The Effects of Perceived Risk in the Hospitality Industry on Customer Participation, Perceived Value and Customer Loyalty

Öz

The concept of customer participation, which creates value in hospitality business, is expressed as the inclusion of customers in service production and delivery process (Bendapudi and Leone, 2003). This concept, which can be evaluated subjectively from the customer perspective has a relationship with perceived risk, perceived value and customer loyalty. In this context, the purpose of the study is to determine the effects of the risk perceived by customers who receive hospitality services regarding the service they purchase on customer participation and the effects of customer participation on the perceived value and loyalty levels of customers regarding the service they receive. The population of the study live in Turkey, tourism and constitute all individuals who have received accommodation services. In this study, "Perceived Risk", "Perceived Value", "Customer Loyalty" and "Customer Engagement" scales have been used. The data have been collected from customers (202) who receive hospitality services using convenience sampling method. The structural model has been created and tested using the partial least squares method. According to the results of the study; perceived risk positively affects customer participation, customer participation positively affects perceived value and customer participation positively affects customer loyalty. 

Anahtar Kelimeler

• Perceived Risk
• Customer Participation
• Perceived Value
• Customer Loyalty
• Hospitality Industry

Konaklama Sektöründe Algılanan Riskin, Müşteri Katılımı, Algılanan Değer ve Müşteri Sadakati Üzerindeki Etkileri

Öz

Konaklama işletmelerinde değer oluşmasını sağlayan müşteri katılımı kavramı, müşterilerin hizmet üretim ve sunum süreçlerine dâhil olması olarak ifade edilmektedir (Bendapudi ve Leone, 2003). Müşteri perspektifinden öznel olarak da değerlendirilebilen bu kavramın algılanan risk, algılanan değer ve müşteri sadakati ile ilişkisi bulunmaktadır. Bu bağlamda çalışmanın amacını, konaklama hizmeti alan müşterilerin satın aldıkları hizmete ilişkin algıladıkları riskin, müşteri katılımı üzerindeki, müşteri katılımının ise müşterilerin aldıkları hizmete ilişkin algıladıkları değer ve sadakat düzeyleri üzerindeki etkilerini belirlemek oluşturmaktadır. Çalışmanın ana kütlesini Türkiye’de yaşayan, turizm ve konaklama hizmeti almış tüm bireyler oluşturmaktadır. Çalışmada “Algılan Risk”, “Algılanan Değer”, “Müşteri Sadakati” ve “Müşteri Katılımı” ölçekleri kullanılmıştır. Veriler, kolayda örneklemi yöntemiyle konaklama hizmeti alan müşterilerden (202) toplanmıştır. Yapısal model oluşturulmuş ve kısmi en küçük kareler yöntemi ile test edilmiştir. Çalışmanın sonuçlarına göre; algılanan risk müşteri katılımını, müşteri katılımı algılanan değeri ve müşteri katılımı müşteri sadakatini pozitif yönde etkilemektedir.   

Anahtar Kelimeler

• Algılanan Risk
• Müşteri Katılımı
• Algılanan Değer
• Müşteri Sadakati
• Konaklama Sektörü

Kaynakça

1. AAKER, D. A. (1996). Güçlü Markalar Yaratmak, (Çev. E. Demir), İstanbul: MediaCat Kitapları.
2. AARIKKA-STENROOS, L. & JAAKKOLA, E. (2012). Value co-creation in knowledge intensive business services: A dyadic perspective on the joint problem solving process, Industrial Marketing Management, Volume 41(1), 15–26.
3. ALRWASHDEH, M., JAHMANI, A., IBRAHIM, B., & ALJUHMANI, H. Y. (2020). Data to model the effects of perceived telecommunication service quality and value on the degree of user satisfaction and e-WOM among telecommunications users in North Cyprus. Data in brief, 28, 104981.
4. ALTUNEL, M.C. & GÜNLÜ, E.(2015). Deneyimleme Kalitesi, algılanan değer ve memnuniyetin müze ziyaretçilerinin tavsiye etme eğilimi üzerindeki etkisi, Anatolia: Turizm Araştırmaları Dergisi, Cilt 26(2), 191-206.
5. AJİTHA, A. A., SHARMA, P., KİNGSHOTT, R. P., MAURYA, U. K., & KAUR, A. (2019). Customer participation and service outcomes: Mediating role of task-related affective well-being. Journal of Services Marketing.
6. AKSOY, M. (2020). Algılanan müşteri katılımının çalışanların iş davranışları ve iletişimleri üzerindeki etkisi, Onyedi Eylül Üniversitesi, Yayınlanmamış Doktora Tezi, Bandırma.
7. AKSOY, M., KOÇ, E. & KOÇ, E. (2019). Hizmetlerde müşteri katılımının müşterilerin kontrol etme eğilimleri üzerindeki etkisi, II. International Conference on Empirical Economics and Social Sciences (ICEESS’ 19), 20-22 Haziran Bandırma Türkiye.
8. ALSHIBLY, H. H. (2015). Investigating decision support system (DSS) success: A partial least squares structural squation modeling approach. Journal of Business Studies Quarterly, Volume 6(4), 56.

9. AMORIM, M., S. (2014). Managing customer participation and customer interactions in service delivery: the case of museums and educational services, Organizacija, Volume 47(3), 166– 175.
10. ANH, P. N. T. & THUY, P. N. (2017). The effects of interaction behaviors of service frontliners on customer participation in the value co-creation: a study of health care service. Service Business, Volume 11(2), 253-277.
11. ARIFFIN, S. K., MOHAN, T., & YEN,N. G. (2018). Influence of consumers’ perceived risk on consumers’ online purchase intention. Journal of Research in Interactive Marketing, Volume 12(3), 309-327.
12. ASSAEL, H., (1998). Consumer behaviour and marketing action, USA: Southwestern College Publishing.
13. ATEŞOĞLU, İ., & TÜRKER, A. (2014). Tatil yeri seçiminde ülke imajının turistin risk algısı üzerine etkisi, Uluslararası Alanya İşletme Fakültesi Dergisi, Cilt 6(2), 09-28.
14. AUH, S., MENGUC, B., KATSIKEAS, C. S. & JUNG, Y. S. (2019). When does customer participation matter? An empirical investigation of the role of customer empowerment in the customer participation–performance linki Journal of Marketing Research, Volume 56(6), 1012-1033.
15. BAUER, R. A. (1960). Consumer behavior as risk-taking, in R. S. Hancock, ed., Dynamic Marketing for a Changing World, Chicago: American Marketing Association, 389-399.
16. BENDAPUDI, N. & LEONE, R. P. (2003). Psychological implications of customer participation in co-production, Journal of Marketing, Volume 67(1), 14–28.
17. BETZING, J. H., KURTZ, M., & BECKER, J. (2020). Customer participation in virtual communities for local high streets. Journal of Retailing and Consumer Services, 54, 102025.
18. BISHOP, W. R. Jr., (1984). Competitive intelligence. Progressive Grocer, Volume 63(3), 19–20.
19. BITNER, M. J., FARANDA, W. T., HUBBERT, A. R. & ZEITHAML, V. A. (1997). Customer contributions and roles in service delivery, International Journal of Service Industry Management, Volume 8(3), 193–205.
20. BOWEN, J.T., SHOEMAKER, S., (1998). Loyalty: a strategic commitment. Cornell Hotel and Restaurant Administration Quarterly. 39 (1), 12–25.
21. BOWERS, M.R., MARTIN, C.L. & LUKER, A. (1990). Trading places: Employees as customers, customers as employees, The Journal of Services Marketing, Volume 4(2), 55-69.
22. BROOKER, G. (1984). An assessment of an expanded measure of perceived risk. ACR North American Advances.
23. BUTTGEN, M., SCHUMANN, J. H. & ATES, Z. (2012). Service locus of control and customer coproduction: The role of prior service experience and organizational socialization, Journal of service research, Volume 15(2), 166-181.
24. CARLSON, J., WYLLİE, J., RAHMAN, M. M. & VOOLA, R. (2019). Enhancing brand relationship performance through customer participation and value creation in social media brand communities, Journal of Retailing and Consumer Services, 50, 333-341.
25. Central intelligence Agency (2017). World Fact Book. Retrieved from https://www.cia.gov/library/publications/the-worldfactbook/geos/my.html.
26. CERMAK, D. S., FILE, K. M. & PRINCE, R. A. (1994). Customer participation in service specification and delivery, Journal Of Applied Business Research (JABR), Volume 10(2), 90-97.
27. CERMAK, D.S., FILE, K.M. & PRINCE, R.A. (2011). Customer participation in service specification and delivery, Journal Of Applied Business Research (JABR), Volume 10(2), 90–98.
28. CHAN, K. W., YIM, C. K. & LAM, S. S. (2010). Is customer participation in value creation a double-edged sword? Evidence from professional financial services across cultures, Journal Of Marketing, Volume 74(3), 48-64.
29. CHATHOTH, P. K., UNGSON, G. R., ALTINAY, L., CHAN, E. S., HARRINGTON, R. & OKUMUS, F. (2014). Barriers affecting organisational adoption of higher order customer engagement in tourism service interactions, Tourism Management, 42, 181-193.
30. CHEN, C.F. & WANG, J.P. (2016). Customer participation, value co-creation and customer loyalty: A case of airline online check-in system, Computers in Human Behavior, 62, 346-352.
31. CHEN, R., & HE, F. (2003). Examination of brand knowledge, perceived risk and consumers' intention to adopt an online retailer. Total Quality Management & Business Excellence, Volume 14(6), 677-693.
32. CHEN, S. C. & RAAB, C. (2014). Construction and validation of the customer participation scale, Journal Of Hospitality & Tourism Research, Volume 41(2), 131-153.
33. CHIN, W. W. (2010). How to write up and report PLS analyses. In Handbook of partial least squares (pp. 655-690). Springer, Berlin, Heidelberg.
34. CHITTY, B., WARD, S. & CHUA, C. (2007). An application of the ECSI model as a predictor of satisfaction and loyalty for backpacker hostels, Marketing Intelligence & Planning, 25, 563-580.
35. CLAYCOMB, C., LENGNICK-HALL, C. A. & INKS, L. W. (2001). The customer as a productive resource: A pilot study and strategic implications. Journal of Business strategies, Volume 18(1), 47-47.
36. CRONIN, J. J., BRADY, M. K., BRAND, R. R., HIGHTOWER, R., & SHEMWLL, D. (1997). A cross-sectional test of the effect and conceptualization of service value. The Journal of Service Marketing, Volume 11(6), 375–391.
37. ÇATI, K., TOKSÖZ, E., SEBAHAT, Ü. & GELİBOLU, L. (2010). Müşteri beklentileri ile müşteri sadakati arasındaki ilişki: Beş Yıldızlı Bir Otel Örneği, Çukurova Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, Cilt 19(1), 429-446.
38. DABHOLKAR, P. (1990). How to improve perceived service quality by improving customer participation in developments in marketing science. Academy Of Marketing Science.
39. DABHOLKAR, P. A. & SHENG, X. (2012). Consumer participation in using online recommendation agents: Effects on satisfaction, trust, and purchase intentions. The Service Industries Journal, Volume 32(9), 1433-1449.
40. DEMİRAĞ, B. (2019). Marka imajı, algılanan hizmet kalitesi, müşteri tatmini ve algılanan değerin marka sadakati üzerindeki etkisinin incelenmesi: 5 yıldızlı sayfiye ve şehir otelleri örneği.
41. DENİZ, A., & ERCİŞ, A. (2008). Kişilik özellikleri ile algılanan risk arasındaki ilişkilerin incelenmesi üzerine bir araştırma. Atatürk Üniversitesi İktisadi ve İdari Bilimler Dergisi, Cilt 22(2), 301-330.
42. DICK, A. S., & BASU, K. (1994). Customer loyalty: toward an integrated conceptual framework. Journal of the Academy of Marketing Science, 22(2), 99-113.
43. DİNÇ, H. (2020). Yerli turistlerin destinasyon risk algısı ile destinasyon imajı algısı ilişkisi: Diyarbakır örneği, Yüksek lisans tezi, Batman Üniversitesi, Batman.
44. DOĞAN, D.(2019). SmartPLS ile Veri Analizi, Zet Yayıncılık.
45. DONG, B. & SIVAKUMAR, K. (2015). A process-output classification for customer participation in services, Journal of Service Management,Volume 26(5), 726-750.
46. DONG, B., SIVAKUMAR, K., EVANS, K.R. & ZOU, S. (2014). Effect of customer participation on service outcomes: The moderating role of participation readiness, Journal Of Service Research, Volume 18(2), 160-176.
47. ETGAR, M. (2008). A descriptive model of the consumer co-production process, Journal of the Academy of Marketing Science, Volume 36(1), 97– 108.
48. FLINT, D., WOODRUFF, R.B. & GARDIAL, S.F. (2002). Exploring the phenomenon of customers’ desired value change in a business-to-business context, Journal of Marketing, 66 (October ), 102-117.
49. GETTY, J. M., & THOMPSON, K. N. (1994). A procedure for scaling perceptions of lodging quality. Hospitality Research Journal, 18(2), 75-96.
50. GONZALEZ-MANSILLA, Ó., BERENGUER-CONTRI, G., & SERRA-CANTALLOPS, A. (2019). The impact of value co-creation on hotel brand equity and customer satisfaction. Tourism Management, 75, 51-65.
51. GRONROOS, C. (2000). Creating a relationship dialogue: Communication, interaction and value, Marketing Review, Volume 1(1), 1 – 14.
52. GRONROSS, C. (1978). A service-orientated approach to marketing of services. European Journal of Marketing, Volume 12(8), 588-601.
53. GRONROOS, C. (2008). Adopting a service business logic in relational business-to-business marketing: Value creation, interaction and joint value co-creation. In Otago forum, Volume 2(9), 269-287.
54. GRONROOS, C. & RAVALD, A. (2011). Service as business logic: Implications for value creation and marketing. Journal of service management, Volume 22(1), 5-22.
55. GÜLÖZ, G.E. (2020). Müşteri katılımının müşteri sadakati ve örgütsel bağlılık üzerindeki etkisinde memnuniyetin aracı rolü: Bankacılık sektöründe çalışanlar ve müşteriler üzerine bir araştırma, Yüksek Lisans Tezi, Marmara Üniversitesi, İstanbul.
56. HAIR JR, J. F., SARSTEDT, M., HOPKİNS, L. & KUPPELWİESER, V. G. (2014). Partial least squares structural equation modeling (PLS-SEM), European Business Review.
57. HELLIER, P. K., GEURSEN, G. M., CARR, R. A., & RICKARD, J. A. (2003). Customer repurchaseintention: A general structural equation model. European Journal of Marketing, Volume 37(11/12), 1762–1800.
58. HOWCROFT, B., HEWER, P.& DURKİN, M. (2003). Banker-customer interactions in financial services, Journal Of Marketing Management, 19, 1001–1020.
59. HSIEH, A. T. & CHANG, E. T. (2004). The effect of consumer participation on price sensitivity, Journal of Consumer Affairs, Volume 38(2), 282–296.
60. ITANI, O. S., KASSAR, A. N., & LOUREIRO, S. M. C. (2019). Value get, value give: The relationships among perceived value, relationship quality, customer engagement, and value consciousness. International Journal of Hospitality Management, 80, 78-90.
61. KAHNEMAN, D., & TVERSKY, A. (1980). Prospect theory. Econometrica, 12.
62. KAMBOJ, S. (2019). Applying uses and gratifications theory to understand customer participation in social media brand communities. Asia Pacific Journal of Marketing and Logistics.
63. KEH, H. T. & SUN J. (2008). The complexities of perceived risk in cross-cultural services marketing. Journal of International Marketing, Volume 16(1), 120-146.
64. KELLER, K. (2013). Strategic brand management, Harlow: Pearson.
65. KELLOGG, D.L., YOUNGDAHL, W.E. & BOWEN, D.E. (1997). On the relationship between customer participation and satisfaction: Two frameworks, International Journal of Service Industry Management, Volume 8(3), 206-219.
66. KIYCI, Ş. (2019). Turist yenilikçiliği ve algılanan riskin, yenilik algısı ve turistlerin yenilikçi otel tercihlerine etkisi üzerine bir uygulama (Yayımlanmamış doktora tezi), Zonguldak Bülent Ecevit Üniversitesi, Zonguldak.
67. KIM, D. J., FERRIN, D. L., & RAO, H. R. (2008). A trust-based consumer decision-making model in electronic commerce: The role of trust, perceived risk, and their antecedents, Decision Support Systems, Volume 44(2), 544-564.
68. KOC, E., ULUKOY, M., KILIC, R., YUMUSAK, S. & BAHAR, R. (2017). The influence of customer participation on service failure perceptions, Total Quality Management & Business Excellence, Volume 28(3-4), 390-404.
69. KOÇ, E. (2018). Hizmet Pazarlaması ve Yönetimi: global ve yerel yaklaşım, Ankara: Seçkin Yayıncılık.
70. KOTLER, P. T., BOWEN, J. T., MAKENS, J. & BALOGLU, S. (2017). Marketing for Hospitality and Tourism, Prentice Hall, Boston.
71. KWONG, K. & WONG, K. (2013). Partial least squares structural equation modeling (PLS-SEM) techniques using SmartPLS, Marketing Bulletin, Volume 24(1), 1-32.
72. LAROCHE, M., KALAMAS, M. & CLEVELAND, M. (2005). “I” versus “we” how individualists and collectivists use information sources to formulate their service expectations, International Marketing Review, Volume 22(3), 279-308.
73. LAROCHE, M., MCDOUGALL, G. H., BERGERON, J., & YANG, Z. (2004). Exploring how intangibility affects perceived risk. Journal of Service research, Volume 6(4), 373-389.
74. LIM, N., (2003), Consumers’ perceived risk: sources versus consequences. Electronic Commerce Research and Applications, 2, 216– 228.
75. LIEBERMANN, Y., & STASHEVSKY, S. (2002). Perceived risks as barriers to Internet and e-commerce usage, Qualitative Market Research: An International Journal.
76. LLOYD, A. E. (2010). The role of culture on customer participation in services.
77. LOI, R., XU, A. J., CHOW, C. W. & CHAN, W. W. (2019). Linking customer participation to service employees’ Work to family enrichment: The role of job crafting and OBSE, Journal of Occupational and Organizational Psychology.
78. LOVELOCK, C. H. & YOUNG, R. F. (1979). Look to consumers to increase productivity, Harvard Business Review, Volume 57(3), 168–178.
79. MAHAPATRA, S. (2017). Impact of Participation on Behaviour Outcomes in Health Care Service. Benchmarking. 24(4): 1082-1098.
80. MARZOCCHI, G. L. & ZAMMIT, A. (2006). Self-scanning technologies in retail: Determinants of adoption, The Service Industries Journal, Volume 26(6), 651-669.
81. MCCOLL-KENNEDY, J. R., VARGO, S. L., DAGGER, T. S., SWEENEY, J. C. & KASTEREN, Y. V. (2012). Health care customer value cocreation practice styles, Journal of Service Research, Volume 15(4), 370-389.
82. MILLS, P. K. & TURK, T. (1986). A preliminary investigation into the influence of customer-firm interface on information processing and task activities in service organizations, Journal Of Management, Volume 12(1), 91-104.
83. MITCHELL, V. W. (1999). Consumer perceived risk: conceptualisations and models. European Journal of Marketing.
84. MITCHELL, V.W. (1998). A role for consumer risk perceptions in grocery retailing, British Food Journal, Volume 100(4), 171-183.
85. MOCHON, D., NORTON, M. I., & ARIELY, D. (2012). Bolstering and restoring feelings of competence via the IKEA effect. International journal of research in marketing, Volume 29(4), 363-369.
86. MURRAY, K. B., & SCHLACTER, J. L. (1990). The impact of services versus goods on consumers’ assessment of perceived risk and variability, Journal of the Academy of Marketing science, Volume 18(1), 51-65.
87. MUSTAK, M., JAAKKOLA, E., HALİNEN,A. & KAARTEMO,V. (2016). Customer participation management: Developing a comprehensive framework and a research agenda, Journal of Service Management, Volume 27(3), 250 – 275.
88. NAAMI, A., RAHIMI, Z., & GHANDVAR, P. (2017). The effect of perceived value, perceived risk, and price on customers buying intention (case study: Employees of Presov electronics company). International Review of Management and Marketing, 7(5), 164-170.
89. OSTROM, A. L., PARASURAMAN, A., BOWEN, D. E., PATRÍCIO, L. & VOSS, C. A. (2015). Service research priorities in a rapidly changing context, Journal Of Service Research, Volume 18(2), 127-159.
90. PALUMBO, F. ve HERBIG, P. (2000). The Multicultural Context of Brand Loyalty, European Journal of Innovation Management, 3(3), 116-124.
91. PARASURAMAN, A. (1997). Refiections on gaining competitive advantage through customer value, Joumal of The Academy of Marketing Science, Volume 25 (2), 154-161.
92. PARK, C. & JUN, J.K. (2003), A cross-cultural comparison of internet buying behavior: Effects of internet usage, perceived risk and innovativeness, International Marketing Review, Volume 20 (5), 534- 553.
93. PAYNE, A. F., STORBACKA, K., & FROW, P. (2008). Managing the co-creation of value. Journal of the academy of marketing science, Volume 36(1), 83-96.
94. PETER, J. P., & RYAN, M. J. (1976). An investigation of perceived risk at the brand level. Journal of marketing research, Volume 13(2), 184-188.
95. RAVALD, A., & GRONROSS, C. (1996). The value concept and relationship marketing, European Journal of Marketing, Volume 30(2), 19–30.
96. REICHHELD, F. F., & SASSER, W. E. (1990). Zero defeofions: Quoliiy comes to services. Harvard Business Review, 68(5), 105-111.
97. RODIE, A. R. & KLEINE, S. S. (2000). Customer participation in services production and delivery, Handbook of Services Marketing and Management, Thousand Oaks, CA: Sage.
98. ROSELIUS, T. (1971). Consumer rankings of risk reduction methods, Journal of Marketing 35, 56-61.
99. ROSENBAUM, M. S., OSTROM, A. L. & KUNTZE, O. R. (2005). Loyalty programs and a sense of community, Journal Of Services Marketing, Volume 19(4), 222–233.
100. ROSSITER, J. R. (2019). A critique of prospect theory and framing with particular reference to consumer decisions. Journal of Consumer Behaviour, 18(5), 399-405.
101. RYU, K., HAN, H. & KIM, T.H. (2008). The relationship among overall quick-casual restourant image, perceived value, customer satisfaction and behavioral intentions, International Journal of Hospitality Management, 27, 459-469.
102. SCHIERZ, P.G., SCHILKE, O. & WIRTZ, B.W. (2010), Understanding consumer acceptance of mobile payment services: an empirical analysis, Electronic Commerce Research and Applications Special Issue: Nomadic and Mobile Computing, Volume 9(3), 209-216.
103. SCHIFFMAN, L.G. & KANUK, L.L. (2004), Consumer behaviour, New York, NY: Prentice-Hall Inc.
104. SEKARAN, U. (1983), Methodological and theoretical issues and advancements in cross-cultural research, Journal of international business studies, Volume 14(2), 61-73.
105. SELVİ, M. S., & ERCAN, F. (2006). Otel işletmelerinde müşteri sadakatinin değerlendirilmesi: İstanbul’daki beş yıldızlı otel işletmelerinde bir uygulama. Balıkesir Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 9(15), 159-188.
106. SHENG, X. & ZOLFAGHARIAN, M. (2014), Consumer participation in online product recommendation services: Augmenting the technology acceptance model, Journal of Services Marketing, Volume 28(6), 460-470.
107. SHIRSAVAR, H. A., GILANINIA, S. & ALMANI, A. M. (2012). A study of factors influencing positive word of mouth in the Iranian Banking Industry, Middle-East Journal of Scientific Research, Volume 11(4), 454-460.
108. SHIMP T. A., & BEARDEN, W. O. (1982). Warranty and other extrinsic cue effects on consumers' risk perceptions, Journal of Consumer research, Volume 9(1), 38-46.
109. SNOJ, B., KORDA, A., & MUMEL, D. (2004). The relationship among perceived quality, perceived risk and perceived product value, Jounal of Product & Brand Management, Volume 13(3), 156-167.
110. STOKBURGER-SAUER, N. E., SCHOLL-GRISSEMANN, U., TEICHMANN, K. & WETZELS, M. (2016). Value cocreation at its peak: The asymmetric relationship between coproduction and loyalty. Journal of Service Management, Volume 27(4), 563–590.
111. STONE, R. N., & MASON, B. J. (1995). Attitude and risk: Exploring the relationship, Psychology & Marketing, Volume 12(2), 135-153.
112. STRAUS, L., ROBBERT, T.& ROTH, S. (2016). Customer participation in the customization of services–effects on satisfaction and behavioral intentions, Journal of Business Market Management, Volume 9(1), 498-517.
113. SWEENEY, J., SOUTAR, G. & JOHNSON, L. (1999). The role of perceived risk in the quality value relationship: A study in a retail environment, Journal of Retailing, Volume 75(1), 77-105.
114. TAHERI, B., COELHO, F. J., SOUSA, C. M., & EVANSCHITZKY, H. (2017). Mood regulation, customer participation, and customer value creation in hospitality services, International Journal of Contemporary Hospitality Management.
115. TAYLOR, J. W. (1974). The role of risk in consumer behavior: A comprehensive and operational theory of risk taking in consumer behavior, Journal of marketing, Volume 38(2), 54-60.
116. TEKTAŞ, Ö.Ö. & Kavak, B. (2010) Endüstriyel ürünlerin satın alınması sürecinde tedarikçi ile olan ilişki kalitesinin algılanan değer üzerindeki etkisi: Beş Yıldızlı Otellerde Bir Araştırma, Anatolia: Turizm Araştırmaları Dergisi, Cilt 21(1), 51-63.
117. TEMELOĞLU, E. (2014). Tüketicilerin kişilik özellikleri, risk algıları ve yeniden satın alma davranışları arasındaki ilişkinin incelenmesi: Otel işletmelerinde bir araştırma. Doktora Tezi, Balıkesir Üniversitesi, Balıkesir.
118. THO, N. X., LAI, M. T., & YAN, H. (2017). The effect of perceived risk on repurchase intention and word–of–mouth in the mobile telecommunication market: A case study from Vietnam, International Business Research, Volume 10(3), 8-19.
119. VARGO, S.L. & LUSCH, R.F. (2004). Evolving to a new dominant logic for marketing, Journal Of Marketing, Volume 68(1), 1-17.
120. VARGO, S.L. & LUSCH, R.F.(2016). Institutionsandaxioms: anextension and update of service-dominant logic, Journal of the Academy of Marketing Science, Volume 44(1), 5–23.
121. VILLALBA, D. P. & ZHANG, J. (2019). DART antecedents and customer loyalty consequences of customer participation: An empirical study. Journal of Marketing Development & Competitiveness, 13(1).
122. WANG, C. Y. (2019). Customer participation and the roles of self-efficacy and adviser-efficacy, International Journal of Bank Marketing.
123. WANG, X., & YU, X. (2019). The contradictory effects of customer participation breadth and depth on customer-perceived value, Journal Of Business & Industrial Marketing.
124. WU, S. H., HUANG, S. C. T., TSAI, C. Y. D. & CHEN, H. I. (2013). Relationship quality in a coproduction context and the moderating effects of relationship orientation. Total Quality Management & Business Excellence, Volume 24(9–10), 1062–1083.
125. XIA, L. & SURI, R. (2014). Trading effort for money: Consumers’ cocreation motivation and the pricing of service options, Journal of Service Research, Volume 17(2), 229–242.
126. VAVRA, G.T. (1999). Müşteri tatmini ölçümlerinizi geliştirmenin yolları, Kalder Yayınları.
127. YANG, A. J. F., HUANG, Y. C. & CHEN, Y. J. (2019). The importance of customer participation for high-contact services: Evidence from a real estate agency, Total Quality Management & Business Excellence, Volume 30(7-8), 831-847.
128. YANG, Y., LI, Z., SU, Y., WU, S. & LI, B. (2019). Customers as co-creators: Antecedents of customer participation in online virtual communities, International Journal of Environmental Research and Public Health, Volume 16(24), 4998.
129. YEH, Y. P. (2016). Market orientation and service innovation on customer perceived value, Management Research Review.
130. YEO, R. K. & VE LI, J. (2014). Beyond SERVQUAL: The competitive forces of higher education in Singapore, Total Quality Management & Business Excellence, Volume 25(1-2), 95-123.
131. YI, Y. & GONG, T. (2013). Customer value co-creation behavior: Scale development and validation, Journal Of Business research, Volume 66(9), 1279-1284.
132. ZEITHAML, V. A. (1988). Consumer perceptions of price, quality and value: A means-end model and synthesis of evidence, Journal of Marketing, Volume 52(3), 2–22.
133. ZEITHAML, V. A. (1981). How cdnsuper evaluation processes differ between goods and services. In Conference: American Marketing Association First Services Marketing Conference.
134. ZEITHAML, V., BITNER, M. J. & GREMLER, D. D. (2012) Il marketing dei servizi, Milano, McGrawHill.
135. ZEITHAML, V. A., BERRY, L. L., & PARASURAMAN, A. (1996). The behavioral consequences of service quality, Journal of marketing, Volume 60(2), 31-46.
136. ZEITHAML, V.A. & BITNER, M.J. (2000), Services marketing, McGraw-Hill, Boston, MA.
137. ZHANG, L., TAN, W., XU, Y. &TAN, G. (2012), Dimensions of consumers’ perceived risk and their influences on online consumers’ purchasing behavior, Communications in Information Science and Management Engineering, Volume 2(7).
138. ZHIHONG, L., DUFFIELD, C., & WILSON, D. (2015). Research on the driving factors of customer participation in service innovation in a virtual brand community, International Journal of Innovation Science.
139. ZIELKE, S., & DOBBELSTEIN, T. (2007). Customers' willingness to purchase new store brands, Journal of Product & Brand Management.