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Algılanan Hizmet Kalitesinin Algılanan Değer ve Tutumsal Marka Sadakati Üzerindeki Etkisinin İncelenmesi: 5 Yıldızlı Sayfiye ve Şehir Otelleri Örneği

Year 2019, Volume: 11 Issue: 18, 693 - 726, 30.06.2019
https://doi.org/10.26466/opus.542994

Abstract

Marka sadakati ve marka sadakatinin öncülleri olarak kabul edilen kavramlar üzerine son dönemlerde gerçekleştirilen çalışmalar ve elde edilen sonuçlar konunun değişik sektörlerde incelenmesi yönünde bir fikir sunmaktadır. Bu çalışmanın amacı, algılanan hizmet kalitesinin algılanan değer ve tutumsal marka sadakati üzerindeki etkisinin incelenmesidir. Araştırmanın örneklemini Ankara ve Antalya illerinde beş yıldızlı sayfiye ve şehir otellerinde konaklayan 450 otel müşterisi oluşturmaktadır. Nicel araştırma yönteminin kullanıldığı bu araştırmada veri toplama tekniği olarak anket kullanılmıştır. Ankette; algılanan hizmet kalitesi, algılanan değer ve tutumsal marka sadakati değişkenlerini ölçmeye yönelik ifadelerin yanı sıra, turistlerin otel deneyimlerine ilişkin ifadeler ile demografik özelliklere ilişkin ifadelere yer verilmiştir. Toplanan veriler SPSS ve AMOS programlarıyla analiz edilmiştir. Elde edilen bulgular, algılanan hizmet kalitesinin boyutlarından empatinin algılanan değer ile ve algılanan hizmet kalitesinin boyutlarından heveslilik ve güvencenin tutumsal marka sadakati üzerinde etkisinin olduğu göstermiştir. Ayrıca algılanan değerin tutumsal marka sadakati üzerinde pozitif ve doğrudan bir etkisinin olduğunu yapılan analizler sonucunda tespit edilmiştir.

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Investigation of the Effects of Perceived Service Quality on Perceived Value and Attitude Brand Loyalty: Five-Star Resort and City Hotels Example

Year 2019, Volume: 11 Issue: 18, 693 - 726, 30.06.2019
https://doi.org/10.26466/opus.542994

Abstract

The recent studies on the concepts that are accepted as the forerunners of brand loyalty and loyalty, and the results obtained, provide an idea to examine the subject in different sectors.The aim of this study is to investigate the effect of perceived service quality on perceived value and attitudinal brand loyalty. The sample of the study consisted of 390 hotel customers staying in five stars hotels and city hotels in Ankara and Antalya. The questionnaire was used as a data collection technique in the study which was used quantitative research method. In addition to statements about perceived service quality, perceived value and attitude brand loyalty variables, surveys about hotel experiences and demographic characteristics were included in the survey. The collected data were analyzed with SPSS and AMOS programs. The findings show that empathy has an effect on perceived value of perceived quality of service, and on the attitudes of perceived quality of service and enthusiasm and assurance on attitude brand loyalty. In addition, it was determined that the perceived value had a positive and direct effect on attitude brand loyalty.

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  • Dinç, Y. (1999). Sayfiye otel işletmelerinde boş zaman ve rekreasyon değerlendirmelerinin hizmet satışlarını arttırmaya yönelik etkisi:Örnek bir araştırma, Yüksek Lisans Tezi, Balıkesir Üniversitesi Sosyal Bilimler Enstitüsü Turizm İşletmeciliği ve Otelcilik Anabilim Dalı, Balıkesir.
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There are 87 citations in total.

Details

Primary Language Turkish
Subjects Political Science
Journal Section Articles
Authors

Bülent Demirağ 0000-0002-8718-1822

Yakup Durmaz 0000-0003-0332-4185

Publication Date June 30, 2019
Acceptance Date May 9, 2019
Published in Issue Year 2019 Volume: 11 Issue: 18

Cite

APA Demirağ, B., & Durmaz, Y. (2019). Algılanan Hizmet Kalitesinin Algılanan Değer ve Tutumsal Marka Sadakati Üzerindeki Etkisinin İncelenmesi: 5 Yıldızlı Sayfiye ve Şehir Otelleri Örneği. OPUS International Journal of Society Researches, 11(18), 693-726. https://doi.org/10.26466/opus.542994

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