Determinants of customer satisfaction and loyalty in the Turkish e-commerce sector

Çataldaş, İbrahim

Introduction: The rapid development of digital technologies has significantly transformed consumer behavior, making social media platforms essential marketing tools. However, there is a notable gap in the literature regarding the combined effects of social media marketing, price promotions, and corporate social responsibility (CSR) attitudes on customer satisfaction and loyalty in e-commerce. Methods: A quantitative research design was adopted. Data were collected from 761 e-commerce customers in Turkey who are active social media users. Validated scales from the literature were used, and structural equation modeling (SEM) was applied for data analysis. Results: The findings indicate that social media marketing and price promotions have a significant positive impact on customer satis...