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HİZMET KALİTESİÖLÇÜM MODELLERİ SERVQUAL VE SERPERF’İN KARŞILAŞTIRMALI ANALİZİ

Year 2008, Issue: 20, 181 - 198, 01.08.2008

Hasan Bülbül Ömür Demirer

Abstract

Bu çalışmanın temel amacıhizmet kalitesi literatüründe tartışılan bazıkonulara farklıbir kültürden, Türkiye’den bulgularla yeni kanıtlar sağlamaktır. Bu amaç çerçevesinde çalışmada genel kabul görmüşhizmet kalitesi ölçüm modelleri SERVQUAL ve SERPERF’in güvenilirliği ve geçerliliği sınanmış, modellerin boyutsal oluşumlarıve hizmet kalitesini ölçmede hangisinin daha güçlü olduğu araştırılmıştır. Araştırmada 440 banka müşterisinden toplanan verilerle AMOS 6.0 kullanılarak doğrulayıcıfaktör analizi yürütülmüştür. Analiz sonuçlarıSERVQUAL ve SERPERF modellerinin istatistiksel olarak geçerli ve güvenilir olduğunu ve SERPERF modelinin hizmet kalitesinin boyutlarınıaçıklamada SERVQUAL modeline göre kısmen daha güçlü olduğunu göstermiştir. Ayrıca SERPERF modelinin tek boyutlu olmadığı, SERVQUAL modeli gibi beşboyuta sahip olduğu tespit edilmiştir.

Keywords

Hizmet Kalitesi SERPERF SERVQUAL DoğrulayıcıFaktör Analizi

References

  • Altan, Ş. ve Atan M. (2004). “Bankacılık Sektöründe Toplam Hizmet Kalitesinin SERVQUAL Analizi ile Ölçümü”, Gazi Üniversitesi. İktisadi ve İdari Bilimler Fakültesi Dergisi, 1, 17-32.
  • Angur, M.G., Nataraajan, R.J.Jr. and John S. (1999). “Service Quality in The Banking Industry: an Assessment in a Developing Economy”, International Journal of Bank Marketing, 17(3), 116-123.
  • Armstrong, R.W. Mok, C. Go, F.M. (1997). The Importance of Cross- Cultural Expectations in the Measurement of Service Quality Perceptions in the Hotel Industry”, International Journal of Hospitality Management, 16(2), 181-190.
  • Bagozzi, R.P. (1981). “Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. A Comment”, Journal of Marketing Research, 18(3), 375-381.
  • Bennington L. and Cummane, J. (1998). “Measuring Service Quality: A Hybrid Methodology”, Total Quality Management, 9(6), 395-405.
  • Bozdağ, N. Altan, Ş. ve Atan, M. (2003). “Hizmet Sektöründe Toplam Hizmet Kalitesinin SERVQUAL Analizi ile Ölçümü ve Bankacılık Sektöründe Bir Uygulama”, VI. Ulusal Ekonometri ve İstatistik Sempozyumu, 29-30 Mayıs, Ankara, 1-14.
  • Brown, T.J., Churchill, G.A. and Peter, J.P. (1993). “Research Note: Improving the Measurement of Service Quality”, Journal of Retailing, 63(1), 127- 139.
  • Buttle, F. (1996). “SERVQUAL: Review, Critique, Research Agenda”, European Journal of Marketing, 30(1), 8-32.
  • Byrne, B.M. (2001). Structural Equation Modeling with AMOS: Basic Concepts, Applications, and Programming, Lawrence Erlbaum Associates Publishers, New Jersey.
  • Chong, V.K. and Rundus, M.J., (2004). “Total Quality Management, Market Competition and Organizational Performance”, The British Accounting Review
  • Cook, C. and Thompson, B. (2000). “Reliability and Validity of SERVQUAL Scores used to Evaluate Perceptions of Library Service Quality”, The Journal of Librarianship, 26(4), 248-258.
  • Coulthard, L.J.M. (2004), “Measuring Service Quality a Review and Critique of Research using SERVQUAL”, International Journal of Market Research, 46(4), 479-497.
  • Cronin, J.J. Jr. and Taylor, S.A. (1992). “Measuring Services Quality: A Reexamination and Extension”, Journal of Marketing, 56(3), 55-68.
  • Cui, C.C., Lewis, B.R. and Park, W. (2003). “Service Quality Measurement in The Banking Sector in South Korea”, International Journal of Bank Marketing, 21(4), 191-201.
  • Darvasula, S., Lysonski, S. and Mehta, S.C. (1999). “Testing The SERVQUAL Scale in The Business-to-Business Sector: The Case of Ocean Freight Shipping Service”, The Journal of Services Marketing, 13(2), 132-150.
  • Devebakan, N. ve Aksaraylı M. (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.
  • Donnelly, M., Wisniewski, M., Dalrymple, J.F. and Curry, A.C. (1995). “Measuring Service Quality in Local Government: The SERVQUAL Approach”, International Journal of Public Sector Management, 8(7), 15-20.
  • Dursun, Y. ve Çerçi M. (2004). “Algılanan Sağlık Hizmeti Kalitesi, Algılanan Değer, Hasta Tatmini ve Davranışsal Niyet İlişkileri Üzerine Bir Araştırma”, Erciyes Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 23, 1-16.
  • Fornell, C. and Larcker, D.F. (1981). “Evaluating Structural Equation Models with Unobservable Variables and Measurement Error,” Journal of Marketing Research, 18(1), 39-50.
  • Genestre, A. and Herbig, P. (1996). “Service Expectations and Perceptions Revisited: Adding Product Quality to SERVQUAL”, Journal of Marketing Theory and Practice”, 4(4), 72-82.
  • Gounaris, S. (2005). “Measuring Service Quality in B2B Services: An Evaluation of The SERVQUAL Scale vis-à-vis the INDSERV Scale”, The Journal of Services Marketing, 19(6), 421-435.
  • Gözlü, S. (1995). “Hizmet Kalitesinin Kontrolünde İstatistiksel Yöntemler”, Verimlilik Dergisi, MPM Yayını 2, Ankara.
  • Grönroos, C. (1984). “A Services Quality Model and Its Marketing Implications”, European Journal of Marketing, 18(4), 36-44.
  • Gürbüz, E., Büyükkeklik, A., Avcılar, M.Y., ve Toksarı, M. (2008). “Algılanan Hizmet Kalitesinin Tatmin ve Davranışsal Niyet Üzerine Etkisi: Niğde Üzerindeki Süpermarketler Üzerine Bir Araştırma”, Ege Akademik Bakış
  • Hair, J.F. Jr., Andreson, R.E. Tahtam, R.L. and Black, W.C. (1998). Multivariate Data Analysis, Fifth Edition Prentice-Hall International Inc, New Jersey.
  • Hoyle, R.H. (1995). Structural Equation Modeling: Concepts, Issues and Applications, Sage Publication Inc. London.
  • İyidoğan, S. (2001). “Hizmetler Sektörü: Büyümenin Yeni Platformu”, ERC/METU Uluslararası Ekonomik Kongresi V, 10-13 Eylül 2001, Ankara.
  • Jain, S.K. and Gupta, G. (2004). “Measuring Service Quality: SERVQUAL vs. SERVPERF Scales”, The Journal for Decision Makers (VIKALPA), 29(2), 25- 37.
  • Jonsson, P. (2000). “An Empirical Taxonomy of Advanced Manufacturing Technology”, International Journal of Operations & Production Management, 20(12), 1446-1474.
  • Jöreskog, K.G., and Sörbom, D. (1993). LISREL 8: Structural Equation Modeling with the SIMPLIS Command Language, Scientific Software International, Lincolnwood.
  • Koçak, A. ve Özer, A. (2004). “Marka Değeri Belirleyicileri, Bir Ölçek Değerlendirmesi”, 9. Ulusal Pazarlama Kongresi, 6-8 Ekim, Ankara.
  • Llosa, S., Chandon, J.L. and Orsingher, C. (1998). “An Empirical Study of SERVQUAL’s Dimensionality”, The Services Industries Journal, 18(2), 16-44.
  • Mehta, S.C. and Durvasula, S. (1998). “Relationships between SERVQUAL Dimensions and Organizational Performance in the Case of a Business-to- Business Service”, Journal of Business and Industrial Marketing, 13(1), 40-53.
  • Nakip, M. (2003). Pazarlama Araştırmaları Teknikler ve (SPSS Destekli) Uygulamalar, Seçkin Yayıncılık, Ankara.
  • Nakip, M., Varinli, İ. ve Güllü, K. (2006). “Süpermarketlerde Çalışanların ve Tüketicilerin Hizmet Kalitesi Beklentilerinin ve Algılamalarının Karşılaştırılmasına Yönelik Bir Araştırma”, Atatürk Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 20(2), 369-385.
  • Nunnally, J.C., (1978). Psychometric Theory, McGraw-Hill, New York.
  • Orwig, R.A., Pearson, J. and Cochran, D. (1997), “An Empirical Investigation into the Validity of SERVQUAL in The Public Sector”, Public Affairs Quarterly (PAQ), Spring, 54-68.
  • Parasuraman, A., Zeithaml, V.A. and Berry, L.L. (1988). “SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Services Quality”, Journal of Retailing, 64(1), 12-40.
  • Parasuraman, A., Zeithaml, V.A. and Berry, L.L. (1991). “Refinement and Reassessment of the SERVQUAL Scale”, Journal of Retailing, 67(4), 420-450.
  • Parasuraman, A., Zeithaml, V.A. and Berry, L.L. (1993). “Research Note: More on Improving Service Quality Measurement”, Journal of Retailing, 69(1), 140-147.
  • Peter, J.P. (1981). “Construct Validity: A Review of Basic Issues and Marketing Practices”, Journal of Marketing Research, 18(2), 133-145.
  • Ravichandran, T. and Arun, R. (1999), “Total Quality Management in Information Systems Development: Key Constructs and Relationship”, Journal of Management Information Systems, 16(3), 119-156.
  • Sakakibara, S., Flynn, B.B. and Schroeder, R.G., (1993). “A Framework and Measurement Instrument for Just-in-Time Manufacturing”, Production and Operations Management, 2(3), 177-194.
  • Saleh, F. and Ryan, C. (1991). “Analyzing Service Quality in the Hospitality Industry using the SERVQUAL Model”, The Service Industries Journal, 11(3), 324- 343.
  • Schermelleh, E.K., Moosbrugger, H. and Müler, H. (2003). “Evaluating the Fit of Structural Equation Models: Tests of Significance and Descriptive Goodness-of-Fit Measures”, Methods of Psychological Research Online, 8(2), 23-74.
  • Schumacker, R.E. (2004). Beginner’s Guide to Structural Equation Modeling, Lawrence Erlbaum Associates Inc. New Jersey.
  • Seth, N. and Deshmukh S.G. (2005). “Service Quality Model: A Review”, International Journal of Quality and Reliability Management, 22(9), 913-949.
  • Staffort, M.R., Prybutok, V., Wells, B.P. and Kappellman, L. (1999). “Assessing The Fit and Stability of Alternative Measures of Services Quality”, The Journal of Applied Business Research, 15(2), 13-30.
  • Uzun, Ö. (2001). “Patient Satisfaction with Nursing Care at a University Hospital in Turkey”, Journal of Nursing Care Quality, 16(1), 24-33.
  • Yılmaz, V., Çelik, H.E. ve Depren, B. (2007). “Devlet ve Özel Sektör Bankalardaki Hizmet Kalitesinin Karşılaştırılması: Eskişehir Örneği”, Doğuş Üniversitesi Dergisi, 2(8), 234-248.
  • Zhao, X., Bai, C. and Hui, Y.V. (2002). “An Empirical Assessment and Application of SERVQUAL in a Mainland Chinese Department Store”, Total Quality Management, 13(2), 241- 254.
  • Zhou, L. (2004). “A Dimension-Specific Analysis of Performance only Measurement of Service Quality and Satisfaction in China’s Retail Banking”, Journal of Services Marketing, 18(7), 534-546.

Year 2008, Issue: 20, 181 - 198, 01.08.2008

Hasan Bülbül Ömür Demirer

Abstract

The aim of this study is to provide new evidences about some issues debated in the service quality literature in the light of findings from a different culture, Turkey. To this end, in this study, the reliability and validity of generally accepted service quality measurement models, SERVQUAL and SERVPERF have been tested, and the dimensional formations of the models and their performance in measuring service quality have been examined. In the research, confirmative factor analysis has been carried out with the data obtained from 440 bank clients using AMOS 6.0. The results have shown that both SERVQUAL and SERVPERF models are statistically valid and reliable, and that SERVPERF model is partially performed better than SERVQUAL in explaining the dimensions of service quality. Moreover, it has also been seen that SERVPERF model is not a single-dimensional model; rather it has five dimensions similar to SERVQUAL model

Keywords

Service Quality SERPERF SERVQUAL Confirmatory Factor Analysis

References

  • Altan, Ş. ve Atan M. (2004). “Bankacılık Sektöründe Toplam Hizmet Kalitesinin SERVQUAL Analizi ile Ölçümü”, Gazi Üniversitesi. İktisadi ve İdari Bilimler Fakültesi Dergisi, 1, 17-32.
  • Angur, M.G., Nataraajan, R.J.Jr. and John S. (1999). “Service Quality in The Banking Industry: an Assessment in a Developing Economy”, International Journal of Bank Marketing, 17(3), 116-123.
  • Armstrong, R.W. Mok, C. Go, F.M. (1997). The Importance of Cross- Cultural Expectations in the Measurement of Service Quality Perceptions in the Hotel Industry”, International Journal of Hospitality Management, 16(2), 181-190.
  • Bagozzi, R.P. (1981). “Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. A Comment”, Journal of Marketing Research, 18(3), 375-381.
  • Bennington L. and Cummane, J. (1998). “Measuring Service Quality: A Hybrid Methodology”, Total Quality Management, 9(6), 395-405.
  • Bozdağ, N. Altan, Ş. ve Atan, M. (2003). “Hizmet Sektöründe Toplam Hizmet Kalitesinin SERVQUAL Analizi ile Ölçümü ve Bankacılık Sektöründe Bir Uygulama”, VI. Ulusal Ekonometri ve İstatistik Sempozyumu, 29-30 Mayıs, Ankara, 1-14.
  • Brown, T.J., Churchill, G.A. and Peter, J.P. (1993). “Research Note: Improving the Measurement of Service Quality”, Journal of Retailing, 63(1), 127- 139.
  • Buttle, F. (1996). “SERVQUAL: Review, Critique, Research Agenda”, European Journal of Marketing, 30(1), 8-32.
  • Byrne, B.M. (2001). Structural Equation Modeling with AMOS: Basic Concepts, Applications, and Programming, Lawrence Erlbaum Associates Publishers, New Jersey.
  • Chong, V.K. and Rundus, M.J., (2004). “Total Quality Management, Market Competition and Organizational Performance”, The British Accounting Review
  • Cook, C. and Thompson, B. (2000). “Reliability and Validity of SERVQUAL Scores used to Evaluate Perceptions of Library Service Quality”, The Journal of Librarianship, 26(4), 248-258.
  • Coulthard, L.J.M. (2004), “Measuring Service Quality a Review and Critique of Research using SERVQUAL”, International Journal of Market Research, 46(4), 479-497.
  • Cronin, J.J. Jr. and Taylor, S.A. (1992). “Measuring Services Quality: A Reexamination and Extension”, Journal of Marketing, 56(3), 55-68.
  • Cui, C.C., Lewis, B.R. and Park, W. (2003). “Service Quality Measurement in The Banking Sector in South Korea”, International Journal of Bank Marketing, 21(4), 191-201.
  • Darvasula, S., Lysonski, S. and Mehta, S.C. (1999). “Testing The SERVQUAL Scale in The Business-to-Business Sector: The Case of Ocean Freight Shipping Service”, The Journal of Services Marketing, 13(2), 132-150.
  • Devebakan, N. ve Aksaraylı M. (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.
  • Donnelly, M., Wisniewski, M., Dalrymple, J.F. and Curry, A.C. (1995). “Measuring Service Quality in Local Government: The SERVQUAL Approach”, International Journal of Public Sector Management, 8(7), 15-20.
  • Dursun, Y. ve Çerçi M. (2004). “Algılanan Sağlık Hizmeti Kalitesi, Algılanan Değer, Hasta Tatmini ve Davranışsal Niyet İlişkileri Üzerine Bir Araştırma”, Erciyes Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 23, 1-16.
  • Fornell, C. and Larcker, D.F. (1981). “Evaluating Structural Equation Models with Unobservable Variables and Measurement Error,” Journal of Marketing Research, 18(1), 39-50.
  • Genestre, A. and Herbig, P. (1996). “Service Expectations and Perceptions Revisited: Adding Product Quality to SERVQUAL”, Journal of Marketing Theory and Practice”, 4(4), 72-82.
  • Gounaris, S. (2005). “Measuring Service Quality in B2B Services: An Evaluation of The SERVQUAL Scale vis-à-vis the INDSERV Scale”, The Journal of Services Marketing, 19(6), 421-435.
  • Gözlü, S. (1995). “Hizmet Kalitesinin Kontrolünde İstatistiksel Yöntemler”, Verimlilik Dergisi, MPM Yayını 2, Ankara.
  • Grönroos, C. (1984). “A Services Quality Model and Its Marketing Implications”, European Journal of Marketing, 18(4), 36-44.
  • Gürbüz, E., Büyükkeklik, A., Avcılar, M.Y., ve Toksarı, M. (2008). “Algılanan Hizmet Kalitesinin Tatmin ve Davranışsal Niyet Üzerine Etkisi: Niğde Üzerindeki Süpermarketler Üzerine Bir Araştırma”, Ege Akademik Bakış
  • Hair, J.F. Jr., Andreson, R.E. Tahtam, R.L. and Black, W.C. (1998). Multivariate Data Analysis, Fifth Edition Prentice-Hall International Inc, New Jersey.
  • Hoyle, R.H. (1995). Structural Equation Modeling: Concepts, Issues and Applications, Sage Publication Inc. London.
  • İyidoğan, S. (2001). “Hizmetler Sektörü: Büyümenin Yeni Platformu”, ERC/METU Uluslararası Ekonomik Kongresi V, 10-13 Eylül 2001, Ankara.
  • Jain, S.K. and Gupta, G. (2004). “Measuring Service Quality: SERVQUAL vs. SERVPERF Scales”, The Journal for Decision Makers (VIKALPA), 29(2), 25- 37.
  • Jonsson, P. (2000). “An Empirical Taxonomy of Advanced Manufacturing Technology”, International Journal of Operations & Production Management, 20(12), 1446-1474.
  • Jöreskog, K.G., and Sörbom, D. (1993). LISREL 8: Structural Equation Modeling with the SIMPLIS Command Language, Scientific Software International, Lincolnwood.
  • Koçak, A. ve Özer, A. (2004). “Marka Değeri Belirleyicileri, Bir Ölçek Değerlendirmesi”, 9. Ulusal Pazarlama Kongresi, 6-8 Ekim, Ankara.
  • Llosa, S., Chandon, J.L. and Orsingher, C. (1998). “An Empirical Study of SERVQUAL’s Dimensionality”, The Services Industries Journal, 18(2), 16-44.
  • Mehta, S.C. and Durvasula, S. (1998). “Relationships between SERVQUAL Dimensions and Organizational Performance in the Case of a Business-to- Business Service”, Journal of Business and Industrial Marketing, 13(1), 40-53.
  • Nakip, M. (2003). Pazarlama Araştırmaları Teknikler ve (SPSS Destekli) Uygulamalar, Seçkin Yayıncılık, Ankara.
  • Nakip, M., Varinli, İ. ve Güllü, K. (2006). “Süpermarketlerde Çalışanların ve Tüketicilerin Hizmet Kalitesi Beklentilerinin ve Algılamalarının Karşılaştırılmasına Yönelik Bir Araştırma”, Atatürk Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 20(2), 369-385.
  • Nunnally, J.C., (1978). Psychometric Theory, McGraw-Hill, New York.
  • Orwig, R.A., Pearson, J. and Cochran, D. (1997), “An Empirical Investigation into the Validity of SERVQUAL in The Public Sector”, Public Affairs Quarterly (PAQ), Spring, 54-68.
  • Parasuraman, A., Zeithaml, V.A. and Berry, L.L. (1988). “SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Services Quality”, Journal of Retailing, 64(1), 12-40.
  • Parasuraman, A., Zeithaml, V.A. and Berry, L.L. (1991). “Refinement and Reassessment of the SERVQUAL Scale”, Journal of Retailing, 67(4), 420-450.
  • Parasuraman, A., Zeithaml, V.A. and Berry, L.L. (1993). “Research Note: More on Improving Service Quality Measurement”, Journal of Retailing, 69(1), 140-147.
  • Peter, J.P. (1981). “Construct Validity: A Review of Basic Issues and Marketing Practices”, Journal of Marketing Research, 18(2), 133-145.
  • Ravichandran, T. and Arun, R. (1999), “Total Quality Management in Information Systems Development: Key Constructs and Relationship”, Journal of Management Information Systems, 16(3), 119-156.
  • Sakakibara, S., Flynn, B.B. and Schroeder, R.G., (1993). “A Framework and Measurement Instrument for Just-in-Time Manufacturing”, Production and Operations Management, 2(3), 177-194.
  • Saleh, F. and Ryan, C. (1991). “Analyzing Service Quality in the Hospitality Industry using the SERVQUAL Model”, The Service Industries Journal, 11(3), 324- 343.
  • Schermelleh, E.K., Moosbrugger, H. and Müler, H. (2003). “Evaluating the Fit of Structural Equation Models: Tests of Significance and Descriptive Goodness-of-Fit Measures”, Methods of Psychological Research Online, 8(2), 23-74.
  • Schumacker, R.E. (2004). Beginner’s Guide to Structural Equation Modeling, Lawrence Erlbaum Associates Inc. New Jersey.
  • Seth, N. and Deshmukh S.G. (2005). “Service Quality Model: A Review”, International Journal of Quality and Reliability Management, 22(9), 913-949.
  • Staffort, M.R., Prybutok, V., Wells, B.P. and Kappellman, L. (1999). “Assessing The Fit and Stability of Alternative Measures of Services Quality”, The Journal of Applied Business Research, 15(2), 13-30.
  • Uzun, Ö. (2001). “Patient Satisfaction with Nursing Care at a University Hospital in Turkey”, Journal of Nursing Care Quality, 16(1), 24-33.
  • Yılmaz, V., Çelik, H.E. ve Depren, B. (2007). “Devlet ve Özel Sektör Bankalardaki Hizmet Kalitesinin Karşılaştırılması: Eskişehir Örneği”, Doğuş Üniversitesi Dergisi, 2(8), 234-248.
  • Zhao, X., Bai, C. and Hui, Y.V. (2002). “An Empirical Assessment and Application of SERVQUAL in a Mainland Chinese Department Store”, Total Quality Management, 13(2), 241- 254.
  • Zhou, L. (2004). “A Dimension-Specific Analysis of Performance only Measurement of Service Quality and Satisfaction in China’s Retail Banking”, Journal of Services Marketing, 18(7), 534-546.
There are 52 citations in total.

Details

Primary Language Turkish
Journal Section Research Article
Authors

Hasan Bülbül This is me

Ömür Demirer This is me

Publication Date August 1, 2008
Published in Issue Year 2008 Issue: 20

Cite

APA Bülbül, H., & Demirer, Ö. (2008). HİZMET KALİTESİÖLÇÜM MODELLERİ SERVQUAL VE SERPERF’İN KARŞILAŞTIRMALI ANALİZİ. Selçuk Üniversitesi Sosyal Bilimler Enstitüsü Dergisi(20), 181-198.

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