HİZMET ATMOSFERİ, ALGILANAN DEĞER VE MÜŞTERİ MEMNUNİYETİ İLİŞKİSİ: KONAKLAMA SEKTÖRÜ ÜZERİNE BİR ARAŞTIRMA

Year 2021, , 70 - 102, 31.12.2021

Sercan Hatipoğlu , Müjde Aksoy

https://doi.org/10.38120/banusad.1029206

Abstract

Hizmet sektöründe işletmelerin günümüz yoğun rekabet ortamına uyum sağlayarak varlıklarını sürdürebilmeleri için kaliteli hizmet sunmaları ve müşteri memnuniyeti yaratmaları gerekmektedir. Ancak hizmetlerin soyutluluk özelliği ile üretim ve tüketimlerinin eş zamanlı olarak gerçekleşmesi somut ürünlere göre hizmet kalitesinin değerlendirilmesini zorlaştırmaktadır. Bu kapsamda hizmetlerin deneyimlendiği ortamlar olarak tanımlanan ve müşterinin satın alma davranışlarını etkileyen hizmet atmosferi kavramı, hizmet kalitesinin değerlendirilebilmesi açısından kritik bir faktör haline gelmektedir. Bu araştırmada bir hizmet alt sektörü olarak konaklama işletmelerinde müşterilerin hizmet atmosferi algılarının, hizmete yönelik algıladıkları değer ve memnuniyetleri üzerindeki etkisi tespit edilmeye çalışılmıştır. Bu amaç doğrultusunda 522 tüketiciden anket yöntemi ile toplanan veriler, nicel yöntemde ve betimsel tarama deseninde tasarlanan araştırmada Yapısal Eşitlik Modellemesi ile analiz edilmiştir. Elde edilen bulgular ışığında sektör yöneticilerine ve diğer araştırmacılara yönelik öneriler sunulmuştur.

Keywords

Hizmet Atmosferi, Algılanan Değer, Müşteri Memnuniyeti, Konaklama Sektörü

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