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Tüketim Sonrası Davranış Sürecinde “Yenilenme” Etkisinin AnaliziExploring The "Re-Creation "Affect On Post Consumption Behavioral Process

Year 2015, Volume: 4 Issue: 2, 4 - 17, 01.07.2015

Abstract

Tüketici davranışı araştırmalarında; ürün performansının yeterliliği; tüketicinin “algıladığı değer” ve “memnuniyet” yaratma düzeyine göre yargılanmaktadır. Paralel biçimde; algılanan değer ve memnuniyetin, tekrar tercih ve tavsiye niyetlerini etkilediği de literatürdeki tekrarlı sınamalarla desteklenmiştir. Bu araştırmanın iddiası; ürünün performans düzeyinin yeterliliğini yargılama ve tüketim sonrası tekrar tercih ve tavsiye niyetlerini şekillendirme açısından; “yenilenme” değişkeninin de belirleyici olduğudur. Veriler birbirinden farklı nitelik gösteren iki ayrı turistik ürün tüketiminde bulunan toplam 481 katılımcıdan toplanmış ve bulgular araştırma iddiası açıcından karşılaştırılmıştır. Karşılaştırma için örneklenen birinci ürün eğlence amaçlı bir festival katılımı, ikinci ürün resort otel konaklamasıdır. İki farklı turizm ürün tüketimi örneklenerek yapılan araştırmalardan elde edilen karşılaştırmalı bulgular; “yenilenme” değişkeninin de, algılanan değer ve memnuniyet değişkenleri gibi, tüketici davranış sürecinde belirleyici olduğunu ortaya koymaktadır. Bu tespit; tüketici davranışını açıklama çabasındaki araştırmacıların dikkate aldıkları temel değişkenlere ilave olarak “yenilenme” değişkenini araştırma modellerine ekleme konusunda yeni bir bakış ortaya koymaktadır

References

  • Alpar, R. (2014). Spor, sağlık ve eğitim bilimlerinden örneklerle uygulamalı istatistik ve geçerlilik- güvenilirlik: SPSS’de çözümleme adımları ile birlikte. Ankara: Detay Yayıncılık.
  • Anderson, R. E. (1973). Consumer dissatisfaction: the effect of disconfirmed expectancy on perceived product performance. Journal of Marketing Research, 10 (1), 38-44.
  • Anderson, E. W., Fornell, C., ve Lehmann, D. R. (1994). Customer satisfaction, market share, and profitability: findings from Sweden. The Journal of Marketing, 58(3), 53-66.
  • Anderson, E. W., ve Sullivan, M. W. (1993). The antecedents and consequences of customer satisfaction for firms. Marketing Science, 12(2), 125-143.
  • Burton, S., Sheather, S., ve Roberts, J. (2003). Reality or perception? The effect of actual and perceived performance on satisfaction and behavioral intention. Journal of Service Research, 5(4), 292-302.
  • Büyüköztürk, Ş. (2013). Sosyal bilimler için veri analizi el kitabı, On sekizinci Basım, Ankara: Pegem Akademi.
  • Çelik, H. E. ve Yılmaz, V. (2013). Yapısal eşitlik modellemesi. Ankara: Anı Yayıncılık.
  • Çokluk, Ö., Şekercioğlu, G. ve Büyüköztürk, Ş. (2012). Sosyal bilimler için çok değişkenli istatistik SPSS ve LISREL uygulamaları. Ankara: Pegem Akademi.
  • Chen, C. F., ve Tsai, M. H. (2008). Perceived value, satisfaction, and loyalty of TV travel product shopping: Involvement as a moderator. Tourism Management, 29(6), 1166-1171.
  • Churchill Jr, G. A. ve Surprenant, C. (1982). An investigation into the determinants of customer satisfaction. Journal of Marketing Research, 19(November), 491-504.
  • Gallarza, M. G., ve Saura, I. G. (2006). Value dimensions, perceived value, satisfaction and loyalty: an investigation of university students’ travel behaviour. Tourism Management, 27(3), 437-452.
  • Gautam, N., ve Singh, N. (2008). Lean product development: Maximizing the customer perceived value through design change (redesign). International Journal of Production Economics, 114(1), 313-332.
  • Giese, J. L., Cote, J. A., ve Henderson, P. W. (1997). The effect of product-level standards of comparison on consumer satisfaction. Journal of Consumer Satisfaction Dissatisfaction and Complaining Behavior, 10, 15-25.
  • Hair, J. F., Black, W. C., Babin, B. J., ve Anderson, R. E. (2010). Multivariate data analysis (Vol. 7). Upper Saddle River, NJ: Pearson Prentice Hall.
  • Kim, Y. G., Suh, B. W. ve Eves, A. (2010). The relationships between food-related personality traits, satisfaction, and loyalty among visitor s attending food events and festivals. International Journal of Hospitality Management, 29, 216–226.
  • Kotler, P., Bowen, J. Ve Makens, J. (2003). Marketing for Hospitality and Tourism. New Jersey: Pearson Education Prentice Hall.
  • Kotler, P. ve Keller, K. L. (2006). Marketing Management. New Jersey: Pearson Prentice Hall.
  • Lee, T. H. ve Hsu, F. Y. (2013). Examining how attending motivation and satisfaction affects the loyalty for attendees at aboriginal festivals. International Journal of Tourism Research, 15, 18-34.
  • Lee, Y., Lee, C., Lee, S. ve Babin, B. J. (2008).Festival scapes and patrons’ emotions, satisfaction, and loyalty. Journal of Business Research, 61, 56-64.
  • Lee, C. K., Yoon, Y. S., ve Lee, S. K. (2007). Investigating the relationships among perceived value, satisfaction, and recommendations: The case of the Korean DMZ. Tourism Management, 28(1), 204-214.
  • Mersin Ekonomi Platformu [MEP]. (2015). Mersin Marka Kent Çalıştayı, 13 Mayıs 2015 tarihinde calistayi- .html#.VVL54vntmko web sitesinden erişilmiştir.
  • Oliver, R. L. (1997). Satisfaction: A Behavioral Perspective on the Consumer. New York: McGraw-Hill.
  • Petrick, J. F., ve Backman, S. J. (2002). An examination of the construct of perceived value for the prediction of golf travelers’ intentions to revisit. Journal of Travel Research, 41(1), 38- 45.
  • Petrick, J. F., Morais, D. D., ve Norman, W. C. (2001). An examination of the determinants of entertainment vacationers’ intentions to revisit. Journal of Travel Research, 40(1), 41-48.
  • Sanchez, J., Callarisa, L., Rodriguez, R. M., ve Moliner, M. A. (2006). Perceived value of the purchase of a tourism product. Tourism Management,27(3), 394-409.
  • Schofield, P. ve Thompson, K. (2007).Visitor motivation, satisfaction and behavioural intention: The 2005 Naadam Festival, Ulaanbaatar. International Journal of Tourism Research ,9, 329-344.
  • Spreng, R. A. (1999). Perceived performance in satisfaction research. Journal of Consumer Satisfaction Dissatisfaction and Complaining Behavior, 12, 100-108.
  • Spreng, R. A., MacKenzie, S. B., ve Olshavsky, R. W. (1996).A reexamination of thedeterminants of consumersatisfaction. TheJournal of Marketing, 60(July), 15-32.
  • Swan, J. E., ve Combs, L. J. (1976). Product performance and consumer satisfaction: a new concept. The Journal of Marketing, 40(April), 25-33.
  • Sweeney, J. C., ve Soutar, G. N. (2001). Consumer perceived value: the development of a multiple item scale. Journal of Retailing, 77(2), 203-220.
  • Tse, D. K., ve Wilton, P. C. (1988). Models of consumer satisfaction formation: an extension. Journal of Marketing Research, 25(May), 204-212.
  • Wirtz, J., ve Mattila, A. (2001). Exploring the role of alternative perceived performance measures and needs-congruency in the consumer satisfaction process. Journal of Consumer Psychology, 11(3), 181-192.
  • Yang, Y., Liu, X., Jing, F., ve Li, J. (2014). How does perceived value affect travelers' satisfaction and loyalty? Social Behavior and Personality: An International Journal, 42(10), 1733-1744.
  • Yıldız, G. (2014). Rekreasyon araştırmaları için temel bir değişkenin kavramsal ve operasyonel tanımlarıyla sunumu ve geleneksel ön kabullere yönelik eleştirel sınamalar. (Yüksek Lisans Tezi), Mersin: Mersin Üniversitesi Sosyal Bilimler Enstitüsü.
  • Yoon, Y., Lee, J. ve Lee, C. (2010).Measuring festival quality and value affecting visitors’ satisfaction and loyalty using a structural approach. International Journal of Hospitality Management, 29, 335-342.
  • Zeithaml, V. A. (1988). Consumer perceptions of price, quality, andvalue: a means-end model and synthesis of evidence. Journal of Marketing, 2-22.
  • Zeithaml, V.A., Berry, L.L. ve Parasuraman, A. (1996). The behavioral consequences of service quality. Journal of Marketing, 60 (April), 31-46.

EXPLORING THE “RE-CREATION” AFFECT ON POST CONSUMPTION BEHAVIORAL PROCESS

Year 2015, Volume: 4 Issue: 2, 4 - 17, 01.07.2015

Abstract

Consumer perception of product performance has been valued by referring to its leading
efficiency to satisfaction and perceived value. In a similar vein, the level of satisfaction and
perceived value leads repeat purchases and recommended intentions. This research claims that
“re-creation” is also an appropriate construct for evaluating product performance and leading
post consumption behavioral intentions. Data gathered from 481 questionnaires administered to
festival visitors and resort hotel customers. The findings of these two proposed research models
have been verified by the results. This research finding proved that re-creation is a critical
construct for judging product performance and leading post consumption behavioral intentions.
Researchers are encouraged to take into account these findings for their research models.

References

  • Alpar, R. (2014). Spor, sağlık ve eğitim bilimlerinden örneklerle uygulamalı istatistik ve geçerlilik- güvenilirlik: SPSS’de çözümleme adımları ile birlikte. Ankara: Detay Yayıncılık.
  • Anderson, R. E. (1973). Consumer dissatisfaction: the effect of disconfirmed expectancy on perceived product performance. Journal of Marketing Research, 10 (1), 38-44.
  • Anderson, E. W., Fornell, C., ve Lehmann, D. R. (1994). Customer satisfaction, market share, and profitability: findings from Sweden. The Journal of Marketing, 58(3), 53-66.
  • Anderson, E. W., ve Sullivan, M. W. (1993). The antecedents and consequences of customer satisfaction for firms. Marketing Science, 12(2), 125-143.
  • Burton, S., Sheather, S., ve Roberts, J. (2003). Reality or perception? The effect of actual and perceived performance on satisfaction and behavioral intention. Journal of Service Research, 5(4), 292-302.
  • Büyüköztürk, Ş. (2013). Sosyal bilimler için veri analizi el kitabı, On sekizinci Basım, Ankara: Pegem Akademi.
  • Çelik, H. E. ve Yılmaz, V. (2013). Yapısal eşitlik modellemesi. Ankara: Anı Yayıncılık.
  • Çokluk, Ö., Şekercioğlu, G. ve Büyüköztürk, Ş. (2012). Sosyal bilimler için çok değişkenli istatistik SPSS ve LISREL uygulamaları. Ankara: Pegem Akademi.
  • Chen, C. F., ve Tsai, M. H. (2008). Perceived value, satisfaction, and loyalty of TV travel product shopping: Involvement as a moderator. Tourism Management, 29(6), 1166-1171.
  • Churchill Jr, G. A. ve Surprenant, C. (1982). An investigation into the determinants of customer satisfaction. Journal of Marketing Research, 19(November), 491-504.
  • Gallarza, M. G., ve Saura, I. G. (2006). Value dimensions, perceived value, satisfaction and loyalty: an investigation of university students’ travel behaviour. Tourism Management, 27(3), 437-452.
  • Gautam, N., ve Singh, N. (2008). Lean product development: Maximizing the customer perceived value through design change (redesign). International Journal of Production Economics, 114(1), 313-332.
  • Giese, J. L., Cote, J. A., ve Henderson, P. W. (1997). The effect of product-level standards of comparison on consumer satisfaction. Journal of Consumer Satisfaction Dissatisfaction and Complaining Behavior, 10, 15-25.
  • Hair, J. F., Black, W. C., Babin, B. J., ve Anderson, R. E. (2010). Multivariate data analysis (Vol. 7). Upper Saddle River, NJ: Pearson Prentice Hall.
  • Kim, Y. G., Suh, B. W. ve Eves, A. (2010). The relationships between food-related personality traits, satisfaction, and loyalty among visitor s attending food events and festivals. International Journal of Hospitality Management, 29, 216–226.
  • Kotler, P., Bowen, J. Ve Makens, J. (2003). Marketing for Hospitality and Tourism. New Jersey: Pearson Education Prentice Hall.
  • Kotler, P. ve Keller, K. L. (2006). Marketing Management. New Jersey: Pearson Prentice Hall.
  • Lee, T. H. ve Hsu, F. Y. (2013). Examining how attending motivation and satisfaction affects the loyalty for attendees at aboriginal festivals. International Journal of Tourism Research, 15, 18-34.
  • Lee, Y., Lee, C., Lee, S. ve Babin, B. J. (2008).Festival scapes and patrons’ emotions, satisfaction, and loyalty. Journal of Business Research, 61, 56-64.
  • Lee, C. K., Yoon, Y. S., ve Lee, S. K. (2007). Investigating the relationships among perceived value, satisfaction, and recommendations: The case of the Korean DMZ. Tourism Management, 28(1), 204-214.
  • Mersin Ekonomi Platformu [MEP]. (2015). Mersin Marka Kent Çalıştayı, 13 Mayıs 2015 tarihinde calistayi- .html#.VVL54vntmko web sitesinden erişilmiştir.
  • Oliver, R. L. (1997). Satisfaction: A Behavioral Perspective on the Consumer. New York: McGraw-Hill.
  • Petrick, J. F., ve Backman, S. J. (2002). An examination of the construct of perceived value for the prediction of golf travelers’ intentions to revisit. Journal of Travel Research, 41(1), 38- 45.
  • Petrick, J. F., Morais, D. D., ve Norman, W. C. (2001). An examination of the determinants of entertainment vacationers’ intentions to revisit. Journal of Travel Research, 40(1), 41-48.
  • Sanchez, J., Callarisa, L., Rodriguez, R. M., ve Moliner, M. A. (2006). Perceived value of the purchase of a tourism product. Tourism Management,27(3), 394-409.
  • Schofield, P. ve Thompson, K. (2007).Visitor motivation, satisfaction and behavioural intention: The 2005 Naadam Festival, Ulaanbaatar. International Journal of Tourism Research ,9, 329-344.
  • Spreng, R. A. (1999). Perceived performance in satisfaction research. Journal of Consumer Satisfaction Dissatisfaction and Complaining Behavior, 12, 100-108.
  • Spreng, R. A., MacKenzie, S. B., ve Olshavsky, R. W. (1996).A reexamination of thedeterminants of consumersatisfaction. TheJournal of Marketing, 60(July), 15-32.
  • Swan, J. E., ve Combs, L. J. (1976). Product performance and consumer satisfaction: a new concept. The Journal of Marketing, 40(April), 25-33.
  • Sweeney, J. C., ve Soutar, G. N. (2001). Consumer perceived value: the development of a multiple item scale. Journal of Retailing, 77(2), 203-220.
  • Tse, D. K., ve Wilton, P. C. (1988). Models of consumer satisfaction formation: an extension. Journal of Marketing Research, 25(May), 204-212.
  • Wirtz, J., ve Mattila, A. (2001). Exploring the role of alternative perceived performance measures and needs-congruency in the consumer satisfaction process. Journal of Consumer Psychology, 11(3), 181-192.
  • Yang, Y., Liu, X., Jing, F., ve Li, J. (2014). How does perceived value affect travelers' satisfaction and loyalty? Social Behavior and Personality: An International Journal, 42(10), 1733-1744.
  • Yıldız, G. (2014). Rekreasyon araştırmaları için temel bir değişkenin kavramsal ve operasyonel tanımlarıyla sunumu ve geleneksel ön kabullere yönelik eleştirel sınamalar. (Yüksek Lisans Tezi), Mersin: Mersin Üniversitesi Sosyal Bilimler Enstitüsü.
  • Yoon, Y., Lee, J. ve Lee, C. (2010).Measuring festival quality and value affecting visitors’ satisfaction and loyalty using a structural approach. International Journal of Hospitality Management, 29, 335-342.
  • Zeithaml, V. A. (1988). Consumer perceptions of price, quality, andvalue: a means-end model and synthesis of evidence. Journal of Marketing, 2-22.
  • Zeithaml, V.A., Berry, L.L. ve Parasuraman, A. (1996). The behavioral consequences of service quality. Journal of Marketing, 60 (April), 31-46.
There are 37 citations in total.

Details

Other ID JA65TA87TV
Journal Section Research Article
Authors

Göknil Nur Sever This is me

Mehtap Özkan Buzlu This is me

Gamze Yıldız This is me

Publication Date July 1, 2015
Published in Issue Year 2015 Volume: 4 Issue: 2

Cite

APA Sever, G. N., Buzlu, M. Ö., & Yıldız, G. (2015). Tüketim Sonrası Davranış Sürecinde “Yenilenme” Etkisinin AnaliziExploring The "Re-Creation "Affect On Post Consumption Behavioral Process. Turar Turizm Ve Araştırma Dergisi, 4(2), 4-17.

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