Üniversite Eğitimi Hizmetlerinde Algılanan Hizmet Kalitesine Göre Pazar Bölümlendirme: Karadeniz Teknik Üniversitesi İktisadi ve İdari Bilimler Fakültesi Örneği

Bu araştırma, üniversite öğrencilerini algılanan eğitim hizmeti kalitesi kriterine göre belli kümelere (pazar bölümlerine) ayırmak amacıyla Karadeniz Teknik Üniversitesi İktisadi ve İdari Bilimler Fakültesinin 372 öğrencisi üzerinde yapılmıştır. Analizde faktör, kümeleme, ayırma ve Ki kare istatistik teknikleri kullanılmıştır. Analiz sonucunda öğrencilerin birbirinden farklı iki kümeye ayrılabileceği görülmüştür. İki kümeyi birbirinden en iyi ayıran algılanan hizmet kalitesi boyutunun eğitim materyalleri kalitesi faktörü olduğu bunu ise sırasıyla eğiticilerin kapasiteleri, öğrenme faaliyetleri, çalışma atmosferi ve üniversitenin yerleşim yeri faktörlerinin izlediği tespit edilmiştir. Ayrıca bu iki kümenin cinsiyet, sınıf ve aylık gelir demografik değişkenleri itibariyle de birbirinden ayrıldığı belirlenmiştir

Market Segmentation With Respect to Perceived Service Quality on University Education Services: Sample of Management and Administrive Science Department of Karadeniz Technical University

This research was done to fixing specific market segmentation with perceived service quality criterion on the students of Business Administration and Management Faculty of Karadeniz Technical University. In analysis, factor, cluster, discriminant and chi square statistical technics were used. In the end of analysis, it was seen that students could be divided into two specific clusters. The perceived service quality dimension which is the best discriminate two clusters is quality of course materials and following this factor; capability of tutors, learning facilities, studying atmosphere and tutorial center arrangement. In addition, gender, class and income variables discriminate two cluster.

___

  • Akgül, A. ve Çevik, O. (2003), İstatistiksel analiz teknikleri: SPSS’te işletme yönetim uygu- lamaları, Emek Ofset, Ankara.
  • Arora, R. ve Stones, C. (1996), “The Effects of Perceived Service Quality and Name Familiarity on the Service Selection Decision”, The Journal of Service Marketing, Vol.10, No:1, pp.22-34.
  • Becker, B.W., Conner, P.E. (1981), “Personel Values of the heavy user of mass media”, Journal of Advertising Researh, Vol.21, pp.37-43.
  • Becker, B.W., Brewer, B., Dickerson, B. ve Magee, R. (1985), The influance of personel values on movie preference, Ablex Publishing Company, Norwood, NJ,
  • Cahill, D. (1997), “Target marketing and segmentation: valid and useful tools for marke- ting”, Management Decision, Vol. 35, pp. 10-14.
  • Carman, J.M. (1990), “Consumer Perceptions of Service Quality: An Assessment of SERVQUAL Dimensions”, Journal of Retailing, Vol.66, No.1, pp.33-35.
  • Chao, S., McCleary, K.W. ve Uysal, M. (1995), “Travel motivations of Japanese overseas travelers: a factor-cluster segmentation approach”, Journal of Travel Research, Vol. 34, No. 1, pp. 33-39.
  • Chen, J.S. (2003), “Market segmentation by Tourists’ sentiments”, Annals of Tourism Research, Vol.30, No.1, pp.178-193.
  • Claston, R. (1995), “Birth order as a market segmentation variable”, Journal of Consumer Marketing, Vol. 12, pp. 22-39.
  • Fram, E.H. ve. Camp, R.C. (1995), Finding and Implementing Best practices in Higher Education, Milwakee.
  • Freytag P.V. ve Clarke A.H. (2001), “Business to Business Market Segmentation”, Industrial Marketing Management, Vol.30, pp.473-486.
  • Gabbot, M. and Sutherland, E. (1993), “Marketing information systems in universities”, Marketing Intelligence & Planning, Vol.11, No.7, pp.19-28.
  • Green, P.E. ve Krieger, A.M. (1991), “Segmenting markets with conjoint analysis”, Journal of Marketing, Vol. 55, pp. 20-31.
  • Harrison, T.S. (1994), “Mapping customer segemnts for personal financial services“, International Journal of Bank Marketing, Vol. 12, No. 8, pp. 17-25.
  • Hung, C. ve Tsai, C.F. (2008), “Market Segmentation Based on Hierarchical Self-Organizing Map For Markets of Multimedia on Demand”, Expert Systems with Applications, Vol.34, pp.780-787.
  • Jain, S.C. (1993), Marketing Planning and Strategy, 4th edition, South-Western Publishing Cooperation, Cincinnati, OH.
  • Kaiser, H.F. (1974), “An Index of Factorial Simplicity”, Psyhometrica, pp.39-48.
  • Kalaycı, Ş. (2005), SPSS uygulamalı çok değişkenli istatistik teknikleri, BRC Matbacılık, An- kara.
  • Keen, C. ve Higgins, T. (1990), Young People’s Knowledge ofHigher Education, Higher Education Information Services Trust/Polytechnics Central Admissions System (HEIST/PCAS), Leeds.
  • Kinra, N. (1997), “The communicative effectiveness of ethnically oriented advertising”, International Journal of Advertising, Vol. 16, pp. 221-240.
  • Khan, Z.U., Chawla, S.K. ve Cianciolo, S.T.A. (1995), “Multiple discriminant analysis: tool
  • for effective marketing of computer information systems to small business clients”, Journal of Professional Services Marketing, Vol. 12, No. 2, pp. 153-162.
  • Kiang, M.Y., Hu, M.Y. ve Fisher D.M. (2007), “The effect of sample size on the extended self-organizing map network-A market segmentation application”, Computational Statistics & Data Analysis, Vol.51, pp.5940-5948.
  • Kotler, P. (1991), Marketing Management: Analysis, Planning, Implementation and Control, Prentice-Hall, Englewood Cliffs, NJ.
  • Kotler, P. (1997), Marketing management analysis, planning, implementation and control, 9th edition, Prentice-Hall International, Englewood Cliffs, NJ
  • McCarthy, J. (1981), Basic Marketing: A Managerial Approach, 7th edition, Richard D. Irwin, Homewood, IL.
  • McDougall, D.H.G. ve Levesque, T.J. (1994), “Benefit segmentation using service quality dimensions: an investigation in retail banking”, International Journal of Bank Marketing, Vol. 12, No. 2, pp. 15-23.
  • Mergen, E., Grant, D., ve Widrick, S.M. (2000), “Quality management applied to higher education”, Total Qualıty Management, Vol.11, No.3, pp.345-352.
  • Moschis, G., Euehun, L. ve Mathur A. (1997), “Targeting the mature market: opportunities and challenges”, Journal of Consumer Marketing, Vol. 14, pp. 282-294.
  • Mucuk, İ (1997), Pazarlama İlkeleri, Türkmen Kitabevi, 8. Basım, İstanbul.
  • Nakip, M. (2003), Pazarlama Araştırmaları, Seçkin Basım, Ankara.
  • Özdamar, K. (2002), Paket Programlar ile istatistiksel veri analizi, II, 4. Baskı, Kaan Kita- pevi, Eskişehir.
  • Parasuraman, A., Zeithaml, V. ve Berry, L.L. (1990), Delivering Service Quality: Balancing Customer Perception and Expectations, The Free Press, New York.
  • Pride, W.M. ve Ferrel, Q.C. (1983), Marketing Basics, Concepts and Decision, 3rd edition, Houghton Mifflin, Boston, MA.
  • Rosander, A.C. (1989), The Quest for Quality in Services, ASQC, New York.
  • Sharma, A. ve Lambert, D.M. (1994), “Segmentation of markets based on customer servi- ce”, International Journal of Physical Distribution & Logistics Management, Vol. 24, No. 4, pp. 50-58.
  • Sıvancı, M. (1996), “Are Students The True Customers of Higher Education?”, Quality Progress, Vol.29, No.10, pp.99-108.
  • Smith, W. (1956), “Product differentation and market segmentation as alternative marke- ting strategies”, Journal of Marketing, Vol:21, pp.3-8.
  • Şerefkaya, A.K. (1997), Bankacılık Hizmetlerinde Algılanan Toplam Kalite Ölçümü, SPK Ya- yınları, No:87, Ankara.
  • Tonks, D.G. ve Farr, M. (1995), “Market segments for higher education: using geodemographics”, Marketing Intelligence & Planning, Vol.13, No.4, pp.24-33.
  • Türkiye Bankalar Birliği (1994), Hizmet Kalitesinde Mükemmelik Eğilimi, İstanbul.
  • Wang, C.H. (2008), “Outlier identification and market segmentation using kernel-based lustering techniques”, Expert Systems with Applications, In press.
  • Wind, Y. (1978), “Issues and advances in segmentation research”, Journal of Marketing Research, Vol.14, pp.319-323