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DESTİNASYON PAZARLAMASI KAPSAMINDA ALGILANAN HİZMET KALİTESİNİN TEKRAR SATIN ALMA NİYETİNE ETKİSİNDE MARKA AŞKININ ROLÜ

Year 2024, , 123 - 136, 09.02.2024
https://doi.org/10.18092/ulikidince.1345649

Abstract

Bu çalışmanın temel amacı yerli turistlerin otel işletmelerine yönelik algılanan hizmet kalitesinin tekrar satın alma niyeti arasındaki teorik ilişkiyi araştırmak ve bu ilişkide marka aşkının rolünü ampirik olarak test etmektir. Araştırmanın birincil verileri anket yöntemi ile elde edilmiştir. Araştırma anketi Türkiye’de Akdeniz Bölgesindeki otellerde daha önce konaklamış olan otel müşterilerine online olarak uygulanmıştır. Araştırma anketinde hizmet kalitesi, marka aşkı ve tekrar satın alma niyetlerini ölçen ifadeler daha önce geçerliği güvenilirliği araştırılmış çalışmalardan uyarlanmıştır. Ankette katılımcılara sevgi duygusuyla bağlı oldukları otel markasına yönelik olarak araştırma sorularını yanıtlamaları istenmiştir. Araştırma sonucunda teorik model desteklenmiştir. Hizmet kalitesinin tekrar satın alma niyeti ile ve marka aşkı ile ilişkisi istatistiksel olarak anlamlıdır. Hizmet kalitesinin tekrar satın alma niyeti ile olan ilişkisinde marka aşkı değişkeni modele girdiğinde satın alma niyeti üzerindeki etkisi düşmektedir. Bu durum marka aşkının bu ilişkide kısmi aracılık rolünü açıklar. Bu araştırma bulguları, önemli bir pazarlama konusu olan marka aşkının bu ilişkilerle henüz çalışılmamış olan destinasyon pazarlaması alanında alanyazına katkıda bulunmaktadır.

References

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THE ROLE OF BRAND LOVE IN THE EFFECT OF PERCEIVED SERVICE QUALITY ON REPURCHASE INTENTION IN DESTINATION MARKETING

Year 2024, , 123 - 136, 09.02.2024
https://doi.org/10.18092/ulikidince.1345649

Abstract

The main purpose of this study is to investigate the theoretical relationship between tourists' destination perceived service quality and repurchase intention and to empirically test the role of brand love in this relationship. The primary data of the study were obtained through a questionnaire survey. The research questionnaire was administered online to hotel customers who had previously stayed in hotels in the Mediterranean Region in Turkey. In the research questionnaire, the statements measuring service quality, brand love and repurchase intentions were adapted from previous validity and reliability studies. In the questionnaire, the participants were asked to answer the research questions about the hotel brand they were attached to with a feeling of love. As a result of the research, the theoretical model was supported. The relationship between service quality and repurchase intention and brand love is statistically significant. When brand love variable enters the model in the relationship between service quality and repurchase intention, its effect on repurchase intention decreases. This explains the partial mediating role of brand love in this relationship. These research findings contribute to the literature in the field of destination marketing, where brand love, which is an important marketing issue, has not yet been studied with these relationships.

References

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  • Aro, K., Suomi, K. and Saraniemi, S. (2018). Antecedents and Consequences of Destination Brand Love—A Case Study from Finnish Lapland. Tourism Management, 67, 71-81. https://doi.org/10.1016/j.tourman.2018.01.003
  • Aureliano-Silva, L., Spers, E. E., Lodhi, R. N. and Pattanayak, M. (2022). Who Loves to Forgive? The Mediator Mechanism of Service Recovery Between Brand Love, Brand Trust and Purchase Intention in the Context of Food-Delivery Apps. British Food Journal. (124)12, 4686-4700. https://doi.org/10.1108/BFJ-07-2021-0819
  • Bairrada, C. M., Coelho, F. and Coelho, A. (2018). Antecedents and Outcomes of Brand Love: Utilitarian and Symbolic Brand Qualities. European Journal of Marketing, 52(3/4), 656-682. https://doi.org/10.1108/EJM-02-2016-0081
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  • Cronin Jr, J. J., Brady, M. K. and Hult, G. T. M. (2000). Assessing the Effects of Quality, Value, and Customer Satisfaction on Consumer Behavioral Intentions in Service Environments. Journal of Retailing, 76(2), 193-218. https://doi.org/10.1016/S0022-4359(00)00028-2
  • Cronin, J. J. and Taylor, S. A. (1994). Servperf Versus Servqual: Reconciling Performance-Based and Perceptions-Minus-Expectations Measurement of Service Quality. Journal of Marketing, 58(1), 125–131. https://doi.org/10.1177/002224299405800110
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  • Çabuk, S., Nakıboğlu, B. ve Canoğlu, M. (2013). Algılanan Otel İmajı ve Hizmet Kalitesi ile Tekrar Satın Alma Niyeti Arasındaki İlişkiler . Anatolia: Turizm Araştırmaları Dergisi, 24 (1) , 96-108 https://dergipark.org.tr/en/pub/atad/issue/16805/174582
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  • Dash, G., Kiefer, K. and Paul, J. (2021). Marketing-to-Millennials: Marketing 4.0, customer satisfaction and purchase intention. Journal of Business Research, 122, 608-620.
  • Deming, W. E. (1986). Out of the crisis. Cambridge, MA: Center for Advanced Engineering Study, Massachusetts Institute of Technology.
  • Geissler, G. L. (2005). An Examination of the Golf Vacation Package-Purchase Decision: A Case Study in the US Gulf Coast Region. Journal of Hospitality and Leisure Marketing, 13(1), 65-82.
  • George, D. and Mallery, M. (2010). SPSS for Windows Step by Step: A Simple Guide and Reference, 17.0 update (10a ed.) Boston: Pearson
  • Güzel, Ö. (2013). Türkiye'de İç Turizm Pazarı Analizi ve Pazarı Canlandırmaya Yönelik Alternatif Turizm Olanakları. Mustafa Kemal Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 8(16), 127-144. https://dergipark.org.tr/tr/pub/mkusbed/issue/19554/208304
  • Huang, C. C., Yen, S. W., Liu, C. Y. and Huang, P. C. (2014). The Relationship Among Corporate Social Responsibility, Service Quality, Corporate Image and Purchase Intention. International Journal of Organizational Innovation, 6(3).
  • Ismail, I. J. (2022). I Trust Friends Before I Trust Companies: The Mediation of WOM and Brand Love on Psychological Contract Fulfilment and Repurchase Intention. Management Matters, (19)2, 167-186. https://doi.org/10.1108/MANM-02-2022-0033
  • İnan, H. , Zeren, D. ve Doğan, H. (2016). Hizmet Sektöründe Tekrar Satın Alma Niyeti Üzerine Bir Araştırma. Çukurova Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 20 (2) , 41-52. https://dergipark.org.tr/en/pub/cuiibfd/issue/34645/386788
  • Juran, J.M. and Gryna, F.M. (1988) Juran’s Quality Control Handbook. 4th Edition, McGraw-Hill, New York.
  • Karjaluoto, H., Munnukka, J. and Kiuru, K. (2016). Brand Love and Positive Word of Mouth: The Moderating Effects of Experience and Price. Journal of Product and Brand Management, 25(6), 527-537. https://doi.org/10.1108/JPBM-03-2015-0834
  • Khamwon, A. and Pathchayapanuchat, N. (2020). Service Quality, Customer Experience Quality, Brand Love, and Brand Advocacy: A Case of Counter Brand Cosmetic. International Journal of Business and Economy, 2(3), 26-33. https://myjms.mohe.gov.my/index.php/ijbec /article/view/10772
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There are 59 citations in total.

Details

Primary Language Turkish
Subjects Service Marketing, Consumer Behaviour, Product and Brand Management
Journal Section Articles
Authors

Şerife Salman 0000-0002-3979-1925

İlknur Ayar 0000-0002-6870-5571

Early Pub Date February 5, 2024
Publication Date February 9, 2024
Published in Issue Year 2024

Cite

APA Salman, Ş., & Ayar, İ. (2024). DESTİNASYON PAZARLAMASI KAPSAMINDA ALGILANAN HİZMET KALİTESİNİN TEKRAR SATIN ALMA NİYETİNE ETKİSİNDE MARKA AŞKININ ROLÜ. Uluslararası İktisadi Ve İdari İncelemeler Dergisi(42), 123-136. https://doi.org/10.18092/ulikidince.1345649


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