Rejoining the research on the functionality of e-tailing sites: Empirical evidence from Turkey

Abstract

This study identifies the features of Turkish online shopping sites that enable customers to accomplish specific tasks throughout the customer service life cycle (CSLC). It also applies the CSLC framework to website functionality in a non-Western context. Data was collected from a self-completed online survey and was developed and administered to Turkish customers. Exploratory and confirmatory factor analyses were performed on 157 cases to test the internal consistency and structural adequacy of the research framework. Twenty-six website functionalities regarding the four stages of CSLC were identified and the final structure consisting of seven sub-dimensions were empirically validated. The theoretical and practical contributions of the findings are discussed and future research directions presented. Copyright © 2011 Inderscience Enterprises Ltd.