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Algilanan Hizmet Kalitesinin Tatmin ve Davranissal Niyet Uzerine Etkisi: Nigde Ilindeki Supermarketler Uzerine Ampirik Bir Calisma

Author

Listed:
  • Esen Gurbuz

    (Nigde Universitesi)

  • Arzum Buyukkeklik Author-Email abuyukkeklik@nigde.edu.tr

    (Nigde Universitesi)

  • Mutlu Yuksel Avcilar

    (Nigde Universitesi)

  • Murat Toksari

    (Nigde Universitesi)

Abstract

Hizmet kalitesi gunumuzun yogun rekabet ortaminda isletmelerin surdurulebilirliklerini saglamalarinda stratejik bir aractir. Yuksek hizmet kalitesi sunan isletmeler musteri tatmini saglayarak karliliklarini artirabilmektedir. Yogun rekabetin sekillendirdigi modern perakendecilik alaninda da hizmet kalitesi ve musteri tatmini artan bir oneme sahiptir. Bu calismada, perakendecilik sektorunun ozel bir alani olan supermarketlerde, algilanan hizmet kalitesi boyutlarinin gecerliligi test edilerek, hizmet kalitesinin musteri tatmini ve davranissal niyetlerle iliskisi arastirilmistir. Musterilerin supermarketlerden algiladiklari hizmet kalitesinin olcumunde SERVQUAL olcegi kullanilmistir. Analizlerde yapisal esitlik modeli kullanilarak algilanan hizmet kalitesi, musteri tatmini ve davranissal niyet arasindaki iliskiler incelenmistir. Calismanin sonuclari, orijinal SERVQUAL olceginin somut unsurlar (gozle gorulur imkanlar), guvenilirlik (dogru ve guvenilir hizmet), yanit verebilirlik (aninda hizmet), guvence (guven verme) ve empati (musteriyi tanima ve anlama) seklindeki bes boyutlu yapisinin gecerliligini gostermistir. Ayrica, supermarketlerden aligilanan hizmet kalitesinin, davranissal niyet ve musteri tatminin her ikisini de pozitif yonde etkiledigi belirlenmistir.

Suggested Citation

  • Esen Gurbuz & Arzum Buyukkeklik Author-Email abuyukkeklik@nigde.edu.tr & Mutlu Yuksel Avcilar & Murat Toksari, 2008. "Algilanan Hizmet Kalitesinin Tatmin ve Davranissal Niyet Uzerine Etkisi: Nigde Ilindeki Supermarketler Uzerine Ampirik Bir Calisma," Ege Academic Review, Ege University Faculty of Economics and Administrative Sciences, vol. 8(2), pages 785-812.
    • Handle: RePEc:ege:journl:v:8:y:2008:i:2:p:785-812
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    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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