Ferudun YAYMAN

3516

BANKACILIK HİZMETLERİNDE MARKA ALGILARI VE HİZMET KALİTESİNİN ALGILANAN DEĞER, MÜŞTERİ TATMİNİ VE BAĞLILIĞINA ETKİLERİ

Amaç- Bu çalışmanın amacı, bireysel bankacılık alanında faaliyet gösteren bankaların; birer marka olarak imajlarının ve sundukları hizmetlerin kalitesinin yarattığı müşteri değeri ile müşteri tatmini ve bağlılığı üzerindeki etkilerini incelemektir. Yöntem- Araştırma, 752 bireysel bankacılık müşterisi arasında anket yöntemi ile derlenen verilerin SPSS programında analiz edilmesi ile gerçekleştirilmiştir. Bulgular- Araştırma sonuçları, marka algısı ve algılanan hizmet kalitesinin, müşterinin algıladığı değeri ve müşteri bağlılığını olumlu yönde etkilediğini göstermektedir. Bununla birlikte algılanan değer, müşteri tatmini ve müşteri bağlılığı ilişkisine yönelik elde edilen sonuçlara göre ise, marka algısı ve algılanan hizmet kalitesinin müşteri tatminine etkisinde, algılanan değerin aracılık rolü doğrulanmıştır. Ayrıca, marka algısı ve algılanan hizmet kalitesinin müşteri bağlılığına etkisinde de, müşteri tatmininin aracılık rolü olduğu saptanmıştır. Sonuç- Bu çalışma kapsamında elde edilen sonuçlar; akademik alandaki araştırmacılara marka algısı ve algılanan hizmet kalitesi fenomenlerinin, müşteri değeri ve müşteri bağlılığı sürecindeki etkilerinin ortaya koyduğu teorik bulgular ile banka yöneticileri ve diğer uygulayıcılara kendi faaliyet alanlarında sürdürülebilir rekabet avantajı sağlamak için, müşteriye gerçekten değer katan ve müşteri bağlılığını artıran faktörlerin neler olduğunu bilmeleri konusunda oldukça önemli bilgiler sunmaktadır.
Anahtar Kelimeler:

Marka algıları, algılanan hizmet kalitesi, algılanan müşteri değeri, müşteri tatmini, müşteri bağlılığı

BRAND PERCEPTIONS IN BANKING SERVICES AND THE EFFECTS OF SERVICE QUALITY ON PERCEIVED VALUE, CUSTOMER SATISFACTION AND LOYALTY

Purpose - The aim of this study is to help banks operating in the field of retail banking; To examine the effects of their image as a brand and the quality of the services they provide on customer value and customer satisfaction and loyalty. Methodology - The research was carried out by analyzing the data compiled with the survey method among 752 retail banking customers in the SPSS program. Findings - Research results show that brand perception and perceived service quality positively affect the customer perceived value and customer loyalty. However, according to the results obtained regarding perceived value, customer satisfaction and customer loyalty relationship, the mediating role of perceived value in the effect of brand perception and perceived service quality on customer satisfaction was confirmed. In addition, it has been determined that customer satisfaction has a mediating role in the effect of brand perception and perceived service quality on customer loyalty. Conclusion - The results obtained within the scope of this study; With the theoretical findings revealed by academic researchers about the effects of brand perception and perceived service quality phenomena on customer value and customer loyalty process, bank managers and other practitioners should be informed about the factors that really add value to the customer and increase customer loyalty in order to provide sustainable competitive advantage in their field of activity. It offers very important information.
Keywords:

Brand perceptions, perceived service quality, perceived customer value, customer satisfaction, customer loyalty,

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Journal of Management Marketing and Logistics-Cover
  • Yayın Aralığı: Yılda 4 Sayı
  • Başlangıç: 2014
  • Yayıncı: PressAcademia
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