Mehmet YÜKSEL, Mehmet Bilge Kağan ÖNAÇAN

ALGILANAN HİZMET KALİTESİNİN MÜŞTERİ MEMNUNİYETİNE ETKİSİ: TÜRKİYE’DE DENİZ YOLCU TAŞIMACILIĞINDA BİR UYGULAMA

Deniz yolu ile yolcu taşımacılığı, sunmuş olduğu hız, konfor ve fiyat avantajı sayesinde ulaşım konusunda ön plana çıkmaktadır. Bu durum deniz taşımacılığı alanında hizmet sunan işletmeleri rekabet avantajı sağlamak üzere müşteri memnuniyetine yöneltmektedir. Müşteri memnuniyetinin, işletmelerin rekabet gücünü arttıran temel unusurlardan biri olması sebebiyle işletmelerin, algılanan hizmet kalitesi-müşteri memnuniyeti ilişkisine ve bu ilişkinin yönetilmesine önem vermesi gerekmektedir. Bu çalışmada İstanbul ile çevre şehirler arasında deniz yolu ile yolcu taşımacılığı yapan bir denizcilik işletmesinin yolcularına sunmuş olduğu hizmet kalitesinin müşteri memnuniyeti üzerindeki etkisi incelenmiştir. Tanımlayıcı araştırma niteliği taşıyan bu çalışma kapsamında araştırmaya konu olan denizcilik işletmesinin müşterileri arasından toplanan 317 geçerli anket verisi SPSS ve LISREL 8.70 paket programları ile analize tabi tutulmuş ve çalışma kapsamında oluşturulan hipotezlerin değerlendirmesi yapılmıştır. Yapılan analiz ve testler neticesinde şehirlerarası deniz yolcu taşımacılığında, başta güvenilirlik olmak üzere, algılanan hizmet kalitesinin tüm boyutlarının müşteri memnuniyeti üzerinde anlamlı ve pozitif etkilerinin olduğu görülmüştür. Çalışmanın Türkiye’de şehirlerarası deniz yolcu taşımacılığındaki algılanan hizmet kalitesinin müşteri memnuniyetine etkisini ölçen ilk çalışma olması sebebiyle, literatüre önemli bir katkı sunacağı ve bu alandaki hem akademik hem de uygulamaya yönelik çalışmalara öncülük edeceği değerlendirilmektedir

Anahtar Kelimeler:

Algılanan Hizmet Kalitesi, Lojistik, Müşteri Memnuniyeti, Taşımacılık

THE EFFECT OF PERCEIVED SERVICE QUALITY ON CUSTOMER SATISFACTION: AN APPLICATION IN MARITIME TRANSPORTATION IN TURKEY

Sea transport has begun to emerge since the speed, comfort and price advantages in terms of passenger transport, as a result of this, enterprises have focused on these issues and aimed to provide customer satisfaction. Since customer satisfaction is one of the main obstacles that increase the competitive power of the enterprises, they have begun to pay attention to the relationship between perceived service quality and customer satisfaction and to manage this relationship.In this study, the effect of perceived service quality -which is presented to the passengers of a maritime enterprise which carries passengers between Istanbul and the surrounding cities- on customer satisfaction is investigated. Within the scope of this descriptive research, 317 valid questionnaires that is gathered from the passanger of a sea transport enterprise were analyzed with SPSS and LISREL 8.70 package programs, and hypotheses are evaluated. As a result of the analyzes and tests made, it has been found that all dimensions of perceived service quality, especially reliability, have meaningful and positive effects on customer satisfaction in intercity sea passenger transport. It is evaluated that the study -which is the first research that measure the effect of perceived service quality on intercity sea passenger transportation on customer satisfaction- will provide an important contribution to the literature and will lead the new research in this field

Keywords:

Perceived Service Quality, Logistics, Customer Satisfaction, Transportation.,

PDF

___

Al-Tit, A. A. (2015). The Effect of Service and Food Quality on Customer Satisfaction and Hence Customer Retention, Asian Social Science, 11(23), p.129.
Angelova, A. and Zekiri, Y. (2011). Measuring Customer Satisfaction with Service Quality Using American Customer Satisfaction Model (ACSI Model), International Journal of Academic Research in Business and Social Sciences, 1(3), 232-258.
Barabino, B., Deiana, E., and Tilocca, P.(2012). Measuring Service Quality in Urban Bus Transport: A Modified SERVQUAL Approach, International Journal of Quality and Service Sciences, 4(3), 238-252.
Barda, S. (1964). Münakale Ekonomisi, İstanbul, İstanbul Üniversitesi İktisat Fakültesi Yayınları.
Berkowitz E., Kerin, R., Hartley, W. ve Rudelius W. (2000). Marketing, 6.Baskı, Mcgraw Hill.
Berndt, A. (2009). Investigating Service Quality Dimensions In South African Motor Vehicle Servicing, African Journal of Marketing Management, 1 (1), 1-9.
Berry, T. H. (1991). Managing The Total Quality Transformation, Mc-Graw Hill Inc., USA.
Bolton R. N. and Drew J.H. (1991). A Multistage Model of Consumer Feelings and Purchase Likelihood, Psychology and Marketing, 9, 347–363.
Bozbay, Z., Yaman, Y. ve Özkan, E. (2016). İnternet Perakendeciliğinde Hizmet Kalitesinin Müşteri Memnuniyeti Üzerindeki Rolü: Hazır Giyim ve Kitap Sektörü Üzerine Karşılaştırmalı Bir Araştırma, Journal of Transportation and Logistics, 1(1).
Caceres, R. C. and Paparoidamis, N. G. (2007). Service Quality, Relationship Satisfaction, Trust, Commitment and Business-To-Business Loyalty, European Journal of Marketing, 41 (7/8), 836–867.
Cavana, R. Y., Corbett, L. M. and Lo, Y. L. (2007). Developing Zones of Tolerance for Managing Passenger Rail Service Quality, International Journal of Quality & Reliability Management, 24(1), 7-31.
Cengiz, E. ve Kırkbir, F. (2007). Kâr Amacı Gütmeyen Kurumlarda Müşteri Memnuniyeti Ve Hizmet Kalitesi İlişkisi: Karadeniz Bölgesi Örneği, İktisadi ve İdari Bilimler Dergisi, 21 (1), 263-285.
Chou, P. F., Lu, C. S. and Chang, Y. H. (2014). Effects of Service Quality and Customer Satisfaction on Customer Loyalty in High-Speed Rail Services in Taiwan Transportmetrica A: Transport Science, 10(10), 917-945.
Çokluk, Ö., Şekercioğlu, G. ve Büyüköztürk, Ş. (2012). Sosyal Bilimler İçin Çok Değişkenli İstatistik SPSS ve LISREL Uygulamaları, 2.Baskı, Ankara, Pegem Akademi.
El Saghier, N. and Nathan, D. (2013). Service Quality Dimensions and Customers’ Satisfactions of Banks in Egypt, Proceedings of 20th International Business Research Conference, 4-5 April, Dubai.
Eroğlu, E. (2005). Müşteri Memnuniyeti Ölçüm Modeli, İ.Ü. İşletme Fakültesi İşletme Dergisi, Nisan, 34(1), 7- 25.
Fornell, C. and Larcker, D.F. (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error, Journal of Marketing Research, 18(1), 39-50.
Gegez, E. (2007). Pazarlama Araştırmaları, 2.Baskı, İstanbul, Beta.
Golafshani, N. (2003). Understanding Reliability and Validity in Qualitative Research, The Qualitative Report, 8(4), 597–607.
Gorla, N., Somers, T. M. ve Wong, B. (2010). Organizational Impact of System Quality, Information Quality and Service Quality, Journal of Strategic Information Systems, 19, 207–228.
Grönroos, C. (1984). A Service Quality Model And Its Marketing Implications, European Journal Of Marketing, 18(4), 36-44.
Gupta, S. and Zeithaml, V. (2006). Customer Metrics and Their İmpact on Financial Performance, Marketing Science, 25(6), 718-739.
Hair, Joseph F. Jr., Black, William C. , Babin, B. J. and Anderson, R. E. (2010). Multivariate Data Analysis, 7th Edition, Pearson Education, New Jersey.
Hallowell, R. (1996). The Relationships of Customer Satisfaction, Customer Loyalty, And Profitability: An Empirical Study, International Journal of Service İndustry Management, 7(4), 27-42.
Haywood-Farmer, J. (1988). A Conceptual Model of Service Quality, International Journal of Operations & Production Management, 8(6), 19-29.
Henseler, J., Ringle, C. M. and Sinkovics, R. R. (2009). The Use of Partial Least Squares Path Modeling in International Marketing, Advances in International Marketing, 20(1), 277–319.
Huang, Y. K. (2010). The Effect of Airline Service Quality on Passengers' Behavioural Intentions Using SERVQUAL Scores, Journal of the Eastern Asia Society for Transportation Studies, 8, 2330-2343.
Johnson, M. D., ve Fornell, C. (1991). A Framework for Comparing Customer Satisfaction Across Individuals and Product Categories, Journal of Economic Psychology, 12(2), 267-286.
Kalaycı Ş. (2010). SPSS Uygulamalı Çok Değişkenli İstatistik Teknikleri, 5.Baskı, Ankara: Asil Yayın Dağıtım.
Keiningham, Timothy L., vd. (2007). The Value of Different Customer Satisfaction and Loyalty Metrics in Predicting Customer Retention, Recommendation, and Share-of-Wallet, Managing Service Quality: An International Journal, 17(4) ,361-384.
Kotler, P. ve Keller, K. L. (2012). Marketing Management, 14th Edition, Prentice Hall, New Jersey.
Kotler, P. ve Gary, A. (2014). Principles of Marketing, Global Edition, 15th Edition, Pearson Pirentice Hall.
Kristensen, K., Anne Martensen and Lars Gronholdt (1999). Measuring the Impact of Buying Behaviour on Customer Satisfaction, Total Quality Management, 10(4-5), 602-614.
Kumar, Nirmalya, Louis W. Stern, and Ravi S. Achrol (1992). Assessing Reseller Performance From The Perspective of The Supplier, Journal of Marketing Research, 29(2), p. 238.
Lages, L. F., Jap, S. D. and Griffith, D. A. (2008). The Role of Past Performance in Export Ventures: A Short- Term Reactive Approach, Journal of International Business Studies, 39(2), 304–325.
Lee, H., Lee, Y. and Yoo, D. (2000). The Determinants of Perceived Service Quality and Its Relationship with Satisfaction, Journal of Services Marketing, 14(3), 217-231.
Markovic, S. and Rapor, S. (2010). Measuring Perceived Service Quality Using Servqual: A Case Study Of The Croatian Hotel Industry, Management, 5(3), 195-209.
Menachemi, N. (2011). Assessing Response Bias in a Web Survey at a University Faculty, Evaluation & Research in Education, 24(1), 5-15.
Meybodi, A. R. (2012). “Measuring Service Quality Using Servqual Model: A Case Study of Brokerage Offices in Iran”, International Journal For Quality Research, 6(1), 55-61.
Mosahab, R., Mahamad, O. ve Ramayah T. (2010). Service Quality, Customer Satisfaction and Loyalty: A Test of Mediation, International Business Research, 3 (4), 72-80.
Nauman, E. and Giel, K. (1995). Customer Satisfaction Measurement and Management, Asq Pr, Cincinnati.
Negi, R. (2009). Determining Customer Satisfaction Through Perceived Service Quality: A Study of Ethiopian Mobile Users, International Journal of Mobile Marketing, 4(1).
Oliver R. L. (2014). Satisfaction: A Behavioral Perspective on The Consumer, Routledge.
Öztürk, S. A. (2005). Hizmet Pazarlaması, 5. Baskı, Bursa, Ekin Kitapevi.
Pantouvakis, A., Chlomoudis, C., ve Dimas, A. (2008). Testing the SERVQUAL Scale in the Passenger Port Industry: A Confirmatory Study, Maritime Policy & Management, 35(5), 449-467.
Parasuraman A., Zeithaml, V. A. and Berry, L. L. (1985). A Conceptual Model Of Service Quality and Its Implications for Future Research, Journal Of Marketing, 49, 41-50.
Parasuraman A., Zeithaml V. A. and Berry, L. L. (1988). Servqual: A Multiple-Item Scale For Measuring Consumer Perceptions of Service Quality, Journal of Retailing, 64(1), 12-40.
Peter, J.P. and Olson, J.C. (2010). Consumer Behavior & Marketing Strategy, McGraw-Hill Irwin, 9. Edition.
Ravichandran, K., Mani, B. T., Kumar, S. A. and Prabhakaran S. (2010). Influence of Service Quality on Customer Satisfaction: Application of SERVQUAL Model, International Journal of Business and Management, 5(4), p. 117.
Ross, G. F. (1994). Service Quality İdeals Among Hospitality İndustry Employees, Tourism Management, 15(4), p. 273-280.
Rust, R. T., Moorman, C. and Dickson, P. R. (2002). Getting Return on Quality: Revenue Expansion, Cost Reduction, or Both?, Journal of Marketing, 66(4), 7-24.
Sipahi, B., Yurtkoru, S. ve Çinko, M. (2006). Sosyal Bilimlerde SPSS’le Veri Analizi, Beta, İstanbul.
Stefansson, G. (2006). Collaborative Logistics Managment And The Role Of Third-Party Service Providers, International Journal Of Physical Distribution &Logistics Management, 36 (2), 76-92.
Schumacker, R. E. and Lomax, R. G. (2004). A Beginner’s Guide to Structural Equation Modeling, 2nd Edition, Londra, Lawrence Erlbaum Associates Inc.
Tak, B. (2002). “Kamu Kuruluşlarında Müşteri Odaklı Müşteri Odaklı Yönetim Anlayışına Geçiş Aracı Olarak Vatandaş Tatmin Araştırmaları”, Uludağ Üniversitesi İİBF Dergisi, 21 (2), 143-159.
Taşımacılık Sektörü Raporu, Başbakanlık Yatırım Destek ve Tanıtım Ajansı, 2010.
Taylor S. A. and Baker T. L. (1994). An Assessment Of The Relationship Between Service Quality And Customer Satisfaction in The Formation Of Consumers’ Purchase Intentions, Journal of Retailing, 70(2), 163–178.
Ulaştırma, Denizcilik ve Haberleşme Bakanlığı (UDHB), Ulaşan ve Erişen Türkiye, 2017.
Uygur, S. M., ve Doğan, S. (2015). Deneyimsel Pazarlamanın Müşteri Memnuniyeti Üzerine Etkisi: Restoranlar Üzerine Bir Araştırma, Dumlupınar Üniversitesi Sosyal Bilimler Dergisi, (37).
Wisner, J. D., Tan, K. C. ve Leong, G. K. (2012). Principles of Supply Chain Management A Balanced Approach, Third Edition, South-Western Cengage Learning, USA.
Woodside, A. G., Frey, L. L. ve Daly, R. T. (1989). Linking Service Quality, Customer Satisfaction, Journal of Health Care Marketing, December, 5-17.
Yuen, K. F. and Thai, V. V. (2015). Service Quality and Customer Satisfaction in Liner Shipping, International Journal of Quality and Service Sciences, 7(2/3), 170-183.
Zeithaml, V. A., Parasuraman, A. and Berry, L. L. (1985). Problems and Strategies in Services Marketing, Journal of Marketing, 49, 33-46.
Zeithaml, V. A., Berry, L. L. and Parasuraman, A. (1996). The Behavioral Consequences of Service Quality, The Journal of Marketing, 31-46.
Deniz Ticaret Odası Ana Sayfası. tr/Shared%20Documents/Deniz%20Ticareti% 20 Dergisi/subat_ek_2017.pdf> 27 Kasım 2017