Murat BAYAT

İşletmelerde Hizmet Kalitesi ile Müşteri Memnuniyeti ve Sadakatlerinin Karşılaştırılması: Çevreye Duyarlı Belgesi Olan/Olmayan Termal Konaklama Tesislerinde Bir İnceleme

Amaç – Bu çalışmada çevreye duyarlı ve çevreye duyarlı olmayan termal konaklama tesislerinden hizmet alan müşterilerin hizmet kalitesi, memnuniyet ve sadakatleri arasındaki ilişkilerin tespit edilmesi ve karşılaştırılması amaçlanmıştır. Tasarım/Yöntem/Yaklaşım – Nicel araştırma yönteminin kullanıldığı araştırmanın ana kütlesini, İzmir bölgesinde bulunan termal ve kaplıca tesislerinden hizmet alan kişiler oluşturmaktadır. Araştırmada, veriler kolayda örnekleme yöntemiyle yüz yüze anket tekniği ile 420 kişiden toplanmıştır. Verilerin analizleri SPSS 24 ve AMOS 26 paket programları kullanılarak yapılmıştır. Araştırma; doğrulayıcı faktör analizi, korelasyon analizi, t-testi ve ANOVA analizleri yardımıyla yorumlanmıştır. Bulgular – Önerilen araştırma modelinin uyum indekslerinin kabul edilebilir düzeyde olduğu görülmüştür. Aynı zamanda doğrulayıcı faktör analizi ile elde edilen bulgular, modelin yapı geçerliliğinin sağlandığını göstermiştir. Öte yandan yapılan t-testi ve ANOVA analizi sonuçlarına göre; katılımcıların hizmet kalitesi algısı, memnuniyet algısı ve sadakat davranışlarının cinsiyetlerine, yaş gruplarına, mesleklerine ve hizmet alınan tesislerin çevreye duyarlı termal tesis olup olmaması durumuna göre anlamlı bir şekilde farklılaştığı görülmüştür. Hizmet kalitesi algısı, memnuniyet algısı ve sadakat arasında yapılan korelasyon analizine göre; hizmet kalitesi algısı ile memnuniyet algısı arasında orta düzey; hizmet kalitesi algısı ile sadakat arasında yüksek düzey ve memnuniyet algısı ile sadakat arasında ise orta düzey bir ilişkinin var olduğu görülmüştür. Tartışma – Çalışma sonucu elde edilen bulgular, termal konaklama tesislerinin çevreye duyarlı belgeye sahip olmasının önemini ortaya çıkarmış ve ileri sürülen hipotezlere ve araştırma sorularına cevaplar üreterek, literatürdeki bulgularla desteklenmiştir. Çalışma, İzmir bölgesi termal konaklara tesislerinde yürütülmüş olduğundan dar bir bölgeyi içermekte, ileri araştırmalar için daha geniş bölgeleri içeren karşılaştırmalı araştırmaların yapılmasının literatüre ve uygulamacılara önemli katkılar sağlayacağı değerlendirilmektedir.

Comparison of Service Quality with Customer Satisfaction and Loyalty in Businesses: A Study in Thermal Accommodation Facilities with or without Environmentally Sensitive Certificate

Purpose – The objective of the study is to understand the relationships between service quality, satisfaction and loyalty of customers receiving services from environmentally sensitive and nonsensitive thermal facilities. Design/methodology/approach – The population of the research, in which the quantitative research method was employed, are the people who receive service from the thermal and spa facilities in the Izmir region. The research data were collected from 420 people by face-to-face survey technique with convenience sampling method. The data analyses were performed using SPSS 24 and AMOS 26 package programs. The results have been interpreted with confirmatory factor analysis, correlation analysis, ttest and ANOVA analysis. Findings – It has been observed that the fit indexes of model are at an acceptable level. The findings revealed that the construct validity was ensured. It has been observed that the service quality, satisfaction loyalty, the participants’ behaviours differ significantly as per their gender, age groups, professions and whether the service facilities are environmentally sensitive based on the results of the t-test and ANOVA analysis. It has been observed that there is mid-level of relationship between perception of service quality and satisfaction, high level relationship between the perception of service quality and loyalty, and a moderate relationship between the perception of satisfaction and loyalty.

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