Research Article
Examining the Relationship between Service Quality, Corporate Image, Customer Satisfaction and Customer Loyalty with Process Analysis: A Study on High-Speed Train Services in Turkey
Abstract
High-speed train services, which are a good alternative to airline transportation in terms of being a safe, fast and practical form of transportation, and which are more and more popular with each passing day, have become an important means of transportation in our country in a short time as in many countries. While high-speed train services are increasing their share in the transportation sector as an important component of the service sector, increasing competition and growing market have led to more questioning of the service quality, corporate image, customer satisfaction and customer loyalty of high-speed train services. Therefore, the relationship between these concepts has become worth researching. In this direction, data were collected from 203 people in total to reveal the relationship between the issues mentioned within the scope of the research. The collected data was tested with the Process Analysis method and the relationship between service quality, corporate image, customer satisfaction and customer loyalty concepts in high-speed train services was revealed and remarkable findings were obtained.
Keywords
High-Speed Train Customer Loyalty Service Quality Corporate Image Customer Satisfaction Process Analysis
References
- Aaker, D. A. (1996). Building strong brands. New York, NY: Free Press.
- Abd-El-Salam, E. M. (2013). The impact of corporate image and reputation on service quality, customer satisfaction and customer loyalty: Testing the mediating role Case analysis in an international service company. Journal of the Business & Management Review, 3(2), 177-196.
- Anderson, E. W. and M. W. Sullivan. (1993). The antecedents and consequences of customer satisfaction for firms. Marketing Science, 12(2), 125–143.
- Andreassen, T.W. and Lindestad, B. (1998). Customer loyalty and complex services. International Journal of Service Industry Management, 9, 7-23.
- Aydin, S. and Özer, G. (2005). The analysis of antecedents of customer loyalty in the Turkish Mobile Telecommunication market. European Journal of Marketing, 39(7/8), 910–925.
- Baines, P., Egan, J., and Jefkins, F. W. (2004). Public relations: Contemporary issues and techniques. Boston: Elsevier/Butterworth-Heineman.
- Barich, H. and Kotler, P. (1991). A framework for marketing image management. Sloan management review, 32(2), 94–104.
- Baron, M. and Kenny, D. A. (1986). The moderator-mediator variable distinction in social psychological research: Conceptual, strategic and statistical considerations. Journal of Personality and Social Psychology, 51(6), 1173-1182.
- Bitner, M.J. and Hubbert, A.R. (1994). Encounter satisfaction versus overall satisfaction versus quality. London: Sage Publications, Inc.
- Bylthe, J. (2001). Pazarlama ilkeleri. Çev: Yavuz Odabaşı. İstanbul: Bilim Teknik Yayınevi.
- Chou J. S. and Kim, C.W. (2009). A structural equation analysis of the QSL relationship with passenger riding experience on high speed rail: An empirical study of Taiwan and Korea. Expert Systems with Applications, 36, 6945–6955.
- Chou, P.F., Lu, C.S. and Chang, Y.H. (2014). Effects of service quality and customer satisfaction on customer loyalty in high-speed rail services in Taiwan. Transportmetrica A: Transport Science, 10(10), 917-945.
- Cronin Jr, J. J. and S. A. Taylor. (1992). Measuring service quality: A reexamination and extension. Journal of Marketing 56(3), 55–68.
- Dick, A. S. and Basu, K. (1994). Customer loyalty: Toward an integrated conceptual framework. Journal of the Academy of Marketing Science, 22, 99–114.
- Givoni, M. (2006). Development and impact of the modern high-speed train: A review. Transport Reviews 26(5), 593–611.
- Grönroos, C. (1984). A service quality model and its marketing implications. European Journal of Marketing 18(4), 36–44.
- Gürbüz, S. (2019). Sosyal Bilimlerde aracı, düzenleyici ve durumsal etki analizleri. İstanbul: Seçkin Yayıncılık.
- Hayes, A. F. (2018). Introduction to mediation, moderation, and conditional process analysis: A regression-based approach. New York: The Guilford Press.
- Heskett, J.L., Sasser, W.E. and Hart, C.W. (1990). Service breakthroughs. New Y ork: The Free Press.
- Hess, S., Ryley, T., Davison, L. and Adler, T. (2013). Improving the quality of demand forecasts through cross nested logit: A stated choice case study of airport, airline and access mode choice. Transportmetrica A: Transport Science, 9(4), 358–384.
- Hsiao, C. H. and Yang, C. (2010). Predicting the travel intention to take high speed rail among college students. Transportation Research. Part F, 13, 277–287.
- Ibanez, V. A., P. Hartmann and Calvo, P. Z. (2006). Antecedents of customer loyalty in residential energy markets: Service quality, satisfaction, trust and switching costs. The Service Industries Journal 26(6), 633–650.
- Karaismailoğlu, A. (2021). 2020 Sonunda YHT ile taşınan yolcu sayısı 56,1 Milyona Ulaştı. https://www.tcddtasimacilik.gov.tr/haber/555/. Erişim Tarihi: 10.03.2021.
- Kotler, P. (2003). Marketing management (11th ed.). Upper Saddle River, NJ: Prentice Hall.
- Kuo, C. and Tang, M. (2013). Relationships among service quality, corporate image, customer satisfaction, and behavioral intention for the elderly in high speed rail services. Journal of Advanced Transportation, 47, 512-525.
- Kuo, Y.F., Wu, C.M. and Deng, W.J. (2009). The relationships among service quality, perceived value, customer satisfaction, and post-purchase intention in mobile value-added services. Computers in Human Behavior, 25, 887-896.
- Lai, F., Griffin, M. and Babin, B.J. (2009). How quality, value, image, and satisfaction create loyalty at a Chinese telecom. Journal of Business Research, 62, 980 –986.
- Lam, S.Y., Shankar, V., Erramilli, M.K. and Murthy, B. (2004). Customer value, satisfaction, loyalty, and switching costs: an illustration from a business-to-business service context. Acad Mark Sci Journal 4, 32(3), 293.
- Leblebicioğlu, B. ve Bilgen, İ. (2019). Müşteri memnuniyetinin müşteri sadakati üzerine etkisi: Kozmetik mağazaları üzerine bir araştırma. 18th International Business Congress, 1192-1202.
- Lu, J.L. and Ling, F.Y. (2008). Cross‐cultural perspectives regarding service quality and satisfaction in Chinese cross‐strait airlines. Journal of Air Transport Management, 14, 16–19.
- MacKinnon, D. P., Lockwood, C. M. and Williams, J. (2004). Confidence limits for the indirect effect: Distribution of the product and resampling methods. Multivariate Behavioral Research, 39, 99-128.
- Morgan, R. M. and Hunt, S.D. (1994). The Commitment-trust theory of relationship marketing. Journal of Marketing 58(3), 20–38.
- Nandan, S. (2005). An exploration of the brand identity–brand image linkage: A communications perspective. Journal of Brand Management, 12, 264–278.
- Nguyen, N. and Leblanc, G. (2001). Corporate image and corporate reputation in customers’ retention decisions in services. Journal of Retailing and Consumer Services,8, 227-36.
- Nunnally, J. (1978). Psychometric theory. (2nd ed.). New York: McGraw-Hill.
- Oliver, R. L. (1997). Satisfaction: A behavioral perspective on the consumer. New York: McGraw-Hill Company.
- Parasuraman, A., V. A. Zeithaml, and L. L. Berry. (1988). Servqual: A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1), 12–40.
- Pektaş, İ. (2018). Yüksek hızlı trenlerin dünü, bugünü ve yarını. https://www.ilhamipektas.com/yuksek-hizli-trenlerin-dunu-bugunu-ve-yarini-dr-ilhami-pektas. Erişim tarihi: 12.03.2021.
- Park, J. W., Robertson, R. and Wu, C.L. (2006). Modelling the impact of airline service quality and market- ing variables on passengers’ future behavioural intentions. Transportation Planning and Technology, 29(5), 359–381.
- Preacher, K. J. and Kelley, K. (2011). Effect size measures for mediation models: Quantitative strategies for communicating indirect effects. Psychological Methods, 16, 93-115.
- Ruyter, K. D., Wetzels, M. and Bloemer, J. (1998). On the relationship between perceived service quality, service loyalty and switching costs. International Journal of Service Industry Management, 9(5), 436–453.
- Ueltschy, L.C., Laroche, M., Eggert, A. and Bindl, U. (2007). Service quality and satisfaction: An international comparison of professional services perceptions. Journal of Services Marketing, 21(6), 410–423.
- Venetis, K. and Ghauri, P. (2004). Service quality and customer retention: Building long-term relationships. European Journal of Marketing, 38, 1577-1598.
- Wong, A. and L. Zhou. (2006). Determinants and outcomes of relationship quality: A conceptual model and empirical investigation. Journal of International Consumer Marketing, 18(3), 81–105.
- Yang, Z. and Peterson, R.T. (2004). Customer perceived value, satisfaction, and loyalty: The role of switching costs. Psychology and Marketing, 21(10), 799–822.
- Zeithaml, V. A., L. L. Berry and A. Parasuraman. (1988). Communication and control processes in the delivery of service quality. Journal of Marketing, 52(2), 35–48.
- Zhao, X., Lynch, J. G. and Chen, Q. (2010). Reconsidering baron and kenny: Myths and truths about mediation analysis. Journal of Consumer Research, 37, 197-206.
Hizmet Kalitesinin Müşteri Sadakatine Etkisinde Kurum İmajı ve Müşteri Memnuniyetinin Aracı Rolü: Türkiye’deki Yüksek Hızlı Tren Hizmetleri Üzerine Bir Araştırma
Abstract
Güvenli, hızlı ve pratik bir ulaşım şekli olması yönüyle havayolu taşımacılığına iyi bir alternatif olan ve her geçen gün daha fazla rağbet gören yüksek hızlı tren hizmetleri, birçok ülkede olduğu gibi ülkemizde de kısa sürede önemli bir ulaşım aracı haline geldi. Yüksek hızlı tren hizmetleri hizmet sektörünün önemli bir bileşeni olarak ulaşım sektöründeki payını her geçen gün artırırken, artan rekabet ve büyüyen pazar yüksek hızlı tren hizmetlerinin hizmet kalitesi, kurum imajı, müşteri memnuniyeti ve müşteri sadakatinin daha fazla sorgulanmasına neden oldu. Dolayısıyla bu kavramlar arasındaki ilişki araştırmacılar ve sektör tarafından araştırmaya değer bir hale geldi. Bu doğrultuda araştırma kapsamında bahsi geçen konular arasındaki ilişkinin ortaya çıkarılmasına yönelik toplam 203 kişiden online anket yöntemi ile veri toplandı. Toplanan veriler analize uygun olarak düzenlendikten sonra Process Analizi yöntemi kullanılarak oluşturulan modeller test edildi. Sonuç olarak yüksek hızlı tren hizmetlerindeki hizmet kalitesi, kurum imajı, müşteri memnuniyeti ve müşteri sadakati kavramları arasındaki ilişki ortaya çıkartılarak dikkat çekici bulgulara ulaşıldı.
Keywords
Yüksek Hızlı Tren (YHT) Müşteri Sadakati Hizmet Kalitesi Müşteri Memnuniyeti Process Analizi
References
- Aaker, D. A. (1996). Building strong brands. New York, NY: Free Press.
- Abd-El-Salam, E. M. (2013). The impact of corporate image and reputation on service quality, customer satisfaction and customer loyalty: Testing the mediating role Case analysis in an international service company. Journal of the Business & Management Review, 3(2), 177-196.
- Anderson, E. W. and M. W. Sullivan. (1993). The antecedents and consequences of customer satisfaction for firms. Marketing Science, 12(2), 125–143.
- Andreassen, T.W. and Lindestad, B. (1998). Customer loyalty and complex services. International Journal of Service Industry Management, 9, 7-23.
- Aydin, S. and Özer, G. (2005). The analysis of antecedents of customer loyalty in the Turkish Mobile Telecommunication market. European Journal of Marketing, 39(7/8), 910–925.
- Baines, P., Egan, J., and Jefkins, F. W. (2004). Public relations: Contemporary issues and techniques. Boston: Elsevier/Butterworth-Heineman.
- Barich, H. and Kotler, P. (1991). A framework for marketing image management. Sloan management review, 32(2), 94–104.
- Baron, M. and Kenny, D. A. (1986). The moderator-mediator variable distinction in social psychological research: Conceptual, strategic and statistical considerations. Journal of Personality and Social Psychology, 51(6), 1173-1182.
- Bitner, M.J. and Hubbert, A.R. (1994). Encounter satisfaction versus overall satisfaction versus quality. London: Sage Publications, Inc.
- Bylthe, J. (2001). Pazarlama ilkeleri. Çev: Yavuz Odabaşı. İstanbul: Bilim Teknik Yayınevi.
- Chou J. S. and Kim, C.W. (2009). A structural equation analysis of the QSL relationship with passenger riding experience on high speed rail: An empirical study of Taiwan and Korea. Expert Systems with Applications, 36, 6945–6955.
- Chou, P.F., Lu, C.S. and Chang, Y.H. (2014). Effects of service quality and customer satisfaction on customer loyalty in high-speed rail services in Taiwan. Transportmetrica A: Transport Science, 10(10), 917-945.
- Cronin Jr, J. J. and S. A. Taylor. (1992). Measuring service quality: A reexamination and extension. Journal of Marketing 56(3), 55–68.
- Dick, A. S. and Basu, K. (1994). Customer loyalty: Toward an integrated conceptual framework. Journal of the Academy of Marketing Science, 22, 99–114.
- Givoni, M. (2006). Development and impact of the modern high-speed train: A review. Transport Reviews 26(5), 593–611.
- Grönroos, C. (1984). A service quality model and its marketing implications. European Journal of Marketing 18(4), 36–44.
- Gürbüz, S. (2019). Sosyal Bilimlerde aracı, düzenleyici ve durumsal etki analizleri. İstanbul: Seçkin Yayıncılık.
- Hayes, A. F. (2018). Introduction to mediation, moderation, and conditional process analysis: A regression-based approach. New York: The Guilford Press.
- Heskett, J.L., Sasser, W.E. and Hart, C.W. (1990). Service breakthroughs. New Y ork: The Free Press.
- Hess, S., Ryley, T., Davison, L. and Adler, T. (2013). Improving the quality of demand forecasts through cross nested logit: A stated choice case study of airport, airline and access mode choice. Transportmetrica A: Transport Science, 9(4), 358–384.
- Hsiao, C. H. and Yang, C. (2010). Predicting the travel intention to take high speed rail among college students. Transportation Research. Part F, 13, 277–287.
- Ibanez, V. A., P. Hartmann and Calvo, P. Z. (2006). Antecedents of customer loyalty in residential energy markets: Service quality, satisfaction, trust and switching costs. The Service Industries Journal 26(6), 633–650.
- Karaismailoğlu, A. (2021). 2020 Sonunda YHT ile taşınan yolcu sayısı 56,1 Milyona Ulaştı. https://www.tcddtasimacilik.gov.tr/haber/555/. Erişim Tarihi: 10.03.2021.
- Kotler, P. (2003). Marketing management (11th ed.). Upper Saddle River, NJ: Prentice Hall.
- Kuo, C. and Tang, M. (2013). Relationships among service quality, corporate image, customer satisfaction, and behavioral intention for the elderly in high speed rail services. Journal of Advanced Transportation, 47, 512-525.
- Kuo, Y.F., Wu, C.M. and Deng, W.J. (2009). The relationships among service quality, perceived value, customer satisfaction, and post-purchase intention in mobile value-added services. Computers in Human Behavior, 25, 887-896.
- Lai, F., Griffin, M. and Babin, B.J. (2009). How quality, value, image, and satisfaction create loyalty at a Chinese telecom. Journal of Business Research, 62, 980 –986.
- Lam, S.Y., Shankar, V., Erramilli, M.K. and Murthy, B. (2004). Customer value, satisfaction, loyalty, and switching costs: an illustration from a business-to-business service context. Acad Mark Sci Journal 4, 32(3), 293.
- Leblebicioğlu, B. ve Bilgen, İ. (2019). Müşteri memnuniyetinin müşteri sadakati üzerine etkisi: Kozmetik mağazaları üzerine bir araştırma. 18th International Business Congress, 1192-1202.
- Lu, J.L. and Ling, F.Y. (2008). Cross‐cultural perspectives regarding service quality and satisfaction in Chinese cross‐strait airlines. Journal of Air Transport Management, 14, 16–19.
- MacKinnon, D. P., Lockwood, C. M. and Williams, J. (2004). Confidence limits for the indirect effect: Distribution of the product and resampling methods. Multivariate Behavioral Research, 39, 99-128.
- Morgan, R. M. and Hunt, S.D. (1994). The Commitment-trust theory of relationship marketing. Journal of Marketing 58(3), 20–38.
- Nandan, S. (2005). An exploration of the brand identity–brand image linkage: A communications perspective. Journal of Brand Management, 12, 264–278.
- Nguyen, N. and Leblanc, G. (2001). Corporate image and corporate reputation in customers’ retention decisions in services. Journal of Retailing and Consumer Services,8, 227-36.
- Nunnally, J. (1978). Psychometric theory. (2nd ed.). New York: McGraw-Hill.
- Oliver, R. L. (1997). Satisfaction: A behavioral perspective on the consumer. New York: McGraw-Hill Company.
- Parasuraman, A., V. A. Zeithaml, and L. L. Berry. (1988). Servqual: A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1), 12–40.
- Pektaş, İ. (2018). Yüksek hızlı trenlerin dünü, bugünü ve yarını. https://www.ilhamipektas.com/yuksek-hizli-trenlerin-dunu-bugunu-ve-yarini-dr-ilhami-pektas. Erişim tarihi: 12.03.2021.
- Park, J. W., Robertson, R. and Wu, C.L. (2006). Modelling the impact of airline service quality and market- ing variables on passengers’ future behavioural intentions. Transportation Planning and Technology, 29(5), 359–381.
- Preacher, K. J. and Kelley, K. (2011). Effect size measures for mediation models: Quantitative strategies for communicating indirect effects. Psychological Methods, 16, 93-115.
- Ruyter, K. D., Wetzels, M. and Bloemer, J. (1998). On the relationship between perceived service quality, service loyalty and switching costs. International Journal of Service Industry Management, 9(5), 436–453.
- Ueltschy, L.C., Laroche, M., Eggert, A. and Bindl, U. (2007). Service quality and satisfaction: An international comparison of professional services perceptions. Journal of Services Marketing, 21(6), 410–423.
- Venetis, K. and Ghauri, P. (2004). Service quality and customer retention: Building long-term relationships. European Journal of Marketing, 38, 1577-1598.
- Wong, A. and L. Zhou. (2006). Determinants and outcomes of relationship quality: A conceptual model and empirical investigation. Journal of International Consumer Marketing, 18(3), 81–105.
- Yang, Z. and Peterson, R.T. (2004). Customer perceived value, satisfaction, and loyalty: The role of switching costs. Psychology and Marketing, 21(10), 799–822.
- Zeithaml, V. A., L. L. Berry and A. Parasuraman. (1988). Communication and control processes in the delivery of service quality. Journal of Marketing, 52(2), 35–48.
- Zhao, X., Lynch, J. G. and Chen, Q. (2010). Reconsidering baron and kenny: Myths and truths about mediation analysis. Journal of Consumer Research, 37, 197-206.
There are 47 citations in total.
Details
| Primary Language | Turkish |
|---|---|
| Subjects | Operation |
| Journal Section | Articles |
| Authors | |
| Publication Date | November 7, 2021 |
| Acceptance Date | June 16, 2021 |
| Published in Issue | Year 2021 Volume: 18 Issue: 43 |
