Is There A Need To Develop A Separate Service Quality Scale For Every Service Sector? Verification of Servqual In Higher Education Services

Öz

Anahtar Kelimeler

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HERBİR HİZMET SEKTÖRÜ İÇİN FARKLI HİZMET KALİTESİ ÖLÇEĞİ GELİŞTİRİLMESİNE GEREK VAR MIDIR? SERVQUAL ÖLÇEĞİNİNİN YÜKSEK ÖĞRETİM HİZMETLERİNDE GEÇERLİLİĞİNİN DOĞRULANMASI

Öz

Kalite, müşteriyi elde tutabilmenin ön koşulu olan müşteri memnuniyetinin sağlanmasında önemli bir faktördür. Bu nedenle, kalite değerlendirmeleri, işletmelerin başarılı olabilmeleri açısından büyük önem taşımaktadır. SERVQUAL, hizmet kalitesini ölçmede oldukça kabul görmüş bir ölçek olmasına rağmen, hizmetlerin farklı özellikleri nedeniyle değişik hizmet sektörlerinde kullanılabilirliği ile ilgili olarak eleştirilere maruz kalmıştır. Çalışmanın amacı; yüksek öğretimde hizmet kalitesinin ölçümü için sektöre özel geliştirilen bir ölçeğin orijinal beş-boyutlu ve üç-boyutlu SERVQUAL ölçeklerinden daha uygun olup olmayacağının araştırılmasıdır. Sonuçlar, sektöre özel geliştirilen ölçeğin geçerli ve güvenilir olduğunu ortaya koymaktadır. Doğrulayıcı faktör analizi ise her üç ölçeğin de model uyumlarının iyi olduğunu göstermektedir. Ancak, SERVQUAL ölçeğinin model uyum endeksleri, sektöre özel ölçeğe ve üç-boyutlu SERVQUAL ölçeğine ait endekslere göre daha iyi sonuçlar vermektedir. Bu doğrultuda yazarlar, yüksek öğretim alanında hizmet kalitesi değerlendirmelerinde beş- boyutlu SERVQUAL ölçeğinin daha güçlü bir ölçek olduğu sonucuna varmışlardır. Bu bulgu ile hizmet sağlayıcılarının sektöre özel hizmet kalitesi ölçekleri oluşturabilmek için harcayacakları ekstra zaman ve çabanın önüne geçilmesi beklenmektedir. İleride yapılacak çalışmalarda da SERVQUAL’ın tüm hizmet sektörlerinde kullanılabilecek genel geçer bir ölçek olup olmadığının araştırılması gerekmektedir.

Anahtar Kelimeler

• Hizmet kalitesi, SERVQUAL, yüksek öğretim, doğrulayıcı faktör analizi

Kaynakça

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