TY  - JOUR
TT  - A STUDY oN THE RELATIONSHIP BETWEEN LOYALTY AND TRUST  oF TRAVEL AGENCY CUSTOMERS
AU  - Şimşek, Mehmet
PY  - 2018
DA  - January
JF  - Turar Turizm ve Araştırma Dergisi
JO  - TURAR
PB  - TÜRKİYE OTEL, LOKANTA VE DİNLENME YERLERİ İŞÇİLERİ SENDİKASI
WT  - DergiPark
SN  - 2147-0618
SP  - 35
EP  - 50
VL  - 7
IS  - 1
KW  - Güven
KW  - Bağlılık
KW  - Personele Güven
KW  - Marka Güveni
KW  - Marka Bağlılığı
N2  - In the field of tourism and marketing there have been many studies conducted about the relationship between trust and loyalty, and these studies have been mostly based on the brand trust and/or customer trust, yet there hasn't been enough studies about the trust in staff. However trust in staff is thought to have a deep connection to brand loyalty and brand trust and is one of the important elements that affect both of the variables. Therefore, the aim of the study is to analyze the effect of trust in staff and trust in agency on the loyalty on agency and the relation between said three variables. The participant of the research is the customers who purchased tours from travel agencies. Information was gathered via survey method. The analyses were conducted on the 190 surveys conducted on the customers of travel agencies which operate in Cappadocia and Mersin. According to the analysis results, there is a positve correlation at 0,75 level between trust in agency and trust in staff, and a positive correlation at0,73 level between loyalty to agency and trust in staff. A positive correlation at 0.75 level was seen between loyalty to agency and trust in agency. On the other hand, trust in staff affects loyalty to agency at 38%, and trust in agency affects loyalty to agency at 46%. The findings of the analysis show a high positive correlation between the said variables. This research aims to offer a new perspective and substructure to researchers that plan to improve consumer trust and consumer loyalty
CR  - Aaker, J. Fournier, S. ve Brasel, A. (2004) When good brands do bad. Journal of Consumer Research 31(1). 1–16.
CR  - Andaleeb, S.S. (1996). An Experimental İnvestigation of Satisfaciton and Commitment in marketing Channels. The Role of Trust and Dependency. Journal of Retailing. Volume 72 (1),77-93.
CR  - Aydın, H. (2017). Marka Güveni, Farkındalığı ve Benlik İmaj Uyumunun Marka Bağlılığına Etkisinde Marka Aşkının Aracılık Rolü. Ege Akademik Bakış. 17 (2), 281-294.
CR  - Babbie, E. (1989). Thepractice of socialresearch. Fifth Edition. California. Wadsworth Publishing Company.
CR  - Ballester, E. Aleman, J. ve Guillen, M. (2003). Development and Validation of a Brand Trust Scale. International Journal of Market Research. 45(1),35-53.
CR  - Başar, H. (2014). Araştırmalarda likert yanılgıları. 20.02.2017 tarihinde http://profhuseyinbasar.tr.gg adresinden alınmıştır.
CR  - Bayat, B. (2014). Uygulamalı sosyal bilim araştırmalarında ölçme, ölçekler ve “likert” ölçek kurma tekniği. Gazi Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 16(3), 1- 24.
CR  - Büyüköztürk, Ş. (2010). Sosyal Bilimler İçin Veri Analizi El Kitabı. Pegem Akademi Ankara.
CR  - Can, E. (2007). Marka ve Marka Yapılandırma. Marmara Üniversitesi İİBF Dergisi, 22 (1), 225-239.
CR  - Chaudhuri, A. ve Holbrook, M.B. (2001). The Chain of Effets From Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty. Journal Of marketing. 65, 81-93 .
CR  - Çelik, H.E. ve Yılmaz, V. (2013). Yapısal Eşitlik Modellemesi: Temel Kavramlar, Uygulamalar, Programlamalar. Anı Yayıncılık Ankara.
CR  - Çokluk, Ö. Şekercioğlu, G. ve Büyüköztürk, Ş. (2010). Sosyal Bilimler İçin Çok Değişkenli İstatistik. SPSS ve LİSREL Uygulamaları. Pegem Yayınları Ankara.
CR  - Dabholkar, P. A. ve Sheng, X. (2012). Consumer participation in using online recommendation agents: effects on satisfaction, trust, and purchase intentions. The Service Industries Journal. 32 (9), 1433-1449.
CR  - Doney, P.M. ve Cannon, J.P. (1997). An Examination of The Nature of Trust in Buyer-Seller Relationships. Journal of marketing. 61, 35-51.
CR  - Erdem, T. ve Swait, J. (2004). Brand Credibility, Brand Consideration and Choice. Journal of Consumer Research.31, 191-198.
CR  - Erkuş, A. (2009). Davranış Bilimleri İçin Bilimsel Araştırma Süreci. Seçkin Yayıncılık Ankara.
CR  - Ganesan, S. ve Hess, R. (1997). Dimensions and Levels of Trust: Implications for Commitment to a Relationship. Marketing Letters 8(4), 439–448
CR  - Gecti, F. (2012). Marka Bağlılığı Üzerinde Fiyat Algılaması Rolünün İncelenmesi. Sakarya Üniversitesi Sosyal Bilimler Enstitüsü, (Yayınlanmamış Doktora Tezi), Sakarya.
CR  - Hacıoğlu, N. (2008). Turizm Pazarlaması. Nobel Yayınları. Ankara.
CR  - Hajli, M.N. (2013). A study of the impact of social media on consumers. International Journal of Market Research. 56 (3), 387-404.
CR  - Hazra, S. G. ve Srivastava, B.L. (2009). Impact of Service Quality on Customer Loyalty, Commitment and Trust in the Indian Banking Sector. The IUP Journal of Marketing Management. 8 (3), 74-95.
CR  - Huang, H.H. ve Chiu, C.K. (2006). Exploring Customer Satisfaction, Trust and Destination Loyalty in Tourism. The Journal of American Academy of Business, Cambridge. 10 (1), 156-159.
CR  - İçöz, O. (2001). Turizm İşletmelerinde Pazarlama. Turhan Kitapevi. Ankara.
CR  - Kalaycı, Ş. (2010). SPSS Uygulamalı Çok Değişkenli İstatistik Teknikleri. Asil Yayın Dağıtım Ankara.
CR  - Kotler, P. (2001). A Framework for Marketing Management. Prentice-Hall, Inc.
CR  - Kotler, P. Bowen, J. ve Makens, j. (2003). Marketing for Hospitality and Tourism. Third Edition Prentice Hill U.S.A.
CR  - Mansour, K.B. Kooli, K. ve Utama, R. (2014). Online trust antecedents and their consequences on purchase intention: An integrative approach. Journal of customer behavıour. 13 (1), 25-42.
CR  - Mayer, R.C. Davis, J.H. ve Schoorman, F.D.(1995). An Integratıve Model Of Organızatıonal Trust. Academy of Management Review. 20. (3), 709-734.
CR  - Mollen, A. Ve Wilson, H. (2010) Engagement, Telepresence and Interactivity in Online Consumer Experience: Reconciling Scholastic and Managerial Perspectives, Journal of Business Research, 63, (9), 919-925.
CR  - Moorman, C. Zaltman, G. ve Desphande, R. (1992). Relationships between providers and users of market research: the dynamics of trust within and between organizations. Journal of Marketing Research, 29, 314-28.
CR  - Moorman, C. ve Zaltman, G. (1993). Factors Affecting Trust in Market Research Relationship. Journal of Marketing. 57, 81-101
CR  - Moran, M.T. ve Hoy, W.K. (2000). Multidisciplinary Analysis of the Nature, Meaning, and Measurement of Trust. Review of Educational Research 70(4), 547-593
CR  - Morgan, R.M. ve Hunt, S.D. (1994). The Commitment-TrustTheory of Relatinoship Marketing. Journal of Marketing, 58 (3) 20-38.
CR  - Muhammad, Z. Yi, F. Naz, A.S. ve Fahad, K.M. (2014). An Empirical Study on Exploring Relationship among Information Quality, E-satisfaction, E-trust and Young Generation’s Commitment to Chinese Online Retailing. Journal of Competitiveness. 6 (4), 3-18.
CR  - Özdoğan, B. F. ve Tüzün K. İ. (2007) Öğrencilerin Üniversitelerine Duydukları Güven Üzerine Bir Araştırma. Kastamonu Eğitim Dergisi. 15 (2), 639-650.
CR  - Özdemir, M. ve Koçak, A. (2012). İlişkisel Pazarlama Çerçevesinde Marka Sadakatinin Oluşumu. Ankara Üniversitesi SBF Dergisi. 67 (2), 127-156.
CR  - Papatya, N. Papatya, G. ve Hamşioğlu, B. (2015). Sürdürülebilir Rekabet Yönetiminde Marka Değeri Ve Marka Güveni: Süleyman Demirel Üniversitesinde Bir Uygulama. Süleyman Demirel Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi. 20 (3), 35- 54.
CR  - Sirdeshmukh, D. Sing, J. ve Sabol, B. (2002). Consumer Trust Value and Loyalty in Relational Exchanges. Journal of marketing. 66, 15-37.
CR  - Şimşek, M. ve Sever, G.N. (2016). Hizmet Personeline Güvenin Belirlenmesi İçin Yeni Bir Ölçek Önerisi. İşletme ve İktisat Çalışmaları Dergisi. 4(1), 1-11
CR  - Şimşek, Ö.F. (2007). Yapısal Eşitlik Modellemesine Giriş. Siyasal Basın yayın dağıtım Ankara.
CR  - Tüzün, İ.K. (2007). Güven, Örgütsel Güven ve Örgütsel Güven Modelleri. Karamanoğlu Mehmet Bey İ.İ.B.F. Dergisi. 13
CR  - Uygur, S.M. (2007). Turizm Pazarlaması. Nobel Yayınları. Ankara.
CR  - Wood, L. (2000). Brands and Brand Equity: Definition and Management. Management Decision. 38 (9), 662-669.
CR  - Yıldırım, A. ve Şimşek, H. (2000). Sosyal Bilimlerde Nitel Araştırma Yöntemleri. Seçkin Yayıncılık Ankara.
UR  - https://dergipark.org.tr/tr/pub/turar/issue//469359
L1  - https://dergipark.org.tr/tr/download/article-file/551805
ER  -