Müşteri Değeri, Müşteri Tatmini ve Marka Sadakati: Üniversite Sosyal Tesisleri Üzerine Bir Araştırma

Yıl 2017, Cilt: 14 Sayı: 2, 93 - 109, 18.08.2017

İbrahim Çetintürk

https://doi.org/10.24010/soid.335089

Cited By: 7

Öz

Araştırmanın önerilen kavramsal modelinde, bağımsız
değişkenlerden müşteri değeri, bağımlı değişkenlerden müşteri tatmini ve marka
sadakati yer almaktadır. Araştırmanın iki farklı amacı bulunmaktadır.
Araştırmanın öncelikle amacı, müşteri değeri ve müşteri değerini oluşturan alt
faktörlerin müşteri tatmini ve marka sadakati üzerindeki etkisini incelemektir.
Sonraki aşamada ise, müşteri tatmininin marka sadakati üzerindeki etkisini
değerlendirmektir. Bu çalışma, Süleyman Demirel
Üniversitesi Sosyal Tesislerinde konaklama yapan müşterilere  uygulanmıştır. Sosyal tesislerde konaklama
yapan 270 müşteri anket formuna cevap vermiştir.  Araştırma sonuçlarına göre alanyazını
destekleyen şekilde müşteri değeri ile müşteri tatmini ve marka sadakati
arasında ve müşteri tatmini ile marka sadakati arasında güçlü bir ilişki tespit
edilmiştir. Ayrıca kalite itibarının müşteri tatmini ve marka sadakati üzerinde
en fazla etkiye sahip olan müşteri değeri faktörü olduğu tespit edilmiştir

Anahtar Kelimeler

Müşteri değeri, müşteri tatmini, marka sadakati, , otel

Kaynakça

• Aaker, D.A. (1991), Managing Brand Equity, Free Press, New York, NY.
• Akman, E. (2016), ‘The Facilitating Role of Visa Policies on International Trade and Foreign Direct Investment’, Turkish Studies, 17(4), ss. 712-732.
• Arora, R. ve Singer, J. (2006), ‘Customer Satisfaction and Value as Drivers of Business Success for Fine Dining Restaurants’, Services Marketing Quarterly, 28(1), ss. 89-102.
• Back, K. J., ve Parks, S. C. (2003), 'A Brand Loyalty Model Involving Cognitive, Affective, and Conative Brand Loyalty and Customer Satisfaction', Journal of Hospitality & Tourism Research, 27(4), ss. 419-435.
• Ballester, E. D., Aleman, J. L. M. (2005), ‘Does Brand Trust Matter to Brand Equity?’, The Journal of Product & Brand Management, 14 (2/2). ss.187-196.
• Bitner, M. J. (1990), ‘Evaluating Service Encounters: The Effect of Physical Surroundings and Employee Responses’, Journal of Marketing, 54, ss. 69-82.
• Bowen, John T. ve Chen S.L. (2001), ‘The Relationship Between Customer Loyalty and Customer Satisfaction’, International Journal of Contemporary Hospitality Management, Cilt: 13, Sayı: 5, ss. 213-217.
• Cronin J. J. Jr, ve Taylor, S. A. (1992), ‘Measuring Service Quality: a Reexamination and Extension’ The Journal of Marketing, ss. 55-68.
• Cronin, J., Brady, M.K., Hult, T.M.,(2000), ‘Assessing the Effects of Quality, Value and Customer Satisfaction on Consumer Behavioral Intentions in Service Environments’, Journal of Retailing, 76 (2), ss. 193–218.
• De Ruyter, J. K., Wetzels, M., Lemmink, J., Mattson, J. (1997), ‘The Dynamics of the Service Delivery Process: A Value-based Approach’, International Journal of Research in Marketing, 14, ss. 231–243.
• Deng, W. J., Yeh, M. L., Sung, M. L. (2013), ‘A Customer Satisfaction Index Model For International Tourist Hotels: Integrating Consumption Emotions into the American Customer Satisfaction Index’, International Journal of Hospitality Management, 35, ss. 133-14,
• Eggert, A., ve Ulaga, W. (2002), ‘Customer Perceived Value: A Substitute For Satisfaction in Business Markets’? Journal of Business & Industrial Marketing, 17(2/3), ss. 107-118.
• Flint, D.J., Woodruff, R.B., Gardial, S.F., (1997), ‘Customer Value Change in Industrial Marketing Relationships: A Call For New Strategies And Research’ Industrial Marketing Management, 26 (2), ss. 163–175.
• Fornell, C., Johnson, M.D., Anderson, E.W., Cha, J., & Bryant, B.E. (1996), ‘The American Customer Satisfaction Index: Nature, Purpose, and Findings’ Journal of Marketing, 60(4), ss. 7–18.
• Gibson, H., (2005), ‘Towards an Understanding of ‘Why Sport Tourists Do What They Do’. Sport in Society Special Issue: Sport Tourism: Concepts and Theories 8 (2), ss. 198–217.
• Groth, J. C. (1995a), ‘Important Factors in the Sale and Pricing of Services’ Management Decision, 33(7), ss. 29–34.
• Groth, J. C. (1995b), ‘Exclusive Value and the Pricing of Services’ Management Decision, 33(8), ss. 22–29.
• Grönroos, C. (1997), ‘Value-Driven Relational Marketing: From Products to Resources and Competencies’ Journal of Marketing Management, 13(5), ss. 407–42,
• Gu, H., ve Ryan, C., (2008), ‘Chinese Clientele at Chinese Hotels: Preferences and Satisfactions’ Int. J. Hosp. Manag. 27, ss. 337–345.
• Güler, E. G. (2009), ‘Otel İşletmelerinde Değer Yaratma ve Müşteri Değeri Algılaması Üzerine Bir Araştırma: Edirne'deki Oteller Örneği’ Anatolia: Turizm Araştırmaları Dergisi, 20 (1), ss. 61-76.
• Huang, J. ve Zhang, D. (2008), ‘Customer Value and Brand Loyalty: Multi-Dimensional Empirical Test’, International Seminar on Future Information Technology and Management Engineering, ss. 102-106.
• Kalaycı, Ş. (2010), Spss Uygulamalı Çok Değişkenli İstatistik Teknikleri (Vol. 5). Ankara, Turkey: Asil Yayın Dağıtım.
• Kandampully, J. ve Suhartanto, D. (2000), ‘Customer Loyalty in the Hotel Industry: The Role of Customer Satisfaction and Image’ International Journal of Contemporary Hospitality Management, 12 (6), ss. 346-351.
• McAlexander, J. H., Kaldenburg, D. O., & Koenig, H. F. (1994), ‘Service Quality Measurement’ Marketing Health Services, 14 (3), ss. 34-40.
• McDougall, G., ve Levesque, T. (1994), ‘A Revised View of Service Quality Dimensions: An Empirical Investigation’ Journal of Professional Service Marketing, 11(1), ss. 189–21,
• Meyer J.P., ve Allen, N.J. (1997), Commitment In Workplace, Theory, Research and Application, London, Sage Publications.
• Nam, J., Ekinci, Y., ve Whyatt, G. (2011), ‘Brand Equity, Brand Loyalty and Consumer Satisfaction’ Annals of Tourism Research, 38(3), ss. 1009-1030.
• Nasution, H. N., ve Mavondo, F. T. (2008), ‘Customer Value in the Hotel Industry: What Managers Believe They Deliver and What Customer Experience’. International Journal of Hospitality Management, 27 (2), ss. 204-213.
• Neal, V. D. (1999), ‘Satisfaction is Nice, But Value Drives Loyalty’, Marketing Research, 11 (1), ss. 20-23.
• O'Fallon, M. J., ve Rutherford, D. G. (2011), Hotel Management And Operations. John Wiley & Sons. New Jersey.
• Oh, H. (2000), ‘The Effect of Brand Class, Brand Awereness, and Price on Customer Value and Behavioral Intentions’ Journal of Hospitality & Tourism Research, 24(2), ss. 136-162.
• Oliver, R.L. (1997), Satisfaction: A Behavioral Perspective on the Consumer. McGraw- Hill, NY.
• Onaran, B., Bulut, Z. A., Özmen, A. (2013), ‘Müşteri Değerinin, Müşteri Tatmini, Marka Sadakati ve Müşteri İlişkileri Yönetimi Performansı Üzerindeki Etkilerinin İncelenmesine Yönelik Bir Araştırma’, Business and Economics Research Journal, 4(2). ss. 37-53.
• Özer L., Barul B.G., Gültekin B. (2013), ‘Bankacılık Sektöründe Müşteri Değerinin Marka Algıları ve Müşteri Sadakati Çerçevesinde İncelenmesi, Sosyoekonomi, 19 (19), ss. 295-314.
• Patterson, P. G., ve Spreng, R. A. (1997), ‘Modelling the Relationship between Perceived Value, Satisfaction and Repurchase Intentions in a Business-to-Business, Services Context: An Empirical Examination’. International Journal of Service Industry Management, 8(5), ss. 414-434.
• Petrick, J. F. (2002), ‘Development of a Multi-Dimensional Scale For Measuring The Perceived Value of a Service’. Journal of Leisure Research, 34(2), ss. 119-134.
• Reichheld, F.F. (1996), The Loyalty Effect, Harvard Business School Press, Boston, MA.
• Ren, L., Qiu, H., Wang, P., Lin, P.M.C. (2016), ‘Exploring Customer Experience Withbudget Hotels: Dimensionality and Satisfaction’ Int. J. Hosp. Manag. 52, ss. 13–23.
• Rodriguez Del Bosque, I., & San Martin, H. (2008), ‘Tourist Satisfaction a Cognitive-Affective Model’. Annals of Tourism Research, 35 (2), ss. 551–573.
• Rust, R. T., ve Zahorik, A. J. (1993), ‘Customer Satisfaction, Customer Retention, and Market Share’ Journal of Retailing, 69 (2), ss. 193–215.
• Sanchez, J., Callarisa, L., Rodriguez, R.M., Moliner, M.A. (2005), ‘Perceived Value of the Purchase of a Tourism Product’ Tourism Management, 27 (3), ss. 394–409.
• Sheth, J. N., Newman, B. I., Gross, L. G. (1991a), Consumption Values and Market Choice. Cincinnati, OH: Shouth Western Publishing.
• Sheth, J. N., Newman, B. I., Gross, L. G. (1991b), ‘Why We Buy What We Buy: A Theory of Consumption Values’ Journal of Business Research, 22, ss. 159–17,
• Shoemaker, S. ve Lewis, R. C. (1999), ‘Customer Loyalty: The Future of Hospitality Marketing’ International Journal of Hospitality Management, 18, ss. 345-37,
• Sirdeshmukh, D. Singh, J. Sabol, B. (2002), ‘Consumer Trust, Value and Loyalty in Relational Exchanges’, Journal of Marketing, 66 (Jan.), ss. 15-37.
• Slater, S.F., ve Narver, J.C. (2000), ‘Intelligence Generation and Superior Customer Value’ Journal of Academy of Marketing Science, 28(1), ss. 120-127.
• Sweeney, J. C., ve Soutar, G. (2001), ‘Consumer Perceived Value: The Development of Multiple Item Scale’ Journal of Retailing, 77(2), ss. 203–220.
• Sweeney, J. C., Soutar, G. N., Johnson, L. W. (1999), ‘The Role of Perceived Risk in the Quality–Value Relationship: A Study in a Retail Environment’ Journal of Retailing, 75(1), ss. 77–105.
• Tepeci, M. (1999), ‘Increasing Brand Loyalty in the Hospitality Industry’ International Journal of Contemporary Hospitality Management, 11(5), ss. 223-230.
• Unwto. (2016). Tourism Highlights, 2016 Edition, UNWTO. http://www.e-unwto.org/doi/pdf/1,18111/9789284418145. Erişim Tarihi: 23 Kasım 2016.
• Uzkurt, C. (2007, ‘Müşteri Değeri ve Tatmininin Satın Alım Sonrası Gelecek Eğilimlere Etkisi Üzerine Ampirik Bir Çalışma’ Dumlupınar Üniversitesi Sosyal Bilimler Dergisi, 17, ss. 25-43.
• Wang, Y., Lo, H.P., Chi, R., Yang, Y. (2004), ‘An Integrated Framework for Customer Value and Customer-Relationship-Management Performance: A Customer-Based Perspective from China’ Managing Service Quality,14(2/3), ss. 169-182.
• Woodruff, R.B. (1997), ‘Customer Value: The Next Source for Competitive Advantage’, Journal of the Academy of Marketing Science, Vol. 25, ss. 139-153.
• World Travel & Tourism Council. '2016 Report of the Travel and Tourism Economic Impact Turkey.', http://www.wttc.org/-/media/files/reports/economic%20impact%20research/countries%202016/turkey2016.pdf, Erişim Tarihi: 23 Kasım 2016.
• Yamamato, G. T. (2007). 'Understanding Customer Value Concept: Key To Success', www.opf.slu.cz/vvr/akce/turecko/pdf/Yamamoto.pdf, , ss. 547-552, Erişim tarihi: 01.06.2016.
• Zeithaml, V.A., (1988), ‘Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence’ Journal of Marketing 52 (3). ss. 2-22.