Abstract:

The concept of customer participation, which creates value in hospitality business, is expressed as the inclusion of customers in service production and delivery process (Bendapudi and Leone, 2003). This concept, which can be evaluated subjectively from the customer perspective has a relationship with perceived risk, perceived value and customer loyalty. In this context, the purpose of the study is to determine the effects of the risk perceived by customers who receive hospitality services regarding the service they purchase on customer participation and the effects of customer participation on the perceived value and loyalty levels of customers regarding the service they receive. The population of the study live in Turkey, tourism and constitute all individuals who have received accommodation services. In this study, "Perceived Risk", "Perceived Value", "Customer Loyalty" and "Customer Engagement" scales have been used. The data have been collected from customers (202) who receive hospitality services using convenience sampling method. The structural model has been created and tested using the partial least squares method. According to the results of the study; perceived risk positively affects customer participation, customer participation positively affects perceived value and customer participation positively affects customer loyalty. 

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