Hizmet kalitesi algısının kurumsal imaja etkisi üzerine hizmet sektöründe bir araştırma

Günümüzde örgütlerin öncelikli amaçları arasında varlıklarını sürdürmek ve sektörlerinde başarılı olmak yer almaktadır. Örgütlerin başarısı ürettikleri ürün ve sundukları hizmetin kalitesi ile yakından ilişkilidir. Kaliteli ürün ve kaliteli hizmet ise müşterilerinin zihninde örgütün konumunu güçlendirir, örgütün ürün ve hizmetlerinin tüketiciler tarafından tercih edilmesine katkıda bulunur ve örgütün imajını güçlendirir. Güçlü imaja sahip örgütlerin finansal açıdan daha güçlü, pazar payının ve rekabet gücünün daha yüksek olacağı değerlendirilir. Bu çalışmanın amacı hizmet kalitesinin müşterilerde yarattığı kurumsal imaj algısı üzerindeki etkisini banka sektörü özelinde belirlemektir. Bu amaçla yazındaki çalışmalar incelenerek belirlenen hizmet kalitesi boyutları bağımsız değişken, kurumsal imaj ise bağımlı değişken olarak alınmıştır. Analizlerde tanımlayıcı istatistikler, t-testi, tek yönlü varyans analizi ve regresyon analizi kullanılmıştır. Araştırma sonucunda bankaların kurumsal imajı üzerinde hizmet kalitesi boyutlarından fiziksel özellikler ve güven boyutlarının etkili olduğu belirlenmiştir.

A research on the service sector about the effect of service quality perception on corporate image

Today, the primary objectives of the organizations are to survive and be successful on their profession. Success of the organizations closely associated with the quality of their products and services they offer. Quality products and quality service strengthen the organization’s position and image in the minds of its customers and contribute to consumers` preference about its products and services. Organizations with a strong reputation are considered to be financially more powerful and having a higher market share and competitiveness level. The aim of this study is to determine the effect of quality of service on perception of customers about corporate image on the case of banking business. For this purpose, the studies in the literature are analized and service quality dimensions was identified as the independent variable and corporate image was identified as the dependent variable. Descriptive statistics, t-test, one-way analysis of variance and regression analysis were used at analysis, As a result of research physical properties and dimensions of trust are found effective of the service quality dimensions on banks’ corporate image.

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