THE EFFECT OF PERCEIVED SERVICE QUALITY ON CUSTOMER SATISFACTION: AN APPLICATION IN MARITIME TRANSPORTATION IN TURKEY

Öz

Sea transport has begun to emerge since the speed, comfort and price advantages in terms of passenger transport, as a result of this, enterprises have focused on these issues and aimed to provide customer satisfaction. Since customer satisfaction is one of the main obstacles that increase the competitive power of the enterprises, they have begun to pay attention to the relationship between perceived service quality and customer satisfaction and to manage this relationship.In this study, the effect of perceived service quality -which is presented to the passengers of a maritime enterprise which carries passengers between Istanbul and the surrounding cities- on customer satisfaction is investigated. Within the scope of this descriptive research, 317 valid questionnaires that is gathered from the passanger of a sea transport enterprise were analyzed with SPSS and LISREL 8.70 package programs, and hypotheses are evaluated. As a result of the analyzes and tests made, it has been found that all dimensions of perceived service quality, especially reliability, have meaningful and positive effects on customer satisfaction in intercity sea passenger transport. It is evaluated that the study -which is the first research that measure the effect of perceived service quality on intercity sea passenger transportation on customer satisfaction- will provide an important contribution to the literature and will lead the new research in this field

Anahtar Kelimeler

• Perceived Service Quality, Logistics, Customer Satisfaction, Transportation.

ALGILANAN HİZMET KALİTESİNİN MÜŞTERİ MEMNUNİYETİNE ETKİSİ: TÜRKİYE’DE DENİZ YOLCU TAŞIMACILIĞINDA BİR UYGULAMA

Öz

Deniz yolu ile yolcu taşımacılığı, sunmuş olduğu hız, konfor ve fiyat avantajı sayesinde ulaşım konusunda ön plana çıkmaktadır. Bu durum deniz taşımacılığı alanında hizmet sunan işletmeleri rekabet avantajı sağlamak üzere müşteri memnuniyetine yöneltmektedir. Müşteri memnuniyetinin, işletmelerin rekabet gücünü arttıran temel unusurlardan biri olması sebebiyle işletmelerin, algılanan hizmet kalitesi-müşteri memnuniyeti ilişkisine ve bu ilişkinin yönetilmesine önem vermesi gerekmektedir. Bu çalışmada İstanbul ile çevre şehirler arasında deniz yolu ile yolcu taşımacılığı yapan bir denizcilik işletmesinin yolcularına sunmuş olduğu hizmet kalitesinin müşteri memnuniyeti üzerindeki etkisi incelenmiştir. Tanımlayıcı araştırma niteliği taşıyan bu çalışma kapsamında araştırmaya konu olan denizcilik işletmesinin müşterileri arasından toplanan 317 geçerli anket verisi SPSS ve LISREL 8.70 paket programları ile analize tabi tutulmuş ve çalışma kapsamında oluşturulan hipotezlerin değerlendirmesi yapılmıştır. Yapılan analiz ve testler neticesinde şehirlerarası deniz yolcu taşımacılığında, başta güvenilirlik olmak üzere, algılanan hizmet kalitesinin tüm boyutlarının müşteri memnuniyeti üzerinde anlamlı ve pozitif etkilerinin olduğu görülmüştür. Çalışmanın Türkiye’de şehirlerarası deniz yolcu taşımacılığındaki algılanan hizmet kalitesinin müşteri memnuniyetine etkisini ölçen ilk çalışma olması sebebiyle, literatüre önemli bir katkı sunacağı ve bu alandaki hem akademik hem de uygulamaya yönelik çalışmalara öncülük edeceği değerlendirilmektedir

Anahtar Kelimeler

• Algılanan Hizmet Kalitesi,Lojistik,Müşteri Memnuniyeti,Taşımacılık

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