Hizmet Adaleti, Fiyat Adaleti ve Güven Algılarının Müşteri Memnuniyeti Üzerindeki Etkisi: Kış Koridorunda Konaklayan Yabancı Turistler Üzerine Bir Araştırma

Yıl 2018, Cilt: 2 Sayı: 1, 42 - 78, 30.06.2018

Emre Çilesiz , Gökalp Selçuk

Öz

Çalışmada
Türkiye Turizm Stratejisi 2023 kapsamında oluşturulan kış koridoru bölgesinde
yer alan Erzurum, Erzincan, Kars, Ağrı ve Ardahan illerinde konaklayan yabancı
turistlerin hizmet adalet algıları, fiyat adalet algıları ve güven
duygularının, memnuniyetleri üzerindeki etkisini ölçmek amaçlanmıştır. Bu
doğrultuda hazırlanan ölçek 659 yabancı turiste uygulanmıştır. Toplanan veriler
güvenilirlik analizi, geçerlilik analizi, açımlayıcı faktör analizi ve yapısal
eşitlik modellemesi gibi istatistiksel yöntemler ile analiz edilmiştir. Çalışmanın
sonuçlarına göre yabancı turistlerin demografik özellikleri ile bahsi geçen
değişkenler arasında anlamlı farklılıklar bulunmuştur. Yapılan analizler ile
müşterilerin hizmet adalet algıları, fiyat adalet algıları ve güvenlerinin,
memnuniyetlerinin bir yordayıcısı olduğu sonucuna ulaşılmıştır. Ayrıca
müşterilerin memnuniyetini en çok etkileyen faktörlerin güven ve adil fiyat
algılamaları olduğu tespit edilmiştir. Beklenenin aksine, hizmet adalet
algısının müşteri memnuniyetini yordamada düşük etkiye sahip olduğu sonucuna
ulaşılmıştır.

Anahtar Kelimeler

Hizmet Adalet Algısı, Fiyat Adalet Algısı, Güven, Memnuniyet

Kaynakça

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