HİZMET KALİTESİNİN MÜŞTERİ MEMNUNİYETİ ÜZERİNDEKİ ETKİSİNİN ARAŞTIRILMASI: MERSİN LİMANI ÖRNEĞİ

Yıl 2024, Sayı: 64, 199 - 213, 20.09.2024

Funda Mermertaş

https://doi.org/10.30794/pausbed.1445607

Öz

Liman operasyonları, sosyal ve ekonomik ilerlemenin desteklenmesinde çok önemli bir rol oynamaktadır. Liman hizmetlerinin etkinliği ve güvenilirliği, müşteri tercihleri üzerinde önemli bir etkiye sahiptir. Bununla birlikte, liman hizmet kalitesi ile müşteri memnuniyeti arasındaki ilişkiyi kavramak için daha fazla bilimsel araştırmaya ihtiyaç duyulmaktadır. Bu amaçla, bu araştırma Mersin Limanı'ndaki hizmet kalitesinin müşteri memnuniyeti üzerindeki etkisini incelemeye çalışmaktadır. Çalışma kapsamında 215 Mersin Limanı kullanıcısını kapsayan bir anket uygulanmıştır. Çalışmada, ROPMIS modelini liman hizmet kalitesini değerlendirmek için bir araç olarak kullanılmıştır. Bu çerçeve; kaynaklar, sonuçlar, süreçler, yönetim, itibar ve sosyal hesap verebilirliği içermektedir. Toplanan veriler Smart-PLS 4.1.0 istatistiksel aracı kullanılarak incelenmiştir. Bulgular itibar, sosyal hesap verebilirlik ve yönetimin liman hizmet kalitesine ilişkin müşteri memnuniyetini önemli ölçüde etkilediğini ortaya koymaktadır. Bu çalışma, liman hizmet kalitesinin müşteri memnuniyeti üzerindeki etkisini ortaya koymakta ve liman yönetimine kalite iyileştirme konusunda yardımcı olmaktadır.

Anahtar Kelimeler

Hizmet Kalitesi, ROPMIS Model, Mersin Limanı

INVESTIGATING THE EFFECT OF SERVICE QUALITY ON CUSTOMER SATISFACTION: THE CASE OF MERSIN INTERNATIONAL PORT

Öz

Port operations play a crucial role in fostering social and economic progress. The effectiveness and reliability of port services wield considerable influence over customer preferences. Nonetheless, additional scholarly exploration is warranted to grasp the correlation between port service quality and customer contentment. With this objective in mind, this research endeavors to scrutinize the influence of service quality at Mersin Port on customer satisfaction. A survey encompassing 215 Mersin Port users was administered as part of the study. In the study, the ROPMIS model served as the tool to evaluate port service quality. This framework comprises resources, outcomes, processes, management, reputation, and social accountability. The amassed data underwent scrutiny via the statistical tool Smart-PLS 4.1.0. The findings divulge that reputation, social accountability, and management notably impact customer satisfaction with port service quality. This study reveals the impact of port service quality on customer satisfaction, aiding port management in quality improvement.

Anahtar Kelimeler

Service Quality, ROPMIS Model, Mersin Port

Kaynakça

• Ali, F., Rasoolimanesh, S. M., Sarstedt, M., Ringle, C. M., & Ryu, K. (2018). An assessment of the use of partial least squares structural equation modeling (PLS-SEM) in hospitality research. International Journal of Contemporary Hospitality Management, 30(1), 514-538.
• Anderson, S.W., Baggett, L.S. and Widener, S.K. (2009) The impact of service operations failures on customer satisfaction: Evidence on how failures and their source affect what matters to customers. Manufacturing & Service Operations Management 11(1): 52–69.
• Babakus, E., & Boller, G. W. (1992). An empirical assessment of the SERVQUAL scale. Journal of Business Research, 24(3), 253–268.
• Bolton, R. N., & Drew, J. H. (1991). A longitudinal analysis of the impact of service changes on customer attitude. Journal of Marketing, 55(1), 1-9.
• Brady, M. K., & Cronin Jr, J. J. (2001). Some new thoughts on conceptualizing perceived service quality: A hierarchical approach. Journal of Marketing, 65, 34-39.
• Brown, S. W., & Swartz, T. A. (1989). A gap analysis of professional service quality. Journal of Marketing, 53(2), 92-8.
• Burch, E., Rogers, H. P., & Underwood, J. (1995). Exploring SERVPERF: An empirical investigation of the importance-performance, service quality relationship in the uniform rental industry. Retrieved from http://saber.uca.edu/docs/proceedings11/95ama.121.htm
• Büyüköztürk, Ş. (2005). Anket geliştirme. Türk Eğitim Bilimleri Dergisi, 3(2), 133-151.
• Cao, C. and Chen, J. (2011) An empirical analysis of the relationship among service quality, customer satisfaction and loyalty of high-speed railway based on structural equation model. Canadian Social Science 7(4): 67–73.
• Caro, L. M., & Garcia, J. A. M. (2007). Measuring perceived service quality in urgent transport service. Journal of Retailing and Consumer Services, 14(1), 60–72.
• Chang, C. H., & Thai, V. V. (2016). Do port security quality and service quality influence customer satisfaction and loyalty? Maritime Policy and Management, 43(6), 720-736.
• Child, D. (2006). The Essentials of Factor Analysis (3rd ed.). London: Continuum.
• Cho, C. H., Kim, B. I., & Hyun, J. H. (2010). A comparative analysis of the ports of Incheon and Shanghai: The cognitive service quality of ports, customer satisfaction, and post-behavior. Total Quality Management, 21(9), 919-930.
• Cronin, J.J. ve Taylor, S.A. (1992). Measuring service quality: A reexamination and extension. Journal of Marketing, 56(3), 55–68.
• Davari, A. ve Rezazadeh, A. (2013). Structural equation modeling with PLS. Tehran: Jahad University, 215(2), 224.Dijkstra, T.K. ve Henseler, J. (2015). Consistent partial least squares path modeling. MIS Quarterly, 39(2), 297-316.
• Esmer, S. (2019). Liman ve Terminal Yönetimi. Anadolu Üniversitesi Yayın no:3840. Açıköğretim Fakültesi Yayını No:2647.
• Field, A. (2005). Discovering statistics using SPSS. 2. baskı. London: Sage.
• Fornell, C., & Larcker, D. F. (1981). I am evaluating structural equation models with unobservable variables and measurement errors. Journal of marketing research, 18(1), 39-50.
• Fullerton, G. (2003). When does Commitment Lead to Loyalty? Journal of Service Research, 5(4), 333-345.
• Gören, H. E. (2021). Tedarik Zinciri Yönetiminde Limanların Değişen Rolleri: Liman Merkezli Lojistik. Ekonomi İşletme ve Yönetim Dergisi, 5(1), 49-61
• Grönroos, C. (1984). A service quality model and its marketing implications. European Journal of Marketing, 18(4), 36-44.
• Hair Jr., J.F., Matthews, L.M., Matthews, R.L. ve Sarstedt, M. (2017). PLS-SEM or CB-SEM: updated guidelines on which method to use. International Journal of Multivariate Data Analysis, 1(2), 107-123.
• Hair, J.F., Hult, G.T.M., Ringle, C. ve Sarstedt, M. (2016). A primer on partial least squares structural equation modeling (PLS-SEM). Sage publications.
• Heskett, J.L. ve Swe, S.L.A. (1997). The service profit chain: How leading companies Link profit to loyalty and satisfaction. New York: Free Press.
• Hu, L.T. ve Bentler, P.M. (1999). Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives. Structural equation modeling: a multidisciplinary journal, 6(1), 1-55.
• Hwang, H., Malhotra, N.K., Kım, Y., Tomıuk, M.A., & Hong, S. (2010). A comparative study on parameter recovery of three approaches to structural equation modeling. Journal of Marketing Research, 47, 699-712.
• Iacobucci, D., Ostrom, A., & Grayson, K. (1995). Distinguishing service quality and customer satisfaction: The voice of the consumer. Journal of Consumer Psychology, 4(3), 277-303.
• Kartal, A., & Aydın, H. (2022). Denizcilik İşletmelerinde Hizmet Kalitesinin Ölçümü: Hopa Limanı’nda Bir Uygulama. Dokuz Eylül Üniversitesi Denizcilik Fakültesi Dergisi, 14(2), 264-290.
• Kline, P. (1994). An Easy Guide To Factor Analysis. New York: Routledge.
• Ladhari, R. (2008). Alternative measures of service quality: A review. Managing Service Quality, 18(1), 65–86.
• López, R. C., & Poole, N. (1998). Quality assurance in the maritime port logistics chain: The case of Valencia, Spain. Supply Chain Management: An International Journal, 3(1), 33-44.
• Lovelock, C., & Wright, R. (2002). Principles of service marketing and management. New Jersey: Pearson Education Inc.
• Mersin Port. (2024). Konteyner Hizmetleri. Erişim tarihi: 10 Şubat 2024, https://www.mersinport.com.tr/tr/liman-hizmetleri/detay/konteyner-hizmetleri
• Moore, L. G., Hopkins, W. E., & Hopkins, S. A. (1998). Quality and empowerment programs: Dual paths to customer satisfaction? Managing Service Quality, 8(2), 134-148.
• Namasivayam, K., & Hinkin, T.R. (2003). The customer's role in the service encounter: The effects of control and fairness. Cornell Hotel and Administration Quarterly, 44(3), 26-34.
• Notteboom, T., Pallis, A., & Rodrigue, J. P. (2022). Port economics, management and policy. Routledge. Onyemechi, C., Amanze, A. C., Igboanusi, C., & Sule, A. (2017). Port service quality study of Nigerian sea ports. Journal of Shipping and Ocean Engineering, 7, 59-64.
• Pantouvakis, A. (2010) The relative importance of service features in explaining customer satisfaction. Managing Service Quality 20(4): 366–387.
• Parasuraman, A. (1998). Customer service in business-to-business markets: An agenda for research. Journal of Business and Industrial Marketing, 13(4/5), 309-321.
• Parasuraman, A., Zeithaml, V. A., & Berry, L. (1994). Reassessment of expectations as a comparison standard in measuring service quality: Implications for future research. Journal of Marketing, 58(1), 111-124.
• Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985). A conceptual model of service quality and its implications for future research. Journal of Marketing, 49(Fall), 41–50.
• Ramayah, T., Cheah, J., Chuah, F., et al. (2018). Partial least squares structural equation modeling (PLS-SEM) using SmartPLS 3.0: An updated and practical guide to statistical analysis (2nd ed.). Singapore: Pearson.
• Sanrı, Ö. (2021). Yeşil Limanlar Üzerine İçerik Analizi, 2009-2020. Beykoz Akademi Dergisi, 9(2), 50-72.
• Schneider, B., & White, S. (2005). Service quality: Research perspectives. London: Foundations for Organizational Sciences.
• Shanaki, M., Ranjbar, V., & Shakhsian, F. (2012). Investigating relationship between service quality and customer satisfaction (case study in Iranian shahidrajayi port). Indian Journal of Science and Technology, 5(12), 111-120.
• Şahin, A., & Şen, S. (2017). Hizmet kalitesinin müşteri memnuniyeti üzerine etkisi. Journal of International Social Research, 10(52).
• Tabachnick, B. G., & Fidell, L. S. (2001). Using multivariate statistics (Fourth edition). Boston: Allyn and Bacon.
• Tatar, V., Özer, M. B., & Kartal, A. (2019). Deniz Taşımacılığı Ve Limanların Ekonomik Etkileri: Hopa Limanı Analizi. Avrasya Sosyal ve Ekonomi Araştırmaları Dergisi, 6(5), 138-150.
• Tavşancıl, E. (2002). Tutumların ölçülmesi ve SPSS ile veri analizi. Ankara: Nobel Yayınevi.
• Teas, R. K. (1993). Expectations, performance evaluation, and consumers' perceptions of quality. Journal of Marketing, 57(4), 18-34.
• Thai, V. V. (2008). Service Quality in Maritime Transport: Conceptual Model and Empirical Evidence. Asia Pacific Journal of Marketing and Logistics, 20(4), 493-518.
• Thai, V. V. (2016). The impact of port service quality on customer satisfaction: The case of Singapore. Maritime Economics and Logistics, 18, 458-475.
• Thomas, R. M. (1998). Conducting educational research: A comparative view. West Port, Conn: Bergin and Garvey.
• Tiken, E. D. (2022). Orta Doğu Limanları ve Mersin Limanı, Yüksek Lisans Tezi. Marmara Üniversitesi, Orta Doğu ve İslam Ülkeleri Araştırmaları Enstitüsü, Orta Doğu Coğrafyası ve Jeopolitiği Anabilim Dalı.
• Topal, M., Eyduran, E., Yağanoğlu, A. M., Sönmez, A., & Keskin, S. (2010). Çoklu doğrusal bağlantı durumunda ridge ve temel bileşenler regresyon analiz yöntemlerinin kullanımı. Atatürk Üniversitesi Ziraat Fakültesi Dergisi, 41(1), 53-57.
• Ugboma, C. C., Ibe, C., & Ogwude, I. C. (2004). Service quality measurements in ports of a developing economy: Nigerian ports survey. Managing Service Quality, 14(6), 487.
• Ugboma, C., Calistus, I., & Innocent, C. O. (2006). An analytical hierarchy process for the port selection decision. Maritime Economics and Logistics, 8(3), 251-266.
• Wong, K. K. (2011). Review of the book Handbook of Partial Least Squares: Concepts, Methods and Applications, in Esposito Vinzi, V., Chin, W. W., Henseler, J., & Wang, H. (Eds.), International Journal of Business Science and Applied Management, 6(2), 52-54.
• Yeo, G. T., Thai, V. V., & Roh, S. Y. (2015). An analysis of port service quality and customer satisfaction: The case of Korean container ports. The Asian Journal of Shipping and Logistics, 31(4), 437-447.
• Yıldız, E. (2020). SmartPLS ile Yapısal Eşitlik Modellemesi Rekleftif ve Formatif Yapılar. Ankara: Seçkin Yayıncılık.