BİLGİ KAYNAĞI ÜLKESİ VE PERSONEL ÜLKESİ HİZMET DEĞERLENDİRMELERİNİ NASIL ETKİLER? KATEGORİLER ARASINDA BİR KARŞILAŞTIRMA

Bu çalışma, menşei ülkenin iki alt boyutu olan bilgi kaynağı ülkesi ve personel ülkesi yapılarının, tüketicilerin hizmet kalitesi ve satın alma niyeti üzerindeki etkisini bu tüketicilerin yüksek ve düşük durumsal katılımları kapsamında ölçmektedir. Çalışmada, katılım düzeyi, bilgi kaynağı ülkesi ve personel ülkesi olmak üzere üç manipülasyon faktörü içeren deneysel bir tasarım uygulanmıştır. Çalışmanın sonuçları, bilgi kaynağı ülkesi ve personel ülkesi ile ilişkili hizmetlerin tüketiciler tarafından daha olumlu değerlendirildiğini doğrulamaktadır. Hizmet sağlayıcının bilgi kaynağı ülkesi ile ilişkili olduğu durumlarda, tüketiciler bu servis sağlayıcısını herhangi bir ilişkisi olmayan sağlayıcılara kıyasla daha olumlu değerlendirmektedir. Benzer şekilde, personel ülkesi mensubu hizmet vereni olan hizmet sağlayıcılar, diğerlerine göre daha olumlu değerlendirilmektedirler. Tüketicilerin durumsal katılım düzeyinin, bilgi kaynağı ülkesi ve personel ülkesinin tüketicilerin hizmete yönelik değerlendirmeleri üzerinde düzenleyici etkiye bulunmaktadır.

HOW DO COUNTRY OF KNOW-HOW AND COUNTRY OF PERSONNEL AFFECT SERVICE EVALUATIONS: A CATEGORICAL COMPARISON

This study measures the effect of country of know-how and country of personnel, two sub-dimensions of country of origin, on the perceived quality and purchase intentions of services in high and low involvement situations of consumers. The study implemented an experimental design including three manipulation factors which are involvement level, country of know-how, and country of personnel. The results of the study confirm that services which are associated with country of know-how and country of personnel are more positively evaluated by the consumers. In cases where the service provider is from the country of know-how, consumers evaluate the service provider more positively compared to others which do not have any associations. Similarly, service providers having staff from the country of personnel, they are evaluated more positively compared to others. Situational involvement level of consumers moderates the effect of country of know-how and country of personnel on service evaluations.

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