Medikal Turistlerin Deneyimleme Kalite Algıları ve Tavsiye Etme Niyeti Arasındaki İlişkide Müşteri Güveni ve Müşteri Memnuniyetinin Aracılık Rolü

Yıl 2022, Cilt: 9 Sayı: 1, 17 - 37, 16.06.2022

Gülden Polat Şule Aydın

Öz

Bu araştırmanın amacı, medikal turistlerin deneyimleme kalitesi algıları ile tavsiye etme niyeti arasındaki ilişkide müşteri güveni ve müşteri memnuniyetinin aracılık rolünü ortaya koymaktır. Bu kapsamda araştırma kavramları teorik açıdan ele alınmıştır. Veri toplama sürecinde yargısal örnekleme tercih edilmiş ve anket tekniğinden faydalanılmıştır. Araştırmanın amacına bağlı olarak Türkiye’de en çok medikal turisti ağırlayan İstanbul ilinde farklı ülkelerden gelen 450 medikal turiste anket uygulanmıştır. Elde edilen verilerin analizinde tanımlayıcı istatistikler, normallik testi, açıklayıcı faktör analizi ve doğrulayıcı faktör analizi, ayrıca aracılık etkisini test etmek amacıyla yapılan analizde PROCESS makrosu yazılımı kullanılmıştır. Analiz bulgularına göre deneyimleme kalite algısının tavsiye etme niyeti, müşteri güveni ve müşteri memnuniyeti üzerinde pozitif ve anlamlı etkisinin olduğu belirlenmiştir. Müşteri güveninin ise müşteri memnuniyeti ve tavsiye etme niyeti üzerinde anlamlı ve pozitif etkisi vardır. Aracılık analizi sonucunda deneyimleme kalitesi ile tavsiye etme niyeti arasındaki ilişkide müşteri güveni ve müşteri memnuniyetinin aracılık rolünün olduğu tespit edilmiştir. Medikal turizm faaliyetlerine katılan turistlerin bakış açısı ile algılarını analiz eden çalışmaların sayıca az olması ve medikal turizm kapsamında deneyimleme kalitesi, müşteri güveni, müşteri memnuniyeti ve tavsiye etme niyeti arasındaki ilişkilerin öncesinde irdelenmemiş olması araştırmanın önemini ortaya koymaktadır.

Anahtar Kelimeler

Deneyimleme Kalitesi, Tavsiye Etme Niyeti, Müşteri Güveni, Müşteri Memnuniyeti.

Kaynakça

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