Katılım bankalarının hizmet kaliteleri ile katılım bankası müşterilerinin banka bağlılıkları arasındaki ilişkide müşteri memnuniyetinin aracılık rolünün analizi

Yıl 2023, , 1242 - 1260, 31.07.2023

Salih Aydın

https://doi.org/10.11616/asbi.1271506

Öz

Katılım bankalarının diğer hizmet işletmelerinde olduğu gibi sektörde devamlılığını sağlaması için kendilerine bağlı müşteri portföyünü genişletmesi gerekmektedir. Bu çalışmada müşterilerin katılım bankalarına bağlılıkları için ön koşulun katılım bankalarının hizmet kalitesi ile müşteri memnuniyetini sağlaması mıdır, sorusuna cevap aranmıştır. Hizmet kalitesi ile müşteri memnuniyeti sağlanarak müşteri bağlılığı oluşturulabilir mi? müşteri memnuniyetinin müşteri bağlılığının gelişmesindeki aracılık rolü nedir? gibi sorular araştırmanın sorularıdır. Bu kapsamda hazırlanan anket formu tesadüfi örneklem yardımı ile katılım bankası müşterilerine gönderilmiş ve 257 kişiden cevap alınmıştır. Verilerin analizinde PLS-SEM programından yararlanılmıştır. Çalışma sonucunda hizmet kalitesinin müşteri bağlılığı üzerinde direkt etkisine rastlanılmamıştır. Ancak dolaylı anlamda hizmet kalitesi ile müşteri memnuniyeti, müşteri memnuniyeti ile müşteri bağlılığı arasında pozitif anlamda ilişki tespit edilmiştir. Aracılık rolü ile ilgili literatürde yer alan Zhao vd., (2010)’ne göre bu sonuçlar doğrultusunda katılım bankalarının hizmet kalitesi ile müşteri bağlılığı arasında müşteri memnuniyetinin tam aracılık rolü vardır. Zhao vd., (2010) çalışmalarında geliştirilen model ile çalışmada elde edilen sonuç örtüşmektedir. Çalışmada müşterilerin öncelikle sunulan hizmetle memnun edilmesi gerektiği, memnun olan müşterilerin ise banka bağlılıklarının oluşacağı sonucu elde edilmiştir.

Anahtar Kelimeler

Katılım Bankası, Müşteri Memnuniyeti, Hizmet Kalitesi, Müşteri Bağlılığı

Analysis of the Intermediary Role of Customer Satisfaction in the Relationship between Service Quality of Participation Banks and Bank Loyalty of Participation Bank Customers

Öz

Participation banks, as in other service businesses, need to expand their customer portfolio in order to ensure their continuity in the sector. In this study, an answer has been sought to the question of whether the prerequisite for customers' loyalty to participation banks is the service quality of participation banks and customer satisfaction. Can customer loyalty be created by providing customer satisfaction with service quality? What is the mediating role of customer satisfaction in the development of customer loyalty? Questions like these are the questions of the research. The questionnaire form prepared in this context was sent to participation bank customers with the help of random sampling and 257 people answered. PLS-SEM program was used in the analysis of the data. As a result of the study, no direct effect of service quality on customer loyalty was found. However, an indirect positive relationship was found between service quality and customer satisfaction, and between customer satisfaction and customer loyalty. According to Zhao et al., (2010) in the literature on the intermediary role, in line with these results, customer satisfaction has a full mediating role between the service quality of participation banks and customer loyalty. The model developed in the study of Zhao et al., (2010) and the result obtained in the study overlap. In the study, it was concluded that the customers should be satisfied with the service offered first, and that the satisfied customers would be loyal to the bank

Anahtar Kelimeler

Participation bank, Service quality, Customer loyalty, Customer satisfaction

Kaynakça

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