Türk Bankacılık Sektöründe Hizmet Kalitesinin Müşteri Tatmini ve Tekrar Satın Alma Niyeti Üzerine Etkisi: Yapısal Eşitlik Modeli ile Bir İnceleme

Abstract

The aim of this paper is two-fold: firstly, to assess customers’ expectations and perceptions towards the quality of services provided by private banks in Turkey and, secondly, to investigate the relationships between service quality, satisfaction, and repurchase intention for bank customers through a structural equation model. Data were collected by face to face interviews with 500 customers of a private bank listed in world’s most valuable 100 banking brands using the SERVQUAL method. Results revealed that customers’ perceptions of service quality fell short of their expectations, with the responsiveness dimension having the largest gap and the tangibles dimension having the smallest gap. Moreover, although the service quality did not have a direct effect on customer repurchase intention, it did have an indirect influence on customer repurchase intention via customer satisfaction. Results confirmed the mediator effect of customer satisfaction.