(The Effect of Website Service Quality Components on Consumer Satisfaction in Real Estate Marketing)

Abstract

Purpose – In this study, the impact of the use of electronic market model and website service quality components on consumer satisfaction was investigated in the area of real estate marketing in Turkey. Design/methodology/approach – In the research, quantitative research methods were used in accordance with the subject and research questions. The questionnaire designed for the purpose of the study was shared with the participants via e-mail. 19 statements related to website service quality components were used in the survey and 8 statements related to consumer satisfaction and demographic questions were included. The main population of the research consists of individuals who engage in real estate shopping activities in the real estate market or have potential to do so. In the survey, which reached 198 people in total, analyzes were conducted for the remaining 192 questionnaires after the elimination of 6 questionnaires containing incorrect and incomplete data. Findings – According to the results of the relationship analysis, there is a positive and very strong relationship between system effectiveness and system convenience, a positive and medium level relationship between the site's ability to perform transactions and a positive and strong relationship between customer satisfaction. In addition, a positive and moderate relationship was found between the privacy level of the site and customer satisfaction. Discussion – In shaping the perception and satisfaction levels of consumers regarding the effectiveness of the internet platforms, the factors such as the user-friendliness of the site's system and the confidentiality of user information take over. On the other hand, evaluations of the site's ability to process indicate that consumers are undecided about real estate companies' commitments, realization of these commitments at the right time and the honesty of the offers on the site. It is seen that it will be beneficial for the companies which are operating in the sector to prefer the strategies that will bring the perception to a positive direction by eliminating consumers' indecision.