Faaliyetlerini küresel bir şekilde sürdüren işlet melerin ürün ve hizmetlerinde teknolojide yaşanan

Algılanan Fayda ve Fedakarlık Bileşenlerinin Algılanan Müşteri Değeri Üzerindeki Etkisi

395

ilgili olarak farklı sektörler kapsamında ve farklı ör-

neklemler üzerinde değişik çalışmaların gerçekleşti-

rilmesini gerekli kılmaktadır. Dolayısıyla çalışmanın 

algılanan müşteri değeri üzerinde etkili olan fayda ve 

fedakarlık bileşenlerini analiz edebilmek için, şehir-

lerarası kara yolu yolcu taşımacılığı alanında faaliyet 

gösteren işletmelerden hizmet satın alan tüketiciler 

üzerinde gerçekleştirilmiş olmasının literatürde yer 

alan boşlukların doldurulmasına katkı sağlayacağı 

öngörülmektedir. Bununla birlikte, çalışmanın uygu-

lamaya yönelik olarak, şehirlerarası kara yolu yolcu 

taşımacılığı alanında müşterileri tarafından algılanan 

değeri yükseltmek veya müşterilerine daha üstün 

değer sunmak isteyen işletmelere bunun gerçekleşti-

rilmesi konusunda yol gösterici olacağı düşünülmek-

tedir.

Çalışmanın bir takım kısıtları bulunmaktadır. İlk 

olarak, çalışma şehirlerarası kara yolu yolcu taşımacı-

lığı alanında faaliyet gösteren işletmelerden hizmet 

satın almış tüketiciler üzerinde gerçekleştirilmiştir. 

Gelecekte yapılacak çalışmalarda farklı ürün ve hiz-

met sektörlerinin ele alınması ve sonuçların karşı-

laştırılması etkilerin daha ayrıntılı olarak incelenme-

sine olanak verecektir. İkinci olarak, çalışma sadece 

Zonguldak ilinde faaliyet gösteren işletmeleri ve bu 

il çerçevesinde hizmet satın almış tüketicileri kapsa-

maktadır. Ayrıca veriler kolayda örnekleme yöntemi 

kullanılarak toplanmıştır. Dolayısıyla tesadüfi örnekle-

me yöntemleri ile seçilmiş farklı örneklemler üzerinde 

gerçekleştirilecek çalışmalar sonuçların genellene-

bilirliğine katkı sağlayacaktır. Son olarak çalışmada, 

algılanan müşteri değeri üzerinde etkili olan fayda 

bileşenleri olarak fonksiyonel, duygusal ve sosyal 

fayda, fedakarlık bileşenleri olarak ise parasal mali-

yet ve zaman/çaba maliyeti ele alınmıştır. Gelecekte 

farklı örneklemler ile farklı ürün ve hizmet sektörleri 

üzerinde gerçekleştirilecek çalışmalarda, durumsal 

fayda, yenilik faydası, estetik faydası gibi farklı fayda 

unsurları ile algılanan risk gibi farklı fedakarlık unsur-

larının da analize katılması çalışmanın geliştirilmesine 

olanak sağlayacaktır.

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396

Ümit BAŞARAN, Ramazan AKSOY

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