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

Year 2011, Volume: 7 Issue: 13, 221 - 238, 01.06.2011

Mustafa Hotamışlı Ali Eleren

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

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