Cilt 14 Sayı 2 (2026): Business & Management Studies: An International Journal
Makaleler

Metaforlarla kargo deneyimi: Kargo şirketlerine yönelik algısal bir değerlendirme

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  • Mehri Banu Erdem
Mehri Banu Erdem
Dr., Kahramanmaraş İstiklal Üniversitesi, Kahramanmaraş, Türkiye

Yayınlanmış 25.06.2026

Anahtar Kelimeler

  • Perceived Quality, Service Experience, Customer Satisfaction, Cargo, Metaphor
  • Algılanan Kalite, Hizmet Deneyimi, Müşteri Memnuniyeti, Kargo, Metafor

Nasıl Atıf Yapılır

Metaforlarla kargo deneyimi: Kargo şirketlerine yönelik algısal bir değerlendirme. (2026). Business & Management Studies: An International Journal, 14(2), 717-734. https://doi.org/10.15295/bmij.v14i2.2743

Telif Hakkı (c) 2026 Mehri Banu Erdem

Creative Commons License

Bu çalışma Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License ile lisanslanmıştır.

Nasıl Atıf Yapılır

Metaforlarla kargo deneyimi: Kargo şirketlerine yönelik algısal bir değerlendirme. (2026). Business & Management Studies: An International Journal, 14(2), 717-734. https://doi.org/10.15295/bmij.v14i2.2743

Öz

E-ticaretin hızla büyümesi, müşteri deneyimlerinin ve memnuniyetinin şekillenmesinde kargo hizmetlerinin önemini artırmıştır. Bu çalışma, tüketicilerin kargo şirketlerine yönelik algılarını Metafor Analizi aracılığıyla incelemeyi amaçlamaktadır. Araştırmada nitel araştırma deseni benimsenmiş, veriler Kahramanmaraş ilinde yaşayan 65 tüketiciden metafor temelli yapılandırılmış görüşmeler yoluyla toplanmıştır. Elde edilen veriler İçerik Analizi yöntemiyle değerlendirilmiştir. Araştırma bulguları, tüketicilerin kargo şirketlerine yönelik genel olarak olumlu algılara sahip olduğunu, özellikle teslimat hızı, güvenilirlik ve operasyonel etkinlik unsurlarını ön plana çıkardıklarını göstermektedir. Bununla birlikte, müşteri iletişimi ve hizmet tutarlılığına ilişkin bazı sorun alanları da belirlenmiştir. Metaforik ifadeler, kargo deneyimlerinin hem işlevsel hem de duygusal boyutlarını ortaya koyarak, tüketicilerin kargo hizmetlerini geleneksel memnuniyet ölçütlerinin ötesinde nasıl değerlendirdiklerine ilişkin daha derin bir anlayış sunmuştur. Çalışma, metafor analizinin kargo hizmetleri bağlamında uygulanmasına katkı sağlayarak literatüre destek olmaktadır. Ayrıca kargo şirketlerinin hizmet kalitesini, müşteri iletişimini ve marka algısını geliştirmelerine yönelik uygulamaya dönük çıkarımlar sunmaktadır.

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