Uluslararası Otel İşletmelerindeki Müşterilerin İmaj Algılamalarında Hizmet Alanının Fiziksel ve İletişimsel Sunumunun Rolü

Yıl 2013, Cilt: 5 Sayı: 3, 29 - 38, 01.09.2013

Ufuk Durna Bekir Bora Dedeoğlu

Öz

Businesses should notably be careful in their staging concerning servicescape. Perception of servicescapes may affect the behaviors of consumers besides their cognitive, affective and psychological attitudes. Although studies have been carried out especially in substantive staging of servicescape, it is seen that communicative staging which involves the human and culture factor has been ignored. Additionally, the lack of studies investigating the relationship between servicescape and image perception, which is an important cognitive condition, draws attention although it is stated in the literature that servicescape brings along cognitive responses. Also, it was observed that few studies investigating the relationship between servicescape and image perception were carried out in restaurants and shops in which people do not often spend their time, except hotels. However, enabling people to spend more time in hotels will also increase the effect of substantive and communicative staging as to servicescape on customers. In this context, it can be expected that servicescapes of a hotel involving both substantive and communicative staging will be effective on the image perception of customers. In this study, the importance of two concepts in terms of international hotels is emphasized by explaining the relationship between them

Anahtar Kelimeler

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Uluslararası Otel İşletmelerindeki Müşterilerin İmaj Algılamalarında Hizmet Alanının Fiziksel ve İletişimsel Sunumunun Rolü

Öz

İşletmeler hizmet alanlarına ilişkin sunumlarında oldukça dikkatli olmalıdır. Çünkü hizmet alanlarına ilişkin algılamalar tüketicilerin bilişsel, duygusal ve psikolojik durumları ile birlikte davranışlarını da etkileyebilmektedir. Literatürde hizmet alanının genelde fiziksel sunumuna ilişkin çalışmalar yapılmış olmasına rağmen, insan ve kültür faktörünü kapsayan iletişimsel sunumun göz ardı edildiği görülmektedir. Ayrıca literatürde hizmet alanının bilişsel tepkileri doğurduğunun belirtilmesine karşın, önemli bir bilişsel durum olan imaj algılamaları ile hizmet alanı arasındaki ilişkiyi inceleyen çalışmaların yetersizliği göze çarpmaktadır. Özellikle hizmet alanı ve imaj algılamaları arasındaki ilişkiyi inceleyen az sayıdaki çalışmanın da otel işletmeleri dışında, fazla vakit geçirilmeyen restoran ve mağaza gibi işletmelerde yapıldığı gözlemlenmiştir. Ancak otel işletmelerinde geçirilen zamanın fazla olması buradaki hizmet alanına ilişkin fiziksel ve iletişimsel sunumun müşteri üzerinde oluşturacağı etkiyi de arttıracaktır. Bu bağlamda bir otel işletmesinin hem fiziksel hem de iletişimsel sunumu kapsayan hizmet alanlarının, müşterilerin imaj algılamaları üzerinde etkili olması beklenebilir. Mevcut çalışmada iki kavram arasındaki ilişki açıklanarak, uluslararası otel işletmeleri açısından önemi vurgulanmıştır

Anahtar Kelimeler

Hizmet Alanı, İşletme İmajı, Otel İşletmesi

Kaynakça

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