OTEL İŞLETMELERİNE GELEN YABANCI TURİSTLERİN MEMNUNİYETLERİNİN AĞIZDAN AĞIZA İLETİŞİM (WOM) ÜZERİNE ETKİSİ: TURİST SADAKATİNİN ARACILIK (MEDİATOR) ROLÜ

Abstract

Küreselleşme olgusuyla birlikte gelişen teknoloji işletmelere yoğun bir rekabet ortamını da beraberinde getirmiştir. Turizm sektörü içerisinde yer alan otel işletmeleri rakiplerinden avantajlı hale gelebilmesi ve uzun süre turist sadakati sağlayabilmesi için değişik pazarlama yöntemlerinden faydalanması gerekmektedir. Bu pazarlama yöntemlerinden bir tanesi de ağızdan ağıza iletişim (AAİ-Word-of-mouth: WOM)’dir. Bu araştırmanın amacı Fethiye’deki otel işletmelerine gelen yabancı turistlerin memnuniyetleri ile ağızdan ağıza iletişimleri arasındaki ilişkiyi incelemek aynı zamanda müşteri sadakatinin aracı etkisinin olup olmadığını araştırmaktır. Araştırmada nicel bir yöntem olan anket tekniğinden faydalanılmıştır. Fethiye’ye gelen yabancı turistlerin doldurduğu 384 adet anket ile çalışma gerçekleştirilmiştir. Toplanan veriler SPSS ve SmartPLS paket programı yardımıyla analiz edilmiştir. Araştırmanın sonucunda otel işletmelerine gelen yabancı turistlerin memnuniyetleri ile ağızdan ağıza iletişim ve turist sadakati, turist sadakati ile de ağızdan ağıza iletişim (WOM) arasında anlamlı ve pozitif yönde bir ilişki olduğu belirlenmiştir. Aynı zamanda turist sadakatinin turist memnuniyeti ile ağızdan ağıza iletişim (WOM) arasında kısmı aracılık rolü olduğu sonucuna ulaşılmıştır.

Keywords

• Otel işletmeleri,Turist memnuniyeti,Turist Sadakati,ağızdan ağıza iletişim (WOM)

OTEL İŞLETMELERİNE GELEN YABANCI TURİSTLERİN MEMNUNİYETLERİNİN AĞIZDAN AĞIZA İLETİŞİM (WOM) ÜZERİNE ETKİSİ: TURİST SADAKATİNİN ARACILIK (MEDİATOR) ROLÜ

Abstract

References

1. Abubakar, M. A. (2016). “Does eWOM influence destination trust and travel intention: a medical tourism perspective”, Economic Research-Ekonomska Istraživanja, 29:1, 598-611.
2. Alkoç, Y. K. (2017). “Üniversite İmajı, Üniversiteye Duyulan Memnuniyet ve Öğrenci Sadakati Arasındaki İlişkileri Anlamaya Yönelik Bir Araştırma”, Uluslararası Bilimsel Araştırmalar Dergisi, 2(2), 270-280.
3. Anderson, E. W. (1998). “Customer satisfaction and word-of-mouth”. Journal of Service Research, 1(1), 5-17.
4. Anderson, E.W., Fornell, C. & Mazvancheryl, S.K. (2004). “Customer satisfaction and shareholder value”, Journal of Marketing, 68(4), 172-185.
5. Anderson, R., E. & Srinivasan, S. (2011). “Costumer Satisfaction and Loyalty in E-Markets: A Pls Path Modeling Approach”. Journal of Marketing Theory and Practice, 19(2). 221-234.
6. Arndt, J. (1967). “Role of Product-Related Conversations in the Diffusion of a New Product”. Journal of Marketing Research, 4(3), 291-295.
7. Angelova, B. & Zekiri, J. (2011). “Measuring Customer Satisfaction with Service Quality Using American Customer Satisfaction Model (ACSI Model)”, International Journal of Academic Research in Business and Social Sciences, 1(3), 232-258.
8. Baker, D.A. & Crompton, J.L. (2000). “Quality, Satisfaction and Behavioral Intentions”. Annals of Tourism Research, 27, 785-804.

9. Baron, R.M. & Kenny, D.A. (1986). “The moderator-mediator variable distinction in social psychological research: Conceptual, strategic and statistical considerations”. Journal of Personality and Social Psychology, 51(6), 1173-1182.
10. Barsky, J. (1992).“Customer satisfaction in the hotel industry: measurement and meaning”, Cornell H.R.A. Quarterly, 7, 20‐41.
11. Beeho, A. J. & Prentice, R. C. (1997). “Conceptualizing the Experiences of Heritage Tourists: A Case Study of New Lanark World Heritage Village”. Tourism Management, 18(2), 75-87.
12. Berezina, K, Çobanoğlu, C., Miller B.L. & Kwansa, F.A. (2012). “The Impact of Information Security Breach on Hotel Guest Perception of Service Quality, Satisfaction, Revisit Intentions and Word-of- Mouth”, International Journal of Contemporary Hospitality Management, 24(7), 991–1010.
13. Berne, C., Mugica, J.M. & Yague, M.J. (2001). “The effect of variety seeking on customer retention in service”, Journal of Retailing and Consumer Service, 8(6), 335-345.
14. Bolen, W. H. (1994). “The role of word-of-mouth “advertising” inretailing”. American Business Review, 12(2), 11-14.
15. Bontis, N. (1998). “Intellectual capital: an exploratory study that develops measures and models”. Management Decision, 36(2), 63–76.
16. Bowen, J. T. & Chen, S. L. (2001). “The Relationship Between Customer Loyalty And Customer Satisfaction”. International Journal of Contemporary Hospitality Management, 13(5), 213-217. Brown, J. J. & Reingen, P. H. (1987). “Social ties and word-of-mouth referral behavior”. Journal of Consumer Research, 14(3), 350-362.
17. Chao, Y., Lee G., & Ho, Y. (2009). “Costumer Loyalty in Virtual Environmentals: An Emprical Study in E-Bank. Computation Methods in Science And Engineering”. Advances in Computation Science, (2), 497-500.
18. Chen, J. & Gursoy, D. (2001). “An investigation of tourist’ destination loyalty and preferences”, International Journal of Contemporary Hospitality Management, 13(2),79–85.
19. Cheng, S., Lam, T. & Hsu, C. H. C. (2006). “Negative Word-Of-Mouth Communication Intention: An Application Of The Theory Of Planned Behavior”, Journal of Hospitality & Tourism Research, 30 (1), 95-116.
20. Chin, W. (1998). The partial least squares approach to structural equation modeling. In: Marcoulides, G.A. (Ed.), Modern Methods for Business Research, Lawrence Erlbaum Associates Publisher, Mahwah, New Jersey, 295-336.
21. Cronin, J. & Taylor, S. (1992). “Measuring Service Quality: A Re-Examination and Extension”, Journal of Marketing, 56, 55-68.
22. Ergün, G. S. & Akgün, V. Ö. (2016). “Ağızdan Ağıza İletişim Kavramının Önemi Üzerine Kuramsal Bir Çalışma: Turizm Araştırmaları İncelemesi”, Selçuk Üniversitesi Sosyal ve Teknik Araştırmalar Dergisi, 12, 152-175.
23. Ergün, G. S. & Kitapcı, O. (2018). “The impact of cultural dimensions on customer complaint behaviours: an exploratory study in Antalya/Manavgat tourism region”, International Journal of Culture, Tourism and Hospitality Research, 12(1), 59-79.
24. Fisher, R., & L. Price (1991). “International Pleasure Travel Motivations and Post-Vacation Cultural Attitude Change”. Journal of Leisure Research, 23, 193-208. Fornell, C. (1992). “National customer satisfaction barometer: the Swedish experience’’, Journal of Marketing, 56 (January), 6-21.
25. Fornell, C. & D. F. Larcker (1981). “Evaluating Structural Equation Models with Unobservable Variables and Measurement Error”, Journal of Marketing Research (18) 1: 39-50.
26. Fornell, C., M. D. Johnson, E.W. Anderson, J. Cha. & B. E. Bryant (1996). “The American Customer Satisfaction Index: Nature, Purpose, and Findings”. Journal of Marketing, 60(October): 7–18.
27. Frazier, P.A., Tix, A.P. & Barron, K.E. (2004). Testing moderator and mediator effects in counseling psychology research. Journal of Counseling Psychology, 51(1), 115-134. Giese, J. L., & Cote, J. A. (2000). “Defining customer satisfaction”, Academy of Marketing Science Review,2000(1), 1-34.
28. González, M.E.A., Comesaña, L.R. & Brea, J.A.F. (2007). “Assessing tourist behavioral intentions through perceived service quality and customer satisfaction”, Journal of Business Research, 60(2), 153-160.
29. Gremler, D. (1994). “Word-of-mouth communication: Causes and consequences”. Marketing Review, 15(1), 3.
30. Gremler, D.D. & Gwinner, K.P. (2000). “Customer-Employee Rapport in Service Relationships”. Journal of Service Research, 3(1): 82-104.
31. Gundersen, M.G., Heide, M. & Olsson, U.H. (1996). “Hotel guest satisfaction among business travellers: What are the important factors?” The Cornell Hotel and Restaurant Administration Quarterly, 37(2), 72-81.
32. Hair, J.F., Black, W.C., Babin, B.J. & Anderson, R.E. (2010). Multivariate Data Analysis, 7e, Prentice Hall, Upper Saddle River.
33. Hair, J.F., Hult, G.T.M., Ringle, C.M. & Sarstedt, M. (2014). A Primer On Partial Least Squares Structural Equation Modeling (PLS-SEM), SAGE Publications.
34. Hallowell, R. (1996). “The Relationships of Customer Satisfaction, Customer Loyalty, And Profitability: An Empirical Study”. International Journal of Service Industry Management, 7(4), 27-42.
35. Halstead, D. & Page, T. J. (1992). “The effects of satisfaction and complaining behavior on consumer repurchase intentions”. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior 5, 1-11.
36. Hanai, T., Oguchi, T., Ando, K., & Yamaguchi, K. (2008). “Important attributes of lodgings to gain repeat business: A comparison between individual travels and group travels”. International Journal of Hospitality Management, 27, 268-275.
37. Hart, C. W. L. & Heskett, J. L. (1990). “The profitable art of service recovery”. Harvard Business Review, 68(4), 148-156.
38. Henseler, J., Ringle, C. M., & Sinkovics, R. R. (2009). “The use of partial least squares path modeling in international Marketing”. Advances in International Marketing (AIM), 20, 277–320.
39. Hui, T. K., Wan, D. & Ho, A. (2007). “Tourists’ satisfaction, recommendation and revisiting Singapore”, Tourism Management, 28, 965-975.
40. Ifinedo, P. (2011). “Examining the Influences of External Ex-pertise and in-house Computer: IT Knowledge on ERP System Success”, Journal of Systems and Software (84) 12: 2065-2078.
41. Jalilvand, M. R. & Samiei, N. (2012). “The impact of electronic word of mouth on a tourism destination choice”, Internet Research, 22(5), 591 – 612.
42. Jiewanto, A., Laurens, C. & Nelloh, L. (2012). “Influence of service quality, university image, and student satisfaction toward WOM intention: a case study on Universitas Pelita Harapan Surabaya”, Procedia-Social and Behavioral Sciences, 40, 16-23.
43. Jung, N. Y. & Seock, Y. K. (2017). “Effect of service recovery on customers’ perceived justice, satisfaction, and word-of-mouth intentions on online shopping websites”, Journal of Retailing and Consumer Services, 37, 23-30.
44. Karatepe, O.M. & Ekiz, H.E. (2004). “The effects of organizational responses to complaint on satisfaction and loyalty: a study of hotel guests in Northern Cyprus”, Managing Service Quality, 14(6),476‐86.
45. Kim, T., Kim, W. G., & Kim, H. B. (2009). “The effects of perceived justice on recovery satisfaction, trust, word-of-mouth, and revisit intention in upscale hotels”. Tourism Management, 30, 51-62.
46. Kozak, M., & Rimmington, M. (2000). “Tourist satisfaction with Mallorca, Spain, as an off-season holiday destination”. Journal of Travel Research, 38, 260–269.
47. Laczniak, R. N., DeCarlo, T. E. & Motley, C. M. (1996). “Retail equity perceptions and consumers’processing of negative word-of-mouth communication”. Journal of Marketing Theory and Practice, 4(4), 37-48.
48. Laczniak, R. N., DeCarlo, T. E. & Ramaswami, S. N. (2001). “Consumers’responses to negativeword-of-mouth communication:An attribution theory perspective”.Journal of Consumer Psychology, 11(1), 57-73.
49. Laws, E. (2004). Improving Tourism and Hospitality Services. CAB International, Wallingford, UK.
50. Liang, D. (2008). The Determining Factors of Customer Loyalty for Luxury Hotels in US. The Journal of International Management Studies, 3(2), 167-175.
51. Lin, L. & Lu, C. (2010). “The influence of corporate image, relationship marketing, and trust on purchase intention: the moderating effects of word-of-mouth”, Tourism Review, 65 (3), 16 – 34.
52. Litvin, S.W., Blose, J.E. & Laird, S.T. (2004). “Tourist use of restaurant web-pages: is the internet a critical marketing tool?”, Journal of Vacation Marketing, 11(2), 155-161.
53. Litvin, S. W., Goldsmith, R. E. & Pan, B. (2008). “Electronic word-of-mouth in hospitality and tourism management”. Tourism Management, 29, 458–468.
54. Marangoz, M. (2007). “Marka Değeri Algılamalarının Marka Yayılmaya Etkileri”. Ege Akademik Bakış, 7(2), 459-483.
55. Nadiri, H., Hussain, K., Ekiz, E.H. & Erdogan, S. (2008). “An investigation on the factors influencing passengers’ loyalty in the North Cyprus national airline”, The TQM Journal, 20(3), 265-280.
56. Neal, J., & Gursoy, D. (2008). “A multifaceted analysis of tourism satisfaction”. Journal of Travel Research, 47(1), 53-62.
57. Nunnally, J. C. (1978), Psychometric Theory, New York: McGraw Hill.
58. Oliver, R.L. (1997). Satisfaction: A Behavioral Perspective on the Consumer, McGraw Hill, New York, NY.
59. Osman, Z., & Sentosa, I. (2013). “Mediating effect of customer satisfaction on service quality and customer loyalty relationship in Malaysian rural tourism”, International Journal of Economics, Business and Management Studies, 2(1), 25–37.
60. O’Neill, M., Palmer, A. & Charters, S. (2002). “Wine production as a service experience-the effects of service quality on wine sales”, The Journal of Services Marketing, 16 (4), 342-362.
61. Pizam, A. (1994). “Monitoring Customer Satisfaction.” In Food and Beverage Management: A Selection of Readings”, edited by Bernard David and Andrew Lockwood. Oxford, UK: Butterworth-Heinemann, pp. 231-247.
62. Richins, M. L. (1983). “Negative word-of-mouth by dissatisfied consumers: A pilot study”. Journal of Marketing, 47(1), 68-78.
63. Richins, M. L. (1987). “A multivariate analysis of responses to dissatisfaction”. Journal of the Academy of Marketing Science, 15(3), 24-31.
64. Ringle, C.M., Wende, S. & Will, A. (2005). SmartPLS 2.0 (M3) beta, Hamburg: Institute for Operations Management and Organizations. http://www.smartpls.de
65. Ross, G. (1993). “Destination evaluation and vacation preferences: Backpackers’ reactions to an Australian tourist venue”. Annuals of Tourism Research, 20(3), 477-489.
66. Sallam, M. (2014). “The Effects of Brand Credibility on Customer's WOM Communication: The Moderator Role of Brand Commitment A Conceptual Paper”. International Journal of Marketing Studies, 6(5), 112-118.
67. San-Martín, S., Prodanova, J. & Jiménez, N. (2015). “The impact of age in the generation of satisfaction and WOM in mobile shopping”, Journal of Retailing and Consumer Services, 23, 1-8.
68. Sekaran, U. (1999). Research Methods For Business. New York: John Wiley & Sons Inc
69. Shah Alam, S. & Mohd Yasin, N. (2010). “What factors influence online Brand trust: evidence from online tickets buyers in Malaysia”, Journal of Theoretical and Applied Electronic Commerce Research, 5(3), 78-89.
70. Shanka, T., Ali-Knight, J. & Pope, J. (2002). “Intrastate travel experiences of international students and their perceptions of Western Australia as a tourist destination”, Tourism and Hospitality Research, 3 (3), 245-256.
71. Shankar, V., Smith, A. K., & Rangaswamy, A. (2003). Customer satisfaction and loyalty in online and offline encounters. International Journal of Research in Marketing, 20(2), 153-175.
72. Silverman, G. (1997). “How to harness the awesome power of Word of mouth. Direct Marketing, 60(7), 32-37.
73. Singh, J. & Pandya, S. (1991). ‘‘Exploring the effect of consumers’ dissatisfaction level on complaint behaviors’’, European Journal of Marketing, 25 (90), 7-21.
74. Smith, R.E. & Vogt, C.A. (1995). ‘‘The effects of integrating advertising and negative word-of-mouth communications on message processing and response’’, Journal of Consumer Psychology, 4 (2), 133-151.
75. Spinelli, M. A. & Canavos, G.C. (2000). “Investigating the relationship between employee satisfaction and guest satisfaction”. Cornel Hotel and Restaurant Administration Quarterly, 41, 29–33.
76. Sukiman, M., Omar, S., Muhibudin, M., Yussof, I. & Mohamed, B. (2013). “Tourist satisfaction as the key to destination survival in Pahang”, Social and Behavioral Sciences, 91,78-97.
77. Sun, L.B. & Qu, H. (2011). “Is There Any Gender Effect on the Relationship between Service Quality and Word-of-Mouth?”, Journal of Travel & Tourism Marketing, 28(2), 210–224.
78. Swan, J.E. & Oliver, R.L.(1989). “Post-purchase communications by consumers”. Journal of Retailing, 65(4), 516-533.
79. Tham, A., Croy, G. & Mair, J. (2013). “Social Media in Destination Choice: Distinctive Electronic Word-of-Mouth Dimensions”, Journal of Travel & Tourism Marketing, 30(1–2), 144–155.
80. Tse, D.K. & Wilton, P.C. (1988). “Models of consumer satisfaction formation: an extension”, Journal of Marketing Research, 25(2), 204-212.
81. Uslu, A. (2017). “Müşteri-Çalışan Uyumunun Müşteri Memnuniyeti ve Davranışsal Niyetine Etkisi: Fethiye’deki Konaklama İşletmelerinde Bir Araştırma”. İşletme Araştırmaları Dergisi, 9(2),197-211.
82. Uslu, A. & Karabulut, A. N. (2018). Touristic Destinations’ Perceived Risk and Perceived Value as Indicators of E-Wom and Revisit Intentions, International Journal of Contemporary Economics and Administrative Sciences, 8(2), 37-63.
83. Westbrook R. A. (1987). “Product/Cansumption-Based Affective Responses and Postpurchase Processes”, Journal of Marketing Research, 24(3), 258-270.
84. Zeithaml, V. A. (2000). Service Quality, Profitability, and the Economic Worth of Customers: What we know and what we don„t know, Journal of the Academy of Marketing Science, 28(1), 67-85.
85. Zeithaml, V., Berry, L.L. & Parasuraman, A. (1996). “The behavioral consequences of service quality”, Journal of Marketing, 60 (2), 31-46.