Algılanan Hizmet Kalitesinin Algılanan Değer ve Tutumsal Marka Sadakati Üzerindeki Etkisinin İncelenmesi: 5 Yıldızlı Sayfiye ve Şehir Otelleri Örneği

Yıl 2019, Cilt: 11 Sayı: 18, 693 - 726, 30.06.2019

Bülent Demirağ Yakup Durmaz

https://doi.org/10.26466/opus.542994

Cited By: 8

Öz

Marka sadakati ve marka sadakatinin öncülleri olarak kabul edilen kavramlar üzerine son dönemlerde gerçekleştirilen çalışmalar ve elde edilen sonuçlar konunun değişik sektörlerde incelenmesi yönünde bir fikir sunmaktadır. Bu çalışmanın amacı, algılanan hizmet kalitesinin algılanan değer ve tutumsal marka sadakati üzerindeki etkisinin incelenmesidir. Araştırmanın örneklemini Ankara ve Antalya illerinde beş yıldızlı sayfiye ve şehir otellerinde konaklayan 450 otel müşterisi oluşturmaktadır. Nicel araştırma yönteminin kullanıldığı bu araştırmada veri toplama tekniği olarak anket kullanılmıştır. Ankette; algılanan hizmet kalitesi, algılanan değer ve tutumsal marka sadakati değişkenlerini ölçmeye yönelik ifadelerin yanı sıra, turistlerin otel deneyimlerine ilişkin ifadeler ile demografik özelliklere ilişkin ifadelere yer verilmiştir. Toplanan veriler SPSS ve AMOS programlarıyla analiz edilmiştir. Elde edilen bulgular, algılanan hizmet kalitesinin boyutlarından empatinin algılanan değer ile ve algılanan hizmet kalitesinin boyutlarından heveslilik ve güvencenin tutumsal marka sadakati üzerinde etkisinin olduğu göstermiştir. Ayrıca algılanan değerin tutumsal marka sadakati üzerinde pozitif ve doğrudan bir etkisinin olduğunu yapılan analizler sonucunda tespit edilmiştir.

Anahtar Kelimeler

Algılanan hizmet kalitesi, Algılanan değer, Tutumsal marka sadakati, Şehir ve Sayfiye otelleri

Investigation of the Effects of Perceived Service Quality on Perceived Value and Attitude Brand Loyalty: Five-Star Resort and City Hotels Example

Öz

The recent studies on the concepts that are accepted as the forerunners of brand loyalty and loyalty, and the results obtained, provide an idea to examine the subject in different sectors.The aim of this study is to investigate the effect of perceived service quality on perceived value and attitudinal brand loyalty. The sample of the study consisted of 390 hotel customers staying in five stars hotels and city hotels in Ankara and Antalya. The questionnaire was used as a data collection technique in the study which was used quantitative research method. In addition to statements about perceived service quality, perceived value and attitude brand loyalty variables, surveys about hotel experiences and demographic characteristics were included in the survey. The collected data were analyzed with SPSS and AMOS programs. The findings show that empathy has an effect on perceived value of perceived quality of service, and on the attitudes of perceived quality of service and enthusiasm and assurance on attitude brand loyalty. In addition, it was determined that the perceived value had a positive and direct effect on attitude brand loyalty.

Anahtar Kelimeler

Perceived service quality, Perceived value, Attitudinal brand loyalty, Resort and city hotels

Kaynakça

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