SANAL BİRLİKLERE KATILIM DÜZEYİNİN OTEL İŞLETMELERİNE YÖNELİK MARKAYA DUYULAN TÜKETİCİ GÜVENİ VE SADAKATİ ÜZERİNE ETKİSİ

Yıl 2017, Cilt: 26 Sayı: 3, 184 - 199, 21.10.2017

Serap Çabuk , Hatice Doğan Südaş , Neslihan Kundakçıoğlu

Öz

Sanal birlikler tüketicilerle
ilişki kurmanın en etkili yollarından birisidir. Konaklama işletmeleri
tüketicilere ulaşmak için yeni bir pazarlama kanalı olan sanal birliklerden
yararlanmaktadır. Daha önceki yapılmış olan çalışmalarda üyelerin sanal birlik
etkinliklerine katılımı etkileyen fonksiyonel, sosyal, psikolojik, hedonik ve ekonomik
unsurlar beş katılım faydası olarak tanımlanmıştır. Bu çalışmada, beş katılım
faydasının yanı sıra gönderi özellikleri olarak ifade edilen gönderilerin
kalitesi, gönderilerin popülaritesi ve gönderilerin çekiciliğinin de tüketici
güveni ve sadakati üzerine etkisi incelenmiştir. Bu çalışmada, sanal birliklere
katılım düzeyinin otel işletmelerine yönelik markaya duyulan tüketici güveni ve
sadakati üzerindeki etkisini belirlemeye yönelik kavramsal bir model
geliştirilmiştir. Saha çalışması İstanbul’da otel işletmelerinde konaklamış
olan ve daha önce ilgili otele ilişkin sosyal medya aracılığı ile bilgi ve
diğer tüketici görüşlerini araştırmış olan 407 tüketici üzerinde
gerçekleştirilmiş ve anket tekniği ile toplanan veri sonuçlarına yer verilmiştir.

Anahtar Kelimeler

Sosyal medya, sanal birlikler, sanal birliğe katılım, marka sadakati, marka güveni

Kaynakça

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