Hafızaya Yönelik Müşteri Deneyimlerinin Müşteri Sadakatine Etkisi: Yeşil Oteller Örneği

Öz

Bu çalışmanın amacı yeşil yıldızlı otelleri ziyaret eden müşterilerin hafızaya dayalı deneyimlerinin anılarına ve sadakatlerine etkisinin belirlenmesidir. Araştırma evrenini Türkiye’de yeşil yıldız simgesi almış olan otelleri ziyaret eden otel müşterileri oluşturmaktadır. Araştırmada veri toplama aracı olarak anket kullanılmıştır. Araştırmada kolayda örneklem yöntemiyle 410 katılımcıya ulaşılmıştır. Çalışmada kullanılan ölçeklere yönelik doğrulayıcı ve keşifsel faktör analizleri uygulanmıştır. Hafızaya dayalı tüketici deneyimleri ölçeği dört alt boyuta (eğitim, eğlence, estetik ve kaçış) ayrılmıştır. Araştırma bulgularına göre otel müşterilerinin estetik ve kaçış deneyimlerinin anılarını etkilediği, eğlence ve eğitim deneyimlerinin ise anılarını etkilemediği tespit edilmiştir. Ayrıca eğlence ve estetik anlayışları sadakat düzeylerini etkilerken eğitim ve kaçış boyutlarında aynı etki söz konusu değildir. Son olarak otel müşterilerinin yeşil yıldızlı otellerde edinmiş oldukları anılarının sadakatlerini olumlu yönde etkilediği belirlenmiştir.

Anahtar Kelimeler

• tüketici deneyimi,sadakat,yeşil otel

The Effects of Memorable Customer Experiences on Customer Loyalty: The Case of Green Hotels

Abstract

The aim of this study is to determine the effects of memorable customer experiences on green hotel guests’ memories and loyalty behaviours. The population of this study consists of the green hotels’ customers in Turkey. Survey method was used as data collection tool in the research. 410 participants were reached by convenience sampling method in the study. Confirmatory and Exploratory Factor Analyses were applied to the scales used in the study. The memory based consumer experience scale is divided into four sub-dimensions (education, entertainment, aesthetics and escape). According to the results, aesthetics and escape has a positive effect on memories of guests. Education and entertainment hasn’t a positive effect on memories of customers. Furthermore entertainment and aesthetics has a positive effect on loyalty. But education and escape hasn’t same positive affect on loyalty. 

Keywords

• customer experience,loyalty,green hotel

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