E-S-Qual and E-Recs-Qual towards financial knowledge and customer loyalty crypto trading platforms
Küçük Resim Yok
Tarih
2024
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
İstanbul Bilgi Üniversitesi
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
Kripto para birimlerinin yükselişi, çok sayıda kripto ticaret platformunun gelişmesine yol açtı. Ancak, tüm platformlar müşterilerine sağladıkları e-hizmet kalitesi açısından eşit değildir. Bu çalışma, finansal bilginin rolüne odaklanarak, kripto ticaret platformları bağlamında e-hizmet kalitesi ve e-hizmet telafi kalitesinin müşteri sadakati üzerindeki etkisini incelemektedir. Bu amaca ulaşmak için, kripto ticaret platformu kullanıcıları arasında çevrimiçi bir anket gerçekleştirilmiş ve veriler toplanarak yapısal eşitlik modellemesi yoluyla analiz edilmiştir. Sonuçlar, e-hizmet kalitesinin müşteri sadakati üzerinde anlamlı bir pozitif etkiye sahip olduğunu, e-hizmet telafi kalitesinin ise müşteri sadakati üzerinde anlamlı bir negatif etkiye sahip olduğunu göstermektedir. Ayrıca, finansal bilginin e-hizmet kalitesi ve müşteri sadakati arasındaki ilişkiyi ılımlı hale getirdiği bulunmuştur. Bu çalışmanın bulguları, müşteri sadakatini artırmak isteyen kripto ticaret platformları için önemli çıkarımlara sahiptir. Bu platformlar, e-hizmet kalitelerini artırmaya odaklanarak ve etkili e-hizmet telafi stratejileri uygulayarak müşteri memnuniyetini ve bağlılığını artırabilir. Ayrıca, müşterilerin finansal bilgilerini artırmak için eğitim kaynakları sağlamak, platforma olan bağlılıklarını daha da güçlendirebilir. Genel olarak bu çalışma, kripto ticaret platformları bağlamında müşteri sadakatini teşvik etmede e-hizmet kalitesi, e-hizmet telafi kalitesi ve finansal bilginin önemini vurgulamaktadır. Anahtar Kelimeler: E-Hizmet Kalitesi, E-Hizmet Telafi, Finansal Bilgi, Müşteri Sadakati, Kripto Ticaret Platformları.
The rise of cryptocurrencies has led to the development of numerous crypto trading platforms. However, not all platforms are equal in terms of the e-service quality they provide to their customers. This study examines the impact of e-service quality and e-recovery service quality on customer loyalty in the context of crypto trading platforms, with a focus on the role of financial knowledge. To achieve this goal, an online survey was conducted among crypto trading platform users, and data was collected and analyzed through structural equation modeling. The results indicate that e-service quality has a significant positive effect on customer loyalty, while e-recovery service quality has a significant negative effect on customer loyalty. Furthermore, financial knowledge was found to moderate the relationship between e-service quality and customer loyalty. The findings of this study have important implications for crypto trading platforms seeking to improve their customer loyalty. By focusing on improving their e-service quality and implementing effective e-recovery strategies, these platforms can enhance their customer satisfaction and retention. Additionally, providing educational resources to enhance customers' financial knowledge may further strengthen their loyalty to the platform. Overall, this study highlights the importance of e-service quality, e-recovery service quality, and financial knowledge in fostering customer loyalty in the context of crypto trading platforms. Keywords: E-Service Quality, E-Service Recovery, Financial Knowledge, Customer Loyalty, Crypto Trading Platforms.
The rise of cryptocurrencies has led to the development of numerous crypto trading platforms. However, not all platforms are equal in terms of the e-service quality they provide to their customers. This study examines the impact of e-service quality and e-recovery service quality on customer loyalty in the context of crypto trading platforms, with a focus on the role of financial knowledge. To achieve this goal, an online survey was conducted among crypto trading platform users, and data was collected and analyzed through structural equation modeling. The results indicate that e-service quality has a significant positive effect on customer loyalty, while e-recovery service quality has a significant negative effect on customer loyalty. Furthermore, financial knowledge was found to moderate the relationship between e-service quality and customer loyalty. The findings of this study have important implications for crypto trading platforms seeking to improve their customer loyalty. By focusing on improving their e-service quality and implementing effective e-recovery strategies, these platforms can enhance their customer satisfaction and retention. Additionally, providing educational resources to enhance customers' financial knowledge may further strengthen their loyalty to the platform. Overall, this study highlights the importance of e-service quality, e-recovery service quality, and financial knowledge in fostering customer loyalty in the context of crypto trading platforms. Keywords: E-Service Quality, E-Service Recovery, Financial Knowledge, Customer Loyalty, Crypto Trading Platforms.
Açıklama
Lisansüstü Programlar Enstitüsü, Pazarlama Ana Bilim Dalı, Pazarlama Bilim Dalı
Anahtar Kelimeler
Bilim ve Teknoloji, Science and Technology, Ekonomi
