Gelir Yönetiminin Teknik Yetenekleri ile Firma Performansı Arasındaki İlişki

Yıl 2024, Cilt: 21 Sayı: 5, 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

• Akman Ö. (2003). Bir Stratejik Yönetim Sistemi olarak Dengelenmiş Skor Tablosu (Balanced Scorecard) Sistemi ve Sistemin İşletmelerde Uygulanmasına Ait Bir Örnek Olay, İstanbul Üniversitesi Sosyal Bilimler Enstitüsü, Yüksek Lisans Tezi, İstanbul.
• Armstrong, J. S. (2001). Principles of forecasting: A handbook for researchers and practitioners. Springer Science & Business Media.
• Bilgin, Y. (2017). Restoran işletmelerinde hizmet kalitesi, müşteri memnuniyeti ve müşteri sadakatinin ağızdan ağıza pazarlamaya etkisi. İşletme Araştırmaları Dergisi, 9(4), 33-62.
• Chiang, W., and Jang, S. (2007). The effects of perceived price and brand image on customer loyalty in the hotel industry. Journal of Hospitality & Leisure Marketing, 15(3), 77-96.
• Cohen, A. D. (1994). Assessing language ability in the classroom.
• Crystal, Roberts C. (2007). Revenue Management Performance Drıvers: An Empırıcal Analysıs in The Hotel Industry. Ph.D in the School of Georgia Tech College of Management, Georgia Institute of Technology, Atlanta.
• Dennis F. (2012). Polit. Nursing Research: Generating and Assessing Evidence for Nursing Practice, 9th edition. New Delhi: Lippincott Williams and Wilkins; 58–93.
• Dolnicar, S. (2008). Market segmentation in tourism. Tourism Management, 29(1), 44-58.
• Dursun, Y., and Kocagöz, E. (2010). Yapisal eşitlik modellemesi ve regresyon: karşilaştirmali bir analiz. Erciyes Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, (35), 1-17.
• El Haddad, R., Roper, A. and Jones, P. (2008). The impact of revenue management decisions on customers attitudes and behaviours: A case study of a leading UK budget hotel chain. EuroCHRIE 2008 Congress, Emirates Hotel School, Dubai, UAE, 11th-14th October.
• Enz, C. A., and Canina, L. (2010). The best of times, the worst of times: Differences in hotel performance following 9/11. Cornell Hospitality Quarterly, 51(3), 325-340.
• Field, A. (2009). Discovering statistics using SPSS (3rd. Edition). London: Sage
• Field, A. (2013). Discovering Statistics Using IBM SPSS Statistics (4th ed.). SAGE Publications.
• Folan, P., Browne, J., and Jagdev, H. (2007). Performance: Its meaning and content for today's business research. Computers in industry, 58(7), 605-620.
• Guadix J., Cortés,P. Onieva, L. and Muñuzuri, J. (2010),Technology revenue management system for customer groups in hotels, Journal of Business Research, . 63, 5, 519-527
• Gupta, S., and Zeithaml, V. (2006). Customer metrics and their impact on financial performance. Marketing science, 25(6), 718-739.
• Gür, Ç. and Yıldız M.S. (2016) Gelir Yönetimi Uygulamaları: Ankara'daki Otel İşletmelerinde Bir Araştırma. Düzce Üniversitesi Sosyal Bilimler Dergisi, 6(2), 15-36.
• Han, W., and Bai, B. (2022). Pricing research in hospitality and tourism and marketing literature: a systematic review and research agenda. International Journal of Contemporary Hospitality Management.
• Kalmuk, G. and Acar A.Z., (2015), The mediating role of organizational learning capability on the relationship between innovation and firm's performance: a conceptual framework Procedia - Social. Behav. Sci., ,164-169
• Karagöz, Y. (2016) SPSS 23 ve Amos 23 Uygulamalı İstatistiksel Analizler. Ankara: Nobel Akademik Yayıncılık.
• Kline, R.B. (2011). Principles and practice of structural equation modeling. New York: The Guilford Press.
• Kotler, P., and Keller, K. L. (2012). Marketing management (14th ed.). Prentice Hall.
• Kimes, S. E. and Wirtz, J. (2003). Has revenue management become acceptable? Findings from an international study on the perceived fairness of rate fences. Journal of Service Research, 6(2), 125- 135
• Kotler, P., Armstrong, G., Saunders, J. and Wong, V. (2001). Principles of Marketing, 2nd edition, Corporate Communications: An International Journal, Vol. 6 No. 3, pp. 164-165
• Koyuncuoglu, M., Okyay, E., Saatli, B., Olgan, S., Akin, M., and Saygili, U. (2012). Tumor budding and E-Cadherin expression in endometrial carcinoma: are they prognostic factors in endometrial cancer?. Gynecologic oncology, 125(1), 208-213.
• Matsuoka, K. ,(2022). Effects of revenue management on perceived value, customer satisfaction, and customer loyalty, Journal of Business Research,148,131-148,
• Mithas, S., Tafti, A., and Mitchell, W. (2013). How a Firm's Competitive Environment and Digital Strategic Posture Influence Digital Business Strategy. MIS Q., 37, 511-536.
• Monroe, K.B. (2003). Pricing: Making Profitable Decisions. 3rd Edition, McGraw-Hill/Irwin, Boston, London.
• Nakip, M. (2006). Pazarlama Araştırmaları Teknikler Ve (Spss Destekli) Uygulamalar, Seçkin Yayıncılık, Ankara
• Nishantha D. S. P., Silva D., and Chinna, K. (2019).An Exploratory Factor Analysıs On Varıables Affectıng The Profıtabılıty Of Srı Lankan Local Commercıal Banks, European Journal of Management and Marketing Studies, 4(3),64-74.
• Öncü, M. A., and Kethüda, Ö. (2012). Otel İşletmelerinin Dağıtım Kanalı Bağımlılık Düzeyine Göre Performanslarının Değerlendirilmesi, Seyahat ve Otel İşletmeciliği Dergisi, 9(1).
• Pallant, J. (2013). SPSS survival manual: A step by step guide to data analysis using IBM SPSS (5. Baskı). UK: McGraw-Hill Education.
• Pereira-Moliner, J., Font, X., Tarí, J. J., Molina-Azorín, J. F., and López-Gamero, M. D. (2016). "The holy grail: Environmental management, competitive advantage and business performance in the Spanish hotel industry." International Journal of Contemporary Hospitality Management, 28(5), 958-978.
• Phillips, R. (2005). Pricing and Revenue Optimization. Stanford University Press, Stanford, CA.
• Preslan, L., and Newmark, E. (2004). Price management: How the leaders succeed. AMR Research.
• Robbins, S.P. (1987). Organizational Theory: Structure, Design, and Application. San Diego: Prentice-Hall.
• Stratman, J. K., and Roth, A. V. (2002). Enterprise Resource Planning (ERP) Competence Constructs: Two-Stage Multi-Item Scale Development and Validation. Decision Sciences, 33, 601-628.
• Subying, C. and Yoopetch, C. A. (2023). Bibliometric Review of Revenue Management in the Tourism and Hospitality Industry, 1989–2021. https://doi.org/10.3390/ su152015089
• Suyatno, A., Arief, S., Asir, M., Anwar, M.A., and Sanusi, M. (2023). Penerapan Strategi Segmenting dan Targeting dalam meningkatkan Kinerja Pemasaran: Literatur review. Journal of Economic, Bussines and Accounting (COSTING).
• Şahin, S. and Taşkesen, Ş. (2022). International Journal of Business Science & Application,. Vol. 2, No. 2, (2022), pp. 147-164
• Tabachnick, B. G., and Fidell, L. S. (2007). Using multivariate statistics (5th ed.). Boston, MA: Allyn & Bacon
• Tabachnick, B. G., and Fidell, L. S. (2013). Using multivariate statistics (6th ed.). Pearson Education.
• Töytäri, P., Keränen, J., and Rajala, R. (2017). Value-based selling: An organizational capability perspective. Industrial Marketing Management, 66, 84-98.
• Talluri, K. T., Van Ryzin, G., and Van Ryzin, G. (2004). The theory and practice of revenue management (Vol. 1). Boston: Kluwer Academic Publishers.
• Taouab, O. and Zineb I. (1987). Firm performance: Definition and measurement models. European Scientific Journal,15.(1),93-106.
• TÜİK, (2020). Turizm İstatistikleri, IV.Çeyrek: Ekim-Aralık ve Yıllık, Türkiye İstatistik Kurumu
• Voelker, K. E., Rakich, J. S., and French, G. R. (2001). The balanced scorecard in healthcare organizations: a performance measurement and strategic planning methodology. Hospital topics, 79(3), 13-24.
• Vorhies, D.W. and Morgan, N.A. (2005). “Benchmarking Marketing Capabilities for Sustainable Competitive Advantage”, Journal of Marketing, 69 (1): 80-94
• Weatherford, L. R., and Kimes, S. E. (2003). A comparison of forecasting methods for hotel revenue management. International Journal of Forecasting, 19(3), 401-415.
• Wirtz, D., Kruger, J., Scollon, C. N., and Diener, E. (2003). What to Do on Spring Break? Psychological Science, 14(5), 520–524.
• Yaşlıoğlu, M.M (2017). Sosyal Bilimlerde Faktör Analizi ve Geçerlilik: Keşfedici ve Doğrulayıcı Faktör Analizlerinin Kullanılması, Istanbul University Journal of the School of Business, 46, 76-85
• Zhang, X., and Si, S. (2022). "Demand forecasting and operational performance: An empirical study on supply chain performance." International Journal of Production Economics, 247, 108420.
• Zhou, P., Kim L. P., and Beng W. A. (2007): A non-radial DEA approach to measuring environmental performance. European journal of operational research, 178.11-9.