The Influence of Service Quality, Price, and Trust of Educational Agents on Customer Satisfaction among Indonesian Students in Türkiye: A Study of Karabük University

Öz

The purpose of this study is to ascertain how consumer satisfaction offered by educational agents is affected from the factors such as the service quality, cost, and trust. In this study, the total sampling (census) method is used, which involves the use of the entire sample population. The number of participants in this study is 50 Indonesian students studying at Karabük University. The data were analysed using Structural Equation Modelling (SEM) and Partial Least Squares (PLS) methods with SmartPLS 3.0. Using SmartPLS 3.0, it was possible to measure reliability, validity, and hypotheses in this study. The findings of this study reveal that pricing and trust have a significant and positive effect on customer satisfaction supplied by education agents, however service quality, as measured by the SERVQUAL dimensions, does not have a significant impact on customer satisfaction offered by education agents.

Anahtar Kelimeler

• Customer Satisfaction
• Service Quality
• Price
• Trust.

Eğitim Acentelerinin Hizmet Kalitesi, Fiyat ve Güveninin Türkiye'deki Endonezyalı Öğrencilerin Müşteri Memnuniyeti Üzerindeki Etkisi: Karabük Üniversitesi Örneği

Öz

Bu çalışmanın amacı, eğitim aracıları tarafından sunulan tüketici memnuniyetinin hizmet kalitesi, maliyet ve güven gibi faktörlerden nasıl etkilendiğini belirlemektir. Bu çalışmada, tam örneklem popülasyonunun kullanıldığı toplam örnekleme (sensus) yöntemi kullanilmaktadır. Bu çalışmanın katılımcı sayısı, Karabük Üniversitesi'nde öğrenim gören 50 Endonezyalı öğrencidir. Veriler, SmartPLS 3.0 ile Yapısal Denklem Modellemesi (SEM) ve Kısmi En Küçük Kareler (PLS) yöntemleri kullanılarak analiz edilmiştir. SmartPLS 3.0 kullanılarak, bu çalışmada güvenilirlik, geçerlilik ve hipotezlerin ölçülmesi mümkün olmuştur. Bu çalışmanın bulguları, fiyatlandırma ve güvenin eğitim acenteleri tarafından sağlanan müşteri memnuniyeti üzerinde önemli ve olumlu bir etkiye sahip olduğunu, ancak SERVQUAL boyutlarıyla ölçülen hizmet kalitesinin eğitim acenteleri tarafından sunulan müşteri memnuniyeti üzerinde önemli bir etkiye sahip olmadığını ortaya koymaktadır.

Anahtar Kelimeler

• Müşteri Memnuniyeti
• Hizmet Kalitesi
• Fiyat
• Güven.

Kaynakça

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