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İnternet Perakendeciliğinde Elektronik Hizmet Kalitesinin Müşteri Tatmini ve Müşteri Sadakati Üzerindeki Rolü

Year 2019, Issue: 47, 251 - 277, 31.12.2019

Abstract

Son yıllarda teknoloji alanındaki gelişmeler internetin kullanım alanının yaygınlaşmasına ve çeşitlilik göstermesine yol açmıştır. Bu durum birçok sektörün yanı sıra perakende sektörünü de etkilemiştir. İnternetten alışverişin yaygınlaşmasıyla birlikte perakendeciler fiziksel mağazalarının yanı sıra bu alanda da faaliyet göstermeye başlamışlardır. İnternetten alışverişin zaman ve maliyet tasarrufu sağlaması, karşılaştırma imkanı sunması, her saat ulaşılabilir olması gibi avantajları tüketicileri internetten alışverişe ve çevrimiçi perakende mağazalarını tercih etmeye teşvik etmektedir.
Günümüzde ortaya çıkan ve sadece internet üzerinden perakendecilik yapan işletmelerin yanı sıra kendi isimleriyle ve markalarıyla açtıkları internet siteleri üzerinden faaliyetlerini yürüten perakendeciler de bulunmaktadır. Artan rekabet ortamında hem fiziki mağazada hem de online ortamda faaliyet gösteren işletmelerin hizmet kaliteleri tüketicilerin memnuniyeti için önemli olmaya devam etmektedir. Araştırmanın amacı, elektronik perakendecilikte algılanan hizmet kalitesi boyutlarının e-tatmin ve e-sadakat boyutları üzerindeki etkilerini belirlemektir. Bu çalışmada e-perakende sektörü olarak online teknoloji mağazalarından Teknosa, Bimeks, Media Markt tercih edilmiştir. Bu amaç kapsamında İstanbul’da yaşayan, 18 yaşından büyük 473 internet kullanıcısı üzerinde yüz yüze anket yöntemi kullanılmıştır. Hipotezlerin testi için yapısal eşitlik modelinden yararlanılmış olup yapılan analizlerde e-perakendecilikte hizmet kalitesi boyutlarından yalnızca güvenilirlik boyutunun e-tatmin üzerinde pozitif bir etkiye sahip olduğu, tatminin de sadakat üzerindeki etkisinin pozitif olduğu görülmektedir.

References

  • ANDERSON, R. E., & SRİNİVASAN S. S. (2003). E-Satisfaction and E-loyalty: AContingency Framework, Psychology & Marketing, 20 (2), 123-138. ARİFF, M. S. M., YUN, L. O., ZAKUAN, N., & ISMAİL K. (2013). The Impacts of Service Quality and Customer Satisfaction on Customer Loyalty in Internet Banking, Procedia-Social and Behavioral Sciences, 81, 469-473.
  • ARSLAN, S., & ATALİK, O. (2015). Factors That Affect The E-Loyalty For Aırlıne Companıes’pages On Social Media Sites, Journal of Management Marketing and Logistics, 263-283.
  • BAUER, H. H., FALK, T. & HAMMERSCHMİDT, M. (2006). E-transqual: a Transaction Process-Based Approach for Capturing Service Quality in Online Shopping, Journal of Business Research, 59 (7), 866-875.
  • BAİ, B., LAW, R., & WEN, I. (2008). The Impact of Website Quality on Customer Satisfaction and Purchase Intentions: Evidence from Chinese Online Visitors, International Journal of Hospitality Management, 27(3), 391-402.
  • BOZBAY, Z., YAMAN, Y. & ÖZKAN, E.(2016). İnternet Perakendeciliğinde Hizmet Kalitesinin Müşteri Memnuniyeti Üzerindeki Rolü: Hazır Giyim ve Kitap Sektörü Üzerine Karşılaştırmalı Bir Araştırma, Journal of Transportation and Logistics, 1(1), 19-38. CHANG, H. H., & CHEN, S. W. (2008). The İmpact Of Customer İnterface Quality, Satisfaction And Switching Costs On E-Loyalty: İnternet Experience As A Moderator, Computers in Human Behavior, 24(6), 2927-2944.
  • CRİSTOBAL, E., FLAVIAN C., & GUİNALİU, M.(2007). Perceived E-Service Quality (Pesq) Measurement Validation And Effects On Consumer Satisfaction And Web Site Loyalty, Managing Service Quality: An International Journal, 17(3), 317-340.
  • ÇATI, K., & KOÇOĞLU, C. (2008). Müşteri Sadakati İle Müşteri Tatmini Arasındaki İlişkiyi Belirlemeye Yönelik Bir Araştırma, Selçuk Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 19, 167-188.
  • DICK, A. S., & BASU, K. (1994). Customer loyalty: toward an integrated conceptual framework, Journal of TheAcademy of Marketing Science, 22 (2), 99–113.
  • DABHOLKAR, P. A., THORPE, D. I., & RENTZ, J. O. (1996). A measure of service quality for retail stores: scale development and validation, Journal of the Academy of Marketing Science, 24 (1), 3-16.
  • DURMUŞ, B., ERDEM, Y., ÖZÇAM, D. S., & AKGÜN, S. (2015). Türk Giyim Sektöründe Yeni Bir E-Ticaret Modeli: Özel Alışveriş Siteleri, Öneri Dergisi, 11(44), 17-32.
  • EİD, M. I. (2011). Determinants of e-commerce customer satisfaction, trust, and loyalty in Saudi Arabia, Journal of Electronic Commerce Research, 12(1), 78.
  • FLAVİAN, C., GUİNALİU, M. & GURREA, R. (2006). The role played by perceived usability, satisfaction and consumer trust on website loyalty, Information & management, 43(1), 1-14.
  • GHANE, S. O. H. E. I. L. A., FATHIAN, M. & GHOLAMİAN, M. R. (2011). Full relationship among e-satisfaction, e-trust, e-service quality, and e-loyalty: The case of Iran e-banking, Journal of Theoretical and Applied Information Technology, 33(1), 1-6.
  • GOMMANS, M., KRİSHNAN, K. S., & SCHEFFOLD, K. B. (2001). From brand loyalty to e-loyalty: a conceptual framework, Journal of Economic and Social Research, 3 (1), 43-58.
  • GRİGOROUDİS, E., LITOS, C., MOUSTAKİS, V. A., POLİTİS, Y. & TSIRONIS, L. (2008). The assessment of user-perceived web quality: Application of a satisfaction benchmarking approach, European Journal of Operational Research, 187(3), 1346-1357
  • HARRİS, L. C., & GOODE, M. M. (2004). The four levels of loyalty and the pivotal role of trust: a study of online service Dynamics, Journal of Retailing, 80(2), 139-158.
  • HELLER, J. & ENGELKE, N. (2010).How to keep your customer loyal within today´s online business? (Yayınlanmamış Yüksek Lisans Tezi), University of Boras, Boras, İsveç.
  • HSU, C. L., CHANG, K. C. & CHEN, M. C. (2012). The impact of website quality on customer satisfaction and purchase intention: perceived playfulness and perceived flow as mediators, Information Systems and E-Business Management, 10(4), 549-570.
  • HOOPER, D. (2012). Exploratory Factor Analysis. IBANEZ, V. A., HARTMANN, P. & CALVO, P. Z. (2006). Antecedents of customer loyalty in residential energy markets: Service quality, satisfaction, trust and switching costs, The Service Industries Journal, 26(6), 633-650.
  • KALAKOTA, R. & ANDREW, B., WHİNSTON, A. B. (1997). Electronic Commerce, Addison Wesley Professional, Massachusetts.
  • KALAYCI, Ş. (2010). SPSS Uygulamaları Çok Değişkenli İstatistik Teknikleri, Asil Yayınları, Ankara, Türkiye.
  • KANDAMPULLY, J. (1998). Service quality to service loyalty, Total Quality Management, 9(6), 431- 443.
  • KEATING, B., RUGIMBANA, R. & QUAZI, A. (2003). Differentiating between service quality and relationship quality in cyberspace, Managing Service Quality: An International Journal, 13 (3), 217-232.
  • KRUMAY, B., & BRANDTWEİNER, R. (2010). Are customer service offerings influencing e-loyalty? a graphical chain model approach in the Austrian mobile phone service, provider industry, 23rd Bled eConference eTrust: Implications for the Individual, Enterprises and Society isimli konferansta sunulan bildirisi.
  • (http://wuwien.academia.edu/BarbaraKrumay/Papers/382812/Are_Customer_Service_Offerings_Influen cing_E-Loyalty_A_Graphical_Chain_Model_Approach_In_the_Austrian_Mobile_Phone)(06.04.2011)
  • KIM, S. & STOEL, L. (2004). Apparel retailers: website quality dimensions and satisfaction, Journal of Retailing and Consumer Services, 11(2), 109-117.
  • KIM, J., JIN, B., & SWINNEY, J. L. (2009). The role of etail quality, e-satisfaction and e-trust in online loyalty development process, Journal of Retailing and Consumer Services, 16(4), 239-247.
  • LEE, G. G., & LIN, H. F. (2005). Customer perceptions of e-service quality in online shopping, International Journal of Retail & Distribution Management, 33(2), 161-176.
  • MİCHAEL, L., & BARTON, A. W. (2011).Retailing Management, McGraw-Hill Irwin, Amerika.
  • LIN, H. F. (2007). The impact of website quality dimensions on customer satisfaction in the B2C e-commerce context, Total Quality Management and Business Excellence,18(4), 363-378.
  • LIU, C.T., GUO, Y. M. & LEE, C. H. (2011). The effects of relationship quality and switching barriers on customer loyalty, International Journal of Information Management, 31(1), 71-79.
  • LOİACONO, E. T., WATSON, R. T., & GOODHUE, D. L. (2002). WebQual: a measure of website quality, Marketing Theory and Applications, 13(3), 432-438.
  • OLİVER, R. L. (1999). Whence consumer loyalty?, Journal of Marketing, 63, 33-44.
  • PATTERSON, P. G., & SPRENG, R. A. (1997). Modelling the relationship between perceived value, satisfaction and repurchase intentions in a business-to-business, services context: an empirical examination, International Journal of Service Industry Management, 8(5), 414-434.
  • PARASURAMAN, A., ZEITHAML, V. A., & MALHOTRA, A. (2005). ES-QUAL A multiple-ıtem scale for assessing electronic service quality, Journal of Service Research, 7(3), 213-233.
  • PRATMİNİNGSİH, S. A., LİPURİNGTYAS, C. & RİMENTA, T. (2013). Factors ınfluencing customer loyalty toward online shopping, International Journal of Trade, Economics and Finance, 4(3), 104-110.
  • PAUL, P. & OLSON, J. J. C. (2010). Consumer behavior and marketing strategy: European Edition, Irwin
  • RİBBİNK, D., VAN RİEL, A. C., LİLJANDER, V., & STREUKENS, S. (2004). Comfort your online customer: quality, trust and loyalty on the internet, Managing Service Quality: An International Journal, 14(6), 446-456.
  • ROSEN, S. (2001). Sticky web site is key to success, Communication World, 18(3), 36-37.
  • SRİNİVASAN, S. S., ANDERSON, R. & PONNAVOLU, K. (2002). Customer loyalty in ecommerce: an exploration of ıts antecedents and consequences, Journal of Retailing, 78(1), 41–50.
  • WOLFİNBARGER, M., & GILLY, M. C. (2003). ETailQ: dimensionalizing, measuring and predicting etail quality, Journal of Retailing, 79(3), 183-198.
  • YOO, B., & DONTHU, N. (2001). Developing a scale to measure the perceived quality of an ınternet shopping site (SITEQUAL), Quarterly Journal of Electronic Commerce, 1(2), 31-45.
  • YANG, Z., & FANG, X. (2004). Online service quality dimensions and their relationships with satisfaction: A content analysis of customer reviews of securities brokerage services, International Journal of Service Industry Management, 15(3), 302-326.
  • YANG, H. E., WU, C. C., & WANG, K. C. (2009). An empirical analysis of online game service satisfaction and loyalty, Expert Systems with Applications, 36(2), 1816-1825.
  • ZEİTHAML, V. A., BERRY, L. L. & PARASUEMAN, A. (1996). The behavioral consequences of service quality, Journal of Marketing, 60(2), 31–46.
  • ZHANG, X., & PRYBUTOK, V. R. (2005). A consumer perspective of e-service quality, IEEE transactions on Engineering Management, 52(4), 461-477.
  • ZHOU, T., LU, Y., & WANG, B. (2009), The relative ımportance of website design quality and service quality in determining consumers’ online repurchase behavior, Information Systems Management, 26(4), 327-337.
  • http://www.tubisad.org.tr/Tr/News/Sayfalar/TUBISAD-E-Ticaret-2014-BB.aspx
  • http://www.bilisim500.com/2015_BThaberDosya.pdf
  • http://www.retailler.net/iste-turkiyenin-100-perakende-devi/
  • http://webrazzi.com/2011/06/24/ttnet-internet-kullanim-istatistikleri/
  • https://www.btk.gov.tr/File/?path=ROOT%2f1%2fDocuments%2fSayfalar%2fIl_Istatistikleri%2fEhsyib_(2010-2015).pdf
Year 2019, Issue: 47, 251 - 277, 31.12.2019

Abstract

References

  • ANDERSON, R. E., & SRİNİVASAN S. S. (2003). E-Satisfaction and E-loyalty: AContingency Framework, Psychology & Marketing, 20 (2), 123-138. ARİFF, M. S. M., YUN, L. O., ZAKUAN, N., & ISMAİL K. (2013). The Impacts of Service Quality and Customer Satisfaction on Customer Loyalty in Internet Banking, Procedia-Social and Behavioral Sciences, 81, 469-473.
  • ARSLAN, S., & ATALİK, O. (2015). Factors That Affect The E-Loyalty For Aırlıne Companıes’pages On Social Media Sites, Journal of Management Marketing and Logistics, 263-283.
  • BAUER, H. H., FALK, T. & HAMMERSCHMİDT, M. (2006). E-transqual: a Transaction Process-Based Approach for Capturing Service Quality in Online Shopping, Journal of Business Research, 59 (7), 866-875.
  • BAİ, B., LAW, R., & WEN, I. (2008). The Impact of Website Quality on Customer Satisfaction and Purchase Intentions: Evidence from Chinese Online Visitors, International Journal of Hospitality Management, 27(3), 391-402.
  • BOZBAY, Z., YAMAN, Y. & ÖZKAN, E.(2016). İnternet Perakendeciliğinde Hizmet Kalitesinin Müşteri Memnuniyeti Üzerindeki Rolü: Hazır Giyim ve Kitap Sektörü Üzerine Karşılaştırmalı Bir Araştırma, Journal of Transportation and Logistics, 1(1), 19-38. CHANG, H. H., & CHEN, S. W. (2008). The İmpact Of Customer İnterface Quality, Satisfaction And Switching Costs On E-Loyalty: İnternet Experience As A Moderator, Computers in Human Behavior, 24(6), 2927-2944.
  • CRİSTOBAL, E., FLAVIAN C., & GUİNALİU, M.(2007). Perceived E-Service Quality (Pesq) Measurement Validation And Effects On Consumer Satisfaction And Web Site Loyalty, Managing Service Quality: An International Journal, 17(3), 317-340.
  • ÇATI, K., & KOÇOĞLU, C. (2008). Müşteri Sadakati İle Müşteri Tatmini Arasındaki İlişkiyi Belirlemeye Yönelik Bir Araştırma, Selçuk Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 19, 167-188.
  • DICK, A. S., & BASU, K. (1994). Customer loyalty: toward an integrated conceptual framework, Journal of TheAcademy of Marketing Science, 22 (2), 99–113.
  • DABHOLKAR, P. A., THORPE, D. I., & RENTZ, J. O. (1996). A measure of service quality for retail stores: scale development and validation, Journal of the Academy of Marketing Science, 24 (1), 3-16.
  • DURMUŞ, B., ERDEM, Y., ÖZÇAM, D. S., & AKGÜN, S. (2015). Türk Giyim Sektöründe Yeni Bir E-Ticaret Modeli: Özel Alışveriş Siteleri, Öneri Dergisi, 11(44), 17-32.
  • EİD, M. I. (2011). Determinants of e-commerce customer satisfaction, trust, and loyalty in Saudi Arabia, Journal of Electronic Commerce Research, 12(1), 78.
  • FLAVİAN, C., GUİNALİU, M. & GURREA, R. (2006). The role played by perceived usability, satisfaction and consumer trust on website loyalty, Information & management, 43(1), 1-14.
  • GHANE, S. O. H. E. I. L. A., FATHIAN, M. & GHOLAMİAN, M. R. (2011). Full relationship among e-satisfaction, e-trust, e-service quality, and e-loyalty: The case of Iran e-banking, Journal of Theoretical and Applied Information Technology, 33(1), 1-6.
  • GOMMANS, M., KRİSHNAN, K. S., & SCHEFFOLD, K. B. (2001). From brand loyalty to e-loyalty: a conceptual framework, Journal of Economic and Social Research, 3 (1), 43-58.
  • GRİGOROUDİS, E., LITOS, C., MOUSTAKİS, V. A., POLİTİS, Y. & TSIRONIS, L. (2008). The assessment of user-perceived web quality: Application of a satisfaction benchmarking approach, European Journal of Operational Research, 187(3), 1346-1357
  • HARRİS, L. C., & GOODE, M. M. (2004). The four levels of loyalty and the pivotal role of trust: a study of online service Dynamics, Journal of Retailing, 80(2), 139-158.
  • HELLER, J. & ENGELKE, N. (2010).How to keep your customer loyal within today´s online business? (Yayınlanmamış Yüksek Lisans Tezi), University of Boras, Boras, İsveç.
  • HSU, C. L., CHANG, K. C. & CHEN, M. C. (2012). The impact of website quality on customer satisfaction and purchase intention: perceived playfulness and perceived flow as mediators, Information Systems and E-Business Management, 10(4), 549-570.
  • HOOPER, D. (2012). Exploratory Factor Analysis. IBANEZ, V. A., HARTMANN, P. & CALVO, P. Z. (2006). Antecedents of customer loyalty in residential energy markets: Service quality, satisfaction, trust and switching costs, The Service Industries Journal, 26(6), 633-650.
  • KALAKOTA, R. & ANDREW, B., WHİNSTON, A. B. (1997). Electronic Commerce, Addison Wesley Professional, Massachusetts.
  • KALAYCI, Ş. (2010). SPSS Uygulamaları Çok Değişkenli İstatistik Teknikleri, Asil Yayınları, Ankara, Türkiye.
  • KANDAMPULLY, J. (1998). Service quality to service loyalty, Total Quality Management, 9(6), 431- 443.
  • KEATING, B., RUGIMBANA, R. & QUAZI, A. (2003). Differentiating between service quality and relationship quality in cyberspace, Managing Service Quality: An International Journal, 13 (3), 217-232.
  • KRUMAY, B., & BRANDTWEİNER, R. (2010). Are customer service offerings influencing e-loyalty? a graphical chain model approach in the Austrian mobile phone service, provider industry, 23rd Bled eConference eTrust: Implications for the Individual, Enterprises and Society isimli konferansta sunulan bildirisi.
  • (http://wuwien.academia.edu/BarbaraKrumay/Papers/382812/Are_Customer_Service_Offerings_Influen cing_E-Loyalty_A_Graphical_Chain_Model_Approach_In_the_Austrian_Mobile_Phone)(06.04.2011)
  • KIM, S. & STOEL, L. (2004). Apparel retailers: website quality dimensions and satisfaction, Journal of Retailing and Consumer Services, 11(2), 109-117.
  • KIM, J., JIN, B., & SWINNEY, J. L. (2009). The role of etail quality, e-satisfaction and e-trust in online loyalty development process, Journal of Retailing and Consumer Services, 16(4), 239-247.
  • LEE, G. G., & LIN, H. F. (2005). Customer perceptions of e-service quality in online shopping, International Journal of Retail & Distribution Management, 33(2), 161-176.
  • MİCHAEL, L., & BARTON, A. W. (2011).Retailing Management, McGraw-Hill Irwin, Amerika.
  • LIN, H. F. (2007). The impact of website quality dimensions on customer satisfaction in the B2C e-commerce context, Total Quality Management and Business Excellence,18(4), 363-378.
  • LIU, C.T., GUO, Y. M. & LEE, C. H. (2011). The effects of relationship quality and switching barriers on customer loyalty, International Journal of Information Management, 31(1), 71-79.
  • LOİACONO, E. T., WATSON, R. T., & GOODHUE, D. L. (2002). WebQual: a measure of website quality, Marketing Theory and Applications, 13(3), 432-438.
  • OLİVER, R. L. (1999). Whence consumer loyalty?, Journal of Marketing, 63, 33-44.
  • PATTERSON, P. G., & SPRENG, R. A. (1997). Modelling the relationship between perceived value, satisfaction and repurchase intentions in a business-to-business, services context: an empirical examination, International Journal of Service Industry Management, 8(5), 414-434.
  • PARASURAMAN, A., ZEITHAML, V. A., & MALHOTRA, A. (2005). ES-QUAL A multiple-ıtem scale for assessing electronic service quality, Journal of Service Research, 7(3), 213-233.
  • PRATMİNİNGSİH, S. A., LİPURİNGTYAS, C. & RİMENTA, T. (2013). Factors ınfluencing customer loyalty toward online shopping, International Journal of Trade, Economics and Finance, 4(3), 104-110.
  • PAUL, P. & OLSON, J. J. C. (2010). Consumer behavior and marketing strategy: European Edition, Irwin
  • RİBBİNK, D., VAN RİEL, A. C., LİLJANDER, V., & STREUKENS, S. (2004). Comfort your online customer: quality, trust and loyalty on the internet, Managing Service Quality: An International Journal, 14(6), 446-456.
  • ROSEN, S. (2001). Sticky web site is key to success, Communication World, 18(3), 36-37.
  • SRİNİVASAN, S. S., ANDERSON, R. & PONNAVOLU, K. (2002). Customer loyalty in ecommerce: an exploration of ıts antecedents and consequences, Journal of Retailing, 78(1), 41–50.
  • WOLFİNBARGER, M., & GILLY, M. C. (2003). ETailQ: dimensionalizing, measuring and predicting etail quality, Journal of Retailing, 79(3), 183-198.
  • YOO, B., & DONTHU, N. (2001). Developing a scale to measure the perceived quality of an ınternet shopping site (SITEQUAL), Quarterly Journal of Electronic Commerce, 1(2), 31-45.
  • YANG, Z., & FANG, X. (2004). Online service quality dimensions and their relationships with satisfaction: A content analysis of customer reviews of securities brokerage services, International Journal of Service Industry Management, 15(3), 302-326.
  • YANG, H. E., WU, C. C., & WANG, K. C. (2009). An empirical analysis of online game service satisfaction and loyalty, Expert Systems with Applications, 36(2), 1816-1825.
  • ZEİTHAML, V. A., BERRY, L. L. & PARASUEMAN, A. (1996). The behavioral consequences of service quality, Journal of Marketing, 60(2), 31–46.
  • ZHANG, X., & PRYBUTOK, V. R. (2005). A consumer perspective of e-service quality, IEEE transactions on Engineering Management, 52(4), 461-477.
  • ZHOU, T., LU, Y., & WANG, B. (2009), The relative ımportance of website design quality and service quality in determining consumers’ online repurchase behavior, Information Systems Management, 26(4), 327-337.
  • http://www.tubisad.org.tr/Tr/News/Sayfalar/TUBISAD-E-Ticaret-2014-BB.aspx
  • http://www.bilisim500.com/2015_BThaberDosya.pdf
  • http://www.retailler.net/iste-turkiyenin-100-perakende-devi/
  • http://webrazzi.com/2011/06/24/ttnet-internet-kullanim-istatistikleri/
  • https://www.btk.gov.tr/File/?path=ROOT%2f1%2fDocuments%2fSayfalar%2fIl_Istatistikleri%2fEhsyib_(2010-2015).pdf
There are 52 citations in total.

Details

Primary Language Turkish
Subjects Economics
Journal Section Makaleler / Articles
Authors

Bahar Yaşin 0000-0003-2654-1967

Melike Güleç 0000-0002-5188-2360

Esraa Zaid 0000-0001-6800-249X

Publication Date December 31, 2019
Submission Date December 5, 2019
Acceptance Date December 30, 2019
Published in Issue Year 2019 Issue: 47

Cite

APA Yaşin, B., Güleç, M., & Zaid, E. (2019). İnternet Perakendeciliğinde Elektronik Hizmet Kalitesinin Müşteri Tatmini ve Müşteri Sadakati Üzerindeki Rolü. Erciyes Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 33(47), 251-277.

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