TÜRK BANKACILIK SEKTÖRÜNDE HİZMET KALİTESİNİN MÜŞTERİ TATMİNİ VE TEKRAR SATIN ALMA NİYETİ ÜZERİNE ETKİSİ: YAPISAL EŞİTLİK MODELİ İLE BİR İNCELEME

Yıl 2012, Cilt: 13 Sayı: 1, 28 - 40, 01.01.2012

Hasan Bülbül Murat Akın Ömür Demirer İ. Can Doğan

Öz

Bu çalışma Türkiye’de özel bankalar tarafından sunulan hizmetlerin kalitesine yönelik müşteri beklentilerini ve algılarını değerlendirmeyi ve yapısal eşitlik modeli ile banka hizmet kalitesi, müşteri tatmini ve tekrar satın alma niyeti arasındaki ilişkiyi incelemeyi amaçlamaktadır. Araştırmada veri SERVQUAL ölçeği kullanılarak dünyanın en değerli 100 banka markası arasında yer alan özel bir bankanın 500 müşterisinden yüz yüze anket yöntemi ile toplanmıştır. Analiz sonuçları müşterilerin hizmet kalitesi algılamalarının beklentilerinin altında kaldığını ve en büyük farkın yanıt verebilirlik en küçük farkın ise somutluk boyutunda olduğunu ortaya koymaktadır. Ayrıca, kaliteli hizmet sunumunun müşterinin hizmeti tekrar satın alma niyetini doğrudan etkilemediği, buna karşın, müşteri tatminini artırarak müşterinin tekrar satın alma niyetini dolaylı ve güçlü bir şekilde etkilediğini göstermektedir. Bu sonuç müşteri tatmininin tekrar satın alma niyetine aracılık ettiğini doğrulamaktadır.

Anahtar Kelimeler

Bankacılık sektörü, Hizmet kalitesi, Tatmin, Tekrar satın alma niyeti, Yapısal eşitlik modeli

HE IMPACT OF SERVICE QUALITY ON CUSTOMER SATISFACTION AND REPURCHASE INTENTION IN THE TURKISH BANKING SECTOR: AN ANALYSIS USING STRUCTURAL EQUATION MODELING

Öz

The aim of this paper is two-fold: firstly, to assess customers’ expectations and perceptions towards the quality of services provided by private banks in Turkey and, secondly, to investigate the relationships between service quality, satisfaction, and repurchase intention for bank customers through a structural equation model. Data were collected by face to face interviews with 500 customers of a private bank listed in world’s most valuable 100 banking brands using the SERVQUAL method. Results revealed that customers’ perceptions of service quality fell short of their expectations, with the responsiveness dimension having the largest gap and the tangibles dimension having the smallest gap. Moreover, although the service quality did not have a direct effect on customer repurchase intention, it did have an indirect influence on customer repurchase intention via customer satisfaction. Results confirmed the mediator effect of customer satisfaction

Anahtar Kelimeler

Banking sector, Service quality, Satisfaction, Repurchase intention, Structural equation modeling

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