TERMAL TURİZMİNDE İMAJ HİZMET KALİTESİ VE TEKRAR TERCİH İLİŞKİSİ

Year 2021, , 477 - 498, 31.12.2021

Fuat Yalman , Tekin Sancar

https://doi.org/10.22139/jobs.991931

Abstract

Amaç: Bu çalışmanın temel amacı; termal amaçlı seyahat eden bireylerin imaj ve hizmet kalitesi algıları ile tekrar tercih etme davranışları arasındaki ilişkilerin belirlenmesidir.
Yöntem: Araştırma verileri yüz yüze anket tekniği ile 400 kişiden toplanmıştır. Araştırmada kolayda örnekleme yöntemi kullanılmıştır. Verilerin analizinde SPSS ve AMOS paket programları kullanılmıştır. Verilerin analizinde doğrulayıcı faktör analizi, yol analizi, korelasyon analizi, t testi ve Anova analizleri uygulanmıştır.
Bulgular: Aynı zamanda doğrulayıcı faktör analizi ve yol analizi ile elde edilen bulgular, modelin yapı geçerliliğinin sağlandığını göstermiştir. Yol analizine göre, hizmet kalitesi algısının, destinasyon imajı algısını ve tekrar tercih etme davranışını istatistiksel olarak anlamlı düzeyde ve pozitif yönde etkilediği tespit edilmiştir.
Sonuç: Hizmet kalitesi algısı ile destinasyon imaj algısı arasında orta düzey; hizmet kalitesi algısı ile tekrar tercih etme davranışı arasında yüksek düzey ve destinasyon imaj algısı ile tekrar tercih etme davranışı arasında ise orta düzey bir ilişkinin var olduğu görülmüştür.

Keywords

Termal turizm, İmaj, Hizmet kalitesi, Tekrar tercih

Supporting Institution

Herhangi bir kurum desteklememiştir.

IMAGE SERVICE QUALITY AND REPREFERENCE IN THERMAL TOURISM

Abstract

Aim: The main purpose of this study is to determine the relationships between perceptions of image and service quality with repreference behaviors of individuals traveling for thermal purposes.
Method: The research data were collected from 400 people using face-to-face questionnaire technique. The convenience sampling method was used in the study. SPSS and AMOS package programs were used in the analysis of the data. Confirmatory factor analysis, path analysis, correlation analysis, t test and Anova analysis were used in the analysis of the data.
Findings: Furthermore, the findings obtained by confirmatory factor analysis and path analysis showed that the construct validity of the model was ensured. According to the path analysis, it was determined that the perception of service quality affects the destination image perception and re-preference behavior at a statistically significant level and positively.
Results: Between service quality perception, destination image perception and re-preference behavior; It was observed that there was a medium and high level relationship between the variables.

Keywords

Thermal tourism, Image, Service quality, Repreference

References

• Abd-El-Salam, E.M., Shawky, A.Y. & El-Nahas, T. (2013). The İmpact of Corporate İmage and Reputation on Service Quality, Customer Satisfaction and Customer Loyalty: Testing the Mediating Role. Case Analysis in an İnternational Service Company, The Business & Management Review, 3(2), 177.
• Albayrak, A. (2013). Alternatif Turizm. Ankara: Detay Yayıncılık.
• Babakus, E. & Mangold, W.G. (1992). Adapting the Servqual Scale to Hospital Services: an Empirical Investigation, Health Services Research, 26(6), 767-786.
• Boulding, W., Kalra, A., Staelin, R. & Zeithaml, V.A. (1993). A Dynamic Process Model of Service Quality: Form Expectation to Behavioural Intentions, Journal of Marketing Research, 30, 2-7.
• Buttler, F. (1995). SERVQUAL: Review, Critique, Research Agenda, European Journal of Marketing, 30(1), 8-32.
• Cheng, B.L., Mansori, S. & Huei, C.T. (2014). The Associations Between Service Quality, Corporate İmage, Customer Satisfaction, and Loyalty: Evidence From the Malaysian Hotel İndustry, Journal of Hospitality Marketing and Management, 23(3), 314-326.
• Cheng, Boon-Liat. & Rashid, Md. Zabid Abdul. (2013). Service Quality and the Mediating Effect of Corporate Image on the Relationship between Customer Satisfaction and Customer Loyalty in the Malaysian Hotel Industry, Gadjah Mada International Journal of Business, 15(2), 99-112.
• Dawi, N.M., Jusoh, A., Streimikis, J. & Mardani, A. (2018). The İnfluence of Service Quality on Customer Satisfaction and Customer Behavioral İntentions By Moderating Role of Switching Barriers in Satellite Pay TV Market, Economics and Sociology, 11(4), 198-218.
• Erdinç, T. (1991). Afyonkarahisar’da Termal Turizm Potansiyeli, Turizm Yıllığı 1991. Ankara: Türkiye Kalkınma Bankası Yayını.
• Eusébio, C. & Armando, L.V. (2013). Destination Attributes’ Evaluation, Satisfaction and Behavioural Intentions: A Structural Modelling Approach, International Journal of Tourism Research, 15(1), 66–80.
• Filiz, M. (2020). Sağlık Kurumlarında Liderlik ve Örgütsel Bağlılık Arasındaki İlişkiyi İnceleyen Çalışmaların Sistematik Derlemesi, Dicle Üniversitesi İİBF Dergisi, 10(20), 276-296.
• Fotaki, M. (2015). Why and How is Compassion Necessary to Provide Good Quality Healthcare? International Journal of Health Policy and Management, 4(4), 199-210.
• Gao, L. & Bai, X. (2014). An Empirical Study on Continuance İntention of Mobile Social Networking Services: Integrating The IS Success Model, Network Externalities and Flow Theory. Asia Pacific Journal of Marketing and Logistic, 26(2), 168–189.
• Giritlioğlu, İ. (2012). Yiyecek İçecek Bölümlerinde İşgörenlerin ve Müşterilerin Hizmet Kalitesi Beklenti ve Algıları: Termal Otellerde Bir Araştırma (Yayınlanmamış Doktora Tezi). Balıkesir Üniversitesi Sosyal Bilimler Enstitüsü.
• Grönroos, C. (1984). A Service Quality Model and İts Marketing İmplications, European Journal of Marketing, 18(4), 36-44. Harrison-Walker, L.J. (2001). The Measurement of Word-of-Mouth Communication and an İnvestigation of Service Quality and Customer Commitment As Potential Antecedents, Journal of Service Research, 4(1), 60-75.
• Hosany, S. & Witham, M. (2010). Dimensions of Cruisers’ Experiences, Satisfaction, And İntention to Recommend, Journal of Travel Research, 49(3), 1-14.
• Hussain, R. (2016). The Mediating Role of Customer Satisfaction: Evidence From the Airline İndustry, Asia Pacific Journal of Marketing and Logistics, 28 (2): 234-255.
• Ishaq, I.M. (2012). Perceived Value, Service Quality, Corporate İmage and Customer Loyalty: Empirical Assessment From Pakistan, Serbian Journal of Management, 7(1), 25-36.
• Kang, G. D. & James, J. (2004). Service Quality Dimension an Examination of Gronroos’s Service Quality Model, Managing Service Quality, 14(4), 266-277.
• Khoo, K. L. (2020). A Study of Service Quality, Corporate İmage, Customer Satisfaction, Revisit İntention and Word-Of-Mouth: Evidence From The KTV İndustry, PSU Research Review.
• Kuo, Y. F., Wu, C. M., & Deng, W. J. (2009). The Relationships Among Service Quality, Perceived Value, Customer Satisfaction, and Post-Purchase İntention in Mobile Value-Added Services, Computers in Human Behavior, 25 (4), 887-896.
• Ladhari, R., Brun, I., & Morales, M. (2008). Determinants of Dining Satisfaction and Post-dining Behavioral İntentions, International Journal of Hospitality Management, 27(4), 563–573.
• Lai, F., Griffin, M. & Babin, B.J. (2009). How Quality, Value, İmage, and Satisfaction Create Loyalty at A Chinese Telecom, Journal of Business Research, 62(10), 980-986.
• Lee, G. S. (2003). The Role of Hotel İmage and İmage Congruence and Effects on Repeat İntention in The Hotel İndustry, (Thesis of Master Science), The Graduate College, University of Nevada, Las Vegas.
• Malik, M. E., Ghafoor, M. M. & Hafiz, K. I. (2012). Impact of Brand Image, Service Quality and price on customer satisfaction in Pakistan Telecommunication sector, International Journal of Business and Social Science, 3(23), 123-129.
• Martin, I. M. & Eroglu, S. (1993). Measuring A Multi-Dimensional Construct: Country İmage, Journal of Business Research, 28(3), 191-210.
• Oppermann, M. (2000). Tourism Destination Loyalty, Journal of Travel Research, 39 (1), 78–84.
• Parasuraman, A., Berry, L.L. & Zeithaml, V.A. (1991). Perceived Service Quality As a Customer-Based Performance Measure: An Empirical Examination of Organizational Barriers Using an Extended Service Quality Model, Human Resource Management, 30, 240.
• Parasuraman, A., Zeıthaml, V. & Berry, L.l. (1985). A Conceptual Model of Service Quality and It’s Implications for Future, Journal of Marketing, 49(7), 41-50.
• Park, J.W., Robertson, R. & Wu, C.L. (2004). The Effect of Airline Service Quality on Passengers’ Behavioural İntentions: A Korean Case Study, Journal of Air Transport Management, 10(6), 435-439.
• Passow, T., Fehlmann, R. & Grahlow, H. (2005). Country Reputation-From Measurement to Management: The Case of Liechtenstein, Corporate Reputation Review, 7(4), 309-326.
• Prayag, G., Hosany, S., Muskat, B. & Del Chiappa, G. (2017). Understanding The Relationships Between Tourists’ Emotional Experiences, Perceived Overall İmage, Satisfaction, and İntention to Recommend, Journal of Travel Research, 56(1), 41-54.
• Rod, M., Ashill, N. J., Shao, J. & Carruthers, J. (2009). An Examination of The Relationship Between Service Quality Dimensions, Overall İnternet Banking Service Quality and Customer Satisfaction: A New Zealand Study, Marketing Intelligence & Planning, 27(1), 103-126.
• Souiden, N., Ladhari, R. & Chiadmi, N. E. (2017). Destination personality and destination image, Journal of Hospitality and Tourism Management, 32(2), 54-70.
• Szwajca, D. (2018). Relationship Between Corporate İmage and Corporate Reputation in Polish Banking Sector, Oeconomia Copernicana, 9(3), 493-509.
• Vázquez‐Casielles, R., Suárez‐Álvarez, L. & Del Río‐Lanza, A. B. (2009). Customer Satisfaction and Switching Barriers: Effects on Repurchase Intentions, Positive Recommendations, and Price Tolerance, Journal of Applied Social Psychology, 39(10), 2275–2302.