Abstract
This study was done on the customers of a supermarket in Duzce city. The research aims at measuring the quality of the services in supermarkets making use of the customers’ perceptions and expectations. SERVQUAL quality model was used in order to measure the quality of service. The data derived from the questionnaire were evaluated in SPSS 10.0. As a consequence of the FACTOR analysis, five dimensions were determined. These dimensions are: “personel’s dialogue with the customers”, “retailing policies”, “facilities for the customers”, “physical elements” and “solving the problems”. As a consequence of the MANOVA analysis, it was seen that some services are perceived differently depending on the demographic features of the customers.
Abstract
Bu çalışma, Düzce İlin’de bir süpermarket müşterilerine yönelik olarak gerçekleştirilmiştir. Araştırmanın amacı, süpermarketlerde sunulan hizmetlerin kalitesini, müşteri beklentileri ve algılamalarından faydalanarak ölçmektir. Hizmet kalitesini ölçmek için SERVQUAL kalite modelinden faydalanılmıştır. Anketle elde edilen veriler SPSS 10.0’da değerlendirilmiştir. Yapılan FAKTÖR Analizi sonucu, “Personelin Müşterilerle Olan Diyalogu”, “Perakendecilik Politikaları”, “Müşteriye Yönelik Kolaylıklar”, “Fiziki Unsurlar” ve “Sorun Giderme” şeklinde beş boyut belirlenmiştir. Yapılan MANOVA Analizi sonucu, müşterilerin demografik özelliklerine bağlı olarak bazı hizmetlerin farklı algılandığı saptanmıştır.
Details
| Primary Language | Turkish |
|---|---|
| Journal Section | Articles |
| Authors | |
| Publication Date | December 31, 2007 |
| Submission Date | June 11, 2014 |
| Published in Issue | Year 2007 Volume: 25 Issue: 2 |
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