HİZMET KİŞİSEL DEĞERİ, HİZMET DEĞERİ, TATMİN VE SADAKAT ARASINDAKİ İLİŞKİ: ÖZEL HASTANELERDE BİR ÖN ÇALIŞMA

Hizmet ve değer, deneyimsel bir hizmet çevresindeki iki ayrılmaz kavramdır. Hizmet kişisel değeri tüketici perspektifinden öznel olarak değerlendirilen bir kavram olup, hizmet değeri, müşteri tatmini ve sadakati ile ilişkilidir. Bu bağlamda, bu araştırmanın amacı; hizmet kişisel değerleri, hizmet değeri, tatmin ve sadakat arasındaki ilişkileri incelemektir. Veriler, kolayda örneklem yöntemi kullanılarak özel hastanelerden hizmet alan kişilerden (250) elde edilmiştir. Üç boyutu kapsayan (barışçıl yaşam, sosyal tanınmışlık ve sosyal bütünleşme) hizmet kişisel değerleri ve iki boyutu kapsayan (süreç ve sonuç) hizmet değeri Lages ve Fernandes (2005), Hau ve Thuy (2012)’dan uyarlanmıştır. Tatmin ve sadakate ilişkin ifadeler Oliver (1997) and Zeithaml vd. (1996)’ye göre düzenlenmiştir. Ölçeklerin geçerlilik ve güvenilirliğini test etmek amacıyla doğrulayıcı faktör analizi (DFA) kullanılmıştır. Daha sonra ise, Lisrel 8.80 paket programı ile yapısal eşitlik modeli (YEM) oluşturulmuş ve test edilmiştir. Araştırmanın sonucu; hizmet kişisel değerleri, hizmet değeri, tatmin ve sadakat arasında anlamlı bir ilişki olduğunu ortaya koymaktadır. Hizmet değeri, tatmin ve sadakat üzerinde tam aracılık görevi görmektedir. Bu araştırmanın sonuçları, özel hastane yöneticilerinin sağlık hizmeti, tatmin ve sadakate ilişkin stratejileri iyi bir biçimde nasıl tasarlamaları gerektiği konusunda çıkarımlar sağlamaktadır.

Anahtar Kelimeler:

Hizmet kişisel değeri, hizmet değeri, yaşam tatmini, sadakat, hastane hizmeti

RELATIONSHIP AMONG SERVICE PERSONAL VALUES, SERVICE VALUE, SATISFACTION AND LOYALTY: A PRELIMINARY STUDY IN PRIVATE HOSPITALS

Service and value are the two inseparable concepts in experiential service environment. Service personal value is a concept that is subjectively assessed from a consumer perspective, and is associated with service value, consumer satisfaction and loyalty. In this context, the purpose of this study was to examine the relationships between services personal values, service value, satisfaction, and loyalty. Data were collected from persons (250) receiving services from private hospitals using convenience sampling method. The scales of service personal values involving three dimensions (peaceful life, social recognition and social integration) and service value comprising two dimensions (outcome and process) were adapted from Lages and Fernandes (2005), Hau and Thuy (2012). The items of satisfaction and loyalty were adjusted from Oliver (1997) and Zeithaml et al. (1996). Confirmatory factor analysis (CFA) was used to investigate validity and reliability of the scales. Then, a structural equation model (SEM) was developed and tested using data with Lisrel 8.80 software. The results of the study indicates significant relationships between services personal values, service value, satisfaction, and loyalty. Service value have a full mediator effect on satisfaction and loyalty. The results of the study have significant implications as to how well private hospital managers design strategies of health service, satisfaction, and loyalty.

Keywords:

Service personal value, service value, life satisfaction, loyalty, hospital service,

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