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Journals / Pazarlama ve Pazarlama Araştırmaları Dergisi / 2013 / Cilt: 6 - Sayı: 11

A CRITIQUE ON THE MEASUREMENT OF EXPECTATIONS WITH SERVQUAL

SERVQUAL İLE ‘BEKLENTİ’NİN ÖLÇÜMÜNE YÖNELİK BİR KRİTİK

Bahtışen KAVAK
Ezgi SOĞANCI
Canan ERYİĞİT
Pages
81–98
Publication Date
2013-06-01
DOI
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AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

The results revealed that for some service quality elements expectation level differs among experienced and non-experienced consumers

📌 3 Key Takeaways

🎯
Objective & Hypothesis:In this study SERVQUAL which has been widely adopted in the literature was criticized on the basis of measurement of expectations after service experience.
📊
Key Findings & Data:For this purpose, the difference between expectations of experienced and non-experienced consumers was examined.
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Conclusion & Impact:The results revealed that for some service quality elements expectation level differs among experienced and non-experienced consumers
🔬Design:Research Article
📍Scope:Comprehensive Sample
⚙️Variables:hizmet kalitesi · SERVQUAL · beklenti

Abstract

In this study SERVQUAL which has been widely adopted in the literature was criticized on the basis of measurement of expectations after service experience. For this purpose, the difference between expectations of experienced and non-experienced consumers was examined. Expectation level of students was measured at the time they entered the university and at their last semester. Then, expectation levels at different times were compared using Mann Whitney U test. The results revealed that for some service quality elements expectation level differs among experienced and non-experienced consumers

Özet

Bu çalışma literatürde en çok kabul gören hizmet kalitesi ölçüm yöntemlerinden SERVQUAL ölçüm modelini beklentilerin hizmet alımından sonra ölçülmesine yönelik olarak kritik etmeyi amaçlamaktadır. Bu çerçevede, hizmetle ilgili daha önce deneyimi olanlarla, olmayanların beklentileri arasındaki fark araştırılmıştır. Çalışmada öğrencilerin üniversiteye girdiklerinde deneyimin etkisi olmadan sahip oldukları beklentileri ile son dönemlerinde deneyimin etkisiyle hizmete ilişkin beklentileri karşılaştırılmış ve aradaki fark Mann Whitney U ile test edilmiştir. Sonuçta, bazı hizmet kalitesi unsurları açısından deneyimin etkisi olmadan ve deneyim sonrası oluşan beklenti düzeylerinin farklılaştığı tespit edilmiştir

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Cite This Article

KAVAK, B., SOĞANCI, E., ERYİĞİT, C. (2013). A CRITIQUE ON THE MEASUREMENT OF EXPECTATIONS WITH SERVQUAL. Pazarlama ve Pazarlama Araştırmaları Dergisi, Cilt: 6 - Sayı: 11, 81–98. https://ajindex.com/articles/372140

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