MÜŞTERİ BAĞLILIĞI OLUŞUM SÜRECİNİN BİLİŞ DUYGU DAVRANIŞ MODELİ İLE İNCELENMESİ: OTEL İŞLETMELERİ ÜZERİNE BİR ARAŞTIRMA

Öz

The purpose of this study is to examine the formation process of customer loyalty in hotel businesses with the cognitive affective and conative framework. In this context, price fairness, technical and functional quality are considered as the cognitive process through which customers obtain information about the hotel. Consumption emotions formed by the obtained cognitions were considered as affective process. Customer loyalty constituted by the effect of cognition and emotions was also considered as behavioral intention. A research model was developed by supporting with existing studies and tested wit Partial Least Square (PLS) structural equation model. First, the convergent and discriminant validity of the model were examined and then the results were shown. As a result, it has been determined that price fairness, technical quality and functional quality effect the consumption emotions. In addition, it has been observed that consumption feelings have an effect on customer loyalty. Finally, recommendations developed within the scope of the findings were presented.

Anahtar Kelimeler

• Fiyat Adaleti
• Teknik Kalite
• Fonksiyonel Kalite
• Tüketim Duyguları
• Müşteri Bağlılığı
• Customer Loyalty

AN INVESTIGATION OF THE FORMATION PROCESS OF CUSTOMER LOYALTY WITH THE COGNITIVE AFFECTİVE AND CONATIVE FRAMEWORK: A RESEARCH ON HOTEL BUSINESSES

Öz

The purpose of this study is to examine the formation process of customer loyalty in hotel businesses with the cognitive affective and conative framework. In this context, price fairness, technical and functional quality are considered as the cognitive process through which customers obtain information about the hotel. Consumption emotions formed by the obtained cognitions were considered as affective process. Customer loyalty constituted by the effect of cognition and emotions was also considered as behavioral intention. A research model was developed by supporting with existing studies and tested wit Partial Least Square (PLS) structural equation model. First, the convergent and discriminant validity of the model were examined and then the results were shown. As a result, it has been determined that price fairness, technical quality and functional quality effect the consumption emotions. In addition, it has been observed that consumption feelings have an effect on customer loyalty. Finally, recommendations developed within the scope of the findings were presented.

Anahtar Kelimeler

• Price Fairness
• Technical Quality
• Functional Quality
• Consumption Emotions

Kaynakça

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