KONAKLAMA İŞLETMELERİNDE MÜŞTERİNİN ROLÜ: MÜŞTERİ KATILIMININ HİZMET KALİTESİ, ALGILANAN DEĞER VE MÜŞTERİ MEMNUNİYETİ ÜZERİNDEKİ ETKİSİ

Year 2021, Volume: 19 Issue: 4, 105 - 132, 31.12.2021

Müjde Aksoy Sercan Hatipoğlu

Abstract

Bu araştırmada, pasif değer alıcılar yerine, proaktif çözüm ortakları olarak görülmeye başlanan müşterilerin hizmet tasarım ve üretim sürecine katılımlarının, konaklama işletmelerinin başarısında kritik faktörler olarak değerlendirilen algılanan hizmet kalitesi, algılanan değer ve müşteri memnuniyeti üzerindeki etkileri araştırılmıştır. Beş yıldızlı otellerde konaklama hizmeti almış 211 tüketiciden elde edilen veriye ilişkin analiz sonuçlarını etkileyebilecek kayıp değerler, uç değerler ve örneklem dağılımı incelenmiştir. Elde edilen bulgular çerçevesinde değişkenler arasındaki ilişkiler “Kısmi En Küçük Kareler Yöntemine Dayalı Yapısal Eşitlik Modellemesi” ile ölçülmüştür. Her bir yapının ilgili ifadelerle nasıl ölçüldüğünü açıklayan ölçüm modeli aşamasında ölçekler güvenilirlik ve geçerlilik testlerine tabi tutulmuş ve ölçüm modelinde tüm değişkenler güvenilirlik ve geçerlilik kriterlerini sağlamıştır. İkinci aşama olarak yapısal model analizinde ise, gizil değişkenlerin birbirleriyle olan bağlantılarını göstermek için kullanılan yapısal model ve hipotezler test edilmiştir. Elde edilen bulgulara göre, müşterilerin hizmet sürecine katılımları, algıladıkları hizmet kalitesi algısını ve algıladıkları değeri pozitif yönde etkilerken, müşteri memnuniyeti üzerinde istatistiksel yönden anlamlı bir etki tespit edilememiştir. Algılanan hizmet kalitesi, algılanan değer ve müşteri memnuniyeti arasındaki ilişkiler ise anlamlı ve pozitiftir. Ayrıca analiz sonucu ulaşılan aracılık rolüyle de müşteri katılımı arttıkça, algılanan hizmet kalitesinin algılanan değere ve müşteri memnuniyetine yönelik uyumdaki etkisini güçlendirdiği tespit edilmiştir.

Keywords

Müşteri Katılımı, Hizmet Kalitesi, Algılanan Değer, Müşteri Memnuniyeti, Konaklama İşletmeleri

ROLE OF CUSTOMERS IN HOSPITALITY ESTABLISHMENTS: THE EFFECT OF CUSTOMER PARTICIPATION ON SERVICE QUALITY, PERCEIVED VALUE AND CUSTOMER SATISFACTION

Abstract

In this study, the effect of customers’ participation who started to be seen as proactive solution partners instead of passive value buyers on perceived service quality, perceived value and customer satisfaction, which were evaluated as critical success factors of hospitality establishments were investigated. Missing values, outlier values and sample distribution that may affect the results of the analysis of data obtained from 211 consumers who received accommodation services in five-star hotels were examined. Within the framework of the results obtained, the relationships between the variables were measured by “structural equality modeling based on the partial least squares method”. At the measurement model stage, which describes how each structure is measured with relevant expressions, the scales were subjected to reliability and validity tests, and all variables in the measurement model provided reliability and validity criterias. As a second step in structural model analysis, the structural model and hypotheses used to show the connections of hidden variables to each other have been tested. According to the results, while the participation of customers in the service process positively effects the perception of service quality and value they perceive, no statistically significant effect on customer satisfaction was found. The relationship between perceived service quality, perceived value and customer satisfaction is significant and positive. In additionally, as the customer participation increased with the mediation role reached as a result of the analysis, it was determined that the perceived service quality strengthened the effect on the harmony towards perceived value and customer satisfaction.

Keywords

Customer Participation, Service Quality, Perceived Value, Customer Satisfaction, Hospitality Establishments

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