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The Effects of Perceived Risk in the Hospitality Industry on Customer Participation, Perceived Value and Customer Loyalty

Yıl 2022, Cilt: 9 Sayı: 2, 342 - 363, 30.10.2022
https://doi.org/10.17336/igusbd.840580

Öz

The concept of customer participation, which creates value in hospitality business, is expressed as the inclusion of customers in service production and delivery process (Bendapudi and Leone, 2003). This concept, which can be evaluated subjectively from the customer perspective has a relationship with perceived risk, perceived value and customer loyalty. In this context, the purpose of the study is to determine the effects of the risk perceived by customers who receive hospitality services regarding the service they purchase on customer participation and the effects of customer participation on the perceived value and loyalty levels of customers regarding the service they receive. The population of the study live in Turkey, tourism and constitute all individuals who have received accommodation services. In this study, "Perceived Risk", "Perceived Value", "Customer Loyalty" and "Customer Engagement" scales have been used. The data have been collected from customers (202) who receive hospitality services using convenience sampling method. The structural model has been created and tested using the partial least squares method. According to the results of the study; perceived risk positively affects customer participation, customer participation positively affects perceived value and customer participation positively affects customer loyalty. 

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Konaklama Sektöründe Algılanan Riskin, Müşteri Katılımı, Algılanan Değer ve Müşteri Sadakati Üzerindeki Etkileri

Yıl 2022, Cilt: 9 Sayı: 2, 342 - 363, 30.10.2022
https://doi.org/10.17336/igusbd.840580

Öz

Konaklama işletmelerinde değer oluşmasını sağlayan müşteri katılımı kavramı, müşterilerin hizmet üretim ve sunum süreçlerine dâhil olması olarak ifade edilmektedir (Bendapudi ve Leone, 2003). Müşteri perspektifinden öznel olarak da değerlendirilebilen bu kavramın algılanan risk, algılanan değer ve müşteri sadakati ile ilişkisi bulunmaktadır. Bu bağlamda çalışmanın amacını, konaklama hizmeti alan müşterilerin satın aldıkları hizmete ilişkin algıladıkları riskin, müşteri katılımı üzerindeki, müşteri katılımının ise müşterilerin aldıkları hizmete ilişkin algıladıkları değer ve sadakat düzeyleri üzerindeki etkilerini belirlemek oluşturmaktadır. Çalışmanın ana kütlesini Türkiye’de yaşayan, turizm ve konaklama hizmeti almış tüm bireyler oluşturmaktadır. Çalışmada “Algılan Risk”, “Algılanan Değer”, “Müşteri Sadakati” ve “Müşteri Katılımı” ölçekleri kullanılmıştır. Veriler, kolayda örneklemi yöntemiyle konaklama hizmeti alan müşterilerden (202) toplanmıştır. Yapısal model oluşturulmuş ve kısmi en küçük kareler yöntemi ile test edilmiştir. Çalışmanın sonuçlarına göre; algılanan risk müşteri katılımını, müşteri katılımı algılanan değeri ve müşteri katılımı müşteri sadakatini pozitif yönde etkilemektedir.   

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  • YANG, A. J. F., HUANG, Y. C. & CHEN, Y. J. (2019). The importance of customer participation for high-contact services: Evidence from a real estate agency, Total Quality Management & Business Excellence, Volume 30(7-8), 831-847.
  • YANG, Y., LI, Z., SU, Y., WU, S. & LI, B. (2019). Customers as co-creators: Antecedents of customer participation in online virtual communities, International Journal of Environmental Research and Public Health, Volume 16(24), 4998.
  • YEH, Y. P. (2016). Market orientation and service innovation on customer perceived value, Management Research Review.
  • YEO, R. K. & VE LI, J. (2014). Beyond SERVQUAL: The competitive forces of higher education in Singapore, Total Quality Management & Business Excellence, Volume 25(1-2), 95-123.
  • YI, Y. & GONG, T. (2013). Customer value co-creation behavior: Scale development and validation, Journal Of Business research, Volume 66(9), 1279-1284.
  • ZEITHAML, V. A. (1988). Consumer perceptions of price, quality and value: A means-end model and synthesis of evidence, Journal of Marketing, Volume 52(3), 2–22.
  • ZEITHAML, V. A. (1981). How cdnsuper evaluation processes differ between goods and services. In Conference: American Marketing Association First Services Marketing Conference.
  • ZEITHAML, V., BITNER, M. J. & GREMLER, D. D. (2012) Il marketing dei servizi, Milano, McGrawHill.
  • ZEITHAML, V. A., BERRY, L. L., & PARASURAMAN, A. (1996). The behavioral consequences of service quality, Journal of marketing, Volume 60(2), 31-46.
  • ZEITHAML, V.A. & BITNER, M.J. (2000), Services marketing, McGraw-Hill, Boston, MA.
  • ZHANG, L., TAN, W., XU, Y. &TAN, G. (2012), Dimensions of consumers’ perceived risk and their influences on online consumers’ purchasing behavior, Communications in Information Science and Management Engineering, Volume 2(7).
  • ZHIHONG, L., DUFFIELD, C., & WILSON, D. (2015). Research on the driving factors of customer participation in service innovation in a virtual brand community, International Journal of Innovation Science.
  • ZIELKE, S., & DOBBELSTEIN, T. (2007). Customers' willingness to purchase new store brands, Journal of Product & Brand Management.
Toplam 139 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Bölüm Makaleler
Yazarlar

Müjde Aksoy Bu kişi benim 0000-0002-2995-0371

Emine Kambur 0000-0003-4946-6867

Erken Görünüm Tarihi 30 Ekim 2022
Yayımlanma Tarihi 30 Ekim 2022
Kabul Tarihi 20 Nisan 2021
Yayımlandığı Sayı Yıl 2022 Cilt: 9 Sayı: 2

Kaynak Göster

APA Aksoy, M., & Kambur, E. (2022). Konaklama Sektöründe Algılanan Riskin, Müşteri Katılımı, Algılanan Değer ve Müşteri Sadakati Üzerindeki Etkileri. İstanbul Gelişim Üniversitesi Sosyal Bilimler Dergisi, 9(2), 342-363. https://doi.org/10.17336/igusbd.840580

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İstanbul Gelişim Üniversitesi Sosyal Bilimler Dergisi Creative Commons Atıf-GayriTicari-Türetilemez 4.0 Uluslararası Lisansı ile lisanslanmıştır.