Ergan Dağı Kayak Merkezinde Hizmet Kalitesi, Müşteri Memnuniyeti ve Tavsiye Niyetleri Üzerine Bir Araştırma

Yıl 2024, Cilt: 11 Sayı: 1, 81 - 96, 04.06.2024

Necibe Şen , Muhammed Taş , Erkan Güneş

Öz

Turizm sektörü hizmet ağırlıklı bir yapıya sahiptir. Destinasyonların ve turizm işletmelerinin hizmet kalitesi müşterilerin tercihlerini etkilemektedir. Dolayısıyla, çekicilik unsuru olarak kış turizm merkezlerinde sunulan hizmetin kalitesi ve buraları tercih eden ziyaretçilerin memnuniyetleri önem arz etmektedir. Bu araştırma, kış turizm merkezi ziyaretçilerinin hizmet kalitesi algısının müşteri memnuniyeti üzerindeki etkisi ile müşteri memnuniyetinin tavsiye etme niyeti üzerindeki etkisini belirlenmeyi amaçlamaktadır. Bu amaç doğrultusunda, yeni kış turizm destinasyonlarından biri olan Erzincan Ergan Dağı araştırma alanı olarak seçilmiştir. Araştırmanın evrenini, Ergan Dağını ziyaret edenler oluşturmaktadır. Araştırmada kolayda örnekleme yöntemi tercih edilmiş ve Ergan Dağını ziyaret eden 387 ziyaretçiye yüz yüze ve çevrimiçi anket formu yöneltilerek veriler toplanmıştır. Araştırma sonucunda, katılımcıların hizmet kalitesi algısının müşteri memnuniyeti üzerinde ve müşteri memnuniyetinin de tavsiye etme niyeti üzerinde pozitif etkisi olduğu görülmüştür. Bu sonuç hizmet kalite algısının müşteri memnuniyetini ve memnuniyetin tavsiye etme niyetini olumlu yönde etkilediği göstermektedir. Bu doğrultuda, destinasyon ve turizm işletme yöneticilerine hizmet kalitesi ve müşteri memnuniyetini arttırmaya yönelik uygulamalar geliştirmesi önerilmektedir.

Anahtar Kelimeler

Kış turizmi, hizmet kalitesi, müşteri memnuniyeti, tavsiye etme niyeti

A Study on Service Quality, Customer Satisfaction and Recommendation Intention at Ergan Mountain Ski Center

Öz

The tourism sector has a service-oriented structure. The service quality of destinations and tourism enterprises affects the preferences of customers. Therefore, as an element of attractiveness, the quality of the service offered in winter tourism centers and the satisfaction of visitors who prefer these places are important. This research aims to determine the effect of the perception of service quality of winter tourism center visitors on customer satisfaction and the effect of customer satisfaction on the intention to recommend. For this purpose, Erzincan Ergan Mountain, one of the new winter tourism destinations, has been selected as a research area. The universe of the research is made up of those who visit Ergan Mountain. In the research, the easy sampling method was preferred and the data were collected by sending a face-to-face and online survey form to 387 visitors who visited Mount Ergan. As a result of the research, it was found that the participants' perception of service quality had a positive effect on customer satisfaction and customer satisfaction also had a positive effect on the intention to recommend. This result shows that the perception of service quality positively affects customer satisfaction and the intention to recommend satisfaction. In this direction, it is recommended that destination and tourism business managers develop applications aimed at increasing service quality and customer satisfaction.

Anahtar Kelimeler

Winter tourism, quality of service, customer satisfaction, intention to recommend.

Etik Beyan

This study was carried out the decision of Erzincan Binali Yıldırım University Ethics Committee at its meeting dated 21.01.2022 and numbered 01/18.

Kaynakça

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