Web Tabanlı Seyahat Aracılarını Kullanan Akademik Personelin Elektronik Hizmet Kalitesi, Memnuniyet Ve Sadakat İlişkisinin İncelenmesi

Year 2017, Volume: 14 Issue: 1, 33 - 47, 03.04.2017

Sercan Yıldız Beykan Çizel

https://doi.org/10.24010/soid.303645

Cited By: 1

Abstract

Bu çalışmada, web tabanlı seyahat aracılarını kullanan
akademik personelin algılanan elektronik hizmet kalitesi, memnuniyet ve sadakat
ilişkisi incelenmiştir. Akdeniz Üniversitesi’nde görev yapmakta olan ve web
tabanlı seyahat aracılarını, en az bir defa kullanma deneyimine sahip olan 300
akademik personelden, anket tekniği ile veriler toplanmış, araştırmanın amacına
uygun istatistiksel analiz yöntemleri ile incelenmiş ve değerlendirilmiştir.
Araştırma sonuçları, sözü edilen üç değişken arasındaki ilişkinin varlığını
sayısal olarak ortaya koymaktadır. Bunun yanında, elektronik hizmet kalitesini
oluşturan her bir boyutun, müşteri memnuniyetini ve sadakatini farklı önem
derecelerinde yordama gücünün olduğunu göstermektedir. Bulgular web tabanlı
seyahat aracıları yöneticilerinin müşteri memnuniyetini ve müşteri sadakatini
sağlamak için hangi faktörlere öncelik vermesi gerektiği hususunda önemli
bilgiler sunmaktadır.   

Keywords

Web tabanlı seyahat aracıları, Elektronik hizmet kalitesi, Memnuniyet, Sadakat

References

• Avcıkurt, C. ve Köroğlu, Ö. (2006). Termal Otel İşletmelerinde Müşteri Sadakatini Artıran Nitelikleri Belirlemeye Yönelik Bir Alan Araştırması, Seyahat ve Otel İşletmeciliği Dergisi, 5-16.
• Bauer, H. H., Falk, T. ve Hammerschmidt, M. (2006). eTransQual: A Transaction Process-Based Approach for Capturing Service Quality in Online Shopping, Journal of Business Research, 866-875.
• Bressolles, G., Durrieu, F. ve Senecal, S. (2014). A Consumer Typology Based on E-Service Quality and E-Satisfaction, Journal of Retailing and Consumer Services, 889-896.
• Buhalis, D. (2003) eTourism: Information Technology for Strategic Tourism Management. London: Prentice Hall.
• Büyüköztürk, Ş. (2011). Sosyal Bilimler İçin Veri Analizi El Kitabı. Ankara: Pegem.
• Castaneda, J. A. (2011). Relationship Between Customer Satisfaction and Loyalty on the Internet, Journal of Business & Psychology, 371-383.
• Chang, H., Lee, C.-H. ve Lai, C.-Y. (2012). E-Service quality and relationship quality on dealer satisfaction: Channel power as a moderator, Total Quality Management, 855-873.
• Cheng, B.-L. ve Rashid, M. A. (2013). Service Quality and the Mediating Effect of Corporate Image on the Relationship between Customer Satisfaction and Customer Loyalty in the Malaysian Hotel Industry, International Journal of Business, 99-112.
• Churchill, G. A. (1979). A Paradigm For Developing Better Measures of marketing Constructs, Journal of Marketing Research, 64-73.
• Çatı, K. ve Koçoğlu, C. M. (2008). Müşteri Sadakati ile Müşteri Tatmini Arasındaki İlişkiyi Belirlemeye Yönelik Bir Araştırma, Selçuk Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 167-188.
• Çelik, H. ve Başaran, B. (2008). Bireysel Müşteriler Tarafından Algılanan Elektronik Hizmet Kalitesi, Anadolu Üniversitesi Sosyal Bilimler Dergisi, 129-152.
• Flavian, C., Guinaliu, M. ve Gurrea, R. (2006). The Role Played by Perceived Usability, Satisfaction and Consumer Trust on Website Loyalty, Information Management, 1-14.
• Fornell, C. ve Larcker, D. F. (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error, Journal of Marketing Research, 39-50.
• Hair, J., Ronald, L., Rolph, E. ve William, B. (1998). Multivariate Data Analysis, 5th Edition, USA: Prentice Hall.
• Ho, C. I. ve Lee, Y. L. (2007). The Development of an E-Travel Service Quality Scale, Tourism Management, 1434-1449.
• Huang, W. Y. ve Dubinsky, A. J. (2014). Measuring Customer Pre-Purchase Satisfaction in a Retail Setting, The Service Industries Journal, 212-229.
• Kline, R. B. (2005). Principles and Practice of Structural Equation Modeling (2nd Edition ed.), New York: The Guilford Press.
• Ladhari, R. (2010). Developing E-Service Quality Scales: A Literature Review, Journal of Retailing and Consumer Services, 464-477
• Law, R., Qi, S. ve Leung, B. (2008). Perception of Functionality and Usability on Travel Websites: The Case of Chinese Travelers, Asia Pacific Journal of Tourism Research, 435-445.
• Liao, C.-H., Yen, H. ve Li, E. (2011). The Effect of Channel Quality Inconsistency on the Association Between E-Service Quality and Customer Relationships, Internet
• Research, 458-478.
• Luo, S.-F. ve Lee, T.-Z. (2011). The Influence of Trust And Usefulness On Customer Perceptıons of E-Servıce Quality, Social Behavior And Personality, 825-838.
• Marimon, F., Yaya, L. P. ve Fa, M. C. (2012). Impact of E-Quality and Service Recovery on Loyalty a Study of E-Banking in Spain, Total Quality Management, 769-787.
• Nakip, M. (2003). Pazarlama Araştırmaları: Teknikler ve Uygulamalar, Ankara: Seçkin Kitapevi.
• Nunnally, J. C. (1978). Psychometric Theory, New York: Mcgraw-Hill.
• Oliveira, P., Roth, A. V. ve Gilland, W. (2002). Achieving Competitive Capabilities in E-Services, Technological Forecasting & Social Change, 721-739.
• Oliver, R. L. (1980). A Cognitive Model of the Antecedents and Consequence of Satisfaction Decisions, Journal of Marketing Research, 460-470.
• Osman, Z. ve Sentosa, I. (2013). A Study of Mediating Effect of Trust on Customer Satisfaction and Customer Loyalty Relationship in Malaysian Rural Tourism, European Journal of Tourism Research, 192-206.
• Özdamar, K. (2004). Paket Programlar ile İstatistiksel Veri Analizi, Eskişehir: Kaan Kitabevi.
• Özdemir, B., Aksu, A. A., Ehtiyar, V. R., Çizel B., Çizel R. ve İçigen E. (2012). Relationships Among Tourists Profile Satisfaction and Destination Loyalty: Examining Emprical Evidences in Antalya Region of Turkey, Journal of Hospitality Marketing and Management, 506-540.
• Papaioannou, E., Sarmaniotis, C., Assimakopoulos, C. ve Georgiadis, C. K. (2013). Investigating Customer Satisfaction Dimensions With Service Quality of Online Auctions: An Empirical Investigation of E-Bay, Inf Syst E-Bus Manage, 313-330.
• Parasuraman, A., Zeithaml, V. A. ve Berry, L. L. (1988). SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality, Journal of Retailing, 12-39.
• Parasuraman, A., Zeithaml, V. A. ve Malhotra, A. (2005). A Multiple-Item Scale for Assessing Electronic Service Quality, Journal of Service Research, 213-233.
• Pearson, A., Tadisina, S. ve Griffin, C. (2012). The Role of E-Service Quality and Information Quality in Creating Perceived Value: Antecedents to Web Site Loyalty, Information Systems Management, 201-215.
• Ruyter, K., Wetzels, M. ve Kleijnen, M. (2001). Customer Adoption of E-Service: An Experimental Study, International Journal of Service Industry Management, 184-207.
• Santos, J. (2003). E-Service Quality: A Model of Virtual Service Quality Dimensions, Managing Service Quality, 233-246.
• Sarı, Y. ve Kozak, M. (2005). Turizm Pazarlamasına İnternetin Etkisi: Destinasyon Web Siteleri İçin Bir Model Önerisi, Akdeniz İ.İ.B.F. Dergisi, 248-271.
• Schumacker, R. E. (2004). Rasch Measurement: The Dichotomous Model, Introduction to Rasch measurement., 226-253.
• Shu-Fang, L. ve Tzai-Zang, L. (2011). The Influence of Trust and Usefulness on Customer Perceptıons of E-Servıce Quality, Social Behavior And Personality, 825-838.
• Şenel, B., Şenel, M. ve Gümüştekin, G. E. (2012). E-Hizmet Kalitesine Göre Sanal Alışveriş Sitelerinin Değerlendirilmesi, Dumlupınar Üniversitesi Sosyal Bilimler Dergisi, 85-100.
• Tsang, N. K., Lai, M. T. ve Law, R. (2010). Measuring E-Service Quality for Online Travel Agencies, Journal of Travel & Tourism Marketing, 306-323.
• Wolfinbarger, M. ve Gilly, M. C. (2003). ETailQ: Dimensionalizing, Measuring and Predicting Retail Quality, Journal of Retailing, 183-198.
• Yang, H. E., Wu, C. C. ve Wang, K. C. (2009). An Empirical Analysis of Online Game Service Satisfaction and Loyalty, Expert Systems with Applications, 1816-1825.
• Zhang, P., Von Dran, G. M., Small, R. V. ve Barcellos, S. (1999). Websites that Satisfy Users: A Theoretical Framework for Web User Interface Design and Evaluation. Proceedings of the 32nd Hawaii International Conference on System Science, Washington: IEEE Computer Society.