13. Annual International Conference of The Global Business and Technology Association, İstanbul, Turkey, 12 - 16 July 2011, pp.261-268
Considering the rapid growth of the private shopping web sites, evaluation of the web sites‘ service quality
levels perceived by the customers gains importance. In order to provide insights about the relation between the
customers‘ behavioural intentions and the service quality they attribute to their favourite web sites, a
quantitative research was administrated. Analyzing the web site decisions, shopping frequencies, demographic
characteristics and service quality perceptions of the customers may reveal important facts for both theoretic
and practical aspects. Also findings may shed light on to the development process of e-marketing.