Ülker ERDOĞAN ARACI, Emrah Köksal SEZGİN

Müşteri Vatandaşlık Davranışı Ölçeğinin Geçerlilik ve Güvenilirlik Çalışması

Bu araştırmanın amacı, Yi ve Gong (2013) tarafından geliştirilen Müşteri Vatandaşlık Davranışı Ölçeğinin Türkçe versiyonunun gerçerlilik ve güvenilirlik analizlerini gerçekleştirmektir. Bu çalışmada müşteri vatandaşlık davranışı ölçeğinin Türkiye’de de yapı geçerliliği bağlamında test edilerek Türkçe’ye uyarlanması hedeflenmiştir. Araştırmanın örneklemi, İzmir ili 1. Sınıf restoran işletmelerinden hizmet satın alan 435 müşteriden oluşmaktadır. Veri setinin analizinde keşfedici ve doğrulayıcı faktör analizinden yararlanılmıştır. Keşfedici faktör analizi sonuçlarına göre, her bir maddenin faktör yükü .60’ın üzerindedir. Kaiser-Meyer-Olkin değeri .792, Bartlett Küresellik Testi için Ki-Kare: 2943,910, p değeri: ,000. olarak tespit edilmiştir. Özdeğerleri birin üzerinde olan 4 faktör, toplam varyansın .67.674’ünü açıklamaktadır. Cronbach's Alpha (güvenilirlik katsayısı) değeri ise .825 olarak hesaplanmıştır. Doğrulayıcı faktör analizi sonuçlarına göre ise, uyum iyiliği kriterleri çerçevesinde, modeldeki ilişkilerin örneklem verisi ile iyi derecede tutarlı olduğu bulunmuştur (Ki-Kare Uyum Testi (x2/sd) değeri; 2,91, CFI=0,94, NFI= 0,92, RMSA= 0,07, GFI= 0,94, AGFI= 0,91). AVE skorları 0,55 ile 0,78 arasında, bütünleşik güvenilirlik değerleri ise 0,81 ile 0,91 arasındadır. Ayrıca araştırma bulgularına göre, müşteriler sırasıyla en çok restoranı tavsiye etme ve restorana geribildirim sağlama davranışı göstermekte, daha sonra diğer müşterilere yardım etme, en az ise restoranı tolere etme davranışında bulunmaktadır. Yi ve Gong (2013) tarafından geliştirilmiş müşteri vatandaşlık davranışı ölçeğinin, İzmir ili 1. Sınıf restoran müşterileri örnekleminde, geçerlilik ve güvenilirliği test edilmiş, orjinal ölçek veri seti ile incelenmiş ve ölçeğin geçerli ve güvenilir olduğu tespit edilmiştir.

The Study of Validity and Reliability of Customer Citizenship Behavior Scale

The aim of this research is to perform the validity and reliability analyzes of the Turkish version of the Customer Citizenship Behavior Scale which is developed by Yi and Gong (2013). This study tested the validity of customer citizenship behavior scale in the context of the structure in Turkey is aimed to be adapted into Turkish.The sample of the study consists of 435 customers who purchased services from the 1st Class restaurant establishments in İzmir. In the analysis of the data set, exploratory and confirmatory factor analysis was used. According to the exploratory factor analysis results, the factor load of each item is over .60, The Kaiser-Meyer-Olkin Measure of sampling adequacy was .792 and the Bartlett’s Test of Sphericity was 2943,910 (p < .000). All factors with eigenvalues above one together explained 67.674% of the total variance. Cronbach's Alpha (coefficient of reliability) was calculated as .825. According to the confirmatory factor analysis results, within the framework of goodness of fit criteria, the relationships in the model were found to be well consistent with the sample data (Chi-Square Fit Test (x2 / sd) value; 2.91, CFI = 0.94, NFI = 0.92, RMSA = 0.07 GFI = 0.94, AGFI = 0.91). AVE scores are between 0.55 and 0.78 and composite reliability values are between 0.81 and 0.91. According to the findings of the research, customers show the behavior of recommending and providing feedback to the restaurant, then helping other customers and at least tolerating the restaurant. The validity and reliability of the customer citizenship behavior scale which is developed by Yi and Gong (2013), was tested in the 1st class restaurant customers sample of İzmir province, examined the original scale with data set and the scale is found to be valid and reliable.

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