BİLİŞSEL VE DUYUŞSAL HİZMET KALİTESİNİN TÜKETİCİNİN DEĞİŞTİRME NİYETİ ÜZERİNE ETKİSİ VE DEĞİŞTİRME MALİYETİNİN ILIMLAŞTIRICI ROLÜ: ÜNİVERSİTE ÖĞRENCİLERİ ÜZERİNE BİR ARAŞTIRMA

Bu çalışmada bilişsel ve duyuşsal hizmet kalitesinin tüketicinin değiştirme niyeti üzerine etkileri ile değiştirme maliyetinin ılımlaştırıcı rolü araştırılmıştır. Bu amaçla, üniversite çağındaki öğrenciler üzerinde keşifsel bir araştırma yapılmış, elde edilen veriler PLS tabanlı yapısal eşitlik modellemesiyle test edilmiştir. Analiz bulguları göstermektedir ki, bilişsel ve duyuşsal hizmet kalitesi tüketicinin değiştirme niyetini olumlu etkilemektedir. Ancak duyuşsal hizmet kalitesi tüketicinin değiştirme niyeti üzerinde daha çok anlamlıdır. Yine bilişsel hizmet kalitesi, duyuşsal hizmet kalitesini doğrudan, duyuşsal hizmet kalitesi üzerinden de tüketicinin değiştirme niyetini dolaylı olarak etkilemektedir. Değiştirme maliyeti ise duyuşsal hizmet kalitesi ile tüketicinin değiştirme niyeti arasında ılımlaştırıcı role sahiptir. Elde edilen bulgular, hizmet kalitesi ve değiştirme davranışı literatürüne katkı sağlayabilecektir.

Anahtar Kelimeler:

: Bilişsel Hizmet Kalitesi, Duyuşsal Hizmet Kalitesi, Değiştirme Maliyeti

THE INFLUENCE OF THE COGNITIVE AND AFFECTIVE SERVICE QUALITY ON CONSUMERS' SWITCHING INTENTIONS AND THE MODERATING ROLE OF SWITCHING COSTS

In this study, the effects of the cognitive and affective quality of service on the consumers' switching intentions and the moderating roles of switching cost was investigated. For this purpose, an exploratory study was carried out on students in the university age and the obtained data were tested by PLS-based structural equation modeling. Findings of analysis show that cognitive and affective quality of service have positively influenced to consumers' switching intentions, but affective service quality was more significant. Also, cognitive service quality has directly influenced to affective service quality and the indirectly affected to consumers' switching intentions via affective service quality. The switching cost has been found to have a moderating role between affective service quality and consumers' switching intentions. These findings may contribute to the literature on service quality and switching behavior.

Keywords:

Cognitive Service Quality Affective Service Quality, Switching Cost, PLS Based Structural Equation Modeling,

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