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Bu araştırmada, müşteri memnuniyetinin öncülleri olarak fonksiyonel uyum ve benlik uyumu, ardılları olarak ise tutumsal sadakatin bilişsel, duygusal ve eğilimsel sadakat bileşenleri ele alınmıştır. Araştırmanın amacı, fonksiyonel uyumun ve benlik uyumunun müşteri memnuniyetine etkilerini belirlemek ve müşteri sadakatinin oluşumunda memnuniyetin rolünü açıklamaktır. Araştırmanın veri toplama aracı Fethiye destinasyonundaki beş yıldızlı otel işletmelerinde konaklayan 309 katılımcıya uygulanmış, araştırmanın kuramsal modeli ise PLS-SEM yoluyla analiz edilmiştir. Bu bağlamda, fonksiyonel uyumun ve benlik uyumunun müşteri memnuniyetini olumlu etkilediği, ancak fonksiyonel uyumun etkisinin daha yüksek olduğu tespit edilmiştir. Ayrıca, müşteri memnuniyetinin bilişsel ve duygusal sadakati olumlu etkilediği, ancak eğilimsel sadakat üzerinde anlamlı bir etkisinin bulunmadığı sonucuna ulaşılmıştır.
In this study, functional conformity and self-conformity as the pioneers of customer satisfaction, and as their followers, the cognitive, emotional and tendencial components of affectional loyalty were addressed. The purpose of the research is to determine the effects of functional conformity and self-conformity on customer satisfaction and to explain the role of satisfaction in the formation of customer loyalty. The data collection tool of the study was applied to 309 participants who stayed in five-star hotel enterprises in Fethiye, and the theoretical model of the study was analyzed through PLS-SEM. In this context, it has been found that functional conformity and self-conformity positively affect customer satisfaction, but the effect of functional conformity is higher. It is also concluded that customer satisfaction positively affects cognitive and emotional loyalty, but has no meaningful impact on tendency loyalty.
In this research, functional congruity and self-congruity are considered as the antecedents, and cognitive, affective and conative components of customer loyalty are discussed as the consequences of customer satisfaction. The purpose of this research is to determine the effects of functional congruity and self-congruity on customer satisfaction and to explain the role of satisfaction in building customer loyalty. Data collection tool of the research was applied to 309 participants staying in five-star hotels in Fethiye destination and the theoretical model was tested through PLS-SEM analysis. Within this context, it was determined that functional congruity and self-congruity positively influence customer satisfaction, but the effect of functional congruity is greater. It was also concluded that customer satisfaction positively influences cognitive and affective loyalty, but its effect on conative loyalty is not significant.
Field : Filoloji
Journal Type : Ulusal
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