Hizmet Ortamı, Müşteri Memnuniyeti ve Tekrar Ziyaret Etme Niyeti İlişkisi: Resort Otellerde Bir Araştırma

Bu araştırmanın amacı; hizmet ortamı, müşteri memnuniyeti ve tekrar ziyaret etme niyeti arasındaki ilişkileri ortaya çıkarmaktır. Araştırmanın evreni, Muğla ilinin Marmaris ilçesinde faaliyet gösteren beş yıldızlı resort otellerde, 1 Temmuz-30 Ağustos 2019 tarihleri arasında konaklayan yabancı turistlerden oluşmaktadır. Araştırmada 310 yabancı turistten veri toplanmıştır. Elde edilen verilerin analizinde aritmetik ortalama, standart sapma, doğrulayıcı faktör analizi, güvenirlik analizlerinden faydalanılmıştır. Bununla birlikte değişkenler arasındaki ilişki, Yapısal Eşitlik Modelleme (YEM) Tekniği kullanılarak analiz edilmiştir.Araştırmadan elde edilen sonuçlara göre, otellerdeki hizmet ortamı unsurlarından çevre koşulları, düzen ve dekorun müşteri memnuniyetini etkilemediği, işaret ve sembollerin ise müşteri memnuniyetini etkilediği ortaya çıkmıştır.Araştırmada ayrıca, müşteri memnuniyetinin müşterilerin tekrar ziyaret etme niyetleri üzerinde etkili olduğu sonucuna ulaşılmıştır.

Relationship Between Servicescape, Customer Satisfaction and Revisit Intention: A Research at Resort Hotels

The aim of this research, to reveal the relationship between servicescape, customer satisfaction and revisit intention. The research population consists of foreign tourists staying in five-star resort hotels in the Marmaris district of Muğla between July 1-August 30, 2019. In the study, data were collected from 310 foreign tourists. Mean, standard deviation, confirmatory factor analysis and reliability analysis were used in the analysis of the data obtained. However, the relationship between variables was analyzed by using the Structural Equation Modeling Technique (SEM). According to the results obtained from the research, it has been revealed that ambient conditions, layout and decor do not affect customer satisfaction, while signs and symbols affect customer satisfaction. The research also concludes that customer satisfaction has an impact on customers' revisit intentions.

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