You are here

Home » Content

SERVQUAL BEKLENTİ ANKETİNDE GEÇMİŞ DENEYİM SORGULANMALI MIDIR?

SHOULD PAST EXPERIENCE BE QUESTIONED IN SERVQUAL EXPECTATION SURVEY?

Journal Name:

  • Pazarlama ve Pazarlama Araştırmaları Dergisi

Publication Year:

  • 2017

Key Words:

Keywords (Original Language):

Author NameUniversity of Author
Abstract (2. Language): 
Expected service is an important factor in determining the perceived service quality. Experience, word-of-mouth, personal needs, and external communication of company are factors that affect consumer’s expectations for service. This study focuses on the experience, one of relevant factors, and aims to detect the presence of the importance of past experience in service expectation. To that end, expectation questionnaire of SERVQUAL scale was used for Turkish Airlines (THY) and difference between expectations of people who got service before and expectations of people who never got service was tested. Data obtained from 176 students were analyzed. Initial findings of the study are that the difference between past experience and expectation questionnaire of SERVQUAL scale is not statistically meaningful. In this context, another result is that all the three groups classified in terms of past experience have almost the same service expectation with regards to expectation questionnaire of SERVQUAL scale. The reason of weakness of the impact of past experience is thought to result from intensive execution of marketing communication and social responsibility projects by THY. Finally, including the past experience factor in the analysis of the researchers would be appropriate.
Bookmark/Search this post with
Abstract (Original Language): 
Beklenen hizmet, algılanan hizmet kalitesinin belirlenmesinde önemli bir unsurdur. Deneyim, ağızdan ağıza iletişim, kişisel ihtiyaçlar ve işletmenin dışarıdaki iletişimi ise tüketicinin hizmete yönelik beklentisini etkileyen faktörlerdir. Bu çalışmada ilgili faktörlerden deneyim üzerine odaklanılmış ve hizmete ilişkin beklenti üzerinde geçmiş deneyimin öneminin varlığını tespit etmek amaçlanmıştır. Bu amaçla, Türk Hava Yolları’na (THY) yönelik olarak SERVQUAL ölçeğinin beklenti anketinden yararlanılmış ve hizmeti daha önce alan ile hiç almayanın o hizmet hakkındaki beklentileri arasındaki farklılık testine bakılmıştır. Araştırma kapsamında 176 öğrenciden elde edilen anket verileri analiz edilmiştir. Araştırmanın ilk bulgusu, geçmiş deneyim ile genel hizmet beklentisi (bir bütün olarak SERVQUAL beklenti anketi) arasında istatistiksel açıdan anlamlı bir farklılığın olmadığı yönündedir. Bu bağlamda ortaya çıkan bir diğer sonuç, geçmiş deneyim açısından sınıflandırılan üç grubun arasında (aynı hizmeti aynı işletmeden daha önce almış olmak, aynı hizmeti farklı işletmeden daha önce almış olmak, daha önce böyle bir hizmet almamış olmak) genel hizmet beklentisi açısından anlamlı bir farklılık olmadığı yönündedir. Son söz olarak, gelecekteki çalışmalarda araştırmacıların analizlerinde geçmiş deneyim faktörüne yer vermeleri uygun olacaktır.
FULL TEXT (PDF): 
PDF icon arastirmax-servqual-beklenti-anketinde-gecmis-deneyim-sorgulanmali-midir.pdf
  • 20
121
134
  • Turkish

REFERENCES

References: 

Awasthi, A., Chauhan, S. S., Omrani, H. ve Panahi, A. (2011). A Hybrid Approach
Based On SERVQUAL and Fuzzy TOPSIS for Evaluating Transportation
Service Quality. Computers & Industrial Engineering, 61(3): 637-646.
Berry, L. L., Zeithaml, V. A. ve Parasuraman, A. (1985). Quality Counts in
Services, Too. Business Horizons, 28(3): 44–52.
Boulding, W., Kalra, A., Staelin, R. ve Zeithaml, V. A. (1993). A Dynamic Process
Model of Service Quality: From Expectations to Behavioral Intentions.
Journal of Marketing Research, 30(1): 7-27.
Buttle, F. (1996). SERVQUAL: Review, Critique, Research Agenda. European
Journal of Marketing, 30(1): 8-32.
Buttle, F. A. (1998). Word of Mouth: Understanding and Managing Referral
Marketing. Journal of Strategic Marketing, 6(3): 241-254.
Chau, V. S. ve Kao, Y. Y. (2009). Bridge Over Troubled Water or Long and
Winding Road?. Managing Service Quality: An International Journal,
19(1): 106-134.
Hussain, R., Nasser, A. A. ve Hussain, Y. K. (2015). Service Quality and Customer
Satisfaction of A UAE-Based Airline: An Empirical İnvestigation. Journal
of Air Transport Management, 42: 67-175.
Ladhari, R. (2009). A Review of Twenty Years Of SERVQUAL Research.
International Journal of Quality and Service Sciences, 1(2): 172-198.
Ofir, C. ve Simonson, I. (2007). “The Effect of Stating Expectations On Customer
Satisfaction and Shopping Experience. Journal of Marketing Research,
44(1): 164-174.
Pakdil, F. ve Aydın, Ö. (2007). Expectations and Perceptions in Airline Services:
An Analysis Using Weighted SERVQUAL Scores. Journal of Air Transport
Management, 13: 229-237.
Pakdil, F. ve Kurtulmuşoğlu, F. B. (2014). Improving Service Quality in
Highway Passenger Transportation: A Case Study Using Quality Function
Deployment. European Journal of Transport and Infrastructure Research,
14(4): 375-393.
Pantouvakis, A., Chlomoudis, C. ve Dimas, A. (2008). Testing The SERVQUAL
Scale in The Passenger Port Industry: A Confirmatory Study. Maritime
Policy & Management, 35(5): 449-467.
Parasuraman, A., Zeithaml, V. A. ve Berry, L. L. (1985). A Conceptual Model
of Service Quality and Its Implications for Future Research. Journal of
Marketing, 49(4): 41-50.
134 Pazarlama ve Pazarlama Araştırmaları Dergisi, Sayı: 20, Temmuz 2017, ss. 121-134
Parasuraman, A., Berry, L. L. ve Zeithaml, V. A. (1991a). Perceived Service Quality
As A Customerbased Performance Measure: An Empirical Examination of
Organizational Barriers Using An Extended Service Quality Model. Human
Resource Management, 30(3): 335-64.
Parasuraman, A., Berry, L. L. ve Zeithaml, V. A. (1991b), “Refinement and
Reassessment of The SERVQUAL Scale. Journal of Retailing, 67(4): 420-
450.
Parasuraman, A., Berry, L. L. ve Zeithaml, V. A. (1993). Research Note: More
On Improving Service Quality Measurement. Journal of Retailing, 69(1):
140-147.
Parasuraman, A., Zeithaml, V. A. & Berry, L. L. (1988). SERVQUAL: A Multiple-
Item Scale for Measuring Consumer Perceptions of Service Quality. Journal
of Retailing, 64(1): 12-40.
Parasuraman, A., Zeithaml, V. A. ve Berry, L. L. (1994a). Reassessment of
Expectations As A Comparison Standard in Measuring Service Quality:
Implications for Future Research. Journal of Marketing, 58(1): 111-24.
Parasuraman, A., Zeithaml, V. A. ve Berry, L. L. (1994b). Alternative Scales
for Measuring Service Quality: A Comparative Assessment Based On
Psychometric and Diagnostic Criteria. Journal of Retailing, 70(3): 201-230.
Richins, M. L. (1983). Negative Word-of-Mouth by Dissatisfied Consumers: A
Pilot Study. The Journal of Marketing, 47(1): 68-78.
Tsang, N. K. F., Lee, L. Y. S., Wong, A. ve Chong, R. (2012). THEMEQUALAdapting
the SERVQUAL Scale to Theme Park Services: A Case of Hong
Kong Disneyland. Journal of Travel & Tourism Marketing, 29(5): 416-429.
Turkish Airlines. http://www.turkishairlines.com/tr-tr/kurumsal/basin-odasi/
sikca-sorulan-sorular (23.02.2015).
Urban, W. (2010). Customers’ Experiences As A Factor Affecting Perceived
Service Quality. Economics and Management, 15: 820-826.
Zeithaml, V. A., Parasuraman, A. ve Berry, L. L. (1993). The Nature and
Determinants of Customer Expectations of Service. Journal of the Academy
of Marketing Science, 21(1): 1-12.

Thank you for copying data from http://www.arastirmax.com