OTEL HİZMETLERİNE DAİR KONUK BEKLENTİLERİNİN KANO MODELİ İLE SINIFLANDIRMASI VE ÖNCELİKLENDİRİLMESİ

Rekabet ortamında, müşteri memnuniyeti, bir işletmeyi rakiplerinden farklılaştırmakta ve rekabet edebilmede önemli bir güç elde etmesini sağlamaktadır. Bu nedenle otel işletmelerinin konuk memnuniyetine yönelik bir kalite yönetim yaklaşımını benimsemesi ve uygulaması zorunluluğu bulunmaktadır. Otel işletmelerinin gelecekte başarıyı sağlayacak bir hizmet kalitesi düzeyi yakalayabilmeleri için öncelikle, konukların ne beklediklerini (gereksinimlerini) bilmesi ve sunulan hizmetlerin memnuniyeti ne düzeyde etkilediğini saptaması gerekmektedir. Bu amaçla Kano Model’inden yararlanılabilmektedir. Kano modelinin ilk şekli, müşteri beklentilerinin sınıflandırılmasında yardımcı olurken, daha sonra yapılan katkılar sayesinde Kano model ile müşteri memnuniyet /memnuniyetsizlik düzeyleri de nicelleştirilebilmektedir. Çalışmada Kano modeli kullanılarak otel işletmelerinde verilmekte/verilebilecek olan hizmetlerin konuk memnuniyeti/memnuniyetsizliği üzerindeki etkisi analiz edilmektedir ve konuk beklentileri sınıflandırılmaktadır. Bu amaçla Konya ilinde bulunan otellerde konaklayanları kapsayan bir araştırma yapılmıştır. Çalışmada ayrıca hizmet niteliklerinin önem düzeyleri de analiz edilmiştir. Bulgular, müşteri beklentilerinin Kano sınıflandırmasının iki kategorisinde (Heyecan Verici, Beklenen) toplandığını ortaya koymaktadır. Ayrıca otellerde kişisel mahremiyete önem verilmesi” müşterilerin en önem verdiği hizmet niteliği olarak gözlenmiştir. Müşterilerin en az önem verdiği hizmet niteliği ise, “araba kiralama hizmetlerinin veriliyor olması” dır

CLASSIFICATION AND PRIORITIZING THE EXPECTATIONS OF GUEST ABOUT HOTEL SERVICES WITH THE KANO MODEL

In the competitive environment, customer satisfaction differentiates a business from its competitors and enables it to gain considerable power for competing. For this reason, hotel businesses have to adopt and implement a quality management approach towards guest satisfaction. In order for hotel businesses to achieve a level of service quality that will have them success in the future, at first it is necessary to determine what the guests expect (their needs) and how the services offered are affecting their satisfaction. The Kano Model can be used for this purpose. While the first Kano model helps to classify customer expectations, customer satisfaction / dissatisfaction levels can also be quantified with the Kano model through subsequent contributions. In the study, the effects of the services that are/can be provided in the hotel businesses on the guest satisfaction / dissatisfaction are analyzed by using the Kano Model and the guest expectations are classified. For this purpose, a survey containing those putting up at hotels in Konya province was conducted. The study also analyzed the importance levels of service qualifications. Findings show that customer expectations are gathered in two categories (Exciting, Expected) of Kano classification. In addition, ‘’importance of personal privacy in the hotels’’ has been observed as the most important service quality by the customers. The least important quality of service by the customers is "providing rent a car services".

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