Is There A Need To Develop A Separate Service Quality Scale For Every Service Sector? Verification of Servqual In Higher Education Services

Year 2012, Volume: 17 Issue: 1, 423 - 440, 01.03.2012

  Res.asst.dr.banu Atrek Assoc.prof.gül Bayraktaroğlu

Abstract

Keywords

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HERBİR HİZMET SEKTÖRÜ İÇİN FARKLI HİZMET KALİTESİ ÖLÇEĞİ GELİŞTİRİLMESİNE GEREK VAR MIDIR? SERVQUAL ÖLÇEĞİNİNİN YÜKSEK ÖĞRETİM HİZMETLERİNDE GEÇERLİLİĞİNİN DOĞRULANMASI

Abstract

Kalite, müşteriyi elde tutabilmenin ön koşulu olan müşteri memnuniyetinin sağlanmasında önemli bir faktördür. Bu nedenle, kalite değerlendirmeleri, işletmelerin başarılı olabilmeleri açısından büyük önem taşımaktadır. SERVQUAL, hizmet kalitesini ölçmede oldukça kabul görmüş
bir ölçek olmasına rağmen, hizmetlerin farklı özellikleri nedeniyle değişik
hizmet sektörlerinde kullanılabilirliği ile ilgili olarak eleştirilere maruz
kalmıştır. Çalışmanın amacı; yüksek öğretimde hizmet kalitesinin ölçümü için
sektöre özel geliştirilen bir ölçeğin orijinal beş-boyutlu ve üç-boyutlu
SERVQUAL ölçeklerinden daha uygun olup olmayacağının araştırılmasıdır.
Sonuçlar, sektöre özel geliştirilen ölçeğin geçerli ve güvenilir olduğunu
ortaya koymaktadır. Doğrulayıcı faktör analizi ise her üç ölçeğin de model
uyumlarının iyi olduğunu göstermektedir. Ancak, SERVQUAL ölçeğinin
model uyum endeksleri, sektöre özel ölçeğe ve üç-boyutlu SERVQUAL
ölçeğine ait endekslere göre daha iyi sonuçlar vermektedir. Bu doğrultuda
yazarlar, yüksek öğretim alanında hizmet kalitesi değerlendirmelerinde beş-
boyutlu SERVQUAL ölçeğinin daha güçlü bir ölçek olduğu sonucuna
varmışlardır. Bu bulgu ile hizmet sağlayıcılarının sektöre özel hizmet kalitesi
ölçekleri oluşturabilmek için harcayacakları ekstra zaman ve çabanın önüne
geçilmesi beklenmektedir. İleride yapılacak çalışmalarda da SERVQUAL’ın
tüm hizmet sektörlerinde kullanılabilecek genel geçer bir ölçek olup
olmadığının araştırılması gerekmektedir.

Keywords

Hizmet kalitesi, SERVQUAL, yüksek öğretim, doğrulayıcı faktör analizi

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