A Research to Determine Relationship between Experiential Value, Customer Satisfaction and Customer Loyalty

Öz

Abstract

The purpose of this study is to determine the experiential values presented to the Far East tourist by tour operators in a position as a wholesaler to the tourism sector; to exhibit the relationship between experiential value with customer satisfaction and customer loyalty. This study was performed with the participation of Japanese, Chinese and Korean tourists who came to Cappadocia from Far East with tour operators. The data was collected from 150 tourists for the pilot study and 780 tourists for the main study. Convenience sampling a non-probability sampling method was used to select sampling units. In the first step of the data analysis process, demographical characteristics from the Far East tourist were taken. Afterwards, factor and regression analysis were examined. The Social interaction, educational, functional, restaurant aesthetic, souvenir shop aesthetic, museum aesthetic, hotel aesthetic, tour bus aesthetic, efficiency, memory and conditional values were determined as experiential values that affect the customer satisfaction. The Social interaction, educational, functional, restaurant aesthetic, souvenir shop aesthetic, museum aesthetic, efficiency and memory values were determined as experiential values that affect the customer loyalty.

Keywords: Experiential Value, Customer Satisfaction, Customer Loyalty, Tour Operators, the Far East Tourism Market.

Anahtar Kelimeler

• Experiential Value, Customer Satisfaction, Customer Loyalty, Tour

Deneyimsel Değer, Tüketici Tatmini ve Tüketici Sadakati Arasındaki İlişkinin Belirlenmesine Yönelik Bir Araştırma

Öz

Öz

Bu çalışmanın amacı turizm sektöründe toptancı konumunda olan tur operatörlerinin Uzak Doğulu turistlere sundukları deneyimsel değeri belirlemek; deneyimsel değer ile müşteri memnuniyeti ve müşteri sadakati arasındaki ilişkiyi ortaya koymaktır.  Bu araştırma, Türkiye’yi Uzak Doğu’dan ziyaret eden ve Kapadokya’ya tur operatörleri aracılığı ile gelen Japon, Çinli ve Güney Koreli turistlerin katılımı ile gerçekleştirilmiştir. Pilot çalışma için 150, ana çalışma için 780 turistten bilgi toplanmıştır. Tesadüfî olmayan örnekleme yöntemlerinden kolayda örnekleme yöntemi tercih edilmiştir. Çalışmada, veri analizi aşamasında ilk olarak Uzak Doğulu turistlerin demografik bilgileri incelenmiştir. Daha sonra verilere faktör ve regresyon analizi uygulanmıştır. Deneyimsel değer bağlamında tüketici memnuniyetinde sosyal etkileşim, eğitsel, fonksiyonel, restoran estetiği, hediyelik eşya işletmesi estetiği, müze estetiği, otel estetiği, tur otobüsü estetiği, verimlilik, hatıra ve durumsallık değerlerinin önemli olduğu ortaya çıkarılmıştır. Deneyimsel değer bağlamında tüketici sadakatinde sosyal etkileşim, eğitsel, fonksiyonel, restoran estetiği, hediyelik eşya işletmesi estetiği, müze estetiği, verimlilik ve hatıra değerlerinin önemli olduğu ortaya çıkarılmıştır.

Anahtar Kelimeler: Deneyimsel Değer, Müşteri Memnuniyeti, Müşteri Sadakati, Tur Operatörleri, Uzak Doğu Turizm Pazarı.

Anahtar Kelimeler

• Deneyimsel Değer, Müşteri Memnuniyeti, Müşteri Sadakati

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