BANKACILIK HİZMETLERİNDE MARKA ALGILARI VE HİZMET KALİTESİNİN ALGILANAN DEĞER, MÜŞTERİ TATMİNİ VE BAĞLILIĞINA ETKİLERİ

Year 2021, , 34 - 52, 30.03.2021

Ferudun Yayman

https://doi.org/10.17261/Pressacademia.2021.1385

Abstract

Amaç- Bu çalışmanın amacı, bireysel bankacılık alanında faaliyet gösteren bankaların; birer marka olarak imajlarının ve sundukları hizmetlerin kalitesinin yarattığı müşteri değeri ile müşteri tatmini ve bağlılığı üzerindeki etkilerini incelemektir.
Yöntem- Araştırma, 752 bireysel bankacılık müşterisi arasında anket yöntemi ile derlenen verilerin SPSS programında analiz edilmesi ile gerçekleştirilmiştir.
Bulgular- Araştırma sonuçları, marka algısı ve algılanan hizmet kalitesinin, müşterinin algıladığı değeri ve müşteri bağlılığını olumlu yönde etkilediğini göstermektedir. Bununla birlikte algılanan değer, müşteri tatmini ve müşteri bağlılığı ilişkisine yönelik elde edilen sonuçlara göre ise, marka algısı ve algılanan hizmet kalitesinin müşteri tatminine etkisinde, algılanan değerin aracılık rolü doğrulanmıştır. Ayrıca, marka algısı ve algılanan hizmet kalitesinin müşteri bağlılığına etkisinde de, müşteri tatmininin aracılık rolü olduğu saptanmıştır.
Sonuç- Bu çalışma kapsamında elde edilen sonuçlar; akademik alandaki araştırmacılara marka algısı ve algılanan hizmet kalitesi fenomenlerinin, müşteri değeri ve müşteri bağlılığı sürecindeki etkilerinin ortaya koyduğu teorik bulgular ile banka yöneticileri ve diğer uygulayıcılara kendi faaliyet alanlarında sürdürülebilir rekabet avantajı sağlamak için, müşteriye gerçekten değer katan ve müşteri bağlılığını artıran faktörlerin neler olduğunu bilmeleri konusunda oldukça önemli bilgiler sunmaktadır.

Keywords

Marka algıları, algılanan hizmet kalitesi, algılanan müşteri değeri, müşteri tatmini, müşteri bağlılığı

BRAND PERCEPTIONS IN BANKING SERVICES AND THE EFFECTS OF SERVICE QUALITY ON PERCEIVED VALUE, CUSTOMER SATISFACTION AND LOYALTY

Abstract

Purpose - The aim of this study is to help banks operating in the field of retail banking; To examine the effects of their image as a brand and the quality of the services they provide on customer value and customer satisfaction and loyalty.
Methodology - The research was carried out by analyzing the data compiled with the survey method among 752 retail banking customers in the SPSS program.
Findings - Research results show that brand perception and perceived service quality positively affect the customer perceived value and customer loyalty. However, according to the results obtained regarding perceived value, customer satisfaction and customer loyalty relationship, the mediating role of perceived value in the effect of brand perception and perceived service quality on customer satisfaction was confirmed. In addition, it has been determined that customer satisfaction has a mediating role in the effect of brand perception and perceived service quality on customer loyalty.
Conclusion - The results obtained within the scope of this study; With the theoretical findings revealed by academic researchers about the effects of brand perception and perceived service quality phenomena on customer value and customer loyalty process, bank managers and other practitioners should be informed about the factors that really add value to the customer and increase customer loyalty in order to provide sustainable competitive advantage in their field of activity. It offers very important information.

Keywords

Brand perceptions, perceived service quality, perceived customer value, customer satisfaction, customer loyalty

References

• Al-Tit, A. A. (2015). The Effect of Service and Food Quality on Customer Satisfaction and Hence Customer Retention. Asian Social Science, 11(23), 129-140.
• Amin, M. (2016). Internet banking service quality and its implication on e-customer satisfaction and e-customer loyalty. The International Journal of Bank Marketing, 34(3), 280-306.
• Andreassen, T. W. ve Lindestad, B. (1997). Customer Loyalty and Complex Services: The Impact of Corporete Image on quality, customer satisfaction and Loyalty for Customers with Varying Degrees of Service Expertise. International Journal of Service Industry Management, 8(4), 1-33.
• Arora, P., Narula, S. (2018). Linkages Between Service Quality, Customer Satisfaction and Customer Loyalty: A Literature Review. IUP Journal of Marketing Management, 17(4), 31-53.
• Boksberger, P. E. ve Melsen, L. (2011). Perceived value: a critical examination of definitions, concepts and measures for the service industry. Journal of Services Marketing, 25(3), 229-240.
• Brodie, R. J., Whittome, J. R. M., Brush, G. J. (2009). Investigating the service brand: A customer value perspective. Journal of Business Research, 62(3), 345–355.
• Caruana, A. (2002). Service Loyalty: The Effects of Service Quality and The Mediating Role of Customer Satisfaction. European Journal of Marketing, 36(7), 811-828.
• Cretu, A. E. ve Brodie, R. J. (2007). The influence of brand image and company reputation where manufacturers market to small firms: A customer value perspective. Industrial Marketing Management, 36(2), 230-240.
• Cronin, J. J., Brady, M. K., Brand, R. R., Hightower, R. ve Shemwell, D. J. (1997). A-Cross Sectional Test of the Effect and Concepualization of Service Value. The Journal of Service Marketing, 11(6), 375-391.
• Dick, A. S. ve Basu, K. (1994). Customer Loyalty: Toward an Integrated Conceptual Framework. Journal of The Academy of Marketing Science. 22(2), 99-113.
• El- Adly, M. I. (2018). Modelling the relationship between hotel perceived value, customer satisfaction, and customer loyalty. Journal of Retailling and Consumer Services, Article in Press, xxx (xxxx) xxx-xxx
• Grönroos, C. (1984). A Service Quality Model and its Marketing Implications. European Journal of Marketing, 18(4), 36-44.
• Holbrook, M. B. (1994). The nature of customer value: an axiology of services in the consumption experience. New directions in theory and practice, 21(1), 21-71.
• Kahneman, D. (2017). Hızlı ve Yavaş Düşünme (5. Baskı). (Çeviren, Ç. Deniztekin ve F. N. Deniztekin). İstanbul: Varlık Yayınları
• Kandampully, J. ve Suhartanto, D. (2000). Customer Loyalty in the Hotel Industry: The Role of Customer Satisfaction and Image. International Journal of Contemporary Hospitality Management, 12(6), 346-351.
• Kapferer, J. N. (2008). The New Strategic Brand Management: Creating and Sustaining Brand Equity Long Term (4th Edition). London: Kogan Page Publishers
• Khalifa, A. S. (2004). Customer Value: A Review of Recent Literature and an Integrative Configuration. Management Decision, 42(5), 645-666.
• Kheng, L. L., Mahamad, O., Ramayah T. ve Mosahab, R. (2010). The Impact of Service Quality on Customer Loyalty: A Study of Banks in Penang, Malaysia. International Journal of Marketing Studies, 2(2), 57-66
• Kotler, P. (1999). Marketing Management Millenium Edition (10th Edition). New Jersey: Prentice-Hall
• Lai, F., Griffin, M., Babin, B. J. (2009). How quality, value, image, and satisfaction create loyalty at a Chinese telecom. Journal of Business Research 62(10), 980–986.
• Lenka, U., Suar, D., Mohapatra, P. K. J. (2009). Service Quality, Customer Satisfaction, and Customer Loyalty in Indian Commercial Banks. The Journal of Entrepreneurship, 18(1), 47–64.
• Mascarenhas, O. A., Kesavan, R., Bernacchi, M. (2006). Lasting Customer Loyalty: A Total Customer Experience Approach. Journal of Consumer Marketing, 23(7), 397-405.
• Minh, N. V. ve Huu, N. H. (2016). The Relationship Between Service Quality, Customer Satisfaction and Customer Loyalty: An Investigation in Vietnamese Retail Banking Sector. Journal of Competitiveness, 8(2), 103-116.
• Mosahab, R., Mahamad, O., Ramayah, T. (2010). Service Quality, Customer Satisfaction and Loyalty: A Test of Mediation. International Business Research, 3(4), 72-80
• Mudambi, S. MD., Doyle, P, Wong, V. (1997). Exploration of branding in industrial markets. Industrial Marketing Management, 26, 433-446.
• Parasuraman A. P. ve Grewal, D. (2000). The Impact of Technology on the Quality-Value-Loyalty Chain: A Research Agenda. Journal of the Academy of Marketing Science, 28(1), 168-174.
• Parasuraman, A., Zeithaml, V. A., Berry, L. L. (1985). A Conceptual Model of Service Quality and Its Implications for Future Research. Journal Of Marketing, 49, 41-50.
• Parasuraman, A., Zeithaml, V. A., Berry, L. L. (1988). SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions Of Service Quality. Journal of Retailing, 64(1), 12-40.
• Patterson, P. G. ve Spreng, R. A. (1997). Modelling the relationship between perceived value, satisfaction and repurchase intentions in a business-to-business, services context: an empirical examination. International Journal of Service Industry Management, 8(5), 414-434.
• Rai, A. K. ve Medha, S. (2013). The Antecedents of Customer Loyalty: An Empirical Investigation in Life Insurance Context. Journal of Competitiveness, 5(2), 139-163.
• Roig, J. C. F., García, J. S., Tena, M. A. M. (2009). Perceived value and customer loyalty in financial services. The Service Industries Journal, 29(6), 775-789.
• Sheth, J. N., DePaul, B. I. N., Gross, B. L. (1991). Why We Buy What We Buy: A Theory of Consumption Values. Journal of Business Research, 22(2), 159-170.
• Sweeney, J. C. ve Soutar, G. N. (2001). Consumer perceived value: The development of a multiple item scale. Journal of Retailing, Vol. 77(2), 203–220.
• Sweeney, J. C., Soutar, G. N., Johnson, L. W. (1999). The Role of Perceived Risk in the Quality-Value Relationship: A Study in a Retail Environment. Journal of Retailing, 75(1), 77-105.
• Wood, L. M. C. (2000). Brands and brand equity: definition and management. Management Decision 38(9), 662-669.
• Woodruff, R. B. (1997). Customer Value: The Next Source for Competitive Advantage. Journal of the Academy of Marketing Science. 25(2), 139-153.
• Veloso, C. M., Magueta, D., Ribeiro, H. ve Alves, S. R. (April 19-20, 2018). The Links Between Service Quality, Brand Image, Customer Satisfaction and Loyalty in The Retail Industry. 28th International Scientific Conference on Economic and Social Development Economic and Social Development: Book of Proceedings. Varazdin Development and Entrepreneurship Agency. 497-511.
• Yang, Z., Peterson, R. T. (2004). Customer Perceived Value, Satisfaction, and Loyalty: The Role of Switching Costs. Psychology & Marketing, 21(10), 799–822.
• Yüksel, G. “Bilişsel Öğrenme Kuramı” (2014). (Ed.) Sevil Filiz Büyükalan, Öğrenme Öğretme Kuram ve Yaklaşımları (3. Baskı). Ankara: Pegem Akademi
• Yükselen, C. (2017). Pazarlama (İlkeler – Yönetim – Örnek Olaylar) (14. Baskı). Ankara: Detay Yayıncılık
• Zeithaml, V. A. (1988). Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence. Journal of Marketing, 52(3), 2-22.
• Grönroos, C. (2000). Service Management and Marketing: A Customer Relationship Management Approach, 2nd ed. Chichester: Wiley. https://archive.org/details/servicemanagemen0000gron/page/10/mode/2up (Erişim Tarihi: 30.08.2020)
• Heskett, J. L., Jones, T. O., Loveman, G. W., Sasser, W. E. ve Schlesinger, L. A. (2008). Putting the Service - Profit Chain to Work. Harvard Business Review. 1-23. https://hbr.org/2008/07/putting-the-service-profit-chain-to-work (Erişim Tarihi: 08.12.2020)
• Sağlam, M. F. (2019). Markanın Tarihi, Dünden Bugüne Marka Kavramı. BrandingTurkiye. www.brandingturkiye.com (Erişim tarihi: 05.05.2020)