Konaklama Sektöründe Algılanan Riskin, Müşteri Katılımı, Algılanan Değer ve Müşteri Sadakati Üzerindeki Etkileri

Konaklama işletmelerinde değer oluşmasını sağlayan müşteri katılımı kavramı, müşterilerin hizmet üretim ve sunum süreçlerine dâhil olması olarak ifade edilmektedir (Bendapudi ve Leone, 2003). Müşteri perspektifinden öznel olarak da değerlendirilebilen bu kavramın algılanan risk, algılanan değer ve müşteri sadakati ile ilişkisi bulunmaktadır. Bu bağlamda çalışmanın amacını, konaklama hizmeti alan müşterilerin satın aldıkları hizmete ilişkin algıladıkları riskin, müşteri katılımı üzerindeki, müşteri katılımının ise müşterilerin aldıkları hizmete ilişkin algıladıkları değer ve sadakat düzeyleri üzerindeki etkilerini belirlemek oluşturmaktadır. Çalışmanın ana kütlesini Türkiye’de yaşayan, turizm ve konaklama hizmeti almış tüm bireyler oluşturmaktadır. Çalışmada “Algılan Risk”, “Algılanan Değer”, “Müşteri Sadakati” ve “Müşteri Katılımı” ölçekleri kullanılmıştır. Veriler, kolayda örneklemi yöntemiyle konaklama hizmeti alan müşterilerden (202) toplanmıştır. Yapısal model oluşturulmuş ve kısmi en küçük kareler yöntemi ile test edilmiştir. Çalışmanın sonuçlarına göre; algılanan risk müşteri katılımını, müşteri katılımı algılanan değeri ve müşteri katılımı müşteri sadakatini pozitif yönde etkilemektedir.

Anahtar Kelimeler:

Algılanan Risk, Müşteri Katılımı, Algılanan Değer, Müşteri Sadakati, Konaklama Sektörü

The Effects of Perceived Risk in the Hospitality Industry on Customer Participation, Perceived Value and Customer Loyalty

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.

Keywords:

Perceived Risk, Customer Participation, Perceived Value, Customer Loyalty, Hospitality Industry,

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