HİZMET KALİTESİNİN MÜŞTERİ TATMİNİ, GÜVEN, MÜŞTERİ SADAKATİ VE KULAKTAN KULAĞA PAZARLAMA ÜZERİNDEKİ ETKİLERİ: GÜMÜŞHANE İLİNDEKİ KARGO ŞİRKETLERİ ÜZERİNDE BİR UYGULAMA

Yıl 2017, Cilt: 6 Sayı: 12, 81 - 88, 26.12.2017

Emel Yıldız

Öz

Modern pazarlamanın tanımında ürün ve
hizmet benzer olarak ifade edilse de hizmetler özellik olarak ürünlerden büyük
farklılıklar gösterir. Günümüz rekabet piyasalarında ise bu farklılıklar daha
net ortaya çıkmaktadır. Hizmetlerin kendilerine has özellikleri onların
pazarlanmasını da farklılaştırmaktadır. Özellikle kalite, güven ve tatmin gibi
kavramlar daha önemli hale gelmektedir. Bu çalışmanın amacı hizmet kalitesinin
müşteri güveni ve müşteri tatmini üzerindeki; müşteri güveni ve müşteri
tatmininin sadakat üzerindeki ve sadakatin kulaktan kulağa pazarlama üzerindeki
etkilerini belirlemektir. Çalışma kapsamında Gümüşhane ilinde faaliyet gösteren
kargo şirketleri incelenmiş ve 460 müşteriye anket uygulanmıştır. Ölçeklerin
geçerlilik ve güvenilirlik analizleri Cronbach Alpha ve Faktör Analizi ile test
edilmiştir. Araştırma hipotezleri ise Yapısal Eşitlik Modeli ile test edilmiş
ve hizmet kalitesinin müşteri güveni ve müşteri tatmini üzerinde; tatmin ve
güvenin sadakat üzerinde ve sadakatin de kulaktan kulağa pazarlama üzerinde
anlamlı ve olumlu bir etkiye sahip olduğu belirlenmiştir. 

Anahtar Kelimeler

Hizmet kalitesi, Güven, Müşteri tatmini, Müşteri sadakati, Kulaktan kulağa pazarlama

EFFECTS OF SERVICE QUALITY ON CUSTOMER SATISFACTION, TRUST, CUSTOMER LOYALTY AND WORD OF MOUTH: AN APPLICATION ON CARGO COMPANIES IN GÜMÜŞHANE

Öz

Although
products and services are expressed as similar in the definition of modern
marketing, services vary from products as feature. These differences emerge
more clearly in today's competitive market. Inherent characteristics of
services also differentiate marketing of them.  Especially concepts such
as quality, trust and satisfaction have become more important. The purpose of this study is to examine
the effects of service quality on customer trust and customer satisfaction;
customer trust and customer satisfaction on loyalty and loyalty on word of  mouth. In the concept of the study cargo
companies operating in Gümüşhane are examined and questionnaire applied to 460
customer of this cargo companies. Validity and Reliability of scales are tested
by Cronbach’s Alpha and Factor Analysis. Then hypothesis are tested by
Structural Equation Modelling. As a result, it is found that service quality
has positive effect on satisfaction and trust; satisfaction and trust have
positive effect on loyalty and loyalty affect word of mouth positively. 

Anahtar Kelimeler

Service quality, Trust, Customer satisfaction, Customer loyalty, Word-of-mouth

Kaynakça

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