THE IMPACT OF SERVICE QUALITY TO CUSTOMER SATISFACTION IN THE CORPORATE BANKING: AN APPLICATION ON BANK IN KAZAKHSTAN

Yıl 2020, Cilt: 12 Sayı: 1, 1 - 18, 30.06.2020

Assel Avcı Gülmira Kerim

Öz

The purpose of this research, is to measure in a concrete way how the customers
perceive the level of service quality of the bank. According to the degree of
importance given to the foreseen quality dimensions, tried to be determine how to
make improvement by given priority to which dimension or dimensions to upgrade
the quality level. As a model has been foreseen implement of “SERVQUAL service
quality measurement model” developed by Parasuraman, Zeithhaml and Berry.
Satisfaction or dissatisfaction of the customers is evaluated with the mentioned
model. This model has been applied on the banks as an institution in the service
sector. In the evaluation of survey results were used statistical, reliability and
correlation analyses. The results have shown that service quality has a great
impact on customer satisfaction.

Anahtar Kelimeler

Corporate Banking, Customer Satisfaction, Service Quality, SERVQUAL

KURUMSAL BANKACILIK SEKTÖRÜNDE HİZMET KALİTESİNİN MÜŞTERİ MEMNUNİYETİNE ETKİSİ: KAZAKİSTAN CUMHURİYETİ İŞTİRAK BANKASI SBERBANK A.Ş ÜZERİNE BİR UYGULAMA

Öz

Bu araştırmanın amacı, müşterilerin bankalara ilişkin hizmet kalitesi seviyesini
“ne şekilde ve nasıl” algıladıklarını somut bir şekilde ölçmektir. Öngörülen kalite
boyutlarına verilen önem derecelerine göre kalite düzeyini yükseltmek için hangi
boyuta veya boyutlara öncelik verilerek bunlarda nasıl iyileştirme yapılması
gerektiği belirlenmeye çalışılmıştır. Model olarak Parasuraman, Zeithaml ve
Berry tarafından geliştirilen “SERVQUAL Hizmet Kalitesi Ölçüm Modeli”
uygulanması ön görülmüştür. Bahsedilen modelle müşterilerin memnuniyeti ya da
memnuniyetsizliği değerlendirilmiştir. Bu model, hizmet sektöründe kurum olarak
bankalar üzerinde uygulanmıştır. Anket sonuçlarının değerlendirilmesinde
istatistiksel güvenilirlik ve korelasyon analizlerine başvurulmuştur. Ulaşılan
sonuçlar hizmet kalitesinin müşteri memnuniyetini büyük ölçüde etkilediğini
göstermiştir.

Anahtar Kelimeler

Kurumsal Bankacılık, Müşteri Memnuniyeti, Hizmet kalitesi, SERVQUAL

Kaynakça

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