A Study on the Electronic Service Quality of Digital Marketplaces in Real Estate Marketing

Yıl 2024, Cilt: 6 Sayı: 2, 110 – 128, 30.06.2024

Aybüke Yalçın , Özlem Çatlı

https://doi.org/10.54821/uiecd.1489012

Öz

Dijitalleşmenin tüm sektörlerde hızla yayılmaya başlamasıyla birlikte herhangi bir istek ve ihtiyacı olan bireyler dijital kanallara başvurma eğilimi içerisindedirler. Tüm sektörlerde olduğu gibi gayrimenkul sektöründe de arayış içerisinde olan bireyler, internet siteleri ve bu sitelerin uygulamalarına başvurmaktadır. Dolayısıyla bu dijital kanalların bireylerin beklentilerini karşılamaları, istek ve ihtiyaçlarına cevap verebilmeleri memnuniyetleri ve kullanım devamlılığı için oldukça önemlidir. Bu çalışmanın amacı gayrimenkul sektörüne yönelik internet sitelerinin e- hizmet kalitesi ve bu sitelere yönelik müşteri memnuniyeti ve müşteri bağlılığının nasıl olduğunun incelenmesidir. Çalışma Ankara’da bulunan bireylerin gayrimenkul sektöründe en çok kullanılan internet sitelerinin e-hizmet kalitesi, müşteri memnuniyeti ve müşteri bağlılığı arasındaki ilişki analiz edilecektir. Çalışmanın verileri nicel veri toplama araçlarından biri olan anket yöntemi aracılığı ile elde edilmiştir. Anket formu oluşturulurken kullanılan ölçekler, e-hizmet kalitesini ölçmek için sıklıkla kullanılan E-SERVQUAL, müşteri memnuniyeti ve müşteri bağlılığı ölçekleridir. Çalışmanın sonuçlarına göre, e-hizmet kalitesinin tüm boyutlarının müşteri memnuniyeti ve bağlılığı üzerine etkili olduğu görülmektedir. Müşteri memnuniyetinin de tüm algılanan hizmet boyutlarına aracılık ettiği ancak bu etkinin çok yüksek olmadığı söylenebileceği gibi e-hizmet kalitesinin müşteri bağlılığından ziyade müşteri memnuniyetini etkilediği ve müşteri memnuniyetinin de müşteri bağlılığını yüksek düzeyde etkilediği sonucuna ulaşıldığı söylenebilir.

Anahtar Kelimeler

Gayrimenkul Pazarlaması, E-Hizmet Kalitesi, Müşteri Memnuniyeti, Müşteri Bağlılığı, Yapısal Eşitlik Modeli

Kaynakça

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  • Baber, H. (2018). Service quality perception of customers–a study of Toyota motors in India. Organizations and Markets in Emerging Economies, 9(18), 311-323.
  • Basmacı, U., & Çengel, Ö. (2018). Gayrimenkul sektöründe dijital pazarlamada arama motorları reklamları. İstanbul Ticaret Üniversitesi Teknoloji ve Uygulamalı Bilimler Dergisi, 1(1), 29-36.
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A Study on the Electronic Service Quality of Digital Marketplaces in Real Estate Marketing

Yıl 2024, Cilt: 6 Sayı: 2, 110 – 128, 30.06.2024

Aybüke Yalçın , Özlem Çatlı

https://doi.org/10.54821/uiecd.1489012

Öz

With the rapid spread of digitalization across all sectors, individuals with any desire or need are inclined to turn to digital channels. Individuals in search within the real estate sector, like in all industries, resort to websites and their applications. Therefore, the ability of these digital channels to meet individuals’ expectations, and respond to their desires and needs, is crucial for satisfaction and user retention. This study aimed to examine the e-service quality of internet sites for the real estate sector and customer satisfaction and loyalty towards these sites. The analysis focused on the relationship between e-service quality, customer satisfaction, and customer loyalty among individuals in Ankara using the most widely used real estate websites. The data for the study were collected through survey method, a common quantitative data collection instrument. The scales used in constructing the survey were E-SERVQUAL for measuring e-service quality, and customer satisfaction and loyalty scales. Based on the findings, it was observed that all dimensions of e-service quality significantly impacted customer satisfaction and loyalty. In our analysis, it was concluded that customer satisfaction moderately mediated all perceived service dimensions, albeit with a limited magnitude of impact. While e-service quality impacted customer satisfaction more than customer loyalty, it was observed that customer satisfaction exerted a statistically significant and robust effect on customer loyalty at a high level.

Anahtar Kelimeler

Real Estate Marketing, E-Service Quality, Customer Satisfaction, Customer Loyalty, Structural Equation Model

Kaynakça

  • Aba, A. (2022). Tekelleşen emlak satış/kiralama piyasası: Sahibinden.com davası. https://www.newslabturkey.org/2022/07/05/tekellesen-emlak-satis-kiralama-piyasasi-sahibinden-com-davasi/ Accessed: 07.02.2023.
  • Ali, Z. S., & Song, J. (2022). Digital platforms and real estate industry during COVID-19. International Real Estate Review, 25(4), 499-523.
  • Baber, H. (2018). Service quality perception of customers–a study of Toyota motors in India. Organizations and Markets in Emerging Economies, 9(18), 311-323.
  • Basmacı, U., & Çengel, Ö. (2018). Gayrimenkul sektöründe dijital pazarlamada arama motorları reklamları. İstanbul Ticaret Üniversitesi Teknoloji ve Uygulamalı Bilimler Dergisi, 1(1), 29-36.
  • Barnes, S., & Vidgen, R. (2000). WebQual: An exploration of website quality. ECIS 2000 proceedings, 74.
  • Bauer, H.H., Falk, T., & Hammerschmidt, M. (2006). eTransQual: A transaction process-based approach for capturing service quality in online shopping. Journal of Business Research, 59(7), 866-875.
  • Belova (2023). Digital transformation in real estate: Key trends and use cases to follow in 2023 and beyond. https://pixelplex.io/blog/digital-transformation-in-real-estate/ Accessed: 08.03.2023.
  • Bitner, M. J. (1990). Evaluating service encounters: The effects of physical sur-roundings and employee responses. Journal of Marketing, 54, 69-82.
  • Blut, M. (2016). E-service quality: Development of a hierarchical model. Journal of Retailing, 92(4), 500-517. Blut, M., Chowdhry, N., Mittal, V., & Brock, C. (2015). E-service quality: A meta-analytic review. Journal of Retailing, 91(4), 679-700.
  • Boz, Y. (2021). Sosyal medyanın gayrimenkul pazarlamasına etkisi. Luna Yayınları, Ankara.
  • Cai, S., & Jun, M. (2003). Internet users’ perceptions of online service quality: A comparison of online buyers and information searchers. Managing Service Quality, 13(6), 504–519.
  • Chaffey, D., & Ellis Chadwick, F. (2016). Dijital pazarlama strateji, yürütme ve uygulama. Fahri Apaydın & Aytürk Aksakal. 6. Baskı. Gazi Kitabevi, Ankara.
  • Chang, H. H., & Chen, S. W. (2008). The impact of customer interface quality, satisfaction and switching costs on e-loyalty: Internet experience as a moderator. Computers in Human Behavior, 24(6), 2927-2944.
  • Cinel, M. O., Karademir, D., & Kandemir, H. (2021). Örgüt kültüründe iş güvenliğinin çalışanların motivasyonu üzerine etkisi mobilya işletmeleri üzerine bir araştırma. Eurasian Journal of Forest Science, 9(1), 1-19.
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Toplam 102 adet kaynakça vardır.

Ayrıntılar

Birincil Dil İngilizce
Konular Pazarlama (Diğer)
BölümAraştırma Makaleleri
Yazarlar

Aybüke Yalçın ANKARA HACI BAYRAM VELİ ÜNİVERSİTESİ 0000-0003-2414-0713 Türkiye

Özlem Çatlı ANKARA HACI BAYRAM VELİ ÜNİVERSİTESİ 0000-0002-2582-2348 Türkiye

Yayımlanma Tarihi30 Haziran 2024
Gönderilme Tarihi24 Mayıs 2024
Kabul Tarihi25 Haziran 2024
Yayımlandığı Sayı Yıl 2024 Cilt: 6 Sayı: 2

Kaynak Göster

APAYalçın, A., & Çatlı, Ö. (2024). A Study on the Electronic Service Quality of Digital Marketplaces in Real Estate Marketing. International Journal of Business and Economic Studies, 6(2), 110-128. https://doi.org/10.54821/uiecd.1489012

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