The Effect of Service Quality on Customer Satisfaction in Retail Stores: An Application in White Goods Sector

Yıl 2023, Cilt: 15 Sayı: 29, 455 - 470, 30.11.2023

Aysel Çetindere Filiz

https://doi.org/10.20990/kilisiibfakademik.1335680

Öz

Purpose: The purpose of this research is to evaluate the effects of the service quality offered by a white goods retail store operating in Turkey on the satisfaction of customers shopping at the store.
Design/Methodology: In the research, an online questionnaire was conducted with 321 participants, who were determined by convenience sampling method. The data obtained were analyzed with SPSS 26.0 package programme.
Findings: The findings of the study show that all dimensions except the problem-solving dimension have a significant effect on customer satisfaction in terms of retail service quality. The personal interaction dimension plays the most important role in determining service quality, followed by policy, physical appearance, and reliability.
Limitations: The sample consists of customers who are in shopping from three different sales branches of a retail store operating in Turkey and the evaluation of service quality on five dimensions are the limitations of the research.
Originality/Value: As a result of the literature review, there is no study on the use of Retail Service Quality Scale (RSQS) in the white goods sector. The contribution of this scale to the evaluation of service quality in the white goods sector constitutes the original value of the research.

Anahtar Kelimeler

Service Quality, Retail Service Quality, RSQS, White Goods Retail Store, Customer Satisfaction

Perakende Mağazalarında Hizmet Kalitesinin Müşteri Memnuniyeti Üzerine Etkisi: Beyaz Eşya Sektöründe Bir Uygulama

Öz

Amaç: Bu araştırmanın amacı, Türkiye’de faaliyet gösteren bir beyaz eşya perakende mağazasının sunduğu hizmet kalitesinin mağazadan alış veriş yapan müşterilerin memnuniyeti üzerindeki etkilerinin değerlendirilmesidir.
Tasarım/Yöntem: Araştırmada kolayda örneklem yöntemiyle belirlenen 321 katılımcı ile çevrimiçi anket yapılmıştır. Elde edilen veriler SPSS 26.0 paket programıyla analiz edilmiştir.
Bulgular: Çalışmadan elde edilen bulgular, perakende hizmet kalitesi bakımından problem çözme boyutu dışında diğer tüm boyutların müşteri memnuniyeti üzerinde anlamlı bir etkisinin olduğunu göstermektedir. Hizmet kalitesinin belirlenmesinde ise en fazla kişisel etkileşim boyutu önemli bir rol oynamakta ve bunu politika, fiziksel görünüm ve güvenilirlik izlemektedir.
Sınırlılıklar: Örneklemin Türkiye'de faaliyet gösteren bir perakende mağazasının üç farklı satış şubesinden alışveriş yapan müşterilerden oluşması ve hizmet kalitesinin beş boyut üzerinden değerlendirilmesi araştırmanın kısıtlarını oluşturmaktadır.
Özgünlük/Değer: Yapılan literatür incelemesinin sonucunda beyaz eşya sektöründe Perakende Hizmet Kalitesi Ölçeği (RSQS)’nin kullanımına ilişkin herhangi bir çalışmaya rastlanılmamıştır. Bu ölçeğin beyaz eşya sektöründe hizmet kalitesinin değerlendirilmesine ilişkin sağlayacağı katkı araştırmanın özgün değerini oluşturmaktadır.

Anahtar Kelimeler

Hizmet Kalitesi, Perakende Hizmet Kalitesi, RSQS, Beyaz Eşya Perakende Mağazası, Müşteri Memuniyeti

Kaynakça

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