Deneyimsel Bir Hizmet Uzantısı Olarak Okunabilirlik: Seminerlerin Okunabilirlik Boyutlarının Belirlenmesine Yönelik Bir Çalışma

Year 2014, , 75 - 87, 01.06.2014

Deniz Karagöz , Nazmi Kozak

https://doi.org/10.17123/atad.vol25iss160429

Abstract

Çalışmanın temel amacı, iş amaçlı etkinliklerden biri olan seminerlerin okunabilirlik boyutlarının belirlenmesidir. Genel anlamda fiziksel mekânların okunabilirlik algısının incelendiği araştırmalardan farklı olarak; bu çalışmada
iş amaçlı bir etkinlik olarak tanımlanan seminerlerin okunabilirlik boyutlarının belirlenebilmesi için bir ölçek geliştirilmiştir. Ayrıca çalışma, geleneksel olarak incelenen fiziksel mekânların yanı sıra etkinlik web sitesi gibi sanal bir mekânının da değerlendirmeye alınması açısından önem taşımaktadır. Veriler Antalya’da düzenlenen VII. Araştırma Yöntemleri Semineri’nin katılımcılarından toplanmıştır. Yüz yüze uygulanan anket tekniği ile toplam 137 seminer katılımcısından veri elde edilmiştir. Verilerin analizi amacıyla açıklayıcı ve doğrulayıcı faktör analizlerinden yararlanılmıştır. Çalışma kapsamında organizasyonel açıklık, yol ve yön bulma, işaretlendirme, mekânsal düzenleme, bilgilendirme ve araçlar seminerin okunabilirlik boyutları olarak belirlenmiştir.

ABSTRACT

This study aims to determine the dimensions of the legibility of the seminars as business events. Apart from the studies on the legibility of physical spaces in literature, the purpose of the study is to develop a scale for determining the legibility dimensions of seminars as a form of business events. Besides the physical spaces which are conventionally investigated, this study is important in terms of its inclusion of virtual spaces such as event web sites. Data was collected from the participants of the 7th Research Methodology Seminars held in Antalya. Face to face survey resulted in 137 completed questionnaires. Exploratory and confirmatory factor analyses were employed to analyze the data. The analyses revealed that organizational openness, path finding, signage, spatial layout, information and devices were legibility dimensions of seminars.

Keywords

Hizmet uzantıları, Okunabilirlik, Etkinlikler, Seminerler

References

• Anderson, J. C. ve Gerbing, D. W. (1982). Some Methods for Respecifying Measurement Models to Obtain Unidimensional Construct Measurement, Journal of Marketing Research, 19 (4): 453-460.
• Anderson, J. C. ve Gerbing, D. W. (1988). Structural Equation Modeling in Practice: A Review and Recommended Two-Step Approach, Psychological Bulletin, 103: 411-423.
• Bitner, M. J. (1992). Servicescapes: The Impact of Physical Surroundings on Customers and Employees, The Journal of Marketing, 56 (2): 57-71.
• Bonn, M. A., Joseph-Mathews M. S., Dai, M.,Hayes, S. ve Cave, J. (2007). Heritage/Cultural Attraction Atmospherics: Creating The Right Environment for The Heritage/Cultural Visitor, Journal of Travel Research, 45: 345-354.
• Chang, K. (2000). The Impact of Perceived Physical Environments on Customers’ Satisfaction and Return Intentions, Journal of Professional Services Marketing, 21 (2): 75-85.
• Churchill, G. A. (1979). A Paradigm for Developing Better Measures ff Marketing Constructs, Journal of Marketing Research, 1681: 64-73.
• Countryman, C. C. ve Jang, S. (2006). The Effects of Atmospheric Elements on Customer Impression: The Case of Hotel
• Lobbies, International Journal of Contemporary Hospitality Management, 18 (7): 534-545.
• Deng, L. ve Poole, M. S. (2012). Aesthetic Design of E-Commerce Web Pages-Webpage Complexity, Order and Preference,
• Electronic Commerce Research and Applications, 11: 420–440.
• Donovan, R. J. Rossiter, J. R., Marcoolyn, G. ve Nesdale, A. (1994). Store Atmosphere and Purchasing Behavior, Journal
• of Retailing, 10 (3): 283-294.
• Edwards, J. S. A. ve Gustafsson, I. (2008). The Room and Atmosphere as Aspects of the Meal: A Review, Journal of Food Service, 19: 22-34.
• Ezeh, C. ve Haris, L. C. (2007). Servicescape Research: A Review and A Research Agenda, The Marketing Review, 7 (1): 59-78.
• Foxall, G. ve Hackett, P. (1994). Consumer Satisfaction with Birmingham’s International Convention Centre, Service Industries Journal, 14 (3): 369–380.
• Gerbing, D. W. ve Anderson, J. C. (1988). An Updated Paradigm for Scale Development Incorporating Unidimensionality and its Assessment, Journal of Marketing Research, 25: 186-192.
• Hair, J. F., Anderson, R. E., Tahtam, R. L. ve Black, W. C. (1995). Multivariate Data Analysis with Readings. 4. Baskı, Englewood Cliffs, N. J.:Prentice-Hall.
• Heide, M. ve Grønhaug, K. (2006). Atmosphere: Conceptual Issues and Implications for Hospitality Management, Scandinavian
• Journal of Hospitality and Tourism, 6 (4): 271–286.
• Hightower, R., Brady, M. K. ve Baker, T. L. (2002). Investigating The Role of The Physical Environment in Hedonic Service Consumption: An Exploratory Study of Sporting Events, Journal of Business Research, 55: 697-707.
• Jang (Shawn), S. ve Namkung, Y. (2009). Perceived Quality, Emotions, and Behavioral Intentions: Application of an Extended Mehrabian–Russell Model for Restaurants, Journal of Business Research, 62 (4): 1-10.
• Kaplan, S. (1978). Aesthetics, Affect and Cognition: Environmental Preference From an Evolutionary Perspective, Environment
• and Behavior, 19 (1): 3-32.
• Kaplan, S. (1979). Perception and Landscape: Conceptions and Misconceptions, National Conference on Applied Techniques for Analysis and Management of the Visual Resource, Incline Village, Nevada, Nisan 23-25, http://www.fs.fed.us/psw/publications/documents/psw_gtr035/psw_gtr035_05_s-kaplan.pdf, Erişim tarihi: 23.03.2010.
• Kaplan, S. (1995). Environmental Preference in a Knowledge-Seeking, Knowledge-Using Organism. The Adapted Mind: Evolutionary Psychology and The Generation of Culture. Ed: J. H. Barkow, L. Cosmides ve J.Tooby, ABD: Oxford Üniversitesi
• Yayınları.
• Kaplan, S. ve Kaplan, R. (1978). Humanscape: Environments for People. North Scituate, Mass.: Duxbury Yayınları.
• Kim, W. G. ve Moon, Y. J. (2009). Customers’ Cognitive, Emotional, and Actionable Response to the Servicescape: A Test of the Moderating Effect of the Restaurant Type, International Journal of Hospitality Management, 28: 144–156.
• Kotler, P. (1973). Atmospherics as a Marketing Tool, Journal of Retailing, 49 (4): 48-64.
• Köseoğlu, E. (2012). Formal, Syntactical and Subjective Dimensions of Spatial Legibility in Configurationally Differentiated
• Patterns, (Yayımlanmamış Doktora Tezi), Yıldız Teknik Üniversitesi.
• Kwortnik, R. J. (2008). Shipscape Influence on the Leisure Cruise Experience, International Journal of Culture, Tourism and
• Hospitality Research, 2 (4): 289-311.
• Lee, Y-K., Lee, C-K., Lee, S-K. ve Babin, B. J. (2008). Festivalscapes and Patrons’ Emotions, Satisfaction, and Loyalty, Journal
• of Business Research, 61: 56–64.
• Lynch, K. (1960). The Image of a City. Cambridge. MA: MIT Press. McDonnell, A. ve Hall, C. M. (2008). A Framework for the Evaluation of Winery Servicescape: A New Zealand Case, PASOS Revista de Turismo Patrimonio Cultural, 6 (2): 231-247.
• Namasivayam, K. ve Mattila, A. S. (2007). Accounting for the Joint Effects of the Servicescape and Service Exchange on Consumers’ Satisfaction Evaluations, Journal of Hospitality & Tourism Research, 31 (1): 3-18.
• Nasar, J. L. (1984). Visual Preferences in Urban Street Scenes: A Cross-Cultural Comparison between Japan and The United
• States, Journal of Cross-Cultural Psychology, 15: 79–93.
• Nasar, J. L. (1994). Urban Design Aesthetics: The Evaluative Qualities of Building Exteriors, Environment and Behavior, 26
• (3): 377–401.
• Nasar, J. L. (2000). The Evaluative Image of Places. İçinde; W. B. Walsh, K. H. Craik ve R. H. Price (Editörler) Person-environment Psychology. Lawrence Erlbaum Associates, Mahwah, NJ.
• Newman, A. J. (1995). Is the Way-Forward Bright?, Professional Marketing, 3 (5):24–25.
• Newman, A. J. (2007). Uncovering Dimensionality in the Servicescape: Towards Legibility, The Service Industries Journal, 27 (1): 15–28.
• Oostendorp, A. ve Berlyne, D. E. (1978). Dimensions in the Perception Of Architecture: Identification and Interpretation of Dimensions of Similarity, Scandinavian Journal of Psychology, 19: 73–82.
• Passini, R. (1984). Wayfinding in Architexture. New York: Van NostrandReinhold.
• Ryu, K. ve Jang, S. S. (2007). The Effect of Environmental Perceptions on Behavioral Intentions Through Emotions: The Case of Upscale Restaurants, Journal of Hospitality & Tourism Research, 31 (1): 56-72.
• Schermelleh-Engel, K., Moosbrugger, H. ve Müller, H. (2003). Evaluating the Fit of Structural Equation Models: Tests of Significance and Descriptive Goodness of Fit Measures, Methods of Psychological Research Online, 8 (2): 23-74.
• Sim, J., Mak, B. ve Jones, D. (2006). A Model of Customer Satisfaction and Retention for Hotels, Journal of Quality Assurance
• in Hospitality & Tourism, 7 (3): 1-23.
• Titus, P. A. ve Everett, P. B. (1995). The Consumer Retail Search Process: A Conceptual Model and Research Agenda, Journal
• of the Academy of Marketing Science, 23 (2): 106-119.
• Turley, L. W. ve Milliman, R. E. (2000). Atmospheric Effects on Shopping Behaviour: A Review of the Experimental Evidence,
• Journal of Business Research, 49: 193-211.
• Wakefield, K. L. ve Blodgett, J. G. (1994).The Importance of Servicescapes in Leisure Service Settings, Journal of Services
• Marketing, 8 (3): 66-76.
• Wakefield, K. L. ve Blodgett, J. G. (1999). Customer Response to Intangible and Tangible Service Factors, Psychology &
• Marketing, 16 (1): 51–68.
• Wakefield, K. L., Blodgett, J. G. ve Sloan, H. (1999). Measurement and Management of the Sportscape, Journal of Sport
• Management, 10: 15-31.
• Wakefield, K. W. ve Baker, J. (1998). Excitement at the Mall: Determinants and Effects on Shopping Behavior, Journal of
• Retailing, 74 (4): 515-539.
• Wall, E. A. ve Berry, L. L. (2007). The Combined Effects of the Physical Environment and Employee Behavior on Customer
• Perception of Restaurant Service Quality, Cornell Hotel and Restaurant Administration Quarterly, 48 (1): 59-69.
• Weisman, G. (1981).Evaluating Architectural Legibility: Way finding in the Built Environment, Environment and Behavior,
• l3: 189-204.
• Yılmaz, V. ve Çelik, H. E. (2009). LISREL ile yapısal Eşitlik Modellemesi-I. Temel Kavramlar, Uygulamalar, Programlama.
• Ankara: Pegem Akademi.
• Zeithaml, V. A. ve Bitner, M. J. (2003). Services Marketing: Integrating Customer Focus Across The Firm. 3. Baskı, Boston:
• McGraw-Hill/Irwin.