Research Article
THE EVALUATION ON THE CONSUMERS’ RE-PREFERENCE TENDENCY THE BRAND FROM THE PERSPECTIVE OF SERVICE QUALITY PERCEPTION
Abstract
The main purpose of this study is to examine how the perceptions regarding the quality of service provided by the firm have an impact on the tendency of consumers to re-preference the brand. As a result of the study conducted for this purpose, it was found that there was a high level of relationship between the tendency of consumers to re-preference the brand and assurance and responsiveness dimension, moderate level of empathy and reliability dimension, and low level of tangibles dimensions. Consequently, it is observed that as the level of each factor constituting the service quality perception increases, the tendency of consumers to re-preference the brand increases.
Keywords
Brand, Re-preference Tendency, Service Quality Perception, Consumer Behavior, Health Institutions.
References
- Anderson, E. W., Fornell, C. ve Lehmann, D. R. (1994) “Customer Satisfaction, Market Share, and Profitability: Findings from Sweden”, Journal of Marketing, 58 (3): 53-66.Anderson, E. W. ve Sullivan, M. W. (1993) “The Antecedents and Consequences of Customer Satisfaction for Firms’’, Marketing Science, 12(2): 125-143.Baker, D. A. ve Crompton, J. L. (2000) “Quality, Satisfaction and Behavioral Intentions”, Annals of Tourism Research, 27 (3): 785-804.Baker, J., Parasuraman, A., Grewal, D. ve Voss, G. B. (2002) “The Influence of Multiple Store Environment Cues on Perceived Merchandise Value and Patronage Intentions”, Journal of Marketing, 66 (2): 120-141.Bloemer, J., Ruyter, K. ve Wetzels, M. (1998) “Linking perceived service quality and service loyalty: a multi-dimensional perspective”, European Journal of Marketing, 33 (11/12):1082-1106.Bolton, R. N. ve Drew, J. L. (1991) “A Multistage Model of Customer Assessments of Service Quality and Value”, Journal of Consumer Research, 17(4): 375-84.Bou-Llusar, J., CamisÓn-Zornoza, C. ve Escrig-Tena, A. B. (2001) “Measuring The Relationship between Firm Perceived Quality and Customer Satisfaction and Its Influence on Purchase Intentions”, Total Quality Management, 12(6): 719-34.Costa, G., Tsitskari, E., Tzetzis, G., ve Goudas, M. (2005) “The factors for evaluating service quality in athletic camps: A case study”, European Sport Management Quarterly,1, 22–35.Cronin, J. J. ve Taylor, S. A. (1992) “Measuring Service Quality: A Reexamination and Extension.” ,Journal of Marketing, 56(3): 55-88.Cronin, J. J., Brady, M. K. ve Hult, G. T. M. (2000) “Assessing The Effects of Quality, Value and Customer Satisfaction on Consumer Behavioral Intentions in Service Environments”, Journal of Retailing, 76(2): 193-218.Curtis, T., Abratt, R., Rhoades, D. L. ve Dion, P. (2011) “Customer Loyalty, Repurchase and Satisfaction: A Meta-Analytical Review”, Review of Business, 32(1): 47-56Dodds, W.B., Monroe, K.B., ve Grewal, D. (1991) “Effects of price, brand and store information on buyers product evaluations”, Journal of Marketing Research, 28(3): 307–319.Dixon, J., Bridson K., Evans J., ve Morrison M. (2005) “An alternative perspective on relationships, loyalty and future store choice”, The International Review of Retail, Distribution and Consumer Research, 15(4): 351-374.Ekinci, Y. (2003) “An Investigation of the Determinants of Customer Satisfaction” ,Tourism Analysis, 8(2/4): 197-203.Esch, F., Langer, T., Schmitt, B.H., ve Geus, P. (2006) “Are brands forever? How brand knowledge ve relationships affect current and future purchases”, Journal of Product and Brand Management, 15, 98–105.Evans, John P. ve James A. Gentry (2003) “Using Tobin's Q ratio to assess the strategy of repurchasing shares” ,Finance India, 17 (1): 49-163.Ferrand, A. (2010) “The Intention-to-Repurchase Paradox: A Case of the Health and Fitness Industry”, Journal of Sport Management, , 24, 83-105.Fishbein, M. ve Ajzen, I. (1975) “Belief, Attitude, Intention and Behavior” MA: Addison-Wesley.Green, S. ve Boshoff, C. (2003) “An empirical assessment of the relationships between service quality, satisfaction and value: A tourism study”, Management Dynamics, 11(3): 1-16.Gupta, S. ve Kim, H. W. (2007) “The Moderating Effect of Transaction Experience on the Decision Calculus in On-Line Repurchase”, International Journal of Electronic Commerce / Fall, 12(1): 127–158.He, Y. ve Song, H. (2008) “A Mediation Model of Tourists’ Repurchase Intentions for Packaged Tour Services”, Journal of Travel Research, 47(3): 317-331.Heskett, J., Sasser, W. ve Schlesinger, L. (1997) “The serviceprofit chain”, New York: The Free Press.Hume, Margee, Gillian Sullivan Mort ve Hume Winzar (2007) “Exploring repurchase intention in a performing arts context: Who comes? And why do they come back?” International Journal of Nonprofit and Voluntary Sector Marketing, 12 (2):n135-148.Kahneman, D., ve Tversky, (1979) “A. Prospect theory: An analysis of decision under risk. Econometrica”, 47(2): 263–291.Kandampully, J., ve Suhartanto, D. (2000) “Customer loyalty in the hotel industry: the role of customer satisfaction and image”, International Journal of Contemporary Hospitality Management, 12, 346–351.Kashyap, R. ve Bojanic, D. C. (2000) “A Structural Analysis of Values, Quality, and Price Perceptions of Business and Leisure Travelers” ,Journal Travel Research, 39:45-51.Lamb, C.W., Hair, J.F., MeDaniel, C, Boshoff, C. ve Terblanche, N.S. (2004) Marketing. 2"'' South African Edition. Cape Town: Oxford University Press.Law, Agnes K. Y., Y. V. Hui ve Xiande Zhao (2004) “Modeling repurchase frequency and customer satisfaction for fast food outlets,” The International Journal of Quality & Reliability Management, 21(4/5): 545-563.Lee, So-Yon, Petrick J. F. ve Crompton J. (2007) “The Roles of Quality and Intermediary Constructs in Determining Festival Attendees’ Behavioral Intention” Journal of Travel Research, 45(4): 402-412.McIlroy, A., ve Barnett, S. (2000) “Building customer relationships: Do loyalty cards work?”, Managing Service Quality, 10, 347–355.Mittal, Vikas ve Wagner A. Kamakura (2001) “Satisfaction, repurchase intent, andrepurchase behavior: Investigating the moderating effect of customer characteristics” Journal of Marketing Research, 38(1): 131-142.Oliver, R. (1999) “Whence customer loyalty?”, Journal of Marketing, 63, 33–44.Olsen, Svein O. (2002) “Comparative evaluation and the relationship between quality,satisfaction, and repurchase loyalty,” Journal of the Academy of Marketing Science, 30(3): 240-249.Pappu, R., ve Quester, P. (2006) “Does customer satisfaction lead to improved brand equity? An empirical examination of two categories of retail brands”, Journal of Product and Brand Management, 15, 4–14.Parasuraman, A., Zeithaml, V. ve Berry, L. (1988) “SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality”, Journal of Retailing, 64(1): 12-40.Petrick, J. F. (2004) “The Roles of Quality, Value, and Satisfaction in Predicting Cruise Passengers’ Behavioral Intentions”, Journal of Travel Research, 42(2): 397-407.Peyrot, M., ve Doren D., V. (1994) “Effect of a class action suit on consumer repurchase intentions”, The Journal of Consumer Affairs, Vol. 28 No.2, pp. 361-379.Seiders K. Glenn B. V.,, Grewal D. ve Godfrey ,A. L. (2005) “Do satisfied customers buy more? Examining moderating influences in a retailing context” Journal of Marketing, 69(4): 26-43.Soderlund, M., Vilgon, M. ve Gunnarsson, J. (2001) “Predicting Purchasing Behavior on Business-to-Business Markets”, European Journal of Marketing, 35(1/2): 168-181.Sohail MS. (2003) “Service quality in hospitals: More favourable than you think. Managing ServQual”, 13(3): 197-206.Tsai, H., Huang, H., Jaw Y. and Chen, W. (2006) “Why online customers remain with a particular eretailer: An integrative model and empirical evidence” ,Psychology & Marketing, 23(5): 447-464.Woodside, A.G., Frey, L.L. ve Daly, R.T. (1989) “Linking service quality, customer satisfaction, and behavioural intention”, Journal of Health care Marketing, 9(4):5-17.Zeithaml, V. A., Berry, L. ve Parasuraman, A. (1996) “The Behavioral Consequences of Service Quality”, Journal of Marketing, 60(2): 31-46.Zineldin, Mosad (2006) “The royalty of loyalty: CRM, quality and retention”, The Journal of Consumer Marketing, 23(7): 430- 437.
TÜKETİCİLERİN MARKAYI TEKRAR TERCİH ETME EĞİLİMİNİN HİZMET KALİTE ALGISI PERSPEKTİFİNDEN DEĞERLENDİRİLMESİ
Abstract
Bu çalışmanın temel amacı, firma
tarafından sunulan hizmetin kalitesine yönelik oluşan algılamaların
tüketicilerin markayı tekrar tercih etme eğilimi üzerinde nasıl bir etkiye
sahip olduğunu irdelemektir. Bu amaç doğrultusunda yapılan çalışma sonucunda,
markayı tekrar tercih etme eğilimi düzeyi ile güven ve heveslilik boyutu
arasında yüksek düzeyde, empati ve güvenilirlik boyutu arasında orta düzeyde ve
fiziksel özellikler boyutu arasında düşük düzeyde anlamlı bir ilişki olduğu
bulunulmuştur. Sonuç olarak, çalışmada, hizmet kalite algısını oluşturan her
bir faktörün düzeyi arttıkça tüketicilerin de markayı tekrar tercih etme
eğiliminin arttığı gözlemlenmiştir.
References
- Anderson, E. W., Fornell, C. ve Lehmann, D. R. (1994) “Customer Satisfaction, Market Share, and Profitability: Findings from Sweden”, Journal of Marketing, 58 (3): 53-66.Anderson, E. W. ve Sullivan, M. W. (1993) “The Antecedents and Consequences of Customer Satisfaction for Firms’’, Marketing Science, 12(2): 125-143.Baker, D. A. ve Crompton, J. L. (2000) “Quality, Satisfaction and Behavioral Intentions”, Annals of Tourism Research, 27 (3): 785-804.Baker, J., Parasuraman, A., Grewal, D. ve Voss, G. B. (2002) “The Influence of Multiple Store Environment Cues on Perceived Merchandise Value and Patronage Intentions”, Journal of Marketing, 66 (2): 120-141.Bloemer, J., Ruyter, K. ve Wetzels, M. (1998) “Linking perceived service quality and service loyalty: a multi-dimensional perspective”, European Journal of Marketing, 33 (11/12):1082-1106.Bolton, R. N. ve Drew, J. L. (1991) “A Multistage Model of Customer Assessments of Service Quality and Value”, Journal of Consumer Research, 17(4): 375-84.Bou-Llusar, J., CamisÓn-Zornoza, C. ve Escrig-Tena, A. B. (2001) “Measuring The Relationship between Firm Perceived Quality and Customer Satisfaction and Its Influence on Purchase Intentions”, Total Quality Management, 12(6): 719-34.Costa, G., Tsitskari, E., Tzetzis, G., ve Goudas, M. (2005) “The factors for evaluating service quality in athletic camps: A case study”, European Sport Management Quarterly,1, 22–35.Cronin, J. J. ve Taylor, S. A. (1992) “Measuring Service Quality: A Reexamination and Extension.” ,Journal of Marketing, 56(3): 55-88.Cronin, J. J., Brady, M. K. ve Hult, G. T. M. (2000) “Assessing The Effects of Quality, Value and Customer Satisfaction on Consumer Behavioral Intentions in Service Environments”, Journal of Retailing, 76(2): 193-218.Curtis, T., Abratt, R., Rhoades, D. L. ve Dion, P. (2011) “Customer Loyalty, Repurchase and Satisfaction: A Meta-Analytical Review”, Review of Business, 32(1): 47-56Dodds, W.B., Monroe, K.B., ve Grewal, D. (1991) “Effects of price, brand and store information on buyers product evaluations”, Journal of Marketing Research, 28(3): 307–319.Dixon, J., Bridson K., Evans J., ve Morrison M. (2005) “An alternative perspective on relationships, loyalty and future store choice”, The International Review of Retail, Distribution and Consumer Research, 15(4): 351-374.Ekinci, Y. (2003) “An Investigation of the Determinants of Customer Satisfaction” ,Tourism Analysis, 8(2/4): 197-203.Esch, F., Langer, T., Schmitt, B.H., ve Geus, P. (2006) “Are brands forever? How brand knowledge ve relationships affect current and future purchases”, Journal of Product and Brand Management, 15, 98–105.Evans, John P. ve James A. Gentry (2003) “Using Tobin's Q ratio to assess the strategy of repurchasing shares” ,Finance India, 17 (1): 49-163.Ferrand, A. (2010) “The Intention-to-Repurchase Paradox: A Case of the Health and Fitness Industry”, Journal of Sport Management, , 24, 83-105.Fishbein, M. ve Ajzen, I. (1975) “Belief, Attitude, Intention and Behavior” MA: Addison-Wesley.Green, S. ve Boshoff, C. (2003) “An empirical assessment of the relationships between service quality, satisfaction and value: A tourism study”, Management Dynamics, 11(3): 1-16.Gupta, S. ve Kim, H. W. (2007) “The Moderating Effect of Transaction Experience on the Decision Calculus in On-Line Repurchase”, International Journal of Electronic Commerce / Fall, 12(1): 127–158.He, Y. ve Song, H. (2008) “A Mediation Model of Tourists’ Repurchase Intentions for Packaged Tour Services”, Journal of Travel Research, 47(3): 317-331.Heskett, J., Sasser, W. ve Schlesinger, L. (1997) “The serviceprofit chain”, New York: The Free Press.Hume, Margee, Gillian Sullivan Mort ve Hume Winzar (2007) “Exploring repurchase intention in a performing arts context: Who comes? And why do they come back?” International Journal of Nonprofit and Voluntary Sector Marketing, 12 (2):n135-148.Kahneman, D., ve Tversky, (1979) “A. Prospect theory: An analysis of decision under risk. Econometrica”, 47(2): 263–291.Kandampully, J., ve Suhartanto, D. (2000) “Customer loyalty in the hotel industry: the role of customer satisfaction and image”, International Journal of Contemporary Hospitality Management, 12, 346–351.Kashyap, R. ve Bojanic, D. C. (2000) “A Structural Analysis of Values, Quality, and Price Perceptions of Business and Leisure Travelers” ,Journal Travel Research, 39:45-51.Lamb, C.W., Hair, J.F., MeDaniel, C, Boshoff, C. ve Terblanche, N.S. (2004) Marketing. 2"'' South African Edition. Cape Town: Oxford University Press.Law, Agnes K. Y., Y. V. Hui ve Xiande Zhao (2004) “Modeling repurchase frequency and customer satisfaction for fast food outlets,” The International Journal of Quality & Reliability Management, 21(4/5): 545-563.Lee, So-Yon, Petrick J. F. ve Crompton J. (2007) “The Roles of Quality and Intermediary Constructs in Determining Festival Attendees’ Behavioral Intention” Journal of Travel Research, 45(4): 402-412.McIlroy, A., ve Barnett, S. (2000) “Building customer relationships: Do loyalty cards work?”, Managing Service Quality, 10, 347–355.Mittal, Vikas ve Wagner A. Kamakura (2001) “Satisfaction, repurchase intent, andrepurchase behavior: Investigating the moderating effect of customer characteristics” Journal of Marketing Research, 38(1): 131-142.Oliver, R. (1999) “Whence customer loyalty?”, Journal of Marketing, 63, 33–44.Olsen, Svein O. (2002) “Comparative evaluation and the relationship between quality,satisfaction, and repurchase loyalty,” Journal of the Academy of Marketing Science, 30(3): 240-249.Pappu, R., ve Quester, P. (2006) “Does customer satisfaction lead to improved brand equity? An empirical examination of two categories of retail brands”, Journal of Product and Brand Management, 15, 4–14.Parasuraman, A., Zeithaml, V. ve Berry, L. (1988) “SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality”, Journal of Retailing, 64(1): 12-40.Petrick, J. F. (2004) “The Roles of Quality, Value, and Satisfaction in Predicting Cruise Passengers’ Behavioral Intentions”, Journal of Travel Research, 42(2): 397-407.Peyrot, M., ve Doren D., V. (1994) “Effect of a class action suit on consumer repurchase intentions”, The Journal of Consumer Affairs, Vol. 28 No.2, pp. 361-379.Seiders K. Glenn B. V.,, Grewal D. ve Godfrey ,A. L. (2005) “Do satisfied customers buy more? Examining moderating influences in a retailing context” Journal of Marketing, 69(4): 26-43.Soderlund, M., Vilgon, M. ve Gunnarsson, J. (2001) “Predicting Purchasing Behavior on Business-to-Business Markets”, European Journal of Marketing, 35(1/2): 168-181.Sohail MS. (2003) “Service quality in hospitals: More favourable than you think. Managing ServQual”, 13(3): 197-206.Tsai, H., Huang, H., Jaw Y. and Chen, W. (2006) “Why online customers remain with a particular eretailer: An integrative model and empirical evidence” ,Psychology & Marketing, 23(5): 447-464.Woodside, A.G., Frey, L.L. ve Daly, R.T. (1989) “Linking service quality, customer satisfaction, and behavioural intention”, Journal of Health care Marketing, 9(4):5-17.Zeithaml, V. A., Berry, L. ve Parasuraman, A. (1996) “The Behavioral Consequences of Service Quality”, Journal of Marketing, 60(2): 31-46.Zineldin, Mosad (2006) “The royalty of loyalty: CRM, quality and retention”, The Journal of Consumer Marketing, 23(7): 430- 437.
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Details
| Primary Language | Turkish |
|---|---|
| Journal Section | Articles |
| Authors | |
| Publication Date | March 31, 2021 |
| Published in Issue | Year 2021 Volume: 19 Issue: 1 |