Müşteri Memnuniyetinin Üç Faktör Teorisine Göre Kongre Oteli Ürün Özelliklerinin Sınıflandırılması

Year 2019, Volume: 30 Issue: 3, 174 - 184, 06.12.2019

Özgür Davras

https://doi.org/10.17123/atad.656009

Abstract

Müşteri memnuniyeti işletmelerin finansal performanslarının belirleyicisi olması sebebiyle, kongre oteli ürün özelliklerinin müşteri memnuniyeti üzerindeki etkilerinin bilinmesi önem arz etmektedir. Alanyazında, ürün özelliklerinin performansı ile müşteri memnuniyeti arasında doğrusal bir ilişkinin olduğu kabul edilmesine rağmen, son yıllarda gerçekleştirilen bazı çalışmalar bu ilişkinin doğrusal yönlü olmayabileceğini ortaya koymuştur. Bu çalışmada, kongre oteli ürün özelliklerinin müşteri memnuniyeti üzerindeki doğrusal olmayan etkileri incelenerek müşteri memnuniyetinin üç faktör teorisine göre ürün özelliklerinin sınıflandırılması amaçlanmıştır. Bu amaç doğrultusunda, Antalya Belek bölgesinde faaliyet göstermekte olan beş yıldızlı otel işletmesine toplantı ve kongre amacıyla gelen 427 kongre katılımcısı üzerinde bir anket çalışması uygulanmıştır. Elde edilen verilere gerçekleştirilen Ceza-Ödül karşıtlığı analizi sonuçlarına göre konaklama hizmetleri, oda temizliği ve otelin konumu heyecan faktörleri; çamaşırhane hizmetleri, yiyecek-içecek hizmetleri, ikramlar ve kongre organizasyonu temel faktörler olarak sınıflandırılmıştır. Bu sonuca göre, temel faktörler içinde yer alan özelliklerin performansının artırılması müşteri memnuniyetsizliğini önlemeye katkı sağlarken, heyecan faktörleri içinde yer alan özelliklerin performansının arttırılması müşteri memnuniyetini olumlu yönde etkileyecektir.

Keywords

Kongre ürün özellikleri, Doğrusal olmayan ilişki, Müşteri memnuniyeti, Ceza ödül karşıtlığı analizi

A Classification of Conference Hotel Products Attributes by Three Factor Theory of Customer Satisfaction

Abstract

Since customer satisfaction is the determinant of financial performances of businesses, it is important to know the effects of conference hotel product attributes’ on customer satisfaction. The studies revealed the presence of a linear relationship between the performance of product attributes and customer satisfaction. However, some studies carried out in recent years have revealed that this relationship may not be linear. In this study, it was aimed to determine the asymmetric effects of conference hotel product attributes on customer satisfaction and to classify customer satisfaction according to three-factor theory. In order to achieve the aim of the study, a questionnaire study was carried out on 427 conference participants who came to 5-star hotel management operating in Belek region of Antalya for meeting and conference. According to the results of the Penalty-Reward Contrast Analysis performed on the data obtained, accommodation services, housekeeping, and the hotel's location were classified as the excitement factors, and laundry services, food and beverage services, treats and conference organization were classified as the basic factors. According to this result, while increasing the performance of the attributes in the dimension of basic factors contribute to the prevention of customer dissatisfaction, besides increasing the performance of the attributes in the excitement factors positively affect the increase in customer satisfaction.

Keywords

Conference product attributes, Nonlinear relationship, Customer satisfaction, Penalty-reward contrast analysis

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