Publication: Hizmet kalitesinin ölçümlenmesi ve havayolu yolcu taşımacılığı sektöründe karşılaştırmalı uygulanması
Abstract
zmet Kalitesi, SERVQUAL, SERVPERF, Keşifsel Faktör Analizi ÖZET HİZMET KALİTESİNİN ÖLÇÜMLENMESİ ve HAVAYOLU YOLCU TAŞIMACILIĞI SEKTÖRÜNDE KARŞILAŞTIRMALI UYGULANMASI Küreselleşmenin etkisiyle pazarların birbirine yakınlaşması tüketicilerin bütün mal ve hizmetler hakkında çok fazla bilgiye sahip olmalarını sağlamıştır. Bu durum her endüstride olduğu gibi hizmet endüstrisinde de yüksek rekabeti beraberinde getirmiştir. Hizmet sektöründe fark yaratılmasını sağlayan en büyük faktörün hizmet kalitesi olduğu düşünüldüğünde müşterilere sağlanan hizmetin kalitesini ölçümlemenin önemi ortaya çıkmaktadır. Araştırmanın amacı hizmet yazınsalında tartışmalı bir konu olan hizmet algılamalarından hizmet beklentilerinin çıkarılmasına dayanan SERVQUAL ölçeği ile sadece hizmet işletmesinin performansının ölçümüne dayanan SERVPERF ölçeğinin karşılaştırılmasına Türkiye kültüründen bulgularla katkılar sağlamaktır. Araştırmanın ilk bölümünde hizmet kavramına, hizmetin özeliklerine, hizmetlerin sınıflandırılmasına, hizmet pazarlama karmasına yer verilmiştir. İkinci bölümde hizmet kalitesi, hizmet kalitesinin boyutları, SERVQUAL ve SERVPERF modellerinin ayrıntılı bir şekilde yer aldığı bazı hizmet kalitesi modelleri açıklanmıştır. Araştırma kapsamında Atatürk Havalimanı ve Sabiha Gökçen Havalimanı yolcu salonlarında yolcularla yüz yüze anket uygulaması yapılmış daha sonra bu veriler SPSS 17 programında keşifsel faktör analizine tabi tutulmuştur. Yapılan analiz sonucu SERVQUAL ölçeğinin teoride belirtildiği gibi beş boyutlu bir yapıda olduğu saptanmıştır. Ayrıca SERVPERF ölçeğinin yine teoride belirtildiği gibi tek boyutlu bir yapıda olmadığı belirlenmiştir. Diğer taraftan havayolu yolcu taşımacılığında hizmet kalitesinin ölçümünün ağırlıklı SERVPERF ölçeği ile yapılmasının doğru olacağı sonucuna varılmıştır. Service Quality, SERVQUAL, SERVPERF, Exploratory Factor Analysis
SERVICE QUALITY ESTIMATING AND A COMPARATIVE APPLICATION IN THE PASSENGER CARRIAGE of AIRLINE INDUSTRY With effect of globalization marketplaces become closer that provides consumers to have lots of information about all products and services. This situation has brought out high competition level in service industry like other industries did have. When service quality is thought as a great factor on creating difference in service industry, importance of estimating service quality which provided to customers comes out. The purpose of this study is to provide contribution with findings from Turkish culture about comparing which is a debated issue in the service quality literature, SERVQUAL model that based on difference between expectation and performance, with SERVPERF model that is based on only service company’s performance. In the first chapter of research service concept, characteristics of services, classification of services, service marketing mix are examined. In second chapter of research service quality, dimensions of service quality, some service quality models which requires detailed explanation of SERVQUAL and SERVPERF was explained. In the research face to face survey application was done with passengers in Istanbul Atatürk Airport and Sabiha Gökçen International Airport and then with data taken from passengers, exploratory factor analysis was applied in SPSS XVII program. According to the analysis SERVQUAL scale has five dimensions in conformity with theory was appeared. Also SERVPERF scale do not have unidimensionality which is defended by scale creators was arisen. On the other hand estimating service quality with weighted SERVPERF scale is a right decision in the passenger carriage of airline industry was concluded.
SERVICE QUALITY ESTIMATING AND A COMPARATIVE APPLICATION IN THE PASSENGER CARRIAGE of AIRLINE INDUSTRY With effect of globalization marketplaces become closer that provides consumers to have lots of information about all products and services. This situation has brought out high competition level in service industry like other industries did have. When service quality is thought as a great factor on creating difference in service industry, importance of estimating service quality which provided to customers comes out. The purpose of this study is to provide contribution with findings from Turkish culture about comparing which is a debated issue in the service quality literature, SERVQUAL model that based on difference between expectation and performance, with SERVPERF model that is based on only service company’s performance. In the first chapter of research service concept, characteristics of services, classification of services, service marketing mix are examined. In second chapter of research service quality, dimensions of service quality, some service quality models which requires detailed explanation of SERVQUAL and SERVPERF was explained. In the research face to face survey application was done with passengers in Istanbul Atatürk Airport and Sabiha Gökçen International Airport and then with data taken from passengers, exploratory factor analysis was applied in SPSS XVII program. According to the analysis SERVQUAL scale has five dimensions in conformity with theory was appeared. Also SERVPERF scale do not have unidimensionality which is defended by scale creators was arisen. On the other hand estimating service quality with weighted SERVPERF scale is a right decision in the passenger carriage of airline industry was concluded.