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Müşteri Memnuniyetinin Üç Faktör Teorisine Göre Kongre Oteli Ürün Özelliklerinin Sınıflandırılması

Yıl 2019, Cilt: 30 Sayı: 3, 174 - 184, 06.12.2019
https://doi.org/10.17123/atad.656009

Öz

Müşteri memnuniyeti işletmelerin finansal performanslarının belirleyicisi olması sebebiyle, kongre oteli ürün özelliklerinin müşteri memnuniyeti üzerindeki etkilerinin bilinmesi önem arz etmektedir. Alanyazında, ürün özelliklerinin performansı ile müşteri memnuniyeti arasında doğrusal bir ilişkinin olduğu kabul edilmesine rağmen, son yıllarda gerçekleştirilen bazı çalışmalar bu ilişkinin doğrusal yönlü olmayabileceğini ortaya koymuştur. Bu çalışmada, kongre oteli ürün özelliklerinin müşteri memnuniyeti üzerindeki doğrusal olmayan etkileri incelenerek müşteri memnuniyetinin üç faktör teorisine göre ürün özelliklerinin sınıflandırılması amaçlanmıştır. Bu amaç doğrultusunda, Antalya Belek bölgesinde faaliyet göstermekte olan beş yıldızlı otel işletmesine toplantı ve kongre amacıyla gelen 427 kongre katılımcısı üzerinde bir anket çalışması uygulanmıştır. Elde edilen verilere gerçekleştirilen Ceza-Ödül karşıtlığı analizi sonuçlarına göre konaklama hizmetleri, oda temizliği ve otelin konumu heyecan faktörleri; çamaşırhane hizmetleri, yiyecek-içecek hizmetleri, ikramlar ve kongre organizasyonu temel faktörler olarak sınıflandırılmıştır. Bu sonuca göre, temel faktörler içinde yer alan özelliklerin performansının artırılması müşteri memnuniyetsizliğini önlemeye katkı sağlarken, heyecan faktörleri içinde yer alan özelliklerin performansının arttırılması müşteri memnuniyetini olumlu yönde etkileyecektir.

Kaynakça

  • Aksu, A.A., Yılmaz, G. ve Gümüş, F. (2013). Örneklerle Kongre ve Fuar Yönetimi. Ankara: Detay Yayıncılık.
  • Albayrak, T. (2015). Ürün Özelliklerinin Performansı ile Müşteri Memnuniyeti Arasındaki Doğrusal ve Doğrusal Olmayan İlişkinin Karşılaştırılması, Anatolia: Turizm Araştırmaları Dergisi, 26 (1): 17-28.
  • Albayrak, T. ve Caber, M. (2013). The Symmetric and Asymmetric Influences of Destination Attributes on Overall Visitor Satisfaction, Current Issues in Tourism, 16 (2): 149-166.
  • Albayrak, T. ve Caber, M. (2015). Prioritisation of the Hotel Attributes According to Their Influence on Satisfaction: A Comparison of Two Techniques, Tourism Management, 46: 43-50.
  • Alegre, J. ve Garau, J. (2011). The Factor Structure of Tourist Satisfaction at Sun and Sand Destinations, Journal of Travel Research, 50 (1): 78-86.
  • Caber, M., Albayrak T. ve İsmayıllı T. (2017). Analysis of Congress Destinations’ Competitiveness Using Importance Performance Competitor Analysis, Journal of Convention & Event Tourism, 18 (2): 100-117.
  • Chen, F.L. (2012). A Novel Approach to Regression Analysis for the Classification of Quality Attributes in the Kano Model: An Empirical Test in the Food and Beverage Industry, Omega, 40 (5): 651-659.
  • Delice, K. (2012). Kongre Turizmi ve Türkiye’deki Toplantılarda Katılımcı Algısının İncelenmesi: Antalya Yöresinde Bir Uygulama. (Basılmamış Yüksek Lisans Tezi). Antalya: Akdeniz Üniversitesi, Turizm İşletmeciliği ve Otelcilik Ana Bilim Dalı.
  • Deng, J.W., Kuo F.Y. ve Chen C.W. (2008). Revised Importance-Performance Analysis: Three-Factor Theory and Benchmarking, The Service Industries Journal, 28 (1): 37-51.
  • Elston, K. ve Draper J. (2012). A Review of Meeting Planner Site Selection Criteria Research, Journal of Convention & Event Tourism, 13 (3): 203-220.
  • Füller, J. ve Matzler, K. (2008). Customer Delight and Market Segmentation: An Application of the Three-Factor Theory of Customer Satisfaction on Life Style Groups, Tourism Management, 29 (1): 116-126.
  • Hilliard, W.T ve Baloğlu S. (2008). Safety and Security as Part the Hotel Servisscape for Meeting Planners, Journal of Convention & Event Tourism, 9 (1): 15-34.
  • ICCA (2013). Uluslararası Kongre ve Toplantı Birliği 1963-2012 Raporu, http://www.50years.iccaworld.com, Erişim tarihi: 25 Ekim 2018.
  • ICCA (2017). Uluslararası Kongre ve Toplantı Birliği İstatistik Raporu, http://www.iccaworld.org, Erişim tarihi: 1 Ocak 2019.
  • Johnston, R. (1995). The Determinants of Service Quality: Satisfier and Dissatisfier, International Journal of Service Industry Management, 6 (5): 53-71.
  • Kano, N., Seraku, N., Takahashi, F., Tsuji S., 1984. Attractive Quality and Must Be Quality, Journal of the Japanese Society for Quality Control, 14 (2): 147-156.
  • Kim, S.Y., Lee, Y.Y. ve Love, C. (2009). A Case Study the Influence of Conference Food Function on Attendee Satisfaction and Return Intention at Corporate Conference, Journal of Convention & Event Tourism, 10 (3): 211-230.
  • Kocabulut, Ö. ve Albayrak, T. (2017). Web Sitesi Hizmet Kalitesinin Müşteri Memnuniyetine Etkisi, Anatolia: Turizm Araştırmaları Dergisi, 28 (2): 293-303.
  • Kuo, M.C, Chen, C.L. ve Lin, Y.S. (2010). Exploring the Relationship Between Hotel-Based Service Attribute Importance and Customer Satisfaction at International Conferences in Taiwan, Journal of Convention & Event Tourism, 11 (4): 293-313.
  • Lee, J.S. ve Min, C. (2013). Prioritizing Convention Quality Attributes from the Perspective of Three Factor Theory: The Case of Academic Association Convention, International Journal of Hospitality Management, 35: 282-293.
  • Mair, J. ve Thompson, K. (2009). The UK Association Conference Attendance Decision-Making Process, Tourism Management, 30 (3): 400-409.
  • Matzler, K. ve Sauerwein, E. (2002). The Factor Structure of Customer Satisfaction: An Empirical Test of the Importance Grid and the Penalty-Reward-Constrant Analysis, International Journal of Service Industry Management, 13 (4): 314-332.
  • Matzler, K., Renzl B. ve Rothenberger, S. (2006). Measuring the Relative Importance of Service Dimensions in the Formation of Price Satisfaction and Service Satisfaction: A Case Study in the Hotel Industry, Scandinavian Journal of Hospitality and Tourism, 6 (3): 179-196.
  • Matzler, K. ve Renzl, B. (2007). Assessing Asymmetric Effects in the Formation of Employee Satisfaction, Tourism Management, 28: 1093-1103.
  • McCabe, V. ve Weeks, P. (1999). Convention Services Management in Sydney Four to Five Star Hotels, Journal of Convention & Exhibition Management, 1 (4): 67-84.
  • Mikulic, J. ve Prebezac, D. (2011). Evaluating Hotel Animation Programs at Mediterranean Sun and Sea Resorts: An Impact-Asymmetry Analysis, Tourism Management, 32 (3): 688-696.
  • Mikulic, J. ve Prebezac, D. (2012). Using Dummy Regression to Explore Asymmetric Effects in Tourists Satisfaction: A Cautionary Note, Tourism Management, 33 (3): 713-716.
  • Mittal, V., Ross, T. ve Baldasare, P.M. (1998). The Asymmetric Impact of Negative and Positive Attribute-Level Performance on Overall Satisfaction and Repurchase Intensions, Journal of Marketing, 62 (1): 33-47.
  • Oppermann, M. (1996). Convention Destination Image: Analysis of Assocation Meeting Planners’ Perception, Tourism Management, 17 (3): 175-182.
  • Pechlaner, H., Zeni, A. ve Raich F. (2007). Congress Tourism and Leisure Tendencies with Special Focus on Economic Aspects, Tourism Review, 62 (3/4): 32-38.
  • Severt, D., Wang, Y., Chen, P. ve Breiter, D. (2007). Examining the Motivation, Perceived Performance, and Behavioral Intentions of Convention Attendents: Evidence From Regional Conference, Tourism Management, 28 (2): 399-408.
  • Siu, M.N., Wan, K.Y.P. ve Dong, P. (2012). The Impact of the Servicescape on the Desire to Stay in Convention and Exhibition Centers: The Case of Macao, International Journal of Hospitality Management, 31 (1): 236-246.
  • Tanford, S., Montgomery, R. ve Nelson, K. (2012). Factors that Influence Attance, Satisfaction and Loyalty for Conventions, Journal of Convention & Event Tourism, 13 (4): 290-318.
  • Tontini, G., Bento, G.S., Milbratz, T.C, Volles, B.K. ve Ferrari, D. (2017). Exploring the Nonlinear Impact of Critical Incidents on Customer’ General Evaluation of Hospitality Services, International Journal of Hospitality Management, 66: 106-116.
  • Tretyakevich, N. ve Maggi, R. (2012). Not Just for Business: Some Evidence on Leisure Motivations of Conference Attendents, Current Issues in Tourism, 15 (4): 391-395.
  • Yozcu, K.Ö. ve İçöz, O. (2010). A Model Proposal on the Use of Creative Tourism Experiences in Congress Tourism and Congress Marketing Mix, Journal of Tourism and Cultural Heritage, 8(3): 105-113.
  • Whitfield, J. ve Webber, J.D. (2011). Which Exhibition Attributes Create Repeat Visition, International Journal of Hospitality Management, 30 (2): 439-447.
  • Zhang, Y. ve Cole, S.T. (2016). Dimensions of Lodging Guest Satisfaction among Guest with Mobility Challenges: A-Mixed Method Analysis of Web-Based Texts, Tourism Management, 53: 13-27.
  • Zhang, L., Qu, H. ve Ma, J. (2010). Examinig the Relationship of Exhibition Attendees’ Satisfaction and Expenditure: The Case of Two Major Exhibitions in China, Journal of Convention & Event Tourism, 11 (2): 100-118.

A Classification of Conference Hotel Products Attributes by Three Factor Theory of Customer Satisfaction

Yıl 2019, Cilt: 30 Sayı: 3, 174 - 184, 06.12.2019
https://doi.org/10.17123/atad.656009

Öz

Since customer satisfaction is the determinant of financial performances of businesses, it is important to know the effects of conference hotel product attributes’ on customer satisfaction. The studies revealed the presence of a linear relationship between the performance of product attributes and customer satisfaction. However, some studies carried out in recent years have revealed that this relationship may not be linear. In this study, it was aimed to determine the asymmetric effects of conference hotel product attributes on customer satisfaction and to classify customer satisfaction according to three-factor theory. In order to achieve the aim of the study, a questionnaire study was carried out on 427 conference participants who came to 5-star hotel management operating in Belek region of Antalya for meeting and conference. According to the results of the Penalty-Reward Contrast Analysis performed on the data obtained, accommodation services, housekeeping, and the hotel's location were classified as the excitement factors, and laundry services, food and beverage services, treats and conference organization were classified as the basic factors. According to this result, while increasing the performance of the attributes in the dimension of basic factors contribute to the prevention of customer dissatisfaction, besides increasing the performance of the attributes in the excitement factors positively affect the increase in customer satisfaction.

Kaynakça

  • Aksu, A.A., Yılmaz, G. ve Gümüş, F. (2013). Örneklerle Kongre ve Fuar Yönetimi. Ankara: Detay Yayıncılık.
  • Albayrak, T. (2015). Ürün Özelliklerinin Performansı ile Müşteri Memnuniyeti Arasındaki Doğrusal ve Doğrusal Olmayan İlişkinin Karşılaştırılması, Anatolia: Turizm Araştırmaları Dergisi, 26 (1): 17-28.
  • Albayrak, T. ve Caber, M. (2013). The Symmetric and Asymmetric Influences of Destination Attributes on Overall Visitor Satisfaction, Current Issues in Tourism, 16 (2): 149-166.
  • Albayrak, T. ve Caber, M. (2015). Prioritisation of the Hotel Attributes According to Their Influence on Satisfaction: A Comparison of Two Techniques, Tourism Management, 46: 43-50.
  • Alegre, J. ve Garau, J. (2011). The Factor Structure of Tourist Satisfaction at Sun and Sand Destinations, Journal of Travel Research, 50 (1): 78-86.
  • Caber, M., Albayrak T. ve İsmayıllı T. (2017). Analysis of Congress Destinations’ Competitiveness Using Importance Performance Competitor Analysis, Journal of Convention & Event Tourism, 18 (2): 100-117.
  • Chen, F.L. (2012). A Novel Approach to Regression Analysis for the Classification of Quality Attributes in the Kano Model: An Empirical Test in the Food and Beverage Industry, Omega, 40 (5): 651-659.
  • Delice, K. (2012). Kongre Turizmi ve Türkiye’deki Toplantılarda Katılımcı Algısının İncelenmesi: Antalya Yöresinde Bir Uygulama. (Basılmamış Yüksek Lisans Tezi). Antalya: Akdeniz Üniversitesi, Turizm İşletmeciliği ve Otelcilik Ana Bilim Dalı.
  • Deng, J.W., Kuo F.Y. ve Chen C.W. (2008). Revised Importance-Performance Analysis: Three-Factor Theory and Benchmarking, The Service Industries Journal, 28 (1): 37-51.
  • Elston, K. ve Draper J. (2012). A Review of Meeting Planner Site Selection Criteria Research, Journal of Convention & Event Tourism, 13 (3): 203-220.
  • Füller, J. ve Matzler, K. (2008). Customer Delight and Market Segmentation: An Application of the Three-Factor Theory of Customer Satisfaction on Life Style Groups, Tourism Management, 29 (1): 116-126.
  • Hilliard, W.T ve Baloğlu S. (2008). Safety and Security as Part the Hotel Servisscape for Meeting Planners, Journal of Convention & Event Tourism, 9 (1): 15-34.
  • ICCA (2013). Uluslararası Kongre ve Toplantı Birliği 1963-2012 Raporu, http://www.50years.iccaworld.com, Erişim tarihi: 25 Ekim 2018.
  • ICCA (2017). Uluslararası Kongre ve Toplantı Birliği İstatistik Raporu, http://www.iccaworld.org, Erişim tarihi: 1 Ocak 2019.
  • Johnston, R. (1995). The Determinants of Service Quality: Satisfier and Dissatisfier, International Journal of Service Industry Management, 6 (5): 53-71.
  • Kano, N., Seraku, N., Takahashi, F., Tsuji S., 1984. Attractive Quality and Must Be Quality, Journal of the Japanese Society for Quality Control, 14 (2): 147-156.
  • Kim, S.Y., Lee, Y.Y. ve Love, C. (2009). A Case Study the Influence of Conference Food Function on Attendee Satisfaction and Return Intention at Corporate Conference, Journal of Convention & Event Tourism, 10 (3): 211-230.
  • Kocabulut, Ö. ve Albayrak, T. (2017). Web Sitesi Hizmet Kalitesinin Müşteri Memnuniyetine Etkisi, Anatolia: Turizm Araştırmaları Dergisi, 28 (2): 293-303.
  • Kuo, M.C, Chen, C.L. ve Lin, Y.S. (2010). Exploring the Relationship Between Hotel-Based Service Attribute Importance and Customer Satisfaction at International Conferences in Taiwan, Journal of Convention & Event Tourism, 11 (4): 293-313.
  • Lee, J.S. ve Min, C. (2013). Prioritizing Convention Quality Attributes from the Perspective of Three Factor Theory: The Case of Academic Association Convention, International Journal of Hospitality Management, 35: 282-293.
  • Mair, J. ve Thompson, K. (2009). The UK Association Conference Attendance Decision-Making Process, Tourism Management, 30 (3): 400-409.
  • Matzler, K. ve Sauerwein, E. (2002). The Factor Structure of Customer Satisfaction: An Empirical Test of the Importance Grid and the Penalty-Reward-Constrant Analysis, International Journal of Service Industry Management, 13 (4): 314-332.
  • Matzler, K., Renzl B. ve Rothenberger, S. (2006). Measuring the Relative Importance of Service Dimensions in the Formation of Price Satisfaction and Service Satisfaction: A Case Study in the Hotel Industry, Scandinavian Journal of Hospitality and Tourism, 6 (3): 179-196.
  • Matzler, K. ve Renzl, B. (2007). Assessing Asymmetric Effects in the Formation of Employee Satisfaction, Tourism Management, 28: 1093-1103.
  • McCabe, V. ve Weeks, P. (1999). Convention Services Management in Sydney Four to Five Star Hotels, Journal of Convention & Exhibition Management, 1 (4): 67-84.
  • Mikulic, J. ve Prebezac, D. (2011). Evaluating Hotel Animation Programs at Mediterranean Sun and Sea Resorts: An Impact-Asymmetry Analysis, Tourism Management, 32 (3): 688-696.
  • Mikulic, J. ve Prebezac, D. (2012). Using Dummy Regression to Explore Asymmetric Effects in Tourists Satisfaction: A Cautionary Note, Tourism Management, 33 (3): 713-716.
  • Mittal, V., Ross, T. ve Baldasare, P.M. (1998). The Asymmetric Impact of Negative and Positive Attribute-Level Performance on Overall Satisfaction and Repurchase Intensions, Journal of Marketing, 62 (1): 33-47.
  • Oppermann, M. (1996). Convention Destination Image: Analysis of Assocation Meeting Planners’ Perception, Tourism Management, 17 (3): 175-182.
  • Pechlaner, H., Zeni, A. ve Raich F. (2007). Congress Tourism and Leisure Tendencies with Special Focus on Economic Aspects, Tourism Review, 62 (3/4): 32-38.
  • Severt, D., Wang, Y., Chen, P. ve Breiter, D. (2007). Examining the Motivation, Perceived Performance, and Behavioral Intentions of Convention Attendents: Evidence From Regional Conference, Tourism Management, 28 (2): 399-408.
  • Siu, M.N., Wan, K.Y.P. ve Dong, P. (2012). The Impact of the Servicescape on the Desire to Stay in Convention and Exhibition Centers: The Case of Macao, International Journal of Hospitality Management, 31 (1): 236-246.
  • Tanford, S., Montgomery, R. ve Nelson, K. (2012). Factors that Influence Attance, Satisfaction and Loyalty for Conventions, Journal of Convention & Event Tourism, 13 (4): 290-318.
  • Tontini, G., Bento, G.S., Milbratz, T.C, Volles, B.K. ve Ferrari, D. (2017). Exploring the Nonlinear Impact of Critical Incidents on Customer’ General Evaluation of Hospitality Services, International Journal of Hospitality Management, 66: 106-116.
  • Tretyakevich, N. ve Maggi, R. (2012). Not Just for Business: Some Evidence on Leisure Motivations of Conference Attendents, Current Issues in Tourism, 15 (4): 391-395.
  • Yozcu, K.Ö. ve İçöz, O. (2010). A Model Proposal on the Use of Creative Tourism Experiences in Congress Tourism and Congress Marketing Mix, Journal of Tourism and Cultural Heritage, 8(3): 105-113.
  • Whitfield, J. ve Webber, J.D. (2011). Which Exhibition Attributes Create Repeat Visition, International Journal of Hospitality Management, 30 (2): 439-447.
  • Zhang, Y. ve Cole, S.T. (2016). Dimensions of Lodging Guest Satisfaction among Guest with Mobility Challenges: A-Mixed Method Analysis of Web-Based Texts, Tourism Management, 53: 13-27.
  • Zhang, L., Qu, H. ve Ma, J. (2010). Examinig the Relationship of Exhibition Attendees’ Satisfaction and Expenditure: The Case of Two Major Exhibitions in China, Journal of Convention & Event Tourism, 11 (2): 100-118.
Toplam 39 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Bölüm Hakem Denetimli Makaleler
Yazarlar

Özgür Davras 0000-0001-9037-4193

Yayımlanma Tarihi 6 Aralık 2019
Yayımlandığı Sayı Yıl 2019 Cilt: 30 Sayı: 3

Kaynak Göster

APA Davras, Ö. (2019). Müşteri Memnuniyetinin Üç Faktör Teorisine Göre Kongre Oteli Ürün Özelliklerinin Sınıflandırılması. Anatolia: Turizm Araştırmaları Dergisi, 30(3), 174-184. https://doi.org/10.17123/atad.656009
AMA Davras Ö. Müşteri Memnuniyetinin Üç Faktör Teorisine Göre Kongre Oteli Ürün Özelliklerinin Sınıflandırılması. Anatolia: Turizm Araştırmaları Dergisi. Aralık 2019;30(3):174-184. doi:10.17123/atad.656009
Chicago Davras, Özgür. “Müşteri Memnuniyetinin Üç Faktör Teorisine Göre Kongre Oteli Ürün Özelliklerinin Sınıflandırılması”. Anatolia: Turizm Araştırmaları Dergisi 30, sy. 3 (Aralık 2019): 174-84. https://doi.org/10.17123/atad.656009.
EndNote Davras Ö (01 Aralık 2019) Müşteri Memnuniyetinin Üç Faktör Teorisine Göre Kongre Oteli Ürün Özelliklerinin Sınıflandırılması. Anatolia: Turizm Araştırmaları Dergisi 30 3 174–184.
IEEE Ö. Davras, “Müşteri Memnuniyetinin Üç Faktör Teorisine Göre Kongre Oteli Ürün Özelliklerinin Sınıflandırılması”, Anatolia: Turizm Araştırmaları Dergisi, c. 30, sy. 3, ss. 174–184, 2019, doi: 10.17123/atad.656009.
ISNAD Davras, Özgür. “Müşteri Memnuniyetinin Üç Faktör Teorisine Göre Kongre Oteli Ürün Özelliklerinin Sınıflandırılması”. Anatolia: Turizm Araştırmaları Dergisi 30/3 (Aralık 2019), 174-184. https://doi.org/10.17123/atad.656009.
JAMA Davras Ö. Müşteri Memnuniyetinin Üç Faktör Teorisine Göre Kongre Oteli Ürün Özelliklerinin Sınıflandırılması. Anatolia: Turizm Araştırmaları Dergisi. 2019;30:174–184.
MLA Davras, Özgür. “Müşteri Memnuniyetinin Üç Faktör Teorisine Göre Kongre Oteli Ürün Özelliklerinin Sınıflandırılması”. Anatolia: Turizm Araştırmaları Dergisi, c. 30, sy. 3, 2019, ss. 174-8, doi:10.17123/atad.656009.
Vancouver Davras Ö. Müşteri Memnuniyetinin Üç Faktör Teorisine Göre Kongre Oteli Ürün Özelliklerinin Sınıflandırılması. Anatolia: Turizm Araştırmaları Dergisi. 2019;30(3):174-8.