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Bu araştırmanın amacı bireysel banka müşterilerinin hizmet kalitesi algılarının müşteri sadakati üzerine etkisinin olup olmadığını incelemektir. İlk olarak literatür de algılanan hizmet kalitesiyle ilgili çalışmalar incelenmiştir. Daha sonra literatür de geliştirilen SERVPERF ölçeğinden yararlanılarak bireysel banka müşterilerinin hizmet kalitesiyle ilgili algıları ortaya çıkarılmıştır. Bu kapsamda araştırmanın evrenini Düzce il merkezinde ikamet eden 18 yaş üstü bireysel banka müşterileri oluşturmaktadır. Bu doğrultuda 384 kişiden anket tekniği kullanılarak veriler toplanmıştır. Elde edilen veriler SPSS hazır paket program kullanılarak analiz edilmiştir. Elde edilen verilere açıklayıcı faktör analizi, korelasyon analizi, çoklu doğrusal regresyon analizi, T-testi ve ANOVA testleri uygulanmıştır. Yapılan analizler sonucunda, algılanan hizmet kalitesi ile ilgili dört boyut, müşteri sadakati ile ilgili iki boyut ortaya çıkmıştır. Algılanan hizmet kalitesi ile ilgili boyutlar güvenilirlik, fiziksel görünüm, isteklilik ve empatidir. Müşteri sadakati ilgili yapılan faktör analizinde ortaya çıkan boyutlar davranışsal sadakat ve bilişsel sadakattir. Yapılan çoklu doğrusal regresyon analizi sonuçlarına göre algılanan hizmet kalitesi boyutlarının (güvenirlilik, heveslilik, empati, fiziksel görünüm) müşteri sadakatini (davranışsal sadakati ve bilişsel sadakati) etkilediği ortaya çıkmıştır. Katılımcıların özellikleri ile ilgili yapılan farklılık analizlerinde de anlamlı sonuçlar ortaya çıkmıştır.
The purpose of this research is to investigate whether individual bank customers’ perceptions of service quality have an impact on customer loyalty. First of all, literature has also been studied on the quality of the service. Later literature was also developed using the SERVPERF scale to reveal the perceptions of individual bank customers about the quality of service. In this context, the universe of research is formed by individuals over the age of 18 who reside in the Düzce province center. The data was collected by 384 people using the survey technique. The obtained data was analyzed using the SPSS ready package program. The obtained data has been implemented by the explanatory factor analysis, correlation analysis, multi-linear regression analysis, T-test and ANOVA tests. The results of the analyses showed that four dimensions relating to the quality of the service detected, two dimensions relating to customer loyalty. The dimensions related to the quality of the service being perceived are reliability, physical appearance, willingness and empathy. The dimensions arising in the analysis of the factors related to customer loyalty are behavioral loyalty and cognitive loyalty. According to the results of the multi-linear regression analysis, it is found that the quality dimensions of service (confidence, enthusiasm, empathy, physical appearance) have an impact on customer loyalty (behavioral loyalty and cognitive loyalty). The analysis of the differences in the characteristics of the participants also revealed meaningful results.
The aim of this study is to determine the effect of bank customers’ perceived service on customer loyalty. For this purpose, at first the researches on perceived bank service were reviewed. Afterwards, service quality perceptions of bank service were determined by using SERVPERF scale that were developed in literature previously. In this context, The universe of the research is composed of individual bank customers over 18 years of age living in Duzce. Accordingly, data was gathered from 384 participants by questionnaire. Obtained data was analyzed using SPSS ready program. Descriptive factor analysis, multiple linear regression analysis, correlation analysis, T test and ANOVA tests were applied to data. As a result, 4 dimensions for perceived service quality and 2 dimensions for customer loyalty were defined. The 4 dimensions of perceived service quality are: Reliability, physical appearance, willingness, and empathy. The two dimensions of customer loyalty are: behavioural loyalty and cognitive loyalty. According to multiple linear regression results, dimensions perceived service quality (reliability, physical appearance, willingness, and empathy) effects dimensions customer loyalty (behavioural loyalty and cognitive loyalty). Meaningful outcomes has emerged the participants also analyzed the differences regarding the characteristics.
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