Title: Rejoining the research on the functionality of e-tailing sites: empirical evidence from Turkey

Authors: Hakan Çelik

Addresses: Department of Business Administration, Faculty of Economics and Administrative Sciences, Bilecik University, 11100 Bilecik, Turkey

Abstract: This study identifies the features of Turkish online shopping sites that enable customers to accomplish specific tasks throughout the customer service life cycle (CSLC). It also applies the CSLC framework to website functionality in a non-Western context. Data was collected from a self-completed online survey and was developed and administered to Turkish customers. Exploratory and confirmatory factor analyses were performed on 157 cases to test the internal consistency and structural adequacy of the research framework. Twenty-six website functionalities regarding the four stages of CSLC were identified and the final structure consisting of seven sub-dimensions were empirically validated. The theoretical and practical contributions of the findings are discussed and future research directions presented.

Keywords: electronic retailing; customer service life cycle; CSLC; website functionality; Turkey; e-tailing sites; online shopping; retail websites.

DOI: 10.1504/IJEMR.2011.043047

International Journal of Electronic Marketing and Retailing, 2011 Vol.4 No.2/3, pp.183 - 205

Available online: 12 Oct 2011 *

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