ELECTRONIK TRADE: A RESEACRH TO IDENTFY CUSTOMER INSIGHT

Humankind has entered a new era with technological development. This situation has manifested itself in the economic and social life and has led to new requirements. The enterprises have had to renew themselves to keep pace with this situation. Adaptation to these technological innovations has started also in our country. At this stage, the internet has become an indispensable source of communication and marketing for enterprises. An efficient electronic commerce process has started. Emergence of electronic commerce showed that enterprises' web sites must have some fundamental features. Enterprises and designers should not determine web sites features according to their requests, possibilities and strategies but also they should take consumer expectations under consideration. There are many international articles and researches about consumer expectations and web sites features. In this study, the existence of electronic commerce, development, tools and applications in our country is examined. This study is aimed at determining the perception on service quality of users of travel agencies' web sites. Available sampling method is used in this research. A sample of 214 e-service customers has participated to the survey.