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HİZMET KİŞİSEL DEĞERİ, HİZMET DEĞERİ, TATMİN VE SADAKAT ARASINDAKİ İLİŞKİ: ÖZEL HASTANELERDE BİR ÖN ÇALIŞMA

Year 2017, Volume: 3 Issue: 1, 762 - 769, 30.06.2017
https://doi.org/10.17261/Pressacademia.2017.656

Abstract

Hizmet ve değer, deneyimsel bir hizmet çevresindeki iki ayrılmaz kavramdır. Hizmet kişisel değeri tüketici perspektifinden öznel olarak değerlendirilen bir kavram olup, hizmet değeri, müşteri tatmini ve sadakati ile ilişkilidir. Bu bağlamda, bu araştırmanın amacı; hizmet kişisel değerleri, hizmet değeri, tatmin ve sadakat arasındaki ilişkileri incelemektir. Veriler, kolayda örneklem yöntemi kullanılarak özel hastanelerden hizmet alan kişilerden (250) elde edilmiştir. Üç boyutu kapsayan (barışçıl yaşam, sosyal tanınmışlık ve sosyal bütünleşme) hizmet kişisel değerleri ve iki boyutu kapsayan (süreç ve sonuç) hizmet değeri Lages ve Fernandes (2005), Hau ve Thuy (2012)’dan uyarlanmıştır. Tatmin ve sadakate ilişkin ifadeler Oliver (1997) and Zeithaml vd. (1996)’ye göre düzenlenmiştir. Ölçeklerin geçerlilik ve güvenilirliğini test etmek amacıyla doğrulayıcı faktör analizi (DFA) kullanılmıştır. Daha sonra ise, Lisrel 8.80 paket programı ile yapısal eşitlik modeli (YEM) oluşturulmuş ve test edilmiştir. Araştırmanın sonucu; hizmet kişisel değerleri, hizmet değeri, tatmin ve sadakat arasında anlamlı bir ilişki olduğunu ortaya koymaktadır. Hizmet değeri, tatmin ve sadakat üzerinde tam aracılık görevi görmektedir. Bu araştırmanın sonuçları, özel hastane yöneticilerinin sağlık hizmeti, tatmin ve sadakate ilişkin stratejileri iyi bir biçimde nasıl tasarlamaları gerektiği konusunda çıkarımlar sağlamaktadır.

References

  • Allen, M. W. (2001). A practical method for uncovering the direct and indirect relationships between human values and consumer purchases. Journal of Consumer Marketing, 18(2), 102-120.
  • Allen, M. W., & Hung Ng, S. (2003). Human values, utilitarian benefits and identification: The case of meat. European Journal of Social Psychology, 33(1), 37-56.
  • Bagozzi, R., & Yi, Y. (1988). On evaluation of structural equation models. Journal of the Academy of Marketing Science, 16, 74–94.
  • Becker, B. W., & Connor, P. E. (1981). Personal values of the heavy user of mass media. Journal of Advertising Research, 21, 37-43.
  • Bitner, J. M., Faranda, W. T., Hubbert, A. R., & Zeithaml, V. A. (1997). Customer contributions and roles in service delivery. International Journal of Service Industry Management, 8(3), 193-205.
  • Browne, M.W., & Cudeck, R. (1993). Alternative ways of assessing model fit. In K.A. Bollen & J.S. Long (Eds.), Testing structural equation models (pp. 445–455). Newbury Park, CA: Sage.
  • Chiu, C.M. & Wang, E.T.G. (2008). Understanding web-based learning continuance intention: The role of subjective task value, Information & Management, 45: 194-201.
  • Choi, K. S., Cho, W. H., Lee, S., Lee, H., & Kim, C. (2004). The relationships among quality, value, satisfaction and behavioral intention in health care provider choice: A South Korean study. Journal of Business Research, 57(8), 913-921.
  • Durgee, J. F., O'Connor, G. C., & Veryzer, R. W. (1996). Translating values into product wants. Journal of Advertising Research, 36(6), 90101.
  • Grönroos, C. (2006), “Adopting a service logic for marketing”, Marketing Theory, 6(3), 317-333.
  • Grunert, S. C., & Juhl, H. J. (1995). Values, environmental attitudes, and buying of organic foods. Journal of Economic Psychology, 16(1), 3962.
  • Gummerus, J. (2010). E-services as resources in customer value creation: A service logic approach. Managing Service Quality: An International Journal, 20(5), 425-439.
  • Hau, L.N. & Thuy, P. N. (2012). Impact of service personal values on service value and customer loyalty: a cross-service industry study. Service business, 6(2), 137-155.
  • Heinonen, K. (2004). Reconceptualizing customer perceived value: the value of time and place. Managing Service Quality: An International Journal, 14(2/3), 205-215.
  • Heinonen, K. (2007). Conceptualising online banking service value. Journal of Financial Services Marketing, 12(1), 39-52.
  • Henrique, J. L., & Matos, C. A. D. (2015). The influence of personal values and demographic variables on customer loyalty in the banking industry. International Journal of Bank Marketing, 33(4), 571-587.
  • Holbrook, M. B. (2006). Consumption experience, customer value, and subjective personal introspection: An illustrative photographic essay. Journal of Business Research, 59(6), 714-725.
  • Hu, L. & Bentler, P.M. (1999). Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives. Structural Equation Modeling, 6 (1): 1-55.
  • Huber, F., Herrmann, A., & Morgan, R. E. (2001). Gaining competitive advantage through customer value oriented management. Journal of Consumer Marketing, 18(1), 41-53.
  • Jayawardhena, C. (2004). Personal values’ influence on e-shopping attitude and behaviour. Internet Research, 14(2), 127-138.
  • Kahle, L. R. (1980). Stimulus condition self-selection by males in the interaction of locus of control and skill-chance situations. Journal of Personality and Social Psychology, 38(1), 50-56.
  • Kamakura, W. A., & Novak, T. P. (1992). Value-system segmentation: Exploring the meaning of LOV. Journal of Consumer Research, 19(1), 119-132.
  • Koo, D. M., Kim, J. J., & Lee, S. H. (2008). Personal values as underlying motives of shopping online. Asia Pacific Journal of Marketing and Logistics, 20(2), 156-173.
  • Lages, L. F., & Fernandes, J. C. (2005). The SERPVAL scale: A multi-item instrument for measuring service personal values. Journal of Business Research, 58(11), 1562-1572.
  • Manchiraju, S., & Sadachar, A. (2014). Personal values and ethical fashion consumption. Journal of Fashion Marketing and Management, 18(3), 357-374.
  • Nordgren, L. (2009). Value creation in health care services–developing service productivity: experiences from Sweden. International Journal of Public Sector Management, 22(2), 114-127.
  • Oliver, R.L. (1997). Satisfaction: A Behavioral Perspective on the Consumer. McGraw-Hill, New York, NY.
  • Osei-Frimpong, K., Wilson, A., & Owusu-Frimpong, N. (2015). Service experiences and dyadic value co-creation in healthcare service delivery: a CIT approach. Journal of Service Theory and Practice, 25(4), 443-462.
  • Rokeach, M. (1973). The Nature of Human Values. New York, NY, Free Press.
  • Rotchanakitumnuai, S. (2008). Measuring e-government service value with the E-GOVSQUAL-RISK model. Business Process Management Journal, 14(5), 724-737.
  • Schwartz, S. H. (1992). Universals in the content and structure of values: Theoretical advances and empirical tests in 20 countries. Advances in Experimental Social Psychology, 25, 1-65.
  • Thuy, N. P. & Hau, N. L. (2010). Service personal values and customer loyalty: a study of banking services in a transitional economy. International Journal of Bank Marketing, 28(6), 465-478.
  • Vinhal Nepomuceno, M., & Barreiros Porto, J. (2010). Human values and attitudes toward bank services in Brazil. International Journal of Bank Marketing, 28(3), 168-192.
  • Williams Jr, R. M. (1979). Change and stability in values and value systems: A sociological perspective. In Rokeach, M. (ed.) Understanding Human Values: Individual and Societal, Free Press, New York, NY 15, 46.
  • Zainuddin, N., Russell-Bennett, R., & Previte, J. (2013). The value of health and wellbeing: an empirical model of value creation in social marketing. European Journal of Marketing, 47(9), 1504-1524.
  • Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. The Journal of Marketing, 2-22.

RELATIONSHIP AMONG SERVICE PERSONAL VALUES, SERVICE VALUE, SATISFACTION AND LOYALTY: A PRELIMINARY STUDY IN PRIVATE HOSPITALS

Year 2017, Volume: 3 Issue: 1, 762 - 769, 30.06.2017
https://doi.org/10.17261/Pressacademia.2017.656

Abstract

Service and value are the two inseparable concepts in
experiential service environment. Service personal value is a concept that is
subjectively assessed from a consumer perspective, and is associated with
service value, consumer satisfaction and loyalty. In this context, the purpose
of this study was to examine the relationships between services personal
values, service value, satisfaction, and loyalty. Data were collected from
persons (250) receiving services from private hospitals using convenience sampling
method. The scales of service personal values involving three dimensions
(peaceful life, social recognition and social integration) and service value
comprising two dimensions (outcome and process) were adapted from Lages and
Fernandes (2005), Hau and Thuy (2012). The items of satisfaction and loyalty
were adjusted from Oliver (1997) and Zeithaml et al. (1996). Confirmatory
factor analysis (CFA) was used to investigate validity and reliability of the
scales. Then, a structural equation model (SEM) was developed and tested using
data with Lisrel 8.80 software. The results of the study indicates significant
relationships between services personal values, service value, satisfaction,
and loyalty. Service value have a full mediator effect on satisfaction and
loyalty. The results of the study have significant implications as to how well
private hospital managers design strategies of health service, satisfaction,
and loyalty.

References

  • Allen, M. W. (2001). A practical method for uncovering the direct and indirect relationships between human values and consumer purchases. Journal of Consumer Marketing, 18(2), 102-120.
  • Allen, M. W., & Hung Ng, S. (2003). Human values, utilitarian benefits and identification: The case of meat. European Journal of Social Psychology, 33(1), 37-56.
  • Bagozzi, R., & Yi, Y. (1988). On evaluation of structural equation models. Journal of the Academy of Marketing Science, 16, 74–94.
  • Becker, B. W., & Connor, P. E. (1981). Personal values of the heavy user of mass media. Journal of Advertising Research, 21, 37-43.
  • Bitner, J. M., Faranda, W. T., Hubbert, A. R., & Zeithaml, V. A. (1997). Customer contributions and roles in service delivery. International Journal of Service Industry Management, 8(3), 193-205.
  • Browne, M.W., & Cudeck, R. (1993). Alternative ways of assessing model fit. In K.A. Bollen & J.S. Long (Eds.), Testing structural equation models (pp. 445–455). Newbury Park, CA: Sage.
  • Chiu, C.M. & Wang, E.T.G. (2008). Understanding web-based learning continuance intention: The role of subjective task value, Information & Management, 45: 194-201.
  • Choi, K. S., Cho, W. H., Lee, S., Lee, H., & Kim, C. (2004). The relationships among quality, value, satisfaction and behavioral intention in health care provider choice: A South Korean study. Journal of Business Research, 57(8), 913-921.
  • Durgee, J. F., O'Connor, G. C., & Veryzer, R. W. (1996). Translating values into product wants. Journal of Advertising Research, 36(6), 90101.
  • Grönroos, C. (2006), “Adopting a service logic for marketing”, Marketing Theory, 6(3), 317-333.
  • Grunert, S. C., & Juhl, H. J. (1995). Values, environmental attitudes, and buying of organic foods. Journal of Economic Psychology, 16(1), 3962.
  • Gummerus, J. (2010). E-services as resources in customer value creation: A service logic approach. Managing Service Quality: An International Journal, 20(5), 425-439.
  • Hau, L.N. & Thuy, P. N. (2012). Impact of service personal values on service value and customer loyalty: a cross-service industry study. Service business, 6(2), 137-155.
  • Heinonen, K. (2004). Reconceptualizing customer perceived value: the value of time and place. Managing Service Quality: An International Journal, 14(2/3), 205-215.
  • Heinonen, K. (2007). Conceptualising online banking service value. Journal of Financial Services Marketing, 12(1), 39-52.
  • Henrique, J. L., & Matos, C. A. D. (2015). The influence of personal values and demographic variables on customer loyalty in the banking industry. International Journal of Bank Marketing, 33(4), 571-587.
  • Holbrook, M. B. (2006). Consumption experience, customer value, and subjective personal introspection: An illustrative photographic essay. Journal of Business Research, 59(6), 714-725.
  • Hu, L. & Bentler, P.M. (1999). Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives. Structural Equation Modeling, 6 (1): 1-55.
  • Huber, F., Herrmann, A., & Morgan, R. E. (2001). Gaining competitive advantage through customer value oriented management. Journal of Consumer Marketing, 18(1), 41-53.
  • Jayawardhena, C. (2004). Personal values’ influence on e-shopping attitude and behaviour. Internet Research, 14(2), 127-138.
  • Kahle, L. R. (1980). Stimulus condition self-selection by males in the interaction of locus of control and skill-chance situations. Journal of Personality and Social Psychology, 38(1), 50-56.
  • Kamakura, W. A., & Novak, T. P. (1992). Value-system segmentation: Exploring the meaning of LOV. Journal of Consumer Research, 19(1), 119-132.
  • Koo, D. M., Kim, J. J., & Lee, S. H. (2008). Personal values as underlying motives of shopping online. Asia Pacific Journal of Marketing and Logistics, 20(2), 156-173.
  • Lages, L. F., & Fernandes, J. C. (2005). The SERPVAL scale: A multi-item instrument for measuring service personal values. Journal of Business Research, 58(11), 1562-1572.
  • Manchiraju, S., & Sadachar, A. (2014). Personal values and ethical fashion consumption. Journal of Fashion Marketing and Management, 18(3), 357-374.
  • Nordgren, L. (2009). Value creation in health care services–developing service productivity: experiences from Sweden. International Journal of Public Sector Management, 22(2), 114-127.
  • Oliver, R.L. (1997). Satisfaction: A Behavioral Perspective on the Consumer. McGraw-Hill, New York, NY.
  • Osei-Frimpong, K., Wilson, A., & Owusu-Frimpong, N. (2015). Service experiences and dyadic value co-creation in healthcare service delivery: a CIT approach. Journal of Service Theory and Practice, 25(4), 443-462.
  • Rokeach, M. (1973). The Nature of Human Values. New York, NY, Free Press.
  • Rotchanakitumnuai, S. (2008). Measuring e-government service value with the E-GOVSQUAL-RISK model. Business Process Management Journal, 14(5), 724-737.
  • Schwartz, S. H. (1992). Universals in the content and structure of values: Theoretical advances and empirical tests in 20 countries. Advances in Experimental Social Psychology, 25, 1-65.
  • Thuy, N. P. & Hau, N. L. (2010). Service personal values and customer loyalty: a study of banking services in a transitional economy. International Journal of Bank Marketing, 28(6), 465-478.
  • Vinhal Nepomuceno, M., & Barreiros Porto, J. (2010). Human values and attitudes toward bank services in Brazil. International Journal of Bank Marketing, 28(3), 168-192.
  • Williams Jr, R. M. (1979). Change and stability in values and value systems: A sociological perspective. In Rokeach, M. (ed.) Understanding Human Values: Individual and Societal, Free Press, New York, NY 15, 46.
  • Zainuddin, N., Russell-Bennett, R., & Previte, J. (2013). The value of health and wellbeing: an empirical model of value creation in social marketing. European Journal of Marketing, 47(9), 1504-1524.
  • Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. The Journal of Marketing, 2-22.
There are 36 citations in total.

Details

Primary Language Turkish
Journal Section Articles
Authors

Mehpare Tokay Argan

Metin Argan

Publication Date June 30, 2017
Published in Issue Year 2017 Volume: 3 Issue: 1

Cite

APA Tokay Argan, M., & Argan, M. (2017). HİZMET KİŞİSEL DEĞERİ, HİZMET DEĞERİ, TATMİN VE SADAKAT ARASINDAKİ İLİŞKİ: ÖZEL HASTANELERDE BİR ÖN ÇALIŞMA. PressAcademia Procedia, 3(1), 762-769. https://doi.org/10.17261/Pressacademia.2017.656
AMA Tokay Argan M, Argan M. HİZMET KİŞİSEL DEĞERİ, HİZMET DEĞERİ, TATMİN VE SADAKAT ARASINDAKİ İLİŞKİ: ÖZEL HASTANELERDE BİR ÖN ÇALIŞMA. PAP. June 2017;3(1):762-769. doi:10.17261/Pressacademia.2017.656
Chicago Tokay Argan, Mehpare, and Metin Argan. “HİZMET KİŞİSEL DEĞERİ, HİZMET DEĞERİ, TATMİN VE SADAKAT ARASINDAKİ İLİŞKİ: ÖZEL HASTANELERDE BİR ÖN ÇALIŞMA”. PressAcademia Procedia 3, no. 1 (June 2017): 762-69. https://doi.org/10.17261/Pressacademia.2017.656.
EndNote Tokay Argan M, Argan M (June 1, 2017) HİZMET KİŞİSEL DEĞERİ, HİZMET DEĞERİ, TATMİN VE SADAKAT ARASINDAKİ İLİŞKİ: ÖZEL HASTANELERDE BİR ÖN ÇALIŞMA. PressAcademia Procedia 3 1 762–769.
IEEE M. Tokay Argan and M. Argan, “HİZMET KİŞİSEL DEĞERİ, HİZMET DEĞERİ, TATMİN VE SADAKAT ARASINDAKİ İLİŞKİ: ÖZEL HASTANELERDE BİR ÖN ÇALIŞMA”, PAP, vol. 3, no. 1, pp. 762–769, 2017, doi: 10.17261/Pressacademia.2017.656.
ISNAD Tokay Argan, Mehpare - Argan, Metin. “HİZMET KİŞİSEL DEĞERİ, HİZMET DEĞERİ, TATMİN VE SADAKAT ARASINDAKİ İLİŞKİ: ÖZEL HASTANELERDE BİR ÖN ÇALIŞMA”. PressAcademia Procedia 3/1 (June 2017), 762-769. https://doi.org/10.17261/Pressacademia.2017.656.
JAMA Tokay Argan M, Argan M. HİZMET KİŞİSEL DEĞERİ, HİZMET DEĞERİ, TATMİN VE SADAKAT ARASINDAKİ İLİŞKİ: ÖZEL HASTANELERDE BİR ÖN ÇALIŞMA. PAP. 2017;3:762–769.
MLA Tokay Argan, Mehpare and Metin Argan. “HİZMET KİŞİSEL DEĞERİ, HİZMET DEĞERİ, TATMİN VE SADAKAT ARASINDAKİ İLİŞKİ: ÖZEL HASTANELERDE BİR ÖN ÇALIŞMA”. PressAcademia Procedia, vol. 3, no. 1, 2017, pp. 762-9, doi:10.17261/Pressacademia.2017.656.
Vancouver Tokay Argan M, Argan M. HİZMET KİŞİSEL DEĞERİ, HİZMET DEĞERİ, TATMİN VE SADAKAT ARASINDAKİ İLİŞKİ: ÖZEL HASTANELERDE BİR ÖN ÇALIŞMA. PAP. 2017;3(1):762-9.

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