Research Article
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Hizmet Sektöründe Tekrar Satın Alma Niyeti Üzerine Bir Araştırma

Year 2016, Volume: 20 Issue: 2, 41 - 52, 30.12.2016

Abstract

Günümüzde hizmet sektörü büyük bir önem kazanmaktadır. Hizmet sağlayıcılarının artan rekabet ortamında
başarıya ulaşabilmelerinde önemli faktörlerden birisi de farklı hizmet sınıfları çerçevesinde şekillenen tüketici
davranışlarını anlayabilmektir. Bu doğrultuda insana ve mallara yönelik hizmetler açısından fiziksel kanıtlar,
çalışanlar ve sürecin, memnuniyet ve algılanan kaliteye, memnuniyet ve algılanan kalitenin de tekrar satın alma
niyetine etkisi ölçülmek istenmiştir. Çalışma sonucunda elde edilen bulgulara göre hem insanlara hem de mallara
yönelik hizmetlerde, fiziksel kanıtlar, çalışanlar ve süreç değişkenlerinin müşteri memnuniyeti ve algılanan kalite
üzerinde anlamlı ve olumlu yönde etkisi vardır. Ayrıca, her iki hizmet türünde de hem müşteri memnuniyeti hem
de algılanan kalitenin, tekrar satın alma niyeti üzerinde anlamlı ve olumlu etkisinin olduğu tespit edilmiştir.

References

  • Bitner, M. J. (1990). Evaluating service encounters: the effects of physical surroundings and employee responses. The Journal of Marketing, 69-82.
  • Bitner, M. J. (1991). The evolution of the services marketing mix and its relationship to service quality. Brown, S., Gummesson, E., Edvardsson, B. and Gustavsson, B., Service Quality: A Multidisciplinary and Multinational Perspective, Lexington Books, New York, NY, 23-37.
  • Grönroos, C. (1988). Service quality: The six criteria of good perceived service. Review of business, 9(3), 10.
  • Grönroos, C. (2006). Adopting a service logic for marketing. Marketing theory, 6(3), 317-333.
  • Ha, H. Y., K. Akamavi, R., J. Kitchen, P., & Janda, S. (2014). Exploring key antecedents of purchase intentions within different services. Journal of Services Marketing, 28(7), 595-606.
  • Hellier, P. K., Geursen, G. M., Carr, R. A., & Rickard, J. A. (2003). Customer repurchase intention: A general structural equation model. European journal of marketing, 37(11/12), 1762-1800.
  • Hennig-Thurau, T. (2004). Customer orientation of service employees: Its impact on customer satisfaction, commitment, and retention. International Journal of Service Industry Management, 15(5), 460-478.
  • Kuo, Y. F., Wu, C. M., & Deng, W. J. (2009). The relationships among service quality, perceived value, customer satisfaction, and post-purchase intention in mobile value-added services. Computers in human behavior, 25(4), 887-896.
  • Lee, H., Lee, Y., & Yoo, D. (2000). The determinants of perceived service quality and its relationship with satisfaction. Journal of services marketing, 14(3), 217-231.
  • Lovelock, C. H. (1996),Services Marketing, Third Edition, Prentice Hall, Inc. McCarthy, E. J., & Perreault, W. D. (1988). Essentials of Marketing, Fourth Edition, Irwin.
  • Oh, H. (1999). Service quality, customer satisfaction, and customer value: A holistic perspective. International Journal of Hospitality Management, 18(1), 67-82. Wirtz, J., Chew, P., & Lovelock, C., (2012). Essentials of Services Marketing, 2nd Edition, Pearson
  • Yelkur, R. (2000). Customer satisfaction and the services marketing mix. Journal of Professional Services Marketing, 21(1), 105-115.
  • Yoo, B., Donthu, N., & Lee, S. (2000). An examination of selected marketing mix elements and brand equity. Journal of the academy of marketing science, 28(2), 195-211.
  • Zeithaml, V. A., Parasuraman, A., & Berry, L. L. (1985). Problems and strategies in services marketing. The Journal of Marketing, 33-46.
Year 2016, Volume: 20 Issue: 2, 41 - 52, 30.12.2016

Abstract

References

  • Bitner, M. J. (1990). Evaluating service encounters: the effects of physical surroundings and employee responses. The Journal of Marketing, 69-82.
  • Bitner, M. J. (1991). The evolution of the services marketing mix and its relationship to service quality. Brown, S., Gummesson, E., Edvardsson, B. and Gustavsson, B., Service Quality: A Multidisciplinary and Multinational Perspective, Lexington Books, New York, NY, 23-37.
  • Grönroos, C. (1988). Service quality: The six criteria of good perceived service. Review of business, 9(3), 10.
  • Grönroos, C. (2006). Adopting a service logic for marketing. Marketing theory, 6(3), 317-333.
  • Ha, H. Y., K. Akamavi, R., J. Kitchen, P., & Janda, S. (2014). Exploring key antecedents of purchase intentions within different services. Journal of Services Marketing, 28(7), 595-606.
  • Hellier, P. K., Geursen, G. M., Carr, R. A., & Rickard, J. A. (2003). Customer repurchase intention: A general structural equation model. European journal of marketing, 37(11/12), 1762-1800.
  • Hennig-Thurau, T. (2004). Customer orientation of service employees: Its impact on customer satisfaction, commitment, and retention. International Journal of Service Industry Management, 15(5), 460-478.
  • Kuo, Y. F., Wu, C. M., & Deng, W. J. (2009). The relationships among service quality, perceived value, customer satisfaction, and post-purchase intention in mobile value-added services. Computers in human behavior, 25(4), 887-896.
  • Lee, H., Lee, Y., & Yoo, D. (2000). The determinants of perceived service quality and its relationship with satisfaction. Journal of services marketing, 14(3), 217-231.
  • Lovelock, C. H. (1996),Services Marketing, Third Edition, Prentice Hall, Inc. McCarthy, E. J., & Perreault, W. D. (1988). Essentials of Marketing, Fourth Edition, Irwin.
  • Oh, H. (1999). Service quality, customer satisfaction, and customer value: A holistic perspective. International Journal of Hospitality Management, 18(1), 67-82. Wirtz, J., Chew, P., & Lovelock, C., (2012). Essentials of Services Marketing, 2nd Edition, Pearson
  • Yelkur, R. (2000). Customer satisfaction and the services marketing mix. Journal of Professional Services Marketing, 21(1), 105-115.
  • Yoo, B., Donthu, N., & Lee, S. (2000). An examination of selected marketing mix elements and brand equity. Journal of the academy of marketing science, 28(2), 195-211.
  • Zeithaml, V. A., Parasuraman, A., & Berry, L. L. (1985). Problems and strategies in services marketing. The Journal of Marketing, 33-46.
There are 14 citations in total.

Details

Primary Language Turkish
Journal Section Research Articles
Authors

Hilal İnan

Deniz Zeren

Hatice Doğan

Publication Date December 30, 2016
Submission Date December 1, 2016
Published in Issue Year 2016 Volume: 20 Issue: 2

Cite

APA İnan, H., Zeren, D., & Doğan, H. (2016). Hizmet Sektöründe Tekrar Satın Alma Niyeti Üzerine Bir Araştırma. Çukurova Üniversitesi İktisadi Ve İdari Bilimler Fakültesi Dergisi, 20(2), 41-52.