TÜRKİYE’DE İNTERNET SERVİS SAĞLAYICILARI SEKTÖRÜNDE MÜŞTERİ SADAKATİ VE BİLEŞENLERİNİN YAPISAL EŞİTLİK MODELLEMESİ İLE İNCELENMESİ

Bu çalışmada Türkiye’de İnternet Servis Sağlayıcıları sektöründe müşteri sadakati ve bileşenleri arasındaki ilişkilerin modellenmesi amaçlanmaktadır. Söz konusu pazarda müşteri sadakati olgusunun bileşenleri olan kurumsal imaj, güven, firmaya yönelik beklentiler, müşteri şikâyetleri yönetimi, hizmet kalitesi, değiştirme maliyeti ve fiyat algısı değişkenleri arasındaki ilişkilerin teorik altyapıları ile incelenmesi ardından kuramsal model ve araştırma kapsamında belirlenen hipotezler yapısal eşitlik modellemesi kullanılarak istatistiksel olarak analiz edilmiştir. Araştırma sonucunda önerilen teorik modelin istatistiksel olarak geçerliliği belirlenmiş ve ileri sürülen on dört hipotezden yalnızca biri reddedilmiştir.

Anahtar Kelimeler:

-

The aim of this study is to determine a theoretical model that would explain the relationships between customer loyalty and its antecedents in Turkish Internet Service Providers Market. In accordance with this purpose, the constituents of customer loyalty; corporate reputation, trust, expectations from the company, handling of the customer complaints, service quality, switching cost and price perception criteria have been examined in together with their theoretical frameworks and then the hypotheses that were determined within the scope of theoretical model and research findings were analyzed statistically by using the structural equation modeling. As a result of the study, statistical validity of the theoretical model was determined and only one in fourteen suggested research hypotheses was rejected

Keywords:

Structural Equation Modeling, Customer Loyalty Internet Service,

PDF

___

AKINCI, E. D., “Yapısal Eşitlik Modellerinde Bilgi Kriterleri”, Doktora Tezi, Mimar Sinan Güzel Sanatlar Üniversitesi, Fen Bilimleri Enstitüsü, İstatistik ABD, İs- tanbul, 2007.
AKSOY, R., BAYRAMOĞLU V., “Sağlık İşletmeleri İçin Kurumsal İmajın Temel Belirleyicileri: Tüketici Değerlemeleri”, ZKÜ Sosyal Bilimler Dergisi, C.4, No:7, 2008, s. 85-96.
ALPAR, R.,Uygulamalı Çok Değişkenli İstatistiksel Yöntemlere Giriş 1, Ankara, Nobel, 2003.
ANDREASSEN, T.W., LİNDESTAD, B., “Customer Loyalty and Complex Services”, International Journal of Service Industry Management, C.9, No: 1, 1998, s. 7-23.
ANDERSON, J.C., NASUS, J.A.,“A model of distributor firm and manufacturer firm working partnerships”, Journal of Marketing, C.54, 1990, s. 42-58.
ANDERSON, E.W., SULLİVAN, V.W. , “The antecedents and consequences of custo- mer satisfaction for firms”, Marketing Science, C.12, No: 2, 1993, s. 125-43.
AYDIN,S., GÖKHAN, Ö., “The Analysis of Antecedents of Customer Loyalty in the Turkish Mobile Telecommination Market”. European Journal of Marketing, C.39, No. 7/8, 2005, s. 910-925.
BENTLER, P.M., BONETT, D.G., “Significance tests and goodness of fit in the analy- sis of covariance structures”, Psychological Bulletin, C.88, 1980, s. 588−606.
BİLİŞİM TEKNOLOJİLERİ KURUMU, “Türkiye Elektronik Haberleşme Sektörü: 3AylıkPazarVerileriRaporu”,(Çevrimçi),2013,http://www.tk.gov.tr/kutupha- ne_ve_veribankasi/pazar_verileri/ucaylik13_3.pdf,Kasım 2013.
BLOEMER, J., RUYTER, K., WETZELS, M., “On the relationship between percei- ved service quality, service loyalty and switching costs”, International Jour- nal of Industry Management, C.9, No: 5, 1998, s. 436-53.
BOLLEN, K.A.,Structural Equations with LatentVariables, New York, John Wi- ley and Sons, 1989 .
BOLLEN, K.A.,“Overall Fit in Covariance Structural Models: Two Types of Sample Size Effects”, Psychological Bulletin, C.107, 1990, s. 256-259.
BOLLEN, K.A., LİANG, J., “Some Proporties of Hoelter’s CN”, Sociological Met- hods and Research, C.16, 1988, s. 492-503.
BROWNE, M.W., CUDECK, R.,“Single sample cross-validation indices for covarian- ce structures”, British Journal of Mathematical and Statistical Psychology, C.37, 1989, s. 62-83.
BURUCUOĞLU, M., “Müşteri Memnuniyeti ve Sadakatini Arttırmada Müşteri Şikâ- yetleri Yönetiminin Etkinliği: Bir Örnek Olay İncelemesi”, Yüksek Lisans Tezi, Karamanoğlu Mehmetbey Üniversitesi, Sosyal Bilimleri Enstitüsü, Ka- raman, 2011.
CARUANA, A., “Service loyalty: theeffects of service quality and the mediating role of customer satisfaction”, European Journal of Marketing, C.36,No: 7/8, 2002, s. 811-828.
CHİOU, J.S.,“The antecedents of consumer’s loyalty towards Internet service provi- ders”, Information&Management, C. 41, No: 6, 2004, s. 685-695
CRONIN, J.J. JR, BRADY,K., HULT, G.T.M., “Assessing the effects of quality, value and consumer satisfaction on consumer behavioral intentions in service envi- ronments”, Journal of Retailing, C.76, 2000, s. 193-218.
CRONIN, J.J., TAYLOR, S.A.,“Measuring Service Quality: A Reexamination and Ex- tensions”, Journal of Marketing, C. 56, No:3, 1992, s. 55-68.
DONEY, P.M., CANNON, J.P.,“An Examination of the Nature of Trust in Buyer-Sel- ler Relationships”, Journal of Marketing, C.61, 1997, s. 35-51.
FINNEY, S.J., DISTEFANO,C.,“Non-normal and categorical data in structural equa- tion modeling”, Structural Equation Modeling: A Second Course, Ed. by G.R. Hancock&R.O. Mueller, Greenwich, Connecticut: Information Age Pub- lishing, 2006, s. 269–314.
FREUND, E. J.,Matematiksel İstatistik, Literatür Yayıncılık, İstanbul,2002.
FORNELL, C., “A national customer satisfaction barometer: The Swedish experien- ce”, Journal of Marketing, C.56, 1992, s. 6-21.
FORNELL, C., JOHNSON, M.D. , ANDERSON, E.W. , CHA, J., BRYANT, B.E., “The American customer satisfaction index: nature, purpose and findings”, Journal of Marketing, C.60, 1996, Ekim, s. 7-18.
GREMLER, D.D., BROWN, S.W.,“Service loyalty; its nature, importance and impli- cations”, QUIS V: Advancing Service Quality: A Global Perspective, Ed. by Edvardsson B., Brown, S.W., Johnston, R. And Scheuing, ISQA, New York, NY, 1996, s. 171-81.
HAIR F. J., BLACK, C.W., BABIN, J.B. , ANDERSON, E.R., TATHAM, L.R., Multi- variate Data Analysis, 5. bs., New Jersey: PrenticeHall, 1998.
HELLIER, P., GEURSEN,G., CARR, R., RICKARD, J., “Customer repurchase inten- tion: a general structural equation model”, European Journal of Marketing, C. 37, No. 11/12, 2003, s. 1762-1799.
JACKSON, B.B.,Winning and Keeping Industrial Customers, Lexington Books, Lexington, MA, 1985.
JOHNSON, M.D., GUSTAFSSON, A., ANDRESSEN, T.W. , LERVIK,L., CHA, J., “Theevolutionandfuture of nationalcustomersatisfactionindexmodels”, Jour- nal of EconomicPsychology, C. 22, No: 2, 2001, s. 217-45.
JONES, M.A., BEATTY, S.E., MOTHERSBAUGH, D.V.,“Why customers stay: me- asuring the underlying dimensions of services switching costs and managing their differential strategic outcomes”, Journal of Business Research, C. 55,2002,s. 41-50.
JORESKOG, K.G., SORBOM,D., LISREL 8 User’s Reference Guide; PRELIS 2 User’s Reference Guide, Chicago, Scientific Software International, 1993.
JUHL, H.J., KRISTENSEN, K., OSTERGAARD,P., “Consumer satisfaction in Euro- pean food retailing”, Journal of Retailing and Consumer Services, C.9 No: 6, 2002, s. 327-34.
KEININGHAM, T.L., VAVRA, T.G. , AKSOY,L., WALLARD,H., Sadakat Söylence- leri, İstanbul. Rota Yayıncılık, 2006.
KIM, K.J., JEUNG, I.J., CHEOL-PARK, J., PARK, Y.J. , KIM, C.G., KIM, T.H. ,“The Impact Of Network Service Performance On Customer Satisfaction And Lo- yalty: High-Speed Internet Service Case In Korea”, Expert Systems with Applications, C.32, No:3, 2007, s. 822–831.
KLEMPERER, P.,“Competition when consumers have switching costs: an overview with applications to industrial organization, macro economics and internatio- nal trade”, Review of Economic Studies, C.62, 1995, s. 515-39.
KRISTENSEN, K., GRONHOLDT, L., MARTENSEN, A.,“Customer satisfaction measurement at Post Denmark: results of application of the European Cus- tomer Satisfaction Index methodology”, Total Quality Management, C.11, No:7, 2000, s. 1007-15.
MORGAN, R.M., HUNT, S.D., “The commitment-trust theory of relationship marke- ting”, Journal of Marketing, C.58, Temmuz, 1994, s. 20-38.
MUTHEN, L.K., MuthEN, B.O., “How to use a Monte Carlo study to decide on samp- le size and determine power”,Structural Equation Modeling, 2002, C.4, s. 599-620.
LAU, G., LEE, S., “Consumers‘ trust in a brandand link to brand loyalty”, Journal of Market Focused Management, C.4, 1999, s. 341-70.
LEE, J., LEE, J., FEICK, L.,“The impact of switching costs on thecustomer satisfac- tion-loyalty link: mobile phone service in France”, Journal of Services Mar- keting, C.15, No:1, 2001, s. 35-48.
LILJANDER, V., STRANDVIK, T., “The nature of customer relationships in ser- vices”,Advances in Services Marketing and Management, London, C. 4, 1995, s. 141-167.
LIN H.H., WANG, Y.S., “An Examination Of The Determinants Of Customer Loyalty in Mobile Commerce Contexts”, Information & Management, C.43, 2006, s. 271–282.
MARDIA, K.V.,“Measures of multivariate skewness and kurtosis with applications”, Biometrica, C.57, 1970, s. 519-530.
NGUYEN, N., LEBLANC, G., “Corporate image and corporate reputation in custo- mers’ retention decisions in services”, Journal of Retailing and Consumer Services, C.8, 2001, s. 227-36.
NUNNALLY, J.C.,PsychometricTheory, New York: Mcgraw-HillCollege, 2. bs., 1978.
ODABAŞI, Y.,Satışta ve Pazarlamada Müşteri İlişkileri Yönetimi, 6. Basım, İstan- bul, Sistem Yayınları, 2006.
PARASURAMAN, A., ZEITHAML, V.A. , BERRY, L.L., “Alternative Scales for Me- asuring Service Quality: A Comparative Assessment Based on Psychometric and Diagnostiv Criteris”, Journal of Retailing, C. 70, No: 3, 1994, s. 201-230.
PARASURAMAN, A., ZEITHAML, V.A. , BERRY, L.L., “SERVQUAL: A Multip- le-Item Scale for Measuring Customer Perceptions of Service Quality”, Jour- nal of Retailing, C. 64, No: 1, Bahar, 1988, s. 12-40.
RENCHER, A. C., Methods of Multivariate Analysis, John Wiley & Sons Inc, 1998.
RAYKOV, T., MARCOULIDES, V., A First Course in Structural Equation Mode- ling, Mahway, New Jersey, Lawrence Erlbaum Associates, 2006.
SCHERMELLEH-ENGEL, K., MOOSBRUGGER, H., MULLER, H., Evaluating the fit of structural equation models: Test of significance and descriptivegood- ness-of-fit measures, Methods of Psychological Research Online, C.8, No:2, 2003, s. 23-74.
ŞİMŞEK, G.G.,“Latent Değişkenli Yapısal Denklem Modellerine İlişkin Bir Uygula- ma”,Doktora Tezi, İstanbul, Marmara Üniversitesi, Sosyal Bilimler Enstitüsü, 2007.
TABACHNICK, B. G., FIDELL, L. S., Using Multivariate Statistics, New York, NY: HarperCollins College Publishers, 1996.
TANGUMA, J.,“Effects of Sample Size on the Distribution of Selected Fit Indices: A GraphicalApproach”, Educational and Psychological Measurement, C. 61, 2001, s. 759.
TSE, D. K., WILTON, P.C., “Models of consumer satisfaction formation: An extensi- on”, Journal of Markering Research, C.25, 1988, s. 203-212.
WONG, A., SOHAL, A., “A critical incident approach to the examination of customer relationship management in a retail chain: an exploratory study”, Qualitative Market Research: An International Journal, C.6, No: 4, 2003, s. 248-62
ZEITHAML, V.A.,“Consumers’ Perceptions of Price, Quality, and Value: A Means End Model and Synthesis of Evidence”, Journal of Marketing, Temmuz, C.52, 1988, s. 2-22.