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Avrupa müşteri memnuniyet endeksi modeli: uluslararası otel işletmelerine yönelik bir uygulama

The European customer satisfaction index model: an application to the international hotel

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Abstract (2. Language): 
The purposes of this study are (1) to analyze the influence of corporate image, customer expectations, perceived quality and value on customer satisfaction and (2) to examine the relationship between customer satisfaction and customer loyalty. Through conducting a faceto- face interview, a total of 381 questionnaires were collected from tourists who were citizens of countries in European Union and stayed at international five-star hotels in Istanbul and Ankara. Structural Equation Modeling (SEM) indicates a remarkable result that the latent factors (corporate image and customer expectations) have a significant and positive influence on perception of quality-value and customer satisfaction, and positive relation between customer satisfaction and customer loyalty. As a result, the findings indicate that all factors have a significant correlation with each other. The findings are very important for the customer satisfaction.
Abstract (Original Language): 
Bu çalışmanın amacı, (1) kurumsal imaj, müşteri beklentileri, algılanan kalite ve değerin müşteri memnuniyeti üzerindeki etkisi ve (2) müşteri memnuniyeti ile müşteri sadakati ilişkisini analiz etmektir. Veriler, Avrupa Müşteri Memnuniyet Endeksinden yararlanılarak oluşturulmuş anket formu ile İstanbul ve Ankara’da uluslararası otel işletmelerinde konaklama yapan Avrupa Birliği üyesi ülke vatandaşlarından oluşan 381 kişi ile yüz yüze görüşme tekniği kullanılarak toplanmıştır. Yapısal Eşitlik Modeli ile yapılan analiz, dışsal faktörlerin (kurumsal imaj ve müşteri beklentileri) algılanan kalite ve değer ile müşteri memnuniyeti üzerinde pozitif bir etkisi ve müşteri memnuniyeti ile müşteri sadakati arasında pozitif bir ilişki olduğunu göstermektedir. Sonuçta, ulaşılan bulgular tüm faktörlerin birbiri ile pozitif ve anlamlı bir ilişkisinin olduğunu ortaya koymuştur. Bulgular müşteri memnuniyeti için oldukça önemlidir.

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