Yıl 2013,
Cilt: 24 Sayı: 1, 96 - 108, 01.06.2013
Öz
The history of the hotel industry in our country dated back to caravansaries and with the Industrial Revolution it has become one of the most important subjects in Turkey and all over the world. In today’s world, global economy and developments increased the level of competition and developing customer loyalty has become very important for the businesses. In this labor-intensive industry to develop customer loyalty, hotel enterprises must endeavor more than ever. The primary objective of this study is to determine the relationship between the image and service quality perceptions and repeated buying behavior of hotel customers. In this study, the existing literature on the image, service quality, customer loyalty and buying behaviors have been examined and a field study has been conducted. The field study has been conducted on 380 of two to five star selected hotels costumers in Adana. In this research factor analysis was used for data reduction and simple correlation (Pearson’s r) analysis was used for hypothesis testing. Results have indicated that there is a positive relationship between the perceived image and perceived service quality with the future intentions of the hotel customers.
Anahtar Kelimeler
Image Image congruence Service quality Customer loyalty Repurchase intention
Kaynakça
- Back, K. (2001). The Effects of Image Congruence on Customer
- Satisfaction and Brand Loyalty in The Lodging Industry
- (Yayınlanmamış Doktora Tezi). Pennsylvania: The Pennsylvania
- State University The graduate School College of
- Health and Human Development.
- Baker, S., Grewal, D. ve Parasuraman, A. (1994). The Influence
- of Store Environment on Quality Inferences and Store
- Image, Journal of the Academy of Marketing, 22 (4): 328 – 339.
- Cohen, J. (1988). Statistical Power Analysis for the Behavioral Sciences.
- Baskı. Lawrence Erlbaum Associates.
- Cole, S. T., Crompton, J. L. ve Willson, V. L. (2002). An Empirical
- Investigation of the Relationship between Service
- Quality, Satisfaction and Behavioral Intentions among
- Visitors to Wildlife Refuge, Journal of Leisure Research, 34
- (1): 1-24.
- Cronin, J. ve Taylor, S. (1992). Measuring Service Quality: A Re-
- Examination and Extension, Journal of Marketing, 56 (3):
- -68.
- Deslandes, D. (2006). Assessing the Image of St. Lucia: Does the
- Type of Visitor Matter? Journal of Eastern Caribbean Studies,
- (4): 52-84.
- Disney, J. (1999). Customer Satisfaction and Loyalty: The Critical
- Elements of Service Quality, Total Quality Management,
- (4-5): 491-497.
- Farhat, R. ve Khan, M. B. (2011). Importance of Brand Personality
- to Customer Loyalty: A Conceptual Study, New Media
- and Mass Communication, 1: 4-10.
- Garson, D. (1998). Neural Networks: An Introductory for Social Scientists. Thousand Oaks, CA: Sage Yayınları.
- Gronroos, C. (1984). A Service Quality Model and Its Marketing
- Implications, European Journal of Marketing, 18 (4): 36-44.
- Hair, J. F., Anderson, R. E., Tatham, R. L. ve Black, W. C., (1998).
- Multivariate Data Analysis. New Jersey: Prentice Hall.
- Hawkins, D, Best, R. ve Coney, K. (2001). Consumer Behaviour
- Building Marketing Strategy. 8. Baskı. McGraw-Hill Boston.
- Hui, T. K. ve Wan, T. W. D. (2003). Singapore’s Image As a Tourist
- Destination, Interntional Journal of Tourism Research, 5
- (4): 305-313.
- Jacoby, J. ve Olson, J. C. (1970). An Attitude Model of Brand Loyalty:
- Conceptual Underpinnings and Instrumentation Research.
- John Wiley & Sons, New York, NY.
- Jacoby, J. ve Kyner, D. B. (1973). Brand Loyalty vs. Repeat Purchasing
- Behavior, Journal of Marketing Research, 10: 1-9.
- Kandampully, J. (1998). Service Quality to Service Loyalty: A
- Relationship Which Goes Beyond Customer Services, Total
- Quality Management, 9 (6): 431-443.
- Kandampully, J. ve Suhartanto, D. (2000). Customer Loyalty
- in the Hotel Industry: The Role of Customer Satisfaction
- and Image, International Journal of Contemporary Hospitality
- Management, 2 (6): 346-351.
- Lee, G. S. (2003). The Role of Hotel Image and Image Congruence
- and Effects on Repeat Intention in the Hotel Industry
- (Yayınlanmamış Yüksek Lisans Tezi). Las Vegas: University
- of Nevada the Graduate College.
- Lee, C. S., Kim, S. E. ve Lim, J. Y. (2006). The Role of Corporate
- Image in the NCSI Model: Experience from the KCSI,
- Study, Journal of International Consumer Marketing, 19 (1): 7-34.
- Marangoz, M. (2006). Tüketicilerin Marka Fonksiyonu Algılamaları
- ile Satın Alma Sonrası Davranışları Arasındaki
- İlişki, D.E.Ü.İ.İ.B.F. Dergisi, 21 (2): 107-128.
- Markovic, I. (2006). High-performance Hybrid Fibre Concrete
- (Yayınlanmış Doktora Tezi). Hollanda: Delft Üniversitesi
- Yayınları.
- Martineau, P. (1958). Sharper Focus For Corporate Image, Harvard
- Business Review, 36: 49-58.
- Nakip, M. (2003). Pazarlama Araştırmaları: Teknikler ve (SPSS Destekli)
- Uygulamalar. Ankara: Seçkin Yayıncılık.
- Nakip, M. (2006). Pazarlama Araştırmaları Teknikler ve (SPSS Destekli)
- Uygulamalar. 2. Baskı. Ankara: Seçkin Yayıncılık.
- Nguyen, N. ve Leblanc, G. (1995). Cues Used By Customers
- Evaluating Corporate Image in Service Firms: An Empirical
- Study in Financial Institutions, International Journal
- of Service, 7 (2): 44-56.
- Nguyen, N. ve Leblanc, G. (1998). The Mediating Role of Corporate
- Image on Customers’ Retention Decisions: An Investigation
- in Financial Services, International Journal of Bank
- Marketing, 16 (2): 52-65.
- Odabaşı, Y. ve Barış, G. (2002). Tüketici Davranışı. İstanbul: Kapital
- Medya Hizmetleri A.Ş. MediaCat Kitapları.
- Parent, M. ve Foreman, P. (2007). Organizational Image and
- Identity Management in Large-Scale Sporting Events, Journal
- of Sport Management, 21 (1): 15-40.
- Park, J., Robertson, R. ve Wu, C. (2006). Modelling the Impact
- of Airline Service Quality and Marketing Variables on
- Passengers’ Future Behavioral Intentions, Transportation
- Planning and Technology, 29 (5): 359-381.
- Reichheld, F. F. (1993). Loyalty-Based Management, Harvard Business
- Review, Mart-Nisan.
- Sirgy, M. J., Grewal, D., Amngleburg, T., Park, J., Chon, K., Claiborne,
- C. B., Johar, J. S. ve Berkman, H. (1997). Assessing
- the Predictive Validity of Two Methods of Measuring
- Self-Image Congruence, Journal of the Academy of Marketing
- Science, 25 (3): 229-241.
- Sirgy, M. J., Lee, D. J., Johar, J. S. ve Tidwell, J. (2008). Effect of
- Self-Congruity with Sponsorship on Brand Loyalty, Journal
- of Business Research, 61 (10): 1091-1097.
- Spangenberg, E. R., Grohmann, B. ve Sprott, D. E. (2005). It’s Beginning
- to Smell (and Sound) a Lot Like Christmas: The
- Interactive Effects of Ambient Scent and Music in a Retail
- Setting, Journal of Business Research, 58 (11): 1583-1589.
- Sparks, B. (2007). Planning A Wine Tourism Vacation? Factors
- That Help To Predict Tourist Behavioural Intentions, Tourism
- Management, 28 (5): 1180-1192.
- SPSS Inc. (1993). SPSS for WINDOWS Professional Statistics Release
- 0.
- Stern, B., Zinkhan, G. M. ve Jaju, A. (2001). Marketing Images
- Construct Definition, Measurement Issues, and Theory
- Development, Marketing Theory, (1): 201-224.
- Suh, J. C. ve Yi, Y. (2006). When Brand Attitudes Affect the Customer
- Satisfaction-Loyalty Relation: The Moderating Role
- of Product Involvement, Journal of Consumer Psychology,
- (2): 145-155.
- Too, L. H. Y., Souchon, A. L. ve Thirkell, P. C. (2001). Relationship
- Marketing and Customer Loyalty in a Retail Setting:
- A Dyadic Exploration, Journal of Marketing Management,
- : 287-319.
- Zeithaml, V. A., Berry, L. L. ve Parasuraman, A. (1985). A Conceptual
- Model of Service Quality and Its Implications for
- Future Research, Journal of Marketing, 49 (4): 41-50.
- Zeithaml, V. A., Berry, L. L. ve Parasuraman, A. (1993). More on
- Improving Service Quality Measurement, Journal of Retailing,
- (1): 140-147.
- Zeithaml, V. A., Berry, L. L. ve Parasuraman, A. (1996). The Behavioral
- Consequences of Service Quality, Journal of Marketing,
- (2): 31-46.
Yıl 2013,
Cilt: 24 Sayı: 1, 96 - 108, 01.06.2013
Öz
Ülkemizde otel endüstrisinin tarihi kervansaraylara kadar dayanmaktadır ve bu endüstri, sanayi devrimiyle beraber dünya genelinde ve Türkiye’de en önemli konulardan biri haline gelmiştir. Günümüz dünyasında küresel ekonomi ve teknolojik gelişmeler rekabetin artmasına sebep olmuş ve müşteri bağlılığı yaratmak işletmeler için çok önemli hale gelmiştir. Emek yoğun bu endüstri kolunda otel işletmeleri müşteri bağlılığını sağlamak için her zamankinden daha fazla çaba göstermek zorundadır. Bu çalışmanın temel amacı otel müşterilerinin imaj ve hizmet kalitesi algıları ile tekrar satın alma davranışları arasındaki ilişkiyi incelemektir. Bu çalışmada imaj, hizmet kalitesi, müşteri bağlılığı ve satın alma davranışları hakkındaki mevcut literatür incelenmiş ve bir saha çalışması yürütülmüştür. Saha çalışması Adana’daki iki, üç, dört ve beş yıldızlı otellerde konaklayan 380 otel müşterisi üzerinde gerçekleştirilmiştir. Araştırmada veri sadeleştirme amacıyla faktör analizi ve hipotezlerin test edilmesinde de korelasyon (Pearson r) analizi kullanılmıştır. Araştırma sonuçları otel müşterilerinin imaj ve hizmet kalitesi algıları ile tekrar
satın alma davranışları arasında niyetsel bir ilişkinin varlığını göstermektedir.
Anahtar Kelimeler
Kaynakça
- Back, K. (2001). The Effects of Image Congruence on Customer
- Satisfaction and Brand Loyalty in The Lodging Industry
- (Yayınlanmamış Doktora Tezi). Pennsylvania: The Pennsylvania
- State University The graduate School College of
- Health and Human Development.
- Baker, S., Grewal, D. ve Parasuraman, A. (1994). The Influence
- of Store Environment on Quality Inferences and Store
- Image, Journal of the Academy of Marketing, 22 (4): 328 – 339.
- Cohen, J. (1988). Statistical Power Analysis for the Behavioral Sciences.
- Baskı. Lawrence Erlbaum Associates.
- Cole, S. T., Crompton, J. L. ve Willson, V. L. (2002). An Empirical
- Investigation of the Relationship between Service
- Quality, Satisfaction and Behavioral Intentions among
- Visitors to Wildlife Refuge, Journal of Leisure Research, 34
- (1): 1-24.
- Cronin, J. ve Taylor, S. (1992). Measuring Service Quality: A Re-
- Examination and Extension, Journal of Marketing, 56 (3):
- -68.
- Deslandes, D. (2006). Assessing the Image of St. Lucia: Does the
- Type of Visitor Matter? Journal of Eastern Caribbean Studies,
- (4): 52-84.
- Disney, J. (1999). Customer Satisfaction and Loyalty: The Critical
- Elements of Service Quality, Total Quality Management,
- (4-5): 491-497.
- Farhat, R. ve Khan, M. B. (2011). Importance of Brand Personality
- to Customer Loyalty: A Conceptual Study, New Media
- and Mass Communication, 1: 4-10.
- Garson, D. (1998). Neural Networks: An Introductory for Social Scientists. Thousand Oaks, CA: Sage Yayınları.
- Gronroos, C. (1984). A Service Quality Model and Its Marketing
- Implications, European Journal of Marketing, 18 (4): 36-44.
- Hair, J. F., Anderson, R. E., Tatham, R. L. ve Black, W. C., (1998).
- Multivariate Data Analysis. New Jersey: Prentice Hall.
- Hawkins, D, Best, R. ve Coney, K. (2001). Consumer Behaviour
- Building Marketing Strategy. 8. Baskı. McGraw-Hill Boston.
- Hui, T. K. ve Wan, T. W. D. (2003). Singapore’s Image As a Tourist
- Destination, Interntional Journal of Tourism Research, 5
- (4): 305-313.
- Jacoby, J. ve Olson, J. C. (1970). An Attitude Model of Brand Loyalty:
- Conceptual Underpinnings and Instrumentation Research.
- John Wiley & Sons, New York, NY.
- Jacoby, J. ve Kyner, D. B. (1973). Brand Loyalty vs. Repeat Purchasing
- Behavior, Journal of Marketing Research, 10: 1-9.
- Kandampully, J. (1998). Service Quality to Service Loyalty: A
- Relationship Which Goes Beyond Customer Services, Total
- Quality Management, 9 (6): 431-443.
- Kandampully, J. ve Suhartanto, D. (2000). Customer Loyalty
- in the Hotel Industry: The Role of Customer Satisfaction
- and Image, International Journal of Contemporary Hospitality
- Management, 2 (6): 346-351.
- Lee, G. S. (2003). The Role of Hotel Image and Image Congruence
- and Effects on Repeat Intention in the Hotel Industry
- (Yayınlanmamış Yüksek Lisans Tezi). Las Vegas: University
- of Nevada the Graduate College.
- Lee, C. S., Kim, S. E. ve Lim, J. Y. (2006). The Role of Corporate
- Image in the NCSI Model: Experience from the KCSI,
- Study, Journal of International Consumer Marketing, 19 (1): 7-34.
- Marangoz, M. (2006). Tüketicilerin Marka Fonksiyonu Algılamaları
- ile Satın Alma Sonrası Davranışları Arasındaki
- İlişki, D.E.Ü.İ.İ.B.F. Dergisi, 21 (2): 107-128.
- Markovic, I. (2006). High-performance Hybrid Fibre Concrete
- (Yayınlanmış Doktora Tezi). Hollanda: Delft Üniversitesi
- Yayınları.
- Martineau, P. (1958). Sharper Focus For Corporate Image, Harvard
- Business Review, 36: 49-58.
- Nakip, M. (2003). Pazarlama Araştırmaları: Teknikler ve (SPSS Destekli)
- Uygulamalar. Ankara: Seçkin Yayıncılık.
- Nakip, M. (2006). Pazarlama Araştırmaları Teknikler ve (SPSS Destekli)
- Uygulamalar. 2. Baskı. Ankara: Seçkin Yayıncılık.
- Nguyen, N. ve Leblanc, G. (1995). Cues Used By Customers
- Evaluating Corporate Image in Service Firms: An Empirical
- Study in Financial Institutions, International Journal
- of Service, 7 (2): 44-56.
- Nguyen, N. ve Leblanc, G. (1998). The Mediating Role of Corporate
- Image on Customers’ Retention Decisions: An Investigation
- in Financial Services, International Journal of Bank
- Marketing, 16 (2): 52-65.
- Odabaşı, Y. ve Barış, G. (2002). Tüketici Davranışı. İstanbul: Kapital
- Medya Hizmetleri A.Ş. MediaCat Kitapları.
- Parent, M. ve Foreman, P. (2007). Organizational Image and
- Identity Management in Large-Scale Sporting Events, Journal
- of Sport Management, 21 (1): 15-40.
- Park, J., Robertson, R. ve Wu, C. (2006). Modelling the Impact
- of Airline Service Quality and Marketing Variables on
- Passengers’ Future Behavioral Intentions, Transportation
- Planning and Technology, 29 (5): 359-381.
- Reichheld, F. F. (1993). Loyalty-Based Management, Harvard Business
- Review, Mart-Nisan.
- Sirgy, M. J., Grewal, D., Amngleburg, T., Park, J., Chon, K., Claiborne,
- C. B., Johar, J. S. ve Berkman, H. (1997). Assessing
- the Predictive Validity of Two Methods of Measuring
- Self-Image Congruence, Journal of the Academy of Marketing
- Science, 25 (3): 229-241.
- Sirgy, M. J., Lee, D. J., Johar, J. S. ve Tidwell, J. (2008). Effect of
- Self-Congruity with Sponsorship on Brand Loyalty, Journal
- of Business Research, 61 (10): 1091-1097.
- Spangenberg, E. R., Grohmann, B. ve Sprott, D. E. (2005). It’s Beginning
- to Smell (and Sound) a Lot Like Christmas: The
- Interactive Effects of Ambient Scent and Music in a Retail
- Setting, Journal of Business Research, 58 (11): 1583-1589.
- Sparks, B. (2007). Planning A Wine Tourism Vacation? Factors
- That Help To Predict Tourist Behavioural Intentions, Tourism
- Management, 28 (5): 1180-1192.
- SPSS Inc. (1993). SPSS for WINDOWS Professional Statistics Release
- 0.
- Stern, B., Zinkhan, G. M. ve Jaju, A. (2001). Marketing Images
- Construct Definition, Measurement Issues, and Theory
- Development, Marketing Theory, (1): 201-224.
- Suh, J. C. ve Yi, Y. (2006). When Brand Attitudes Affect the Customer
- Satisfaction-Loyalty Relation: The Moderating Role
- of Product Involvement, Journal of Consumer Psychology,
- (2): 145-155.
- Too, L. H. Y., Souchon, A. L. ve Thirkell, P. C. (2001). Relationship
- Marketing and Customer Loyalty in a Retail Setting:
- A Dyadic Exploration, Journal of Marketing Management,
- : 287-319.
- Zeithaml, V. A., Berry, L. L. ve Parasuraman, A. (1985). A Conceptual
- Model of Service Quality and Its Implications for
- Future Research, Journal of Marketing, 49 (4): 41-50.
- Zeithaml, V. A., Berry, L. L. ve Parasuraman, A. (1993). More on
- Improving Service Quality Measurement, Journal of Retailing,
- (1): 140-147.
- Zeithaml, V. A., Berry, L. L. ve Parasuraman, A. (1996). The Behavioral
- Consequences of Service Quality, Journal of Marketing,
- (2): 31-46.
Toplam 124 adet kaynakça vardır.
Ayrıntılar
| Birincil Dil | Türkçe |
|---|---|
| Bölüm | Hakem Denetimli Makaleler |
| Yazarlar | |
| Yayımlanma Tarihi | 1 Haziran 2013 |
| Yayımlandığı Sayı | Yıl 2013 Cilt: 24 Sayı: 1 |