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Öz

The history of the hotel industry in our country dated back to caravansaries and with the Industrial Revolution it has become one of the most important subjects in Turkey and all over the world. In today’s world, global economy and developments increased the level of competition and developing customer loyalty has become very important for the businesses. In this labor-intensive industry to develop customer loyalty, hotel enterprises must endeavor more than ever. The primary objective of this study is to determine the relationship between the image and service quality perceptions and repeated buying behavior of hotel customers. In this study, the existing literature on the image, service quality, customer loyalty and buying behaviors have been examined and a field study has been conducted. The field study has been conducted on 380 of two to five star selected hotels costumers in Adana. In this research factor analysis was used for data reduction and simple correlation (Pearson’s r) analysis was used for hypothesis testing. Results have indicated that there is a positive relationship between the perceived image and perceived service quality with the future intentions of the hotel customers. 

Anahtar Kelimeler

• Image, Image congruence, Service quality, Customer loyalty, Repurchase intention

Algılanan Otel İmajı ve Hizmet Kalitesi ile Tekrar Satın Alma Niyeti Arasındaki İlişkiler

Öz

Ülkemizde otel endüstrisinin tarihi kervansaraylara kadar dayanmaktadır ve bu endüstri, sanayi devrimiyle beraber dünya genelinde ve Türkiye’de en önemli konulardan biri haline gelmiştir. Günümüz dünyasında küresel ekonomi ve teknolojik gelişmeler rekabetin artmasına sebep olmuş ve müşteri bağlılığı yaratmak işletmeler için çok önemli hale gelmiştir. Emek yoğun bu endüstri kolunda otel işletmeleri müşteri bağlılığını sağlamak için her zamankinden daha fazla çaba göstermek zorundadır. Bu çalışmanın temel amacı otel müşterilerinin imaj ve hizmet kalitesi algıları ile tekrar satın alma davranışları arasındaki ilişkiyi incelemektir. Bu çalışmada imaj, hizmet kalitesi, müşteri bağlılığı ve satın alma davranışları hakkındaki mevcut literatür incelenmiş ve bir saha çalışması yürütülmüştür. Saha çalışması Adana’daki iki, üç, dört ve beş yıldızlı otellerde konaklayan 380 otel müşterisi üzerinde gerçekleştirilmiştir. Araştırmada veri sadeleştirme amacıyla faktör analizi ve hipotezlerin test edilmesinde de korelasyon (Pearson r) analizi kullanılmıştır. Araştırma sonuçları otel müşterilerinin imaj ve hizmet kalitesi algıları ile tekrar
satın alma davranışları arasında niyetsel bir ilişkinin varlığını göstermektedir.

Anahtar Kelimeler

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