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

Authors : Aybüke Yalçın, Özlem Çatlı

Pages : 110-128

Doi:10.54821/uiecd.1489012

View : 80 | Download : 70

Publication Date : 2024-06-30

Article Type : Research

Abstract :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.
Keywords : Gayrimenkul Pazarlaması, E-Hizmet Kalitesi, Müşteri Memnuniyeti, Müşteri Bağlılığı, Yapısal Eşitlik Modeli