Algılanan Hizmet Kalitesinin Marka Sadakati Üzerine Etkisi: Turizm Sektörü 5 Yıldızlı Oteller Örneği

Year 2024, Volume: 6 Issue: 3, 197 - 213, 30.09.2024

Ali Özcan , Begüm Pehlivan , Ahmet Erkasap

https://doi.org/10.54821/uiecd.1532249

Abstract

Bu çalışma, turizm sektöründe 5 yıldızlı otellerde konaklayan misafirlerin algıladıkları hizmet kalitesine dayalı olarak marka sadakatine yönelik tutumlarını incelemeyi amaçlamaktadır. Örneklem, İstanbul'da bir 5 yıldızlı otelde konaklayan 204 erkek ve kadın katılımcıdan oluşmaktadır. Çalışma, algılanan hizmet kalitesinin boyutları olan fiziki unsurlar, güvenilirlik, yanıt verebilirlik, güvence ve empati unsurlarının otel misafirleri arasındaki marka sadakatini nasıl etkilediğini değerlendirmektedir. Anketler kullanılarak algılanan hizmet kalitesi ve marka sadakati ölçülmüş ve nicel yöntemler kullanılmıştır. Verilerin değerlendirilmesinde betimleyici istatistikler, keşifsel faktör analizi ve yapısal eşitlik modellemesi gibi istatistiksel analizler yapılmıştır. Bulgular, algılanan hizmet kalitesi ile marka sadakati arasında anlamlı bir pozitif korelasyon olduğunu ortaya koymaktadır. Özellikle, daha yüksek algılanan hizmet kalitesi müşteri memnuniyetini artırmakta ve bu da marka sadakatini geliştirmektedir. Sonuçlar, otel yönetimlerinin müşteri sadakatini güçlendirmek için hizmet kalitesini iyileştirmeye odaklanmasının önemini vurgulamaktadır. Bu çalışma, İstanbul'daki lüks otelcilik sektöründe hizmet kalitesi ile marka sadakati arasındaki ilişkiye dair literatüre katkı sağlamakta ve otel yöneticilerine müşteri bağlılığını ve sadakatini artırmaya yönelik pratik öneriler sunmaktadır.

Keywords

Algılanan Hizmet Kalitesi, Marka Sadakati, Turizm Sektörü, 5 Yıldızlı Oteller, Müşteri Memnuniyeti

The Effect of Perceived Service Quality on Brand Loyalty: The Case of 5 Star Hotels in Tourism Sector

Abstract

This study aims to examine the attitudes towards brand loyalty based on the perceived service quality of guests staying in 5-star hotels in the tourism sector. The sample consists of 204 male and female participants who stayed in a 5-star hotel in Istanbul. The study evaluates how the dimensions of perceived service quality-namely tangibility, reliability, responsiveness, assurance, and empathy-affect brand loyalty among hotel guests. Quantitative methods were used to measure perceived service quality and brand loyalty using questionnaires. Statistical analyses including descriptive statistics, exploratory factor analysis and structural equation modeling were conducted to evaluate the data. The findings reveal that there is a significant positive correlation between perceived service quality and brand loyalty. Specifically, higher perceived service quality increases customer satisfaction, which in turn improves brand loyalty. The results emphasize the importance for hotel management to focus on improving service quality to ensure stronger customer loyalty. This study contributes to the literature by providing insights into the relationship between service quality and brand loyalty in the context of the luxury hotel industry in Istanbul and offers practical implications for hotel managers aiming to increase customer retention and loyalty.

Keywords

Perceived Service Quality, Brand Loyalty, Tourism Industry, 5-Star Hotels, Customer Satisfaction

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