DESTİNASYON PAZARLAMASI KAPSAMINDA ALGILANAN HİZMET KALİTESİNİN TEKRAR SATIN ALMA NİYETİNE ETKİSİNDE MARKA AŞKININ ROLÜ

Yıl 2024, Sayı: 42, 123 - 136, 09.02.2024

Şerife Salman , İlknur Ayar

https://doi.org/10.18092/ulikidince.1345649

Öz

Bu çalışmanın temel amacı yerli turistlerin otel işletmelerine yönelik algılanan hizmet kalitesinin tekrar satın alma niyeti arasındaki teorik ilişkiyi araştırmak ve bu ilişkide marka aşkının rolünü ampirik olarak test etmektir. Araştırmanın birincil verileri anket yöntemi ile elde edilmiştir. Araştırma anketi Türkiye’de Akdeniz Bölgesindeki otellerde daha önce konaklamış olan otel müşterilerine online olarak uygulanmıştır. Araştırma anketinde hizmet kalitesi, marka aşkı ve tekrar satın alma niyetlerini ölçen ifadeler daha önce geçerliği güvenilirliği araştırılmış çalışmalardan uyarlanmıştır. Ankette katılımcılara sevgi duygusuyla bağlı oldukları otel markasına yönelik olarak araştırma sorularını yanıtlamaları istenmiştir. Araştırma sonucunda teorik model desteklenmiştir. Hizmet kalitesinin tekrar satın alma niyeti ile ve marka aşkı ile ilişkisi istatistiksel olarak anlamlıdır. Hizmet kalitesinin tekrar satın alma niyeti ile olan ilişkisinde marka aşkı değişkeni modele girdiğinde satın alma niyeti üzerindeki etkisi düşmektedir. Bu durum marka aşkının bu ilişkide kısmi aracılık rolünü açıklar. Bu araştırma bulguları, önemli bir pazarlama konusu olan marka aşkının bu ilişkilerle henüz çalışılmamış olan destinasyon pazarlaması alanında alanyazına katkıda bulunmaktadır.

Anahtar Kelimeler

Marka aşkı, Tekrar satın alma niyeti, Hizmet kalitesi, Hizmet pazarlaması

THE ROLE OF BRAND LOVE IN THE EFFECT OF PERCEIVED SERVICE QUALITY ON REPURCHASE INTENTION IN DESTINATION MARKETING

Öz

The main purpose of this study is to investigate the theoretical relationship between tourists' destination perceived service quality and repurchase intention and to empirically test the role of brand love in this relationship. The primary data of the study were obtained through a questionnaire survey. The research questionnaire was administered online to hotel customers who had previously stayed in hotels in the Mediterranean Region in Turkey. In the research questionnaire, the statements measuring service quality, brand love and repurchase intentions were adapted from previous validity and reliability studies. In the questionnaire, the participants were asked to answer the research questions about the hotel brand they were attached to with a feeling of love. As a result of the research, the theoretical model was supported. The relationship between service quality and repurchase intention and brand love is statistically significant. When brand love variable enters the model in the relationship between service quality and repurchase intention, its effect on repurchase intention decreases. This explains the partial mediating role of brand love in this relationship. These research findings contribute to the literature in the field of destination marketing, where brand love, which is an important marketing issue, has not yet been studied with these relationships.

Anahtar Kelimeler

Brand love, Repurchase Intention, Service quality, Service marketing

Kaynakça

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