BibTex RIS Kaynak Göster

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

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

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

Kaynakça

  • Baloğlu, Şeyhmus (2002), “Dimensions of Cutomer Loyalty: Seperating Friends from Well Wishers”, Cornell Hotel and Restaurant Administration Quarterly, Vol:43, No:1 February 2002.
  • Bernhard, Kenneth, Naveen Donthu ve Pamela Kennet (2000), “A Longitudinal Analysis of Satisfaction and Profitability”, Journal of Business Research, Vol:47,2000.
  • Bitner, Mary Jo (1990), “Evaluating Service Encounters: The Effects of Physical Surroundings and Employee Responses”, Journal of Marketing, Vol:54, April 1990.
  • Bloemer, Josee, Ko de Ruyter ve Martin Wetzels (1999), “Linking Perceived Service Quality and Service Loyalty: A Multidimensional Perspective”, European Journal of Marketing, Vol:33, No:11/12, 1999.
  • Brady, Michael ve Joseph Cronin (2001), “Some New Thoughts on Conceptualizing Perceived Service Quality: A Hierarchical Approach”, Journal of Marketing, Vol:65, July 2001.
  • Büyüköztürk, Şeref (2006), Sosyal Bilimler için Veri Analizi: İstatistik, Araştırma Deseni SPSS Uygulamaları ve Yorum, 2006.
  • Clark, Mona ve Roy Wood (1998), “Customer Loyalty in the Restaurant Industry-A Preliminary Exploration of the Issues”, International Journal of Contemporary Hospitalty Management, Vol:10/4, 1998.
  • Coakes, Sheridan, Lyndall Steed ve Peta Dzidic (2006), SPSS Version 13: Analysis Without Anguish, China: John Wiley and Sons Australia Ltd., 2006.
  • Cronin, Joseph, Michael Brady ve Tomas Hult (2000), “Assessing the Effects of Quality, Value and Customer Satisfaction on Consumer Behavioral Intentions in Service Environments”, Journal of Retailing, Vol:76, Iss:2, 2000.
  • Edvardsson, Bo, Bertil Thomasson ve John Qvrveit (1994), Quality of Service: Makingıt Really Work, UK: McGraw-Hill.
  • Garbarino, Ellen ve Mark Johnson (1999), “The different Roles of Satisfaction, Trust, and Commitment in Customer Relationships”, Journal of Marketing, Vol:63, April 1999.
  • Gilbert, Ronald vd. (2004), “Measuring Customer Satisfaction in the Fast Food Industry: A Cross-National Approach”, Journal of Services Marketing, Vol:18, No:5, 2004.
  • Grönroos, Christian (2000), Service Management and Marketing: A Customer Relationship Management Approach, Second Edition, UK: John Wiley & Sons Ltd.
  • İslamoğlu, A. Hamdi (2003), Bilimsel Araştırma Yöntemleri, 2.Baskı, İstanbul: Beta Yayınları, 2003.
  • Javalgi, Rajshekhar ve Christopher Moberg (1997), “Service Loyalty: Implications for Service Providers”, The Journal of Services Marketing, Vol:11, No:3, 1997.
  • Johns, Nick, and Phil Tyas (1996), “Use of service Quality Gap Theory to Differentiate Between Foodservice Outles”, The Service Industries Journal, July 1996.
  • Kim, Woo Gon ve Hong Bumm Kim (2004), “Measuring Customer-based Restaurant Brand Equity: Investigating the Relationship between Brand Equity and Firms’ Performance”, Cornell Hotel and Restaurant Administration Quarterly, Vol:45, Iss:2, May 2004.
  • Kivela, Jaksa, Robert Inbakaran ve John Reece (1999), “Consumer Research in the Restaurant Environment, Part 1: A Conceptual Model of Dining Satisfaction and Return Patronage”, International Journal of Contemporary Hospitality Management, Vol: 11/5, 1999.
  • Morgan, Robert ve Shelby Hunt (1994), “The Commitment-Trust Theory of Relationship Marketing”, Journal of Marketing, Vol:58, July 1994.
  • Parasuraman, A., Valarie Zeithaml ve Leonard Berry (1988), “Communication and Control Process in the Delivery of Service Quality”, Journal of Marketing, Vol:52, April 1988.
  • Parasuraman, A., Valarie Zeithaml ve Leonard Berry (1985), “A Conceptual Model of Service Quality and its Implications for Future Research”, Journal of Marketing, Vol:49, 1985.
  • Parasuraman, A., Valarie Zeithaml ve Leonard Berry (1994), “Reassessment of Expectations as a Comparison Standart in Measuring Service Quality: Implications for Further Research”, Journal of Marketing, Vol:58, January 1994.
  • Pizam, Abraham ve Taylor Ellis (1999), “Customer Satisfaction and its Measurement in Hospitality Enterprises”, International Journal of Contemporary Hospitality Management, Vol:11/7, 1999.
  • Rust Roland T. ve Richard Oliver (1994), Service Quality: New Directions in Theory and Practice, California: sage Publications.
  • Rust, Roland T., Antony J. Zahorik ve Timothy L. Keiningham (1996), Service Marketing, USA: HarperCollins College Publishers.
  • Sriano, Domingo Ribeiro (2002), “Customers’ Expectations Factors in Restaurants: The Situation in Spain”, International Journal of Quality & Reliability Management, Vol:19, No:8/9, 2002.
  • Sudhahar, Clement vd. (2006), “Service Loyalty Measurement Scale: A Reliability Assesment”, American Journal of Applied Sciences, Vol:3(4), 2006.
  • Szwarch, Paul (2005), Researching Customer Satisfaction and Loyalty: How to Find out What People Really Think, USA: Kogan Page Ltd.
  • Townsend, Patrick ve Joan Gebhardt (1988), “The Policy ıs Still Quality”, Best’s Review, June 1988.
  • Ural, Ayhan ve İbrahim Kılıç (2005), Bilimsel Araştırma Süreci ve SPSS ile Veri Analizi, 1.Baskı, Ankara: Detay Yayıncılık, 2005.
  • Zeithaml, Valarie A. (1988), “Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence”, Journal of Marketing, Vol:52, July 1988.
  • Zeithaml, Valarie, A.Leonard Berry ve A. Parasuraman (1996), “The Behavioral Consequences of Service Quality”, Journal of Marketing, Vol:60, April 1996.

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

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

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.

Kaynakça

  • Baloğlu, Şeyhmus (2002), “Dimensions of Cutomer Loyalty: Seperating Friends from Well Wishers”, Cornell Hotel and Restaurant Administration Quarterly, Vol:43, No:1 February 2002.
  • Bernhard, Kenneth, Naveen Donthu ve Pamela Kennet (2000), “A Longitudinal Analysis of Satisfaction and Profitability”, Journal of Business Research, Vol:47,2000.
  • Bitner, Mary Jo (1990), “Evaluating Service Encounters: The Effects of Physical Surroundings and Employee Responses”, Journal of Marketing, Vol:54, April 1990.
  • Bloemer, Josee, Ko de Ruyter ve Martin Wetzels (1999), “Linking Perceived Service Quality and Service Loyalty: A Multidimensional Perspective”, European Journal of Marketing, Vol:33, No:11/12, 1999.
  • Brady, Michael ve Joseph Cronin (2001), “Some New Thoughts on Conceptualizing Perceived Service Quality: A Hierarchical Approach”, Journal of Marketing, Vol:65, July 2001.
  • Büyüköztürk, Şeref (2006), Sosyal Bilimler için Veri Analizi: İstatistik, Araştırma Deseni SPSS Uygulamaları ve Yorum, 2006.
  • Clark, Mona ve Roy Wood (1998), “Customer Loyalty in the Restaurant Industry-A Preliminary Exploration of the Issues”, International Journal of Contemporary Hospitalty Management, Vol:10/4, 1998.
  • Coakes, Sheridan, Lyndall Steed ve Peta Dzidic (2006), SPSS Version 13: Analysis Without Anguish, China: John Wiley and Sons Australia Ltd., 2006.
  • Cronin, Joseph, Michael Brady ve Tomas Hult (2000), “Assessing the Effects of Quality, Value and Customer Satisfaction on Consumer Behavioral Intentions in Service Environments”, Journal of Retailing, Vol:76, Iss:2, 2000.
  • Edvardsson, Bo, Bertil Thomasson ve John Qvrveit (1994), Quality of Service: Makingıt Really Work, UK: McGraw-Hill.
  • Garbarino, Ellen ve Mark Johnson (1999), “The different Roles of Satisfaction, Trust, and Commitment in Customer Relationships”, Journal of Marketing, Vol:63, April 1999.
  • Gilbert, Ronald vd. (2004), “Measuring Customer Satisfaction in the Fast Food Industry: A Cross-National Approach”, Journal of Services Marketing, Vol:18, No:5, 2004.
  • Grönroos, Christian (2000), Service Management and Marketing: A Customer Relationship Management Approach, Second Edition, UK: John Wiley & Sons Ltd.
  • İslamoğlu, A. Hamdi (2003), Bilimsel Araştırma Yöntemleri, 2.Baskı, İstanbul: Beta Yayınları, 2003.
  • Javalgi, Rajshekhar ve Christopher Moberg (1997), “Service Loyalty: Implications for Service Providers”, The Journal of Services Marketing, Vol:11, No:3, 1997.
  • Johns, Nick, and Phil Tyas (1996), “Use of service Quality Gap Theory to Differentiate Between Foodservice Outles”, The Service Industries Journal, July 1996.
  • Kim, Woo Gon ve Hong Bumm Kim (2004), “Measuring Customer-based Restaurant Brand Equity: Investigating the Relationship between Brand Equity and Firms’ Performance”, Cornell Hotel and Restaurant Administration Quarterly, Vol:45, Iss:2, May 2004.
  • Kivela, Jaksa, Robert Inbakaran ve John Reece (1999), “Consumer Research in the Restaurant Environment, Part 1: A Conceptual Model of Dining Satisfaction and Return Patronage”, International Journal of Contemporary Hospitality Management, Vol: 11/5, 1999.
  • Morgan, Robert ve Shelby Hunt (1994), “The Commitment-Trust Theory of Relationship Marketing”, Journal of Marketing, Vol:58, July 1994.
  • Parasuraman, A., Valarie Zeithaml ve Leonard Berry (1988), “Communication and Control Process in the Delivery of Service Quality”, Journal of Marketing, Vol:52, April 1988.
  • Parasuraman, A., Valarie Zeithaml ve Leonard Berry (1985), “A Conceptual Model of Service Quality and its Implications for Future Research”, Journal of Marketing, Vol:49, 1985.
  • Parasuraman, A., Valarie Zeithaml ve Leonard Berry (1994), “Reassessment of Expectations as a Comparison Standart in Measuring Service Quality: Implications for Further Research”, Journal of Marketing, Vol:58, January 1994.
  • Pizam, Abraham ve Taylor Ellis (1999), “Customer Satisfaction and its Measurement in Hospitality Enterprises”, International Journal of Contemporary Hospitality Management, Vol:11/7, 1999.
  • Rust Roland T. ve Richard Oliver (1994), Service Quality: New Directions in Theory and Practice, California: sage Publications.
  • Rust, Roland T., Antony J. Zahorik ve Timothy L. Keiningham (1996), Service Marketing, USA: HarperCollins College Publishers.
  • Sriano, Domingo Ribeiro (2002), “Customers’ Expectations Factors in Restaurants: The Situation in Spain”, International Journal of Quality & Reliability Management, Vol:19, No:8/9, 2002.
  • Sudhahar, Clement vd. (2006), “Service Loyalty Measurement Scale: A Reliability Assesment”, American Journal of Applied Sciences, Vol:3(4), 2006.
  • Szwarch, Paul (2005), Researching Customer Satisfaction and Loyalty: How to Find out What People Really Think, USA: Kogan Page Ltd.
  • Townsend, Patrick ve Joan Gebhardt (1988), “The Policy ıs Still Quality”, Best’s Review, June 1988.
  • Ural, Ayhan ve İbrahim Kılıç (2005), Bilimsel Araştırma Süreci ve SPSS ile Veri Analizi, 1.Baskı, Ankara: Detay Yayıncılık, 2005.
  • Zeithaml, Valarie A. (1988), “Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence”, Journal of Marketing, Vol:52, July 1988.
  • Zeithaml, Valarie, A.Leonard Berry ve A. Parasuraman (1996), “The Behavioral Consequences of Service Quality”, Journal of Marketing, Vol:60, April 1996.
Toplam 32 adet kaynakça vardır.

Ayrıntılar

Diğer ID JA66HD99GE
Bölüm Makaleler
Yazarlar

Şenol Hacıefendioğlu Bu kişi benim

Ümit Koç Bu kişi benim

Yayımlanma Tarihi 1 Aralık 2009
Yayımlandığı Sayı Yıl 2009 Sayı: 18

Kaynak Göster

APA Hacıefendioğlu, Ş., & Koç, Ü. (2009). Hizmet Kalitesi Algılamalarının Müşteri Bağlılığına Etkisi ve Fast-Food Sektöründe Bir Araştırma. Kocaeli Üniversitesi Sosyal Bilimler Dergisi(18), 146-167.

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