Buradasınız

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

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

Journal Name:

Publication Year:

Author NameUniversity of AuthorFaculty of Author
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.
672-695

REFERENCES

References: 

Anderson, E.W. & Fornell, C. (2000). Foundations of the American Customer Satisfaction
Index (special issue). In: Kristensen, K., Westlund, A. (Eds.), Customer satisfactiontheory
and measurement. Total Quality Management, 11 (7), 869-882.
Andreassen, T.W. & Lindestad, B. (1998). The effects of corporate image in the formation of
customer loyalty. Journal of Service Marketing, 1 (1), 82-92.
Ardıç, K. & Güler, A. (2000). Reklamlarda uygulanan ürün ve hizmet kalite boyutlarının
belirlenmesinde bir uygulama. Pazarlama Dünyası Dergisi, 14 (4), 18-23.
Assael, H. (1987). Consumer behavior and marketing action. Boston: PWS Kent.
Baker, D.A. & Crompton, J.L. (2000). Quality, satisfaction, and behavior intentions. Annals
of Tourism Research, 27 (3), 785-804.
Ball, D., Coelho, P.S. & Vilares, M.J. (2006). Service personalization and loyalty. Journal of
Services Marketing, 20 (6), 391-403.
Bentler, P.M. (1990). Comparative fit indexes in structural models. Psychological Bulletin,
107, 238-246.
Cassel, C. & Eklöf, J.A. (2001). Modelling customer satisfaction and loyalty on aggregate
levels: Experience from the ECSI pilot study.Total Quality Management, 12 (7), 834-
841.
Chen, C. & Chen, F. (2010). Experience quality, perceived value, satisfaction and behavioral
intentions for heritage tourists. Tourism Management, 31, 29-35.
Chen, C. & Tsai, D. (2007). How destination image and evaluative factors affect behavioral
intentions? Tourism Management, 28 (4), 1115-1122.
Chi, C.G. & Qu, H. (2008). Examining the structural relationships of destination image,
tourist satisfaction and destination loyalty: An integrated approach. Tourism
Management, 29 (4), 624-636.
Chun, R. (2009). A corporate’s responsibility to employees during a merger: organizational
virtue and employee loyalty. Corporate Governance, 9 (4), 473-483.
Cronin, J. & Taylor, S.A. (1992). Measuring service quality: A reexamination and extension.
Journal of Marketing, 56 (7), 55-68.
Cronin, J.J., Brady, M.K. & Hult, G.T.M. (2000). Assessing the effects of quality, value, and
customer satisfaction on consumer behavioral intentions in service environments.
Journal of Retailing, 76 (2), 193-218.
Çatı, K. & Koçoğlu, C.M. (2008). Müşteri sadakati ile müşteri tatmini arasındaki ilişkiyi
belirlemeye yönelik bir araştırma. Selçuk Üniversitesi Sosyal Bilimler Enstitüsü
Dergisi, 12 (19), 167-188.
Çiçek, R. & Doğan, İ.C. (2009). Müşteri memnuniyetinin artırılmasında hizmet kalitesinin
ölçülmesine yönelik bir araştırma: Niğde ili örneği. Afyon Kocatepe Üniversitesi
İ.İ.B.F. Dergisi, 11 (1), 199-218.
Demir, Ş.Ş. (2010). Turizmde Tüketici Davranışları Modelini Oluşturan Aşamalar Arasındaki
İlişki: Yerli Turistler Üzerine Bir Araştırma. Yayınlanmamış Doktora Tezi, Dokuz
Eylül Ün. SBE. Turizm İşletmeciliği ABD İzmir.
ECSI (1998). European Customer Satisfaction Index-Foundation and Structure for
Harmonised National Pilot Projects. Report prepared by ECSI Technical Committee,
ECSI Document No. 005 ed. 1 (20.11.1998).
Fornell, C. (1992). A national customer satisfaction barometer: The Swedish experience.
Journal of Marketing, 56 (1), 6-21.
Gray, E.R. & Balmer, J.M.T. (1998). Managing corporate image and corporate reputation.
Long Range Planning, 31 (5), 695-702.
Haber, S. & Lerner, M. (1998). Correlates of tourist satisfaction. Annals of Tourism Research,
25 (4), 197-201.
Heung, V.C.S. & Quf, H. (2000). Hong Kong as a travel destination: An analysis of japanese
tourists' satisfaction levels, and the likelihood of them recommending Hong Kong to
others. Journal of Travel & Tourism Marketing, 9 (1), 57-80.
Huh, J., Uysal, M. & McCleary, K. (2006). Cultural/heritage destinations: Tourist satisfaction
and market segmentation. Journal of Hospitality Marketing & Management, 14 (3),
81-99.
Hui, T.K, Wan, D. & Ho, A. (2007). Tourists’ satisfaction, recommendation and revisiting
Singapore. Tourism Management, 28 (4), 965-975.
Johnson, M.D., Gustavson, A., Andreassen, T.W, Lervik, L. & Cha, J. (2001). The evolution
and future of national customer satisfaction index models. Journal of Economic
Psychology, 22, 217-245.
Jöreskog, K.G. & Sörbom, D. (1999). LISREL 8 User’s Reference Guide. Lincolnwood, IL:
Scientific Software International.
Juaneda, C. (1996). Estimating the probability of return visits using a survey of tourist
expenditure in the Balearic Islands. Tourism Economics, 2 (4), 339–352.
Juhl, H.J., Kristensen, K. & Østergaard, P. (2002). Customer satisfaction in European food
retailing. Journal of Retailing and Consumer Services, 9 (6), 327-334.
Kandampully, J. & Hu, H.H. (2007). Do hoteliers need to manage image to retain loyal
customers? International Journal of Contemporary Hospitality Management, 19 (6),
435-443.
Kandampully, J. & Suhartanto, D. (2000). Customer loyalty in the hotel industry: the role of
customer satisfaction and image. International Journal of Contemporary Hospitality
Management, 12 (6), 346-351.
Kotler, P., Bowen, J. & Makens, J. (2003). Marketing for hospitality and tourism. New
Jersey: Prentice Hall.
Kozak, M. & Rimmington, M. (2000). Tourist satisfaction with Mallorca, Spain, as an offseason
holiday destination. Journal of Travel Research, 38 (3), 260-269.
Kozak, M. (2001). Repeaters’ behavior at two distinct destinations. Annals of Tourism
Research, 28 (3), 784-807.
Kozak, M. (2007). Tourist harassment a marketing perspective. Annals of Tourism Research,
34 (2), 384-399.
Kozak, M., Bigne, E., & Andreu, L. (2004). Limitations of cross-cultural customer
satisfaction research and recommending alternative methods. Journal of Quality
Assurance in Hospitality & Tourism, 4 (3/4), 37-59.
Kristensen, K., Martensen, A. & Grønholdt, L. (1999). Measuring the impact of buying
behaviour on customer satisfaction. Total Quality Management, 10 (4-5), 602-614.
Lee, C.K., Yoon, Y.S. & Lee, S.K. (2007). Tourism investigating the relationships among
perceived value, satisfaction, and recommendations: The case of the Korean DMZ.
Tourism Management, 28 (1), 204-214.
Lee, Y.K., Park, K.H., Park, D.H., Lee, K.A. & Kwon, Y.J. (2005). The relative impact of
service quality on service value, customer satisfaction, and customer loyalty in Korean
family restaurant context. International Journal of Hospitality & Tourism
Administration, 6 (1), 27-51.
Lin, L.Y. & Lu, C.Y. (2010). The influence of corporate image, relationship marketing, and
trust on purchase intention: The moderating effects of word-of-mouth. Tourism
Review, 65 (3),16-34.
Milman, A. & Pizam, A. (1995). The role of awareness and familiarity with a destination: The
Central Florida case. Journal of Travel Research, 33 (3), 21-27.
Nguyen, N. & Leblanc, G. (2001). Corporate image and corporate reputation in customers’
retention decisions in services. Journal of Retailing and Consumer Services, 8 (4),
227-236.
Odabaşı, Y. (2000). Satışta ve pazarlamada müşteri ilişkileri yönetimi, İstanbul: Sistem
Yayıncılık.
Oh, H. (2000). The effect of brand class, brand awareness, and price on customer value and
behavioral intentions. Journal of Hospitality and Tourism Research, 24 (2) , 136-162.
Özer, N. (2009). Algılama ve pazarlama uygulamaları. Ekonomi, Sosyoloji ve Politika Dergisi
(E-Dergi), 5 (1), 1-11.
Parasuraman, A., Zeithaml, V.A. & Berry, L.L. (1988). SERVQUAL: A multiple-item scale
for measuring customer perceptions of service quality. Journal of Retailing, 64 (1),
12-40.
Park,Y.J., Heo, P.S. & Rim, M.H. (2008). Measurement of a Customer Satisfaction Index for
Improvement of Mobile RFID Services in Korea. ETRI Journal, 30 (5), 634-643.
Petrick, J.F. (2004). The roles of quality, value, and satisfaction in predicting cruise
passengers’ behavioral intentions. Journal of Travel Research, 42 (4), 397-407.
Petrick, J.F., Morais, D.D. & Norman, W.C. (2001). An examination of the determinants of
entertainment vacationers’ intentions to revisit. Journal of Travel Research, 40 (1), 41-
48.
Pizam, A. & Mansfeld, Y. (1999). Consumer behavior in travel and tourism. England:
Haworth Pres.
Ravald, A. & Gronroos, C. (1996). The value concept and relationship marketing. European
Journal of Marketing, 30 (2), 19-30.
Rose, C. & Thomsen, S. (2004). The impact of corporate reputation on performance: Some
Danish Evidence. European Management Journal, 22 (2), 201-210.
Schiffman, L.G. & Kanuk, L.L. (2000). Consumer behavior. New Jersay: Prentice Hall.
Selvi, M.S. & Ercan, F. (2006). Otel işletmelerinde müşteri sadakatinin değerlendirilmesi:
İstanbul’daki beş yıldızlı otel işletmelerinde bir uygulama. Balıkesir Üniversitesi
Sosyal Bilimler Dergisi, 9 (15), 159-188.
Shoemaker, S. & Lewis, R.C. (1999). Customer loyalty: The future of hospitality marketing.
International Journal of Hospitality Management, 18 (4), 345-370.
Sweeney, J.C. & Soutar, G.N. (2001). Consumer-perceived value: The development of a
multiple item scale. Journal of Retailing, 77 (2), 203-220.
Şimşek, Ö.F. (2007). Yapısal Eşitlik Modellemesine Giriş: Temel İlkeler ve LISREL
Uygulamaları. Ankara: Ekinoks Yayınevi.
Tian-Cole, S. & Crompton, J. (2003). A Conceptualization of the relationships between
service quality and visitor satisfaction, and their links to destination selection. Leisure
Studies, 22 (1), 65-80.
TMME (2011). Türkiye Müşteri Memnuniyeti Endeksi. http://www.tmme.org/ (Erişim Tarihi:
24.03.2011).
Türkyılmaz, A. & Özkan, C. (2007). Development of a customer satisfaction index model: An
application to the Turkish mobile phone sector. Industrial Management & Data
Systems, 107 (5), 672-687.
TÜROFED (2006). Turizm Raporu. İstanbul: Türkiye Otelciler Federasyonu Yayını.
Tütüncü, Ö. (2001). Yiyecek içecek işletmelerinde müşteri tatmininin ölçülmesi. Ankara:
Turhan Kitabevi.
Tütüncü, Ö. (2009). Ağırlama hizmetlerinde kalite sistemleri. Ankara: Detay Yayınevi.
Woodruff, R. (1997). Customer value: The next source for competitive advantage. Journal of
the Academy of Marketing Science, 25 (2), 139-153.
Yoon, Y. & Uysal, M. (2005). An examination of the effects of motivation and satisfaction on
destination loyalty: A structural model. Tourism Management, 26 (1), 45-56.
Yüksel, A. & Yüksel, F. (2001). Measurement and management issues in customer
satisfaction research: review, critique and research agenda: Part One. Journal of
Travel & Tourism Marketing, 10(4), 47-80.
Zeithaml, V.A. (1988). Consumer perceptions of price, quality, and value: A means-end
model and synthesis of evidence. Journal of Marketing, 52 (3), 2-22.

Thank you for copying data from http://www.arastirmax.com