G. Nilay YÜCENUR, Nihan Çetin DEMİREL, Cemil CEYLAN, Tufan DEMİREL

HİZMET DEĞERİNİN MÜŞTERİLERİN DAVRANIŞSAL NİYETLERİ ÜZERİNDEKİ ETKİSİNİN YAPISAL EŞİTLİK MODELİ İLE ÖLÇÜLMESİ

Son günlerde benzer hizmetleri, benzer fiyatlara sunabilen hizmet sektörü firmaları için ayırt edici özellik, sundukları yüksek hizmet değeridir. Hizmet firmalarının rakipleri arasında öne çıkmaları ancak müşterilerine sunacakları yüksek değerde hizmet ile mümkün olabilmektedir. Bu çalışma sağlık sektöründe hizmet veren hastanelerde hizmet değerinin müşterilerin gelecekteki davranışları üzerindeki etkisinin ölçülmesine yönelik Cronin ve diğerleri 2000 tarafından ortaya konan modelin bir parçasını içermektedir. Model, kayıp, hizmet değeri ve davranışsal niyet değişkenlerinden oluşan yapısal eşitlik modelidir. Araştırma modeli sağlık sektörüne uygulanarak, model değişkenleri arasındaki ilişkiler SPSS 13.0 ve LISREL 8.8 paket programları ile çözülmüş, ilgili sonuçlar elde edilmiştir.

Anahtar Kelimeler:

Hizmet Değeri, Kayıp, Davranışsal Niyet, Yapısal Eşitlik Modelleme, Sağlık Sektörü

MEASURING THE EFFECTS OF SERVICE VALUE ON BEHAVIORAL INTENTIONS WITH A STRUCTURAL EQUATION MODEL

In last few years, high service value has become a distinguishable characteristic for firms which provide similar services with similar prices. If the firms provide the services with high service value, then they can be the leader among their rivals. In this paper, a part of Cronin et. al’s 2000 model is used and the effects of service value on behavioral intentions have been analyzed. The model is a structural equation model with three variables which are sacrifice, service value, and behavioral intention. For analyses SPSS 13.0 and LISREL 8.8 programs were used

Keywords:

Service Value, Sacrifice, Behavioral Intention, Structural Equation Modeling, Healthcare Sector,

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