ÇETİN KALBURAN, MURAT KANTAR, Mustafa Atahan YILMAZ, SELÇUK BURAK HAŞILOĞLU

SERVQUAL BEKLENTİ ANKETİNDE GEÇMİŞ DENEYİM SORGULANMALI MIDIR?1

Beklenen hizmet, algılanan hizmet kalitesinin belirlenmesinde önemli bir unsurdur. Deneyim, ağızdan ağıza iletişim, kişisel ihtiyaçlar ve işletmenin dışarıdaki iletişimi ise tüketicinin hizmete yönelik beklentisini etkileyen faktörlerdir. Bu çalışmada ilgili faktörlerden deneyim üzerine odaklanılmış ve hizmete ilişkin beklenti üzerinde geçmiş deneyimin öneminin varlığını tespit etmek amaçlanmıştır. Bu amaçla, Türk Hava Yolları'na (THY) yönelik olarak SERVQUAL ölçeğinin beklenti anketinden yararlanılmış ve hizmeti daha önce alan ile hiç almayanın o hizmet hakkındaki beklentileri arasındaki farklılık testine bakılmıştır. Araştırma kapsamında 176 öğrenciden elde edilen anket verileri analiz edilmiştir. Araştırmanın ilk bulgusu, geçmiş deneyim ile genel hizmet beklentisi (bir bütün olarak SERVQUAL beklenti anketi) arasında istatistiksel açıdan anlamlı bir farklılığın olmadığı yönündedir. Bu bağlamda ortaya çıkan bir diğer sonuç, geçmiş deneyim açısından sınıflandırılan üç grubun arasında (aynı hizmeti aynı işletmeden daha önce almış olmak, aynı hizmeti farklı işletmeden daha önce almış olmak, daha önce böyle bir hizmet almamış olmak) genel hizmet beklentisi açısından anlamlı bir farklılık olmadığı yönündedir. Son söz olarak, gelecekteki çalışmalarda araştırmacıların analizlerinde geçmiş deneyim faktörüne yer vermeleri uygun olacaktır

SHOULD PAST EXPERIENCE BE QUESTIONED IN SERVQUAL EXPECTATION SURVEY?

Expected service is an important factor in determining the perceived service quality. Experience, word-of-mouth, personal needs, and external communication of company are factors that affect consumer’s expectations for service. This study focuses on the experience, one of relevant factors, and aims to detect the presence of the importance of past experience in service expectation. To that end, expectation questionnaire of SERVQUAL scale was used for Turkish Airlines (THY) and difference between expectations of people who got service before and expectations of people who never got service was tested. Data obtained from 176 students were analyzed. Initial findings of the study are that the difference between past experience and expectation questionnaire of SERVQUAL scale is not statistically meaningful. In this context, another result is that all the three groups classified in terms of past experience have almost the same service expectation with regards to expectation questionnaire of SERVQUAL scale. The reason of weakness of the impact of past experience is thought to result from intensive execution of marketing communication and social responsibility projects by THY. Finally, including the past experience factor in the analysis of the researchers would be appropriate

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