Hizmet Kalitesi, Tatmin ve Güvenin Daha Fazla Ödeme Eğilimi Üzerindeki Etkileri

Yıl 2014, Cilt: 14 Sayı: 1, 31 - 58, 29.03.2014

Emre Şahin Dölarslan , Alper Özer

https://doi.org/10.18037/ausbd.60377

Cited By: 1

Öz

İşletmeler, müşterilerinin kendilerini tercih etmesini ve bu tercihin uzun süre devam etmesini isterler. Bu tercih işletmenin riskini azalttığı gibi, karlılıkları üzerinde de olumlu etkiye sahiptir. Benzer şekilde, tüketiciler de algıladıkları riski düşürebilmek için beklentilerine karşılık veren işletmeleri ve markaları tercih ederler. Bazı durumlarda da ürün veya hizmetlerin niteliğine göre, belirli düzeylerde daha yüksek fiyat ödemeyi kabul ederler. Bu çalışma ilk olarak tüketicilerin daha fazla ödeme eğilimlerini ve bu eğilimin belirleyicileri olarak hizmet kalitesi, tatmin ve güven unsurlarını teorik olarak incelemektedir. Sonrasında söz konusu faktörler ile daha fazla ödeme eğilimi ilişkilendirilmekte ve hipotezler oluşturulmaktadır. Teorik altyapı, sağlık hizmetleri ile de ilişkilendirilmekte ve sağlık hizmetlerinin ayrı dinamikleri ortaya konulmaktadır. Araştırma modelinin analizinde veriler kolayda örneklem yöntemiyle belirlenmiş örneklemden anket yöntemi ile toplanmıştır. Sadece Sosyal Güvenlik Kurumu’na mensup, 437 cevaplayıcıdan elde edilen verilerle model, yapısal eşitlik modellemesiyle analiz edilmiş ve belirleyicilerin etkileri ölçülmüştür. Çalışmada ayrıca özel hastane ve devlet hastanesi tercihinin düzenleyici etkisi ortaya konulmaktadır. Araştırma bulguları, hizmet kalitesi, tatmin ve güvenin yüksek olmasının, sağlık hizmetleri talep eden tüketicilerin daha fazla ödeme eğilimini olumlu şekilde etkilediğini göstermektedir. Ayrıca, hastaların özel veya devlet hastanesi seçiminin, model kapsamındaki ilişkiler arasında düzenleyici etkisi olduğu ortaya çıkmıştır.

Anahtar Kelimeler

Daha Fazla Ödeme Eğilimi, Hizmet Kalitesi,, Tatmin, Güven, Sağlık Sektörü

Kaynakça

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