Managerial Implications of the Relationship Between Customer Care and Purchase Intention in Online Shopping

Business & Management Studies: An International Journal Vol.:7 Issue:1 Year:2019, pp. 514-526

13 Pages Posted: 3 May 2019

See all articles by Adnan Veysel Ertemel

Adnan Veysel Ertemel

Istanbul Commerce University; Bahcesehir University

Mustafa Emre Civelek

Istanbul Commerce University

Date Written: March 25, 2019

Abstract

This paper studies customer care as an important factor that affects the performance of B2C e-commerce websites. A survey was conducted to 464 Turkish B2C website customers. Analysis method of this study is partial least square structural equation modeling (PLS-SEM). Specifically, customer care in B2C e-commerce web sites is found to have direct effect on perceived value and indirect effect on purchase intention via perceived value and brand loyalty. Besides relationship between customer care and purchase intention was found as insignificant. The most important contribution of this research is the unveiling of the indirect relationship between customer care and purchase intention. This study also offers some important manageral suggestions for B2C web sites.

Keywords: Online Shopping, Customer Care, Perceived Value, Brand Loyalty, Purchase Intention

JEL Classification: M10, M31

Suggested Citation

Ertemel, Adnan Veysel and Civelek, Mustafa Emre, Managerial Implications of the Relationship Between Customer Care and Purchase Intention in Online Shopping (March 25, 2019). Business & Management Studies: An International Journal Vol.:7 Issue:1 Year:2019, pp. 514-526 , Available at SSRN: https://ssrn.com/abstract=3364151

Adnan Veysel Ertemel

Istanbul Commerce University ( email )

Imrahor Cad. No. 90
Sutluce Beyoglu
Istanbul
Turkey

Bahcesehir University ( email )

Ciragan Avenue Osmanpaşa Mektebi Sokak No: 4 - 6
Besiktas
Istanbul, 34353
Turkey

Mustafa Emre Civelek (Contact Author)

Istanbul Commerce University ( email )

Sütlüce Campus
Istanbul
Turkey
905325770056 (Phone)

HOME PAGE: http://www.emrecivelek.com

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