İlişkisel Pazarlama, Bilişsel Çelişki, Müşteri Memnuniyeti ve Yeniden Satın Alma Davranışı Arasındaki İlişkinin İncelenmesi: Çevrimiçi Satın Alma Davranışı Üzerine Bir Araştırma

Abstract

Especially the rapid technological development of and the rise in internet usage have diversified online shopping sites. Thus, consumers have started to evaluate alternatives in their online shopping site preferences. This situation can create a cognitive dissonance in them. In this direction, the objective of the study was to investigate the impact of bond strategies on cognitive dissonance behavior and the impact of the cognitive dissonance on satisfaction and repurchase behavior of customers in RM. The survey questionnaire forms prepared for this purpose were delivered to the participants using both online and face-to-face questionnaires. Totally 401 responses were submitted. Whether or not a relationship exists between the variables in the model was determined using the LISREL 8.7 software within the framework of the structural equation model. Study results revealed that social, structural, and financial bonds had negative and significant impacts on CD. In other words, it is determined that a one-unit increase in the social, structural, and financial bonds of the participants would have an adverse impact on their CD levels. Moreover, it was detected that CD had a negative and significant impact on customer satisfaction and repurchase behavior.