Antecedents of Customer Loyalty in Mobile Hotel Reservation Applications

Yıl 2024, Cilt: 21 Sayı: 1, 5 - 16, 31.01.2024

Görkem Erdoğan

https://doi.org/10.26466/opusjsr.1288512

Öz

This study aims to identify the determinants of customer loyalty in mobile hotel booking applications (MOHOREAPP) in Turkey. The research developed a model integrating variables such as performance expectancy, trust, social influence, customer satisfaction, convenience, compatibility, perceived risk, and loyalty, which was examined using structural equation modeling. A survey was conducted, and data were collected from 511 MOHOREAPP users across Turkey. The results indicate that performance expectancy and trust have a significant relationship with MOHOREAPP customer satisfaction. It was found that performance expectancy and trust have a positive and significant effect on loyalty. Additionally, customer satisfaction, convenience, and compatibility have a positive effect on loyalty, while perceived risk has been identified to have a negative effect on loyalty. These findings provide important insights for companies developing mobile hotel booking applications, highlighting the areas to focus on to increase customer loyalty. Consequently, this study makes a critical contribution to understanding the factors that influence the loyalty of MOHOREAPP users and in shaping customer relationship strategies

Anahtar Kelimeler

Loyalty, Mobile Hotel Reservation Applications, Mobile Commerce, Hospitality

Mobil Otel Rezervasyon Uygulamalarında Müşteri Sadakatinin Öncülleri

Öz

Bu çalışma, Türkiye'deki mobil otel rezervasyon uygulamaları (MOHOREAPP) üzerinden müşteri sadakatinin neye bağlı olduğunu keşfetmeyi amaçlamaktadır. Araştırmada, müşteri sadakatinin oluşumunda etkili olduğu düşünülen performans beklentisi, güven, sosyal etki, müşteri memnuniyeti, uygunluk, uyumluluk ve algılanan risk gibi değişkenleri içeren bir model geliştirilmiştir. Bu model, yapısal eşitlik modellemesi yöntemiyle detaylı bir şekilde incelenmiştir. Türkiye genelinde yapılan anket çalışmasıyla, 511 MOHOREAPP kullanıcısından elde edilen veriler analiz edilmiştir. Araştırma sonuçları, performans beklentisi ve güven unsurlarının müşteri memnuniyeti ile güçlü bir ilişkiye sahip olduğunu ortaya koymuştur. Bu iki faktörün, müşteri sadakatini önemli ölçüde etkilediği ve sadakat üzerinde pozitif bir etki yarattığı görülmüştür. Ayrıca, müşteri memnuniyetinin, uygunluğun ve uyumluluğun da müşteri sadakati üzerinde olumlu bir etkisi olduğu, buna karşılık algılanan riskin ise sadakat üzerinde olumsuz bir etkiye sahip olduğu tespit edilmiştir. Bu bulgular, mobil otel rezervasyon uygulamalarını geliştiren şirketler için, müşteri sadakatini artırmak adına odaklanmaları gereken alanları belirlemekte önemli bir kaynak teşkil etmektedir. Sonuç olarak, bu çalışma, MOHOREAPP kullanıcılarının sadakatini etkileyen faktörleri anlamada ve müşteri ilişkileri stratejilerini şekillendirmede kritik bir katkı sağlamaktadır

Anahtar Kelimeler

Sadakat, Mobil Otel Rezervasyon Uygulamaları, Mobil Ticaret, Konaklama

Kaynakça

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