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Konaklama Hizmetlerinde Davranışsal Niyeti Etkileyen Hizmet Kalitesi Boyutları

SERVICE QUALITY DIMENSIONS THAT AFFECT BEHAVIORAL INTENTION IN HOSPITALITY SERVICES

Journal Name:

  • İşletme Bilimi Dergisi

Publication Year:

  • 2014

Key Words:

Keywords (Original Language):

Author NameUniversity of AuthorFaculty of Author
Abstract (2. Language): 
The different models and sizes have been developed to explain the relationship between perceived service quality has been in the measurement of service quality and the levels of different expectations. In this study, Servqual Scale that has been found in 1991 by Parasuraman et al. had worked and had developed during continuing years on it was called "Service Quality Dimensions" they refered to as "Physical Features, Reliability, Responsiveness , Trust and Empathy" based on customers' behavioral intentions affect and the only specific accommodation services to aimed to improve service quality dimensions . The model has been developed for this study and related data have been analyzed on the basis of "Structural Equation Modeling ". According to all inclusive system of hotels have supplied to German and Russian tourists staying in those hotels in Antalya have created sample size of this study. The sample size with 95% confidence interval and an accuracy of 5 % was determined as 384. The research model of structural equation modeling will be used to test the sample size of 300 is adequate, but the return of 372 questionnaires were provided. In the pilot study, “convenience sampling" in the main study, " simple random sampling " method was used. According to study's findings, service quality factors that were "physical properties , responsiveness and reliability", important for customer accommodation services again or to prefer this experience share with others and related services not recommend to others in the direction of behavioral intentions is effective on the reveal , because businesses these factors to develop a more rigorous and planned also the need arises to work .
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Abstract (Original Language): 
Hizmet kalitesi ölçümlerinde, algılanan hizmet kalitesi ile farklı beklenti seviyeleri arasındaki ilişkiyi açıklamak için farklı modeller ve boyutlar geliştirilmiştir. Bu çalışmada, Parasuraman vd.’nin 1991 yılında başlattıkları ve sonraki çalışmalarıyla geliştirdikleri ve “Hizmet Kalitesi Boyutları” olarak adlandırdıkları “Fiziksel Özellikler, Güvenilirlik, Heveslilik, Güven ve Empati” boyutları ile bu boyutların ölçümünde kullanılan Servqual Ölçeği bu çalışmada esas alınmış, müşterilerin davranışsal niyetlerini etkileyen ve sadece konaklama hizmetlerine özgü hizmet kalitesi boyutlarının ortaya çıkarılması amaçlanmıştır. Bu çalışma için geliştirilen model ve ilgili veriler “Yapısal Eşitlik Modelleme” temeline dayalı olarak analiz edilmiştir. Araştırma sürecinin pilot araştırma adımında uygulanan güvenilirlik, geçerlilik ve faktör analizleri sonucunda ana araştırma modelinin geliştirilmesi planlanmıştır. Türkiye için önemli destinasyonlardan birisi olan Antalya’da Herşey Dahil sistemine yönelik otellerde konaklayan Alman ve Rus turistler çalışmanın örneklemini oluşturmaktadırlar. Örneklem büyüklüğü, %95 güven aralığında ve %5 hata payı ile 384 olarak tespit edilmiştir. Araştırma modelinin testinde yapısal eşitlik modelleme kullanılacağı için 300 adet örneklem büyüklüğü yeterli olmakla birlikte 372 anketin geri dönüşü sağlanmıştır. Pilot araştırmada, “kolayda örnekleme” ana araştırmada, “basit tesadüfî örnekleme” yöntemi kullanılmıştır. Çalışmanın bulguları, “Fiziksel Özellikler, Heveslilik ve Güvenilirlik” hizmet kalitesi faktörlerinin, müşterilerin konaklama hizmetini yeniden tercih etme, bu deneyimi başkalarıyla paylaşma ve ilgili hizmeti başkalarına tavsiye etme yönündeki davranışsal niyetleri üzerinde etkili olduğunu ortaya çıkardığından, işletmelerin bu faktörleri geliştirme yönünde daha titiz ve planlı çalışma yapma gereği de ortaya çıkmaktadır.
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