Levent Selman GÖKTAŞ, Abdullah ÜLKÜ

5421

Müzedeki Hizmet Kalitesi Algısının Tekrar Ziyaret Etme ve Tavsiye Etme Niyeti Üzerindeki Etkisi

Bu çalışmanın amacı Şanlıurfa Arkeoloji ve Mozaik Müzesi’ndeki hizmet kalitesi algısının tavsiye etme ve tekrar ziyaret etme niyeti üzerindeki etkisini araştırmaktır. Araştırmada veri toplama yöntemi olarak anket tekniği kullanılmıştır. Bu araştırmanın evrenini, Şanlıurfa Arkeoloji ve Mozaik Müzesi’ne gelen ziyaretçiler oluşturmaktadır. Anket uygulaması 16 Temmuz-1 Ekim 2021 tarihleri arasındaki yapılmıştır. Araştırmada tesadüfî olmayan örnekleme yöntemlerinden kolayda örnekleme yöntemi kullanılmıştır. Toplamda 433 anket edilmiş olup, anketlerden 34’ü eksik ve hatalı doldurulduğu için çalışma kapsamına alınmamış, bu yüzden 399 anket üzerinden değerlendirme yapılmıştır. Çalışma sonucunda, hizmet kalitesi algısıyla tavsiye etme ve tekrar ziyaret etme niyeti arasında pozitif yönlü bir ilişki olduğu belirlenmiştir. Ayrıca hizmet kalitesi algısının tavsiye etme ve tekrar ziyaret etme niyeti üzerinde olumlu yönde etkili olduğu sonucuna ulaşılmıştır. Bu sonuca göre müze çalışanlarının ve yetkililerinin, ziyaretçilerin memnuniyet düzeylerini artırması tavsiye etme ve tekrar ziyaret etme niyetini olumlu yönde etkilediği anlaşılmıştır.
Anahtar Kelimeler:

Müze, Hizmet Kalitesi, Tavsiye Etme Niyeti, Tekrar Ziyaret Etme Niyeti

The Effect of Perception of Service Quality in the Museum on Revisit and Recommendation Intention

The aim of this study is to investigate the effect of the perception of service quality in Şanlıurfa Archeology and Mosaic Museum on the intention to recommend and revisit. Questionnaire technique was used as data collection method in the research. The universe of this research consists of visitors to Şanlıurfa Archeology and Mosaic Museum. The survey was conducted between 16 July-1 October 2021. Convenience sampling method, one of the non-random sampling methods, was used in the study. A total of 433 questionnaires were conducted, and 34 of the questionnaires were not included in the study because they were filled incompletely and incorrectly, therefore, 399 questionnaires were evaluated. As a result of the study, it was determined that there is a positive relationship between the perception of service quality and the intention to recommend and revisit. In addition, it was concluded that the perception of service quality had a positive effect on the intention to recommend and revisit. According to this result, it has been understood that the museum staff and officials increase the satisfaction level of the visitors positively affect the intention to recommend and revisit
Keywords:

Museum, Service Quality, Intent to Recommend, Intent to Revisit,

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Avrasya Turizm Araştırmaları Dergisi-Cover
  • Yayın Aralığı: Yılda 2 Sayı
  • Başlangıç: 2020
  • Yayıncı: Bayram KANCA
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