Hafızaya Yönelik Müşteri Deneyimlerinin Müşteri Sadakatine Etkisi: Yeşil Oteller Örneği

Öz

Bu çalışmanın amacı yeşil yıldızlı otelleri ziyaret eden müşterilerin hafızaya dayalı deneyimlerinin anılarına ve sadakatlerine etkisinin belirlenmesidir. Araştırma evrenini Türkiye’de yeşil yıldız simgesi almış olan otelleri ziyaret eden otel müşterileri oluşturmaktadır. Araştırmada veri toplama aracı olarak anket kullanılmıştır. Araştırmada kolayda örneklem yöntemiyle 410 katılımcıya ulaşılmıştır. Çalışmada kullanılan ölçeklere yönelik doğrulayıcı ve keşifsel faktör analizleri uygulanmıştır. Hafızaya dayalı tüketici deneyimleri ölçeği dört alt boyuta (eğitim, eğlence, estetik ve kaçış) ayrılmıştır. Araştırma bulgularına göre otel müşterilerinin estetik ve kaçış deneyimlerinin anılarını etkilediği, eğlence ve eğitim deneyimlerinin ise anılarını etkilemediği tespit edilmiştir. Ayrıca eğlence ve estetik anlayışları sadakat düzeylerini etkilerken eğitim ve kaçış boyutlarında aynı etki söz konusu değildir. Son olarak otel müşterilerinin yeşil yıldızlı otellerde edinmiş oldukları anılarının sadakatlerini olumlu yönde etkilediği belirlenmiştir.

Anahtar Kelimeler

• tüketici deneyimi,sadakat,yeşil otel

The Effects of Memorable Customer Experiences on Customer Loyalty: The Case of Green Hotels

Abstract

The aim of this study is to determine the effects of memorable customer experiences on green hotel guests’ memories and loyalty behaviours. The population of this study consists of the green hotels’ customers in Turkey. Survey method was used as data collection tool in the research. 410 participants were reached by convenience sampling method in the study. Confirmatory and Exploratory Factor Analyses were applied to the scales used in the study. The memory based consumer experience scale is divided into four sub-dimensions (education, entertainment, aesthetics and escape). According to the results, aesthetics and escape has a positive effect on memories of guests. Education and entertainment hasn’t a positive effect on memories of customers. Furthermore entertainment and aesthetics has a positive effect on loyalty. But education and escape hasn’t same positive affect on loyalty. 

Keywords

• customer experience,loyalty,green hotel

Kaynakça

1. Addis, M. (2005). New technologies and cultural consumption–edutainment is born! European Journal of Marketing, 39(7/8), 729-736.
2. Ali, F., Hussain, K. & Ragavan, N. A. (2014). Memorable customer experience: examining the effects of customers experience on memories and loyalty in Malaysian resort hotels. Procedia-Social and Behavioral Sciences, 144, 273-279.
3. Ali, F., Omar, R. & Amin, M. (2013). An examination of the relationships between physical environment, perceived value, image and behavioural Intentions: A SEM approach towards Malaysian resort hotels. Journal of Hotel and Tourism Management, 27(2), 9-26.
4. Anderson, E. W. & Mittal, V. (2000). Strengthening the satisfaction–profit chain. Journal of Services Research. 3, 107–120.
5. Anderson, J. C. & Gerbing, D. W. (1988). Structural equation modeling in practice: A review and recommended two-step approach. Psychological bulletin, 103(3).
6. Bagozzi, R. P. & Yi, Y. (1988). On the evaluation of structural equation models. Journal of the academy of Marketing Science, 16(1), 74-94.
7. Baloglu, S. (2002). Dimensions of customer loyalty: Separating friends from well Wishers. Cornell Hotel and Restaurant Administration Quarterly, 43(1), 47–59.
8. Berry, L. L., Carbone, L. P. & Haeckel, S. H. (2002). Managing the total customer experience. MIT Sloan Management Review, 43(3), 85–89.

9. Bollen, K. A. (1989). A new incremental fit index for general structural equation models. Sociological Methods & Research, 17(3), 303-316.
10. Bowen, J. T. & Chen, S. L. (2001). The relationship between customer loyalty and customer satisfaction. International journal of contemporary hospitality management, 13(5), 213-217.
11. Brakus, J. J., Schmitt, B. H. & Zarantonello, L. (2009). Brand experience: what is it? How is it measured? Does it affect loyalty? Journal of Marketing, 73(3), 52-68.
12. Bryne, B. M. (2001), Structural equation modeling with AMOS, EQS, and LISREL: Comparative approaches to testing for the factorial validity of a measuring instrument, International Journal of Testing, 1(1), 55-86.
13. Clark, M., Riley, M., Wilkie, E. & Wood, R. C. (1998). Researching and writing dissertations in tourism and hospitality. International Thomson Business Press, London.
14. Farias, S. A., Aguiar, E. C., & Melo, F. V. S. (2014). Store atmospherics and experiential marketing: A conceptual framework and research propositions for an extraordinary customer experience. International Business Research, 7(2), 87.
15. Dick, A. S. & Basu, K. (1994). Customer loyalty: toward an integrated conceptual framework. Journal of Academy of Marketing Sciences, 22, 99–113.
16. Driver, B. L. & Toucher, R. C. (1970). Toward a behavioral interpretation of recreation of planning. Element of Outdoor Recreation Planning, 9-31.
17. Fornell, C. (1992). A National customer satisfaction barometer: The Swedish experience, Journal of Marketing, 56(1), 6-21.
18. Fornell, C. & Larcker, D. F. (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error, Journal of Marketing Research, 18(1), 39-50.
19. Gentile, C., Spiller, N. & Noci, G. (2007). How to sustain the customer experience: An overview of experience components that co-create value with the customer. European Management Journal, 25(5), 395-410.
20. Getz. D. & Carlsen, J. (2008). Wine tourism among generations X and Y. Tourism 56(3), 257-270.
21. Gilmore J. H. & Pine, B. J. (2002). Differentiating hospitality operations via experiences: Why selling services is not enough. Cornell Hotel and Restaurant Administration Quarterly, 43(3), 87-96.
22. Ginevičius, R. & Gudačiauskas, D. (2004). Brand valuation model. Journal of Business Economics and Management, 5(3), 143-153.
23. Gültekin, B. (2010). Faydacı-Hedonik Güdüler, Göz Atma Ve Marka Bilinirliğinin Anlık Alışverişe Etkisine İlişkin Bir Model Önerisi, Yayınlanmamış Doktora Tezi, İşletme Ana Bilim Dalı, Sosyal Bilimler Enstitüsü, Hacettepe Üniversitesi, Ankara.
24. Güney, H. & Karakadılar, İ. (2015). Starbucks firmasının deneyimsel pazarlama uygulamalarının incelenmesi, İ.Ü. İşletme Fakültesi İşletme İktisadı Enstitüsü Yönetim Dergisi, 26, 131-155.
25. Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E. & Tatham, R. L. (2006). Multivariate Data Analysis, Pearson Prentice Hall. Upper Saddle River, New Joursey.
26. Hartman, K. B., & Spiro, R. L. (2005). Recapturing store image in customer-based store equity: a construct conceptualization. Journal of Business research, 58(8), 1112-1120.
27. Holbrook, M. B. & Hirschman, E. C. (1982). The Experiential Aspects of Consumption: Customer Fantasies, Feelings, And Fun. Journal of Consumer Research, 9(2),132-140.
28. Hosany, S. & Witham, M., (2010). Dimensions of cruisers’ experiences, satisfaction, and intention to recommend. Journal of Travel Research, 49(3), 351-364.
29. Jones, M. A., Mothersbaugh, D. L. & Beatty, S. E. (2000). Switching barriers and repurchase intentions in services. Journal of Retail, 76(2), 259-274.
30. Kandampully, J. & Suhartanto, D. (2000). Customer loyalty in the hotel industry: The role of customer satisfaction and image. International Journal of Contemporary Hospitality Management, 12(6), 346-351.
31. Kara, M. & Çiçek, B. (2015). Deneyimsel pazarlama ve satın alma karar sürecine etkisi: termal turizm sektöründe bir uygulama. Gümüşhane Üniversitesi Sosyal Bilimler Enstitüsü Elektronik Dergisi, 6(13), 177-200.
32. Karadeniz, M., Pektaş, G. Ö. E. & Topal, Y. K. (2013). The Effects Of Experiential Marketing And Service Quality On Customer Satisfaction And Costomer Loyalty At Shopping Centers. Journal of Naval Science and Engineering, 9(1), 46-66.
33. Kim, M. K., Park, M. C. & Jeong, D. H. (2004). The effects of customer satisfaction and switching barrier on customer loyalty in Korean mobile telecommunication services, Telecommunication Policy, 28(2), 145-159.
34. Kishka, J. (2003). How to manage the customer experience. Customer Management Magazine (July/August).
35. Kline, R. B. (1998). Software review: Software programs for structural equation modeling: Amos, EQS, and LISREL. Journal of psychoeducational assessment, 16(4), 343-364.
36. Knutson, B. J. & Beck, J. A. (2004). Identifying the dimensions of the experience construct: development of the model. Journal of Quality Assurance in Hospitality & Tourism, 4(3-4), 23-35.
37. Konuk, G. (2014). Deneyimsel Pazarlama, Detay Yayıncılık, Ankara.
38. Krippendorf, J. (2010). The Holiday Makers (Understanding the impact of leisure and travel),Butterworth Heinmann, Biritish Library.
39. Kursunluoglu, E. (2011). Customer service effects on customer satisfaction and customer loyalty: A field research in shopping centers in İzmir city-Turkey. International Journal of Business and Social Science, 2(17), 52-59.
40. Lasalle, D. & Britton, T. A. (2002). Priceless: Turning Ordinary Products into Extraordinary Experiences. Boston: Harvard Business School Press.
41. Lee, M. S., Hsiao, H. D. & Yang, M. F. (2010). The study of the relationships among experiential marketing, service quality, customer satisfaction and customer loyalty. International Journal of Organizational Innovation (Online), 3(2), 352-378.
42. Mcintosh, A. J. & Siggs, A. (2005). An exploration of the experiential nature of boutique accommodation. Journal of Travel Research, 44(1), 74-81.
43. McNickel, D. (2004). Hands on Brands: Feel Them, Do Them, Be Them. New Zealand Marketing Magazine, May, 10-15.
44. Myers, W. H. (2000). A structural equation model of family factors associated with adolescent depression. Yayınlanmamış doktora tezi, Memphis Üniversitesi.
45. Nadiri, H. & Gunay, G. N. (2013). An empirical study to diagnose the outcomes of customers’ experiences in trendy coffee shops. Journal of Business Economics and Management, 14(1), 22-53.
46. Nagasawa, S. (2008). Customer Experience Management Influencing on Human Kansei to Management of Technology. The TQM Journal, 20(4), 312-323.
47. Odabaşı, Y. (2004). Müşteri İlişkilerinden Müşteri Deneyimine; Starbucks Fal da Bakar mı? Sabah Business, 22, 12-13, http://yavuzodabasi.wordpress.com, Erişim: 10.03.2017.
48. Oh, H., Fiore, A. M. & Jeong, M. (2007). Measuring experience economy concepts: tourism applications. Journal of Travel Research, 46(2), 119-131.
49. Oliver, R. L. (1999). Whence consumer loyalty? Journal of Marketing, 63, (özel sayı), 33-44.
50. Pearson, N. (1996). Building brands directly: creating business value from customer relationships, Macmillan Business, 20(6), 68-82.
51. Peter, J. P. (1981). Construct Validity: A Review of Basic Issues and Marketing Practices. Journal of Marketing Research, XVIII, 133-145.
52. Petkus, E. (2004). Enhancing the application of experiential marketing in the arts. International Journal of Nonprofit and Voluntary Sector Marketing, 9(1), 49-56.
53. Pine, B. J. & Gilmore, J. H. (1998). Welcome to the experience economy. Harvard Business Review, 76, 97-105.
54. Pine, B. J. & Gilmore, J. H. (2011). The experience economy. Harvard Business Press.
55. Pine J., B. & Gilmore, J. H. (1999). The experience economy: work is theatre and every business a stage. Harvard Business School Press Boston, Massachusetts.
56. Rust, R. T., & Oliver, R. L. (2000). Should we delight the customer? Journal of the Academy of Marketing Science, 28(1), 86-94.
57. Quadri-Felitti, D. L. & Fiore, A. M. (2013). Destination loyalty: Effects of wine tourists’ experiences, memories, and satisfaction on intentions. Tourism and Hospitality Research, 13(1), 47-62.
58. Schermelleh-Engel, K., Moosbrugger, H. & Müller, H. (2003). Evaluating the fit of structural equation models: Tests of significance and descriptive goodness-of-fit measures. Methods of psychological research online, 8(2), 23-74.
59. Schmitt, B. H. (1999). Experiential marketing: How to get customers to sense, feel, think, act, and relate to your company and brands. New York: Free Press.
60. Schmitt, B. (2010). Experience Marketing: Concepts,Frameworks And Consumer Insights, 5(2), 55-112.
61. Shao, A. T. (2002). Marketing research. An Aid to Decision Making. Cincinnati.
62. Shook, C. L., Ketchen, D. J., Hult, G. T. M. & Kacmar, K. M. (2004). An assessment of the use of structural equation modeling in strategic management research. Strategic management journal, 25(4), 397-404.
63. Sirakaya-Turk, E., Ekinci, Y. & Martin, D. (2015). The efficacy of shopping value in predicting destination loyalty. Journal of Business Research, 68(9), 1878-1885.
64. Srinivasan, S. S., Anderson, R., & Ponnavolu, K. (2002). Customer loyalty in e-commerce: an exploration of its antecedents and consequences. Journal of retailing, 78(1), 41-50.
65. Sternberg, E. (1997). The iconography of the tourism experience. Annals of Tourism Research, 24(4), 951-969.
66. Stevens, J. P. (2012). Applied multivariate statistics for the social sciences. Routledge.
67. Şimşek, Ö. F. (2007). Yapısal eşitlik modellemesine giriş: Temel ilkeler ve LISREL uygulamaları. Ankara: Ekinoks.
68. T.C. Kültür ve Turizm Bakanlığı, (2017). Çevreye Duyarlı Konaklama Tesisleri, http://yigm.kulturturizm.gov.tr/TR,9579/turizm-tesisleri.html, adresinden erişildi. (Erişim Tarihi: 19.05.2017).
69. T.C. Kültür ve Turizm Bakanlığı, (2017). Turizm İşletmesi Belgeli Konaklama Tesislerine Çevreye Duyarlı Konaklama Tesisi Belgesi Verilmesine Dair Tebliğ, http://www.resmigazete. gov.tr/eskiler/2008/09/20080922-3.htm, adresinden erişildi. (Erişim Tarihi: 03.03.2017).
70. T.C. Kültür ve Turizm Bakanlığı, (2017). Yeşil Yıldız Simgesi, http://tuyup.turizm.gov.tr, adresinden erişildi. (Erişim tarihi: 31.05.2017).
71. TUYUP Turizm, (2017). Turizm Sektöründe İşverenlerin ve Çalışanların Uyum Yeteneklerinin Artırılması Projesi, http://tuyup.turizm.gov.tr/Pages/GreenStar.aspx? (Erişim Tarihi: 03.05.2017).
72. Tung, V. W. S. & Richie, J. R. B. (2011). Exploring the essence of memorable tourism experiences. Annals of Tourism Research, 48(4), 1367-1386.
73. Ulaga, W. & Eggert, A. (2006). Relationship value and relationship quality: Broadening the nomological network of business-to-business relationships. European Journal of marketing, 40(3/4), 311-327.
74. Uriely, N. (2005). The tourist experience: Conceptual developments. Annals of Tourism research, 32(1), 199-216.
75. Walter, A., Mueller, T. A., Helfert, G. & Wilson, D. T. (2002). Delivering relationship value: Key determinant for customers' commitment. (Retrieved March, 4, 2004).
76. Williams, A. (2006). Tourism and Hospitality Marketing: Fantasy, Feeling and Fun. International Journal of Contemporary Hospitality Management, 18(6) ,482-495.
77. Yang, C. C., Chen, P. S. & Chien, Y. H. (2014). Customer expertise, affective commitment, customer participation, and loyalty in B&B services. International Journal of Organizational Innovation, 6(4), 174-183.
78. Yuan, Y. & Wu, C. (2008). Relationships Among Experiential Marketing, Experiential Value and Customer Satisfaction. Journal of Hospitality & Tourism Research, 32(3), 387-410.
79. Zarem, J. E. (2000). Experience marketing. Folio: The Magazine for Magazine Management, 1(3), 28-32.
80. Zhang, Y. (2009). A study of corporate reputation’s influence on customer loyalty based on PLS-SEM model. International Business Research, 2(3), 28-35.
81. Zomerdijk, L. G. & Voss, C. A. (2010). Service design for experience-centric services. Journal of Service Research, 13(1), 67-82.
82. Zomerdijk, L. G. & Voss, C. A. (2011). NSD processes and practices in experiential services. Journal of product innovation management, 28(1), 63-80.