You are here

Home » Content

İŞGÖRENLERİN MÜŞTERİ SADAKATİ ÜZERİNDEKİ ETKİLERİ: KONAKLAMA İŞLETMELERİ ÖRNEĞİ

THE EFFECTS OF EMPLOYEES ON CUSTOMER LOYALTY: THE CASE OF HOSPITALITY BUSINESS

Journal Name:

  • The Journal of Academic Social Science Studies

Publication Year:

  • 2013
DOI: 
http://dx.doi.org/10.9761/JASSS1695

Key Words:

Keywords (Original Language):

Author NameUniversity of Author
Abstract (2. Language): 
Employees plays vital role on customer loyalty in hospitality businesses. Such roles not only affect customer loyalty but the businesses’ future as well. The main purpose of this study is to investigate the effects of employees on customer loyalty. To reach this purpose; first, the obtained data from literature have been used to provide a conceptual framework. Appropriate to this framework, 5-point Likert type survey has been prepared. Between May-October in 2012, face-to-face interviews were conducted among foreign tourists who were on a holiday in five-star hospitality business operating within Bodrum destination of Turkey and total 359 participants fitting into research objective were asked the survey questions. Obtained data have been analyzed via SPSS; their explanatory and confirmatory factor analyses have been performed within the framework of research model. Structural and convergent validity of the data have revealed with the explanatory factor analysis. Then, confirmatory factor analyses were used to test the effects of independents variables on dependent variable. It was tested using a correlation analysis todetermine the relationship among factor groups and a regression analysis to determine the effects of factor 1-4 on factor 5. As a result, factor 1-3 of independent variables have positive influence on the dependent variables while factor 4 not. 6 of 8 hypotheses formed in conceptual part of this study were supported.
Bookmark/Search this post with
Abstract (Original Language): 
Konaklama işletmelerinde işgörenler müşteri sadakatinin sağlanmasında önemli bir rol oynamaktadır. Bu roller yalnızca müşteri sadakati üzerinde değil aynı zamanda konaklama işletmelerinin geleceğinde de etkilidir. Bu çalışmanın temel amacı müşteri sadakati üzerinde işgörenlerin etkisini ortaya çıkarmaktır. Bu amaca ulaşmak için, öncelikle literatürden elde edilen verilerle kavramsal çerçeve oluşturulmuştur. Bu çerçeveye uygun olarak 5’li Likert türü anket hazırlanmıştır. 2012 yılı Mayıs-Ekim ayları arasında Türkiye’de Bodrum destinasyonundaki 5 yıldızlı otellerde tatilini geçirmekte olan yabancı turistlerden, çalışmanın amacına uygun olarak hazırlanmış anket formu aracılığıyla ve yüz yüze görüşme yapılarak 359 kişiden veriler toplanmıştır. Araştırma modeli çerçevesinde elde edilen veriler açıklayıcı ve doğrulayıcı faktör analizler kapsamında SPSS programı ile analiz edilmiştir. Açıklayıcı faktör analizi ile verilerin yapısal ve yakınsak geçerliliği yapılmıştır. Sonraki aşamada doğrulayıcı faktör analizi ile bağımsız değişkenlerin bağımlı değişken üzerindeki etkisi analiz edilmiştir. Faktör grupları arasındaki ilişkileri test etmek için korelasyon analizi, faktör1-4’ün faktör 5 üzerindeki etkisini belirlemek için de regresyon analizi uygulanmıştır. Sonuçta bağımsız değişkenlerin oluşturduğu faktör grupları içinde faktör 1-3 bağımlı değişkenler üzerinde pozitif bir etkiye sahip iken faktör 4’ün etkisinin olmadığı bulunmuştur. Kavramsal bölümde oluşturulan 8 hipotezden 6’sı desteklenmiştir.
FULL TEXT (PDF): 
PDF icon 1387771692_51sendemirsirvan-vd-1039-1059.pdf
  • 6
1039-1059
  • Turkish

REFERENCES

References: 

AKBABA, A. (2006). Measuring service quality in the hotel industry: A study in a business hotel in Turkey. Hospitality Management, 25, 170-192.
AVCIKURT, C. & KÖROĞLU, Ö. (2006). Termal otel işletmelerinde müşteri sadakatini artıran nitelikleri belirlemeye yönelik bir alan araştırması. Seyahat ve Otel İşletmeciliği Dergisi, 3 (1), 5-16.
BAKER, D.A. & CROMPTON, J.L. (2000). Quality, satisfaction, and behaviour intentions. Annals of Tourism Research, 27 (3), 785-804.
BERKOWITZ, E.N., KERIN, R.A. & HARTLEY, W. (2000). Marketing. USA: McGraw-Hill Inc.
BETTENCOURT, L.A. & BROWN, S.W. (1997). Contact employee: Relationships among workplace fairness, job satisfaction and prosocial service behaviors. Journal of Retailing, 73 (1), 39–61.
CHOI, K.S., CHO, W.H., LEE, S., LEE, H.K. & KIM, C. (2004). The relationships among quality, value, satisfaction and behavioral intention in health care provider choice: a South Korean study. Journal of Business Research, 57 (8), 913-921.
CRONIN, J., BRADY, M. & HULT, T. (2000). Assessing the effects of quality, value and customer satisfaction on customer behavioral intentions in service environments. Journal of Retailing, 76,193-218.
CROUCH, G.I. & RITCHIE, J.R.B. (1999). Tourism, competitiveness and societal prosperity. Journal of Business Research, 44 (3), 137-152.
CYR, D., HASSANEIN, K., HEAD, M. & IVANOV, A. (2007). The role of social presence in establishing loyalty in e-Service environments. Interacting with Computers, 19 (1), 43-56.
1056
Şirvan ŞEN DEMİR – Yusuf GÜNAYDIN
DEL BOSQUE, I.R. & SAN MARTIN, H. (2008). Tourist satisfaction, a cognitive-affective model. Annals of Tourism Research, 35 (2), 551-573.
DEMİR, M. & DEMİR, Ş.Ş. (2003). Konaklama İşletmelerinde Elektronik Bilgi Sisteminin (EBS) İşgörenler Üzerindeki Etkilerinin Araştırılması. Anatolia; Turizm Araştırmaları Dergisi, 14 (1), 56-64.
DEMİR, Ş.Ş. (2013). Beklenti, algılanan kalite-değer ve memnuniyet ilişkisi: Turizm lisans öğrencileri üzerine bir uygulama. Uluslararası İnsan Bilimleri Dergisi, 10 (1), 307-324.
DICK, A. & BASU, K. (1994). Customer loyalty: toward an integrated conceptual framework. Journal of the Academy of Marketing Science, 22 (2), 99-113.
ENNEW, C.T. & BINKS, M. (1996). The impact of service quality and service characteristics on customer retention. Small Businesses, 3, 219-230.
ENZ, C.A. & SIGUAW, J.A. (2000). Best practices in service quality. Cornell Hotel & Restaurant Administration Quarterly, 41 (5), 20-29.
GARBARINO, E. & JOHNSON, M.S. (1999). The different role of satisfaction, trust, and commitment in customer relationships. Journal of Marketing, 63 (2), 70–87.
GHOBADIAN, A., SPELLER, S. & JONES, M. (1994). Service quality: Concepts and models. International Journal of Quality and Reliability Management, 11 (9), 43-66.
GRÖNROOS, C. (1984). A services quality model and its marketing implications. European Journal of Marketing, 18 (4), 38-45.
GÜLER, E.G. (2009). Otel işletmelerinde değer yaratma ve müşteri değeri algılaması üzerine bir araştırma: Edirne’deki oteller örneği. Anatolia: Turizm Araştırmaları Dergisi, 20 (1), 61-76.
HANÇER, M. (2003). Konaklama endüstrisinde müşteri sadakati: anlam, önem, etki ve sonuçlar. Seyahat ve Turizm Araştırmaları Dergisi, 3 (1-2), 28-35.
HARTMANN, P. & IB[ÑEZ, V.A. (2007). Managing customer loyalty in liberalized residential energy markets: The impact of energy branding. Energy Policy, 35 (4), 2661-2672.
HESKETT, J.L. (2002). Beyond costumer loyalty. Managing Service Quality, 12 (6), 355-357.
İÇÖZ, O. (2001). Turizm İşletmelerinde Pazarlama. Ankara: Turhan Kitabevi.
JOBBER, D. (1995). Principles of Marketing. London, McGraw-Hill Book Company.
KANDAMPULLY, J. & SUHARTANTO, D. (2000). Customer loyalty in the hotel industry: The role of customer satisfaction and image. International Journal of Contemporary Hospitality Management, 12 (6), 346-351.
İşgörenlerin Müşteri Sadakati Üzerindeki Etkileri: Konaklama İşletmeleri Örneği 1057
KANDAMPULLY, J. (1998). Service quality to service loyalty. Total Quality Management, 9 (6), 431-443.
KANDAMPULLY, J. (2000). The impact of demand fluctuation on the quality of service: A tourism industry example. Managing Service Quality, 10 (1), 10-18.
KIM, K. J., JEONG, I. J., PARK, J. C., PARK, Y. J., KIM, C. G. & KIM, T. H. (2007). The impact of network service performance on customer satisfaction and loyalty: High-speed internet service case in Korea. Expert Systems with Applications, 32(3), 822-831.
KOTLER, P., BOWEN, J. & MAKENS, J. (2003). Marketing For Hospitality and Tourism. USA: Prentice Hall.
KOTLER, P., AMSTRONG, G. & SAUNDERS, J. (1996). Principles of Marketing. The European Edition: Prentice Hall Inc.
KUMAR, V. & SHAH, D. (2004). Building and sustaining profitable customer loyalty for the 21st Century. Journal of Retailing, 80, 317–330.
LAU, P.M., KHATIBI, A.A. & FIE, D.Y.G. (2005). Service Quality: A study of the luxury hotels in Malaysia. Journal of American Academy of Business, Cambridge, 7 (2), 46-55. LEE, Y.K., PARK, K.H., PARK, D.H., LEE, K.A. & KWON, Y.J. (2005). The relative impact of service quality on service value, customer satisfaction, and customer loyalty in Korean family restaurant context. International Journal of Hospitality & Tourism Administration, 6 (1), 27-51.
LEHTINEN, U. & LEHTINEN, J.R. (1991). Two approaches to service quality dimensions. The Service Industries Journal, 11 (3), 287-303.
LEWIS, R.C. & BOOMS, B.H. (1983). The marketing aspects of service quality. In: Berry, L.L., Shostack, G., Upah, G. (Eds.), Emerging Perspectives in Service Marketing. Chicago: American Marketing Association, 99–107.
LIN, H.H. & WANG,Y.S. (2005). An examination of the determinants of customer loyalty in mobile commerce contexts. Information & Management, 43, 271-282.
LOVELOCK, C. (1994). Product plus how product + Service = Competitive advantage. London: McGraw Hill, Inc.
NUNNALLY, J.C. (1978). Psychometric Theory. New York: McGraw-Hill.
PARASURAMAN, A., ZEITHAML, V.A. & BERRY, L.L. (1988). SERVQUAL: A multiple-item scale for measuring customer perceptions of service quality. Journal of Retailing, 64 (1), 12-40.
1058
Şirvan ŞEN DEMİR – Yusuf GÜNAYDIN
PARASURAMAN, A., ZEITHAML, V.A. & BERRY, L.L. (1994). Reassessment of expectations as a comparison standard in measuring service quality: Implications for Future Research. Journal of Marketing, 58 (1), 111-124.
PARASURAMAN, A., ZEİTHAML, V. A., & BERRY, L. L. (1985). A conceptual model of service quality and its implications for future research. The Journal of Marketing, 41-50.
PETRICK, J.F. (2004). The roles of quality, value, and satisfaction in predicting cruise passengers’ behavioural intentions. Journal of Travel Research, 42 (4), 397-407.
ROWLEY, J.E. (1995). From storekeeper to salesman: Implementing the marketing concept in libraries. Library Review, 44 (1), 24-35.
SEKARAN, U. (2000). Research Methods for Business: A Skill Building Approach. New York: John Wiley & Sons Inc.
SELVİ, M.S. & ERCAN, F. (2006). Otel işletmelerinde müşteri sadakatinin değerlendirilmesi: İstanbul’daki beş yıldızlı otel işletmelerinde bir uygulama. Balıkesir Üniversitesi Sosyal Bilimler Dergisi, 9 (15), 159-188.
TAVMERGEN, İ. (2002). Turizm Sektöründe Kalite Yönetimi. Ankara: Seçkin Yayınları.
TAYLOR, S.A. (1992). Measuring service quality. Journal of Marketing, 56, 55-68.
TIAN-COLE, S. & CROMPTON, J. (2003). A Conceptualization of the relationships between service quality and visitor satisfaction and their links to destination selection. Leisure Studies, 22(1), 65-80.
TSAUR, S.H., CHIU, Y. & HUANG, C.H. (2002). Determinants of guest loyalty to international tourist hotels-a neural network approach. Tourism Management, 23, 397-405
TÜTÜNCÜ, Ö. (2009). Ağırlama Hizmetlerinde Kalite Sistemleri. Ankara: Detay Yayıncılık.
USTA, R. & MEMİŞ, S. (2009). Hizmet kalitesi ve marka bağlılığı arasındaki ilişki üzerine müşteri tatmininin aracılık etkisi. Atatürk Üniversitesi İktisadi ve İdari Bilimler Dergisi, 23 (4), 87-108.
VALLASTER, C. & DE CHERNATONY, L. (2005). Internationalisation of Service brands: The role of leadership during internal brand building process. Journal of Marketing Management, 13, 181-203.
WALKER, L. & HARRISON, J. (2002). Examination of the factorial structure of service quality: A multi firm analysis. The Service Industries Journal, 22 (2), 59-72.
WINSTED, K.F. (2000). Service behaviors the lead to satisfied customers. European Journal of Marketing, 34(3), 399–417.
YOO, S.J. & CHANG, Y.J. (2005). An exploratory research on the store image attributes affecting its store loyalty. Seoul Journal of Business, 11 (1), 19-41.
İşgörenlerin Müşteri Sadakati Üzerindeki Etkileri: Konaklama İşletmeleri Örneği 1059
ZEITHAML, V.A. (1996). Service Marketing. Singapora: Prentice Hall.
ZEITHAML, V.A., BERY, L.L. & PARASURAMAN, A. (1988). Communication and control processes in the delivery of service quality. Journal of Marketing, 52, 35-48.

Thank you for copying data from http://www.arastirmax.com