İlişkisel Pazarlamada Güven Unsuru ve Otel İşletmelerinde Uygulama

Bu çalışmanın birincil amacı müşteri güveni ile müşteri güvenini etkileyen faktörler arasındaki ilişkiyi incelemektir. İkincil amaçlar, otel işletmelerinde müşteri güvenini etkileyen boyutları ortaya çıkarmak ve bu boyutların müşteri güveni üzerindeki etkilerini incelemektir. Bu amaçla araştırmada ilişkisel pazarlamanın tanımı, ilişkisel pazarlamada güvenin tanımı ve yeri, ayrıca otel işletmelerinde güvenin önemine yer verilmiştir. Öte yandan araştırmada güveni etkileyen faktörler incelenerek model ve hipotezler kurulmuş ve otel işletmelerindeki müşterilerin otele karşı besledikleri güven ve bu güven üzerinde etkili olan boyutlar arasındaki ilişki çoklu regresyon modeli kullanılarak ampirik biçimde ele alınmıştır. Çalışmanın başlıca bulgusu şöyledir; müşteri güvenini etkileyen boyutlar somut varlıklar, güven aşılama, tavsiye edilebilirlik, heveslilik, ambiyans ve empatidir. Bu boyutların tümü müşteri güvenindeki değişimlerin yaklaşık % 71’ini açıklamaktadır. Dolayısıyla bu altı boyutun geliştirilmesi otel işletmeleri için daha fazla müşteri güveni yaratmak anlamına gelebilir

Anahtar Kelimeler:

İlişkisel Pazarlama, Müşteri Güveni, Otel İşletmeleri

The Antecedents Of Trust In Relationship Marketing And An Empirical Research In The Hotel Industry

The primary purpose of this research is to investigate the relationship between customer trust and the dimensions that influence customer trust. The collateral aims are to identify dimensions that influence customer trust in hospitality sector and to investigate the influence of these dimensions upon the customer trust. Therefore the term relationship marketing, customer trust in relationship marketing and the importance of customer trust in hospitality sector are defined in this study. The model and hypotheses are constructed according to the dimensions influencing customer trust and the relationship between the customers’ trust developed for the hotels that participated in the questionnaire and the dimensions that influence the customers’ trust is emprically examined by using a multiple regression model. The result of this study suggests that the dimensions that influence the customer trust are tangibles, assurance, recommendability, responsiveness, ambiance and emphathy. These dimensions can explain nearly 71 % of the variation in customer trust. Consequently improving the six dimensions may mean increasing customer trust for the hotel industry.

Keywords:

Relationship Marketing, Customer Trust, Hotel Industry,

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