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HİZMET SEKTÖRÜNDE SERVPERF ÖLÇEĞİ İLE HİZMET KALİTESİNİN BELİRLENMESİ SAĞLIK HİZMETLERİ SEKTÖRÜNDE BİR UYGULAMA

Yıl 2012, Cilt: 1 Sayı: 2, 33 - 52, 01.12.2012

Öz

Hizmet sektöründeki işletmelerin rekabet avantajı elde etmelerinde en önemli araç olan hizmet kalitesi, gerek literatür gerekse pratik için araştırılması gereken önemli konulardandır. Bu bağlamda, özel bir hastanenin sunduğu sağlık hizmetleri SERVPERF ölçeği yardımıyla hizmet kalitesi açısından değerlendirilecektir. Hizmet kalitesi ölçümünde değerlendirilen ölçeklerden biri olan SERVPERF-M formu, kolayda örnekleme yöntemine göre belirlenen özel bir hastanenin ankete katılmak isteyen hastaları üzerinde uygulanmıştır. Toplanan anketler daha sonra SPSS 16 programında analiz edilerek sunulmuştur. SERVPERF-M formu ile sağlık hizmetleri için hastaların beklentileri, bu hizmetlere verdikleri önem ve algıladıkları hizmetler karşılaştırılarak değerlendirilmiştir.

Kaynakça

  • Aktan, Coşkun Can(1999), “Çağdaş Yönetim Anlayışı: Toplam Kalite”, Yeni Türkiye, Mart-Nisan, (68-78).
  • Aydın, Kenan(2010), “Hizmet İşletmelerinde SERVQUAL Yöntemi İle Hizmet Kalitesinin Ölçümü Ve Kocaeli’ndeki Seyahat İşletmelerinden Efe Tur Uygulaması”, Sosyal Siyaset Konferansları Dergisi, 50(2005).
  • Bolton, Ruth N., Drew, James H.(1991), “A Multistage Model Of Customers’ Assessments Of Service Quality and Value”, Journal Of Consumer Research, Vol. 17, No.4 (Mar. 1991), 375-384.
  • Bolton, Ruth N., Drew, James H.(1991), “A Longitudinal Analysis Of The Impact Of Service Changes On Customer Attitudes”, Journal of Marketing, 55, January 1991,1-9.
  • Bumin, Birol, Erkutlu, Hakan(2002), “Toplam Kalite Yöntemi ve Kıyaslama(Benchmarking) İlişkileri”, Gazi Üniversitesi İİBF Dergisi, 1/2002, 83-100, http://www.dergi.iibf.gazi.edu.tr/dergi_v1/4/1/6.pdf .
  • Bülbül, Hasan, Demirer, Ömür(2008), “Hizmet Kalitesi Ölçüm Modelleri Servqual Ve Serperf ’in Karşılaştırmalı Analizi”, Selçuk Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 20, 181-198.
  • Carillat, François A., Jaramillo, Fernando, Mulki, Jay Prakash(2009), “Examining The İmpact Of Service Quality: Meta-Analysis Of Empirical Evidence”, Journal Of Marketing Theory And Practice, Vol. 17, No:2 ,Spring.
  • Cronin, J. Joseph, Taylor, A. Steven (1992), “Measuring Service Quality: A Reexamination And Extension”, Journal Of Marketing, 56(July), 55-67.
  • Cronin, J. Joseph, Taylor, A. Steven (1994), “SERVPERF Versus SERVQUAL: Reconciling Performance-Based And Perceptions– Minus–Expectations Measurement Of Service Quality”,Journal Of Marketing, 58(January), 125-31.
  • Doyle, Peter(2003), Çev, Barış Gülfidan, Değer Temelli Pazarlama, Mediacat, İstanbul.
  • Divanğlu, Sevilay Uslu, Yoldaş, M. Asıf, Demirel, Yavuz(2009), “Algılanan Hizmet Kalitesinin Tatmin, Tavsiye Davranışı Ve Tercih Üzerine Etkisi: Sağlık Sektöründe Bir Araştırma Akademik Bakış”, Uluslararası Hakemli Sosyal Bilimler E-Dergisi, Sayı 16, Nisan.
  • Edward, Burch, Hudson, P. Rogers, Underwood, James(1995), “Explorıng Servperf: An Empırıcal Investıgatıon Of The Importance-Performance, Servıce Qualıty Relatıonshıp In The Unıform Rental Industry”
  • Fitzsimmons, James, Mona, J.(2004), Service Management, 4. Edition, Mcgraw- Hill Comp.
  • Fogarty, G., Catts, R., Forlin,C.(2000), “Identifying Shortcomings In The Measurement Of Service Quality”, Journal of Outcome Measurement, 4(1), 425-447.
  • Folz, David H.(2004), “Service Quality and Benchmarking the Performance of Municipal Services”, Public Administration Review , Volume 64, Issue 2
  • Grönroos, Christopher (1984), “A Service Quality Model and Its Marketing İmplications”,18 (4): 36-44.
  • Gürbüz, Esen, Büyükkeklik, Arzum, Avcılar, Mutlu, Yüksel, Toksarı, Murat, Algılanan Hizmet Kalitesinin Tatmin ve Davranışsal Niyet Üzerine Etkisi: Niğde İlindeki Süpermarketler Üzerine Ampirik Bir Çalışma, Ege Akademik Bakış, 8 (2), 2008: 785-812.
  • Hartline, M.D., Ferrell, O.C.(1996), “The Management of Customer Contact Service Employees: An Emprical Investigation”, Journal of Marketing, 69, October 1996, 52-70.
  • İçöz, Orhan(2005), Hizmet Pazarlaması, Turhan Kitabevi, Ankara,Ocak.
  • İslamoğlu, A. Hamdi(2000), Pazarlama Yönetimi, 2. Bası , İstanbul , Beta Yayınları.
  • Jain, Sanjay K., Gupta, Garima(2004), “Measuring Service Quality: SERVQAUL Vs. SERVPERF Scales”, VIKALPA, Vol.29, No:2, April-June.
  • Karahan, Kasım(2000), Hizmet Pazarlaması, Beta Basım, 1. Basım, Ekim, İstanbul.
  • Kasper, Hans, Helsdingen, Piet Van, Gabbatt, Mark(2006), Service Marketing Management- A Strategic Perspective, 2. Edition, Johnwiley &Sons LTD.
  • Kaynak, Hale(2003), “The Relationship Between Total Quality Managament Practices And Their Effects On Firm Performance”, Journal Of Operations Management 21, 405-435.
  • Kotler, Philip, Armstrong, Gary, (2003),Principles Of Marketing, International Edition, 10. Edition.
  • Kuo, Ying-Feng, Wu, Chi-Ming, Deng, Wie-Jaw(2009), “The Relationships Among Service Quality, Perceived Value, Cutomer Satisfaction And Post- Purchase Intention In Mobile Value- Added Services”, Computers In Human Behavior 25.
  • Lovelock, Christopher, Wirtz, Joche(2004), Services Marketing-People- Technology-Strategy, Pearson Education Int., İnternational Edition, 5. Edition.
  • Lovelock, Christopher (1983), “Classifying Services To Gain Strategic Marketing İnsights”,Journal Of Marketing 47, p.9-20.
  • Lucas, Robert W(1996), Customer Services-Skills And Concepts For Business, Irwin Mirror Press, USA .
  • Mehta, Subhash C., Lalwani, Ashok K.,Han, Soon Li(2000), “Service Quality İn Retailing: Relative Efficiency Of Alternative Measurement Scales For Different Product-Service Environments”, International Journal of Retail & Distribution Management, Vol. 28 Iss: 2 pp. 62 – 72.
  • McAlexander, James H., Kaldenberg, Dennis O.,Koeing, Harold F.(1994), “Service Quality Measurement”, Journal of Health Care Marketing, Fall 1994: 14:3, ABI/ INFORM Global pg. 34.
  • Öztürk, Sevgi Ayşe(2000), “Hizmet Kalitesi Ölçümünde Yeni Bir Yaklaşım: Kritik Olaylar Tekniği” Anatolia: Turizm Araştırmaları Dergisi, Yıl:11, Türkçe-Eylül-Aralaık, 57-68.
  • Palmer, Adrian(2000), Principles Of Marketing, Oxford University Press, 1. Edition.
  • Palmer, Adrian(2001), Principles Of Services Marketing, 3. Edition, Mcgraw-Hill Comp.
  • Taşkın, Erdoğan(2000), Müşteri İlişkileri Eğitimi, Papatya Yayıncılık, 2. Basım, Nisan.
  • Tawana, Madjid, Mohebbi, Barbara, Kennedy, Dennis T(2003), “Total Quality İndex: A Benchmarking Tool For Total Quality Management, Benchmarking”, An International Journal, Vol. 10 Iss: 6, pp.507 – 527.
  • Vargo, Stephen L., Lusch Robert F.(2004), “The Four Service Marketing Myths”, Journal Of Service Research, Volume 6, No. 4, May.
  • Vanniarajan, T., Anbazhagan, B.(2007), “Servperf Analysis In Retail Banking”, International Marketing Conference on Marketing & Society, 8-10 April, 2007, II.
  • Zeithalm, Valerie A., Bitner, Mary Jo(2001), Services Marketing, 3. Edition, Mcgraw –Hill Company.
  • http://www.marketingpower.com/_layouts/dictionary.aspx?dletter=s(Erişim: 10/08/2012).

THE DETERMINING OF SERVICE QUALITY WITH SERVPERF SCALE IN SERVICE SECTOR AN IMPLEMENTATION IN HEALTH CARE SECTOR

Yıl 2012, Cilt: 1 Sayı: 2, 33 - 52, 01.12.2012

Öz

The service quality is an important tool for businesses in service sector to get a competitive advantage that is also important issue for both literature and pratic concept. In this context, it will be evaluated the service quality of one private hospital’s health care service with the SERVPERF scale. The form of SERVPERF-M is the one that is used to measure service quality, was impelemented with “conveniency sampling” method to the patients who wanted to join this implemetation. After collected questionnaires, data was analysed in SPSS 16 programme. With SERVPERF-M form, patient’s expectations and perceptions and the importance of health care services were evaluated seperately

Kaynakça

  • Aktan, Coşkun Can(1999), “Çağdaş Yönetim Anlayışı: Toplam Kalite”, Yeni Türkiye, Mart-Nisan, (68-78).
  • Aydın, Kenan(2010), “Hizmet İşletmelerinde SERVQUAL Yöntemi İle Hizmet Kalitesinin Ölçümü Ve Kocaeli’ndeki Seyahat İşletmelerinden Efe Tur Uygulaması”, Sosyal Siyaset Konferansları Dergisi, 50(2005).
  • Bolton, Ruth N., Drew, James H.(1991), “A Multistage Model Of Customers’ Assessments Of Service Quality and Value”, Journal Of Consumer Research, Vol. 17, No.4 (Mar. 1991), 375-384.
  • Bolton, Ruth N., Drew, James H.(1991), “A Longitudinal Analysis Of The Impact Of Service Changes On Customer Attitudes”, Journal of Marketing, 55, January 1991,1-9.
  • Bumin, Birol, Erkutlu, Hakan(2002), “Toplam Kalite Yöntemi ve Kıyaslama(Benchmarking) İlişkileri”, Gazi Üniversitesi İİBF Dergisi, 1/2002, 83-100, http://www.dergi.iibf.gazi.edu.tr/dergi_v1/4/1/6.pdf .
  • Bülbül, Hasan, Demirer, Ömür(2008), “Hizmet Kalitesi Ölçüm Modelleri Servqual Ve Serperf ’in Karşılaştırmalı Analizi”, Selçuk Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 20, 181-198.
  • Carillat, François A., Jaramillo, Fernando, Mulki, Jay Prakash(2009), “Examining The İmpact Of Service Quality: Meta-Analysis Of Empirical Evidence”, Journal Of Marketing Theory And Practice, Vol. 17, No:2 ,Spring.
  • Cronin, J. Joseph, Taylor, A. Steven (1992), “Measuring Service Quality: A Reexamination And Extension”, Journal Of Marketing, 56(July), 55-67.
  • Cronin, J. Joseph, Taylor, A. Steven (1994), “SERVPERF Versus SERVQUAL: Reconciling Performance-Based And Perceptions– Minus–Expectations Measurement Of Service Quality”,Journal Of Marketing, 58(January), 125-31.
  • Doyle, Peter(2003), Çev, Barış Gülfidan, Değer Temelli Pazarlama, Mediacat, İstanbul.
  • Divanğlu, Sevilay Uslu, Yoldaş, M. Asıf, Demirel, Yavuz(2009), “Algılanan Hizmet Kalitesinin Tatmin, Tavsiye Davranışı Ve Tercih Üzerine Etkisi: Sağlık Sektöründe Bir Araştırma Akademik Bakış”, Uluslararası Hakemli Sosyal Bilimler E-Dergisi, Sayı 16, Nisan.
  • Edward, Burch, Hudson, P. Rogers, Underwood, James(1995), “Explorıng Servperf: An Empırıcal Investıgatıon Of The Importance-Performance, Servıce Qualıty Relatıonshıp In The Unıform Rental Industry”
  • Fitzsimmons, James, Mona, J.(2004), Service Management, 4. Edition, Mcgraw- Hill Comp.
  • Fogarty, G., Catts, R., Forlin,C.(2000), “Identifying Shortcomings In The Measurement Of Service Quality”, Journal of Outcome Measurement, 4(1), 425-447.
  • Folz, David H.(2004), “Service Quality and Benchmarking the Performance of Municipal Services”, Public Administration Review , Volume 64, Issue 2
  • Grönroos, Christopher (1984), “A Service Quality Model and Its Marketing İmplications”,18 (4): 36-44.
  • Gürbüz, Esen, Büyükkeklik, Arzum, Avcılar, Mutlu, Yüksel, Toksarı, Murat, Algılanan Hizmet Kalitesinin Tatmin ve Davranışsal Niyet Üzerine Etkisi: Niğde İlindeki Süpermarketler Üzerine Ampirik Bir Çalışma, Ege Akademik Bakış, 8 (2), 2008: 785-812.
  • Hartline, M.D., Ferrell, O.C.(1996), “The Management of Customer Contact Service Employees: An Emprical Investigation”, Journal of Marketing, 69, October 1996, 52-70.
  • İçöz, Orhan(2005), Hizmet Pazarlaması, Turhan Kitabevi, Ankara,Ocak.
  • İslamoğlu, A. Hamdi(2000), Pazarlama Yönetimi, 2. Bası , İstanbul , Beta Yayınları.
  • Jain, Sanjay K., Gupta, Garima(2004), “Measuring Service Quality: SERVQAUL Vs. SERVPERF Scales”, VIKALPA, Vol.29, No:2, April-June.
  • Karahan, Kasım(2000), Hizmet Pazarlaması, Beta Basım, 1. Basım, Ekim, İstanbul.
  • Kasper, Hans, Helsdingen, Piet Van, Gabbatt, Mark(2006), Service Marketing Management- A Strategic Perspective, 2. Edition, Johnwiley &Sons LTD.
  • Kaynak, Hale(2003), “The Relationship Between Total Quality Managament Practices And Their Effects On Firm Performance”, Journal Of Operations Management 21, 405-435.
  • Kotler, Philip, Armstrong, Gary, (2003),Principles Of Marketing, International Edition, 10. Edition.
  • Kuo, Ying-Feng, Wu, Chi-Ming, Deng, Wie-Jaw(2009), “The Relationships Among Service Quality, Perceived Value, Cutomer Satisfaction And Post- Purchase Intention In Mobile Value- Added Services”, Computers In Human Behavior 25.
  • Lovelock, Christopher, Wirtz, Joche(2004), Services Marketing-People- Technology-Strategy, Pearson Education Int., İnternational Edition, 5. Edition.
  • Lovelock, Christopher (1983), “Classifying Services To Gain Strategic Marketing İnsights”,Journal Of Marketing 47, p.9-20.
  • Lucas, Robert W(1996), Customer Services-Skills And Concepts For Business, Irwin Mirror Press, USA .
  • Mehta, Subhash C., Lalwani, Ashok K.,Han, Soon Li(2000), “Service Quality İn Retailing: Relative Efficiency Of Alternative Measurement Scales For Different Product-Service Environments”, International Journal of Retail & Distribution Management, Vol. 28 Iss: 2 pp. 62 – 72.
  • McAlexander, James H., Kaldenberg, Dennis O.,Koeing, Harold F.(1994), “Service Quality Measurement”, Journal of Health Care Marketing, Fall 1994: 14:3, ABI/ INFORM Global pg. 34.
  • Öztürk, Sevgi Ayşe(2000), “Hizmet Kalitesi Ölçümünde Yeni Bir Yaklaşım: Kritik Olaylar Tekniği” Anatolia: Turizm Araştırmaları Dergisi, Yıl:11, Türkçe-Eylül-Aralaık, 57-68.
  • Palmer, Adrian(2000), Principles Of Marketing, Oxford University Press, 1. Edition.
  • Palmer, Adrian(2001), Principles Of Services Marketing, 3. Edition, Mcgraw-Hill Comp.
  • Taşkın, Erdoğan(2000), Müşteri İlişkileri Eğitimi, Papatya Yayıncılık, 2. Basım, Nisan.
  • Tawana, Madjid, Mohebbi, Barbara, Kennedy, Dennis T(2003), “Total Quality İndex: A Benchmarking Tool For Total Quality Management, Benchmarking”, An International Journal, Vol. 10 Iss: 6, pp.507 – 527.
  • Vargo, Stephen L., Lusch Robert F.(2004), “The Four Service Marketing Myths”, Journal Of Service Research, Volume 6, No. 4, May.
  • Vanniarajan, T., Anbazhagan, B.(2007), “Servperf Analysis In Retail Banking”, International Marketing Conference on Marketing & Society, 8-10 April, 2007, II.
  • Zeithalm, Valerie A., Bitner, Mary Jo(2001), Services Marketing, 3. Edition, Mcgraw –Hill Company.
  • http://www.marketingpower.com/_layouts/dictionary.aspx?dletter=s(Erişim: 10/08/2012).
Toplam 40 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Bölüm Research Article
Yazarlar

Kenan Aydın Bu kişi benim

Seda Yıldırım Bu kişi benim

Yayımlanma Tarihi 1 Aralık 2012
Yayımlandığı Sayı Yıl 2012 Cilt: 1 Sayı: 2

Kaynak Göster

APA Aydın, K., & Yıldırım, S. (2012). HİZMET SEKTÖRÜNDE SERVPERF ÖLÇEĞİ İLE HİZMET KALİTESİNİN BELİRLENMESİ SAĞLIK HİZMETLERİ SEKTÖRÜNDE BİR UYGULAMA. Ekonomi Ve Yönetim Araştırmaları Dergisi, 1(2), 33-52.