Research Article
BibTex RIS Cite

Tüketici Ekstra Rol Davranışı ve Algılanan Hizmet Kalitesi Arasındaki İlişkiyi Tanımlamaya Yönelik Nitel Bir Araştırma

Year 2021, Volume: 6 Issue: 1, 46 - 57, 29.07.2021

Abstract

Bu çalışmada, kargo işletmelerinden hizmet alan tüketicilerin ekstra rol davranışı ve algıladıkları hizmet kalitesi arasındaki ilişki tanımlanmak istenmiştir. Nitel araştırma geleneğine göre yapılandırılan bu çalışma, “Kargo işletmelerinden hizmet alan tüketiciler, algıladıkları hizmet kalitesi doğrultusunda ekstra rol davranışını nasıl yansıtmaktadır?” sorusuna yanıt aramıştır. Tüketicilerle yapılan görüşmeden elde edilen veriler niteliksel (tematik) ve betimsel içerik analizi yöntemiyle analiz edilmiş ve sonuçlar tanımlanarak yorumlanmıştır. Analiz sonuçlarına göre, algılanan hizmet kalitesinin memnuniyete dönüşmesinde, hizmet karşılaştırması ile iletişim ve çalışan deneyiminin önemli bir rolünün olduğu ortaya çıkmıştır. Bu unsurların da, yönlendirme ve bilgi kaynağı, müşteri önerisi ve müşterinin empati kurması şeklindeki ekstra rol davranışlarını şekillendirdiği görülmüştür.

References

  • Ahearne, Michael, vd. (2005). “Antecedents and Consequences of Customer-Company İdentification: Expanding The Role of Relationship Marketing.” Journal of Applied Psychology 90: 574-585.
  • A. Anaza, Nwamaka (2014). “Personality Antecedents of Customer Citizenship Behaviors in Online Shopping Situtaions.” Psychology And Marketing 3(4): 251-263.
  • W. Anderson, Eugene (2004). “Customer Satisfaction And Shareholder Value.” Journal of Marketing 68(4): 172-185.
  • A. Aşık, Nuran (2016). “Algılanan Hizmet Kalitesinin Müşteri Memnuniyeti Üzerine Etkisi: Termal Otellerde Bir Araştırma.” Uluslararası Sosyal Araştırmalar Dergisi 9(47): 1161-1168.
  • Banar, Kerim ve Ekergil, Vedat. (2010). “Muhasebe Meslek Mensuplarının Hizmet Kalitesi: Sunulan Hizmetlerin Kalitesi ile Müşteri Memnuniyeti İlişkisi Eskişehir Uygulaması.” Anadolu Üniversitesi Sosyal Bilimler Dergisi 10(1): 39-60.
  • A. Bettencourt, Lance (1997). “Customer Voluntary Performance: Customers as Partners in Service Delivery.” Journal of Retailing 73: 383-406.
  • Bezirgan, Muammer (2015). “Algılanan Hizmet Kalitesi ile Memnuniyet Arasında Aidiyetin Aracı Etkisi: Sosyal Tesislere Yönelik Bir Araştırma.” International Review of Economics and Management 3(2): 143-162.
  • Bove, Liliana vd. (2009). “Service Worker İn Encouraging Customer Organizational Citizenship Behaviors.” Journal of Business Research 62: 698-705.
  • Büyüköztürk, Şener (2017). Sosyal Bilimler için Veri Analizi El Kitabı. Ankara: Pegem Akademi.
  • Chen, Ching-Fu (2008). “Investigating Structural Relationships Between Service Quality, Perceived Value, Satisfaction, And Behavioral İntentions For Air Passengers: Evidence From Taiwan, Department of Transportation & Communication Management Science.” National Cheng Kung University.
  • J. Cronin, Joseph ve A. Taylor, Steven (1992). “Measuring Service Quality: A Re-Examination And Extension.” Journal of Marketing 56(3): 56-68.
  • S. Dassanayake, Preetl ve Weerasiri, Sudath (2017). “The Impact of Perceived Service Quality on Customer Satisfaction in a Sri Lankan Veterinary Hospital.” Singapore Management Journal 6(1): 83-98.
  • Devebakan, Nevzat ve Aksaraylı, Mehmet (2003). “Sağlık İşletmelerinde Algılanan Hizmet Kalitesinin Ölçümünde SERVQUAL Skorlarının Kullanımı ve Özel Altınordu Hastanesi Uygulaması.” Dokuz Eylül Üniversitesi Sosyal Bilimler Enstitüsü Dergisi 5(1): 38-54.
  • En İyi Kargo Şirketi Hangisi, https://forum.shiftdelete.net/threads/en-iyi-kargo-sirketi-hangisi.614906/. Erişim tarihi: 08.08.2019.
  • Ercsey, Ida (2016). “ Participation: Mandatory or Voluntary Behaviour?” Club of Economics in Miskolc TMP 12(1): 27-36.
  • S.Z. Ford, Wendy (1995). “Evaluation of The Indirect Influence of Courteous Service on Customer Discretionary Behavior.” Health Communication Research 22: 65-89.
  • Fotiadis, Anestis ve Vassiliadis, Christos (2016). “Service Quality at Theme Parks.” Journal of Quality Assurance in Hospitality & Tourism 17(2): 178-190.
  • Fraenkel, Jack ve Wallen, Norman (2006). How to Design and Evaluate Research in Education. New York: McGraw-Hill International Edition.
  • Gelibolu, Levent ve Kerse, Yağmur (2018). “Yükseköğretimde Hizmet Kalitesinin Müşteri Vatandaşlık Davranışına Etkisi.” C.Ü. İktisadi ve İdari Bilimler Dergisi 19(1): 361-380.
  • Groth, Markus. (2005). “Customers as Good Soldiers: Examining Citizenship Behaviors in Internet Service Deliveries.” Journal of Management 31: 7–27.
  • E. Haddad, Anood vd. (2012). “Perceived Service Quality And Customer Satisfacition: An Empirical Investigation of The Rebranded Telecommunication Companies in Jordan.” European Journal of Social Sciences 34(1): 118-137.
  • Ha, Jooyeon ve Jang, Soocheong (2010). “Effects of Service Quality and Food Quality: The Moderating Role of Atmospherics in an Ethnic Restaurant Segment.” International Journal of Hospitality Management 29(3): 520-529.
  • Ho, Li-Hsing vd. (2013). “Integration of Kano’s Model and SERVQUAL for Enhancing Standard Hotel Customer Satisfaction.”, African Journal of Business Management 7(23): 2257-2265.
  • Jensen, Qystein ve K. Hansen, Victor (2007). “Consumer Values Among Restaurant Customers.” International Journal of Hospitality Management 26(3): 603-622.
  • Johnson, Wiggins ve Rapp, Adam (2010). “A More Comprehensive Understanding and Measure of Customer Helping Behavior.” Journal of Business Research, 63: 787-792.
  • Kattara, Hanan Saad vd. (2008). “The Impact of Employee Behaviour on Customers’ Service Quality Perceptions and Overall Satisfaction.” Tourism and Hospitality Research 8: 309-323.
  • Keh, Hean Tat ve Teo, Chi Wei (2001). “Retail Customers as Partial Employees in Service Provision: A Conceptual Framework.” International Journal of Retail & Distribution Management 29(8): 370-378.
  • A. Khan, Muhammad (2010). “An Empirical Assessment of Service Quality of Cellular Mobile Telephone Operators in Pakistan.” Asian Social Science 6(10): 164-177.
  • Lengnick-Hall, Cynthia (1996). “Customer Contributions to Quality: A Different View of The Customer-Oriented Firm.” The Academy of Management Review 21(3): 791–824.
  • Nguyen, Helena, vd. (2014). “The Impact of Service Scripts on Customer Citizenship Behavior and The Moderating Role of Employee Customer Orientation.” Psychology and Marketing 31(12): 1096-1109.
  • Odabaşı, Yavuz ve Barış, Gülfidan (2011). Tüketici Davranışı. İstanbul: MediaCat.
  • Parasuraman, A Parsu vd. (1988). “Servqual: A Multi-İtem Scale for Measuring Consumer Perceptions ff The Service Quality.” Journal of Retailing 64(1): 12-40.
  • Parasuraman, A Parsu vd. (1985). “A Conceptual Model of Service Quality and Its Implications for Future Research.” The Journal of Marketing 41-50.
  • Ratnayaka, R.M. vd. (2019). “Impact of Organizational Citizenship Behavior on Perceived Service Quality in Hotel Industry.” Journal of the University of Ruhuna 7(1): 25-42.
  • S. Rosenbaum, Mark ve Massiah, Carolyn (2007). “When Customers Receive Support From Other Customers: Exploring The Influence of İntercustomer Social Support on Customer Voluntary Performance.” Journal of Service Research 9(3): 257–270.
  • Sofia, Ferraz ve Andres, Veloso (2019). “Perceived Value of Customer Citizenship Behavior.” Proceedings of the European Marketing Academy 48(9602).
  • Spyridou, Anastasia (2017). “Perceived Service Quality and Customer Revisiting Intention: The Case of “All You Can Eat” Asian Restaurants in Southern Taiwan.” Journal of Tourism, Heritape & Services Marketing 3(2): 30-38.
  • Ural, Ayhan ve Kılıç, İbrahim (2013). Bilimsel Araştırma Süreci ve SPSS ile Veri Analizi. Ankara: Detay.
  • Vandyne, Linn vd. (1995). “Extra-Role Behaviors-in Pursuit of Construct and Definitional Clarity (A Bridge Over Muddied Waters).” Research in Organizational Behavior: An Annual Series of Analytical Essays and Critical Reviews 17(17): 215-285.
  • Yarmacı, Nihan ve Kefeli, Edanur (2020). “Yiyecek İçecek İşletmelerinde Hizmet Kalitesinin Müşteri Vatandaşlık Davranışına Etkisi: İstanbul Örneği.” İşletme Araştırmaları Dergisi 12(4): 3947-3964.
  • Yıldırım, Ali ve Şimşek, Hasan (2008). Sosyal Bilimlerde Nitel Araştırma Yöntemleri. Ankara: Seçkin.
  • Yılmaz, Veysel vd. (2007). “Servqual Yöntemiyle Yükseköğretimde Hizmet Kalitesinin Ölçülmesi.” Anadolu Üniversitesi Sosyal Bilimler Dergisi 7(1): 299-316.
  • Yi, Youjae ve Gong, Taeshik (2013). “Customer Value Co-Creation Behavior: Scale Development and Validation.” Journal of Business Research 66: 1279-1284.
  • Yi, Youjae ve Gong, Taeshik (2008). “If Employees “Go The Extra Mile”, Do Customers Reciprocate With Similar Behaviour.” Psychology and Marketing 25(10): 961-986.
  • Yi, Youjae vd. (2011). “Customer Participation and Citizenship Behavioural Influences on Employee Performance, Satisfaction, Commitment, and Turnover Intention.” Journal of Business Research, 64: 87–95.
  • Zeithaml, Valeria vd. (1990). Delivering Quality Service: Balancing Customer Perceptions and Expectations., New York: The Free Press Simon and Schuster Inc.
Year 2021, Volume: 6 Issue: 1, 46 - 57, 29.07.2021

Abstract

References

  • Ahearne, Michael, vd. (2005). “Antecedents and Consequences of Customer-Company İdentification: Expanding The Role of Relationship Marketing.” Journal of Applied Psychology 90: 574-585.
  • A. Anaza, Nwamaka (2014). “Personality Antecedents of Customer Citizenship Behaviors in Online Shopping Situtaions.” Psychology And Marketing 3(4): 251-263.
  • W. Anderson, Eugene (2004). “Customer Satisfaction And Shareholder Value.” Journal of Marketing 68(4): 172-185.
  • A. Aşık, Nuran (2016). “Algılanan Hizmet Kalitesinin Müşteri Memnuniyeti Üzerine Etkisi: Termal Otellerde Bir Araştırma.” Uluslararası Sosyal Araştırmalar Dergisi 9(47): 1161-1168.
  • Banar, Kerim ve Ekergil, Vedat. (2010). “Muhasebe Meslek Mensuplarının Hizmet Kalitesi: Sunulan Hizmetlerin Kalitesi ile Müşteri Memnuniyeti İlişkisi Eskişehir Uygulaması.” Anadolu Üniversitesi Sosyal Bilimler Dergisi 10(1): 39-60.
  • A. Bettencourt, Lance (1997). “Customer Voluntary Performance: Customers as Partners in Service Delivery.” Journal of Retailing 73: 383-406.
  • Bezirgan, Muammer (2015). “Algılanan Hizmet Kalitesi ile Memnuniyet Arasında Aidiyetin Aracı Etkisi: Sosyal Tesislere Yönelik Bir Araştırma.” International Review of Economics and Management 3(2): 143-162.
  • Bove, Liliana vd. (2009). “Service Worker İn Encouraging Customer Organizational Citizenship Behaviors.” Journal of Business Research 62: 698-705.
  • Büyüköztürk, Şener (2017). Sosyal Bilimler için Veri Analizi El Kitabı. Ankara: Pegem Akademi.
  • Chen, Ching-Fu (2008). “Investigating Structural Relationships Between Service Quality, Perceived Value, Satisfaction, And Behavioral İntentions For Air Passengers: Evidence From Taiwan, Department of Transportation & Communication Management Science.” National Cheng Kung University.
  • J. Cronin, Joseph ve A. Taylor, Steven (1992). “Measuring Service Quality: A Re-Examination And Extension.” Journal of Marketing 56(3): 56-68.
  • S. Dassanayake, Preetl ve Weerasiri, Sudath (2017). “The Impact of Perceived Service Quality on Customer Satisfaction in a Sri Lankan Veterinary Hospital.” Singapore Management Journal 6(1): 83-98.
  • Devebakan, Nevzat ve Aksaraylı, Mehmet (2003). “Sağlık İşletmelerinde Algılanan Hizmet Kalitesinin Ölçümünde SERVQUAL Skorlarının Kullanımı ve Özel Altınordu Hastanesi Uygulaması.” Dokuz Eylül Üniversitesi Sosyal Bilimler Enstitüsü Dergisi 5(1): 38-54.
  • En İyi Kargo Şirketi Hangisi, https://forum.shiftdelete.net/threads/en-iyi-kargo-sirketi-hangisi.614906/. Erişim tarihi: 08.08.2019.
  • Ercsey, Ida (2016). “ Participation: Mandatory or Voluntary Behaviour?” Club of Economics in Miskolc TMP 12(1): 27-36.
  • S.Z. Ford, Wendy (1995). “Evaluation of The Indirect Influence of Courteous Service on Customer Discretionary Behavior.” Health Communication Research 22: 65-89.
  • Fotiadis, Anestis ve Vassiliadis, Christos (2016). “Service Quality at Theme Parks.” Journal of Quality Assurance in Hospitality & Tourism 17(2): 178-190.
  • Fraenkel, Jack ve Wallen, Norman (2006). How to Design and Evaluate Research in Education. New York: McGraw-Hill International Edition.
  • Gelibolu, Levent ve Kerse, Yağmur (2018). “Yükseköğretimde Hizmet Kalitesinin Müşteri Vatandaşlık Davranışına Etkisi.” C.Ü. İktisadi ve İdari Bilimler Dergisi 19(1): 361-380.
  • Groth, Markus. (2005). “Customers as Good Soldiers: Examining Citizenship Behaviors in Internet Service Deliveries.” Journal of Management 31: 7–27.
  • E. Haddad, Anood vd. (2012). “Perceived Service Quality And Customer Satisfacition: An Empirical Investigation of The Rebranded Telecommunication Companies in Jordan.” European Journal of Social Sciences 34(1): 118-137.
  • Ha, Jooyeon ve Jang, Soocheong (2010). “Effects of Service Quality and Food Quality: The Moderating Role of Atmospherics in an Ethnic Restaurant Segment.” International Journal of Hospitality Management 29(3): 520-529.
  • Ho, Li-Hsing vd. (2013). “Integration of Kano’s Model and SERVQUAL for Enhancing Standard Hotel Customer Satisfaction.”, African Journal of Business Management 7(23): 2257-2265.
  • Jensen, Qystein ve K. Hansen, Victor (2007). “Consumer Values Among Restaurant Customers.” International Journal of Hospitality Management 26(3): 603-622.
  • Johnson, Wiggins ve Rapp, Adam (2010). “A More Comprehensive Understanding and Measure of Customer Helping Behavior.” Journal of Business Research, 63: 787-792.
  • Kattara, Hanan Saad vd. (2008). “The Impact of Employee Behaviour on Customers’ Service Quality Perceptions and Overall Satisfaction.” Tourism and Hospitality Research 8: 309-323.
  • Keh, Hean Tat ve Teo, Chi Wei (2001). “Retail Customers as Partial Employees in Service Provision: A Conceptual Framework.” International Journal of Retail & Distribution Management 29(8): 370-378.
  • A. Khan, Muhammad (2010). “An Empirical Assessment of Service Quality of Cellular Mobile Telephone Operators in Pakistan.” Asian Social Science 6(10): 164-177.
  • Lengnick-Hall, Cynthia (1996). “Customer Contributions to Quality: A Different View of The Customer-Oriented Firm.” The Academy of Management Review 21(3): 791–824.
  • Nguyen, Helena, vd. (2014). “The Impact of Service Scripts on Customer Citizenship Behavior and The Moderating Role of Employee Customer Orientation.” Psychology and Marketing 31(12): 1096-1109.
  • Odabaşı, Yavuz ve Barış, Gülfidan (2011). Tüketici Davranışı. İstanbul: MediaCat.
  • Parasuraman, A Parsu vd. (1988). “Servqual: A Multi-İtem Scale for Measuring Consumer Perceptions ff The Service Quality.” Journal of Retailing 64(1): 12-40.
  • Parasuraman, A Parsu vd. (1985). “A Conceptual Model of Service Quality and Its Implications for Future Research.” The Journal of Marketing 41-50.
  • Ratnayaka, R.M. vd. (2019). “Impact of Organizational Citizenship Behavior on Perceived Service Quality in Hotel Industry.” Journal of the University of Ruhuna 7(1): 25-42.
  • S. Rosenbaum, Mark ve Massiah, Carolyn (2007). “When Customers Receive Support From Other Customers: Exploring The Influence of İntercustomer Social Support on Customer Voluntary Performance.” Journal of Service Research 9(3): 257–270.
  • Sofia, Ferraz ve Andres, Veloso (2019). “Perceived Value of Customer Citizenship Behavior.” Proceedings of the European Marketing Academy 48(9602).
  • Spyridou, Anastasia (2017). “Perceived Service Quality and Customer Revisiting Intention: The Case of “All You Can Eat” Asian Restaurants in Southern Taiwan.” Journal of Tourism, Heritape & Services Marketing 3(2): 30-38.
  • Ural, Ayhan ve Kılıç, İbrahim (2013). Bilimsel Araştırma Süreci ve SPSS ile Veri Analizi. Ankara: Detay.
  • Vandyne, Linn vd. (1995). “Extra-Role Behaviors-in Pursuit of Construct and Definitional Clarity (A Bridge Over Muddied Waters).” Research in Organizational Behavior: An Annual Series of Analytical Essays and Critical Reviews 17(17): 215-285.
  • Yarmacı, Nihan ve Kefeli, Edanur (2020). “Yiyecek İçecek İşletmelerinde Hizmet Kalitesinin Müşteri Vatandaşlık Davranışına Etkisi: İstanbul Örneği.” İşletme Araştırmaları Dergisi 12(4): 3947-3964.
  • Yıldırım, Ali ve Şimşek, Hasan (2008). Sosyal Bilimlerde Nitel Araştırma Yöntemleri. Ankara: Seçkin.
  • Yılmaz, Veysel vd. (2007). “Servqual Yöntemiyle Yükseköğretimde Hizmet Kalitesinin Ölçülmesi.” Anadolu Üniversitesi Sosyal Bilimler Dergisi 7(1): 299-316.
  • Yi, Youjae ve Gong, Taeshik (2013). “Customer Value Co-Creation Behavior: Scale Development and Validation.” Journal of Business Research 66: 1279-1284.
  • Yi, Youjae ve Gong, Taeshik (2008). “If Employees “Go The Extra Mile”, Do Customers Reciprocate With Similar Behaviour.” Psychology and Marketing 25(10): 961-986.
  • Yi, Youjae vd. (2011). “Customer Participation and Citizenship Behavioural Influences on Employee Performance, Satisfaction, Commitment, and Turnover Intention.” Journal of Business Research, 64: 87–95.
  • Zeithaml, Valeria vd. (1990). Delivering Quality Service: Balancing Customer Perceptions and Expectations., New York: The Free Press Simon and Schuster Inc.
There are 46 citations in total.

Details

Primary Language Turkish
Subjects Communication and Media Studies, Public Relations
Journal Section Reseach
Authors

Sezen Garip 0000-0002-5488-8573

Publication Date July 29, 2021
Published in Issue Year 2021 Volume: 6 Issue: 1

Cite

APA Garip, S. (2021). Tüketici Ekstra Rol Davranışı ve Algılanan Hizmet Kalitesi Arasındaki İlişkiyi Tanımlamaya Yönelik Nitel Bir Araştırma. Middle Black Sea Journal of Communication Studies, 6(1), 46-57.