Year 2017, Volume 6 , Issue 12, Pages 81 - 88 2017-12-26

EFFECTS OF SERVICE QUALITY ON CUSTOMER SATISFACTION, TRUST, CUSTOMER LOYALTY AND WORD OF MOUTH: AN APPLICATION ON CARGO COMPANIES IN GÜMÜŞHANE
EFFECTS OF SERVICE QUALITY ON CUSTOMER SATISFACTION, TRUST, CUSTOMER LOYALTY AND WORD OF MOUTH: AN APPLICATION ON CARGO COMPANIES IN GÜMÜŞHANE

Emel YILDIZ [1]


Modern pazarlamanın tanımında ürün ve hizmet benzer olarak ifade edilse de hizmetler özellik olarak ürünlerden büyük farklılıklar gösterir. Günümüz rekabet piyasalarında ise bu farklılıklar daha net ortaya çıkmaktadır. Hizmetlerin kendilerine has özellikleri onların pazarlanmasını da farklılaştırmaktadır. Özellikle kalite, güven ve tatmin gibi kavramlar daha önemli hale gelmektedir.

Bu çalışmanın amacı hizmet kalitesinin müşteri güveni ve müşteri tatmini üzerindeki; müşteri güveni ve müşteri tatmininin sadakat üzerindeki ve sadakatin kulaktan kulağa pazarlama üzerindeki etkilerini belirlemektir. Çalışma kapsamında Gümüşhane ilinde faaliyet gösteren kargo şirketleri incelenmiş ve 460 müşteriye anket uygulanmıştır. Ölçeklerin geçerlilik ve güvenilirlik analizleri Cronbach Alpha ve Faktör Analizi ile test edilmiştir. Araştırma hipotezleri ise Yapısal Eşitlik Modeli ile test edilmiş ve hizmet kalitesinin müşteri güveni ve müşteri tatmini üzerinde; tatmin ve güvenin sadakat üzerinde ve sadakatin de kulaktan kulağa pazarlama üzerinde anlamlı ve olumlu bir etkiye sahip olduğu belirlenmiştir. 

Although products and services are expressed as similar in the definition of modern marketing, services vary from products as feature. These differences emerge more clearly in today's competitive market. Inherent characteristics of services also differentiate marketing of them.  Especially concepts such as quality, trust and satisfaction have become more important.

The purpose of this study is to examine the effects of service quality on customer trust and customer satisfaction; customer trust and customer satisfaction on loyalty and loyalty on word of  mouth. In the concept of the study cargo companies operating in Gümüşhane are examined and questionnaire applied to 460 customer of this cargo companies. Validity and Reliability of scales are tested by Cronbach’s Alpha and Factor Analysis. Then hypothesis are tested by Structural Equation Modelling. As a result, it is found that service quality has positive effect on satisfaction and trust; satisfaction and trust have positive effect on loyalty and loyalty affect word of mouth positively. 

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Subjects Social
Journal Section Articles
Authors

Author: Emel YILDIZ
Institution: GÜMÜŞHANE ÜNİVERSİTESİ
Country: Turkey


Dates

Publication Date : December 26, 2017

APA YILDIZ, E . (2017). EFFECTS OF SERVICE QUALITY ON CUSTOMER SATISFACTION, TRUST, CUSTOMER LOYALTY AND WORD OF MOUTH: AN APPLICATION ON CARGO COMPANIES IN GÜMÜŞHANE. Global Journal of Economics and Business Studies , 6 (12) , 81-88 . Retrieved from https://dergipark.org.tr/en/pub/gumusgjebs/issue/33338/325945