Süpermarket Müşterilerinin Hizmet ve Ürün Kalitesi Algılarıyla Birinci ve İkinci Mertebe Doğrulayıcı Faktör Modelleri: Deneysel Bir Araştırma

Pazarlama literatüründe müşterilerin hizmet kalitesi algılarının kavramsallaştırılması ve ölçülmesi için önerilen birçok model bulunmaktadır. Bu çalışmada, bağımsız küme faktör modeli (korelasyonlu faktör modeli) ve ikinci mertebe (hiyerarşik) faktör modeli gibi çok-boyutlu faktör modelleri geliştirilerek ve tahmin edilerek, Türkiye perakende sektöründe faaliyet gösteren zincir süpermarketlerin müşterilerinin hizmet kalitesi algılarının modellenmesi için ampirik bir değerlendirme yapılmıştır. Bu amaçla kurulan hiyerarşik faktör modelinde, etkileşim kalitesi, fiziksel özellikler ve güvenilirlik faktörleri, ikinci mertebeden hizmet kalitesi faktörünün birinci mertebe faktörleri olarak ele alınmıştır. Bununla beraber, süpermarketler söz konusu olduğunda, müşterilerin kalite algılarının anlamak ve ölçmek için sadece hizmet kalitesinin değerlendirilmesi yeterli olmadığından, ürün kalitesi algıları da modellere dahil edilerek hizmet kalitesi ile birlikte değerlendirilmişlerdir. Müşteriler tarafından algılanan ürün kalitesi ve süpermarketlerdeki ürün politikası faktörlerinin hem birinci mertebe korelasyonlu faktör modelinde hem de hizmet kalitesinin ikinci mertebe faktör olduğu hiyerarşik modelde, hizmet kalitesi boyutları ile korelasyonlu olmasına izin verilerek kurulan modellerin doğrulayıcı faktör analizleri sonuçlarına göre, geçerli ve güvenilir ölçümleri ile beş faktörlü birinci mertebeden korelasyonlu faktör modeli, ikinci mertebeden hizmet kalitesi içeren modelden daha iyi uyum göstermiştir.

Anahtar Kelimeler:

Hizmet kalitesi, etkileşim kalitesi, fiziksel özellikler, güvenilirlik, algılanan ürün kalitesi, ürün politikası, doğrulayıcı faktör analizi, ikinci mertebe faktör

First and Second Order Confirmatory Factor Models With Service And Product Quality Perceptions of Supermarket Customers: An Empirical Investigation

There are various models proposed for conceptualization and measurement of customers’ perceptions of service quality in the marketing literature. This study presents an empirical evaluation of customers’ perceptions of service quality in the chain supermarkets within the Turkish retail sector through developing and estimating multidimensional factor models such as independent clusters factor model (correlated factor model) and second order (hierarchical) factor model. For this purpose, interaction quality, physical aspects and reliability dimensions of service quality were conceptualized as first order factors of a superordinate second order factor of service quality in the hierarchical model. However, product quality perceptions were also considered because service quality alone is not enough to explain quality in all respects for supermarkets. With considering customer perceived product quality and product policy as product quality dimensions correlated with first and second order service quality factors, confirmatory analyses indicated that the first-order model consisting of five correlated factors −for which valid and reliable measures are provided− has better fit than the model with the second order service quality factor.

Keywords:

confirmatory factor analysis, interaction quality, perceived product quality, physical aspects, product policy, reliability, second order factor, Service quality,

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