Hizmet Deneyiminin Müşteri Vatandaşlık Davranışına Etkisinde Hizmet Tatmininin Aracılık Rolü: Starbucks Örneği

Öz

Bu çalışmanın amacı; kahve dükkânları zinciri olarak faaliyette bulunan Starbucks’ta, müşterilerin sunulan hizmete ilişkin deneyimlerinin, müşteri vatandaşlık davranışı göstermelerinde bir etkisi olup olmadığını ve bu etkinin oluşmasında müşterilerin yaşadıkları hizmet tatmininin aracılık rolü üstlenip üstlenmediğini belirlemektir. Çalışmanın amacı doğrultunda verilerin analizi için nicel araştırma yöntemi kullanılmıştır. Kolayda örnekleme yöntemi ile toplanan 403 anket verisi SPSS 18 ve AMOS 22 programlarından yararlanılarak analiz edilmiştir. Hipotez testine ilişkin analizlerin sonuçları yapısal eşitlik modeli aracılığı ile doğrulanmıştır. Araştırma sonuçları; hizmet deneyiminin müşteri vatandaşlık davranışını kısmen ve pozitif yönde etkilediğini göstermiştir. Hizmet deneyiminin hizmet tatmini üzerindeki etkisi incelendiğinde müşterilerin yaşadıkları hizmet deneyiminin müşteri vatandaşlık davranışı sergilemeleri için yeterli olduğu sonucunu göstermektedir. Ayrıca, hizmet deneyiminin müşteri vatandaşlık davranışına etkisinde hizmet tatmininin aracılık etkisi olmadığı saptanmıştır. Bu sonuçtan yola çıkarak, müşterilerin yaşadıkları hizmet deneyiminin tatmin düzeyinde olmasa dahi müşteri vatandaşlık davranışı gösterme eğiliminde olabileceklerini söylemek mümkündür. Son yıllarda müşterilerin hislerini harekete geçirerek, onlara eşsiz deneyimler sunmak tatmin yaratma açısından son derece önemli hale gelmiştir. Dolayısıyla, kendisini işletmenin bir çalışanı gibi gören müşterilerin, yaşadıkları hizmet deneyiminden etkilenmeleri muhtemel olacaktır.

Anahtar Kelimeler

• Hizmet tatmini
• hizmet deneyimi
• müşteri vatandaşlık davranışı
• yapısal eşitlik modeli

The Mediating Role of Service Satisfaction in the Effect of Servıce Experience on Customer Citizenship Behavior: The Case of Starbucks

Öz

The aim of this study is to determine whether the customer's experience of the service offered in Starbucks, which operates as a chain of coffee shops, has an effect on their customer citizenship behavior and whether the service satisfaction of the customers plays a mediating role in the formation of this effect. In line with the purpose of the study, quantitative research method was used to analyze the data. 403 survey data collected by convenience sampling method were analyzed using SPSS 18 and AMOS 22 programs. The results of the analyzes regarding hypothesis testing were confirmed through the structural equation model. Research results; showed that service experience partially and positively affects customer citizenship behavior. When the effect of service experience on service satisfaction is examined, it shows that the service experience experienced by customers is sufficient for them to exhibit customer citizenship behavior. In addition, it was determined that service satisfaction did not have a mediating effect on the effect of service experience on customer citizenship behavior. Based on this result, it is possible to say that customers may tend to show customer citizenship behavior even if their service experience is not at the level of satisfaction. In recent years, it has become extremely important to provide unique experiences to customers by activating their feelings. Therefore, customers who see themselves as an employee of the business are likely to be impressed by their service experience.

Anahtar Kelimeler

• Service satisfaction
• service experience
• customer citizenship behavior
• structural equality model

Kaynakça

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