Theoretical Online Customer Satisfaction Model in Hotels as SMEs (MunicipalityLicenced and One to Three Star Hotels): Example of Ortaca Hürpedal Bike Festival

Yıl 2018, , 162 - 182, 30.04.2018

Onur Akbulut , Yakın Ekin

https://doi.org/10.24010/soid.415355

Öz

It is vital for the businesses in tourism sector to keep up with the requirements of information age. The aim of this study is to measure customer satisfaction of domestic consumers realizing their stay through online reservation and comment networks of accommodation establishments. Within this scope, overnight staying domestic visitors of Sarıgerme as the participants of Second Hürpedal Ortaca Bike Festival were determined as the population of the study. Fundamental reason to such a sample selection is to determine the sample from a certain population. In this study, the theoretical customer satisfaction model was applied to domestic customers staying in small and medium sized hotels via online booking and comment networks. Totally, 227 questionnaires were analyzed through using LISREL program. The model of electronic word of mouth (E-WOM), hotel service quality, customer satisfaction and electronic customer loyalty was tested by structural equation modelling. As a result of the study, it was found that there exists a positive relationship between E-WOM and customer staifaction perception. Service quality and customer satisfaction had also positive relationship. Another finding as a positive relationship was between satisfaction perceptions and customer loyalty dimensions. 

Anahtar Kelimeler

Small and Medium-Sized Enterprises (SMEs), Electronic Word of Mouth (E-WOM), Service Quality, Customer Satisfaction, Electronic Customer Satisfaction, Satisfaction Indices

KOBİ Kapsamındaki Konaklama İşletmelerinde (Belediye Belgeli ve 1, 2, 3 Yıldızlı Konaklama İşletmeleri) Kuramsal Çevrimiçi Müşteri Memnuniyeti: Ortaca Hürpedal Festivali Örneği

Öz

Turizm sektöründeki
işletmeler için bilgi çağının gerekliliklerine ayak uydurmak hayati bir öneme
sahiptir. Bu araştırmanın amacı KOBİ kapsamındaki konaklama işletmelerinde
çevrimiçi rezervasyon ve yorum ağları aracılığıyla konaklayan yerli
müşterilerin memnuniyetinin ölçülmesidir. Bu amaçla kontrol değişkenini sabit
tutmak ve örneklem alma amacıyla 11-14 Mayıs 2017 tarihlerinde düzenlenen 2.
Hürpedal Ortaca Bisiklet Festivali’nde Sarıgerme’de yer alan 18 konaklama
işletmesinde konaklayan katılımcılar araştırma evreni olarak belirlenmiştir.
Elde edilen 227 anket LISREL programı kullanılarak analiz edilmiştir. Yapısal
Eşitlik Modellemesi ile elektronik ağızdan ağza iletişim (electronic word of
mouth-E-WOM), konaklama işletmesinin hizmet kalitesi, müşteri memnuniyeti ve
elektronik müşteri sadakati değişkenlerinden oluşan model test edilmiştir.
Yapılan analizler sonucunda elektronik ağızdan ağza iletişim ile müşteri
memnuniyeti algıları arasında pozitif ilişki tespit edilmiştir. Ayrıca tesis
çalışanlarının sunduğu hizmet kalitesi ve müşteri memnuniyeti algıları arasında
olumlu bir ilişki belirlenmiştir. Memnuniyet algıları ve müşteri sadakati
algıları da aralarında pozitif ilişki görülen diğer konulardır.

Anahtar Kelimeler

KOBİ, Elektronik Ağızdan Ağza İletişim (E-WOM), Hizmet Kalitesi, Müşteri Memnuniyeti, Elektronik Müşteri Sadakati, Memnuniyet İndeksleri.

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