The Effect of Using Cryptocurrency as an Alternative Payment Method in Online Travel Businesses on Satisfaction, Business Image and Loyalty

Yıl 2025, Cilt: 9 Sayı: 1, 183 - 202, 18.03.2025

Mertkal Bayhan , Mehmet Sarıışık

https://doi.org/10.32572/guntad.1535897

Öz

The aim of the study is to examine the relationships between blockchain payment methods, satisfaction, business image and loyalty. The study, which was conducted with 539 volunteer participants in Turkey through online survey method, found that blockchain payment method has an indirect effect on brand loyalty through satisfaction and business image. Using hierarchical regression analysis and bias-corrected bootstrapping methods, the mediating effect of satisfaction and business image was found to be statistically significant. The findings of the study shed light on future research in this field by revealing the effects of blockchain technology and cryptocurrency use on satisfaction, business image and loyalty.

Anahtar Kelimeler

Cryptocurrency, Satisfaction, Business Image, Loyalty

Çevrim İçi Seyahat İşletmelerinde Alternatif Ödeme Yöntemi Olarak Kripto Para Kullanımının Memnuniyet, İşletme İmajı ve Sadakate Etkisi

Öz

Çalışmanın amacı, blok zincir ödeme yöntemleri, memnuniyet, işletme imajı ve sadakat arasındaki ilişkileri incelemektir. Türkiye'de 539 gönüllü katılımcıyla çevrim içi anket yöntemi ile gerçekleştirilen çalışmada, blok zincir ödeme yönteminin memnuniyet ve işletme imajı aracılığıyla sadakat üzerinde dolaylı bir etkisi olduğu tespit edilmiştir. Hiyerarşik regresyon analizi ve bias-corrected bootstrapping yöntemleri kullanılarak, memnuniyet ve işletme imajının aracılık etkisinin istatistiksel açıdan anlamlı olduğu bulunmuştur. Çalışmanın bulguları, blok zincir teknolojisinin ve kripto para kullanımının; memnuniyet, işletme imajı ve sadakat üzerindeki etkilerini ortaya koyarak, bu alanda gelecekte yapılacak araştırmalara ışık tutmaktadır.

Anahtar Kelimeler

Kripto Para, Memnuniyet, İşletme İmajı, Sadakat

Kaynakça

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