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Bu araştırmanın amacı deniz turizminin önemli alt yapılarından ve işletmelerinden olan yat limanı işletmelerinin hizmet alanlarındaki müşteri memnuniyetinin davranışsal niyetler ve aidiyet üzerindeki etkisini belirlemektir. Araştırma amacına uygun olarak, alanyazında yer alan çalışmalar ve uzman görüşlerinden faydalanılarak yat limanları hizmet alanlarındaki müşteri memnuniyeti, aidiyet ve davranışsal niyet ölçekleri ile birlikte anket formu oluşturulmuştur. 328 anket formu Muğla ili Marmaris ilçesinde faaliyet gösteren yat limanında hizmet alan yat sahibi ve kaptanlara uygulanmıştır. Araştırma sonuçlarında, yat limanı işletmelerinin hizmet alanları müşteri memnuniyetinin, aidiyet ve davranışsal niyetler üzerinde anlamlı ve pozitif yönlü bir etkisinin olduğu belirlenmiştir.
The purpose of this research; The aim of this course is to determine the effect of customer satisfaction on behavioral intentions and belonging in the service areas of marine enterprises which are one of the important infrastructures and enterprises of marine tourism. In accordance with the purpose of the research, a survey form was formed with the scales of customer satisfaction, loyalty and behavioral intention in the marina service areas by using the studies and expert opinions in the literature, and 328 questionnaires were applied to the yacht owners and captains operating in the Marmaris district of Muğla. As a result of the analysis carried out in accordance with the purpose of the research, it has been determined that the service areas of the marina enterprises have a significant and positive effect on customer satisfaction, attachment and behavioral intentions.
The purpose of this research; The aim of this course is to determine the effect of customer satisfaction on behavioral intentions and belonging in the service areas of marina enterprises which are one of the important infrastructures and enterprises of marine tourism. In accordance with the aim of the research, a survey form was formed with the scales of customer satisfaction, loyalty and behavioral intention in the marina service areas by utilizing the studies and expert opinions in the literature, and 328 questionnaires were applied to the yacht owners and captains operating in the Marmaris district of Muğla. As a result of the analysis carried out in accordance with the aim of the research, it has been determined that the service areas of the marina enterprises have a significant and positive effect on customer satisfaction, attachment and behavioral intentions.
Alan : Sosyal, Beşeri ve İdari Bilimler
Dergi Türü : Ulusal
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