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Bu araştırmada, pasif değer alıcılar yerine, proaktif çözüm ortakları olarak görülmeye başlanan müşterilerin hizmet tasarım ve üretim sürecine katılımlarının, konaklama işletmelerinin başarısında kritik faktörler olarak değerlendirilen algılanan hizmet kalitesi, algılanan değer ve müşteri memnuniyeti üzerindeki etkileri araştırılmıştır. Beş yıldızlı otellerde konaklama hizmeti almış 211 tüketiciden elde edilen veriye ilişkin analiz sonuçlarını etkileyebilecek kayıp değerler, uç değerler ve örneklem dağılımı incelenmiştir. Elde edilen bulgular çerçevesinde değişkenler arasındaki ilişkiler “Kısmi En Küçük Kareler Yöntemine Dayalı Yapısal Eşitlik Modellemesi” ile ölçülmüştür. Her bir yapının ilgili ifadelerle nasıl ölçüldüğünü açıklayan ölçüm modeli aşamasında ölçekler güvenilirlik ve geçerlilik testlerine tabi tutulmuş ve ölçüm modelinde tüm değişkenler güvenilirlik ve geçerlilik kriterlerini sağlamıştır. İkinci aşama olarak yapısal model analizinde ise, gizil değişkenlerin birbirleriyle olan bağlantılarını göstermek için kullanılan yapısal model ve hipotezler test edilmiştir. Elde edilen bulgulara göre, müşterilerin hizmet sürecine katılımları, algıladıkları hizmet kalitesi algısını ve algıladıkları değeri pozitif yönde etkilerken, müşteri memnuniyeti üzerinde istatistiksel yönden anlamlı bir etki tespit edilememiştir. Algılanan hizmet kalitesi, algılanan değer ve müşteri memnuniyeti arasındaki ilişkiler ise anlamlı ve pozitiftir. Ayrıca analiz sonucu ulaşılan aracılık rolüyle de müşteri katılımı arttıkça, algılanan hizmet kalitesinin algılanan değere ve müşteri memnuniyetine yönelik uyumdaki etkisini güçlendirdiği tespit edilmiştir.
In this study, instead of passive value buyers, proactive solutions partners began to be seen as the customer’s participation in the service design and production process, the impact on the quality of the service, the value and customer satisfaction, which are considered critical factors in the success of the accommodation enterprises. In five-star hotels, 211 consumers who received accommodation services were examined the loss values, end values and sample distribution that could affect the analysis results of the data obtained from 211 consumers. In the framework of the findings obtained, the relationships between the variables were measured by the "Structural Equality Modeling Based on the Parcial Smallest Quadratic Method". In the measurement model phase, which describes how each structure is measured with the relevant expressions, the scales were subjected to reliability and validity tests and all the variables in the measurement model provided reliability and validity criteria. In the second phase of structural model analysis, structural models and hypotheses used to show the connections of hidden variables with each other have been tested. According to the findings obtained, the participation of customers in the service process, the perception of the quality of the service they perceive and the value they perceive have a positive impact, while a statistically meaningful impact on customer satisfaction has not been detected. The relationship between the quality of the service detected, the value detected and customer satisfaction is meaningful and positive. Furthermore, the role of mediation achieved by the analysis has also been found that as the customer participation increases, the quality of the service detected enhances the impact in compliance with the value detected and customer satisfaction.
In this study, the effect of customers’ participation who started to be seen as proactive solution partners instead of passive value buyers on perceived service quality, perceived value and customer satisfaction, which were evaluated as critical success factors of hospitality establishments were investigated. Missing values, outlier values and sample distribution that may affect the results of the analysis of data obtained from 211 consumers who received accommodation services in five-star hotels were examined. Within the framework of the results obtained, the relationships between the variables were measured by “structural equality modeling based on the partial least squares method”. At the measurement model stage, which describes how each structure is measured with relevant expressions, the scales were subjected to reliability and validity tests, and all variables in the measurement model provided reliability and validity criterias. As a second step in structural model analysis, the structural model and hypotheses used to show the connections of hidden variables to each other have been tested. According to the results, while the participation of customers in the service process positively effects the perception of service quality and value they perceive, no statistically significant effect on customer satisfaction was found. The relationship between perceived service quality, perceived value and customer satisfaction is significant and positive. In additionally, as the customer participation increased with the mediation role reached as a result of the analysis, it was determined that the perceived service quality strengthened the effect on the harmony towards perceived value and customer satisfaction.
Alan : Sosyal, Beşeri ve İdari Bilimler
Dergi Türü : Uluslararası
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