Hizmet Sadakatinin Geliştirilmesinde Bir Fayda-Maliyet Yaklaşımı: Bankacılık Sektöründe Bir Uygulama

Bilindiği üzere, ürün ve hizmete ilişkin müşteri sadakatinin en belirgin karakteristiği sürekliliktir. Müşteriler, hizmet üreten işletmenin sadık müşterileri haline gelmeden önce sunulan hizmete yönelik bir fayda-maliyet analizi yapmak suretiyle değerlendirme yaparlar. Bu anlamda, çalışmanın amacı müşterilerin bankacılık hizmetlerine ilişkin değerlemeleri ve bu değerlemelerin hizmet sadakati üzerindeki etkisini fayda-maliyet yaklaşımı ile araştırmaktır. Hizmet sadakatinin geliştirilmesinde kullanılan fayda bileşeni hizmet kalitesi unsurundan oluşurken, maliyet bileşeni ise ekonomik maliyetler, işlem maliyetleri ve değiştirme maliyetlerinden oluşmaktadır. Bu amaçla, özel bir bankanın Ankara ve Trabzon illeri müşterilerinden elde edilen verilerle, fayda ve maliyet bileşenlerinin müşterilerin geliştirmiş oldukları sadakat düzeyleri üzerindeki etkisi regresyon analiziyle incelenmiştir. Bunun yanı sıra müşteri türü ve yaşanılan şehirlerin müşterilerin sadakat düzeyleri üzerinde anlamlı bir farklılık yaratıp yaratmadığı da araştırılmaktadır.

A Cost-Benefit Approach in Development of Service Loyalty: An Application in the Banking Sector

As is known, for both of the goods and services, the most determining characteristic of customer loyalty is permanency. Consumers evaluate the service of a company by making a cost-benefit analysis before they become the regular customers of the company. This study aims to investigate both customers’ evaluations of the banking services and the effects of these evaluations on the service loyalty in terms of cost-benefit approach. In the development of service loyalty, the benefit component involves service quality factor, while the cost component involves economic costs, transaction cost and switching costs. With the data obtained from the customers of Trabzon and Ankara branches of a private bank, the roles of both benefit and cost dimensions on service loyalty were explored by regression analysis. Besides, we investigated the type of customer and customer’s residential area creates a statistically significant difference on service loyalty.

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