Turistlerin Seyahat Davranışlarında Akış Deneyiminin Amerikan Müşteri Memnuniyeti Endeksi (ACSI) Modeli ile Uyumlaştırılması

Öz

Bu araştırma, akış deneyimini ACSI modeli ile ilişkilendirmek amacıyla yapılmıştır. Çalışma, Türk Hava Yolları ile seyahat eden turistler üzerinde gerçekleştirilmiştir. Veriler, 368 gönüllü katılımcıdan anket formu kullanılarak toplanmıştır. Hipotezler PLS-SEM yöntemiyle test edilmiştir. Müşteri beklentisi ve algılanan değer, akış deneyimini anlamlı şekilde etkilememiştir. Algılanan kalite, akış deneyimini anlamlı şekilde etkilemiştir. Ayrıca, akış deneyimi müşteri memnuniyetini anlamlı şekilde etkilemiştir. Bulgular, ACSI modeli kapsamında akış deneyiminin anlaşılmasına katkı sağlamakta ve kritik çıkarımlar sunmaktadır.

Anahtar Kelimeler

• Amerikan Müşteri Memnuniyeti İndeksi
• ACSI
• Akış Deneyimi
• Seyahat
• PLS-SEM

Alignment of Flow Experience in Tourists' Travel Behavior with the American Customer Satisfaction Index (ACSI) Model

Öz

This research was conducted to connect the flow experience with the ACSI model. The study was conducted with tourists traveling on Turkish Airlines. Data were collected from 368 voluntary participants using a survey form. Hypotheses were tested with PLS-SEM. Customer expectation and perceived value did not significantly affect the flow experience. Perceived quality significantly affected the flow experience. Additionally, the flow experience significantly affected customer satisfaction. Results contribute to understanding the flow experience within the ACSI model and offer critical implications.

Anahtar Kelimeler

• American Customer Satisfaction Index
• ACSI
• Flow Experience
• Travel
• PLS-SEM

Kaynakça

1. Aboelmaged, M. G. (2018). Predicting the success of Twitter in healthcare: A synthesis of perceived quality, usefulness and flow experience by healthcare professionals. Online Information Review, 42(6), 898–922.
2. Adam, I. (2015). Backpackers' risk perceptions and risk reduction strategies in Ghana. Tourism Management, 49, 99–108.
3. Anderson, E. W., & Fornell, C. (2000). Foundations of the American Customer Satisfaction Index. Total Quality Management, 11(7), 869–882.
4. Angelova, B., & Zekiri, J. (2011). Measuring customer satisfaction with service quality using American Customer Satisfaction Model (ACSI Model). International Journal of Academic Research in Business and Social Sciences, 1(3), 232–258.
5. Anton, C., Camarero, C., & Laguna-Garcia, M. (2017). Towards a new approach of destination loyalty drivers: Satisfaction, visit intensity and tourist motivations. Current Issues in Tourism, 20(3), 238–260.
6. Ayazlar, R. A., & Yuksel, A. (2018). Flow experience paragliding: Effects on experience and life satisfaction. Tourism Analysis, 23(4), 461–473.
7. Bezerra, G. C. L., & Gomes, C. F. (2020). Antecedents and consequences of passenger satisfaction with the airport. Journal of Air Transport Management, 83, 101766.
8. Bilgihan, A., Okumus, F., Nusair, K., & Bujisic, M. (2014). Online experiences: Flow theory, measuring online customer experience in e-commerce and managerial implications for the lodging industry. Information Technology and Tourism, 14(1), 49–71.

9. Canalejo, A. M. C., & del Río, J. A. J. (2018). Quality, satisfaction and loyalty indices. Journal of Place Management and Development, 11(4), 428–446.
10. Chang, Y. P., & Zhu, D. H. (2012). The role of perceived social capital and flow experience in building users' continuance intention to social networking sites in China. Computers in Human Behavior, 28(3), 995–1001.
11. Chen, J. V., Htaik, S., Hiele, T. M., & Chen, C. (2017). Investigating international tourists' intention to revisit Myanmar based on need gratification, flow experience and perceived risk. Journal of Quality Assurance in Hospitality & Tourism, 18(1), 25–44.
12. Cheng, W. W., Wang, S. W., Liu, X. F., Wu, Y. Y., Cheng, J., Sun, W. C., Yan, X. F., Wang, Q., Peng, L. A., Liu, X. L., Sha, T. T., Shi, J. C., & Yang, F. (2022). Construction and validation of a revised satisfaction index model for the Chinese urban and rural resident-based basic medical insurance scheme. BMC Medical Informatics and Decision Making, 22(1), 161.
13. Choi, K. S., W. H. Cho, S. Lee, H. Lee, & Kim, C. (2004). The relationships among quality, value, satisfaction and behavioral intention in health care provider choice: A South Korean study. Journal of Business Research, 57(8), 913–921.
14. Chu, X. N., & Wen, T. (2021). The impact of flow experience on perceived value and user stickiness: Taking competitive games as an example. International Journal of Innovative Computing, Information and Control, 17(5), 1775–1790.
15. Chua, Y. P. (2022). A step-by-step guide PLS-SEM data analysis using SmartPLS 4. Researchtree Education. Cohen, J. (1992). Statistical power analysis. Current Directions in Psychological Science, 1(3), 98–101.
16. Coye, R. W. (2004). Managing customer expectations in the service encounter. International Journal of Service Industry Management, 15(1), 54–71.
17. Csikszentmihalyi, M. (1990). Flow: The psychology of optimal experience. Harper Perennial. Csikszentmihalyi, M., & Csikszentmihalyi, I. S. (1992). Optimal experience: Psychological studies of flow in consciousness. Cambridge University Press.
18. Cuevas, L., Lyu, J., & Lim, H. (2021). Flow matters: Antecedents and outcomes of flow experience in social search on Instagram. Journal of Research in Interactive Marketing, 15(1), 49–67.
19. Dani, V. (2013, February 22–23). Measuring customer satisfaction for F&B chains in Pune using ACSI Model [Paper presentation]. International Conference on Trade, Markets and Sustainability (ICTMS), Pune, India.
20. DeMatos, N. M. D., de Sa, E. S., & Duarte, P. A. D. (2021). A review and extension of the flow experience concept: Insights and directions for tourism research. Tourism Management Perspectives, 38, 100802.
21. deMatos, N. M. D., Duarte, P. A. D., & de Sa, E. S. (2023). Once-in-a-lifetime leisure experiences (OLLE): The role of flow, novelty, and interpersonal interaction on tourists' satisfaction and memories. Journal of Vacation Marketing. Advance online publication.
22. Deng, W. J., Yeh, M. L., & Sung, M. L. (2013). A customer satisfaction index model for international tourist hotels: Integrating consumption emotions into the American Customer Satisfaction Index. International Journal of Hospitality Management, 35, 133–140.
23. Ding, D. X., Hu, P. J. H., Verma, R., & Wardell, D. G. (2010). The impact of service system design and flow experience on customer satisfaction in online financial services. Journal of Service Research, 13(1), 96–110.
24. Ding, L. P., Shi, Y., He, C. C., Dai, Q. Y., Zhang, Z. M., Li, J. X., & Zhou, L. (2021). How does satisfaction of solar PV users enhance their trust in the power grid? Evidence from PPAPs in rural China. Energy, Sustainability and Society, 11(1), 22.
25. Dong, W. W., Wang, Y. Q., & Qin, J. (2023). An empirical study on impulse consumption intention of livestreaming e-commerce: The mediating effect of flow experience and the moderating effect of time pressure. Frontiers in Psychology, 13, 1076610.
26. Fornell, C. (1992). A national customer satisfaction barometer: The Swedish experience. Journal of Marketing, 56(1), 6–21.
27. Fornell, C., Johnson, M. D., Anderson, E. W., Cha, J., & Bryant, B. E. (1996). The American Customer Satisfaction Index: Nature, purpose, and findings. Journal of Marketing, 60(4), 7–18.
28. Goker, G. (2022). Flow experience study for outdoor recreation: Ilgaz ski area case study. Journal of Tourism and Services, 13(25), 45–68.
29. Gronholdt, L., Martensen, A., & Kristensen, K. (2000). The relationship between customer satisfaction and loyalty: Cross-industry differences. Total Quality Management, 11(4-6), S509–S514.
30. Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2009). Multivariate data analysis. Prentice-Hall.
31. Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2–24.
32. Hallak, R., Assaker, G., & El-Haddad, R. (2018). Re-examining the relationships among perceived quality, value, satisfaction, and destination loyalty: A higher-order structural model. Journal of Vacation Marketing, 24(2), 118–135.
33. Hapsari, R., Clemes, M., & Dean, D. (2015, October 5–6). The mediating role of perceived value on the relationship between service quality and customer satisfaction: Evidence from Indonesian airline passengers [Paper presentation]. 7th International Economics and Business Management Conference (IEBMC), Kuantan, Malaysia.
34. Hsu, C. L., Chang, K. C., & Chen, M. C. (2012). Flow experience and internet shopping behavior: Investigating the moderating effect of consumer characteristics. Systems Research and Behavioral Science, 29(3), 317–332.
35. Hsu, S. H. (2008). Developing an index for online customer satisfaction: Adaptation of American Customer Satisfaction Index. Expert Systems with Applications, 34(4), 3033–3042.
36. Hult, G. T. M., Morgeson, F. V., Morgan, N. A., Mithas, S., & Fornell, C. (2017). Do managers know what their customers think and why? Journal of the Academy of Marketing Science, 45(1), 37–54.
37. Hult, G. T. M., Sharma, P. N., Morgeson, F. V., & Zhang, Y. F. (2019). Antecedents and consequences of customer satisfaction: Do they differ across online and offline purchases? Journal of Retailing, 95(1), 10–23.
38. Hyun, H., Thavisay, T., & Lee, S. H. (2022). Enhancing the role of flow experience in social media usage and its impact on shopping. Journal of Retailing and Consumer Services, 65, 102492.
39. Jeong, J. Y., Parks, J., & Hyun, H. (2019). The role of emotional service expectation toward perceived quality and satisfaction: Moderating effects of deep acting and surface acting. Frontiers in Psychology, 10, 321.
40. Kang, J. W., Lee, H., & Namkung, Y. (2018). The impact of restaurant patrons' flow experience on SNS satisfaction and offline purchase intentions. International Journal of Contemporary Hospitality Management, 30(2), 797–816.
41. Karasakal, S., & Albayrak, T. (2022). How to create flow experience during travel: The role of destination attributes. Journal of Vacation Marketing, 28(3), 303–318.
42. Kazancoglu, I., & Demir, B. (2021). Analysing flow experience on repurchase intention in e-retailing during COVID-19. International Journal of Retail & Distribution Management, 49(11), 1571–1593.
43. Kiili, K., Perttula, A., Lindstedt, A., Arnab, S., & Suominen, M. (2014). Flow experience as a quality measure in evaluating physically activating collaborative serious games. International Journal of Serious Games, 1(3), 35–49.
44. Kim, D., & Ko, Y. J. (2019). The impact of virtual reality (VR) technology on sport spectators' flow experience and satisfaction. Computers in Human Behavior, 93, 346–356.
45. Kim, M., & Thapa, B. (2018). Perceived value and flow experience: Application in a nature-based tourism context. Journal of Destination Marketing & Management, 8, 373–384.
46. Kim, S. H., Cha, J., Singh, A. J., & Knutson, B. (2013). A longitudinal investigation to test the validity of the American Customer Satisfaction Model in the US hotel industry. International Journal of Hospitality Management, 35, 193–202.
47. Kuo, N. T., Chang, K. C., Cheng, Y. S., & Lin, J. C. (2016). Effects of tour guide interpretation and tourist satisfaction on destination loyalty in Taiwan's Kinmen battlefield tourism: Perceived playfulness and perceived flow as moderators. Journal of Travel & Tourism Marketing, 33, 103–122.
48. Li-Hua, Y. (2012). Customer satisfaction antecedents within service recovery context: Evidences from "Big 4" banks in China. Nankai Business Review International, 3(3), 284–301.
49. Lin, C. H., & Lekhawipat, W. (2014). Factors affecting online repurchase intention. Industrial Management & Data Systems, 114(4), 597–611.
50. Liu, D. P., & Zhang, H. (2021). Developing a new model for understanding teacher satisfaction with online learning. SAGE Open, 11(3), 21582440211036564.
51. Mannell, R. C., & Isoahola, S. E. (1987). Psychological nature of leisure and tourism experience. Annals of Tourism Research, 14(3), 314–331.
52. Morgeson, F. V., Hult, G. T. M., Sharma, U., & Fornell, C. (2023). The American Customer Satisfaction Index (ACSI): A sample dataset and description. Data in Brief, 48, 109123.
53. Moslehpour, M., Wong, W. K., Lin, Y. H., & Nguyen, T. L. H. (2018). Top purchase intention priorities of Vietnamese low cost carrier passengers: Expectations and satisfaction. Eurasian Business Review, 8(4), 371–389.
54. Muskat, B., Hortnagl, T., Prayag, G., & Wagner, S. (2019). Perceived quality, authenticity, and price in tourists' dining experiences: Testing competing models of satisfaction and behavioral intentions. Journal of Vacation Marketing, 25(4), 480–498.
55. Nakamura, J., & Csikszentmihalyi, M. (2009). Flow theory and research. In C. R. Snyder & S. J. Lopez (Eds.), Oxford handbook of positive psychology (pp. 195–206). Oxford University Press.
56. Nazi, K. M. (2010). Veterans' voices: Use of the American Customer Satisfaction Index (ACSI) survey to identify My HealtheVet personal health record users' characteristics, needs, and preferences. Journal of the American Medical Informatics Association, 17(2), 203–211.
57. Obada, D. R. (2014, April 10–12). Online flow experience and perceived quality of a brand website: InPascani.ro case study [Paper presentation]. 4th International Conference on Logos University Mentality Education Novelty (LUMEN), Iasi, Romania.
58. Ofori, K. S., Anyigba, H., Adeola, O., Chai, J. W., Osakwe, C. N., & David-West, O. (2022). Understanding post-adoption behaviour in the context of ride-hailing apps: The role of customer perceived value. Information Technology & People, 35(5), 1540–1562.
59. Park, S., Hahn, S., Lee, T., & Jun, M. J. (2018). Two factor model of consumer satisfaction: International tourism research. Tourism Management, 67, 82–88.
60. Park, Y., Ko, E., & Do, B. (2023). The perceived value of digital fashion product and purchase intention: The mediating role of the flow experience in metaverse platforms. Asia Pacific Journal of Marketing and Logistics. Advance online publication.
61. Pitt, L. F., & Jeantrout, B. (1994). Management of customer expectations in-service firms: A study and a checklist. Service Industries Journal, 14(2), 170–189.
62. Qin, Z., & Chen, P. K. (2022). Enhancing the resilience of sustainable supplier management through the combination of win‒win lean practices and auditing mechanisms—An analysis from the resource-based view. Frontiers in Environmental Science, 10, 962008.
63. Romero-Subia, J. F., del Rio, J. A. J., Ochoa-Rico, M. S., & Vergara-Romero, A. (2023). The disparity between urban and rural areas in citizen satisfaction with local public services. TEM Journal, 12(1), 275–284.
64. Suhartanto, D., Brien, A., Primiana, I., Wibisono, N., & Triyuni, N. N. (2020). Tourist loyalty in creative tourism: The role of experience quality, value, satisfaction, and motivation. Current Issues in Tourism, 23(7), 867–879.
65. Sun, K. A., & Kim, D. Y. (2013). Does customer satisfaction increase firm performance? An application of American Customer Satisfaction Index (ACSI). International Journal of Hospitality Management, 35, 68–77.
66. Tse, D. C. K., Nakamura, J., & Csikszentmihalyi, M. (2022). Flow experiences across adulthood: Preliminary findings on the continuity hypothesis. Journal of Happiness Studies, 23(6), 2517–2540.
67. Wu, C. H. J., & Liang, R. D. (2011). The relationship between white-water rafting experience formation and customer reaction: A flow theory perspective. Tourism Management, 32(2), 317–325.
68. Xie, Q. H., Xie, X., & Guo, S. W. (2022). The factors influencing public satisfaction with community services for COVID-19: Evidence from a highly educated community in Beijing. International Journal of Environmental Research and Public Health, 19(18), 11467.
69. Xu, Y., Wang, Y. X., Khan, A., & Zhao, R. L. (2021). Consumer flow experience of senior citizens in using social media for online shopping. Frontiers in Psychology, 12, 730605.
70. Xue, L., & Yang, C. (2008). An exploratory study of customer satisfaction based on ACSI model [Master's thesis, University of Gävle]. University of Gävle Repository.
71. Yapp, E. H. T., & Yeap, J. A. L. (2023). Assessing the determinants of customer-perceived value and customer satisfaction in e-hailing services: An Importance-Performance Matrix Analysis (IPMA) approach. Cogent Business & Management, 10(1), 2184511.
72. Yilmaz, V., Ari, E., & Oguz, Y. E. (2021). Measuring service quality of the light rail public transportation: A case study on Eskisehir in Turkey. Case Studies on Transport Policy, 9(2), 974–982.
73. Yu, C. M. J., Wu, L. Y., Chiao, Y. C., & Tai, H. S. (2005). Perceived quality, customer satisfaction, and customer loyalty: The case of Lexus in Taiwan. Total Quality Management & Business Excellence, 16(6), 707–719.
74. Zhan, F. P., Luo, W. W., & Luo, J. Y. (2020). Exhibition attachment: Effects on customer satisfaction, complaints and loyalty. Asia Pacific Journal of Tourism Research, 25(6), 668–681.
75. Zhang, J. X., Wang, J. Q., Min, S. D., Chen, K. K., & Huang, H. Y. (2016). Influence of curriculum quality and educational service quality on student experiences: A case study in sport management programs. Journal of Hospitality, Leisure, Sport & Tourism Education, 18, 81–91.
76. Zhang, S. N., Li, Y. Q., Liu, C. H., & Ruan, W. Q. (2019). How does authenticity enhance flow experience through perceived value and involvement: The moderating roles of innovation and cultural identity. Journal of Travel & Tourism Marketing, 36(6), 711–729.
77. Zhou, B., Xiong, Q. H., Liu, S. Y., Wang, L. E., Li, P., & Ryan, C. (2023). Tourist satisfaction with online car-hailing: Evidence from Hangzhou City, China. Current Issues in Tourism, 26(16), 2708–2726.
78. Zielke, S. (2014). Shopping in discount stores: The role of price-related attributions, emotions and value perception. Journal of Retailing and Consumer Services, 21(3), 327–338.