HİZMET KALİTESİÖLÇÜM MODELLERİ SERVQUAL VE SERPERF’İN KARŞILAŞTIRMALI ANALİZİ

Bu çalışmanın temel amacıhizmet kalitesi literatüründe tartışılan bazıkonulara farklıbir kültürden, Türkiye’den bulgularla yeni kanıtlar sağlamaktır. Bu amaç çerçevesinde çalışmada genel kabul görmüşhizmet kalitesi ölçüm modelleri SERVQUAL ve SERPERF’in güvenilirliği ve geçerliliği sınanmış, modellerin boyutsal oluşumlarıve hizmet kalitesini ölçmede hangisinin daha güçlü olduğu araştırılmıştır. Araştırmada 440 banka müşterisinden toplanan verilerle AMOS 6.0 kullanılarak doğrulayıcıfaktör analizi yürütülmüştür. Analiz sonuçlarıSERVQUAL ve SERPERF modellerinin istatistiksel olarak geçerli ve güvenilir olduğunu ve SERPERF modelinin hizmet kalitesinin boyutlarınıaçıklamada SERVQUAL modeline göre kısmen daha güçlü olduğunu göstermiştir. Ayrıca SERPERF modelinin tek boyutlu olmadığı, SERVQUAL modeli gibi beşboyuta sahip olduğu tespit edilmiştir.

Anahtar Kelimeler:

Hizmet Kalitesi, SERPERF, SERVQUAL, DoğrulayıcıFaktör Analizi

The aim of this study is to provide new evidences about some issues debated in the service quality literature in the light of findings from a different culture, Turkey. To this end, in this study, the reliability and validity of generally accepted service quality measurement models, SERVQUAL and SERVPERF have been tested, and the dimensional formations of the models and their performance in measuring service quality have been examined. In the research, confirmative factor analysis has been carried out with the data obtained from 440 bank clients using AMOS 6.0. The results have shown that both SERVQUAL and SERVPERF models are statistically valid and reliable, and that SERVPERF model is partially performed better than SERVQUAL in explaining the dimensions of service quality. Moreover, it has also been seen that SERVPERF model is not a single-dimensional model; rather it has five dimensions similar to SERVQUAL model

Keywords:

Service Quality, SERPERF, SERVQUAL, Confirmatory Factor Analysis,

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