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Hizmet Kalitesi Algılamalarının Müşteri Bağlılığına Etkisi ve Fast-Food Sektöründe Bir Araştırma

The Influence of Perceived Service Quality on Customer Loyalty and an Empirical Research in the Fast-Food Industry

Journal Name:

  • Kocaeli Üniversitesi Sosyal Bilimler Enstitüsü Dergisi

Publication Year:

  • 2009

Key Words:

Keywords (Original Language):

Author NameUniversity of AuthorFaculty of Author
Abstract (2. Language): 
The primary purpose of this research is to investigate the relationship between perceived service quality and customer commitment. The collateral aims are to construct a service quality scale specifically for the fast-food industry and to identify the service quality dimensions that influence customer commitment. The relationship be¬tween service quality and customer commitment is empirically examined in a fast-food industry, using a multiple regression model which utilizes commitment as its dependent variable. The major findings of the research can be summarized: service quality as an overall construct influences customer commitment and can explain nearly 53% of the variation in customer commitment. The service quality dimensions influencing customer commitment are past experiences, value, reliability, and food quality. Consequently im¬proving commitment of customers of fast-food firms.
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Abstract (Original Language): 
Bu çalışmanın birincil amacı algılanan hizmet kalitesi ile müşteri bağlılığı arasındaki ilişkiyi incelemektir. İkincil amaç, algılanan hizmet kalitesinin hangi boyutlarının müşteri bağlılığını etkilediğini belirlemektir. Fast-food sektöründe algılanan hizmet kalitesi ve müşteri bağlılığı arasındaki ilişki, bağımlı değişkeni müşteri bağlılığı olan bir çoklu regres-yon modeli kullanılarak ampirik biçimde ele alınmıştır. Çalışmanın başlıca bulguları şöyle özetlenebilir: algılanan hizmet kalitesi genel bir bütünlük içinde müşteri bağlılığını etki¬lemekte ve bağlılıktaki değişimlerin yaklaşık %53'ünü açıklamaktadır. Müşteri bağlılığını etkileyen hizmet kalitesi boyutları geçmiş deneyimler, değer, güvenilirlik ve yiyecek kali¬tesidir. Dolayısıyla, hizmet kalitesinin ve özellikle bu dört boyutun geliştirilmesi fast-food işletmeleri için daha fazla müşteri bağlılığı yaratmak anlamına gelebilir.
FULL TEXT (PDF): 
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  • Turkish

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