THE IMPACT OF WEBSITE QUALITY IN ACCOMMODATION BUSINESSES ON CUSTOMER SATISFACTION, REVISIT INTENTION AND RECOMMENDATION INTENTION: AN EMPIRICAL STUDY

Öz

The proliferation of digital technologies has fundamentally transformed the hospitality industry. The sophistication and effectiveness of accommodation establishments' digital assets have become paramount factors that shape consumer preferences and decision-making processes. In this context, this study aims to examine the effects of perceived quality of accommodation establishments' websites on customer satisfaction levels, revisit intention, and recommendation behavior. The study also analyzes the role of demographic variables such as income level, educational status, gender, and generation in these relationships. The research adopts a quantitative methodology, utilizing a structured questionnaire as the data collection instrument. The research was limited to a specific sample group due to time and financial resource constraints. Convenience sampling, a non-probability sampling method, was employed for sample selection. The survey was administered online to guests of five-star accommodation establishments with active websites operating in Istanbul in 2025. Research findings have revealed significant differences in website quality perception according to income levels. Participants from middle and high-income groups were found to place greater importance on quality elements in accommodation establishments' websites. Analyses regarding educational status, gender, and generation variables did not yield statistically significant differences. However, mean values obtained across generations indicate that younger generations, particularly Generation Z, are more sensitive to digital service quality. Regression analyses have determined that website quality has a positive effect on customer satisfaction, which significantly increases tendencies to revisit and recommend. Accordingly, it has been demonstrated that digital touchpoints play a crucial role in shaping consumer behavior and creating customer loyalty. The findings suggest that digital service quality should be considered a strategic element for businesses seeking to gain competitive advantage in the hospitality industry.

Anahtar Kelimeler

• Website Quality
• Customer Satisfaction
• Revisit Intention
• Recommendation Behavior
• Accommodation Establishments

KONAKLAMA İŞLETMELERİNDE WEB SİTESİ KALİTESİNİN MÜŞTERİ MEMNUNİYETİ, TEKRAR ZİYARET VE TAVSİYE ETME NİYETİ ÜZERİNDEKİ ETKİSİ: AMPİRİK BİR İNCELEME

Öz

Dijital teknolojilerin yaygınlaşması, konaklama endüstrisini temelden dönüştürmüştür. Konaklama işletmelerinin dijital varlıklarının gelişmişliği ve etkinliği, tüketici tercihlerini ve karar verme süreçlerini şekillendiren temel faktörler haline gelmiştir. Bu bağlamda, bu çalışma konaklama işletmelerine ait web sitelerinin algılanan kalitesinin, müşteri memnuniyeti düzeyi ile tekrar ziyaret etme ve tavsiye etme niyeti üzerindeki etkilerini incelemeyi amaçlamaktadır. Çalışmada aynı zamanda gelir düzeyi, eğitim durumu, cinsiyet ve jenerasyon gibi demografik değişkenlerin bu ilişkiler üzerindeki rolü analiz edilmiştir. Araştırma nicel bir metodolojiyi benimsemiş olup, veri toplama aracı olarak yapılandırılmış anket kullanılmıştır. Araştırma, zaman ve finansal kaynak kısıtlamaları nedeniyle belirli bir örneklem grubuyla sınırlı tutulmuştur. Örneklem seçiminde olasılıksız örnekleme yöntemlerinden kolayda örnekleme yöntemi kullanılmıştır. Anket, 2025 yılı içerisinde İstanbul'da faaliyet gösteren, aktif web sitesi bulunan beş yıldızlı konaklama tesislerinin konuklarına çevrimiçi olarak uygulanmıştır. Araştırma bulguları, özellikle gelir düzeyine göre web sitesi kalitesi algısında anlamlı farklılıklar bulunduğunu ortaya koymuştur. Orta ve yüksek gelir grubundaki katılımcıların, konaklama işletmelerinin web sitelerinde yer alan kalite unsurlarına daha fazla önem verdikleri tespit edilmiştir. Eğitim durumu, cinsiyet ve jenerasyon değişkenlerine ilişkin analizlerde ise istatistiksel olarak anlamlı farklılıklar gözlemlenmemiştir. Ancak, jenerasyonlar arasında elde edilen ortalama değerler, Z kuşağı başta olmak üzere genç kuşakların dijital hizmet kalitesine daha duyarlı olduğunu göstermektedir. Regresyon analizleri sonucunda, web sitesi kalitesinin müşteri memnuniyeti üzerinde pozitif bir etkisi olduğu ve bu memnuniyetin tekrar ziyaret etme ile tavsiye etme eğilimlerini anlamlı şekilde artırdığı belirlenmiştir. Bu doğrultuda, dijital temas noktalarının, tüketici davranışlarını şekillendirmede ve müşteri sadakati oluşturmada önemli bir rol oynadığı ortaya konmuştur. Elde edilen bulgular, konaklama endüstirinde rekabet avantajı yaratmak isteyen işletmeler için dijital hizmet kalitesinin stratejik bir unsur olarak değerlendirilmesi gerektiğini ortaya koymaktadır.

Anahtar Kelimeler

• Web Sitesi Kalitesi
• Müşteri Memnuniyeti
• Tekrar Ziyaret Niyeti
• Tavsiye Etme Davranışı
• Konaklama İşletmeleri

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