Cilt 8 Sayı 5 (2020): Business & Management Studies: An International Journal
Makaleler

ALGILANAN HİZMET KALİTESİNİN MÜŞTERİ MEMNUNİYETİNE ETKİSİ: ALGILANAN DEĞERİN ARACI ROLÜ

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  • Şimal ÇELİKKOL
Şimal ÇELİKKOL
Dr. Öğr. Üyesi, Beykent Üniversitesi

Yayınlanmış 25.12.2020

Anahtar Kelimeler

  • Algılanan Hizmet Kalitesi,
  • Müşteri Memnuniyeti,
  • Algılanan Değer
  • Perceived Service Quality,
  • Customer Satisfaction,
  • Perceived Value

Nasıl Atıf Yapılır

ALGILANAN HİZMET KALİTESİNİN MÜŞTERİ MEMNUNİYETİNE ETKİSİ: ALGILANAN DEĞERİN ARACI ROLÜ. (2020). Business & Management Studies: An International Journal, 8(5), 4680-4701. https://doi.org/10.15295/bmij.v8i5.1694

Telif Hakkı (c) 2020 Business & Management Studies: An International Journal

Creative Commons License

Bu çalışma Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License ile lisanslanmıştır.

Nasıl Atıf Yapılır

ALGILANAN HİZMET KALİTESİNİN MÜŞTERİ MEMNUNİYETİNE ETKİSİ: ALGILANAN DEĞERİN ARACI ROLÜ. (2020). Business & Management Studies: An International Journal, 8(5), 4680-4701. https://doi.org/10.15295/bmij.v8i5.1694

Öz

Mobil hizmet sunan firmalar son derece rekabetçi bir ortamda hayatta kalmak ve sürdürülebilir bir rekabet avantajı elde etme çabasındadır. Literatür yaşanan bu yoğun rekabette, müşteri memnuniyetini etkileyen faktörleri anlamayı gerekli kılar. Bu nedenle araştırmada müşteri memnuniyetinin öncülü olarak değerlendirilen algılan hizmet kalitesi ve algılanan değeri içeren bir model önerilmiştir. Önerilen model test edilmesi için İstanbul’daki özel üniversite öğrencileri üzerinde anket uygulanmıştır. Kolayda örneklem yöntemiyle seçilen 419 öğrenciden anket verisi toplanmıştır. Toplanan anket verileri SSPS-24 ve Amos-18 istatiksel programları yardımıyla analiz edilmiştir. Yapılan analizler algılanan değer ve algılanan hizmet kalitesinin müşteri memnuniyetini olumlu yönde etkilediğini göstermektedir. Ayrıca algılanan hizmet kalitesinin müşteri memnuniyetine etkisinde algılan değerin aracı rolü olduğu tespit edilmiştir. Elde edilen bulgular müşteri memnuniyetinin öncüllerini daha derinden anlamamıza yardımcı olurken, mobil internet hizmeti sunan firmalara yönelik farkındalık yaratacağı değerlendirilmektedir.

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