Year 2017, Volume 28 , Issue 2, Pages 293 - 303 2017-12-04

The Effect of Website Service Quality on Customer Satisfaction
Web Sitesi Hizmet Kalitesinin Müşteri Memnuniyetine Etkisi

Özge KOCABULUT [1] , Tahir ALBAYRAK [2]


Researchers assume that there is a linear relationship between product attributes’ performance and customer satisfaction. However, recent studies indicated that this relationship could not be linear. In this study, the relationship between website service quality belong to a national airline company and customer satisfaction was investigated by using these two approaches. Based on the exploratory factor analysis, “convenience and response time”, “entertainment”, “trust”, and “special communication” were identified as the dimensions of website service quality. The results of regression analysis revealed that “convenience and response time” was the most important determinant of customer satisfaction. However, four service quality dimensions were identified as the basic factor by penalty-reward contrast analysis. In other words, results revealed that increasing the performance of these attributes only prevent from customer dissatisfaction.

Araştırmacılar genellikle ürün özelliklerinin performansı ile müşteri memnuniyeti arasında doğrusal bir ilişki bulunduğu varsayımını benimsemektedir. Ancak son yıllarda gerçekleştirilen birçok araştırma, bu ilişkinin doğrusal yönlü olmayabileceğini göstermiştir. Bu çalışmada, ulusal bir havayolu işletmesine ait web sitesinin hizmet kalitesi ile müşteri memnuniyeti arasındaki ilişki, doğrusal ve doğrusal olmayan yaklaşımların karşılaştırılması yoluyla incelenmiştir. Açıklayıcı faktör analizi sonucu “kolaylık ve cevaplandırma süresi”, “eğlence”, “güven” ve “özel iletişim” özellikleri web sitesi hizmet kalitesinin başlıca boyutları olarak tespit edilmiştir. Doğrusal ilişkiyi test eden regresyon analizi sonuçlarına göre “kolaylık ve cevaplandırma süresi” boyutu müşteri memnuniyetinin en önemli belirleyicisi olarak tespit edilmiştir. Ancak doğrusal olmayan ilişkiyi test eden ceza-ödül karşıtlığı analizi sonuçları, dört hizmet kalitesi boyutunun da müşteriler açısından temel faktörler olduğunu göstermiştir. Buna göre, adı geçen özelliklerin performansını arttırmak sadece müşteri memnuniyetsizliğini engellemeye katkı sağlayacak, ancak müşteri memnuniyeti yaratmayacaktır.
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Subjects Social
Journal Section Articles
Authors

Orcid: 0000-0002-9774-6911
Author: Özge KOCABULUT (Primary Author)
Institution: AKDENİZ ÜNİVERSİTESİ, TURİZM FAKÜLTESİ, TURİZM İŞLETMECİLİĞİ BÖLÜMÜ
Country: Turkey


Orcid: 0000-0001-6961-0550
Author: Tahir ALBAYRAK
Institution: AKDENİZ ÜNİVERSİTESİ, TURİZM FAKÜLTESİ, TURİZM İŞLETMECİLİĞİ BÖLÜMÜ
Country: Turkey


Dates

Publication Date : December 4, 2017

Bibtex @research article { atad362636, journal = {Anatolia: Turizm Araştırmaları Dergisi}, issn = {1300-4220}, address = {}, publisher = {Detay Yayıncılık}, year = {2017}, volume = {28}, pages = {293 - 303}, doi = {10.17123/atad.362636}, title = {Web Sitesi Hizmet Kalitesinin Müşteri Memnuniyetine Etkisi}, key = {cite}, author = {Kocabulut, Özge and Albayrak, Tahir} }
APA Kocabulut, Ö , Albayrak, T . (2017). Web Sitesi Hizmet Kalitesinin Müşteri Memnuniyetine Etkisi . Anatolia: Turizm Araştırmaları Dergisi , 28 (2) , 293-303 . DOI: 10.17123/atad.362636
MLA Kocabulut, Ö , Albayrak, T . "Web Sitesi Hizmet Kalitesinin Müşteri Memnuniyetine Etkisi" . Anatolia: Turizm Araştırmaları Dergisi 28 (2017 ): 293-303 <https://dergipark.org.tr/en/pub/atad/issue/32681/362636>
Chicago Kocabulut, Ö , Albayrak, T . "Web Sitesi Hizmet Kalitesinin Müşteri Memnuniyetine Etkisi". Anatolia: Turizm Araştırmaları Dergisi 28 (2017 ): 293-303
RIS TY - JOUR T1 - Web Sitesi Hizmet Kalitesinin Müşteri Memnuniyetine Etkisi AU - Özge Kocabulut , Tahir Albayrak Y1 - 2017 PY - 2017 N1 - doi: 10.17123/atad.362636 DO - 10.17123/atad.362636 T2 - Anatolia: Turizm Araştırmaları Dergisi JF - Journal JO - JOR SP - 293 EP - 303 VL - 28 IS - 2 SN - 1300-4220- M3 - doi: 10.17123/atad.362636 UR - https://doi.org/10.17123/atad.362636 Y2 - 2017 ER -
EndNote %0 Anatolia: Turizm Araştırmaları Dergisi Web Sitesi Hizmet Kalitesinin Müşteri Memnuniyetine Etkisi %A Özge Kocabulut , Tahir Albayrak %T Web Sitesi Hizmet Kalitesinin Müşteri Memnuniyetine Etkisi %D 2017 %J Anatolia: Turizm Araştırmaları Dergisi %P 1300-4220- %V 28 %N 2 %R doi: 10.17123/atad.362636 %U 10.17123/atad.362636
ISNAD Kocabulut, Özge , Albayrak, Tahir . "Web Sitesi Hizmet Kalitesinin Müşteri Memnuniyetine Etkisi". Anatolia: Turizm Araştırmaları Dergisi 28 / 2 (December 2017): 293-303 . https://doi.org/10.17123/atad.362636
AMA Kocabulut Ö , Albayrak T . Web Sitesi Hizmet Kalitesinin Müşteri Memnuniyetine Etkisi. Anatolia: Turizm Araştırmaları Dergisi. 2017; 28(2): 293-303.
Vancouver Kocabulut Ö , Albayrak T . Web Sitesi Hizmet Kalitesinin Müşteri Memnuniyetine Etkisi. Anatolia: Turizm Araştırmaları Dergisi. 2017; 28(2): 293-303.
IEEE Ö. Kocabulut and T. Albayrak , "Web Sitesi Hizmet Kalitesinin Müşteri Memnuniyetine Etkisi", Anatolia: Turizm Araştırmaları Dergisi, vol. 28, no. 2, pp. 293-303, Dec. 2017, doi:10.17123/atad.362636