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Çağımızdaki teknolojik gelişmeler, insanların isteklerinin değişmesi ve çoğalması sebebiyle sunulan hizmetlerin kalitesinin tanımlanması zor hale gelmiştir. Teknolojik gelişmelerin sonucunda ortaya çıkan dijital sistemlerin süreçlere entegrasyonunda telekomünikasyon önde gelen sektörlerden biridir. Bu çalışmada Türkiye’de faaliyet gösteren GSM operatörlerinin sağlamış oldukları hizmetlere yönelik, müşterilerin beklenti ve algılarının SERVQUAL ölçeği ile karşılaştırılmalı analizinin yapılması amaçlanmıştır. Bu kapsamda Kayseri il merkezinde GSM operatörlerinden hizmet alan 508 kullanıcıya anket uygulanmıştır. Araştırmada elde edilen ölçeklerin güvenilirliği Cronbach’s Alpha (α) katsayısı ile tespit edilmiştir. Verilerin değerlendirilmesinde korelasyon ve ANOVA analizlerinden faydalanılmıştır. Neticede operatörlerin sunduğu hizmetlere göre müşterilerin beklenen ve algılanan kalite arasındaki fark en fazla Türk Telekom’da görülürken, en az Turkcell’de görülmüştür. Operatörlerin hizmet kalitesi skorları arasında da anlamlı bir farklılık tespit edilememiştir. Bununla birlikte, Türk Telekom için hizmet kalitesi ve müşteri memnuniyeti arasındaki ilişkinin diğer operatörlerden daha fazla olduğu tespit edilmiştir. Hizmet kalite boyutları içerisinde en yüksek skora sahip hizmet kalitesi boyutunun fiziksel özellikler, en düşük skora sahip boyutun ise anlayış boyutu olduğu görülmüştür. Araştırma bulgularının örneklem büyüklüğü açısından ve Kayseri il merkezini kapsaması sebebiyle bazı sınırlılıklar içerse de, GSM sektörü ve hizmet kalitesi odaklı diğer çalışmalar için karşılaştırmalı analizler yapılarak değerlendirilebilmesinin mümkün olduğu söylenebilir.
The technological developments in our age have become difficult to identify the quality of the services offered due to the change and multiplication of people’s desires. Telecommunications is one of the leading sectors in the integration of digital systems that arise as a result of technological developments into processes. In this study, the aim of the services provided by GSM operators operating in Turkey is to make a comparative analysis of the expectations and perceptions of customers with the SERVQUAL scale. In this context, a survey of 508 users serving GSM operators in the Kayseri province center has been implemented. The reliability of the scales obtained in the study was determined by the Cronbach’s Alpha (α) ratio. The assessment of the data has been used by the correlation and ANOVA analysis. Finally, according to the services offered by the operators, the difference between the customer’s expected and detected quality is most seen in Turk Telekom, while at least in Turkcell. There is no significant difference between the service quality scores of the operators. However, the relationship between the quality of service and customer satisfaction for Turkish Telecom has been found to be greater than other operators. The size of service quality with the highest score is the physical characteristics of the size of service quality with the lowest score, and the size of understanding with the lowest score. Although the research findings contain some limitations in terms of the sample size and because it covers the Kayseri province center, it can be said that it is possible to be evaluated by making comparative analyses for the GSM sector and other studies focused on service quality.
Due to the technological developments and changing and increasing demands of people in our age, the quality of the services provided has become difficult to define. Telecommunication is one of the leading sectors in the integration of digital systems, that emerge as a result of technological developments, into processes. In this study, it is aimed to make a comparative analysis of the expectations and perceptions of customers with SERVQUAL scale for the services provided by GSM operators. In this context, a questionnaire was applied to 508 users receiving service from GSM operators in Kayseri city center. The reliability of the scales obtained in the study was determined by the Cronbach’s Alpha (α) coefficient. Correlation and ANOVA analyzes were used in the evaluation of the data. As a result, the difference between expected and perceived quality in terms of customers according to the services offered by the operators is mostly seen in Türk Telekom, while the least is seen in Turkcell. No significant difference was found between the service quality scores of the operators. However, the relationship between Türk Telekom's service quality and customer satisfaction was found to be higher than other operators. It was observed that the service quality dimension with the highest score among the service quality dimensions was the physical properties, and the dimension with the lowest score was the understanding dimension. Although the findings of the study contain limitations due to the size of the sample and because it covers the city center of Kayseri, it can be said that it can be used as a comparison data for the GSM sector and other studies focused on service quality.
Alan : Fen Bilimleri ve Matematik; Mühendislik
Dergi Türü : Uluslararası
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