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Günümüzde bireysel araç kiralama sektörü gün geçtikçe büyümekte ve araç kiralama faaliyetinde bulunan tüketici sayısı hızla artmaktadır. Bireysel araç kiralama sektörünün büyümesi için sunulan hizmetlerin kaliteli olması ve tüketicilerin sunulan ürün ve hizmetlerden duydukları memnuniyet ve sadakat seviyelerinin yüksek olması gerekmektedir. Bu çalışmanın ana amacı bireysel araç kiralama hizmetlerinin kalitesinin incelenmesi ve hizmet kalitesinin memnuniyet ve sadakat üzerindeki etkilerinin araştırılmasıdır. İkincil amaç ise bireysel araç kiralama hizmetlerinin kalitesinin demografik değişkenlere göre farklılaşıp farklılaşmadığının incelenmesidir. Bu doğrultuda, nicel yöntemlerden anket tekniği kullanılarak daha önce araç kiralaması yapmış 400 tüketici ile yüz yüze anket ve e-posta yoluyla anket teknikleri vasıtasıyla veri toplanmıştır. Verilerin analizinde faktör, korelasyon, regresyon analizleri ve bağımsız örneklemler T testi ve Anova testinden yararlanılmıştır. Bulgularda araç kiralama hizmetleri kalitesi ölçeğinin üç boyutta toplandığı ve teknik yeterlilik boyutunun hem memnuniyeti hem de sadakati güçlü bir şekilde etkilediği görülmüştür. Ayrıca, teknik yeterlilik boyutunun tüketicilerin medeni durumlarına ve eğitim durumlarına göre de farklılaştığı bulunmuştur. Bu çalışma, sadece bireysel araç kiralama sektöründe sunulan hizmetlerin kalite boyutlarına odaklanması ve bu boyutların demografik değişkenlere göre incelenmesi açısından özgün bir çalışmadır.
Today, the car rental industry has been growing day by day and the number of consumers, who have rented a car before, have been increasing sharply. For the growth in the car rental industry, services provided should be high-quality and consumers' satisfaction and loyalty levels of these services should be at the high level. The main objective of this research was to examine the quality of the services in the individual car rental industry and analyze the effects of service quality on satisfaction and loyalty. The second goal of the study was to analyze whether car rental service quality differentiate based on demographics or not. Within these goals, data were gathered from 400 consumers, who have rented a car before, via face-to-face survey and e-mail survey techniques. Factor analysis, correlation analysis, regression analysis, independent sample T test, and Anova test were used in data analysis. In findings, it was seen that there were three dimensions of the car rental service quality scale, and the technical competence dimension affected both satisfaction and loyalty influentially. Also, it was found that the technical competence dimension differentiated based on marital and education status of the customers. This study was an original study for focusing on the quality dimensions of services provided only in the individual car rental industry and examining these dimensions based on demographic variables.
Today, the car rental industry has been growing day by day and the numbers of consumers, who have rented a car before, have been increasing sharply. For the growth in the car rental industry, services provided should be high-quality and consumers’ satisfaction and loyalty levels of these services should be at the high level. The main aim of this research was to examine the quality of the services in the individual car rental industry and analyze the effects of service quality on satisfaction and loyalty. The second aim of the study was to analyze whether car rental service quality differentiate based on demographics or not. Within these aims, data were gathered from 400 consumers, who have rented a car before, via face-to-face survey and e-mail survey techniques. Factor analysis, correlation analysis, regression analysis, independent sample T test, and Anova test were used in data analysis. In findings, it was seen that there were three dimensions of the car rental service quality scale, and the technical competence dimension affected both satisfaction and loyalty influentially. Also, it was found out that the technical competence dimension differentiated based on marital and education status of the customers. This study was an original study for focusing on the quality dimensions of services provided only in the individual car rental industry and examining these dimensions based on demographic variables.
Field : Sosyal, Beşeri ve İdari Bilimler
Journal Type : Uluslararası
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