Katılım bankalarının hizmet kaliteleri ile katılım bankası müşterilerinin banka bağlılıkları arasındaki ilişkide müşteri memnuniyetinin aracılık rolünün analizi

Yıl 2023, Cilt: 23 Sayı: 2, 1242 - 1260, 31.07.2023

Salih Aydın

https://doi.org/10.11616/asbi.1271506

Öz

Katılım bankalarının diğer hizmet işletmelerinde olduğu gibi sektörde devamlılığını sağlaması için kendilerine bağlı müşteri portföyünü genişletmesi gerekmektedir. Bu çalışmada müşterilerin katılım bankalarına bağlılıkları için ön koşulun katılım bankalarının hizmet kalitesi ile müşteri memnuniyetini sağlaması mıdır, sorusuna cevap aranmıştır. Hizmet kalitesi ile müşteri memnuniyeti sağlanarak müşteri bağlılığı oluşturulabilir mi? müşteri memnuniyetinin müşteri bağlılığının gelişmesindeki aracılık rolü nedir? gibi sorular araştırmanın sorularıdır. Bu kapsamda hazırlanan anket formu tesadüfi örneklem yardımı ile katılım bankası müşterilerine gönderilmiş ve 257 kişiden cevap alınmıştır. Verilerin analizinde PLS-SEM programından yararlanılmıştır. Çalışma sonucunda hizmet kalitesinin müşteri bağlılığı üzerinde direkt etkisine rastlanılmamıştır. Ancak dolaylı anlamda hizmet kalitesi ile müşteri memnuniyeti, müşteri memnuniyeti ile müşteri bağlılığı arasında pozitif anlamda ilişki tespit edilmiştir. Aracılık rolü ile ilgili literatürde yer alan Zhao vd., (2010)’ne göre bu sonuçlar doğrultusunda katılım bankalarının hizmet kalitesi ile müşteri bağlılığı arasında müşteri memnuniyetinin tam aracılık rolü vardır. Zhao vd., (2010) çalışmalarında geliştirilen model ile çalışmada elde edilen sonuç örtüşmektedir. Çalışmada müşterilerin öncelikle sunulan hizmetle memnun edilmesi gerektiği, memnun olan müşterilerin ise banka bağlılıklarının oluşacağı sonucu elde edilmiştir.

Anahtar Kelimeler

Katılım Bankası, Müşteri Memnuniyeti, Hizmet Kalitesi, Müşteri Bağlılığı

Analysis of the Intermediary Role of Customer Satisfaction in the Relationship between Service Quality of Participation Banks and Bank Loyalty of Participation Bank Customers

Öz

Participation banks, as in other service businesses, need to expand their customer portfolio in order to ensure their continuity in the sector. In this study, an answer has been sought to the question of whether the prerequisite for customers' loyalty to participation banks is the service quality of participation banks and customer satisfaction. Can customer loyalty be created by providing customer satisfaction with service quality? What is the mediating role of customer satisfaction in the development of customer loyalty? Questions like these are the questions of the research. The questionnaire form prepared in this context was sent to participation bank customers with the help of random sampling and 257 people answered. PLS-SEM program was used in the analysis of the data. As a result of the study, no direct effect of service quality on customer loyalty was found. However, an indirect positive relationship was found between service quality and customer satisfaction, and between customer satisfaction and customer loyalty. According to Zhao et al., (2010) in the literature on the intermediary role, in line with these results, customer satisfaction has a full mediating role between the service quality of participation banks and customer loyalty. The model developed in the study of Zhao et al., (2010) and the result obtained in the study overlap. In the study, it was concluded that the customers should be satisfied with the service offered first, and that the satisfied customers would be loyal to the bank

Anahtar Kelimeler

Participation bank, Service quality, Customer loyalty, Customer satisfaction

Kaynakça

• Akbar, M. M. ve Parvez, N. (2009), Impact of Service Quality, Trust, and Customer Satisfaction on Customers Loyalty. ABAC journal, 29(1), s.24-38.
• Amin, A. M. ve Chandra, T. (2022), The Effect of Information Quality and Innovation on Customer Loyalty Mediating by Customer Satisfaction. In International Conference of Business and Social Sciences, s.1213-1231.
• Caruana, A. (2002), Service Loyalty: The Effects of Service Quality and The Mediating Role of Customer Satisfaction. European journal of marketing, 36(7/8), s.811-828, https://doi.org/10.1108/03090560210430818.
• Chen, C. H. ve Lee, H. Y. (2008), Empirical Analysis of the Customer Loyalty Problem in The International Logistics Market. WSEAS Transaction on Business Economics, 4(5), s.113-123.
• Christanto, Y. M. ve Santoso, S. (2022), The Influence of Service Quality, Corporate Image, and Customer Satisfaction on Customer Loyalty in Banking Sector in Yogyakarta. International Journal of Research in Business and Social Science, 11(7), s.9-16, https://doi.org/10.20525/ijrbs.v11i7.2025.
• Çavuşoğlu, S. (2021), Yeşil Reklam ve Yeşil Marka Farkındalığın Yeşil Müşteri Tatmini Üzerindeki Etkisi: Yeşil Satın Alma Davranışının Aracılık Rolü. Gaziantep University Journal of Social Sciences, 20(3), s.1355-1374, https://doi.org/10.21547/jss.893209.
• Da Costa Ferreira, C. F., Djo, M. K., Freitas, J. R. ve Abi, M. T. (2021), The Impact of Service Quality on Customer Satisfaction: A Study on Higher Education Students in Timor-Leste. Timor Leste Journal of Business and Management, 3, s.47-53, https://doi.org/10.51703/bm.v3i2.35.
• De Fatima Carvalho, H., de Sousa Saldanha, E. ve Amaral, A. M. (2020), The Mediation Effects of Customer Satisfaction on the Relations Between Product Price, Service Quality and Purchasing Decision. Timor Leste Journal of Business and Management, 2, s.14-26, https://doi.org/10.51703/bm.v2i2.18.
• Faullant, R., Matzler, K. ve Füller, J. (2008), The Impact of Satisfaction and Image on Loyalty: The Case of Alpine Ski Resorts. Managing Service Quality: An International Journal, 18(2), s.163-178, https://doi.org/10.1108/09604520810859210.
• Fida, B. A., Ahmed, U., Al-Balushi, Y. ve Singh, D. (2020), Impact of Service Quality on Customer Loyalty and Customer Satisfaction in Islamic Banks in the Sultanate of Oman. Sage Open, 10(2), s.1-10, 10.1177/2158244020919517.
• Gounaris, S. P., Stathakopoulos, V. ve Athanassopoulos, A. D. (2003), Antecedents to Perceived Service Quality: An Exploratory Study in the Banking Industry. International Journal of Bank Marketing, 21(4), s.168-190, https://doi.org/10.1108/02652320310479178.
• Hair, J. F., Hult, G. T. M., Ringle, C. M. ve Sarstedt, M. (2017), Primer on Partial Least Square Structural Equations Modeling (PLS-SEM), (2nd Ed.), Sage, Thousand Oaks.
• Hamzah, Z. L., Lee, S. P. ve Moghavvemi, S. (2017), Elucidating Perceived Overall Service Quality in Retail Banking. International Journal of Bank Marketing, 35(5), s.781-804, https://doi.org/10.1108/IJBM-12-2015-0204.
• Henseler, J., Hubona, G. ve Ray, P. A. (2016), Using PLS Path Modeling in New Technology Research: Updated Guidelines. Industrial Management & Data Systems, 116(1), s.2-20. https://doi.org/10.1108/IMDS-09-2015-0382.
• Hossain, M. ve Leo, S. (2008), Customer Perception on Service Quality in Retail Banking in Middle East: The Case of Qatar. International Journal of Islamic and Middle Eastern Finance and Management, 2(4), s.338-350, https://doi.org/10.1108/17538390911006386.
• Hume, M. ve Sullivan Mort, G. (2010), The Consequence of Appraisal Emotion, Service Quality, Perceived Value and Customer Satisfaction on Repurchase İntent in the Performing Arts. Journal of Services Marketing, 24(2), s.170-182.
• Islam, R., Ahmed, S., Rahman, M. ve Al Asheq, A. (2020), Determinants of Service Quality and Its Effect on Customer Satisfaction and Loyalty: An Empirical Study of Private Banking Sector. The TQM Journal, 33(6), s.1163-1182, https://doi.org/10.1108/TQM-05-2020-0119.
• Ismail, I., Haron, H., Nasir Ibrahim, D. ve Mohd Isa, S. (2006), Service Quality, Client Satisfaction and Loyalty Towards Audit Firms: Perceptions of Malaysian Public Listed Companies. Managerial Auditing Journal, 21(7), s.738-756, https://doi.org/10.1108/02686900610680521.
• Jamal, A. ve Anastasiadou, K. (2009), Investigating the Effects of Service Quality Dimensions and Expertise on Loyalty. European Journal of Marketing, 43(3/4), s.398-420, https://doi.org/10.1108/03090560910935497.
• Jayasundara, C., Ngulube, P. ve Minishi-Majanja, M. K. (2016), A Theoretical Model to Predict Customer Satisfaction in Relation to Service Quality in Selected University Libraries in Sri Lanka. South African Journal of Libraries and Information Science, 75(2), s.179-194, https://hdl.handle.net/10520/EJC61321.
• Jung, H. S. ve Yoon, H. H. (2013), Do Employees’ Satisfied Customers Respond with an Satisfactory Relationship? The Effects of Employees’ Satisfaction on Customers’ Satisfaction and Loyalty in A Family Restaurant. International Journal of Hospitality Management, 34, s.1-8, https://doi.org/10.1016/j.ijhm.2013.02.003.
• Karakahraman, Y. ve Özsaatcı, F. G. B. (2021), Algılanan Hizmet Kalitesinin Müşteri Memnuniyeti, Müşteri Tatmini ve Müşteri Sadakatine Etkileri: Katılım Bankası Örneği. Ömer Halisdemir Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 14(2), s.432-452, https://doi.org/10.25287/ohuiibf.708800.
• Kheng, L. L., Mahamad, O. ve Ramayah, T. (2010), The Impact of Service Quality on Customer Loyalty: A Study of Banks in Penang, Malaysia. International Journal of Marketing Studies, 2(2), s.57-66,
• Lau, M. M., Cheung, R., Lam, A. Y. ve Chu, Y. T. (2013), Measuring Service Quality in the Banking Industry: A Hong Kong Based Study. Contemporary Management Research, 9(3), s.263-282, https://doi.org/10.7903/cmr.11060.
• Leclercq-Machado, L., Alvarez-Risco, A., Esquerre-Botton, S., Almanza-Cruz, C., de las Mercedes Anderson-Seminario, M., Del-Aguila-Arcentales, S. ve Yáñez, J. A. (2022), Effect of Corporate Social Responsibility on Consumer Satisfaction and Consumer Loyalty of Private Banking Companies in Peru. Sustainability, 14(15), 9078, https://doi.org/10.3390/su14159078.
• Leninkumar, V. (2017), The Relationship between Customer Satisfaction and Customer Trust on Customer Loyalty. International Journal of Academic Research in Business and Social Sciences, 7(4), s.450-465, http://dx.doi.org/10.6007/IJARBSS/v7-i4/2821.
• Levy, S. ve Hino, H. (2016), Emotional Brand Attachment: A Factor in Customer-Bank Relationships. The International Journal of Bank Marketing, 34(2), s.136-150, https://doi.org/10.1108/IJBM-06-2015-0092.
• Mahsyar, S. ve Surapati, U. (2020), Effect of Service Quality and Product Quality on Customer Satisfaction and Loyalty. International Journal of Economics, Business and Accounting Research (IJEBAR), 4(1), s.204-211.
• Mohamad Yazid, M. F., Ishak, M. F., Che Mat, C. R., Mohd Ali, A. ve Saidun, Z. (2021), Effect of Service Recovery towards Customer Satisfaction in Banking Industry. Journal of Information Technology Management, 13(3), s.55-69, doi: 10.22059/jitm.2021.83113.
• Munusamy, J., Chelliah, S. ve Mun, H. W. (2010), Service Quality Delivery and İts Impact on Customer Satisfaction in the Banking Sector in Malaysia. International Journal of Innovation, Management and Technology, 1(4), s.398-404.
• Nyan, L.M., Rockson, S.B. ve Addo, P.K. (2020), The Mediation Effect of Customer Satisfaction on the Relationship Between Service Quality and Customer Loyalty. Journal of Management and Strategy, 11(3), s.13-27, https://doi.org/10.5430/jms.v11n3p13.
• Nshimiyimana, A. (2020), The Mediating Effects of Customer Satisfaction in the Relationship between ATM Service Quality and Customer Loyalty–A Case Study from Bank of Kigali. European Journal of Business and Management Research, 5(4), s.1-11, https://doi.org/10.24018/ejbmr.2020.5.4.351.
• Olorunniwo, F., Hsu, M. K. ve Udo, G. J. (2006), Service Quality, Customer Satisfaction, and Behavioral Intentions in the Service Factory. Journal of Services Marketing, 20(1), s.59-72, https://doi.org/10.1108/08876040610646581.
• Özçelik, M. (2022), Türkiye’de Mevduat Bankalarının Kârlılığını, Gelirlerini ve Hisse Değerlerini Etkileyen Faktörlerin Oran Analizi ve Yapısal Eşitlik Modeli İle Testi. Hitit Sosyal Bilimler Dergisi, 15(2), s.410-428, https://doi.org/10.17218/hititsbd.1162517.
• Özkan, P., Süer, S., Keser, İ. K. ve Kocakoç, İ. D. (2020), The Effect of Service Quality and Customer Satisfaction on Customer Loyalty: The Mediation of Perceived Value of Services, Corporate Image, and Corporate Reputation. International Journal of Bank Marketing, 38(2), s.384-405, https://doi.org/10.1108/IJBM-03-2019-0096.
• Özsoy, İ., Görmez, B. ve Mekik, S. (2013), Türkiye’de Katılım Bankalarının Tercih Edilme Sebepleri: Ampirik Bir Tetkik. Yönetim ve Ekonomi Dergisi, 20(1), s.187-206.
• Pantouvakis, A. ve Lymperopoulos, K. (2008), Customer Satisfaction and Loyalty in the Eyes of New and Repeat Customers: Evidence from the Transport Sector. Managing Service Quality: An International Journal, 18(6), s.623-643, https://doi.org/10.1108/09604520810920103.
• Parasuraman, A., Zeithaml, V. A. ve Berry, L. L. (1994), Alternative Scales for Measuring Service Quality: A Comparative Assessment Based on Psychometric and Diagnostic Criteria. Journal of Retailing, 70(3), s.201–230.
• Patel, H. D. ve Desai, M. P. (2016), A Study on Relation between Customer Satisfaction, Customer Loyalty and Intention to Switch from one Bank to another Bank in Surat City. Adarsh Journal of Management Research, 9(1), s.1-13, http://dx.doi.org/10.21095/ajmr%2F2016%2Fv9%2Fi1%2F103771.
• Permana, I., Hurriyati, R. ve Hendrayati, H. (2022), The Effect of Post-usage on Customer Loyalty: The Mediating Role of Satisfaction. In 6th Global Conference on Business, Management, and Entrepreneurship (GCBME 2021), s.274-280. Atlantis Press, http://dx.doi.org/ 10.2991/aebmr.k.220701.054.
• Slack, N. J. ve Singh, G. (2020), The Effect of Service Quality on Customer Satisfaction and Loyalty and the Mediating Role of Customer Satisfaction: Supermarkets in Fiji. The TQM Journal, 32(3), s.543-558, https://doi.org/10.1108/TQM-07-2019-0187.
• Subagiyo, R., Djamaluddin, B., Ahsan, M. ve Haq, H. (2022), Islamic Commercial Bank Customer Loyalty with Customer Satisfaction as An Intervening Variable. EQUILIBRIUM, 10(1), s.199-224, http://dx.doi.org/10.21043/equilibrium.v10i1.15901.
• Sulaiman, S. M., Muhammad, M. A., Muhammad, A. D. ve Sabiu, T. T. (2021), Mediating Role of Customer Satisfaction Between Service Quality and Customer Loyalty with Non-Interest Bank in Nigeria. International Journal of Islamic Economics and Finance (IJIEF), 4(1), s.1-30, https://doi.org/10.18196/ijief.v4i1.10424.
• Tani, A., de Sousa Saldanha, E. ve Barreto, D. M. (2021), The The Role of Customer Satisfaction on the Relationship between Service Quality, Price and Word of Mouth (WOM): The Experience of EDTL. EP in Dili, Timor-Leste. Timor Leste Journal of Business and Management, 3, s.1-16, https://doi.org/10.51703/bm.v3i2.53.
• Tee, D. K. (2022), Mediating Effect of Customer Satisfaction on the Relationship between Service Quality and Customer Loyalty in the Ghana Banking Industry. International Journal of Research and Scientific Innovation (IJRSI), 9(4), s.17-26.
• Teeroovengadum, V. (2022), Service Quality Dimensions as Predictors of Customer Satisfaction and Loyalty in The Banking Industry: Moderating Effects Of Gender. European Business Review, 34(1), s.1-19, https://doi.org/10.1108/EBR-10-2019-0270.
• Https://tkbb.org.tr/Documents/sektor_mukayese/TEMMUZ_2022.pdf.
• Yadav, M. K. ve Rai, A. K. (2019), An Assessment of the Mediating Effect of Customer Satisfaction on the Relationship Between Service Quality and Customer Loyalty. IUP Journal of Marketing Management, 18(3), s.7-23.
• Yıldız, E. (2020), SmartPLS ile Yapısal Eşitlik Modellemesi Reflektif ve Formatif Yapılar. 1. Baskı, Ankara: Seçkin Yayıncılık.
• Yıldız, N. (2023), Türkiye’de Faaliyet Gösteren Katılım Bankalarının Performans Analizi. Cumhuriyet Üniversitesi İktisadi ve İdari Bilimler Dergisi, 24(1), 36-49.
• Yılmaz, G. ve Yıldız, E. (2022), Müşteri Vatandaşlığı Davranışlarının Marka Evangelizm Üzerindeki Etkileri: Kahve Sektörüne Yönelik Bir Araştırma. Çağ Üniversitesi Sosyal Bilimler Dergisi, 19(2), s.44-60, https://dergipark.org.tr/en/pub/cagsbd/issue/74597/1226895.
• Yuliani, P. N. ve Rahyuda, I. K. (2021), The Role of Customer Satisfaction and Cooperation Image in Mediating the Effect of Service Quality on Customer Loyalty. PalArch's Journal of Archaeology of Egypt/Egyptology, 18(08), s.595-610.
• Zhao, X., Lynch Jr, J. G. ve Chen, Q. (2010), Reconsidering Baron and Kenny: Myths and Truths about Mediation Analysis. Journal of consumer research, 37(2), s.197-206, https://doi.org/10.1086/651257.