The Mediating Role of E-Satisfaction on the Relationship Between Customer Interface Quality and E-Loyalty

Abstract

E-commerce, which offers the opportunity to set up business with low capital, easy access to every region of the world, and to overcome obstacles to sector entry, has a vital importance in today's digital marketing era. Many companies have embraced the virtual store concept as well as the store concept and have made their organizational structures compatible with e-commerce. Thus, a website has been set up by the company to meet the needs and demands of potential customers. However, since many companies have set up a website for virtual merchandising, there are targets for companies to satisfy their customers online and ultimately gain online loyalty in order to be the target customers of potential customers. The main indicator of e-satisfaction and e-loyalty in the online environment is the variables related to the web site that the companies set up. Therefore, an online questionnaire was applied to investigate the effect of customer interface features on e-satisfaction and e-loyalty variables in the study. Convenience sampling procedure has adopted. Factor analysis and regression analysis were performed in the study. As a result, the e-satisfaction variable has had a partial mediating effect between customer interface features (personalization, suitability and character) and e-loyalty. As a recommendation, customer interface variables should be considered together when organizing the website, and emphasis should be given to variables that increase the customer's e-satisfaction and e-loyalty.