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

Year 2020, Issue: 40, 1 - 16, 29.06.2020
https://doi.org/10.30794/pausbed.681672

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.

References

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

Year 2020, Issue: 40, 1 - 16, 29.06.2020
https://doi.org/10.30794/pausbed.681672

Abstract

References

  • Abubakar, M. A. (2016). “Does eWOM influence destination trust and travel intention: a medical tourism perspective”, Economic Research-Ekonomska Istraživanja, 29:1, 598-611.
  • 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.
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  • Anderson, E.W., Fornell, C. & Mazvancheryl, S.K. (2004). “Customer satisfaction and shareholder value”, Journal of Marketing, 68(4), 172-185.
  • 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.
  • Arndt, J. (1967). “Role of Product-Related Conversations in the Diffusion of a New Product”. Journal of Marketing Research, 4(3), 291-295.
  • 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.
  • Baker, D.A. & Crompton, J.L. (2000). “Quality, Satisfaction and Behavioral Intentions”. Annals of Tourism Research, 27, 785-804.
  • 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.
  • Barsky, J. (1992).“Customer satisfaction in the hotel industry: measurement and meaning”, Cornell H.R.A. Quarterly, 7, 20‐41.
  • 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.
  • 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.
  • 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.
  • Bolen, W. H. (1994). “The role of word-of-mouth “advertising” inretailing”. American Business Review, 12(2), 11-14.
  • Bontis, N. (1998). “Intellectual capital: an exploratory study that develops measures and models”. Management Decision, 36(2), 63–76.
  • 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.
  • 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.
  • Chen, J. & Gursoy, D. (2001). “An investigation of tourist’ destination loyalty and preferences”, International Journal of Contemporary Hospitality Management, 13(2),79–85.
  • 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.
  • 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.
  • Cronin, J. & Taylor, S. (1992). “Measuring Service Quality: A Re-Examination and Extension”, Journal of Marketing, 56, 55-68.
  • 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.
  • 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.
  • 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.
  • Fornell, C. & D. F. Larcker (1981). “Evaluating Structural Equation Models with Unobservable Variables and Measurement Error”, Journal of Marketing Research (18) 1: 39-50.
  • 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.
  • 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.
  • 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.
  • Gremler, D. (1994). “Word-of-mouth communication: Causes and consequences”. Marketing Review, 15(1), 3.
  • Gremler, D.D. & Gwinner, K.P. (2000). “Customer-Employee Rapport in Service Relationships”. Journal of Service Research, 3(1): 82-104.
  • 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.
  • Hair, J.F., Black, W.C., Babin, B.J. & Anderson, R.E. (2010). Multivariate Data Analysis, 7e, Prentice Hall, Upper Saddle River.
  • 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.
  • 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.
  • 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.
  • 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.
  • Hart, C. W. L. & Heskett, J. L. (1990). “The profitable art of service recovery”. Harvard Business Review, 68(4), 148-156.
  • 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.
  • Hui, T. K., Wan, D. & Ho, A. (2007). “Tourists’ satisfaction, recommendation and revisiting Singapore”, Tourism Management, 28, 965-975.
  • 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.
  • Jalilvand, M. R. & Samiei, N. (2012). “The impact of electronic word of mouth on a tourism destination choice”, Internet Research, 22(5), 591 – 612.
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There are 85 citations in total.

Details

Primary Language Turkish
Subjects Tourism (Other)
Journal Section Articles
Authors

Abdullah Uslu 0000-0002-3660-7096

Publication Date June 29, 2020
Acceptance Date May 17, 2020
Published in Issue Year 2020 Issue: 40

Cite

APA Uslu, A. (2020). OTEL İŞLETMELERİNE GELEN YABANCI TURİSTLERİN MEMNUNİYETLERİNİN AĞIZDAN AĞIZA İLETİŞİM (WOM) ÜZERİNE ETKİSİ: TURİST SADAKATİNİN ARACILIK (MEDİATOR) ROLÜ. Pamukkale Üniversitesi Sosyal Bilimler Enstitüsü Dergisi(40), 1-16. https://doi.org/10.30794/pausbed.681672
AMA Uslu A. OTEL İŞLETMELERİNE GELEN YABANCI TURİSTLERİN MEMNUNİYETLERİNİN AĞIZDAN AĞIZA İLETİŞİM (WOM) ÜZERİNE ETKİSİ: TURİST SADAKATİNİN ARACILIK (MEDİATOR) ROLÜ. PAUSBED. June 2020;(40):1-16. doi:10.30794/pausbed.681672
Chicago Uslu, Abdullah. “OTEL İŞLETMELERİNE GELEN YABANCI TURİSTLERİN MEMNUNİYETLERİNİN AĞIZDAN AĞIZA İLETİŞİM (WOM) ÜZERİNE ETKİSİ: TURİST SADAKATİNİN ARACILIK (MEDİATOR) ROLÜ”. Pamukkale Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, no. 40 (June 2020): 1-16. https://doi.org/10.30794/pausbed.681672.
EndNote Uslu A (June 1, 2020) OTEL İŞLETMELERİNE GELEN YABANCI TURİSTLERİN MEMNUNİYETLERİNİN AĞIZDAN AĞIZA İLETİŞİM (WOM) ÜZERİNE ETKİSİ: TURİST SADAKATİNİN ARACILIK (MEDİATOR) ROLÜ. Pamukkale Üniversitesi Sosyal Bilimler Enstitüsü Dergisi 40 1–16.
IEEE A. Uslu, “OTEL İŞLETMELERİNE GELEN YABANCI TURİSTLERİN MEMNUNİYETLERİNİN AĞIZDAN AĞIZA İLETİŞİM (WOM) ÜZERİNE ETKİSİ: TURİST SADAKATİNİN ARACILIK (MEDİATOR) ROLÜ”, PAUSBED, no. 40, pp. 1–16, June 2020, doi: 10.30794/pausbed.681672.
ISNAD Uslu, Abdullah. “OTEL İŞLETMELERİNE GELEN YABANCI TURİSTLERİN MEMNUNİYETLERİNİN AĞIZDAN AĞIZA İLETİŞİM (WOM) ÜZERİNE ETKİSİ: TURİST SADAKATİNİN ARACILIK (MEDİATOR) ROLÜ”. Pamukkale Üniversitesi Sosyal Bilimler Enstitüsü Dergisi 40 (June 2020), 1-16. https://doi.org/10.30794/pausbed.681672.
JAMA Uslu A. OTEL İŞLETMELERİNE GELEN YABANCI TURİSTLERİN MEMNUNİYETLERİNİN AĞIZDAN AĞIZA İLETİŞİM (WOM) ÜZERİNE ETKİSİ: TURİST SADAKATİNİN ARACILIK (MEDİATOR) ROLÜ. PAUSBED. 2020;:1–16.
MLA Uslu, Abdullah. “OTEL İŞLETMELERİNE GELEN YABANCI TURİSTLERİN MEMNUNİYETLERİNİN AĞIZDAN AĞIZA İLETİŞİM (WOM) ÜZERİNE ETKİSİ: TURİST SADAKATİNİN ARACILIK (MEDİATOR) ROLÜ”. Pamukkale Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, no. 40, 2020, pp. 1-16, doi:10.30794/pausbed.681672.
Vancouver Uslu A. OTEL İŞLETMELERİNE GELEN YABANCI TURİSTLERİN MEMNUNİYETLERİNİN AĞIZDAN AĞIZA İLETİŞİM (WOM) ÜZERİNE ETKİSİ: TURİST SADAKATİNİN ARACILIK (MEDİATOR) ROLÜ. PAUSBED. 2020(40):1-16.