Hizmet Kalitesi Algılamalarının Müşteri Bağlılığına Etkisi ve Fast-Food Sektöründe Bir Araştırma

Yıl 2009, Sayı: 18, 146 - 167, 01.12.2009

Şenol Hacıefendioğlu Ümit Koç

Öz

Bu çalışmanın birincil amacı algılanan hizmet kalitesi ile müşteri bağlılığı arasındaki ilişkiyi incelemektir. İkincil amaç, algılanan hizmet kalitesinin hangi boyutlarının müşteri bağlılığını etkilediğini belirlemektir. Fast-food sektöründe algılanan hizmet kalitesi ve müşteri bağlılığı arasındaki ilişki, bağımlı değişkeni müşteri bağlılığı olan bir çoklu regresyon modeli kullanılarak ampirik biçimde ele alınmıştır. Çalışmanın başlıca bulguları şöyle özetlenebilir: algılanan hizmet kalitesi genel bir bütünlük içinde müşteri bağlılığını etkilemekte ve bağlılıktaki değişimlerin yaklaşık %53’ünü açıklamaktadır. Müşteri bağlılığını etkileyen hizmet kalitesi boyutları geçmiş deneyimler, değer, güvenilirlik ve yiyecek kalitesidir. Dolayısıyla, hizmet kalitesinin ve özellikle bu dört boyutun geliştirilmesi fast-food işletmeleri için daha fazla müşteri bağlılığı yaratmak anlamına gelebilir

Anahtar Kelimeler

Hizmet kalitesi, müşteri bağlılığı, Fast-food sektörü

The Influence of Perceived Service Quality on Customer Loyalty and an Empirical Research in the Fast-Food Industry

Öz

The primary purpose of this research is to investigate the relationship between
perceived service quality and customer commitment. The collateral aims are to
construct a service quality scale specifically for the fast-food industry and to identify
the service quality dimensions that influence customer commitment. The relationship between
service quality and customer commitment is empirically examined in a fast-food
industry, using a multiple regression model which utilizes commitment as its dependent
variable. The major findings of the research can be summarized: service quality as an
overall construct influences customer commitment and can explain nearly 53% of the
variation in customer commitment. The service quality dimensions influencing customer
commitment are past experiences, value, reliability, and food quality. Consequently improving
commitment of customers of fast-food firms.

Anahtar Kelimeler

Service Quality, Customer Loyalty, Fast-food Industry

Kaynakça

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