Zincir Kahve Markalarına Yönelik Algılanan Hizmet Kalitesinin Müşteri Tatmini Üzerindeki Etkisi

Year 2025, Volume: 2 Issue: 50, 49 - 64, 04.01.2026

Şenol Hacıefendioğlu

https://doi.org/10.35343/kosbed.1823767

Abstract

Rekabetin en yoğun yaşandığı pazarlardan biri de hizmet sektöründe faaliyet gösteren zincir kahve markaları arasındaki rekabettir. Değişen pazar koşullarının dikkate alınması ile söz konusu bu sektörde rekabet avantajının sağlanabilmesi için müşteri tatmininin gerçekleştirilmesinde algılanan hizmet kalitesinin yükseltilmesi gerekmektedir. Bu çalışmanın amacı, zincir kahve markalarına yönelik algılanan hizmet kalitesinin müşteri tatmini üzerindeki etkisinin araştırılmasıdır. Araştırmanın verileri, zincir kahve markasını kullanan 342 katılımcı ile yüz yüze anket uygulaması yapılarak elde edilmiş ve değerlendirilmiştir. Çalışmada değişkenler arasındaki ilişkilerin ortaya çıkartılmasında öncelikli olarak korelasyon analizi yapılmıştır. Araştırmanın bağımsız değişkenlerinin bağımlı değişken olan “müşteri tatmini” üzerindeki etkisinin ölçülmesinde (hipotezlerin testi) çoklu regresyon analizi kullanılmıştır. Araştırmadan ortaya çıkan sonuçlara göre; “güvenilirlik”, “güvence”, “empati” ve “fiziksel varlıklar/görünüm” değişkenleri araştırmanın bağımlı değişkeni olan “müşteri tatmini”ni olumlu bir şekilde etkilemektedir.

Keywords

Zincir Kahve Markası , Algılanan Hizmet Kalitesi , Müşteri Tatmini , Güvenilirlik

Ethical Statement

Araştırmanın yürütülebilmesi için, araştırmaya başlamadan önce Sosyal ve Beşeri Bilimler Etik Kurulu’ndan (19/06/2025 tarih ve E.795346 sayılı onay yazısı) etik kurul ve kurum izni alınmıştır. Araştırmaya başlamadan önce katılımcıların yazılı ve sözel izinleri alınmıştır. Çalışmamda Helsinki Deklarasyonu Prensiplerine uyulmuştur.

Supporting Institution

Bu çalışma mali açıdan desteklenmemiştir.

The Impact of Perceived Service Quality on Customer Satisfaction for Chain Coffee Brands

Abstract

One of the most intensely competitive markets is the competition between chain coffee brands operating in the service sector. Given changing market conditions, perceived service quality must be increased to achieve competitive advantage in this sector, leading to customer satisfaction. The purpose of this study is to investigate the impact of perceived service quality for chain coffee brands on customer satisfaction. Data for the study was obtained and evaluated through a face-to-face survey conducted with 342 participants who use chain coffee brands. Correlation analysis was primarily conducted to reveal the relationships between the study variables. Multiple regression analysis was used to measure the impact of the study's independent variables on the dependent variable of "customer satisfaction" (hypothesis testing). The results of the study indicate that the variables "reliability," "assurance," "empathy," and "physical assets/appearance" positively affect the dependent variable of "customer satisfaction."

Keywords

Chain Coffee Brand , Perceived Service Quality , Customer Satisfaction , Reliability

Ethical Statement

Prior to the commencement of the study, ethical approval and institutional permission were obtained from the Social and Humanities Sciences Ethics Committee (approval dated 19/06/2025, No. E.795346). Written and verbal informed consent was obtained from all participants before data collection. The study was conducted in accordance with the principles of the Declaration of Helsinki.

Supporting Institution

This study was not financially supported.

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