The Effect of Economic and Social Satisfaction on Price Sensitivity: A Research on Hotels with Halal Concept

Yıl 2019, Cilt: 1 Sayı: 2, 50 - 57, 31.12.2019

Üzeyir Kement , Ömer Arslan

Öz

The aim of this study is to investigate the relationship between customer satisfaction and price sensitivity of hotel customers visiting the halal tourism concept. The sample of the study consists of hotel customers visiting the halal tourism concept in Antalya. A questionnaire was used to collect data. The questionnaires were completed by hotel customers between June 2018 and June 2019. Customer satisfaction and price sensitivity scales used in the study were subjected to validity, reliability and normality tests. When the results of the research were examined, it was found that the social satisfaction variable, which is the sub-dimension of customer satisfaction, had a significant negative effect on price sensitivity. On the other hand, it has been concluded that the economic satisfaction variable, which is the sub-dimension of customer satisfaction, has no negative effect on price sensitivity. It is expected that the results obtained within the scope of the research will contribute to the customer relations studies of hotels in the halal concept.

Anahtar Kelimeler

Customer satisfaction, price sensitivity, halal tourism, economic satisfaction, social satisfaction

Ekonomik ve sosyal tatminin fiyat duyarlılığına etkisi: Helal turizm konseptli faaliyet gösteren oteller üzerine bir araştırma

Öz

Bu araştırmanın amacı helal turizm konseptli konaklama işletmelerini ziyaret eden otel müşterilerinin tatmin düzeyleri ile fiyat duyarlılığı arasındaki ilişkinin incelenmesidir. Araştırmanın örneklemini Antalya ilinde faaliyet yürüten helal turizm konseptli konaklama işletmelerini ziyaret eden otel müşterileri oluşturmaktadır. Araştırmada veri toplamak için anket formu kullanılmıştır. Anket formları 2018 Haziran-2019 Haziran ayları arasında otel müşterileri tarafından doldurulmuştur. Araştırmada kullanılan müşteri tatmini ve fiyat duyarlılığı ölçekleri geçerlilik, güvenilirlik ve normallik testlerine tabi tutulmuştur. Araştırma sonuçları incelendiğinde, müşteri tatmininin alt boyutu olan sosyal tatmin değişkeninin fiyat duyarlılığına olumsuz yönde anlamlı bir etkisinin olduğu bulgulanmıştır. Diğer yandan müşteri tatmininin alt boyutu olan ekonomik tatmin değişkeninin fiyat duyarlılığına olumsuz yönde anlamlı bir etkisinin olmadığı sonucuna ulaşılmıştır. Araştırma kapsamında elde edilen sonuçların helal konseptte çalışan konaklama işletmelerinin müşteri ilişkileri çalışmalarına yönelik katkı sağlaması beklenmektedir.

Anahtar Kelimeler

müşteri tatmini, fiyat duyarlılığı, helal turizm, ekonomik tatmin, sosyal tatmin

Kaynakça

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