ALGILANAN FİYAT İLE TÜKETİCİ GÜVENİ ARASINDA ALGILANAN HİZMET KALİTESİNİN ARACI ETKİSİ: BANKACILIK VE GSM SEKTÖRLERİNİN KARŞILAŞTIRILMASINA YÖNELİK BİR ARAŞTIRMA

Yıl 2014, Cilt: 7 Sayı: 13, 1 - 26, 01.06.2014

Fatih Koç Nihat Kaya Volkan Özbek M. Emin Akkılıç

Öz

Bütün ilişkilerde, taraflar arasında güvenin sağlanması, ilişkiyi başarıya götürecek önemli bir adımdır. Günümüz insanının içinde olduğu karmaşa ortamı, bireyin çevresinde karşılaştığı kişilere, faaliyetlere ve örgütlere yönelik güven duygusunu köreltmektedir. Bu bağlamda, hiçbir pazarda yalnız olmayan işletmelerin, rekabet avantajı sağlamak için tüketicilerin güvenini kazanmaları gerekmektedir. Tüketicilerin güvenini kazanan her işletme, kendine bağlı müşteriler oluşturarak amaçlarını gerçekleştirme yolunda ilerleyebilir. Buradan hareketle, bu çalışmada, hizmet sektöründe tüketici güveninin elde edilmesi için tüketicilerin fiyat algılamalarının ve hizmet kalitesi algılarının güven üzerinde nasıl etkili oldukları bir model yardımı ile ölçülmeye çalışılmıştır. Modelde, algılanan fiyat değişkeninin tüketici güveni üzerinde algılanan hizmet kalitesi değişkeninin aracılığı ile etkili olduğu öngörülmüştür. Ayrıca, araştırmanın modeli Bankacılık ve GSM hizmetlerine yönelik olarak ayrı ayrı analiz edilmiştir. Her iki sektör için veriler, Balıkesir Üniversitesi ve Çanakkale 18 Mart Üniversitesi personelinden, 506 anket formu ile toplanmıştır. Model, çoklu regresyon analizi kullanılarak test edilmiştir. Yapılan analizler sonucunda, her iki sektörde de, tüketicilerin fiyat algıları ile tüketici güveninin boyutları arasında hizmet kalitesinin aracı etkiye sahip olduğu tespit edilmiştir

Anahtar Kelimeler

Tüketici Güveni, Algılanan Hizmet Kalitesi, Algılanan Fiyat, Aracı Etki

MEDIATION EFFECT OF PERCEIVED SERVICE QUALITY BETWEEN PERCEIVED PRICE AND CONSUMER TRUST: A STUDY TOWARD COMPARISON OF BANKING AND GSM INDUSTRIES

Öz

In all relationships, ensuring mutual trust is an important step to drive the relationships to success. Chaotic environment that modern human lives in reduces the sense of trust in people, activities and organizations around them. In this context, businesses, which are not alone in any market, need to gain consumer trust to have competitive advantages. Every business that attained consumer trust may progress on the way of achieving their aims by gaining loyal customers. From this point of view, it was measured through modeling that in order to attain consumer trust in service sector how consumer price perceptions and service quality perceptions affect consumer trust. It was purposed in the model that perceived price variable effects consumer trust, and perceived service quality has a mediator role on this relationship. In addition, the model of the research was analyzed separately for banking service and GSM service. Data for both sectors were derived from Balıkesir University and Çanakkale Onsekiz Mart University personnel and 506 questionnaires were collected. Multiple regression analysis was used to test the relationships in the model. It is found that service quality has a mediator effect on the relationships between consumers’ price perceptions and dimensions of consumer trust in both sectors

Anahtar Kelimeler

Consumer Trust, Perceived Service Quality, Perceived Price, Mediation Effect

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