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A Research to Determine the Service Quality Levels of Turkish Universities in the COVID-19 Pandemic Process

Year 2021, Volume: 18 Issue: 43, 6507 - 6529, 07.11.2021
https://doi.org/10.26466/opus.944561

Abstract

In the study conducted during the COVID-19 Pandemic period, it is thought that the study may be an important touchstone with the thought that the effect of the pandemic period on service perception may be inevitable. On the other hand, the lack of studies to determine the quality of university service in a non-singular and inclusive nature in the literature and the consideration of the COVID-19 Pandemic period are other important issues. The research was carried out to determine the service quality of Turkish Universities with 494 participants who are studying or graduated from State or Foundation Universities, and it was carried out to obtain inductive findings with primary type data and quantitative methods. Service quality was measured with the SERVQUAL method and scale, which is one of the most important and accepted scales used for this purpose, and the findings were reached and concluded with statistical analysis. According to the findings of the research, it was observed that both State and Foundation Universities were not able to create satisfaction in all 22 subjects specified on the SERVQUAL scale during the COVID-19 Pandemic period. The highest issues of dissatisfaction; It has been observed that it is related to "lack of technological equipment", "trust in education services" and "the quality and quantity of employees". While the issue of “trust in educational services” is the biggest dissatisfaction issue for Foundation Universities, it has been found that “lack of technological equipment” is for State Universities. "Assurance", "Reliability" and "Empathy" factors were observed as the parameters that created the most dissatisfaction. In order to use the SERVQUAL scale used in the study, permission to use was obtained from the copyright owners and the permission of the Ethics committee was requested.

References

  • American Society for Quality. (t.y.). Benefits of total quality management. 01.05.2021 tarihinde https://asq.org/quality-resources/total-quality-management/tqm-gets-results adresinden erişildi.
  • Armstrong, G., Kotler, P., Trifts, V. ve Buchwitz, L. A. (2017). Marketing: An introduction. Toronto: Pearson. Berry, L. L., Parasuraman, A. ve Zeithaml, V.A. (1988). The service quality puzzle. Business Horizon, 31(5), 35-43.
  • Bitner, M. J. ve Hubbert, A. R. (1994). Encounter satisfaction versus overall satisfaction versus quality: The customer's voice. R. T. Rust ve R. L. Oliver, (Der.), Service quality: New directions in theory and practice. Içinde (s.72-94) Thousand Oaks, CA: Sage.
  • Chartered Quality Professional ve International Register of Certificated Auditors. (2021). About quality. 01.05.2021 tarihinde https://www.quality.org/what-quality adresinden erişildi.
  • Deming, W. E. (2019). Krizden çıkış. (C. Akaş, Çev.). İstanbul: Kalder Yayın. (Orijinal eserin yayın tarihi 2000). Doğan, A. (2021). The effects of COVID-19 Pandemic on business areas and post covid-19 management trends. Turkish Studies-Social, 16(1), 131-156. https://dx.doi.org/10.47356.
  • European University Association. (2021). Covid-19 & universities. 16.06.2021 tarihinde https://eua.eu/issues/27:covid-19-and-universities-in-europe.html adresinden erişildi.
  • Fonseca, L., Amaral, A. ve Oliveira, J. (2021). Quality 4.0: The EFQM 2020 Model and Industry 4.0 relationships and implications. Sustainability, 13, 3107. https://doi.org/10.3390/su13063107.
  • Food and Agriculture Organization of the United Nations. (t.y.). What is quality? 01.05.2021 tarihinde http://www.fao.org/3/W7295E/w7295e03.htm adresinden erişildi.
  • Güriş, S. ve Astar, M. (2014). Bilimsel araştırmalarda SPSS ile istatistik. İstanbul: Der Yayınları.
  • International Association of Universities. (2021). COVID-19 impact on higher education: Institutional and students’ perspectives. 16.06.2021 tarihinde https://www.iau-aiu.net/IMG/pdf/joint_paper_iau_and_esn_-_institutional_and_students_perspectives_of_covid-19_impact_on_higher_education.pdf adresinden erişilmiştir.
  • International Trade Centre. (2011). Export quality management: A guide for small and medium-sized exporters. 2th Ed. World Trade Organization and the United Nations.
  • Kotler, P. ve Armstrong, G. (2018) Principles of marketing. 17th Ed. Harlow, UK: Pearson Education Limited.
  • Kotler, P. ve Keller, K. L. (2016). Marketing management. 15 Ed. Pearson India Education Services Pvt. Ltd.
  • Kotler, P., Armstrong, G., Harris, L. C. ve He, H. (2020). Principles of marketing. Eight European edition published. Harlow, UK: Pearson Education Limited.
  • Marinoni, G., Land, H. van’t. ve Jensen, T. (2020). The impact of COVID-19 on higher education around the world, IAU global survey report. Paris: International Association of Universities (IAU)/UNESCO House.
  • Organisation for Economic Co-operation and Development. (2006). Glossary of statistical terms. 01.05.2021 tarihinde https://stats.oecd.org/glossary/detail.asp?ID=5150 adresinden erişildi.
  • Özdemir, A. (2019). Yönetim Biliminde ileri araştırma yöntemleri ve uygulamalar. 5. Baskı. İstanbul: Beta. Parasuraman, A., Zeithaml, V. A. ve Berry, L. L. (1985). A conceptual model of service quality and its implications for future research. Journal of Marketing, 49(4), 41-50.
  • Parasuraman, A., Zeithaml, V. A. ve Berry, L. L. (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retail, 64(1), 12–40.
  • Parasuraman, A., Berry, L. L. ve Zeithaml, V.A. (1991). Refinement and reassessment of SERVQUAL Scale. Journal of Retail, 67, 420–450.
  • Parasuraman, A., Zeithaml, V. A. ve Berry, L. L. (1994a). Reassessment of expectations as a comparison in measuring service quality: Implications for further research. Journal of Marketing, 58(1), 111–124.
  • Parasuraman, A., Zeithaml, V. A. ve Berry, L. L. (1994b). Alternative scales for measuring service quality: A comparative assessment based on psychometric and diagnostic criteria. Journal of Retail, 70(3), 201–230.
  • Qiu, R. G. (2014). Service science the foundations of service engineering and management. Hoboken, New Jersey: John Wiley & Sons, Inc.
  • QualityWBT Center for Education. (2017). ISO 9001:2015 Requirements from A to Z16, desk reference. 01.05.2021 tarihinde https://www.qualitywbt.org/FlexTraining/file/R39-QMS-2015/ISO%209001%202015%20Requirements%20A%20to%20Z%20Desk%20Reference%20JP07%20Final2.pdf adresinden erişilmiştir.
  • Skinner, S. J. (1990). Marketing. Boston: Houghton Mifflin Company.
  • Zairi, M. (Ed.). (1999). Best practice process innovation management. Oxford: Buttenvorth-Heinemann.
  • Zeithaml, V. A., Berry, L. L. ve Parasuraman, A. (1996). The Behavioral Consequences of Service Quality. Journal of Marketing, 60, 31-46.

COVID-19 Pandemi Sürecinde, Türk Üniversitelerinin Hizmet Kalite Düzeylerini Belirlemeye Yönelik Bir Araştırma

Year 2021, Volume: 18 Issue: 43, 6507 - 6529, 07.11.2021
https://doi.org/10.26466/opus.944561

Abstract

COVID-19 Pandemi döneminde yapılan araştırmada, Pandemi döneminin hizmet algısına etkisinin kaçınılmaz olabileceği düşüncesi ile çalışmanın önemli bir mihenk taşı olabileceği düşünülmektedir. Öte yandan literatürde tekil olmayan, kapsayıcı nitelikte üniversite hizmet kalitesini belirlemeye yönelik araştırmaların olmayışı, COVID-19 Pandemi döneminin dikkate alınması da diğer önemli görülebilecek hususlardandır. Araştırma, Devlet veya Vakıf Üniversitelerinde okuyan ya da mezunu olan 494 katılımcı ile Türk Üniversitelerinin hizmet kalitelerini belirlemeye yönelik olarak yapılmış, birincil tür verilerle ve kantitatif yönetemlerle tümevarımsal bulguları elde etmek üzere gerçekleştirilmiştir. Hizmet kalitesi, bu maksatla kullanılan en önemli ve kabul gören ölçeklerden birisi olan SERVQUAL yöntemi ve ölçeği ile ölçümlenmiş, istatistik analizlerle bulgulara erişilmiş ve sonuçlandırılmıştır. Araştırma bulgularına göre, hem Devlet hem de Vakıf Üniversitelerinin, COVID-19 Pandemi döneminde SERVQUAL ölçeğinde belirtilen 22 adet konunun tamamında memnuniyet oluşturamadıkları gözlemlenmiştir. En yüksek memnuniyetsizlik konularının; “teknolojik donanım eksikliği”, “eğitim hizmetlerine duyulan güven” ile “çalışanların nitelik ve nicelikleri” ile ilgili olduğu gözlemlenmiştir. Vakıf Üniversiteleri için “eğitim hizmetlerine duyulan güven” konusu en büyük memnuniyetsizlik konusu iken Devlet Üniversiteleri için “teknolojik donanım eksikliği” olduğu bulgulanmıştır. “Güvence”, “Güvenirlik” ve “Empati” faktörleri en fazla memnuniyetsizlik oluşturan parametreler olarak gözlemlenmişlerdir. Araştırmada kullanılan SERVQUAL ölçeğinin kullanılabilmesi için telif hakkı sahiplerinden kullanım izni alınmış ve Etik kurul uygunluğu alınmıştır.

References

  • American Society for Quality. (t.y.). Benefits of total quality management. 01.05.2021 tarihinde https://asq.org/quality-resources/total-quality-management/tqm-gets-results adresinden erişildi.
  • Armstrong, G., Kotler, P., Trifts, V. ve Buchwitz, L. A. (2017). Marketing: An introduction. Toronto: Pearson. Berry, L. L., Parasuraman, A. ve Zeithaml, V.A. (1988). The service quality puzzle. Business Horizon, 31(5), 35-43.
  • Bitner, M. J. ve Hubbert, A. R. (1994). Encounter satisfaction versus overall satisfaction versus quality: The customer's voice. R. T. Rust ve R. L. Oliver, (Der.), Service quality: New directions in theory and practice. Içinde (s.72-94) Thousand Oaks, CA: Sage.
  • Chartered Quality Professional ve International Register of Certificated Auditors. (2021). About quality. 01.05.2021 tarihinde https://www.quality.org/what-quality adresinden erişildi.
  • Deming, W. E. (2019). Krizden çıkış. (C. Akaş, Çev.). İstanbul: Kalder Yayın. (Orijinal eserin yayın tarihi 2000). Doğan, A. (2021). The effects of COVID-19 Pandemic on business areas and post covid-19 management trends. Turkish Studies-Social, 16(1), 131-156. https://dx.doi.org/10.47356.
  • European University Association. (2021). Covid-19 & universities. 16.06.2021 tarihinde https://eua.eu/issues/27:covid-19-and-universities-in-europe.html adresinden erişildi.
  • Fonseca, L., Amaral, A. ve Oliveira, J. (2021). Quality 4.0: The EFQM 2020 Model and Industry 4.0 relationships and implications. Sustainability, 13, 3107. https://doi.org/10.3390/su13063107.
  • Food and Agriculture Organization of the United Nations. (t.y.). What is quality? 01.05.2021 tarihinde http://www.fao.org/3/W7295E/w7295e03.htm adresinden erişildi.
  • Güriş, S. ve Astar, M. (2014). Bilimsel araştırmalarda SPSS ile istatistik. İstanbul: Der Yayınları.
  • International Association of Universities. (2021). COVID-19 impact on higher education: Institutional and students’ perspectives. 16.06.2021 tarihinde https://www.iau-aiu.net/IMG/pdf/joint_paper_iau_and_esn_-_institutional_and_students_perspectives_of_covid-19_impact_on_higher_education.pdf adresinden erişilmiştir.
  • International Trade Centre. (2011). Export quality management: A guide for small and medium-sized exporters. 2th Ed. World Trade Organization and the United Nations.
  • Kotler, P. ve Armstrong, G. (2018) Principles of marketing. 17th Ed. Harlow, UK: Pearson Education Limited.
  • Kotler, P. ve Keller, K. L. (2016). Marketing management. 15 Ed. Pearson India Education Services Pvt. Ltd.
  • Kotler, P., Armstrong, G., Harris, L. C. ve He, H. (2020). Principles of marketing. Eight European edition published. Harlow, UK: Pearson Education Limited.
  • Marinoni, G., Land, H. van’t. ve Jensen, T. (2020). The impact of COVID-19 on higher education around the world, IAU global survey report. Paris: International Association of Universities (IAU)/UNESCO House.
  • Organisation for Economic Co-operation and Development. (2006). Glossary of statistical terms. 01.05.2021 tarihinde https://stats.oecd.org/glossary/detail.asp?ID=5150 adresinden erişildi.
  • Özdemir, A. (2019). Yönetim Biliminde ileri araştırma yöntemleri ve uygulamalar. 5. Baskı. İstanbul: Beta. Parasuraman, A., Zeithaml, V. A. ve Berry, L. L. (1985). A conceptual model of service quality and its implications for future research. Journal of Marketing, 49(4), 41-50.
  • Parasuraman, A., Zeithaml, V. A. ve Berry, L. L. (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retail, 64(1), 12–40.
  • Parasuraman, A., Berry, L. L. ve Zeithaml, V.A. (1991). Refinement and reassessment of SERVQUAL Scale. Journal of Retail, 67, 420–450.
  • Parasuraman, A., Zeithaml, V. A. ve Berry, L. L. (1994a). Reassessment of expectations as a comparison in measuring service quality: Implications for further research. Journal of Marketing, 58(1), 111–124.
  • Parasuraman, A., Zeithaml, V. A. ve Berry, L. L. (1994b). Alternative scales for measuring service quality: A comparative assessment based on psychometric and diagnostic criteria. Journal of Retail, 70(3), 201–230.
  • Qiu, R. G. (2014). Service science the foundations of service engineering and management. Hoboken, New Jersey: John Wiley & Sons, Inc.
  • QualityWBT Center for Education. (2017). ISO 9001:2015 Requirements from A to Z16, desk reference. 01.05.2021 tarihinde https://www.qualitywbt.org/FlexTraining/file/R39-QMS-2015/ISO%209001%202015%20Requirements%20A%20to%20Z%20Desk%20Reference%20JP07%20Final2.pdf adresinden erişilmiştir.
  • Skinner, S. J. (1990). Marketing. Boston: Houghton Mifflin Company.
  • Zairi, M. (Ed.). (1999). Best practice process innovation management. Oxford: Buttenvorth-Heinemann.
  • Zeithaml, V. A., Berry, L. L. ve Parasuraman, A. (1996). The Behavioral Consequences of Service Quality. Journal of Marketing, 60, 31-46.
There are 26 citations in total.

Details

Primary Language Turkish
Subjects Operation
Journal Section Articles
Authors

Alpaslan Alpaslanoğlu 0000-0003-0859-984X

Publication Date November 7, 2021
Acceptance Date July 11, 2021
Published in Issue Year 2021 Volume: 18 Issue: 43

Cite

APA Alpaslanoğlu, A. (2021). COVID-19 Pandemi Sürecinde, Türk Üniversitelerinin Hizmet Kalite Düzeylerini Belirlemeye Yönelik Bir Araştırma. OPUS International Journal of Society Researches, 18(43), 6507-6529. https://doi.org/10.26466/opus.944561