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Fazla Oda Satan Otellerin Kullandığı Yaygın İyileştirme Faaliyetinin Yerli Turistlerin Memnuniyet ve Tekrar Gelme Niyetlerine Etkisinin Bazı Değişkenler Açısından Değerlendirilmesi

Year 2016, Volume: 3 Issue: 1, 57 - 68, 25.05.2016

Abstract

Araştırmanın temel amacı fazla oda satışı gerçekleştiğinde standart bir iyileştirme uygulaması olarak benzer standartlardaki başka otellere transfer edilen yerli konukların memnuniyetlerini ve tekrar geri gelme niyetlerini belirlemek ve bunların cinsiyet, yaş ve tatil deneyimi gibi bazı değişkenlere göre değişip değişmediğini incelemektir. Araştırma verileri 2014 Mayıs-Haziran döneminde Mersin-Anamur bölgesinde senaryo tabanlı bir anketle toplanmıştır. Anket uygulaması kartopu ve kolayda örnekleme yöntemleri kullanılarak daha önce 4 ya da 5 yıldızlı bir konaklama işletmesinde tatil deneyimi olan katılımcılara yönelik yapılmıştır. Araştırma sonunda ilgili iyileştirme uygulamasının konuk memnuniyetine ve tekrar geri gelme niyetine etkisinin olumsuz anlamda oldukça derin olduğu tespit edilmiştir. Bununla birlikte tatil deneyimi az olan konuklar ile daha genç konukların uygulamaya tepkileri istatistiksel açıdan daha iyi seviyelerde gerçekleşmiştir. Bu nedenle yerli konuk pazarı fazla olan işletmelerin fazla rezervasyon uygulamalarında çok daha temkinli olmaları gerekmektedir. Bir şekilde başka işletmelere transfer yapılmasının kaçınılmaz olduğu durumlarda ise öncelikle tatil deneyimi en az olan en genç konuklar tercih edilmesi önerilmektedir.          

References

  • Chuang, S. C., Cheng, Y. H., Chang, C. J. ve Yang, S. W. (2012). The Effect Of Service Failure Types and Service Recovery On Customer Satisfaction: A Mental Accounting Perspective”, The Service Industries Journal, 32(2), 257-271.
  • Dahal, H. (2007). Factor Analysis For Soil Test Data: A Methodological Approach In Environment Friendly Soil Fertility Management. Journal of Agriculture and Environment, 8, 8-19.
  • DeTienne, K. B., Seawright, K.K. ve Brough, A. R. (2005). Cost-Effective Service Recovery Knowing Which Customers to Keep. International Journal of Applied Marketing, 1(3), 1-22.
  • Ennew, C ve Schoefer, K. (2003). Service Failure and Service Recovery in Tourism: A Review, Christel DeHaan Tourism and Travel Research Institute, Nottingham University Business School.
  • Galbreath, J. (2002).Twenty-First Century Management Rules: The Management Of Relationships As Intangible Assets. Management Decision, 40(2), 116-126.
  • Gökdeniz, A. ve Dinç, Y. (2011). Konaklama İşletmelerinde Önbüro Operasyonları ve Yönetimi (7. Baskı). Ankara: Detay Yayıncılık.
  • Gyung Kim, M., Wang, C. ve Mattila, A. S. (2010). The Relationship Between Consumer Complaining Behavior And Service Recovery: An Integrative Review. International Journal Of Contemporary Hospitality Management, 22(7), 975-991
  • Hair, J. F., Anderson, R. E., Tatham, R. L. ve William, C. Black (1998), Multivariate Data Analysis (5. Baskı) New Jersey: Pearson Education.
  • Hoffman, K. D. ve Chung, B. G. (1999). Hospitality Recovery Strategies: Customer Preference Versus Firm Use. Journal Of Hospitality & Tourism Research, 23(1), 71-84.
  • Hoffman, K. D. ve Kelley, S. W. (2000). Perceived Justice Needs And Recovery Evaluation: A Contingency Approach. European Journal Of Marketing, 34( 3/4), 418-432.
  • Hwang, J., ve Wen, L. (2009). The Effect Of Perceived Fairness Toward Hotel Overbooking And Compensation Practices On Customer Loyalty. International Journal Of Contemporary Hospitality Management, 21(6), 659-675.
  • Kaiser, H. F. ve Rice, J. (1974). Little Jiffy, Mark IV. Educational And Psychological Measurement, 34(1), 111-117.
  • Kalaycı, Ş. (2008). SPSS Uygulamalı Çok Değişkenli İstatistik Teknikler (3. Baskı). Ankara: Asil Yayın Dağıtım.
  • Kim, T. T., Kim, W. G. ve 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(1), 51-62.
  • Kuenzel, S. ve Katsaris, N. (2011). Discrepancies Between Tourists' And Managers' Perceptions Of Service Failures And Service Recoveries In Hotels. International Journal Of Business Research, 11(5), 16-25.
  • Lee, M. J. , Singh, N. ve Chan, E. S. W. (2011). Service Failures And Recovery Actions In The Hotel Industry: A Text-Mining Approach. Journal of Vacation Marketing, 17(3), 197–207.
  • Levesque, T. J., ve Mcdougall, G. H. (2000). Service Problems And Recovery Strategies: An Experiment. Canadian Journal of Administrative Sciences, 17(1), 20-37.
  • Lewis, B.R. ve Mccann, S. (2004), Service Failure And Recovery: Evidence From The Hotel Industry. International Journal Of Contemporary Hospitality Management, 16(1), 6-17.
  • Lewis, B. R., ve Spyrakopoulos, S. (2001). Service Failures And Recovery In Retail Banking: The Customers' Perspective. International Journal Of Bank Marketing, 19(1), 37-48.
  • Mattila, A.S. (1999). An Examination of Factors Affecting Service Recovery in a Restaurant Setting. Journal of Hospitality & Tourism Research, 23(3), 284-298.
  • Mccoll-Kennedy, J. R., Daus, C. S., ve Sparks, B. A. (2003). The Role Of Gender In Reactions To Service Failure And Recovery. Journal Of Service Research, 6(1), 66-82.
  • McCollough, M. A. (2000). The Effect Of Perceived Justice And Attributions Regarding Service Failure And Recovery On Post-Recovery Customer Satisfaction And Service Quality Attitudes. Journal of Hospitality & Tourism Research, 24(4), 423-447.
  • Michel, S. (2001). Analyzing Service Failures And Recoveries: A Process Approach. International Journal Of Service Industry Management, 12(1), 20-33.
  • Mount, D. J. (2012). Putting the Dollar Signs on Quality: The Benefits of Service Recovery in the Hotel Industry. Journal of Quality Assurance in Hospitality & Tourism, 13(2), 152-163.
  • Mount, D. J. ve Mattila, A (2009). The Relationship Of Reliability And Recovery To Satisfaction And Return Intent At The Hotel Unit Level. Journal Of Quality Assurance In Hospitality & Tourism, 10(4), 301–310.
  • Mueller, R. D., Palmer, A., Mack, R. ve Mcmullan, R. (2003). Service In The Restaurant Industry: An American And Irish Comparison Of Service Failures And Recovery Strategies. International Journal Of Hospitality Management, 22(4), 395-418.
  • Notarius, B. ve Brewer, G. S. (2001). Open Your Own Bed & Breakfast (4.Baskı). New York: John Wiley & Sons.
  • Noone, B. M. ve Lee, C.H. (2011). Hotel Overbooking: The Affect of Overcompensation on Customers’ Reactions to Denied Services. Journal of Hospitality & Tourism Research, 35(3), 334-357.
  • Rothstein, M. (1974). Hotel Overbooking As A Markovian Sequential Decision Process. Decision Sciences, 5(3), 389-404.
  • Smith, A. K., Bolton, R. N. ve Wagner, J. (1999). A Model of Customer Satisfaction With Service Encounters Involving Failure And Recovery. Journal Of Marketing Research, 36(3), 356-372.
  • Suskind, A. (2005). A Content Analysis Of Consumer Complaints, Remedies, And Repatronage Intentions Regarding Dissatisfying Service Experiences. The Journal Of Hospitality And Tourism Research, 29(2), 150–169.
  • Szymanski, D.M. ve Henard, D.H. (2001). Customer Satisfaction: A Meta-Analysis Of The Empirical Evidence. Journal Academy of Marketing Science , 29(1),16-35.
  • Tax, S. S. ve Brown, S. W. (1998). Recovering And Learning From Service Failure. MIT Sloan Management Review, 40(1), 75.
  • Toh, R. (1985). An Inventory Depletion Overbooking Model For The Hotel Industry. Journal Of Travel Research, 23(4), 24-30.
  • Tsaur, S. H., Chiu, Y. C. ve Huang, C. H. (2002). Determinants Of Guest Loyalty to International Tourist Hotels-A Neural Network Approach. Tourism Management, 23(4), 397-405.
  • TÜİK (2014). Türkiye İstatistik Kurumu Hanehalkı Yurtiçi Turizm İstatistikleri. http://www.tuik.gov.tr/PreTablo.do?alt_id=1072, (Erişim Tarihi: 16.03.2015).
  • TÜRSAB (2014). Türkiye Seyahat Acentaları Birliği 2014 Turizm Sezonu Raporu. http://www.tursab.org.tr/dosya/12187/tursab-2014-turizm-sezonu raporu_ 12187_5495404.pdf (Erişim Tarihi: 17.11.2014).
  • Varela-Neira, C., Vazquez-Casielles, R. ve Iglesias, V. (2010). The Effects Of Customer Age And Recovery Strategies In A Service Failure Setting. Journal Of Financial Services Marketing, 15(1), 32-48
  • Wangenheim, F. V. ve Bayon, T. (2007). Behavioral Consequences Of Overbooking Service Capacity. American Marketing Association, 71(4), 36–47.
  • Wong, N. Y. (2004). The Role Of Culture In The Perception Of Service Recovery. Journal Of Business Research, 57(9), 957-963.
  • Zhou, Y., Tsang, A. S., Huang, M. ve Zhou, N. (2014). Does Delaying Service-Failure Resolution Ever Make Sense?. Journal Of Business Research, 67(2), 159-166.
  • Zhu, Z., Sivakumar, K. ve Parasuraman, A. (2004). A Mathematical Model Of Service Failure And Recovery Strategies. Decision Sciences, 35(3), 493-525.
Year 2016, Volume: 3 Issue: 1, 57 - 68, 25.05.2016

Abstract

References

  • Chuang, S. C., Cheng, Y. H., Chang, C. J. ve Yang, S. W. (2012). The Effect Of Service Failure Types and Service Recovery On Customer Satisfaction: A Mental Accounting Perspective”, The Service Industries Journal, 32(2), 257-271.
  • Dahal, H. (2007). Factor Analysis For Soil Test Data: A Methodological Approach In Environment Friendly Soil Fertility Management. Journal of Agriculture and Environment, 8, 8-19.
  • DeTienne, K. B., Seawright, K.K. ve Brough, A. R. (2005). Cost-Effective Service Recovery Knowing Which Customers to Keep. International Journal of Applied Marketing, 1(3), 1-22.
  • Ennew, C ve Schoefer, K. (2003). Service Failure and Service Recovery in Tourism: A Review, Christel DeHaan Tourism and Travel Research Institute, Nottingham University Business School.
  • Galbreath, J. (2002).Twenty-First Century Management Rules: The Management Of Relationships As Intangible Assets. Management Decision, 40(2), 116-126.
  • Gökdeniz, A. ve Dinç, Y. (2011). Konaklama İşletmelerinde Önbüro Operasyonları ve Yönetimi (7. Baskı). Ankara: Detay Yayıncılık.
  • Gyung Kim, M., Wang, C. ve Mattila, A. S. (2010). The Relationship Between Consumer Complaining Behavior And Service Recovery: An Integrative Review. International Journal Of Contemporary Hospitality Management, 22(7), 975-991
  • Hair, J. F., Anderson, R. E., Tatham, R. L. ve William, C. Black (1998), Multivariate Data Analysis (5. Baskı) New Jersey: Pearson Education.
  • Hoffman, K. D. ve Chung, B. G. (1999). Hospitality Recovery Strategies: Customer Preference Versus Firm Use. Journal Of Hospitality & Tourism Research, 23(1), 71-84.
  • Hoffman, K. D. ve Kelley, S. W. (2000). Perceived Justice Needs And Recovery Evaluation: A Contingency Approach. European Journal Of Marketing, 34( 3/4), 418-432.
  • Hwang, J., ve Wen, L. (2009). The Effect Of Perceived Fairness Toward Hotel Overbooking And Compensation Practices On Customer Loyalty. International Journal Of Contemporary Hospitality Management, 21(6), 659-675.
  • Kaiser, H. F. ve Rice, J. (1974). Little Jiffy, Mark IV. Educational And Psychological Measurement, 34(1), 111-117.
  • Kalaycı, Ş. (2008). SPSS Uygulamalı Çok Değişkenli İstatistik Teknikler (3. Baskı). Ankara: Asil Yayın Dağıtım.
  • Kim, T. T., Kim, W. G. ve 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(1), 51-62.
  • Kuenzel, S. ve Katsaris, N. (2011). Discrepancies Between Tourists' And Managers' Perceptions Of Service Failures And Service Recoveries In Hotels. International Journal Of Business Research, 11(5), 16-25.
  • Lee, M. J. , Singh, N. ve Chan, E. S. W. (2011). Service Failures And Recovery Actions In The Hotel Industry: A Text-Mining Approach. Journal of Vacation Marketing, 17(3), 197–207.
  • Levesque, T. J., ve Mcdougall, G. H. (2000). Service Problems And Recovery Strategies: An Experiment. Canadian Journal of Administrative Sciences, 17(1), 20-37.
  • Lewis, B.R. ve Mccann, S. (2004), Service Failure And Recovery: Evidence From The Hotel Industry. International Journal Of Contemporary Hospitality Management, 16(1), 6-17.
  • Lewis, B. R., ve Spyrakopoulos, S. (2001). Service Failures And Recovery In Retail Banking: The Customers' Perspective. International Journal Of Bank Marketing, 19(1), 37-48.
  • Mattila, A.S. (1999). An Examination of Factors Affecting Service Recovery in a Restaurant Setting. Journal of Hospitality & Tourism Research, 23(3), 284-298.
  • Mccoll-Kennedy, J. R., Daus, C. S., ve Sparks, B. A. (2003). The Role Of Gender In Reactions To Service Failure And Recovery. Journal Of Service Research, 6(1), 66-82.
  • McCollough, M. A. (2000). The Effect Of Perceived Justice And Attributions Regarding Service Failure And Recovery On Post-Recovery Customer Satisfaction And Service Quality Attitudes. Journal of Hospitality & Tourism Research, 24(4), 423-447.
  • Michel, S. (2001). Analyzing Service Failures And Recoveries: A Process Approach. International Journal Of Service Industry Management, 12(1), 20-33.
  • Mount, D. J. (2012). Putting the Dollar Signs on Quality: The Benefits of Service Recovery in the Hotel Industry. Journal of Quality Assurance in Hospitality & Tourism, 13(2), 152-163.
  • Mount, D. J. ve Mattila, A (2009). The Relationship Of Reliability And Recovery To Satisfaction And Return Intent At The Hotel Unit Level. Journal Of Quality Assurance In Hospitality & Tourism, 10(4), 301–310.
  • Mueller, R. D., Palmer, A., Mack, R. ve Mcmullan, R. (2003). Service In The Restaurant Industry: An American And Irish Comparison Of Service Failures And Recovery Strategies. International Journal Of Hospitality Management, 22(4), 395-418.
  • Notarius, B. ve Brewer, G. S. (2001). Open Your Own Bed & Breakfast (4.Baskı). New York: John Wiley & Sons.
  • Noone, B. M. ve Lee, C.H. (2011). Hotel Overbooking: The Affect of Overcompensation on Customers’ Reactions to Denied Services. Journal of Hospitality & Tourism Research, 35(3), 334-357.
  • Rothstein, M. (1974). Hotel Overbooking As A Markovian Sequential Decision Process. Decision Sciences, 5(3), 389-404.
  • Smith, A. K., Bolton, R. N. ve Wagner, J. (1999). A Model of Customer Satisfaction With Service Encounters Involving Failure And Recovery. Journal Of Marketing Research, 36(3), 356-372.
  • Suskind, A. (2005). A Content Analysis Of Consumer Complaints, Remedies, And Repatronage Intentions Regarding Dissatisfying Service Experiences. The Journal Of Hospitality And Tourism Research, 29(2), 150–169.
  • Szymanski, D.M. ve Henard, D.H. (2001). Customer Satisfaction: A Meta-Analysis Of The Empirical Evidence. Journal Academy of Marketing Science , 29(1),16-35.
  • Tax, S. S. ve Brown, S. W. (1998). Recovering And Learning From Service Failure. MIT Sloan Management Review, 40(1), 75.
  • Toh, R. (1985). An Inventory Depletion Overbooking Model For The Hotel Industry. Journal Of Travel Research, 23(4), 24-30.
  • Tsaur, S. H., Chiu, Y. C. ve Huang, C. H. (2002). Determinants Of Guest Loyalty to International Tourist Hotels-A Neural Network Approach. Tourism Management, 23(4), 397-405.
  • TÜİK (2014). Türkiye İstatistik Kurumu Hanehalkı Yurtiçi Turizm İstatistikleri. http://www.tuik.gov.tr/PreTablo.do?alt_id=1072, (Erişim Tarihi: 16.03.2015).
  • TÜRSAB (2014). Türkiye Seyahat Acentaları Birliği 2014 Turizm Sezonu Raporu. http://www.tursab.org.tr/dosya/12187/tursab-2014-turizm-sezonu raporu_ 12187_5495404.pdf (Erişim Tarihi: 17.11.2014).
  • Varela-Neira, C., Vazquez-Casielles, R. ve Iglesias, V. (2010). The Effects Of Customer Age And Recovery Strategies In A Service Failure Setting. Journal Of Financial Services Marketing, 15(1), 32-48
  • Wangenheim, F. V. ve Bayon, T. (2007). Behavioral Consequences Of Overbooking Service Capacity. American Marketing Association, 71(4), 36–47.
  • Wong, N. Y. (2004). The Role Of Culture In The Perception Of Service Recovery. Journal Of Business Research, 57(9), 957-963.
  • Zhou, Y., Tsang, A. S., Huang, M. ve Zhou, N. (2014). Does Delaying Service-Failure Resolution Ever Make Sense?. Journal Of Business Research, 67(2), 159-166.
  • Zhu, Z., Sivakumar, K. ve Parasuraman, A. (2004). A Mathematical Model Of Service Failure And Recovery Strategies. Decision Sciences, 35(3), 493-525.
There are 42 citations in total.

Details

Subjects Tourism (Other)
Journal Section Articles
Authors

Vedat İyitoğlu

Nilüfer Tetik

Publication Date May 25, 2016
Submission Date March 21, 2016
Acceptance Date April 24, 2016
Published in Issue Year 2016 Volume: 3 Issue: 1

Cite

APA İyitoğlu, V., & Tetik, N. (2016). Fazla Oda Satan Otellerin Kullandığı Yaygın İyileştirme Faaliyetinin Yerli Turistlerin Memnuniyet ve Tekrar Gelme Niyetlerine Etkisinin Bazı Değişkenler Açısından Değerlendirilmesi. Turizm Akademik Dergisi, 3(1), 57-68.
AMA İyitoğlu V, Tetik N. Fazla Oda Satan Otellerin Kullandığı Yaygın İyileştirme Faaliyetinin Yerli Turistlerin Memnuniyet ve Tekrar Gelme Niyetlerine Etkisinin Bazı Değişkenler Açısından Değerlendirilmesi. Turizm Akademik Dergisi. May 2016;3(1):57-68.
Chicago İyitoğlu, Vedat, and Nilüfer Tetik. “Fazla Oda Satan Otellerin Kullandığı Yaygın İyileştirme Faaliyetinin Yerli Turistlerin Memnuniyet Ve Tekrar Gelme Niyetlerine Etkisinin Bazı Değişkenler Açısından Değerlendirilmesi”. Turizm Akademik Dergisi 3, no. 1 (May 2016): 57-68.
EndNote İyitoğlu V, Tetik N (May 1, 2016) Fazla Oda Satan Otellerin Kullandığı Yaygın İyileştirme Faaliyetinin Yerli Turistlerin Memnuniyet ve Tekrar Gelme Niyetlerine Etkisinin Bazı Değişkenler Açısından Değerlendirilmesi. Turizm Akademik Dergisi 3 1 57–68.
IEEE V. İyitoğlu and N. Tetik, “Fazla Oda Satan Otellerin Kullandığı Yaygın İyileştirme Faaliyetinin Yerli Turistlerin Memnuniyet ve Tekrar Gelme Niyetlerine Etkisinin Bazı Değişkenler Açısından Değerlendirilmesi”, Turizm Akademik Dergisi, vol. 3, no. 1, pp. 57–68, 2016.
ISNAD İyitoğlu, Vedat - Tetik, Nilüfer. “Fazla Oda Satan Otellerin Kullandığı Yaygın İyileştirme Faaliyetinin Yerli Turistlerin Memnuniyet Ve Tekrar Gelme Niyetlerine Etkisinin Bazı Değişkenler Açısından Değerlendirilmesi”. Turizm Akademik Dergisi 3/1 (May 2016), 57-68.
JAMA İyitoğlu V, Tetik N. Fazla Oda Satan Otellerin Kullandığı Yaygın İyileştirme Faaliyetinin Yerli Turistlerin Memnuniyet ve Tekrar Gelme Niyetlerine Etkisinin Bazı Değişkenler Açısından Değerlendirilmesi. Turizm Akademik Dergisi. 2016;3:57–68.
MLA İyitoğlu, Vedat and Nilüfer Tetik. “Fazla Oda Satan Otellerin Kullandığı Yaygın İyileştirme Faaliyetinin Yerli Turistlerin Memnuniyet Ve Tekrar Gelme Niyetlerine Etkisinin Bazı Değişkenler Açısından Değerlendirilmesi”. Turizm Akademik Dergisi, vol. 3, no. 1, 2016, pp. 57-68.
Vancouver İyitoğlu V, Tetik N. Fazla Oda Satan Otellerin Kullandığı Yaygın İyileştirme Faaliyetinin Yerli Turistlerin Memnuniyet ve Tekrar Gelme Niyetlerine Etkisinin Bazı Değişkenler Açısından Değerlendirilmesi. Turizm Akademik Dergisi. 2016;3(1):57-68.