Endüstriyel Pazarlarda Algılanan Hizmet Kalitesi, Güven ve Memnuniyet Üzerine Bir Araştırma

Yıl 2023, Cilt: 7 Sayı: 2, 11 - 30, 30.12.2023

Melike Halifeoğlu

https://doi.org/10.33399/biibfad.1290780

Cited By: 1

Öz

Bu çalışmanın amacı, algılanan hizmet kalitesinin güven ile memuniyet üzerinde ve güvenin memnuniyet üzerinde bir etkisi olup olmadığını belirlemektir. Bu amaçla, endüstriyel pazarlarda faaliyet gösteren üretici işletmelerin tedarikçileryle ilgili hizmet kalite algıları, güven ve memnuniyetleri incelenmiştir. Çalışma Elazığ’daki 251 üretici işletme üzerinde gerçekleştirilmiştir. Çalışmada nicel araştırma desenlerinden tarama araştırma kullanılmıştır. Veri toplama yöntemi olarak anket, veri toplama aracı olarak anket formundan faydalanılmıştır. Veri analiz tekniklerinden Basit Doğrusal Regresyon kullanılmıştır. Uygunluğu kontrol edilen 246 anket formu veri analizlerine tabi tutulmuştur. Çalışma sonucunda algılanan hizmet kalitesinin tedarikçilere duyulan güven ve memuniyeti pozitif yönde ve orta düzeyde etkilediği, tedarikçilere duyulan güvenin de tedarikçilere duyulan memnuniyeti pozitif yönde ve kuvvetli düzeyde etkilediği belirlenmiştir.

Anahtar Kelimeler

algılanan hizmet kalitesi, güven, memnuniyet, endüstriyel pazar, alıcı-satıcı ilişkileri

A Study on Perceived Service Quality, Trust and Satisfaction in Industrial Markets

Öz

The purpose of this study is to determine whether perceived service quality has an effect on trust and satisfaction, and whether trust has an effect on satisfaction. For this purpose, service quality perceptions, trust and satisfaction of manufacturing enterprises operating in industrial markets about their suppliers were examined. The study was conducted on 251 manufacturing enterprises in Elazığ. Survey research, one of the quantitative research designs, was used in the study. A questionnaire was used as data collection method and a questionnaire form was used as a data collection tool. Simple Linear Regression was used as one of the data analysis techniques. The 246 questionnaire forms, which were checked for suitability, were subjected to data analysis. As a result of the study, it was determined that perceived service quality positively and moderately affects trust in suppliers and satisfaction, and trust in suppliers positively and strongly affects satisfaction with suppliers.

Anahtar Kelimeler

Perceived service quality, trust, satisfaction, industrial market, buyer-seller relationship

Kaynakça

• Akbaba, A., & Kılınç, İ. (2001). Hizmet kalitesi ve turizm işletmelerinde servqual uygulamaları. Anatolia Turizm Araştırmaları Dergisi, 162-168.
• AL-Mhasnah, A.M., Salleh, F., Afthanorhan, A. & Ghazali, P.L. (2018). The relationship between services quality and customer satisfaction among Jordanian healthcare sector. Management Science Letters, 8, 1413-1420.
• Ananth, A., Ramesh, R., & Prabaharan, B. (2011). Service quality gap analysis in private sector banks-a customers perspective. Indian Journal of Commerce & Management Studies, 2(1), 245-252.
• Anderson, J.C., & Narus, J.A. (1990). A model of distributor firm and manufacturer firm working relationships. Journal of Marketing, 54(1), 42-58.
• Angelova, B., & Zekiri, J. (2011). Measuring customer satisfaction with service quality using american customer satisfaction model (ACSI Model). International Journal of Academic Research In Business and Social Sciences, 1(3), 232-258.
• Arasli, H., Mehtap-Smadi, S., & Katircioglu, S.T. (2005). Customer service quality in the greek cypriot banking industry. Managing Service Quality, 15(1), 41-56.
• Arigata, I.M.D., Anggraini, N.P.N., & Ribek, P.K. (2022). The effect of service quality, price perception and trust on parents satisfaction at kartika mandala kindergarten in denpasar. International Journal of Tourism and Hospitality in Asia Pasific (IJTHAP), 5(1), 112-121.
• Asiati, D.I., Umar, H., & Sitinjak, T. (2019). The effects of service quality, image and trust on satisfaction and its impact on syari’ah bank customer loyalty in Palembang. Business and Economic Research, 9(1), 295-316.
• Augustyn, M., & Ho, S.K. (1998). Service quality and tourism. Journal of Travel Research, 37 (1), 71-75.
• Babakus, E., & Boller, G.W. (1992). An empirical assessment of the SERVQUAL scale. Journal of Business Research, 24(3), 253-268.
• Bambauer-Sachse, S., & Helbling, T. (2022). Acquiring professional service customers: do agile project methods increase the intention to choose an out-supplier?. Journal Of Busıness-To-Busıness Marketıng, 29(1), 1-18.
• Bowers, M.R., Swan, J.E., & Koehler, W.F. (1994). What attributes determine quality and satisfaction with health care delivery?. Health Care Management Review, 19(4), 49-55.
• Brahmbhatt, M., & Panelia, D. (2008). An assessment of service quality in banks. Global Management Review, 2(4), 37-41.
• Büyüköztürk, Ş. (2014). Sosyal bilimler için veri analizi el kitabı. 19.Baskı, Pegem Akademi.
• Can, A. (2017). SPSS ile bilimsel araştırma sürecinde nicel veri analizi. 5.Baskı, Pegem Akademi.
• Chen, C. F. (2008). Investigating structural relationships between service quality, perceived value, satisfaction, and behavioral intentions for air passengers: evidence from Taiwan. Transportation Research Part A: Policy and Practice, 42(4), 709-717.
• Chiao, Y.C., Chiu, Y.K., & Guan, J.L. (2008). Does the length of a customer-provider relationship really matter?. The Service Industries Journal, 28(5), 649-667.
• Chiou, J.S., & Droge, C. (2015). The effects of standardization and trust on franchisee's performance and satisfaction: a study on franchise systems in the growth stage. Journal of Small Business Management, 53(1),129–144.
• Cho, J.E., & Hu, H. (2009). The effect of service quality on trust and commitment varying across generations. International Journal of Consumer Studies, 33, 468-476.
• Choi, U.K. (2020). The effects of perceived medical service quality on patient satisfaction, hospital’s reputation and loyalty. Journal of The Korea Society of Computer and Information, 25(1), 177-185.
• Cronin, J.J., & Taylor, S.A. (1994). SERVPERF versus SERVQUAL: reconciling performance-based and perceptions-minus-expectations measurement of service quality. Journal of Marketing, 58(1), 125-131.
• Çöp, S., & Türkoğlu Önder, N. (2020). Konaklama işletmelerinde hizmet kalitesinin davranışsal niyetlere etkisinde algılanan otel imajının aracılık rolü. İşletme Araştırmaları Dergisi, 12(3), 3170-3186.
• Dehon, C., Weems, C.F., Stickle, T.R., Costa, N.M., & Berman, S.L. (2005). A cross-sectional evaluation of the factorial invariance of anxiety sensitivity in adolescents and young adults. Behaviour Research and Therapy, 43(6), 799-810.
• Evans, J.R., & Laskin, R.L. (1994). The relationship marketing process: a conceptualization and application. Industrial Marketing Management, 23(5), 439-452.
• Fornell, C. (1992). A national customer satisfaction barometer: the swedish experience. Journal of Marketing, 56(1), 6-21.
• Fornell, C., Johnson, M.D., Anderson, E.W., Cha, J., & Bryant, B.E. (1996). The american customer satisfaction index: nature, purpose, and findings. Journal of Marketing, 60(4), 7-18.
• Ganesan, S. (1994,). Determinants of long-term orientation in buyer-seller relationships. Journal of Marketing, 58(2), 1-19.
• George, D. & Mallery, M. (2010). SPSS for windows step by step: a simple guide and reference. 17.0 update (10th Edition), Pearson, Boston.
• Ghijsen, P., Semeijn, J., & Wang, A. (2009). Modern 3pl services in China: the role of trust. Journal of International Business and Economy, 10(2), 103-135.
• Ghobadian, A., Speller, S., & Jones, M. (1994). Service quality concepts and models. International Journal of Quality & Reliability Management, 11(9), 43-66.
• Grönroos, C. (1984). A service quality model and its marketing implications. European Journal of Marketing, 18(4), 36-44.
• Grönroos, C. (2015). Service management and marketing-managing the service profit logic. Fourth Edition, John Wiley & Sons Ltd., United Kingdom.
• Gustafsson, A., Johnson, M.D., & Roos, I. (2005). The effects of customer satisfaction, relationship commitment dimensions, and triggers on customer retention. Journal of Marketing, 69(4), 210-218.
• Gürbüz, S. (2021). AMOS ile yapısal eşitlik modellemesi temel ilkeler ve uygulamalı analizler. 2.Baskı, Seçkin Yayıncılık.
• Gürbüz, S. ve Şahin, F. (2018). Sosyal bilimlerde araştırma yöntemleri felsefe-yöntem-analiz. 5.Baskı, Seçkin Yayıncılık.
• Hammoud J., Bizri, R.M., & El Baba, I. (2018). The impact of e-banking service quality on customer satisfaction: evidence from the Lebanese banking sector. SAGE Open, 8(3), 1-12.
• Hanif, M., Hafeez, S., Riaz, A. (2010 ). Factors affecting customer satisfaction. International Research Journal of Finance and Economics, (60), 44-52.
• Hansen, E., & Bush, R.J. (1999). Understanding customer quality requirements model and application. Industrial Marketing Management, 28(2), 119-130.
• Hewett, K., Money, R.B., & Sharma, S. (2002). An exploration of the moderating role of buyer corporate culture in industrial buyer-seller relationships. Journal of The Academy of Marketing Science, 30(3), 229-239.
• http://www.elazigtso.org.tr/public/docs_oda/Aktif%20Kapasite%20Raporu%20Olan%20Firmalar.pdf (Erişim Tarihi:29.11.2021)
• Indriastuti, D., & Hidayat, A, (2021). The importance of service experience, trust, and satisfaction on banking customer loyalty. European Journal of Business and Management Research. 6(3), 92-98.
• Ireland, R.D., & Webb, J.W. (2007). A Multi-theoretic perspective on trust and power in strategic supply chains. Journal of Operations Management, 25(2), 482-497.
• Johnson, M.D., Gustafsson, A., Andreassen, T.W., Lervik, L., & Cha, J. (2001). The evolution and future of national customer satisfaction index models. Jourmal of Economic Psychology, 22(2), 217-245.
• Karagöz, Y. (2017). SPSS ve AMOS uygulamalı nicel-nitel-karma bilimsel araştırma yöntemleri ve yayın etiği. Nobel Akademik Yayıncılık.
• Kelly, S., Marshall, D., Walker, H., & Israilidis, J. (2021). Supplier satisfaction with public sector competitive tendering processes. Journal of Public Procurement, 21(2), 183-205.
• Kırcova, İ., Köse, Ş.G., & Özer, E. (2020). Şehirde yolculuk: algılanan hizmet kalitesi, kurum imajı, müşteri memnuniyeti ve müşteri sadakati ilişkisinde şehir hatları örneği. UİİİD-IJEAS, 28, 79-100.
• Kotler, P. & Keller, K.L. (2008). Marketing management. 13th Edition, Prentice Hall.
• Ladhari, R. (2009a). A review of twenty years of SERVQUAL research. International Journal of Quality and Service Sciences, 1(2), 172-198.
• Ladhari, R. (2009b). Assessment of the psychometric properties of SERVQUAL iın the canadian banking industry. Journal of Financial Services Marketing, 14(1), 70-82.
• Lages, L.F., Lancastre, A., & Lages, C. (2008). The B2B-RELPERF scale and scorecard: bringing relationship marketing theory into business-to-business practice. Industrial Marketing Management, 37, 686-697.
• Lahiri, S., & Kedia, B.L. (2011). Determining quality of business-to-business relationships: a study of Indian IT-enabled service providers. European Management Journal, 29(1), 11-24.
• Leonidou, C.N., Leonidou, L.C., Coudounaris, D.N., & Hultman, M. (2013). Value differences as determinants of importers’ perceptions of exporters’ unethical behavior: the impact on relationship quality and performance. International Business Review, 22, 156-173.
• Leonidou, L.C., Palihawadana, D., & Theodosiou, M. (2006). An integrated model of the behavioural dimensions of industrial buyer-seller relationships. European Journal of Marketing, 40(1/2), 145-173.
• Lestariningsih, T., Hadiyati, E., & Astuti, R. (2018). Study of service quality and patient satisfaction to trust and loyalty in public hospital, Indonesia. International Journal of Business Marketing and Management (IJBMM), 3(2), 1-12.
• Lewis, B.R. (1989). Quality in the service sector-a review. International Journal of Bank Marketing, 7(5). 4-12.
• Lien, C.H., Wu, J.J., Chen, Y.H., & Wang, C.J. (2014). Trust transfer and the effect of service quality on trust in the healthcare industry. Managing Service Quality, 24(4), 399-416.
• McAlexander, J.H., Kaldenberg, D.O., & Koenig, H.F. (1994). Service quality measurement, Journal of Health Care Marketing, 14(3), 34-40.
• Moorman, C., Zaltman, G., & Deshpande, R. (1992). Relationships between providers and users of market research: the dynamics of trust within and between organizations. Journal of Marketing Research, 29(3), 314-328.
• Morash, E.A., & Ozment, J. (1994). Toward management of transportation service quality. Logistics and Transportation Review, 30(2), 115-140.
• Morgan, R.M., & Hunt, S.D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58(3), 20-38.
• Mysen, T., & Svensson, G. (2010). RELQUAL’s impact on satisfaction in norwegian business relationships. Journal of Business & Industrial Marketing, 25(2), 119-131.
• Ndubisi, N.O. (2007). Relationship quality antecedents: the malaysian retail banking perspective. International Journal of Quality & Reliability Management, 24(8), 829-845.
• Nguyen, N., Leclerc, A., & LeBlanc, G. (2013). The mediating role of customer trust on customer loyalty. Journal of Service Science and Management, 6(1), 96-109.
• Öcel, Y., & Şen, N. (2020). Bireysel banka müşterilerinin hizmet kalitesi algılarının müşteri sadakati üzerine etkisi, Anemon Muş Alparslan Üniversitesi Sosyal Bilimler Dergisi, 8(1), 189-201.
• Palmatier, R.W. (2008). Interfirm relational drivers of customer value. Journal of Marketing, 72(4), 76-89.
• 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.
• Ranaweera, C., & Prabhu, J. (2003). On the relative importance of customer satisfaction and trust as determinants of customer retention and positive word of mouth. Journal of Targeting, Measurement and Analysis for Marketing, 12(1), 82-90.
• Rauyruen, P., & Miller, K.E. (2007). Relationship quality as a predictor of b2b customer loyalty. Journal of Business Research, 60(1), 21-31.
• Rico, Tecoalu, M., Wahyoedi, S., & Purnama, E.D. (2018). The effects of trust, service quality and perceived value on satisfaction and their impact on loyalty Paper presented at the International Conference on Entrepreneurship and Business Management (ICEBM) Untar, http://repository.ukrida.ac.id/bitstream/123456789/149/4/ICEBM-2018.pdf
• Rousseau, D.M., Sitkin, S.B., Burt, R.S., & Camerer, C. (1998). Introduction to special topic forum not so different after all: a cross-discipline view of trust. The Academy of Management Review, 23(3), 393-404.
• Sanzo, M.J., Santos, M.L., Va´zquez, R., & A´lvarez, L.I. (2003). The effect of market orientation on buyer-seller relationship satisfaction. Industrial Marketing Management, 32(4), 327-345.
• Shevlin, M., Miles, J.N.V., & Lewis, C.A. (2000). Reassessing the fit of the confirmatory factor analysis of the multidimensional students life satisfaction scale: comments on ‘confirmatory factor analysis of the multidimensional students' life satisfaction scale. Personality and Individual Differences, 28, 181-185.
• Simon, D., Kriston, L., Loh, A., Spies, C., Scheibler, F., Wills, C. & Ha¨rter, M. (2010). Confirmatory factor analysis and recommendations for improvement of the autonomy-preference-index (API). Health Expectations, 13(3), 234-243.
• Singh, D. (2013). Service quality and customer satisfaction: a comparative study of an indian public vs private bank. Malaysian Management Journal, 17, 59–75.
• Sirimongkol, T. (2022). The effects of restaurant service quality on revisit intention in pandemic conditions: an empirical study from Khonkaen, Thailand. Journal Of Foodservıce Busıness Research, 25(2), 233-25.
• Suh, T., & Houston, M.B. (2010). Distinguishing supplier reputation from trust in buyer-supplier relationships. Industrial Marketing Management, 39(5), 744-751.
• Tüfekci, Ö.K., Tüfekci, N., & Kocabaş, D. (2020). Termal turizmde sosyal medya pazarlama faaliyetlerinin algılanan hizmet kalitesi ve marka değerine etkisi: afyonkarahisar’da bir araştırma. Mehmet Akif Ersoy Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 7(özel sayı), 937-963.
• Wong, A., & Sohal, A.S. (2006). Understanding the quality of relationships in consumer services a study in a retail environment. International Journal of Quality & Reliability Management, 23(3), 244-264.