Kamu ve özel sermayeli banka müşterilerinin hizmet kalitesi algılarının değerlendirilmesi: Servqual ölçeği
Küçük Resim Yok
Tarih
2019
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
İstanbul Beykent Üniversitesi
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
Günümüzde rekabetin yoğun olarak yaşandığı hizmet sektörü, tüketicilerin kaliteye bakış açılarını değiştirmiş ve bundan dolayı hizmet işletmelerinin de kaliteyi temel strateji noktası olarak belirlemelerini ve tüketici odaklı hizmet kalitesi yaklaşımını benimsemelerini sağlamıştır. Hizmet sektörü içinde önemli bir yeri olan bankalar, tüketicilerin değişen ihtiyaçlarına cevap verebilmek için farklı stratejiler izleyerek hizmet kalitelerini geliştirmeye ve ölçmeye önem vermeleri gerekmektedir. Bankacılık sektörü soyutluk içerdiğinden kalite ölçümü oldukça zordur. Bu yüzden bankaların hizmeti kaliteli sunabilmeleri için sürekli ölçümler yaparak hizmet iyileştirmelerine gitmeleri gerekmektedir. Bu araştırma kapsamında amaçlanan, hizmet sektörünün bir alt kolu olan kamu ve özel sermayeli banka işletmelerinden temsilen alınan tüketicilerin hizmet kalitesi değerlemeleri saptanmış ve bu amaçla bireysel bankacılık hizmetlerinde her iki tür banka müşterilerinin bekledikleri ve algıladıkları hizmet kalitelerine ilişkin değerlemeler belirlenmeye çalışılmıştır. Aynı zamanda tüketicilerin bekledikleri hizmet kalitesi ile algıladıkları hizmet kalitesi arasındaki farkı saptanarak, beklenen ve algılanan hizmet kalitesi kavramları arasındaki farkı analiz edilmiş, tüketicilerin kamu ve özel banka hizmetleri değerlemeleri arasında fark olup olmadığı analiz edilmiştir. Bu çalışmada kapsamında, özel ve kamu sermayeli bankaların müşterilerine vermiş oldukları hizmetin kalitesini ölçmek amacıyla, Parasuraman, Zeithaml ve Berry tarafından geliştirilmiş olan SERVQUAL ölçeği kullanılarak analiz edilmiştir. Veri kaynağı İstanbul ilinde bulunan özel ve kamu sermayeli bankalardan hizmet alan müşterilerin, rassal olmayan örnekleme yöntemi ile seçilmiş 600 kişiden oluşmaktadır. Veri toplama yöntemi olarak anket yöntemi kullanılmıştır. Araştırma bulgularına göre, her iki gruptaki müşterilerin algıladıkları hizmet kalitesi, beklenen hizmet kalitesinin altında kalmaktadır. Bu çerçevede bankaların hizmet kalitesini iyileştirme ve geliştirme çalışmaları önem taşımaktadır.
The services sector, which witnesses intense competition today, has changed the point-of-view of consumers on quality and has therefore caused servicing companies to establish quality as the essential point of strategy and adapt a consumer-focused service quality approach. Banks, which have an important position in the service sector, should follow different strategies in order to meet consumers' varying requirements and attach importance to the development and measurement of their service quality. Quality measurement is difficult in the banking sector as it includes abstractness. Therefore, banks should conduct regular controls and improve their services in order to provide quality of service. This study identified evaluations on service quality made by figuratively selected consumers of public and private capital banks, which represent a sub-branch of the services sector, and for this purpose, it tried to identify the expected and perceived service quality as evaluated by the customers of both bank types as far as the individual banking services are concerned. It also identified the difference between the quality of service expected and perceived by consumers, analyzed the difference between the concepts of expected and perceived service quality and also analyzed whether a difference existed in evaluations made by customers about the services provided by private banks and public banks. Within the scope of this study, and in order to measure the service quality provided by private and public capital banks to their customers, an analysis was made using the SERVQUAL scale that is developed by, Parasuraman, Zeithaml and Berry. The data source comprises 600 persons that were selected by non-random sampling method amongst customers of the public and private capital banks in the city of Istanbul. The survey method was used as the data collection method. According to the research findings, the service quality perceived by customers in both groups fall below the expected quality of service. In this framework, it is important that the banks conduct studies for improving and developing their service quality.
The services sector, which witnesses intense competition today, has changed the point-of-view of consumers on quality and has therefore caused servicing companies to establish quality as the essential point of strategy and adapt a consumer-focused service quality approach. Banks, which have an important position in the service sector, should follow different strategies in order to meet consumers' varying requirements and attach importance to the development and measurement of their service quality. Quality measurement is difficult in the banking sector as it includes abstractness. Therefore, banks should conduct regular controls and improve their services in order to provide quality of service. This study identified evaluations on service quality made by figuratively selected consumers of public and private capital banks, which represent a sub-branch of the services sector, and for this purpose, it tried to identify the expected and perceived service quality as evaluated by the customers of both bank types as far as the individual banking services are concerned. It also identified the difference between the quality of service expected and perceived by consumers, analyzed the difference between the concepts of expected and perceived service quality and also analyzed whether a difference existed in evaluations made by customers about the services provided by private banks and public banks. Within the scope of this study, and in order to measure the service quality provided by private and public capital banks to their customers, an analysis was made using the SERVQUAL scale that is developed by, Parasuraman, Zeithaml and Berry. The data source comprises 600 persons that were selected by non-random sampling method amongst customers of the public and private capital banks in the city of Istanbul. The survey method was used as the data collection method. According to the research findings, the service quality perceived by customers in both groups fall below the expected quality of service. In this framework, it is important that the banks conduct studies for improving and developing their service quality.
Açıklama
Anahtar Kelimeler
Bankacılık, Banking, İşletme
