Serbest Muhasebeci̇ Ve Mali̇ Müşavi̇rleri̇n (Smmm) Müşteri̇leri̇ne Verdi̇kleri̇ Hi̇zmetlerdeki̇ Algilanan Hi̇zmet Kali̇tesi̇ni̇n Müşteri̇ Memnuni̇yeti̇ Üzeri̇ne Etki̇si̇ Ve Bi̇r Araştirma

Abstract

This study is aimed to research of The Effect of Perceived Service Quality of Accounting Service Provided by Certified Public Accountants (CPA) on Customer Satisfaction of hairdressers and barbers. For this purpose, a representative face to face survey has been conducted in the city of Istanbul on 324 hairdressers and barbers small businesses owners (SMEs) receiving accounting services all of whom were Istanbul residents. They took part in our face to face survey throughout October 05 th -December 02 th 2019. SPSS program has been used for "frequency", "reliability", "factor" and "correlation analyses". LISREL structural equation modelling has been used in order to test the significancy and reliability of our model. As a result of the analysis, goodness of fit values, t-values and standardized solution values have been analysed and it has been detected that the independent variables tangibles, reliability, responsiveness, assurance and empathy have a significant effect on the dependent variable customer satisfaction. We found that the variable most effective on customer satisfaction is reliability and empathy, assurance, responsiveness and tangibles variables follow reliability respectively. So, companies should value these variables, giving a priority to reliability. As this research is the first study conducted on hairdressers and barbers in Istanbul, it is considered that it will contribute to the companies providing Certified Public Accountants service.

Loji̇sti̇k Hi̇zmet Kali̇tesi̇ni̇n Marka Değeri̇ Üzeri̇ne Etki̇si̇

“…İşletmeler için lojistik hizmet kalitesi müşteri memnuiyeti ve bağlılığı üzerinde önemli bir etkiye sahiptir (Micu, Aivaz, ve Capatina, 2013). Karadeniz ve Balcı (2014) 2020), e-parekende hizmet kalitesinin marka değerine etkisini incelemiş ve hizmet kalitesinin marka değerine pozitif yönde anlamlı etkide bulunduğunu tespit etmişlerdir. Hangi boyutta olursa olsun algılanan kalite, müşterilerin satın alması için bir neden oluşturmakta ve kalite algısı arttıkça marka farkındalık, çağrışım, sadakat ve kalite konusunda da olumlu etkiler artmaktadır (Aaker 1991).…”