MÜŞTERİ BAĞLILIĞI OLUŞUM SÜRECİNİN BİLİŞ DUYGU DAVRANIŞ MODELİ İLE İNCELENMESİ: OTEL İŞLETMELERİ ÜZERİNE BİR ARAŞTIRMA

Abstract

The purpose of this study is to examine the formation process of customer loyalty in hotel businesses with the cognitive affective and conative framework. In this context, price fairness, technical and functional quality are considered as the cognitive process through which customers obtain information about the hotel. Consumption emotions formed by the obtained cognitions were considered as affective process. Customer loyalty constituted by the effect of cognition and emotions was also considered as behavioral intention. A research model was developed by supporting with existing studies and tested wit Partial Least Square (PLS) structural equation model. First, the convergent and discriminant validity of the model were examined and then the results were shown. As a result, it has been determined that price fairness, technical quality and functional quality effect the consumption emotions. In addition, it has been observed that consumption feelings have an effect on customer loyalty. Finally, recommendations developed within the scope of the findings were presented.

Keywords

• Fiyat Adaleti
• Teknik Kalite
• Fonksiyonel Kalite
• Tüketim Duyguları
• Müşteri Bağlılığı
• Customer Loyalty

AN INVESTIGATION OF THE FORMATION PROCESS OF CUSTOMER LOYALTY WITH THE COGNITIVE AFFECTİVE AND CONATIVE FRAMEWORK: A RESEARCH ON HOTEL BUSINESSES

Abstract

The purpose of this study is to examine the formation process of customer loyalty in hotel businesses with the cognitive affective and conative framework. In this context, price fairness, technical and functional quality are considered as the cognitive process through which customers obtain information about the hotel. Consumption emotions formed by the obtained cognitions were considered as affective process. Customer loyalty constituted by the effect of cognition and emotions was also considered as behavioral intention. A research model was developed by supporting with existing studies and tested wit Partial Least Square (PLS) structural equation model. First, the convergent and discriminant validity of the model were examined and then the results were shown. As a result, it has been determined that price fairness, technical quality and functional quality effect the consumption emotions. In addition, it has been observed that consumption feelings have an effect on customer loyalty. Finally, recommendations developed within the scope of the findings were presented.

Keywords

• Price Fairness
• Technical Quality
• Functional Quality
• Consumption Emotions

References

1. Ali, F., Amin, M. ve Ryu, K. (2016). “The Role of Physical Environment, Price Perceptions, and Consumption Emotions in Developing Customer Satisfaction in Chinese Resort Hotels”, Journal of Quality Assurance in Hospitality and Tourism, 17/1, 45-70.
2. Ali, F., Hussain, K. ve Omar, R. (2015). “Diagnosing Customers Experience, Emotions and Satisfaction in Malaysian Resort Hotels”, European Journal of Tourism Research, 12/2015, 25-40.
3. Ali, F., Hussain, K., Konar, R. ve Jeon, H., M. (2017). “The Effect of Technical and Functional Quality on Guests’ Perceived Hotel Service Quality and Satisfaction: A SEM-PLS Analysis”, Journal of Quality Assurance in Hospitality & Tourism, 18:3, 354-378.
4. Bagozzi, R., Gopinath, M. ve Nyer, P. (1999). “The Role of Emotions in Marketing”, Academy of Marketing Science, 27/2, 184-206.
5. Baumann, C., Burton, S., Elliott, G. ve Kehr, H. (2007). “Prediction of Attitude and Behavioural Intentions in Retail Banking”, International Journal of Bank Marketing, 25/2007, 102-16.
6. Blodgett, J., G., Hill, D., J. ve Tax, S., S. (1997). “The Effects of Distributive, Procedural, and Interactional Justice on Postcomplaint Behavior”, Journal of Retailing, 73/2, 185-210.
7. Blodgett, J., G., Granbois, D., H. ve Walters, R., G. (1993). “The Effects of Perceived Justice on Complainants’ Negative Word of Mouth Behavior and Repatronage Intentions”, Journal of Retailing, 69/4, 399-428.
8. Cakici, A., C., Akgunduz, Y. ve Yildirim, O. (2019). “The Impact of Perceived Price Justice and Satisfaction on Loyalty: The Mediating Effect of Revisit Intention”, Tourism Review, 74/3, 443-462.

9. Chebat, J., C. ve Slusarczyk, W. (2005). “How Emotions Mediate the Effects of Perceived Justice on Loyalty in Service Recovery Situations: An Empirical Study”, Journal of Business Research, 58/2005 ,664-673.
10. Chin, W., W. (1998). “Issues and Opinions on Structural Equation Modelling”, MIS Quarterly, 22/1, 7-16.
11. Clemes, M., D., Gan, C. ve Ren, M. (2010). “Synthesizing the Effects of Service Quality, Value, and Customer Satisfaction on Behavioural Intentions in the Motel Industry: An Empirical Analysis”, Journal of Hospitality and Tourism Research, 35/4,530-568.
12. Cohen, J. (1988). Statistical Power Analysis for the Behavioral Sciences, 2nd edition, Psychology Press, New York.
13. Çakır, F., S. (2019). “Kısmi En Küçük Kareler Yapısal Eşitlik Modellemesi (PLS-SEM) ve Bir Uygulama”, Sosyal Araştırmalar ve Davranış Bilimleri Dergisi, 5/9, 111-128.
14. Deng, W., J., Yeh, M., L. ve Sung M., L. (2013). “A Customer Satisfaction Index Model for International Tourist Hotels: Integrating Consumption Emotions into The American Customer Satisfaction Index”, International Journal of Hospitality Management, 35/2013, 133-140.
15. Ferguson, R., J., Paulin, M., Pigeassou, C. ve Gauduchon, R. (1999). “Assessing Service Management Effectiveness in A Health Resort: Implications of Technical and Functional Quality”, Managing Service Quality, 9(1), 58–65.
16. Fornell, C. ve Larcker, D., F. (1981). “Evaluating Structural Equation Models with Unobservable Variables and Measurement Error”, Journal of Marketing Research, 18/1, 39-50. Fu, Y., Y. (2003). “The Impact of Servıce Failure and Service Recovery on Consumers’ Satisfaction Updating Process in The Lodging Industry”, Doctor of Philosophy Thesis, College of Health and Human Development, The Pennsylvania State University.
17. Garson, G., D. (2016). Partıal Least Squares (Pls-Sem), Statistical Associates Publishing, Newyork.
18. Giovanis, A., N., Zondiros, D. ve Tomaras, P. (2014). “The Antecedents of Customer Loyalty for Broadband Services: The Role of Service Quality, Emotional Satisfaction and Corporate Image”, Procedia - Social and Behavioral Sciences, 148/2014, 236-244.
19. Gracia, E., Bakker, A., B. ve Grau, R. (2011). “Positive Emotions: The Connection Between Customer Quality Evaluations and Loyalty”, Cornell Hospitality Quarterly, 52/4, 458-465.
20. Grönroos, C. (1984). “A Service Quality Model and Its Marketing Implications”, European Journal of Marketing, 18/1984, 36-44. Gümüşsoy, Ç., A. ve Köseoğlu, B. (2016). “The Effects of Service Quality, Perceived Value and Price Fairness on Hotel Customers’ Satisfaction and Loyalty”, Journal of Economics, Business and Management, 4/9, 523-527.
21. Hair, J., F., Hult, G., T., Ringle, C., M., ve Sarstedt M. (2014). A Primer On Partial Least Squares Structural Equation Modeling (PLS-SEM), 1st. edition, SAGE Publications, London. Han, H. and Back, K., J. (2007). “Investigating The Effects of Consumption Emotions on Customer Satisfaction and Repeat Visit Intentions in The Lodging Industry”, Journal of Hospitality Marketing & Management, 15/3, 5-30.
22. Han, H., Kim, Y. ve Kim, E. (2011). “Cognitive, Affective, Conative, and Action Loyalty: Testing The Impact of Inertia”, International Journal & Hospitality Management, 30/4, 1008-1019.
23. Hassan, M., Hassan, S., Nawaz, M., S. ve Aksel, I. (2013). “Measuring Customer Satisfaction and Loyalty Through Service Fairness, Service Quality and Price Fairness Perception: An Empirical Study of Pakistan Mobile Telecommunicatıon Sector”, Science International Lahore, 25/4, 971-980.
24. Henseler, J., Ringle, C., M. ve Sarstedt, M. (2015). “A New Criterion for Assessing Discriminant Validity in Variance-Based Structural Equation Modeling”, Journal of the Academy of Marketing Science, 43/1, 115-135.
25. Jalilvand, R., M., Salimipour, S., Elyasi, M. ve Mohammadi, M. (2017). “Factors Influencing Word of Mouth Behaviour in The Restaurant Industry”, Marketing Intelligence & Planning, 1/35, 81-110.
26. Jang, S. ve Namkung, Y. (2009). “Perceived Quality, Emotions, and Behavioral Intentions: Application of An Extended Mehrabian–Russell Model to Restaurants”, Journal of Business Research, 62/2009, 451-460.
27. Johnston, R. ve Fern, A. (1999). “Service Recovery Strategies for Single and Double Deviation Scenarios”, Service Industries Journal, 19/2, 69-82. Kang, G., D. (2006). “The Hierarchical Structure of Service Quality: Integration of Technical and Functional Quality”, Managing Service Quality, 16/2006, 37-50.
28. Kim, W. ve Han, H. (2008). “Determinants of Restaurant Customers’ Loyalty Intentions: A Mediating Effect of Relationship Quality”, Journal of Quality Assurance in Hospitality and Tourism, 9/3, 219-239. Koç, E. (2017). Service Failures and Recovery in Tourism and Hospitality: A Practical Manual. CABI Publishing, Wallingford.
29. Konuk, F., A. (2019). “The İnfluence of Perceived Food Quality, Price Fairness, Perceived Value and Satisfaction on Customers’ Revisit and Word-Of-Mouth Intentions Towards Organic Food Restaurants”, Journal of Retailing and Consumer Services, 50/2019, 103-110.
30. Ladhari, R. (2009). “Service Quality, Emotional Satisfaction, and Behavioural Intentions: A Study in The Hotel Industry”, Managing Service Quality, 19/2009, 308-331. Lehtinen, J. (1983), “Customer Oriented Service System”, Working Paper, Service Management Institute, Helsinki.
31. Lewis, B., R. ve McCann, P. (2004). “Service Failure and Recovery: Evidence from The Hotel Industry”, International Journal of Contemporary Hospitality Management, 16/1, 6-17.
32. Lin, J. ve Liang, H. (2011). “The Influence of Service Environments on Customer Emotion and Service Outcomes”, Managing Service Quality, 21/4, 350-372. Lo, A., Wu, C. ve Tsai, H. (2015). “The Impact of Service Quality on Positive Consumption Emotions in Resort and Hotel Spa Experiences”, Journal of Hospitality Marketing & Management, 24/2, 155-179.
33. Oliver, R. (1999). “Whence Consumer Loyalty”, Journal of Marketing, 63/1999, 33-44.
34. Parasuraman, A., Zeithaml, V., A., ve Berry, L., L. (1985). “A Conceptual Model of Service Quality and Its Implications for Future Research”, Journal of Marketing, 49/1999, 41-50.
35. Phillips, D., M. ve Baumgartner, H., (2002). “The Role of Consumption Emotions in the Satisfaction Response”, Journal of Consumer Psychology, 12/3, 243-252. Qu, Y., C. ve Verhoel, P., C. (2017). “The Impact of Positive and Negative Emotions on Loyalty Intentions and Their Interactions with Customer Equity Drivers”, Journal of Business Research, 80/2017, 106-115.
36. Radder, L. ve Wang, Y. (2006). “Dimensions of Guest House Service Managers' Perceptions and Business Travelers’ Expectations”, International Journal of Contemporary Hospitality Management, 18/7, 554-562.
37. Ringle, C. M., Silva, D. ve Bido, D. (2014). “Structural Equation Modeling with The Smartpls”, Brazilian Journal of Marketing, 13/2, 56-73.
38. Sandy, N., David, M., E. ve Dagger, T., S. (2011). “Generating Positive Word-Of-Mouth in The Service Experience”, Managing Service Quality, 21/2, 133-151.
39. Set, N., Deshmukh, S., G. ve Vrat, P. (2005). “Service Quality Models: A Review”, International Journal of Quality & Reliability Management, 22/9, 913-949.
40. Tengilimoglu, E. ve Hassan, A. (2020). “Applying Flow Theory to the Online Booking Experience: The Role of Utilitarian and Hedonic Features”, Journal of Tourismology, 6/1, 1-12.
41. Tengilimoğlu, E. (2019). “Lisans Düzeyinde Turizm Eğitimi Alan Öğrencilerin Eğitim Öncesinde ve Eğitim Sürecinde Sektöre İlişkin Algıları”, Sosyal, Beşeri ve İdari Bilimler Dergisi, 2/7, 491-507.
42. Tsao, W., C. (2018). “Star Power: The Effect of Star Rating on Service Recovery in The Hotel Industry”, International Journal of Contemporary Hospitality Management, 30/2, 1092-1111.
43. Usakli, A. ve Kücükergin, K., G. (2018). “Using Partial Least Squares Structural Equation Modeling in Hospitality and Tourism. Do Researchers Follow Practical Guidelines?”, International Journal of Contemporary Hospitality Management, 30/11, 3462-3512.
44. Varki, S. ve Colgate, M. (2001). “The Role of Price Perceptions in an Integrated Model of Behavioural Intentions”, Journal of Service Research, 3/1, 232-240. Walls, A., Okumus, F., Wang, Y. ve Kwun, D., J., W. (2011). “Understanding The Consumer Experience: An Exploratory Study of Luxury Hotels”, Journal of Hospitality Marketing & Management, 20/2, 166-197.
45. Xia, L., Monroe, K., E. ve Cox, J., L. (2004). “The Price is Unfair! A Conceptual Framework of Price Fairness Perceptions”, Journal of Marketing, 68/4, 1-15.
46. Ye, Q., Li, H., Wang, Z. and Law, R. (2014). “The Influence of Hotel Price on Perceived Service Quality and Value in E-Tourism: An Empirical Investigation Based on Online Traveler Reviews”, Journal of Hospitality & Tourism Research, 38/1, 23-39.
47. Yong, L., S. ve Bojei, J. (2006). “Effects of Technical Quality, Functional Quality and Satisfaction on Trust”, Bankers Journal Malaysia, 4-12.
48. Zeithaml, V., A., Berry, L., L. ve Parasuraman, A. (1996). “The Behavioral Consequences of Service Quality”, Journal of Marketing, 60/1996, 31-46.
49. Zeithaml, V., A., Parasuraman, A. ve Berry, L., L. (1985), “Problems and Strategies in Services Marketing”, The Journal of Marketing, 49/2, 33-46.