Vol. 6 No. 3 (2021): Turkish Journal of Marketing
Articles

An application in the e-retail industry on the relationship between after-sales services and rebuy behaviours of consumers

Kenan Güllü
Prof. Dr., Erciyes University, Tourism Faculty, Kayseri, Türkiye
Mervenur Tarhan
Erciyes University, Kayseri, Türkiye

Published 2021-12-24

How to Cite

Güllü, K., & Tarhan, M. (2021). An application in the e-retail industry on the relationship between after-sales services and rebuy behaviours of consumers. Turkish Journal of Marketing, 6(3), 192-205. https://doi.org/10.30685/tujom.v6i3.140

Abstract

In order to achieve lasting success in the market and gain a competitive advantage, e-retailers, like all retailers, should give importance to customer satisfaction and customer satisfaction. For this reason, e-retailers should know what the factors affecting re-purchase intention are and should determine their strategies in this direction. This study aims to examine the effects of the services applied in the e-retail sector on the re-purchase behaviour of consumers. The study was carried out in the province of Kayseri. A total of 346 people were surveyed using the convenience sampling method. Factor analysis and correlation analysis were applied to the obtained data. According to the factor analysis results, four factors emerged as customer relations, delivery, warranty, and return. Correlation analysis revealed a significant relationship between after-sales services (customer relations, delivery, warranty, return) and consumers' re-purchase behaviours.

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