Müşteri Odaklılığın İşe Adanmaya Etkisi: Turizm İşletmelerinde Karşılaştırmalı Bir Araştırma

Year 2020, Volume: 7 Issue: 1, 161 - 180, 16.06.2020

Alaattin Başoda

Abstract

Bu çalışmanın amacı, turizm işletmelerinde müşteri ile yüz yüze iletişim kuran çalışanların müşteri odaklılığının işe adanma üzerindeki etkisini ve bu etkinin işletme türleri arasındaki farklılığını incelemektir. Araştırmada, amaca göre örneklem yöntemi kullanılarak, Konya’daki 21 otel, 102 seyahat acentesi ve 9 restoran olmak üzere 132 turizm işletmesi ve 655 çalışanı, alan araştırmasına dâhil edilmiştir. Haziran-Eylül 2015 tarihleri arasında, anket yoluyla elde edilen veriler, faktör, korelasyon ve regresyon gibi istatistiksel analiz yöntemleri ile çözümlenmiştir. Araştırma sonucunda, çalışanların müşteri odaklılığının işe adanmayı istatistiksel olarak olumlu ve anlamlı etkilediği ancak bu etkinin üç turizm işletme türüne göre farklılığının anlamlı olmadığı saptanmıştır. Bu bulgulardan, turizm işletmelerinde çalışanların hizmet verme ile ilgili kişilik özelliklerinin, başka etmenlerin işe yönelik olumsuz etkilerini en aza düşürerek işe adanmayı sağlayan bireysel güçleri harekete geçirebildiği, böylece işe adanmaya olumlu yansıdığı, ayrıca bu yansımanın gücünün konaklama, seyahat ve yiyecek-içecek işletmeleri arasında önemli farklılık göstermediği sonucuna ulaşılmıştır. Dolayısıyla bu çalışma, müşteri odaklılık ve işe adanma arasındaki ilişkiye yönelik alan yazında önerilen modeller ile ilgili ikilemin giderilmesi, müşteri odaklılığın işe adanma üzerindeki arındırılmış etkisinin ortaya koyulması ve modelin farklı turizm işletme türlerine yönelik karşılaştırmalı olarak test edilmesi açısından ilgili alan yazına önemli katkı sağlamaktadır. Çalışmanın bulgularından hareketle yöneticilere ve araştırmacılara öneriler sunulmuştur.

Keywords

Kişilik, Müşteriye Hizmet Odaklılık, Olumlu Psikoloji, İşe Tutkunluk, Turizm Endüstrisi

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