HİZMET KALİTESİNİN MÜŞTERİ TATMİNİ, GÜVEN, MÜŞTERİ SADAKATİ VE KULAKTAN KULAĞA PAZARLAMA ÜZERİNDEKİ ETKİLERİ: GÜMÜŞHANE İLİNDEKİ KARGO ŞİRKETLERİ ÜZERİNDE BİR UYGULAMA

Modern pazarlamanın tanımında ürün ve hizmet benzer olarak ifade edilse de hizmetler özellik olarak ürünlerden büyük farklılıklar gösterir. Günümüz rekabet piyasalarında ise bu farklılıklar daha net ortaya çıkmaktadır. Hizmetlerin kendilerine has özellikleri onların pazarlanmasını da farklılaştırmaktadır. Özellikle kalite, güven ve tatmin gibi kavramlar daha önemli hale gelmektedir. Bu çalışmanın amacı hizmet kalitesinin müşteri güveni ve müşteri tatmini üzerindeki; müşteri güveni ve müşteri tatmininin sadakat üzerindeki ve sadakatin kulaktan kulağa pazarlama üzerindeki etkilerini belirlemektir. Çalışma kapsamında Gümüşhane ilinde faaliyet gösteren kargo şirketleri incelenmiş ve 460 müşteriye anket uygulanmıştır. Ölçeklerin geçerlilik ve güvenilirlik analizleri Cronbach Alpha ve Faktör Analizi ile test edilmiştir. Araştırma hipotezleri ise Yapısal Eşitlik Modeli ile test edilmiş ve hizmet kalitesinin müşteri güveni ve müşteri tatmini üzerinde; tatmin ve güvenin sadakat üzerinde ve sadakatin de kulaktan kulağa pazarlama üzerinde anlamlı ve olumlu bir etkiye sahip olduğu belirlenmiştir.

Anahtar Kelimeler:

Hizmet kalitesi, Güven, Müşteri tatmini, Müşteri sadakati, Kulaktan kulağa pazarlama

EFFECTS OF SERVICE QUALITY ON CUSTOMER SATISFACTION, TRUST, CUSTOMER LOYALTY AND WORD OF MOUTH: AN APPLICATION ON CARGO COMPANIES IN GÜMÜŞHANE

Although products and services are expressed as similar in the definition of modern marketing, services vary from products as feature. These differences emerge more clearly in today's competitive market. Inherent characteristics of services also differentiate marketing of them. Especially concepts such as quality, trust and satisfaction have become more important. The purpose of this study is to examine the effects of service quality on customer trust and customer satisfaction; customer trust and customer satisfaction on loyalty and loyalty on word of mouth. In the concept of the study cargo companies operating in Gümüşhane are examined and questionnaire applied to 460 customer of this cargo companies. Validity and Reliability of scales are tested by Cronbach’s Alpha and Factor Analysis. Then hypothesis are tested by Structural Equation Modelling. As a result, it is found that service quality has positive effect on satisfaction and trust; satisfaction and trust have positive effect on loyalty and loyalty affect word of mouth positively.

Keywords:

Service quality, Trust, Customer satisfaction, Customer loyalty, Word-of-mouth,

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