TY  - JOUR
T1  - HİZMET ORTAMININ MÜŞTERİ VATANDAŞLIK DAVRANIŞI ÜZERİNDEKİ ETKİSİ: MÜŞTERİ KATILIMININ ARACILIK ROLÜ
TT  - THE EFFECT OF SERVİCESCAPE ON CUSTOMER CİTİZENSHİP BEHAVİOR: THE MEDİATİNG ROLE OF CUSTOMER ENGAGEMENT
AU  - Taşkıran, Erkan
AU  - Bakır, Nurettin Ozan
AU  - Gençer Çelik, Gülşah
AU  - Öngel, Gökten
PY  - 2024
DA  - April
Y2  - 2024
DO  - 10.58884/akademik-hassasiyetler.1435284
JF  - Akademik Hassasiyetler
PB  - Hüzeyfe Süleyman ARSLAN
WT  - DergiPark
SN  - 2148-5933
SP  - 720
EP  - 751
VL  - 11
IS  - 24
LA  - tr
AB  - Günümüzde müşterilerin davranışlarını etkileyen çok farklı değişkenler söz konusudur. Özellikle müşterilerin örgütsel süreç ve durumlara katkı verme istekliliği ve beklentisi, müşteri vatandaşlık davranışı ve müşteri katılımı gibi davranışları ön plana çıkarmaktadır. Söz konusu bu ilişkinin müşterilerin hizmet aldığı örgütün sağladığı hizmet ortamından etkilenmesi de ayrıca önem kazanmaktadır. Bu kapsamda çalışmanın temel amacı hizmet ortamının müşteri vatandaşlık davranışı üzerindeki etkisinde müşteri katılımının aracılık rolü olup olmadığını araştırmaktır. Çalışmada veri toplama yöntemi olarak nicel araştırma yöntemlerinden olan anket tekniği tercih edilmiştir. Bu kapsamda araştırma değişkenlerine yönelik üç farklı ölçekten yararlanılmıştır. Araştırma verileri Starbucks işletmesini tercih eden 277 üzerinden kolayda örnekleme yöntemi ile toplanmıştır. Elde edilen verilerin yapısal eşitlik modellemesi ile analiz edilmesi sonucunda hizmet ortamının müşteri vatandaşlık davranışını anlamlı; hizmet ortamının müşteri katılımını anlamlı; müşteri katılımının müşteri vatandaşlık davranışını anlamlı olarak etkilediği saptanmıştır. Diğer taraftan araştırmanın temel amacına yönelik yapılan yapısal eşitlik modellemesi sonucunda müşteri katılımının hizmet ortamının müşteri vatandaşlık davranışı üzerindeki etkisinde bir aracılık rolü olmadığı belirlenmiştir. Elde edilen sonuçlara yönelik araştırma sonuçları tartışılmış ve bu kapsamda gelecek araştırmalar için öneriler çalışmanın son kısmında sunulmuştur.
KW  - Hizmet Ortamı
KW  - Müşteri Katılımı
KW  - Müşteri Vatandaşlık Davranışı
N2  - Today, there are many different variables that affect the behavior of customers. In particular, the willingness and expectation of customers to contribute to organizational processes and situations brings behaviors such as customer citizenship behavior and customer engagement to the forefront. It is also important that this relationship is affected by the servicescape provided by the organization where customers receive service. In this context, the main purpose of this study is to investigate the mediating role of customer involvement in the effect of servicescape on customer citizenship behavior. The survey technique, which is one of the quantitative research methods, was used as the data collection method in the study. In this context, three different scales were utilized for the research variables. The research data were collected from 277 people who prefer Starbucks by convenience sampling method. As a result of analyzing the obtained data with structural equation modeling, it was determined that servicescape significantly affects customer citizenship behavior; servicescape significantly affects customer engagement; and customer engagement significantly affects customer citizenship behavior. As a result of the structural equation modeling conducted for the main purpose of the research, it was determined that customer engagement does not have a mediating role in the effect of servicescape on customer citizenship behavior. The results of the research are discussed and suggestions for future research are presented in the last part of the study.
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UR  - https://doi.org/10.58884/akademik-hassasiyetler.1435284
L1  - https://dergipark.org.tr/tr/download/article-file/3721518
ER  -