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HİZMET PAZARLAMASINDA MÜŞTERİ MEMNUNİYETİ VE ULAŞTIRMA SEKTÖRÜ ÜZERİNDE BİR UYGULAMA = CUSTOMER SATISFACTION IN THE MARKETING OF SERVICES AND ITS APPLICATION

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Abstract

In parallel to the fast developments in the technology, mobilization of the information, globalization and increasing fierce competition, it gets more and more difficult for the companies to sustain commercial viability. In this globalization process, all companies go through fundamental changes in order to increase their global market share and to retain their existence. Companies, operating under fierce competition, searches for new practices from production process to after-sales services in order to adapt to the fast-changing and ever-evolving conditions. These changes also affect the service industry, which experiences a developing and increasing trend. The service concept is analyzed in detail, its intangibility is pointed out and its difference and importance in the marketing process is noted. Customer satisfaction is defined and the importance of the customer satisfaction for a company is discussed in the this part of the study. Due to the nature of the service, its concurrent consumption is fundamental. Consequently, the level of customer satisfaction can be observed right after the consumption of services. In relation to this point, a detailed elaboration of the marketing of services and the marketing mix. Factors affecting the customer satisfaction, the methods to create customer satisfaction and the importance of the service industry in today’s world follows next are discussed in the study. And then a survey is conducted to measure the customer satisfaction in a service industry. Satisfaction levels and expectations of the customers purchasing a specific service are analyzed.

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The aim of this research is to investigate the effects of perceived e-service quality on e-satisfaction and to demonstrate how these effects differ in several business industries. In this context, customers of two competing brands from different sectors (apparel and books) were chosen as research sample. Research data that gathered from 590 consumers via internet survey was analyzed with regression analysis. Research results show that perceived e-service quality has a significant effect on e-satisfaction. Although "privacy" and "technical" dimensions are important factors for e-service quality, they have no significant effect on e-satisfaction while other factors which are "effectiveness, execution of transactions, customer relations, design, entertainment" have significant effect on customer satisfaction. "Execution of transactions" was found to be the most important in explaining e-satisfaction while "design" factor explains the least. Also the hypothesized effects in the research model for perceived e-service quality on e-satisfaction differ partially between selected industries.
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SAĞLIK HİZMETİ PAZARLAMASINDA TÜKETİCİ MEMNUNİYETİ: HASTANEDE YATAN YAŞLILARIN HASTANE HİZMETLERİNE İLİŞKİN GÖRÜŞLERİ Yaşlılık dönemi hastalıkların yoğun yaşandığı ve yatarak tedavi hizmetinden sıklıkla yararlanılan bir dönemdir. Bu durum bu dönemde sağlık hizmetleri sektörünün dolayısıyla hastane hizmetlerinin önemini arttırmaktadır. Yaşlı tüketici nüfusun, diğer tüketici gruplarına oranla sağlık hizmeti veren sektörlere daha fazla ihtiyaç duyacağı açıktır. Bu nedenle bu araştırma, hastanelerde yatarak hizmet alan yaşlıların hastane hizmetlerine ilişkin görüşlerinin belirlenmesi amacıyla planlanmıştır. Çalışma, Ankara ilinde bulunan devlet hastanelerinde yatarak tedavi hizmeti alan 292 yaşlı üzerinde yürütülmüştür. Yaşlıların hastane hizmetlerine ilişkin görüşleri 3’lü likert tipi ifadelere verilen cevaplar ile ölçülmüştür. Hastanede yatan yaşlıların hastane hizmetlerine ilişkin görüşlerinin değerlendirilmesinde; aylık gelir miktarı, eğitim durumu ve yaş gruplarının etkisi varyans analizi ile araştırılmıştır. Değerlendirme sonucunda, yaşlıların fiziki ortam ve birimlere ilişkin olarak “hastanedeki kabul, danışma ve bilgilendirme hizmetlerinde sorun yaşamama” ifadesinde eğitim durumunun etkili olduğu görülmüş (p<0.05) ve bu ilişkinin okuryazar olmayanlar ile üniversite mezunu olan yaşlılar arasında olduğu saptanmıştır. Yaşlıların resmi işlemlerle görevli personele ilişkin görüşleri açısından yaş grupları arasında anlamlı farklılıklar saptanmıştır (p<0.05). Hastanede yatan hastalar genel olarak hastane hizmetlerinden memnun olduklarını belirtmekte ve memnuniyet düzeylerini ağırlıklı olarak “çok iyi” (% 32,5) olarak değerlendirmektedirler. SCONSUMER SATISFACTION AT HEALTH SERVICE MARKETING: THE VIEWS OF INPATIENTS CONCERNING HOSPITAL SERVICES The period of elderliness comes out as a period when people experience illness so often and benefit from health services frequently. It highlights the importance of health service sector, thus hospital services. No doubt, elderly people are in need of sectors giving more health services compared to other consumer groups. Therefore, the current study aimed at determining the consumer views of the elderly inpatients concerning hospital services. The study was carried out over 292 elderly inpatients having a service at state hospitals in the city of Ankara. The views of the elderly over hospital services were measured through the answers given to 3-item likert type expressions. In the investigation of the views of the elderly inpatients over hospital services, monthly income, education and the effects of age groups were investigated through variance analysis. At the end of the investigation, it was found that education had an effect in the expression of “having no trouble with registration and information services” concerning physical surrounding of the elderly and over units (p<0.05) and that this relation was between those who are illiterate and university graduate elderly. It was also found that there were significant differences between their views concerning official issues and the personnel and age groups (p<0.05). It was found that elderly inpatients were mostly satisfied with hospital services and they expressed their satisfaction level mostly as “best (% 32,5)”.
Article
The level of customer satisfaction and the quality of service duty in service sector arise suddenly and directly after the consume of the service. In this article, service and customer satisfaction terms have been explained before all else. After that, a study to measure customer satisfaction and service quality has been carried out and the satisfaction level of customers that consumes refectory service and their expectations; the physical vision of the refectory, compliance of the refectory with the published menu (reliability on the refectory), going to the refectory with desire, sensitivity of the refectory managerial have been studied via the quality that the refectory has presented and the organoleptic features of the food. Besides, it has been studied that to what extent these variants that have been selected explains customer satisfaction in service sector. At the end of the study, it has been found out that students, academic and administrative staff of Adiyaman University are satisfied with the service duty of contractor firm presenting package food service, however that they regard the organoleptic features of food presented as unsatisfactory.
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""Bu çalışmanın amacı, konaklama işletmelerinde tüketiciyle yüz yüze iletişimde bulunan işgörenlerin ne derece hizmet vermeye yatkın olduklarını tespit etmek ve hizmet verme yatkınlığının iş tatmini ve işten ayrılma niyeti üzerindeki etkisini ortaya koymaktır. Araştırmada, konaklama işletmelerinde işgörenlerin hizmet verme yatkınlığının iş tatmini ve işten ayrılma niyeti üzerindeki etkisini belirlemek için bir model önerilmiştir. Hizmet verme yatkınlığının bağımsız, iş tatmini ve işten ayrılma niyetinin bağımlı değişken olduğu bu modelde, değişkenleri ölçmek için daha önce geliştirilen ölçekler kullanılmıştır. Araştırmada örnekleme yöntemi olarak amaca göre örnekleme yöntemi tercih edilmiş ve alan araştırmasına Nevşehir ilindeki üç, dört ve beş yıldızlı otel işletmelerinin işgörenleri dâhil edilmiştir. Anket yoluyla elde edilen verileri analiz etmek için merkezi eğilim ölçüleri (sayı ve yüzde dağılımları, aritmetik ortalama, tepe değer ve standart sapma) ile faktör analizi, korelasyon ve regresyon gibi istatistiksel analiz yöntemleri kullanılmıştır. Araştırma sonucunda, konaklama işletmelerinde işgörenlerin kişilik özelliği olarak hizmet verme yatkınlığı düzeylerinin yüksek olduğu belirlenmiştir. Hizmet verme yatkınlığının iş tatmini ile olumlu ve önemli derecede ilişkili olduğu, işten ayrılma niyeti ile ilişkisinin ise istatistikî olarak anlamlı olmadığı tespit edilmiştir. Hizmet verme yatkınlığı iş tatminini olumlu etkilerken işten ayrılma niyetini etkilememiştir. İş tatmini üzerinde etkisi bulunan hizmet verme yatkınlığı boyutları; hizmetleri başarılı bir şekilde sunma arzusu ve müşteriye özel ve önemli olduğunu hissettirme ihtiyacı boyutlarıdır. Araştırmada ayrıca, iş tatmininin işten ayrılma niyeti ile olumsuz yönde ve önemli derecede ilişkili olduğu ve işten ayrılma niyetini negatif etkilediği saptanmıştır. Dolayısıyla araştırmada, konaklama işletmelerinde hizmet verme yatkınlığının iş tatmini vasıtasıyla işten ayrılma niyetini etkilediği ortaya konmuştur. Anahtar Sözcükler: Hizmet verme yatkınlığı, iş tatmini, işten ayrılma niyeti, işgörenler, konaklama işletmeleri The purpose of this study is to determine the level of service orientation as a personality trait of hotel frontline employees in the lodging industry and to investigate the impact of service orientation on job satisfaction and intention to leave. In this study, a casual model was offered to test the effects of hotel frontline employees’ service orientation as a personality trait on job satisfaction and intention to leave. The scales developed previously were used to measure the independent variable, service orientation, and the dependent variables, job satisfaction and intention to leave. In this study, purposive sampling method was used and the hotel frontline employees of three, four, and five star hotels in Nevsehir were included in the field research. Data were gathered from hotel employees by means of a questionnaire. Frequencies, descriptive statistics, factor analysis, correlation, and regression analysis were used to analyze the data. The results of this study indicated that hotel frontline employees evaluated themselves as highly service-oriented persons. The results also showed that service orientation was positively and significantly associated with job satisfaction, but not with intention to leave. Also, service orientation had significant impacts on job satisfaction, but not on intention to leave. The dimensions of service orientation, need to deliver and need to pamper, affected job satisfaction positively and significantly. The results also showed that job satisfaction was negatively and significantly related to intention to leave. Consequently, this study pointed out that service orientation had an effect on intention to leave through job satisfaction. Key Words: Service orientation, job satisfaction, intention to leave, frontline employees, hotels ""
Article
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Bu çalışmada internet perakendeciliğinde algılanan hizmet kalitesinin (e-hizmet kalitesi) müşteri memnuniyeti (e-memnuniyet) üzerindeki etkisini tespit etmek ve bu etkinin farklı sektörlere göre nasıl değiştiğini ortaya koymak amaçlanmaktadır. Bu kapsamda iki farklı sektör (hazır giyim ve kitap) seçilmiş ve sektördeki en büyük iki rakip markanın müşterileri araştırma kapsamına alınmıştır. İnternet üzerinden anket yöntemi ile 590 kişiden elde edilen verilere regresyon analizi uygulanmıştır. Araştırmada e-hizmet kalitesi algısının e-memnuniyet üzerinde anlamlı bir etkiye sahip olduğu bulunmuştur. e-hizmet kalite algısında önemli unsurlardan olan “gizlilik” ve “teknik” boyutlarının, e-memnuniyeti açıklamakta anlamlı bir etkisinin olmadığı, “etkinlik”, “işlem gerçekleştirme”, “müşteri hizmetleri”, “tasarım”, “eğlence” boyutlarının etkilerinin ise anlamlı olduğu bulunmuştur. En önemli etkinin ise “işlem gerçekleştirme” boyutunda olduğu, en az etkinin ise “tasarım” boyutunda olduğu saptanmıştır. Ayrıca e-hizmet kalitesinin e-memnuniyet üzerindeki etkilerinin, sektörlere göre genel modelden anlamlı bir şekilde farklılık göstermediği, ancak kısmi farklılıkların olduğu tespit edilmiştir.
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Son yıllarda artan rekabet ortamında ürünler gibi şehirler de zorlu bir tanıtım mücadele-sine girmişlerdir. Bu nedenle şehirler markalaşma çalışmalarına ağırlık vermeye başla-mışlardır. Şehir markalaşması ile amaçlanan, şehri diğer şehirlerden farklılaştırmaktır. Şehir markalaşmasında da şehrin başarısını ifade etmektedir. Şehirden memnun kalanla-rın o şehre tekrar gelmelerini ve hatta o şehre yerleşmelerini etkilemektedir. Aynı za-manda o şehir için bir tanıtım unsuru da olmaktadır. Bu çalışma Tekirdağ ilinde yaşayan kişilerin görüşlerini tespit ederek şehir markalaşmasının şehirde yaşayanların memnuni-yetine etkisini belirlemek amacıyla yapılmaktadır. Bu araştırmada, şehir markalaşması ve şehirde yaşayanların memnuniyeti üzerine geliştirilen modele göre oluşturulan anket kullanılarak faktör analizi, çoklu regresyon analizi ve kanonik korelasyon analizi yapıl-mıştır. Sonuç olarak şehirde yaşayanların genel olarak Tekirdağ ilinden memnun olduk-ları, ancak evlerinden ve komşularla ilişkilerden memnun olmadıkları görülmüştür. ABSTRACT In an increasingly competitive environment, cities as well as products have taken part in a tough promotion competition. Therefore, cities have begun to focus on city branding. City branding aims to differentiate the city from other cities. City branding on the other hand demonstrates the success of the city. It leads the people who are satisfied with the city to visit the city again and even move in this city. It is also accepted as an advertise-1 Öğr.
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The most significant findings obtained within the study are as follows: reputation and reliability of the bank, the bank’s providing exceptional services to its customers in comparison to the others, the bank’s offering priority to its customers while providing services, the bank employees’ recognizing its customers and the customers’ also recognizing the employees of the bank well, the customers’ having positive discourses on the bank, high level of service quality, the satisfaction about the services provided by the bank and the satisfaction on the personal communication between the bank and the customer. On the other hand; the adversely services of the bank are stated as follows: the bank’s not benefiting from the legal processes that are acquired as a result of the services presented by the bank, the services of the bank not being well organized at all stages, the bank’s being insufficient on fulfilling all given promises and on keeping the private data of the customers, the bank’s not taking reasonable fees for the services provided, the bank’s keeping the customers for a long time while providing services, the bank’s not giving value to its customers, the non-existence of sufficient service variety, the bank’s not sending the bank statement on time, the bank’s not organizing its services well at all stages and the employees’ not having sufficient knowledge on the services delivered.
Thesis
Generating services, such as tourism enterprises and the enterprises that the human factor is important in that, has a lot of sense in managerial aspects. Management of these businesses in a systematic way, with a certain element of skill takes place. Customer relations management in the tourism enterprises, which are having labor-intensive property, is tough and is also a process that requires mindfulness. Customer relationship management in the tourism business, is one of the main objectives to be existing. New marketing concept with global perspective to compete at a high level that in this period, customers its commitment, provided strong relationships and an awareness-raising for customers, must be done by businesses has become one of the strategies in a new marketing approach. In this context, systematic planning by all businesses in recent years, is seen that streamline to customer-oriented approach. Businesses reaches certain goals through employees. Thermal tourism enterprises, the employees of the customer relationship management is implemented by a one-to-business is one of accommodation. In the thermal tourism business, we consider that business staffs perform a service delivery, customer relationship management with existing employee awareness regarding this issue, can be provided in the correct proportions. This study is presented in three parts. In the first section, it is viewed from the general framework as marketing and customer relationship management. At the same time, it has been mentioned about the customer concepts, customer relationship management to the points where the historical aspects were mentioned. In the second part, thermal tourism and customer relationship management in the thermal ix hospitality enterprises as specific issues are discussed. In this context, customer relationship management applications in the hospitality business, business stages and the role and importance of those have been discussed. In the third and final part of the study, a survey was conducted. In the city of Afyonkarahisar, apply to employees of the thermal hotels in a survey, employee awareness of customer relationship management is intended to measure.
Thesis
Full-text available
Generating services, such as tourism enterprises and the enterprises that the human factor is important in that, has a lot of sense in managerial aspects. Management of these businesses in a systematic way, with a certain element of skill takes place. Customer relations management in the tourism enterprises, which are having labor-intensive property, is tough and is also a process that requires mindfulness. Customer relationship management in the tourism business, is one of the main objectives to be existing. New marketing concept with global perspective to compete at a high level that in this period, customers its commitment, provided strong relationships and an awareness-raising for customers, must be done by businesses has become one of the strategies in a new marketing approach. In this context, systematic planning by all businesses in recent years, is seen that streamline to customer-oriented approach. Businesses reaches certain goals through employees. Thermal tourism enterprises, the employees of the customer relationship management is implemented by a one-to-business is one of accommodation. In the thermal tourism business, we consider that business staffs perform a service delivery, customer relationship management with existing employee awareness regarding this issue, can be provided in the correct proportions. This study is presented in three parts. In the first section, it is viewed from the general framework as marketing and customer relationship management. At the same time, it has been mentioned about the customer concepts, customer relationship management to the points where the historical aspects were mentioned. In the second part, thermal tourism and customer relationship management in the thermal ix hospitality enterprises as specific issues are discussed. In this context, customer relationship management applications in the hospitality business, business stages and the role and importance of those have been discussed. In the third and final part of the study, a survey was conducted. In the city of Afyonkarahisar, apply to employees of the thermal hotels in a survey, employee awareness of customer relationship management is intended to measure.
Conference Paper
Hasta şikayetlerini, sağlık kurumlarındaki eksiklik ve aksaklıklar hakkında kişilerin bireysel ve yerinde tespitleri olarak değerlendirmek, hasta odaklı sağlık yönetiminin ana unsurlarından biridir. Şikayetlerin, Sağlıkta Kalite Standartları (SKS) ile bağlantılı bir şekilde değerlendirmesi kurumların kalite iyileştirme süreçlerine katkı sunabilir. Bu çalışmada hasta şikayetleri ile Sağlıkta Kalite Standartları arasında ilişki olup olmadığının tespit edilmesi amaçlanmıştır. İstanbul İl Sağlık Müdürlüğü Özel Yataklı Sağlık Hizmetleri Şube Müdürlüğü tarafından değerlendirilmiş olan, idari hizmetler ile ilgili 160 şikayet, kesitsel ve retrospektif olarak 14 parametrelik bir form kullanılarak değerlendirilmiştir. Çalışmada parametreler için en yüksek oranlar: başvuru sahibi hasta yakını %47.5, başvuranların cinsiyeti erkekler %56, başvuru dönemi Şubat ayı %18.75, başvuru kanalı SABİM %47.5, şikayet edilen meslek grubu hekimler %40.5 olarak tespit edilmiştir. İncelenen şikayetlerin SKS Boyutlarının dağılımı: %43.11 Hasta ve Çalışan Odaklı Hizmetler Boyutu, %26.35 Sağlık Hizmetleri Boyutu, %8.38 ile Destek Hizmetleri Boyutu ve %7.19 Kurumsal Hizmetler Boyutu olarak tespit edilmiştir. Sonuç olarak şikayetlerin Sağlıkta Kalite Standartları ile bir çok boyutta ilişkili olduğu görülmüştür. Özel sağlık kurumlarında SKS farkındalığının artması hasta şikayetlerini önemli düzeyde azaltırken, hasta memnuniyetini artıracaktır. Şikayetler özel sağlık kurumları tarafından çözümlenirken, kök-neden analizi yapılması sağlanarak kalite iyileştirmelerinin teşvik edilebilir ve benzer konular hakkında farklı hasta şikayetleri önlenebilir.
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