Müzelerdeki Hizmet Kalitesinin Memnuniyet Algısı ve Tavsiye Etme Niyeti Üzerindeki Etkisi: Anadolu Medeniyetleri Müzesi Örneği

Yıl 2018, Cilt: 20 Sayı: 2, 103 - 122, 15.09.2018

Ayşe Nevin Sert , Sıla Karacaoğlu

https://doi.org/10.32709/akusosbil.417733

Cited By: 6

Öz

Bu çalışmanın amacı Anadolu Medeniyetleri Müzesi'ne yönelik
algılanan hizmet kalitesinin ve söz konusu hizmet kalitesinin memnuniyet algısı
ile tavsiye etme niyeti üzerindeki etkisini ölçmektir. Anadolu Medeniyetleri
Müzesinde kolayda örneklem yöntemi kullanılarak 449 ziyaretçiyle yapılan
araştırmada hizmet kalitesi “fiziksel özellikler”, “heveslilik”, “iletişim”, “tüketilenler”
ve “empati” olmak üzere 5 boyuttan oluşmuştur. "Fiziksel özellikler” boyutunun memnuniyet
ve tavsiye etme niyeti üzerinde en etkili boyut olduğu saptanmıştır. Bir diğer
sonuç olarak, çalışma sonuçları, algılanan hizmet kalitesinin memnuniyet algısı ve tavsiye etme
niyeti üzerinde anlamlı ve pozitif bir etkisi olduğunu göstermiştir. Algılanan hizmet kalitesinin ölçülmesi, müze yöneticilerinin dikkat etmesi gereken hizmet alanlarını
belirleyip bu alanlara öncelik vermelerine böylece hizmet kalitesinde ve
ziyaretçi memnuniyetinde iyileştirmeler yapmalarına dolayısıyla da tavsiye etme
niyetini olumlu etkilemelerine olanak tanıyabilir. 

Anahtar Kelimeler

Hizmet Kalitesi, Memnuniyet Algısı, Tavsiye Etme Niyeti, Anadolu Medeniyetleri Müzesi

The Impact Of Service Quality On Perception of Satisfaction and Intention To Recommend: The Museum of Anatolian Civilizations Case

Öz

Kaynakça

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