Zincir Kahve Markalarına Yönelik Algılanan Hizmet Kalitesinin Müşteri Tatmini Üzerindeki Etkisi

Öz

Rekabetin en yoğun yaşandığı pazarlardan biri de hizmet sektöründe faaliyet gösteren zincir kahve markaları arasındaki rekabettir. Değişen pazar koşullarının dikkate alınması ile söz konusu bu sektörde rekabet avantajının sağlanabilmesi için müşteri tatmininin gerçekleştirilmesinde algılanan hizmet kalitesinin yükseltilmesi gerekmektedir. Bu çalışmanın amacı, zincir kahve markalarına yönelik algılanan hizmet kalitesinin müşteri tatmini üzerindeki etkisinin araştırılmasıdır. Araştırmanın verileri, zincir kahve markasını kullanan 342 katılımcı ile yüz yüze anket uygulaması yapılarak elde edilmiş ve değerlendirilmiştir. Çalışmada değişkenler arasındaki ilişkilerin ortaya çıkartılmasında öncelikli olarak korelasyon analizi yapılmıştır. Araştırmanın bağımsız değişkenlerinin bağımlı değişken olan “müşteri tatmini” üzerindeki etkisinin ölçülmesinde (hipotezlerin testi) çoklu regresyon analizi kullanılmıştır. Araştırmadan ortaya çıkan sonuçlara göre; “güvenilirlik”, “güvence”, “empati” ve “fiziksel varlıklar/görünüm” değişkenleri araştırmanın bağımlı değişkeni olan “müşteri tatmini”ni olumlu bir şekilde etkilemektedir.

Anahtar Kelimeler

• Zincir Kahve Markası
• Algılanan Hizmet Kalitesi
• Müşteri Tatmini
• Güvenilirlik

The Impact of Perceived Service Quality on Customer Satisfaction for Chain Coffee Brands

Öz

One of the most intensely competitive markets is the competition between chain coffee brands operating in the service sector. Given changing market conditions, perceived service quality must be increased to achieve competitive advantage in this sector, leading to customer satisfaction. The purpose of this study is to investigate the impact of perceived service quality for chain coffee brands on customer satisfaction. Data for the study was obtained and evaluated through a face-to-face survey conducted with 342 participants who use chain coffee brands. Correlation analysis was primarily conducted to reveal the relationships between the study variables. Multiple regression analysis was used to measure the impact of the study's independent variables on the dependent variable of "customer satisfaction" (hypothesis testing). The results of the study indicate that the variables "reliability," "assurance," "empathy," and "physical assets/appearance" positively affect the dependent variable of "customer satisfaction."

Anahtar Kelimeler

• Chain Coffee Brand
• Perceived Service Quality
• Customer Satisfaction
• Reliability

Kaynakça

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