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

Onur Akbulut; Yakın Ekin

doi:10.24010/soid.415355

EN TR

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

Abstract

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.

Keywords

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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Ayrıntılar

Birincil Dil

Türkçe

Konular

-

Bölüm

Araştırma Makalesi

Yazarlar

Onur Akbulut
0000-0002-1392-243X

Yakın Ekin Bu kişi benim
0000-0001-6434-6316

Yayımlanma Tarihi

30 Nisan 2018

Gönderilme Tarihi

20 Haziran 2017

Kabul Tarihi

15 Kasım 2017

Yayımlandığı Sayı

Yıl 2018 Cilt: 15 Sayı: 1

DOI

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

IZ

https://izlik.org/JA83JY48TJ

APA

Akbulut, O., & Ekin, Y. (2018). KOBİ Kapsamındaki Konaklama İşletmelerinde (Belediye Belgeli ve 1, 2, 3 Yıldızlı Konaklama İşletmeleri) Kuramsal Çevrimiçi Müşteri Memnuniyeti: Ortaca Hürpedal Festivali Örneği. Seyahat ve Otel İşletmeciliği Dergisi, 15(1), 162-182. https://doi.org/10.24010/soid.415355

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Halka Kapalı İmalatçı KOBİ'lerde Büyüme ve Verimlilik Üzerine Bir Yapısal Eşitlik Modellemesi

Ekonomi İşletme ve Maliye Araştırmaları Dergisi

https://doi.org/10.38009/ekimad.1657751

Seyahat ve Otel İşletmeciliği (Journal of Travel and Hotel Business) is licensed under a Creative Commons Attribution-NonCommercial 4.0 International (CC BY-NC 4.0).

Dergimiz EBSCOhost, Index Copernicus, Ulakbim, DRJI, Research Bible, SOBİAD ve ASOS tarafından indekslenmektedir.

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

Abstract

Keywords

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

Öz

Anahtar Kelimeler

Kaynakça

Ayrıntılar

Birincil Dil

Konular

Bölüm

Yazarlar

Yayımlanma Tarihi

Gönderilme Tarihi

Kabul Tarihi

Yayımlandığı Sayı

DOI

IZ

Kaynak Göster

Cited By

Halka Kapalı İmalatçı KOBİ'lerde Büyüme ve Verimlilik Üzerine Bir Yapısal Eşitlik Modellemesi