Mobil İletişim Sektöründe Hizmet Tutsaklığı: Algılanan Hizmet Kalitesi ve Kurumsal İmajının Etkisi

Year 2023, , 729 - 757, 21.12.2023

Mehtap Odabaş Sargın , Ayla Özhan Dedeoğlu

https://doi.org/10.18657/yonveek.1206270

Abstract

Tüketiciler günlük hayatta kısıtlandığı bir hizmet ilişkisine girdiğinde kendisini tutsak hissetmektedir. Hizmet pazarlamasında ele alınan algılanan hizmet kalitesi ve kurumsal imaj kavramlarının hizmet tutsaklığıyla ilişkisi henüz yeterli düzeyde incelenmemiştir. Bu bağlamda, çalışma, müşterilerin hizmet kalitesi algısı ve kurumsal imaj değerlendirmelerinin seçenek eksikliği nedeniyle hissedilen hizmet tutsaklığına etkisini mobil iletişim sektörü özelinde belirlemeyi amaçlamaktadır. Bulgular, seçenek boyutu bakımından hizmet tutsaklığı duyguları üzerinde hizmet telafisi faktörü haricinde algılanan hizmet kalitesi ve kurumsal imajın genel olarak anlamlı etkisi olmadığını göstermektedir. Güç ve kontrol boyutu bakımından operatörün teknik performansının, müşteri hizmetleri performansının, hizmet telafisinin ve kurumsal imajının tüketicinin hizmet ilişkisine isteyerek girmesinde, operatöre duyulan güven, adil fiyat algısı ve kurumsal imajın tüketicinin hizmet ilişkisinden istediği zaman ayrılabilmesinde etkisinin olduğunu görülmektedir. Ses boyutu bakımından teknik performans haricindeki algılanan kalite boyutlarının ve kurumsal imajın hizmet tutsaklığı üzerinde anlamlı etkisi olduğu bulunmuştur. Çalışma algılanan hizmet kalitesi ve kurumsal imaj kavramlarını hizmet tutsaklığı bağlamında ele alarak hizmet pazarlaması literatürüne katkı sağlamaktadır.
Anahtar kelimeler: Hizmet Tutsaklığı, Algılanan Hizmet Kalitesi, Kurumsal İmaj, Mobil İletişim Sektörü
JEL Sınıflandırması: M30, M31, L96

Keywords

Hizmet Tutsaklığı, Algılanan Hizmet Kalitesi, Kurumsal İmaj, Mobil İletişim Sektörü

Service Captivity in the Mobile Communication Sector: The Effect of Perceived Service Quality and Corporate Image

Abstract

When consumers find themselves in a service relationship with restrictions, they experience a sense of captivity in their daily lives. The correlation between perceived service quality, corporate image, and service captivity has not been thoroughly explored in existing literature. This study aims to investigate how customers' perceptions of service quality and corporate image influence the sense of service captivity within the mobile communication sector. The findings indicate that, for the options dimension, perceived service quality and corporate image generally do not significantly impact feelings of service captivity, except for the service recovery factor. Regarding the power and control dimension, it was observed that technical performance of the operator, customer service performance, service recovery, and corporate image influence the consumer's willingness to initiate the service relationship. Additionally, trust in the operator, perception of fair pricing, and corporate image play a role in the consumer's inclination to terminate the service relationship. Lastly, within the voice dimension, perceived service quality dimensions, excluding technical performance and corporate image, demonstrated a significant effect on service captivity.
Key Words: Service Captivity, Perceived Service Quality, Corporate Image, Mobile Commnications Sector
JEL Classification: M30, M31, L96

Keywords

Service Captivity, Perceived Service Quality, Corporate Image, Mobile Commnications Sector

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