AN EXAMINATION OF DIFFERENCES ON SATISFACTION AND PERCEPTIONS OF E-CUSTOMERS ACCORDING TO DEMOGRAPHIC CHARACTERISTICS: GAZIANTEP PROVINCE CASE

This study aimed to determine whether the demographic variables such as gender, age group, and university choice of e-customers create differences in customer perceptions (security and customer relations) and satisfaction towards online shopping, and how security and customer perceptions predict e-customer satisfaction. The study was carried out with undergraduate students studying at both state and private universities, and it was claimed that the effect of demographic characteristics (gender, age, and school choice) of e-customers are important and have a difference in security, customer relations and satisfaction. The research questions of this study are as follows: ？ Does the gender and age group make a difference in customer perceptions (security and customer relations) and customer satisfaction with online shopping? ？ Does the university choice have an impact on security, customer relations perceptions and satisfaction with online shopping? ？ How much do e-customer perceptions (security and customer relationships) predict e-customer satisfaction? What are the explanatory power and the order of importance of each perception dimension in predicting e-customer satisfaction? The sample consisted of 560 students studying at three universities in Gaziantep in the 2016-2017 academic year. The survey data were collected using “Online Shopping Customer Perceptions and Customer Satisfaction” scale (OSCP-CSS) developed by Ates (2017). One and two-way MANOVA and stepwise regression analyses were conducted using the SPSS 22.0 package program. The effect of e-customers' gender and university choice on security perception did not have a statistically significant effect on customer relationship perception and customer satisfaction scores. However, according to age groups, the safety perception of the 15-20 group was significantly lower than the 21-26 group. Also, in the group of 15-20 and 21-25, the perception of security for female customers was higher than that of male ones, while the perception of security and customer satisfaction of females aged 25 years and older are lower than males in this group. As a result of the stepwise regression analysis, it was seen that around 39% of the total variance in e-customer satisfaction was explained by the security perception and customer relations (R = 0.622, R 2 = 0.386, p <.001). In the first step of the stepwise regression analysis, the variable of the regression coefficient (Beta) is 0.595 for the relationship between the perception of the customer relationship and customer satisfaction. It was seen that the