Müzelerdeki Hizmet Kalitesinin Memnuniyet Algısı ve Tavsiye Etme Niyeti Üzerindeki Etkisi: Anadolu Medeniyetleri Müzesi Örneği

Yıl 2018, Cilt: 20 Sayı: 2, 103 - 122, 15.09.2018

Ayşe Nevin Sert Sıla Karacaoğlu

https://doi.org/10.32709/akusosbil.417733

Cited By: 5

Öz

Bu çalışmanın amacı Anadolu Medeniyetleri Müzesi'ne yönelik
algılanan hizmet kalitesinin ve söz konusu hizmet kalitesinin memnuniyet algısı
ile tavsiye etme niyeti üzerindeki etkisini ölçmektir. Anadolu Medeniyetleri
Müzesinde kolayda örneklem yöntemi kullanılarak 449 ziyaretçiyle yapılan
araştırmada hizmet kalitesi “fiziksel özellikler”, “heveslilik”, “iletişim”, “tüketilenler”
ve “empati” olmak üzere 5 boyuttan oluşmuştur. "Fiziksel özellikler” boyutunun memnuniyet
ve tavsiye etme niyeti üzerinde en etkili boyut olduğu saptanmıştır. Bir diğer
sonuç olarak, çalışma sonuçları, algılanan hizmet kalitesinin memnuniyet algısı ve tavsiye etme
niyeti üzerinde anlamlı ve pozitif bir etkisi olduğunu göstermiştir. Algılanan hizmet kalitesinin ölçülmesi, müze yöneticilerinin dikkat etmesi gereken hizmet alanlarını
belirleyip bu alanlara öncelik vermelerine böylece hizmet kalitesinde ve
ziyaretçi memnuniyetinde iyileştirmeler yapmalarına dolayısıyla da tavsiye etme
niyetini olumlu etkilemelerine olanak tanıyabilir. 

Anahtar Kelimeler

Hizmet Kalitesi, Memnuniyet Algısı, Tavsiye Etme Niyeti, Anadolu Medeniyetleri Müzesi

The Impact Of Service Quality On Perception of Satisfaction and Intention To Recommend: The Museum of Anatolian Civilizations Case

Öz

Kaynakça

• Allen, E. (2001). Can the neglect of defining and evaluating service quality in museums be effectively addressed by SERVQUAL? (Unpublished MA Thesis). The Nottingham Trent University.
• Andreasen A. R., & Kolter, P. (2002). Strategic Marketing for Non Profit Organizations (5th ed.). Upper Saddle River, NJ: Prentice Hall.
• Anadolu Medeniyetleri Müzesi, (2018). Anadolu Medeniyetleri Müzesi. http://www.anadolumedeniyetlerimuzesi.gov.tr/ (Erişim Tarihi 10.02.2018).
• Baker D. A., & Crompton J.L. (2000). Quality, Satisfaction and Behavioral Intentions. Annals of Tourism Research, 27(3), 785-804.
• Black, G. (2005). The engaging museum, developing museums for visitor involvement: Londo-Rutledge.
• Burton C., & Scott C. (2003). Challenges for the 21st Century. International Journal of Arts Management, 5 (2), 56-68.
• Caldwell, N. (2002). (Rethinking) the measurement of service quality in museums and galleries. International Journal of Nonprofit and Voluntary Sector Marketing, 7(2), 161-171.
• Caro, L.M., &. Garcia, J.A.M. (2008). Developing a multidimensional and hierarchical service quality model for the travel agency industry. Tourism Management, 29(1), 706-720.
• Cheng IM., & Wan, YKP. (2012) Service Quality of Macao Museums. Journal of Quality Assurance in Hospitality & Tourism, 13(1), 37-60.
• Dabholkar, P. A., Thorpe, D. I., & Rentz, J. O. (1996). A measure of service quality for retail stores: scale development and and validation. Journal of the Academy of Marketing Science, 24(1), 3-16.
• Dabholkar, P.A. (1996), Consumer evaluations of new technology-based self-service operations: an investigation of alternative models. International Journal of Research in Marketing, 13(1), 29-51.
• Dotchin, J.A., & Oakland, J.S (1994). Total Quality Management in Services. International Journal of Quality & Reliability Management, 11(3), 9-26.
• Duman, T. (2003), Richard L. Oliver’in Tüketici Memnuniyeti ve Tüketici Değer Algısı Kavramları Hakkındaki Görüşleri: Teorik Bir Karşılaştırma. Dokuz Eylül Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 5(2), 45-56.
• Efil, İ. (1999). Toplam kalite yönetimi ve ISO 9000 Kalite Güvence Sistemi (4. baskı.). İstanbul: Alfa.
• Eskiler, E.; & Altunışık, R. (2015). Algılanan Değer ve Müşteri Memnuniyetinin Satın Alma Eğilimleri Üzerine Etkisi. III. Rekreasyon Araştırmaları Kongresi, 5-7 Kasım, Eskişehir, ss. 483-493.
• Falk, J.H. (2009). Identity and The Museum Visitor Experience. Newyork: Routlegde.
• Feigenbaum, A. V. (1991). Total Quality Control, (3. ed.). New York: McGraw-Hill.
• Frost, F. A., & Kumar, M. (2000). INTSERVQUAL–an internal adaptation of the GAPmodel in a large service organisation. Journal of Services Marketing, 14 (5): 358-377.
• Frochot, I. (2001). Measurement of Service Quality. in S. Drummond & I. Yeoman (Eds.), Quality Issues in Heritage Visitor Attractions (pp. 154–171). Oxford, UK:Butterworth-Heinemann.
• Frochot, I., & Hughes, H. (2000). HISTOQUAL: The development of a historic houses assessment scale. Tourism Management, 21(2), 157–167.
• Gilmore, A., & Rentschler, R. (2002). Changes in museum management A custodial or marketing emphasis?, Journal of Management Development, 21(10), 745-760.
• Grönroos, C. (1984). A Service Quality Model and Its Marketing Implications. European Journal of Marketing, 18 (4), 36-44.
• Goulding, C. (2000). The museum environment and the visitor experience. European Journal of Marketing, 34(3/4), 261–278.
• Harrison P., & Shaw R. (2004). Consumer Satisfaction and Post-purchase Intentions: An Exploratory Study of Museum Visitors. International Journal of Arts Management, 6(2), 23-32.
• Hui-Ying, S., & Chao-Chien, C. (2008). A Study of Service Quality and Satisfaction for Museums – Taking the National Museum of Prehistory as an Example. The Journal of Human Resource and Adult Learning, 14(1), 159-170.
• Hsieh, C. M. (2010). Roles of motivations, past experience, perceptions of service quality, value and satisfaction in museum visitors’ loyalty. Dissertation, Michigan State University.
• Hsieh, C.M, Park, S. H., & Hitchcock, M. J. (2015). Examining the relationships among motivation, service quality and loyalty: The case of the National Museum of Natural Science (NMNS). Asia Pacific Journal of Tourism Research, 20 (1), 1505–1526.
• Hosany, S., Prayag, G., Deesilatham, S., Cauševic, S., & Odeh, K. (2015). Measuring tourists’ emotional experiences: Further validation of the destination emotion scale. Journal of Travel Research, 54(4), 482-495.
• Huang, P.L., Lee, B.C.Y., & Chen C.C. (2017). The Influence of Service Quality on Customer Satisfaction and Loyalty in B2B Technology Service Industry. Total Quality Management & Business Excellence, 14(1), 1-17.
• Huo Y., & Miller D. (2007). Satisfaction Measurement of Small Tourism Sector (Museum): Samoa. Asia Pacific Journal of Tourism Research, 12 (2), 103-117.
• Juran, J. M. (1988). Juran’s Quality Control Handbook, 4th Edition, Ed. By Juran and Frank M. Gryna, Mc Graw Hill. Co., New York.
• ICOM (2007). Museum Definition. http://icom.museum/the-vision/museum-definition/ adresinden 10.02.2018 tarihinde erişilmiştir.
• ISO 9000. (2000). International Standard Organisation. Quality management systems — Fundamentals and vocabulary. https://www.iso.org/standard/29280.html (Erişim 30.11.2017).
• Kawashima, N. (1998). Knowing the Public: A Review of Museum Marketing Literature and Research. Museum Management and Curatorship, 19 (1), 21-39.
• Kültür ve Turizm Bakanlığı, (2018). Anadolu Medeniyetleri Müzesi. https://www.muze.gov.tr/tr/muzeler/anadolu-medeniyetleri-muzesi (Erişim Tarihi 10.02.2018)
• Lin, Y.N. (2009). Importanceperformance analysis of the Taipei Fine Arts Museum’s services. Museum Management and Curatorship, 24(2), 105-121.
• Maher, J.K., & Clark, J. (2005). Servqual Dimensions: A Comparıson Between Retail Banking and a Museum. Proceedings of the Annual Meeting of the Association of Collegiate Marketing Educators, 161-162.
• Maher, J. K., Clark, J. C., & Motley, D. G. (2011). Measuring museum service quality in relationship to visitors membership: The case of a children’s museum. International Journal of Arts Management, 13(2), 29–42.
• Markovic, S., Raspor, S., & Komsic, J. (2013). Museum Service Quality Measurement Using The Histoqual Model. Tourism in Southern and Eastern Europe, 201-216.
• Mey, L.P., & Mohamed, B. (2010). Servıce Quality, Visitor Satisfaction and Behavioural Intentions: Pilot Study at a Museum In Malaysia. Journal Of Global Business and Economics, 1(1), 226-240.
• McLean, F. (1994). Services Marketing: The Case of Museums. Services Industries Journal, 14 (2), 190-203.
• Mylonakis, J., & Kendristakis, E. (2006). Evaluation of museums service quality: A research study of museums and galleries visitors' satisfaction. Tourism and Hospitality Management, 72(2), 37-54.
• Nowacki, M.M. (2005). Evaluating a museum as a tourist product using the SERVQAUL method. Museum Management and Curatorship, 20(3), 235-250.
• Oliver, R. L. (1980). A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions. Journal of Marketing Research, 17(4), 460-469.
• Oliver, R. L. (1981). Measurement and Evaluation of Satisfaction Processes in Retail Settings. Journal of Retailing, 57(3), 25-48.
• Parasuraman, A., Zeithaml, V.A., & Berry, L.L. (1985). A Conceptual Model of Service Quality and Its Implications for Future Research. Journal of Marketing, 49(4), 41-50.
• Parasuraman, A., Zeithaml, V.A., & Berry, L.L. (1988). SERVQUAL: A Multiple- Item Scale for Measuring Consumer Perception of Service Quality. Journal of Retailing, 64(1), 12-40.
• Parasuraman, A., Zeithaml, V.A., & Berry, L.L. (1994). Reassesment of Expectations as a Comparison Standard in Measuring Service Quality: Implications for Further Research. Journal of Marketing, 58(1), 111-124.
• Reid, L.J., & Reid, S.D.(1993). Communicating Tourism Suppliers: Services Building Repeat Visitor Relationships. Journal of Travel and Tourism Marketing, 2(2/3), 3–20.
• Philip, G., & Hazlett, S. A. (1997). The measurement of service quality: a new P-C-P attributes model. International Journal of Quality & Reliability Management, 14(3), 260-286.
• Rowley, J. (1999). Measuring Total Customer Experience in Museums". International Journal of Contemporary Hospitality Management, 11(6), 303-308.
• Rust R., & Oliver R.L. (2000). Should We Delight the Customer? Journal of the Academy of Marketing Science, 28 (1), 86-94.
• Saltuk, S. (1993). Arkeoloji Sözlüğü, İstanbul: İnkılap Yayınevi (2. Baskı).
• Santos, J. (2003). E-service Quality: A model of virtual service quality dimensions. Managing Service Quality, 13(13), 233-46.
• Seth, N., Deshmukh, S.G., & Vrat, P. (2005). Service Quality Models: a Review. International Journal of Quality & Reliability Management, 22(9),913-949.
• Spreng, R., & A. Mackoy, R.D.(1996). An Empirical Examination of a Model of Perceived Service Quality and Satisfaction. Journal of Retailing, 72(2), 201-214.
• Swarbrooke, J.(2002). The Development and Management of Visitor Attractions, 2nd ed. London: Butterworth-Heinemann.
• Taylor, S. A., & Cronin, J.J. (1994). Modeling Patient Satisfaction and Service Quality. Journal of Health Care Marketing,14(1), 34-44.
• Williams, C. (1998). Is the SERVQUAL model an appropriate management tool for measuring service delivery quality in the UK leisure industrystry?, Managing Leisure, 3(2), 98-110.
• Wu, H.C., & Li, T. (2015). An Empirical Study of the Effects of Service Quality, Visitor Satisfaction, and Emotions on Behavioral Intentions of Visitors to the Museums of Macau. Journal of Quality Assurance in Hospitality & Tourism, 16(1), 80–102.
• Yarımoğlu Kursunluoglu, M. (2014). Review on Dimensions of Service Quality Models. Journal of Marketing Management, 2(2), 79-93.
• Zeithaml V. A., Berry L.L., & A. Parasuraman A. (1996). The Behavioral Consequences of Service Quality. Journal of Marketing, 60(2), 31-46.
• Zeithaml, V., & Bitner, M. (2000). Services Marketing: Integrating Customer Focus Across the Firm, 2d ed. Boston: Irwin/McGraw-Hill.