Algılanan Hizmet Kalitesinin Algılanan Değer ve Davranışsal Niyet Üzerine Etkisi

Günümüzde işletmeler ürünlerinin yanında sundukları hizmet kalitesiyle rekabette ön plana çıkmaya çalışmaktadırlar. Hizmet sektörü içerisinde yer alan otel işletmeleri için verilen hizmetin kalitesi daha da önemli bir hal almıştır. Otel işletmeleri verdikleri hizmet kalitesi ile birlikte müşterilerinin işletmelerinde algıladıkları değeri arttırma çabası içerisindedirler. Böylece bu durum tekrar ziyaret etme, tavsiye etme ve olumlu görüş bildirme gibi davranışsal niyetlerine de yansımaktadır. Bu doğrultuda bu çalışmanın temel amacı algılanan hizmet kalitesinin algılanan değer ve davranışsal niyet üzerine etkisini ortaya koymaktır. Bu temel amaca ek olarak algılanan değerin davranışsal niyet üzerine etkisi de ortaya konmuştur. Araştırmada veri toplama tekniği olarak anket kullanılmıştır. Araştırma için toplam 388 müşteriden anket toplanmıştır. Araştırma sonuçlarına göre hizmet kalitesinin tüm boyutlarının algılanan değer de ise düşük kalite dışındaki tüm boyutların davranışsal niyet üzerinde etkili olduğu saptanmıştır. Analiz sonuçlarına göre hizmet kalitesinin tüm boyutları algılanan değerin kalite-duygusal boyutu üzerinde etkili iken hizmet kalitesinin otel ambiyansı boyutu algılanan değerin finansal-sosyal-epistemik ve itibar boyutları üzerinde etkisi bulunmamaktadır. Ayrıca hizmet kalitesi boyutları ile algılanan değer boyutlarından düşük kalite boyutu dışındaki boyutlarla kurulan regresyon modeli anlamlı çıkmıştır.

The Effect of Perceived Service Quality on Perceived Value and Behavioral Intention

Today, enterprises try to come into prominence in the competition with the service quality they offer as well as their products. The quality of the service provided for hotel enterprises within the service sector has become even more significant. Hotel enterprises make great effort to increase the value perceived by their customers in their enterprises together with the service quality they provide. Hence, this situation is reflected in the customers’ behavioral intentions such as revisiting, recommending and expressing positive views. In this regard, the main purpose of this study was to reveal the effect of the perceived service quality on the perceived value and behavioral intention. In addition to this basic purpose, the effect of the perceived value on behavioral intention was also revealed. In the research, questionnaire was used as the data collection technique. For the research, the questionnaire was collected from 388 customers in total. As a result of the research, it was determined that all the dimensions of service quality had an effect on behavioral intention, whereas all the dimensions of perceived value other than low quality dimension had an effect on behavioral intention. As a result of the analyzes, it was determined that all the dimensions of service quality had an effect on quality-emotional dimension of perceived value, while the hotel ambiance dimension of the service quality had no effect on the financial-social-epistemic and reputation dimensions of the perceived value. Furthermore, the regression model established with the dimensions of service quality and the dimensions of perceived value other than low quality dimension was found significant.

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