Quality perception in service marketing: As an example of Malatyapark

Service Businesses which is an indicator of a country's development level, struggle to increase their sales and struggle to grow in both nationally and internationally. Shopping malls that increase in numbers recently, are developing rapidly in the world and in Turkey and because of their diversified and specific services, especially in big cities, it is becoming an essential part of society. Consumers' expectations play an important role in development of shopping malls and retail business. Changes in income level, demographical structures, life styles, and development in technology increase the expectations from shopping malls. Every new development in service industry raises the expectations of consumers as well. In general, quality is a very important concept for both service industries and manufacturing industries. As one of the most important issues of a country's development level, services are the sum of systems, activities and benefits that facilitate to solve the issues of consumers. Service quality which is a concern of whole society indicates how much the expectations of customers are satisfied. In this study, depending on MalatyaPark's consumers' socio-demographic characteristics and as a result of their experiences of expected service quality and perceived service quality, it is studied that how the perceived service quality form and how it affects the satisfaction level. Model of the study shaped with a connection of consumers' quality expectation and experienced of quality and it is done in accordance with the descriptive and relational model. In this study, a very credible data collection tool, servqual scale is used. Incidental error is equal to zero so the scale is reliable. In this study factor number is determined according to variance ratio and 22 variables gathered in 5 factor. For the reason that survey's analyses are made classical dependent variable, it is used t test, anova and correlation. In One WayAnova Post-Hoc and Scheffe analyses are made. In the survey, it is found that costumers' perception of service quality of MalatyaPark does not meet expectations of costumers. As a result of the analysis it is detected that perception and xpectation differ saccording to socio-demographic characteristics. Findings collected in this context are included in this study. Meaningful correlations are detected between aspect of perception and expectation of service quality. Its degree and direction is studied and in order to increase satisfaction level of shopping mall visitors, some suggestions are also made to shopping mall managers. Keyword: Services, Service Marketing, Service Quality, Servqaul Model, Organized Retailing, Shopping Malls.