AVRUPA MÜŞTERİ MEMNUNİYET İNDEKSİ: ANTALYA’DA FAALİYET GÖSTEREN BEŞ YILDIZLI OTELLERİN MÜŞTERİLERİ ÜZERİNDE UYGULAMASI

Yıl 2012, Cilt: 1 Sayı: 1, 91 - 108, 01.06.2012

Onur Akbulut

Öz

Bir işletmenin başarısının en önemli faktörlerinden biri müşterimemnuniyetidir. Müşteri memnuniyetini ölçmenin bir yoluda müşterimemnuniyet indeksleridir. Bu çalışmada müşteri memnuniyeti AvrupaMüşteri Memnuniyet İndeksini Antalya’daki beş yıldızlı otellerdekonaklayan 732 müşteriye uygulayarak ölçülmüştür. Yapısal eşitlikmodelinin LISREL programında analizleri sonucunda imaj boyutununyeterli uyumu göstermediği belirlenmiştir. Imaj boyutu modeldençıkarılarak yeni bir model oluşturulmuştur. Tekrar oluşturulan modelinyeterli uyum ölçütlerini sağladığı belirlenmiştir.

Anahtar Kelimeler

Müşteri Memnuniyeti, Müşteri Bağlılığı, Avrupa Müşteri Memnuniyet İndeksi

EUROPEAN CUSTOMER SATISFACTION INDEX: APPLI- CATION IN FIVE STAR HOTELS OF ANTALYA

Öz

This research seeks to contribute to the literature on customer satisfaction measurement by providing a multi-item and multi dimensional scale to evaluate customer satisfaction. By this means, with a reliable scale among firms and sectors and countrywide, satisfaction scoring is possible. Customer satisfaction is measured by using European Customer Satisfaction Index. 732 participants responded. After the measurement of structure equation model in LISREL programme it is found that observation model has sufficient goodness of fit statistics. Afterwards, the structural equation model is analyzed. Results of the analysis show that image dimension did not provide sufficient goodness of fit statistics. Image dimension was removed and a new model formed. The new model did provide sufficient goodness of fit statistics

Anahtar Kelimeler

Customer Satisfaction, Customer Loyality, European Customer Satisfaction Index

Kaynakça

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