The Influence of E-Service Quality on Customer Perceived Value: A Study on Domestics Tourists in Turkey

The objective of this study was to determine the e-service quality dimensions of web sites offering touristic services over the internet to domestic tourists and to measure the affiliation of these dimensions with the quality of e-service as well as the affiliation of the perceived value with the e-service quality. The study population consisted of the academic and administrative staff of Mersin University. E-core service quality (E-S-QUAL) and e-recovery service quality (E-RecS-QUAL) scales and a survey measuring perceived value were used as tools to collect data for the application and data was obtained from 360 recipients in total. Percentage, descriptive analysis such frequency were used to analyze the obtained data as well as explanatory and confirmatory factor analysis (EFA, CFA), statistical tests such as reliability analysis. Furthermore the affiliation between e-service quality and perceived value was analyzed with structural equation modeling (SEM). At the end of the study it was determined that there was a positive and strong affiliation between e-service quality and perceived value. In addition the E-S-QUAL and E-RecS-QUAL scales of Parasuraman, Zeithaml& Malhotra, (2005) consisting of 7 dimensions were found to be 6 in this study. These dimensions are efficiency, system availability, fulfillment, privacy (E-S-QUAL), responsiveness-compensation and contact (E-RecS-QUAL).