MEASURING THE SERVICE QUALITY IN THE GSM OPERATORS WITH SERVQUAL SCALE: AFYONKARAHİSAR SAMPLE

Abstract

The aim of this study is to measure and analyze comparatively with SERVQUAL scale, the expectations and perceptions of the users on the services of GSM operators those are Avea, Turkcell and Vodafone in Afyonkarahisar about these operators‟ services. Data were obtained from 1225 participants who live in Afyonkarahisar city centrum and get the service of those Global System for Mobile operators. Questionnaire method has been used in data collecting and frequency analyses, hypothesis testing, t test, ANOVA analyses and LSD test have been used in analyzing the data. The result of the study reveals that none of the Global System for Mobile operators has fully satisfied their customers‟ expectations in terms of service dimensions. Furthermore, the study reveals that physical facilities is perceived as the best while empathy dimension is the worst service dimension among the all other service quality dimensions provided by Global System for Mobile operators

Keywords

• GSM Operators,Customer Expectations and Perceptions,Service Quality

GSM Operatörlerinde Hizmet Kalitesinin SERVQUAL Ölçeği İle Ölçülmesi: Afyonkarahisar Örneği

Abstract

Bu çalışmanın amacı, Avea, Turkcell ve Vodafone operatörlerinin hizmetlerine ilişkin müşterilerin beklenti ve algılarını, Afyonkarahisar kapsamında SERVQUAL ölçeğiyle ölçmek ve karşılaştırmalı bir analizini yapmaktır. Veriler GSM operatörlerinden hizmet alan ve Afyonkarahisar il merkezindeki 1225 müşteriden elde edilmiştir. Çalışmada; veri toplamada anket yöntemi, değerlemede ise; frekans analizi, hipotez testi, t testi, anova analizi ve LSD testi kullanılmıştır. Çalışmanın sonucunda, üç GSM operatöründe hizmet boyutları itibariyle müşterilerin beklentilerinin tam karşılanamadığı, hizmet kalite boyutları içerisinde en iyi hizmet boyutunun fiziksel özellikler boyutu, en olumsuz boyutun ise anlayış boyutu olduğu görülmüştür.

Keywords

• GSM Operatörleri,Müşteri Beklentileri ve Algıları,Hizmet Kalitesi

References

1. Altunışık, Remzi, Recai Coşkun, Serkan Bayraktaroğlu ve Engin Yıldırım (2010), Sosyal Bilimlerde Araştırma Yöntemleri, Sakarya Yayıncılık, 6.Basım, Sakarya.
2. Anderson, Eugene, W., and Clacs Fornell (1994), ―A Customer Satisfaction Research Prospectus‖, Rust,T. Roland, Oliver, L Richard (Eds)., Service Quality: New Directions in Theory and Practice, pp. 241-268, (Erişim Tarihi:10.07.2010).
3. Anderson, W. E., and V. Mittal (2000), ―Strengthening The Satisfaction-Profit Chain‖, Journal of Service Research, 3 (2), pp. 107-120, (Erişim Tarihi:10.07.2010).
4. Babakuş, Emin and Gregory W. Boller (1992), ―An Empirical Assessment of the SERVQUAL Scale‖, Journal of Business Research, vol. 24, Issue 3, http://www.sciencedirect.com/science, pp. 253-268, (Erişim Tarihi:10.07.2010).
5. Babakuş, Emin and W. Glynn Mangold (1992), ―Adapting the SERVQUAL Scale to Hospital Services: An Empirical Investigation‖, HSR: Health Services Research 26, (Erişim Tarihi: 10.07.2010). pp. 767-786
6. Bejou, David., Christine Ennew, Adrian, T., Palmer (1998), ―Trust, Ethics and Relationship Satisfaction‖, International Journal Of Bank Marketing, Vol. 16 No.4, www.emeraldinsight.com/journals.htm?articleid=854956, pp. 170-175, (Erişim Tarihi: 10.07.2010).
7. Brown, T. J., Gilberth A. Churchill Jr. and J. Paul Peter (1993), ―Improving the Measurement Of Service Quality‖, Journal of Retailing, Vol. 69 No. 1, http://www.sciencedirect.com/science?_ob=ArticleURL&_udi=B6W5D- 4HHY27N6&_user=1390781&_coverDate=05%2F31%2F1993&_rdoc=1&_fmt =high&_orig=gateway&_origin=gateway&_sort=d&_docanchor=&view=c&_se archStrId=1687120911&_rerunOrigin=scholar.google&_acct=C000052536&_ve rsion=1&_urlVersion=0&_userid=1390781&md5=18f229e69a07f4dd20834c8ee d917991&searchtype=a, pp. 127-139. (Erişim Tarihi: 10.07.2010).
8. BTK (2010), Üç Aylık Pazar Verileri Raporu, 2010 Yılı 2. Çeyrek, http://www.btk. gov.tr/Yayin/pv/ucaylik10_2.pdf, (Erişim Tarihi: 10.07.2010).

9. Carman, James M. (1990), ―Consumer Perceptions of Service Quality: An Assessment Of The SERVQUAL Dimensions‖, Journal of Retailing,Vol. 66, Issue: 1, http://search.ebscohost.com/login.aspx?direct=true&db=buh&AN=4667961&sit e=ehost-live, pp.33-55, (Erişim Tarihi: 10.07.2010).
10. Cronin, J. Joseph and Stephan A. Taylor,. (1992), ―Measuring Service Quality: A Reexamination and Extension‖, Journal of Marketing, Vol. 56, http://www.jstor.org/stable/1252296, pp. 55-68, (Erişim Tarihi: 10.07.2010).
11. Dale, Barrie G., Ton van der Wiele, Jos van Iwaarden (2007) Managing Quality, Publisher: John Wiley & Sons, http://proquestcombo.safaribooksonline.com /9781405142793, p. 250, (Erişim Tarihi:10.07.2010).
12. Değermen, Anıl (2004), Hizmet Kalitesi İle Müşteri Sadakatinin Sağlanması ve GSM Sektöründe Bir Uygulama, İstanbul Üniversitesi, Sosyal Bilimler Enstitüsü, Doktora Tezi, İstanbul, www.yok.gov.tr, (Erişim Tarihi:10.07.2010).
13. Dominic, P., Durai Dhanapal, Kim Nee Goh, Diana Wong and Yie Yoke Chen (2010), ―The Importance of Service Quality For Competitive Advantage–With Special Reference to Industrial Product‖, International Journal of Business Information System,(IJBIS),http://www.inderscience.com/browse/index.php?journalID=172& year=2010&vol=6&issue=3, p. 1, (Erişim Tarihi:10.07.2010).
14. Eleren, Ali, Çetin Bektaş, ve Alpaslan Şahin Görmüş (2007), ―Hizmet Sektöründe Hizmet Kalitesinin SERVQUAL Yöntemi ile Ölçülmesi ve Hazır Yemek İşletmesinde Bir Uygulama‖, Finans Politik & Ekonomik Yorumlar, 514, ss. 75- 88.
15. Ennew, Christine, Mary Hartley (1996), ―Financial Advisers and Savings and Investment Products in Buttle‖, Relationship Marketing: Theory and Practice (Eds, http://books.google.com/books?id=dBrEdHGaobQC&pg=PA118&dq=Financial +Advisers+and+Savings+and+Investment+Products+In+Buttle, (Erişim Tarihi:10.07.2010). Chapman), Publishing, London, pp. 118-30
16. Gilmore, Audrey (2003), Services, Marketing and Management, Sage Publications, London.
17. GSM Mobil Telefon İşletmecilerinin Hizmet Kalitesi Yükümlülükleri ile İlgili Ölçütlerin Belirlenmesi ve Ölçümüne İlişkin Tebliğ (2005), T.C. Resmî Gazete, Sayı: 25744, 03 Mart 2005.
18. Homburg, Christine and Annette Giering (2001), ―Personal Characteristics As Moderators of the Relationship Between Customer Satisfaction and Loyalt–An Empirical http://onlinelibrary.wiley.com/doi/10.1002/1520-pdf, Tarihi:10.07.2010). Psychology & Marketing, Vol. 18 No.1, (Erişim pp. 43-66
19. ITU (2010), Measuring the Information Society, www.itu.int/ITU/ict/publications/, (Erişim Tarihi:10.07.2010).
20. Karaçuka, Mehmet (2008), ―Türk Mobil Telekomünikasyon Piyasalarında Rekabet ve Şebeke Etkileri‖, 2. Ulusal İktisat Kongresi. İzmir,http://www.deu.edu.tr/userwe b/iibf_kongre/dosyalar/karacuka.pdf, s.22, (Erişim Tarihi:10.07.2010).
21. Kotler, Philip (1997), Marketing Management; Analysis, Planning. Implementation and Control, 9th Edition, New Jersey, Prentice Hall.
22. Landrum, T. Hollis, Victor Prybutok, Xiaoni Zhang, Daniel Peak (2009), ―Measuring IS System Service Quality with SERVQUAL: Users‘ Perceptions of Relative Importance of the Five SERVPERF Dimensions‖, (Eds, Fielden Kay) Informing Science: the International Journal of an Emerging Transdiscipline, Vol. 12, http://inform.nu/Articles/Vol. 12/ISJv12p017-035, Landrum 232.pdf, pp. 17-33, (Erişim Tarihi:10.07.2010).
23. Lee, Donghoon and Kenneth I. Wolpin (2006), ―Intersectoral Labor Mobility and the Growth of the Service Sector‖, Econometrica, Vol. 74, No. 1, Published by: The Econometric SocietyStable URL: http://www.jstor.org/stable/3598922, pp. 1-46, (Erişim Tarihi:10.07.2010).
24. Li, Wei, Lixin Colin XU and Institute for Advanced Study (2002), ―The Political Economy of Privatization and Competition: Cross-Measurement‖, Journal of Retailing, 69, http://ideas.repec.org/p/cpr/ceprdp/2825.html, pp. 439, (Erişim Tarihi:10.07.2010).
25. Müşteri Dostu (2010), http://www.sikayetvar.com/firmalar/musteridostu/k/335, (Erişim Tarihi:10.07.2010).
26. Nacar, Yasin (2004), GSM Operatörlerinde Müşteri Memnuniyetinin Ölçülmesi: Erzurum Örneği, Atatürk Üniversitesi, Sosyal Bilimler Enstitüsü, İşletme Anabilim Dalı, Yüksek Lisans Tezi, Erzurum, 2004, www.yok.gov.tr, (Erişim Tarihi:10.07.2010).
27. Panda, Tapan, Kumar (2003), ―Creating Customer Lifetime Value Through Effective CRM in Financial Services Industry‖, Journal of Services Research, Vol. 2 No.2, http://dspace.iimk.ac.in/handle/123456789/86?mode=full&submit_simple=Show +full+item+record, pp. 157-171, (Erişim Tarihi:10.07.2010).
28. Parasuraman, P. A., Valaria A Zeithaml and Leonard L. Berry (1985), ―A Conceptual Model of Service Quality and Its Implications For Future Research, Journal of Marketing 49, http://www.jstor.org/stable/pdf plus/1251430.pdf, pp. 14-50
29. Parasuraman, P. A. Valaria A. Zeithaml and Leonard L. Berry (1988), ―SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality‖, Journal of Retailing, 64 (1), http://apps.isiknowledge.com/full_record.do, pp. 12- 40, (Erişim Tarihi:10.07.2010).
30. Pardey, David (2007), Planning to Work Efficiently, (Super Series), Institute of Leadership & Management, Publisher: Pergamon Flexible Learning, USA, http://books.google.com/books?id=1E68, pp. 2-113, (Erişim Tarihi:10.07.2010).
31. Seth, Nitin, S., Vrat Deshmukh, (2005), ―Service Quality Models: A Review‖, International Journal of Quality & Reliability Management, 22 (9), www.emeraldinsight.com/0265-671X.htm, Tarihi:10.07.2010). p.p. 913-949, (Erişim
32. Sudhahar, J. Clement, M. Selvam (2007), ―Journal Service Quality Scale Development in Indian Retail Banking Sector: An Empirical Investigation‖, Journal of Applied Sciences, http://docsdrive.com/pdfs/ansinet/jas/2007/766-771.pdf, Tarihi:10.07.2010). Issue: Vol. 7 5, p.p. 766-771, (Erişim
33. Sureshchander, G.S., Chandrasekharand Rajendran, R. N., Anatharaman (2002), ―The Relationship Between Service Quality and Customer Satisfaction: A Factor Specific www.informaworld.com/index/923385978.pdf, Tarihi:10.07.2010). of Assroach‖, Journal Services Marketing 16 (4), pp. 363-379, (Erişim
34. Tekbaş, Erdinç (2002), Sabit ve Sayısal Mobil Telekominikasyon Şebekelerinde Hizmet Kalitesi: Dünya ve Türkiye Analizi, Uzmanlık Tezi, Telekomünikasyon Kurumu, Ankara, (Erişim Tarihi:10.07.2010).
35. /Erdinc_Tekbas_Tez.pdf
36. Turkish Mobile Market: Ossortunity Beckons With Summer Launch of 3G Network (2009), http://smartphone.biz-news.com/news/2009/03/24/0049, (Erişim Tarihi: 10.07.2010).
37. Yıldırım, Kemal, Meltem Erdoğan (2010), ―Türkiye GSM Piyasasında Üçüncü Dereceden Fiyat Farklılaştırması Uygulamalarının Refah ve Çıktı Üzerine Etkilerinin Analizi‖, Anadolu Üniversitesi Sosyal Bilimler Dergisi, Anadolu Unıversıty Journal Of Socıal Scıences, Cilt/Vol. 10, Sayı/No: 2, www.yok.gov.tr