Gelir Yönetiminin Teknik Yetenekleri ile Firma Performansı Arasındaki İlişki

Yıl 2024, , 341 - 361, 15.10.2024

Fırat Atbaş , Mehmet Selami Yıldız

https://doi.org/10.26466/opusjsr.1528229

Öz

Çalışma, otel sektörüne odaklanarak gelir yönetimi teknik yetenekleri ile firma performansı arasındaki ilişkiyi araştırmaktadır. Pazar segmentasyonu, talep tahmini, kapasite tahsisi ve bilgi teknolojisinin firma ve pazarlama performansı üzerindeki etkisine ilişkin hipotezler formüle etmektedir. Araştırma, otel yöneticilerinden bilgi toplamak için anket tabanlı bir veri toplama süreci kullanmaktadır ve güvenilirliği sağlamak için çalışmanın ölçekleri uyarlanmış ve doğrulanmıştır. Bulgular, pazar segmentasyonu ile finansal performans arasında önemli ilişkiler ortaya koyarak otellere operasyonlarını optimize etmeleri ve rekabet avantajlarını artırmaları için içgörüler sağlamaktadır. Ancak çalışma, örneklem büyüklüğü kısıtlamaları ve verilerin kesitsel yapısı gibi sınırlamaları kabul etmekte, bu sınırlamaların üstesinden gelmek ve otel sektöründe finansal ve pazarlama performansını etkileyen diğer faktörleri araştırmak için gelecekteki araştırma yönlerini önermektedir.

Anahtar Kelimeler

Gelir Yönetimi, Firma Performansı, Otel Yönetimi, Teknik Yetenekler.

The Relationship between the Technical Capabilities of Revenue Management and Firm Performance

Öz

The study investigates the relationship between revenue management technical capabilities and firm performance, focusing on the hotel industry. It formulates hypotheses regarding the impact of market segmentation, demand forecasting, capacity allocation, and information technology on firm and marketing performance. The research employs a questionnaire-based data collection process to gather information from hotel managers, and the study's scales are adapted and validated to ensure reliability. The findings reveal significant relationships between market segmentation and financial performance, providing insights for hotels to optimize their operations and enhance their competitive edge. However, the study acknowledges limitations such as sample size constraints and the cross-sectional nature of the data, Proposing future research directions to overcome these limitations and investigate other factors affecting financial and marketing performance in the hotel sector.

Anahtar Kelimeler

Revenue Management, Firm Performance, Hotel Management, Technical Capabilities.

Kaynakça

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