Hizmet Kalitesi, Kurumsal İmaj, Müşteri Memnuniyeti ve Davranışsal Niyet Arasındaki İlişkinin İncelenmesi: Kısmi En Küçük Kareler ile Yapısal Eşitlik Modeli (Investigation of the Relationship between Service Quality, Corporate Image, Customer Satisfaction
DOI:
https://doi.org/10.21325/jotags.2019.448Keywords:
Service quality, Customer satisfaction, Corporate image, Behavioral intention, Food beverage businnesAbstract
In this study, it is aimed to examine the relationship between service quality, corporate image, customer satisfaction and behavioral intent. Moreover, it is aimed to form a holistic service quality model by shaping the service quality in different sizes. The data were applied to 200 customers who were served from food and beverage companies. Partial least squares structural equation modeling was used in data analysis. As a result, service quality has an impact on customer satisfaction, corporate image and behavioral intent. The positive impact of the corporate image on customer satisfaction and customer satisfaction has also been determined. Important recommendations have been presented to food and beverage business managers and professionals.
References
Ajzen, I., ve Fishbein, M. (1980). Understanding attitudes and predicting social behavior. Englewood Cliffs, N.J. : Prentice-Hall.
Akter, S., D’Ambra, J., ve Ray, P. (2013). Development and validation of an instrument to measure user perceived service quality of mHealth. Information & Management, 50(4), ss. 181–195. Elsevier.
Anderson, E. W., Fornell, C., ve Lehmann, D. R. (1994). Customer Satisfaction, Market Share, and Profitability: Findings from Sweden. Journal of Marketing, 58(3), ss. 53–66. SAGE Publications. tarihinde https://doi.org/10.1177/002224299405800304 adresinden erişildi.
Anderson, E. W., ve Sullivan, M. W. (2008). The Antecedents and Consequences of Customer Satisfaction for Firms. Marketing Science.
Andreassen, T. W., ve Bodil Lindestad. (1998). Customer loyalty and complex services, the impact of corporate image on quality, customer satisfaction and loyalty for customers with varying degres of service expertise. International Journal of Service Industry Management Iss International Journal of Contemporary Hospitality Management Iss Journal of Services Marketing Iss Journal of Services Marketing.
Ayhan, D. Y., ve Karatepe, O. M. (1999). Kurumsal imaj ile ürün imajının kurumsal kimlik üzerindeki etkilerinin belirlenmesine yönelik bir literatür incelemesi. 4. Ulusal Pazarlama Kongresi Bildirileri, ss. 18–21.
Back, K.-J., ve Parks, S. C. (2003). A Brand Loyalty Model Involving Cognitive, Affective, and Conative Brand Loyalty and Customer Satisfaction. Journal of Hospitality & Tourism Research, 27(4), ss. 419–435. SAGE Publications Inc. tarihinde https://doi.org/10.1177/10963480030274003 adresinden erişildi.
Boulding, W., Kalra, A., Staelin, R., ve Zeithaml, V. A. (1993). A dynamic process model of service quality: from expectations to behavioral intentions. Journal of marketing research, 30(1), ss. 7–27. SAGE Publications Sage CA: Los Angeles, CA.
Caruana, A. (2002). Service loyalty: The effects of service quality and the mediating role of customer satisfaction. European journal of marketing, 36(7/8), ss. 811–828. MCB UP Ltd.
Chin, W. W. (1998). The partial least squares approach to structural equation modeling. Modern methods for business research, 295(2), ss. 295–336. London.
Chin, W. W. (2010). How to write up and report PLS analyses. Handbook of partial least squares (ss. 655–690). Springer.
Chin, W. W., ve Newsted, P. R. (1999). Structural equation modeling analysis with small samples using partial least squares. Statistical strategies for small sample research, 1(1), ss. 307–341.
Ciavolino, E., ve Dahlgaard, J. J. (2007). ECSI–customer satisfaction modelling and analysis: a case study. Total Quality Management, 18(5), ss. 545–554. Taylor & Francis.
Cohen, J. (1988). Statistical power analysis for the behavioral sciences (2nd baskı). Lawrence Erlbaum Associates, USA.
Cronin Jr., J. J., ve Taylor, S. A. (1992). Measuring Quality : A Reexamination and Extention. Journal of Marketing.
Cronin Jr, J. J., Brady, M. K., ve Hult, G. T. M. (2000). Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments. Journal of retailing, 76(2), ss. 193–218. Elsevier.
Darmawan, D., Mardikaningsih, R., ve Hadi, S. (2017). The Effect of Service Quality, Customer Satisfaction and Corporate Image on Customer Loyalty in the Banking Sector in Indonesia. Journal of Business and Management, 19(11), ss. 46–51.
Dijkstra, T. K., ve Henseler, J. (2015). Consistent partial least squares path modeling. MIS quarterly, 39(2).
Fornell, C., ve Larcker, D. F. (1981). Structural equation models with unobservable variables and measurement error: Algebra and statistics. SAGE Publications Sage CA: Los Angeles, CA.
Geisser, S. (1974). A Predictive Approach to the Random Effect Model. Biometrika, 61(1), ss. 101–107. [Oxford University Press, Biometrika Trust]. tarihinde http://www.jstor.org/stable/2334290 adresinden erişildi.
Gronroos, C. (1984). A Service Quality Model and its Marketing Implications. European Journal of Marketing.
Hair, joe F., Hult, G. T. M., Ringle, C., ve Sarstedt, M. (2016). A primer on partial least squares structural equation modeling (PLS-SEM). Sage Publications.
Hair, J. F., Anderson, R. E., Tatham, R. L., ve William, C. (1998). Black (1998), Multivariate data analysis. Upper Saddle River, NJ: Prentice Hall.
Hair, J. F., Black, W. C., Babin, B. J., ve Anderson, R. E. (2010). Multivariate Data Analysis Joseph F. Hair Jr. William C. Black Barry J. Babin Rolph E. Anderson Seventh Edition (Seventh Ed.). Pearson Education Limited.
Hair, J. F., Ringle, C. M., ve Sarstedt, M. (2011). PLS-SEM: Indeed a silver bullet. Journal of Marketing theory and Practice, 19(2), ss. 139–152. Taylor & Francis.
Hair, J. F., Ringle, C. M., ve Sarstedt, M. (2013). Partial least squares structural equation modeling: Rigorous applications, better results and higher acceptance. Long range planning, 46(1–2), ss. 1–12.
Hair, J. F., Risher, J. J., Sarstedt, M., ve Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), ss. 2–24. Emerald Publishing Limited.
Hair, J. F., Sarstedt, M., Hopkins, L., ve G. Kuppelwieser, V. (2014). Partial least squares structural equation modeling (PLS-SEM) An emerging tool in business research. European Business Review, 26(2), ss. 106–121. Emerald Group Publishing Limited.
Henseler, J., Ringle, C. M., ve Sinkovics, R. R. (2009). The use of partial least squares path modeling in international marketing. New challenges to international marketing (ss. 277–319). Emerald Group Publishing Limited.
Homburg, C., Koschate, N., ve Hoyer, W. (2006). The Role of Cognition and Affect in the Formation of Customer Satisfaction: A Dynamic Perspective. Journal of Marketing - J MARKETING (C. 70).
Hu, H.-H., Kandampully, J., ve Juwaheer, T. D. (2009). Relationships and impacts of service quality, perceived value, customer satisfaction, and image: an empirical study. The service industries journal, 29(2), ss. 111–125. Taylor & Francis.
Hulland, J. (1999). Use of partial least squares (PLS) in strategic management research: a review of four recent studies. Strategic management journal, 20(2), ss. 195–204. Wiley Online Library.
Kim, J.-H., Ritchie, J. R. B., ve McCormick, B. (2012). Development of a scale to measure memorable tourism experiences. Journal of Travel Research, 51(1), ss. 12–25. Sage Publications Sage CA: Los Angeles, CA.
Kim, S., ve Lee, J. S. (2013). Is satisfaction enough to ensure reciprocity with upscale restaurants? The role of gratitude relative to satisfaction. International Journal of Hospitality Management.
Kivela, J., Inbakaran, R., ve Reece, J. (1999). Consumer research in the restaurant environment, Part 1: A conceptual model of dining satisfaction and return patronage. International Journal of Contemporary Hospitality Management.
Kuruuzum, A., ve Koksal, C. D. (2010). The impact of service quality on behavioral intention in hospitality industry. International journal of business and management studies, 2(1), ss. 9–15.
Kwun, D. J.-W., ve Oh, H. (2007). Past Experience and Self-Image in Fine Dining Intentions. Journal of Foodservice Business Research.
Ladhari, R. (2008). Alternative measures of service quality: a review. Managing Service Quality: An International Journal, 18(1), ss. 65–86. Emerald Group Publishing Limited.
Lai, F., Griffin, M., ve Babin, B. J. (2009). How quality, value, image, and satisfaction create loyalty at a Chinese telecom. Journal of business research, 62(10), ss. 980–986. Elsevier.
Lam, S.-Y., Lee, V.-H., Ooi, K.-B., ve Lin, B. (2011). The relationship between TQM, learning orientation and market performance in service organisations: an empirical analysis. Total Quality Management & Business Excellence, 22(12), ss. 1277–1297. Routledge. tarihinde https://doi.org/10.1080/14783363.2011.631337 adresinden erişildi.
Liu, X., Li, J., ve Kim, W. G. (2017). The role of travel experience in the structural relationships among tourists’ perceived image, satisfaction, and behavioral intentions. Tourism and Hospitality Research, 17(2), ss. 135–146. SAGE Publications Sage UK: London, England.
Lu, Y., Cao, Y., Wang, B., ve Yang, S. (2011). A study on factors that affect users’ behavioral intention to transfer usage from the offline to the online channel. Computers in Human Behavior, 27(1), ss. 355–364. Elsevier.
Moschandreas, D. J., ve Chu, P. (2002). Occupant perception of indoor air and comfort in four hospitality environments. AIHA Journal, 63(1), ss. 47–54. Taylor & Francis.
Naeem, H., ve Saif, M. I. (2010). Employee empowerment and customer satisfaction: Empirical evidence from the banking sector of Pakistan. African journal of business management, 4(10), ss. 2028–2031. Academic Journals.
Namkung, Y., ve Jang, S. C. (2007). Does Food Quality Really Matter in Restaurants? Its Impact On Customer Satisfaction and Behavioral Intentions. Journal of Hospitality and Tourism Research.
Namkung, Y., ve Jang, S. C. (Shawn). (2010). Effects of perceived service fairness on emotions, and behavioral intentions in restaurants. European Journal of Marketing.
Neuman, W. L. (2016). Understanding research. Pearson.
Nguyen, N., ve Leblanc, G. (1998). The mediating role of corporate image on customers’ retention decisions: An investigation in financial services. International Journal of Bank Marketing.
Nunnally, J. C., ve Bernstein, I. H. (1994). Psychological theory. New York, NY: MacGraw-Hill, ss. 131–147.
Oliver, R. L. (1980). A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions. Journal of Marketing Research, 17(4), ss. 460–469. American Marketing Association. tarihinde http://www.jstor.org/stable/3150499 adresinden erişildi.
Oliver, R. L. (1999). Whence consumer loyalty? Journal of marketing, 63(4_suppl1), ss. 33–44. SAGE Publications Sage CA: Los Angeles, CA.
Olorunniwo, F., Hsu, M. K., ve Udo, G. J. (2006). Service quality, customer satisfaction, and behavioral intentions in the service factory. Journal of services marketing, 20(1), ss. 59–72. Emerald Group Publishing Limited.
Parasuraman, A., Zeithaml, V., Berry, L. (1988). SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality. Jorunal of Retailing.
Parasuraman, A., Berry, L. L., ve Zeithaml, V. A. (1985). Conceptual model of service quality and its implications for future research. Journal of marketing.
Pettijohn, L. S., Pettijohn, C. E., ve Luke, R. H. (1997). An Evaluation Of Fast Food Restaurant Satisfaction : Determinants, Competitive Comparisons And Impact on Future Patronage. Journal of Restaurant & Foodservice Marketing.
Raajpoot, N. A. (2002). TANGSERV. Journal of Foodservice Business Research, 5(2), ss. 109–127. Routledge. tarihinde https://doi.org/10.1300/J369v05n02_08 adresinden erişildi.
Reichheld, F. F., ve Sasser, W. E. (1990). Zero defeofions: Quoliiy comes to services. Harvard business review, 68(5), ss. 105–111.
Ruetzler, T. (2008). Food, Beverage, and Service Quality: Does Culture Impact Satisfaction with University Food Services? Journal of Culinary Science & Technology, 6(4), ss. 308–324. Taylor & Francis. tarihinde https://www.tandfonline.com/doi/abs/10.1080/15428050802523552 adresinden erişildi.
Ryu, K., ve Han, H. (2010). Influence of the Quality of Food, Service, and Physical Environment on Customer Satisfaction and Behavioral Intention in Quick-Casual Restaurants: Moderating Role of Perceived Price. Journal of Hospitality and Tourism Research.
Ryu, K., ve Han, H. (2011). New or repeat customers: how does physical environment influence their restaurant experience? International Journal of Hospitality Management, 30(3), ss. 599–611. Elsevier.
Ryu, K., ve Shawn Jang, S. (2008). DINESCAPE: A scale for customers’ perception of dining environments. Journal of Foodservice Business Research.
Setyadi, A., Ali, H., ve Imaroh, T. S. (2017). Building Brand Image: Analysis of Service Quality and Customer Satisfaction. Saudi Journal of Business and Management Studies.
Stevens, P., Knutson, B., ve Patton, M. (1995). Dineserv: A Tool for Measuring Service Quality in Restaurants. Cornell Hotel and Restaurant Administration Quarterly.
Tan, Q., Oriade, A., ve Fallon, P. (2014). SERVICE QUALITY AND CUSTOMER SATISFACTION IN CHINESE FAST FOOD SECTOR: A PROPOSAL FOR CFFRSERV. An International Journal of Akdeniz University Tourism Faculty.
Tsaur, S.-H., Luoh, H.-F., ve Syue, S.-S. (2015). Positive emotions and behavioral intentions of customers in full-service restaurants: does aesthetic labor matter? International Journal of Hospitality Management, 51, ss. 115–126. Elsevier.
Tse, D. K., ve Wilton, P. C. (1988). Models of Consumer Satisfaction Formation: An Extension. Journal of Marketing Research, 25(2), ss. 204–212. American Marketing Association. tarihinde http://www.jstor.org/stable/3172652 adresinden erişildi.
Woodside, A., Frey, L., ve Timothy, R. (1989). Linking Service Quality , Customer Satisfaction , And Behavio. Journal of health care marketing.
Wu, C. H.-J., ve Liang, R.-D. (2009). Effect of experiential value on customer satisfaction with service encounters in luxury-hotel restaurants. International Journal of Hospitality Management, 28(4), ss. 586–593. Elsevier.
Wu, H.-C. (2013). An empirical study of the effects of service quality, perceived value, corporate image, and customer satisfaction on behavioral intentions in the Taiwan quick service restaurant industry. Journal of Quality Assurance in Hospitality & Tourism, 14(4), ss. 364–390. Taylor & Francis.
Yu, Y.-T., ve Dean, A. (2001). The contribution of emotional satisfaction to consumer loyalty. International journal of service industry management, 12(3), ss. 234–250. MCB UP Ltd.
Yüksel, A., ve Yüksel, F. (2003). Measurement of tourist satisfaction with restaurant services: A segment-based approach. Journal of Vacation Marketing, 9(1), ss. 52–68. SAGE Publications Ltd. tarihinde https://doi.org/10.1177/135676670200900104 adresinden erişildi.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2023 Journal of Tourism & Gastronomy Studies
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.