Research Article
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Hizmet Kalitesi, Tatmin ve Güvenin Daha Fazla Ödeme Eğilimi Üzerindeki Etkileri

Year 2014, Volume: 14 Issue: 1, 31 - 58, 29.03.2014
https://doi.org/10.18037/ausbd.60377

Abstract

İşletmeler, müşterilerinin kendilerini tercih etmesini ve bu tercihin uzun süre devam etmesini isterler. Bu tercih işletmenin riskini azalttığı gibi, karlılıkları üzerinde de olumlu etkiye sahiptir. Benzer şekilde, tüketiciler de algıladıkları riski düşürebilmek için beklentilerine karşılık veren işletmeleri ve markaları tercih ederler. Bazı durumlarda da ürün veya hizmetlerin niteliğine göre, belirli düzeylerde daha yüksek fiyat ödemeyi kabul ederler. Bu çalışma ilk olarak tüketicilerin daha fazla ödeme eğilimlerini ve bu eğilimin belirleyicileri olarak hizmet kalitesi, tatmin ve güven unsurlarını teorik olarak incelemektedir. Sonrasında söz konusu faktörler ile daha fazla ödeme eğilimi ilişkilendirilmekte ve hipotezler oluşturulmaktadır. Teorik altyapı, sağlık hizmetleri ile de ilişkilendirilmekte ve sağlık hizmetlerinin ayrı dinamikleri ortaya konulmaktadır. Araştırma modelinin analizinde veriler kolayda örneklem yöntemiyle belirlenmiş örneklemden anket yöntemi ile toplanmıştır. Sadece Sosyal Güvenlik Kurumu’na mensup, 437 cevaplayıcıdan elde edilen verilerle model, yapısal eşitlik modellemesiyle analiz edilmiş ve belirleyicilerin etkileri ölçülmüştür. Çalışmada ayrıca özel hastane ve devlet hastanesi tercihinin düzenleyici etkisi ortaya konulmaktadır. Araştırma bulguları, hizmet kalitesi, tatmin ve güvenin yüksek olmasının, sağlık hizmetleri talep eden tüketicilerin daha fazla ödeme eğilimini olumlu şekilde etkilediğini göstermektedir. Ayrıca, hastaların özel veya devlet hastanesi seçiminin, model kapsamındaki ilişkiler arasında düzenleyici etkisi olduğu ortaya çıkmıştır.

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Year 2014, Volume: 14 Issue: 1, 31 - 58, 29.03.2014
https://doi.org/10.18037/ausbd.60377

Abstract

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There are 131 citations in total.

Details

Primary Language English
Journal Section Articles
Authors

Emre Şahin Dölarslan

Alper Özer

Publication Date March 29, 2014
Submission Date August 1, 2013
Published in Issue Year 2014 Volume: 14 Issue: 1

Cite

APA Dölarslan, E. Ş., & Özer, A. (2014). Hizmet Kalitesi, Tatmin ve Güvenin Daha Fazla Ödeme Eğilimi Üzerindeki Etkileri. Anadolu Üniversitesi Sosyal Bilimler Dergisi, 14(1), 31-58. https://doi.org/10.18037/ausbd.60377

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