Araştırma Makalesi
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Hizmet Kalitesi, Tatmin ve Güvenin Daha Fazla Ödeme Eğilimi Üzerindeki Etkileri

Yıl 2014, Cilt: 14 Sayı: 1, 31 - 58, 29.03.2014
https://doi.org/10.18037/ausbd.60377

Öz

İşletmeler, müşterilerinin kendilerini tercih etmesini ve bu tercihin uzun süre devam etmesini isterler. Bu tercih işletmenin riskini azalttığı gibi, karlılıkları üzerinde de olumlu etkiye sahiptir. Benzer şekilde, tüketiciler de algıladıkları riski düşürebilmek için beklentilerine karşılık veren işletmeleri ve markaları tercih ederler. Bazı durumlarda da ürün veya hizmetlerin niteliğine göre, belirli düzeylerde daha yüksek fiyat ödemeyi kabul ederler. Bu çalışma ilk olarak tüketicilerin daha fazla ödeme eğilimlerini ve bu eğilimin belirleyicileri olarak hizmet kalitesi, tatmin ve güven unsurlarını teorik olarak incelemektedir. Sonrasında söz konusu faktörler ile daha fazla ödeme eğilimi ilişkilendirilmekte ve hipotezler oluşturulmaktadır. Teorik altyapı, sağlık hizmetleri ile de ilişkilendirilmekte ve sağlık hizmetlerinin ayrı dinamikleri ortaya konulmaktadır. Araştırma modelinin analizinde veriler kolayda örneklem yöntemiyle belirlenmiş örneklemden anket yöntemi ile toplanmıştır. Sadece Sosyal Güvenlik Kurumu’na mensup, 437 cevaplayıcıdan elde edilen verilerle model, yapısal eşitlik modellemesiyle analiz edilmiş ve belirleyicilerin etkileri ölçülmüştür. Çalışmada ayrıca özel hastane ve devlet hastanesi tercihinin düzenleyici etkisi ortaya konulmaktadır. Araştırma bulguları, hizmet kalitesi, tatmin ve güvenin yüksek olmasının, sağlık hizmetleri talep eden tüketicilerin daha fazla ödeme eğilimini olumlu şekilde etkilediğini göstermektedir. Ayrıca, hastaların özel veya devlet hastanesi seçiminin, model kapsamındaki ilişkiler arasında düzenleyici etkisi olduğu ortaya çıkmıştır.

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  • Wertenbroch, K., Skiera, B. (2002). Measuring Consu- mers’ Willingness to Pay at the Point of Purchase. Journal of Marketing Research, 39 (2), 228-241.
  • West, S.G., Finch, J. F., Curran, P. J. (1995). Structu- ral Equation Models with Non-Normal Variables: Problems and Remedies, In R. Hoyle (Ed.), Struc- tural Equation Modeling: Concepts, Issues and App- lications, Newbury Park, CA: Sage, 56-75.
  • Wolfinbarger, M., Gilly, M. C. (2003) eTailQ: Dimen- sionalizing, Measuring and Predicting e-Tail Qua- lity. Journal of Retailing, 79 (3), 183-198.
  • YASED (2012). Türkiye Sağlık Sektörü Raporu, Sürdü- rülebilir ve Kaliteli Bir Sağlık Sektörü için Genel Bakış ve Potansiyel İyileştirme Alanları (Haziran 2012), Deloitte, Türkiye, 104.
  • Yoo, B., Donthu, N. (2001). Developing a Scale to Mea- sure the Perceived Quality of an Internet Shopping Site (SITEQUAL). Quarterly Journal of Electronic Commerce, 2 (1).
  • Zeithaml, V. A., Parasuraman, A., Malhotra, A. (2002). Service Quality Delivery Through Web Sites: A Critical Review of Extant Knowledge. Journal of the Academy of Marketing Science, 30 (Fall), 362-410.
  • Zeithaml, V. A., Berry, L. L., Parasuraman, A. (1996). The Behavioral Consequences of Service Quality. Journal of Marketing, 60 (2), 31- 46.
  • Zhang, J., Bloemer, J. M. M. (2009). The Impact of Value Congruence on Consumer-Service Brand Relationships. Journal of Service Research, 11 (2), 161-178. Makale Adı
Toplam 131 adet kaynakça vardır.

Ayrıntılar

Birincil Dil İngilizce
Bölüm Makaleler
Yazarlar

Emre Şahin Dölarslan

Alper Özer

Yayımlanma Tarihi 29 Mart 2014
Gönderilme Tarihi 1 Ağustos 2013
Yayımlandığı Sayı Yıl 2014 Cilt: 14 Sayı: 1

Kaynak Göster

APA Dölarslan, E. Ş., & Özer, A. (2014). Hizmet Kalitesi, Tatmin ve Güvenin Daha Fazla Ödeme Eğilimi Üzerindeki Etkileri. Anadolu Üniversitesi Sosyal Bilimler Dergisi, 14(1), 31-58. https://doi.org/10.18037/ausbd.60377