Hizmet ortamının şehirlerarası yolcu taşıma hizmetlerinde algılanan kalite üzerindeki etkisinin incelenmesi

Hakan Çelik

Araştırma Makalesi

Assesing the impact of atmospherics on perceived quality of bus charter services

Yıl 2009, Cilt: 38 Sayı: 2, 157 - 183, 22.12.2008

Hakan Çelik

Öz

Although atmospherics includes such important cues as ambiance (IK), design (TS) and social structure (SOS), it has not been assessed as a distinct quality dimension in many studies on perceived quality of bus charter services. Thus, this study aims to shed light into how perceived characteristics of atmospherics affect the quality perceptions. The validity of proposed model was tested by using the data collected from 220 passengers of three rival coach companies and through addressing Structural Equation Modeling technique. Perceived functional and technical qualities were found to be effected by IK and SOS and by TS and SOS respectfully.

Anahtar Kelimeler

Service atmosphere, perceived quality, Structural Equation Modeling

Kaynakça

O. Giarini ve P.M. Liedtke, ‘Understanding the New Service Economy: Economics, Technology and Risk Management’, The Geneva Papers on Risk and Insurence, 26(2), 156-172, (2001).
TÜİK (2008), Ulaştırma İstatistikleri, http://www.tuik.gov.tr/metaveri.do?tb- id=52&ust-id=15, 2 Mart, (2009).
M.I. Rapert ve B.M. Wren, ‘Service Quality as a Competitive Opportunity’, Journal of Services Marketing, 12(3), 223-235, (1998).
S. Durvasula, S. Lyonski ve S.C. Mehta, ‘Testing the Servqual Scale in the Business to Business Sector: The Case of Ocean Freight Shipping Service’, The Journal of Services Marketing, 13(2), 132-150, (1999).
R.L. Oliver, ‘An Investigation of Attribute Basis of Emotion and Related Affects in Consumption: Suggestions for an Stage-Specific Satisfaction Framework’, Advances in Consumer Research, J. Sharry ve B. Steinthal Edition, 19, 237–244, (1992).
J.J. Cronin, M.K. Brady ve G.T.M. Hult, ‘Assessing the Effects of Quality, Value and Customer Satisfaction on Customer’s Behavioral Intentions in Service Environments’, Journal of Retailing, 76(2), 193-218, (2000).
G. Fullerton ve S. Taylor, ‘Mediating, Interactive and Non-Interactive Effects In Service Quality and Satisfaction with Services Research’, Canadian Journal of Administrative Sciences, 19(2), 124–136, (2002).
J.L. Haskett, T.O. Jones, G.W. Loveman, W.E. Sasser ve A. Schlesinger, ‘Putting Service Profit Chain to Work’, Harvard Business Review, 72(2), 167-174, (1994).
M. Johnson, G.M. Zinkhan ve G.S. Ayala, ‘The Impact of Outcome, Competing and Affect on Service Referral’, Journal of Services Marketing, 12(5), 397-415, (1998).
A. Kumar, R.W Olshavsky ve M.F. King, ‘Exploring Alternative Antecedents of Customer Delight’, Journal of Customer Satisfaction, Dissatisfaction and Complaining Behavior, 14, 14-26, (2001).
G.H.C. McDougall ve T. Levesque, ‘Consumer Satisfaction with Services: Putting Perceived Value Into the Equation’, Journal of Services Marketing, 14(5), 392-406, (2000).
K. Mitra, M.C. Reis ve L.M. Capella, ‘An Examination of Perceived Risk, Information Search and Behavioral Intentions in Search, Experience and Credence Services’, Journal of Services Marketing, 13(3), 208-225, (1999).
V.A. Zeithaml, L.L. Berry ve A. Parasuraman, ‘The Behavioral Consequences of Service Quality’, Journal of Marketing, 60(2), 31-46, (1996).
A.W. Grant ve L.A. Schlesinger, ‘Realize Your Customer’s Full Profit Potential’, Harvard Business Review, 73(5), 59-72, (1995).
S.M. Keaveney, ‘Customer Switching Behavior in Service Industries: An Expletory Study’, Journal of Marketing, 59(2), 71-82, (1995).
V.A. Zeithaml, ‘Service Quality, Profitability and the Economic Worth of Customers: What We Know and What We Need to Learn’, Journal of the Academy of Marketing Science, 28(1), 67-85, (2000).
M.K. Brady ve J.J. Cronin, ‘Some New Thoughts on Conceptualizing Perceived Service Quality: A Hierarchical Approach’ Journal of Marketing, 65, 34–49, (2001).
J.E. Carman, ‘Consumer’s Perceptions of Service Quality: An Assessment of the SERVQUAL Dimensions’, Journal of Retailing, 66(1), 33-55, (1990).
K.L. Wakefield ve J.G. Blodgett, ‘Customer Response to Intangible and Tangible Service Factors’, Psychology and Marketing, 16(1), 51-68, (1999).
K.L. Wakefield ve J. Baker, ‘Excitement at the Mall: Determinants and Effects on Shopping Response’, Journal of Retailing, 74, 515–540, (1998).
M.J. Bitner, ‘Servicecapes: The Impact of Physical Surroundings on Customers and Employees’, Journal of Marketing, 56(2), 57–71, (1992).
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A. Ghobedian, S. Speller ve J. Matthew, ‘Service Quality-Concepts and Models’, International Journal of Quality and Reliability Management, 11(9), 43-67, (1994).
J.J. Cronin ve S.A. Taylor, ‘Measuring Service Quality: A Reexamination and Extension’, Journal of Marketing, 56(3), 55-68, (1992).
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M.J. Bitner, ‘Evaluating Service Encounters: The Effects of Physical Surroundings and Employee Responses’ Journal of Marketing, 54(2), 69–82, (1990).
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Hizmet ortamının şehirlerarası yolcu taşıma hizmetlerinde algılanan kalite üzerindeki etkisinin incelenmesi

Yıl 2009, Cilt: 38 Sayı: 2, 157 - 183, 22.12.2008

Hakan Çelik

Öz

Hizmet ortamı, müşterisinin kalite algılamalarında kullandığı iklim (İK), tasarım (TS) ve sosyal yapı (SOS) gibi önemli dışsal ipuçlarını barındırmasına rağmen, otobüs firmalarının verdikleri şehirlerarası ulaştırma hizmetlerinin kalitesini konu alan çalışmaların birçoğunda farklı bir kalite boyutu olarak ele alınmamıştır. Dolayısıyla araştırmanın amacı, algılanan hizmet ortamı özelliklerinin, hizmet kalitesi algılamalarını nasıl etkilediğini ortaya çıkartmaktır. Geliştirilen araştırma teorik modelinin geçerliliği, üç rakip otobüs firmasının 220 müşterisinden toplanan veri kullanılarak ve Yapısal Eşitlik Modeli tekniği takip edilerek test edilmiştir. Araştırma sonunda, fonksiyonel kalitenin İK ile SOS ve teknik kalitenin ise TS ile SOS tarafından etkilendiği bulunmuştur.

Anahtar Kelimeler

Hizmet ortamı, algılanan kalite, Yapısal Eşitlik Modeli

Kaynakça

O. Giarini ve P.M. Liedtke, ‘Understanding the New Service Economy: Economics, Technology and Risk Management’, The Geneva Papers on Risk and Insurence, 26(2), 156-172, (2001).
TÜİK (2008), Ulaştırma İstatistikleri, http://www.tuik.gov.tr/metaveri.do?tb- id=52&ust-id=15, 2 Mart, (2009).
M.I. Rapert ve B.M. Wren, ‘Service Quality as a Competitive Opportunity’, Journal of Services Marketing, 12(3), 223-235, (1998).
S. Durvasula, S. Lyonski ve S.C. Mehta, ‘Testing the Servqual Scale in the Business to Business Sector: The Case of Ocean Freight Shipping Service’, The Journal of Services Marketing, 13(2), 132-150, (1999).
R.L. Oliver, ‘An Investigation of Attribute Basis of Emotion and Related Affects in Consumption: Suggestions for an Stage-Specific Satisfaction Framework’, Advances in Consumer Research, J. Sharry ve B. Steinthal Edition, 19, 237–244, (1992).
J.J. Cronin, M.K. Brady ve G.T.M. Hult, ‘Assessing the Effects of Quality, Value and Customer Satisfaction on Customer’s Behavioral Intentions in Service Environments’, Journal of Retailing, 76(2), 193-218, (2000).
G. Fullerton ve S. Taylor, ‘Mediating, Interactive and Non-Interactive Effects In Service Quality and Satisfaction with Services Research’, Canadian Journal of Administrative Sciences, 19(2), 124–136, (2002).
J.L. Haskett, T.O. Jones, G.W. Loveman, W.E. Sasser ve A. Schlesinger, ‘Putting Service Profit Chain to Work’, Harvard Business Review, 72(2), 167-174, (1994).
M. Johnson, G.M. Zinkhan ve G.S. Ayala, ‘The Impact of Outcome, Competing and Affect on Service Referral’, Journal of Services Marketing, 12(5), 397-415, (1998).
A. Kumar, R.W Olshavsky ve M.F. King, ‘Exploring Alternative Antecedents of Customer Delight’, Journal of Customer Satisfaction, Dissatisfaction and Complaining Behavior, 14, 14-26, (2001).
G.H.C. McDougall ve T. Levesque, ‘Consumer Satisfaction with Services: Putting Perceived Value Into the Equation’, Journal of Services Marketing, 14(5), 392-406, (2000).
K. Mitra, M.C. Reis ve L.M. Capella, ‘An Examination of Perceived Risk, Information Search and Behavioral Intentions in Search, Experience and Credence Services’, Journal of Services Marketing, 13(3), 208-225, (1999).
V.A. Zeithaml, L.L. Berry ve A. Parasuraman, ‘The Behavioral Consequences of Service Quality’, Journal of Marketing, 60(2), 31-46, (1996).
A.W. Grant ve L.A. Schlesinger, ‘Realize Your Customer’s Full Profit Potential’, Harvard Business Review, 73(5), 59-72, (1995).
S.M. Keaveney, ‘Customer Switching Behavior in Service Industries: An Expletory Study’, Journal of Marketing, 59(2), 71-82, (1995).
V.A. Zeithaml, ‘Service Quality, Profitability and the Economic Worth of Customers: What We Know and What We Need to Learn’, Journal of the Academy of Marketing Science, 28(1), 67-85, (2000).
M.K. Brady ve J.J. Cronin, ‘Some New Thoughts on Conceptualizing Perceived Service Quality: A Hierarchical Approach’ Journal of Marketing, 65, 34–49, (2001).
J.E. Carman, ‘Consumer’s Perceptions of Service Quality: An Assessment of the SERVQUAL Dimensions’, Journal of Retailing, 66(1), 33-55, (1990).
K.L. Wakefield ve J.G. Blodgett, ‘Customer Response to Intangible and Tangible Service Factors’, Psychology and Marketing, 16(1), 51-68, (1999).
K.L. Wakefield ve J. Baker, ‘Excitement at the Mall: Determinants and Effects on Shopping Response’, Journal of Retailing, 74, 515–540, (1998).
M.J. Bitner, ‘Servicecapes: The Impact of Physical Surroundings on Customers and Employees’, Journal of Marketing, 56(2), 57–71, (1992).
R.T Rust ve R.L. Oliver, ‘Service Quality Insights and Managerial Implications from the Frontier’, Service Quality: New Directions in Theory and Practice, Editörler: Rust, R.T ve Oliver, R.L, California: Sage Publications, 1-19, (1994).
C.O. Longenecker ve J.A. Scazzero, ‘Improving Service Quality: A Tale of Two Operations’, Managing Service Quality, 10(4), 227-232, (2000).
A. Parasuraman, V.A. Zeithaml ve L.L. Berry, ‘A Conceptual Model of Service Quality and Its Implications for Future Research’, Journal of Marketing, 49(4), 41– 51, (1985).
A. Ghobedian, S. Speller ve J. Matthew, ‘Service Quality-Concepts and Models’, International Journal of Quality and Reliability Management, 11(9), 43-67, (1994).
J.J. Cronin ve S.A. Taylor, ‘Measuring Service Quality: A Reexamination and Extension’, Journal of Marketing, 56(3), 55-68, (1992).
R.L. Oliver ve J.E. Swan, ‘Customer Perceptions of Interpersonal Equity and Satisfaction’, Journal of Marketing, 53(2), 21-35, (1989).
C. Grönroos, ‘New Competition of The Service Economy: The Five Rules of Service’, International Journal of Operations and Production Management, 8(3), 9–19, (1988).
K.D. Hoffman ve L.W. Turley, ‘Atmospherics, Service Encounters and Consumer Decision Making: An Integrative Perspective’, Journal of Marketing Theory and Practice, 3, 33–47, (2002).
W.H. Chen, ‘Benchmarking Quality Goals in Service Systems’, Journal of Services Marketing, 12(2), 113–128, (1998).
M.J. Bitner, ‘Evaluating Service Encounters: The Effects of Physical Surroundings and Employee Responses’ Journal of Marketing, 54(2), 69–82, (1990).
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C.S. Areni ve D. Kim, ‘The Influence of In-Store Lighting on Consumers’ Examination of Merchandise in a Wine Store’, International Journal of Research in Marketing, 11, 117–125, (1993).
J. Baker, D. Grewal ve M. Levy, ‘An Experimental Approach to Making Retail Store Environment Decisions’, Journal of Retailing, 68, 445–460, (1992).
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A.S. Matilla ve J. Wirtz, ‘Congruency of Scent and Music as a Driver of in-Store Evaluations and Behavior’, Journal of Retailing, 11, 273-289, (2001).
J. Baker, D. Grewal ve A. Parasuraman, ‘The Influence of Store Environment on Quality Inferences and Store Image’, Journal of the Academy of Marketing Science, 22(4), 328–339, (1994).
C. Caldwell ve S.A. Hibbert, ‘The Influence of Music Tempo and Musical Preference on Restaurant Patrons’ Behavior’, Psychology and Marketing, 19, 895–917, (2002).
M.A. Cameron, J. Baker, M. Peterson ve K. Braunsberger, ‘The Effects of Music,Wait-Length Evaluation, and Mood on a Low-Cost Wait Experience’ Journal of Business Research, 56(4), 421–430, (2003).
L. Dubé, J.C. Chebat ve S. Morin, ‘The Effects of Background Music on Consumers’ Desire to Affiliate in Buyer- Seller Interactions’ Psychology and Marketing, 12(3), 305–319, (1995).
J. Herrington ve L.M. Capella, ‘Effects of Music in Service Environments: A Field Study’ Journal of Services Marketing, 10(2), 26–41, (1996).
M.K. Hui, L. Dubé ve J.C. Chebat, ‘The Impact of Music on Consumers’ Reactions toWaiting for Services’, Journal of Retailing, 73(2), 87–104, (1997).
R.E. Milliman, ‘The Influence of Background Music on the Behavior of Restaurant Patrons’, Journal of Consumer Research, 13(4), 286–289, (1986).
R.F. Yalch, ve E.R. Spangenberg, ‘The Effects of Music in a Retail Setting on Real and Perceived Shopping Times’, Journal of Business Research, 49(4), 139–147, (2000).
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L. Dubé ve L.M. Renaghan, ‘Creating Visible Customer Value’, Cornell Hotel and Restaurant Administration Quarterly, 41(1), 62-72, (2000).
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V. Aubert-Gamet, ‘Twisting Servicescapes: Diversion of The Physical Environment in a Re-Appropriation Process’, International Journal of Service Industry Management, 8(1), 26-41, (1997).
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F. Pons ve M. Laroche, ‘Cross-Cultural Differenes in Crowd Assessment’, Journal of Business Research, 60, 269-276, (2007).
S. Baron, K. Harris ve B.J. Davies, ‘Oral Participation in Retail Service Delivery: A Comparison of the Roles of Contact Personnel and Customers’, European Journal of Marketing, 30(9), 75–90, (1996).
M.A. McGrath ve C. Otnes, ‘Unacquainted Influence: When Strangers Interact in the Retail Setting’, Journal of Business Research, 32, 261–272, (1995).
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Toplam 109 adet kaynakça vardır.

Ayrıntılar

Birincil Dil	Türkçe
Bölüm	Makaleler
Yazarlar	Hakan Çelik Bu kişi benim
Yayımlanma Tarihi	22 Aralık 2008
Yayımlandığı Sayı	Yıl 2009 Cilt: 38 Sayı: 2

Kaynak Göster

APA	Çelik, H. (2008). Hizmet ortamının şehirlerarası yolcu taşıma hizmetlerinde algılanan kalite üzerindeki etkisinin incelenmesi. İstanbul Üniversitesi İşletme Fakültesi Dergisi, 38(2), 157-183.
AMA	Çelik H. Hizmet ortamının şehirlerarası yolcu taşıma hizmetlerinde algılanan kalite üzerindeki etkisinin incelenmesi. İstanbul Üniversitesi İşletme Fakültesi Dergisi. Aralık 2008;38(2):157-183.
Chicago	Çelik, Hakan. “Hizmet ortamının şehirlerarası Yolcu taşıma Hizmetlerinde algılanan Kalite üzerindeki Etkisinin Incelenmesi”. İstanbul Üniversitesi İşletme Fakültesi Dergisi 38, sy. 2 (Aralık 2008): 157-83.
EndNote	Çelik H (01 Aralık 2008) Hizmet ortamının şehirlerarası yolcu taşıma hizmetlerinde algılanan kalite üzerindeki etkisinin incelenmesi. İstanbul Üniversitesi İşletme Fakültesi Dergisi 38 2 157–183.
IEEE	H. Çelik, “Hizmet ortamının şehirlerarası yolcu taşıma hizmetlerinde algılanan kalite üzerindeki etkisinin incelenmesi”, İstanbul Üniversitesi İşletme Fakültesi Dergisi, c. 38, sy. 2, ss. 157–183, 2008.
ISNAD	Çelik, Hakan. “Hizmet ortamının şehirlerarası Yolcu taşıma Hizmetlerinde algılanan Kalite üzerindeki Etkisinin Incelenmesi”. İstanbul Üniversitesi İşletme Fakültesi Dergisi 38/2 (Aralık 2008), 157-183.
JAMA	Çelik H. Hizmet ortamının şehirlerarası yolcu taşıma hizmetlerinde algılanan kalite üzerindeki etkisinin incelenmesi. İstanbul Üniversitesi İşletme Fakültesi Dergisi. 2008;38:157–183.
MLA	Çelik, Hakan. “Hizmet ortamının şehirlerarası Yolcu taşıma Hizmetlerinde algılanan Kalite üzerindeki Etkisinin Incelenmesi”. İstanbul Üniversitesi İşletme Fakültesi Dergisi, c. 38, sy. 2, 2008, ss. 157-83.
Vancouver	Çelik H. Hizmet ortamının şehirlerarası yolcu taşıma hizmetlerinde algılanan kalite üzerindeki etkisinin incelenmesi. İstanbul Üniversitesi İşletme Fakültesi Dergisi. 2008;38(2):157-83.

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