Suriye Menşeli Sağlık Hizmetlerine Yönelik Tüketici Irkçılığı ve Satın Alma Davranışlarına Etkisi: Türkiye Örneği

Bu araştırmada, Türk tüketicilerin Suriyelilerin sunduğu sağlık hizmetlerini nasıl değerlendirdiğinin, bu hizmetleri satın alma istekliliklerinin ve genel olarak Suriyelilerin sunduğu hizmetlere karşı tüketici ırkçılığı düzeyinde eğilimleri olup olmadığının tespit edilmesi amaçlanmıştır. Araştırma kapsamında tüketici ırkçılığı, satın alma istekliliği ve hizmet değerlendirmesi değişkenleri belirlenmiştir. Veriler Mersin ilinin Yenişehir ilçesindeki 302 katılımcıdan kolayda örnekleme yöntemiyle toplanmıştır. Araştırma kapsamında geliştirilen hipotezler yapısal eşitlik modeli ve hiyerarşik regresyon analizi uygulanarak test edilmiştir. Sonuçlara göre tüketici ırkçılığının hizmet değerlendirmesini ve hizmet satın alma istekliliğini olumsuz yönde, hizmet değerlendirmesinin ise hizmet satın alma istekliliğini olumlu yönde etkilediği görülmüştür. Tüketici ırkçılığı ve hizmet satın alma istekliliği arasındaki ilişkide hizmet değerlendirmesi ve sonucun önemi değişkenlerinin aracılık rolü olduğu, etkileşim düzeyi değişkeninin ise bu ilişkide düzenleyici rolünün olmadığı saptanmıştır.

Anahtar Kelimeler:

Tüketici Irkçılığı, Tüketici Davranışı, Hizmet Pazarlaması, Satın Alma İstekliliği, Hizmet Değerlendirmesi

Consumer Racism Against Syrian-Origin Health Services and Its Effect on Buying Behaviors: Turkish Case

In the study, it is aimed to determine how Turkish consumers evaluate the health services provided by Syrians, their willingness to buy these services, and whether there is a consumer racism tendency towards the services provided by Syrians in general. Within the scope of the research, the variables of consumer racism, willingness to buy and service judgment are determined. Data are collected from 302 participants in Yenişehir district of Mersin province by convenience sampling method. The hypotheses developed within the scope of the research are tested by applying the structural equation model and hierarchical regression analysis. According to the results, it is seen that consumer racism affects service judgment and willingness to buy services negatively, while service judgment positively affects service willingness to buy. It is determined that the variables of service judgment and importance of outcome have a mediating role in the relationship between consumer racism and willingness to buy services, while the level of interaction variable has no moderating role in this relationship.

Keywords:

Consumer Racism, Consumer Behavior, Services Marketing, Willingness to Buy, Service Judgment,

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