Service Innovation in the Retail Sector: A Study on Perceived Value, Customer Satisfaction and Behavioural Intent

Yıl 2019, Cilt: 8 Sayı: 2, 97 - 125, 01.12.2019

Türkan Müge Özbekler

Öz

Purpose: This study aims to investigate whether there is a relationship between service innovation, perceived value, customer satisfaction and behavioural intention in retail sector. Methodology: Study has been formed by selection of customers from four companies which are listed in the most reputable retail clothing brands published by Turkey Reputation Index Report 2018 and analysed by SmartPLS. Findings: It was found that service innovation dimensions directly affect perceived value and customer satisfaction partially mediates relationship between perceived value and behavioural intention. Practical Implications: In future research, innovation dynamics of different sub-sectors can be examined and deeper customer insight can be obtained. Originality: The study’s subject as investigating the impact of innovation efforts to improve potential relationships with the customer is expected to contribute to both literature and practice.

Anahtar Kelimeler

Retail Sector, Service Innovation, PLS-SEM

Perakende Sektöründe Hizmet İnovasyonu: Algılanan Değer, Müşteri Memnuniyeti ve Davranışsal Niyet Açısından Bir Çalışma

Öz

Amaç: Çalışmada, perakende sektöründe hizmet inovasyonu, algılanan değer, müşteri memnuniyeti ve
davranışsal niyet arasındaki olası ilişkilerin incelenmesi amaçlanmıştır.
Yöntem: Araştırma, Türkiye İtibar Endeksi 2018 araştırmasına göre en itibarlı hazır giyim markası olarak
belirlenen dört firmanın müşterileri üzerinde kısmi en küçük kareler yapısal eşitlik modellemesi (PLS-SEM)
kullanılarak gerçekleştirilmiştir.
Bulgular: Hizmet inovasyonu boyutlarının algılanan değeri doğrudan etkilediği ve müşteri memnuniyetinin, algılanan değer ile davranışsal niyet ilişkisinde kısmi aracılık rolü bulunduğuna ulaşılmıştır.
Sonuç ve Öneriler: Çalışma, müşterilerin firma ile olan ilişkilerinin şekillenmesinde ürün çeşitliliği, perakende çevresi ve müşteri hizmetleri boyutlarında yapılan inovasyonların önemli bir rolü olduğunu ortaya
koymaktadır. Gelecek çalışmalarda, hizmet inovasyonunun farklı sektörler kapsamında incelenmesi ve ilgili
alanın müşteri davranışlarının temellerini anlamaya yönelik zenginleştirilmesi önerilmektedir.
Özgün Değer: Bu çalışma, hizmet inovasyonu boyutlarının perakende sektörü dâhilinde ayrıntılı olarak incelenmesi ve müşteri perspektifinden olası etkilerinin analizi açısından alandaki öncü çalışmalardan biridir.

Anahtar Kelimeler

Perakende Sektörü, Hizmet İnovasyonu, PLS-SEM

Kaynakça

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