Bülent DEMİRAĞ, Kazım DAĞ, Sinan ÇAVUŞOĞLU

Müşteri Tatmini ve Marka Değiştirme Niyeti: Türkiye’de Mobil Hizmetler Üzerine Bir Çalışma

Mobil abone sayısının yaklaşık 81,8 milyona ulaştığı Türkiye’de, sektörel rekabetin yaşandığı ve teknolojideki değişimlere bağlı olarak müşterilerin elde tutulması ve yeni müşterileri çekme söz konusu olduğunda, bu alandaki hizmet sağlayıcılar, pazarda önemli bir yere sahiptir. BTK’nın 2020 birinci çeyrek verilerine göre, yaklaşık 3,6 milyon abone, numarasını taşımış olup bugüne kadar taşınan numara sayısı toplamda yaklaşık 139,5 milyon olarak açıklanması, sektörel düzeyde müşteri tatmini ve marka değişikliğini daha yakından inceleme açısından araştırmacıları teşvik etmektedir. Araştırma, müşteri tatmini ile marka değiştirme niyeti arasındaki ilişkinin yanı sıra hizmet kalitesi, hizmet fiyatlandırması, müşteri hizmetleri ve katma değerli hizmetlerin müşteri tatmini ile olan ilişkisini araştırma amacıyla gerçekleştirilmiştir. Araştırmanın evrenini Türkiye’de GSM operatörlerini kullanan tüketiciler oluşturmaktadır. Araştırma kapsamında tesadüfi olmayan örneklemelerden ‘kolayda örneklem’ yöntemi uygulanmıştır. Evreni temsil edebileceği göz önünde bulundurularak örneklem sayısı ise 420 anket formunda yer alan verilerden yola çıkarak değerlendirilmiştir. Bu çalışmada kullanılan anket yöntemi için Bingöl Üniversitesi Etik Kurulu’ndan 30/10/2020 tarihli ve E./19937 nolu toplantısında 92342550/044/ sıra sayılı kararı ile izin alınmıştır. Önerilen yapısal modeli test etmek için kısmi en küçük karelere dayalı yapısal eşitlik modeli Smart PLS 3.0 (PLS-SEM) kullanılmıştır. Araştırma modelinin geçerliliğini belirlemek için yapı, ayrım ve uyum geçerlilikleri incelenmiştir. Araştırmada ölçülmesi amaçlanan hipotezlerin testi için bootstrapping tekniği uygulanmıştır. Yol analizi sonuçları incelendiğinde hizmet kalitesinin, hizmet fiyatlandırmasının, müşteri hizmetlerinin ve katma değerli hizmetlerin müşteri tatminini pozitif yönde etkilediği tespit edilmiştir. Ayrıca müşteri tatmininin marka değiştirme niyeti üzerinde negatif etkisi olduğu yapılan analizler sonucunda tespit edilmiştir. Anahtar Kelimeler: Pazarlama, Hizmet Kalitesi, Müşteri Hizmetleri, Hizmet Fiyatı, Katma Değerli Hizmetler, Telekomünikasyon Sektörü.

Customer Satisfaction and Brand Switching Intention: A Study on Mobile Services in Turkey

Mobile subscriber numbers of in Turkey, where about 81.8 million strong, is experiencing the sectoral competition and has retention of customers due to changes in technology and new customers to pull in a significant market service providers in this field is concerned. According to BTK's data for the first quarter of 2020, approximately 3.6 million subscribers have carried their numbers, and the fact that the number of transferred numbers is approximately 139.5 million in total, encourages researchers to examine more closely the customer satisfaction and brand change at the sectoral level. The research was conducted to investigate the relationship between customer satisfaction and brand switching intention, as well as, the relationship between service quality, service pricing, customer service and value-added services with customer satisfaction. The universe of the research consists of consumers who use GSM operators in Turkey. Within the scope of the research, "convenience sampling" method was applied from non-random samples. Considering that it could represent the universe, the number of samples was evaluated on the basis of the data in 420 questionnaires. Permission for this study was obtained from the Ethics Committee of Bingöl University with the decision number 92342550/044/ at the meeting dated 30/10/2020 and numbered E./19937 of the relevant board. To test the proposed structural model, the structural equation model Smart PLS 3.0 (PLS-SEM) based on partial least squares was used. In order to determine the validity of the research model, the construct, distinction and coherence validities were examined. Bootstrapping technique was applied to test the hypotheses aimed to be measured in the study. When the path analysis results are examined, it has been determined that service quality, service pricing, customer service and value-added services positively affect customer satisfaction. In addition, it has been determined as a result of the analysis that customer satisfaction has a negative effect on the brand switching intention.

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ISSN: 2667-5617
Yayın Aralığı: Yılda 6 Sayı
Başlangıç: 2006
Yayıncı: ASOS Eğitim Bilişim Danışmanlık Otomasyon Yayıncılık Reklam Sanayi ve Ticaret LTD ŞTİ