193200

Uluslararası Otel İşletmelerindeki Müşterilerin İmaj Algılamalarında Hizmet Alanının Fiziksel ve İletişimsel Sunumunun Rolü

İşletmeler hizmet alanlarına ilişkin sunumlarında oldukça dikkatli olmalıdır. Çünkü hizmet alanlarına ilişkin algılamalar tüketicilerin bilişsel, duygusal ve psikolojik durumları ile birlikte davranışlarını da etkileyebilmektedir. Literatürde hizmet alanının genelde fiziksel sunumuna ilişkin çalışmalar yapılmış olmasına rağmen, insan ve kültür faktörünü kapsayan iletişimsel sunumun göz ardı edildiği görülmektedir. Ayrıca literatürde hizmet alanının bilişsel tepkileri doğurduğunun belirtilmesine karşın, önemli bir bilişsel durum olan imaj algılamaları ile hizmet alanı arasındaki ilişkiyi inceleyen çalışmaların yetersizliği göze çarpmaktadır. Özellikle hizmet alanı ve imaj algılamaları arasındaki ilişkiyi inceleyen az sayıdaki çalışmanın da otel işletmeleri dışında, fazla vakit geçirilmeyen restoran ve mağaza gibi işletmelerde yapıldığı gözlemlenmiştir. Ancak otel işletmelerinde geçirilen zamanın fazla olması buradaki hizmet alanına ilişkin fiziksel ve iletişimsel sunumun müşteri üzerinde oluşturacağı etkiyi de arttıracaktır. Bu bağlamda bir otel işletmesinin hem fiziksel hem de iletişimsel sunumu kapsayan hizmet alanlarının, müşterilerin imaj algılamaları üzerinde etkili olması beklenebilir. Mevcut çalışmada iki kavram arasındaki ilişki açıklanarak, uluslararası otel işletmeleri açısından önemi vurgulanmıştır

Anahtar Kelimeler:

Hizmet Alanı, İşletme İmajı, Otel İşletmesi

Uluslararası Otel İşletmelerindeki Müşterilerin İmaj Algılamalarında Hizmet Alanının Fiziksel ve İletişimsel Sunumunun Rolü

Businesses should notably be careful in their staging concerning servicescape. Perception of servicescapes may affect the behaviors of consumers besides their cognitive, affective and psychological attitudes. Although studies have been carried out especially in substantive staging of servicescape, it is seen that communicative staging which involves the human and culture factor has been ignored. Additionally, the lack of studies investigating the relationship between servicescape and image perception, which is an important cognitive condition, draws attention although it is stated in the literature that servicescape brings along cognitive responses. Also, it was observed that few studies investigating the relationship between servicescape and image perception were carried out in restaurants and shops in which people do not often spend their time, except hotels. However, enabling people to spend more time in hotels will also increase the effect of substantive and communicative staging as to servicescape on customers. In this context, it can be expected that servicescapes of a hotel involving both substantive and communicative staging will be effective on the image perception of customers. In this study, the importance of two concepts in terms of international hotels is emphasized by explaining the relationship between them

Keywords:

-,

PDF

___

ANDREASSEN, T. W., &LINDESTAD, B. (1998). "Customer loyalty and complex services: The impact of corporate image on quality, customer satisfaction and loyalty for customers with varying degrees of service expertise."International Journal of Service Industry Management, 9(1), 7-23.
ARNOULD, E. J., PRICE, L., & TIERNEY, P. (1998). "Communicative Staging of the Wilderness Servicescape."The Service Industries Journal, 18(3), 90-115.
AYDIN, S., &ÖZER, G. (2005). "The analysis of antecedents of customer loyalty in the Turkish mobile telecommunication market."European Journal of Marketing, 39(7), 910-925.
BABIN, B. J., &ATTAWAY, J. S. (2000). "Atmospheric Affect as a Tool for Creating Value and Gaining Share of Customer."Journal of Business Research, 49(2), 91-99.
BACK, K.-J. (2005). "The Effects of Image Congruence on Customers' Brand Loyalty in the Upper Middle-Class Hotel Industry."Journal of Hospitality & Tourism Research, 29(4), 448-467.
BAKER, J., GREWAL, D., &PARASURAMAN, A. (1994). "The Influence of Store Environment on Quality Inferences and Store Image."Journal of the Academy of Marketing Science, 22(4), 328-339.
BAKER, J., PARASURAMAN, A., GREWAL, D., &VOSS, G. B. (2002). "The Influence of Multiple Store Environment Cues on Perceived Merchandise Value and Patronage Intentions."Journal of Marketing, 66(2), 120-141.
BALMER, J. M., &GREYSER, S. A. (2006). "Integrating corporate identity, corporate branding, corporate communications, corporate image and corporate reputation."European Journal of Marketing, 40(7), 730-741.
BALOGLU, S., &MCCLEARY, K. W. (1999). "A Model of Destination Image Formation."Annals of Tourism Research, 26(4), 868- 897.
BARICH, H., &KOTLER, P. (1991). "A Framework for Marketing Image Management."Sloan Management Review, 32(2), 94-104.
BEERLI, A., &MARTIN, J. D. (2004). "Factors Influencing Destination Image."Annals of Tourism Research, 31(3), 657-681.
BITNER, M. J. (1992). "Servicescapes: The Impact of Physical Surroundings on Customers and Employees."Journal of Marketing, 56(2), 57-71.
CHEN, C. M., CHEN, S. H., &LEE, H. T. (2013). "Interrelationships between Physical Environment Quality, Personal Interaction Quality, Satisfaction and Behavioural Intentions in Relation to Customer Loyalty: The Case of Kinmen's Bed and Breakfast Industry."Asia Pacific Journal of Tourism Research, 18(3), 262-287.
CHRISTOU, E. (2003). "Guest Loyalty Likelihood in Relation to Hotels' Corporate Image and Reputation: A Study of Three Countries in Europe."Journal of Hospitality & Leisure Marketing, 10(3-4), 85-99.
COUNTRYMAN, C. C., &JANG, S. (2006). "The effects of atmospheric elements on customer impression: the case of hotel lobbies."International Journal of Contemporary Hospitality Management, 18(7), 543-545.
DONG, P., &SİU, N. Y.-M. (2013). "Servicescape elements, customer predispositions and service experience: The case of theme park visitors."Tourism Management, 36(June), 541-551.
EAST, R., HAMMOND, K., &LOMAX, W. (2008). "Measuring the impact of positive and negative word of mouth on brand purchase probability."International Journal of Research in Marketing, 25(3), 215-224.
FAKEYE, P., &CROMPTON, J. (1991). "Image Differences between Prospective, First-Time, and Repeat Visitors to the Lower Rio Grande Valley."Journal of Travel Research, 22(4), 3-13.
FLAVIÁN, C., GUINALÍU, M., &TORRES, E. (2005). "The influence of corporate image on consumer trust: A comparative analysis in traditional versus internet banking."Internet Research, 15(4), 447-470.
GHOBADIAN, A., SPELLER, S., &JONES, M. (1994). "Service Quality: Concepts and Models."International Journal of Quality & Reliability Management, 11(9), 43-66.
GOELDNER, C. R., &RITCHIE, J. (2009). Tourism: Principles, Practices, Philosophies (11. Ed.). New Jersey, John Wiley & Sons.
GRACE, D., &O'CASS, A. (2004). "Examining service experiences and post-consumption evaluations."Journal of Services Marketing, 18(6), 450-461.
GRAEFF, T. R. (1997). "Consumption situations and the effects of brand image on consumers' brand evaluations."Psychology & Marketing, 14(1), 49-70.
GRÖNROOS, C. (1984). "A Service Quality Model and its Marketing Implications."European Journal of Marketing, 18(4), 36-44.
GUNN, C. (1988). Vacationscapes: Designing tourist regions (Second Ed.). New York, Van Nostrand Reinhold.
HAN, H., &RYU, K. (2009). "The Roles of the Physical Environment, Price Perception, and Customer Satisfaction in Determining Customer Loyalty in the Restaurant Industry."Journal of Hospitality & Tourism Research, 33(4), 487-510.
HARRIS, L. C., &EZEH, C. (2008). "Servicescape and loyalty intentions: an empirical investigation."European Journal of Marketing, 42(3), 390-422.
HARTLINE, M. D., &JONES, K. C. (1996). "Employee Performance Cues in a Hotel Service Environment: Influence on Perceived Service Quality, Value, and Word-of-Mouth Intentions."Journal of Business Research, 35, 207-215.
HERZOG, H. (1963). Behavioral Science Concepts for Analyzing the Consumer. P. Bills içinde, Marketing and the Behavioral Sciences. Boston, Allyn and Bacon Inc.
HSIEH, M.-H., PAN, S.-L., &SETIONO, R. (2004). "Product-, Corporate-, and Country-Image Dimensions and Purchase Behavior: A Multicountry Analysis."Journal of the Academy of Marketing Science, 32(3), 251-270.
JIN, N. P., LEE, H., &LEE, S. (2012). "Event Quality, Perceived Value, Destination Image, and Behavioral Intention of Sports Events: The Case of the IAAF World Championship, Daegu, 2011."Asia Pacific Journal of Tourism Research.
JOHNSON, L., MAYER, K. J., &CHAMPANER, E. (2012). "Casino Atmospherics from a Customer's Perspective: A Re- Examination."UNLV Gaming Research & Review Journal, 8(1), 1-10.
KANDAMPULLY, J., &HU, H.-H. (2007). "Do hoteliers need to manage image to retain loyal customers?"International Journal of Contemporary Hospitality Management, 19(6), 435-443.
KANDAMPULLY, J., &SUHARTANTO, D. (2003). "The Role of Customer Satisfaction and Image in Gaining Customer Loyalty in the Hotel Industry."Journal of Hospitality & Leisure Marketing, 10(1), 3-25.
KANDAMPULLY, J., JUWAHEER, T. D., &HU, H.-H. (2011). "The Influence of a Hotel Firm's Quality of Service and Image and its Effect on Tourism Customer Loyalty."International Journal of Hospitality & Tourism Administration, 12(1), 21-42.
KELLER, K. L. (2003). "Brand Synthesis: The Multidimensionality of Brand Knowledge."Journal of Consumer Research, 29(4), 595- 600.
KENNEDY, S. H. (1977). "Nurturing Corporate Images."European Journal of Marketing, 11(3), 119-164.
KIM, W. G., &MOON, Y. J. (2009). "Customers’ cognitive, emotional, and actionable response to the servicescape: A test of the moderating effect of the restaurant type."International Journal of Hospitality Management, 28(1), 144-156.
KOTLER, P., &ARMSTRONG, G. (2011). Principles of Marketing (14. Ed.). New Jersey, Pearson/Prentice Hall.
KOTLER, P., &GERTNER, D. (2002). "Country as Brand, Product and Beyond: A Place Marketing and Brand Management Perspective."Journal of Brand Management, 9(4), 249-261.
LEBLANC, G., &NGUYEN, N. (1996). "An examination of the factors that signal hotel image to travellers."Journal of Vacation Marketing, 3(1), 33-42.
LEE, T. J. (2011). "Role of Hotel Desing in Enhancing Destination Branding."Annals of Tourism Research, 38(2), 708-711.
LIN, I. Y. (2004). "Evaluating a servicescape: the effect of cognition and emotion."International Journal of Hospitality Management, 23(2), 163-178.
LOW, G. S., &LAMB, C. W. (2003). "The measurement and dimensionality of brand association."Journal of Product & Brand Management, 9(6), 350-368.
LUCAS, A. F. (2012). "The Determinants and Effects of Slot Servicescape Satisfaction in a Las Vegas Hotel Casino."UNLV Gaming Research & Review Journal, 7(1), 1-19.
MACINNIS, D. J., &PRICE, L. L. (1987). "The Role of Imagery in Information Processing: Review and Extensions."Journal of Consumer Research, 13(4), 473-491.
MATTILA, A. S., &WIRTZ, J. (2001). "Congruency of scent and music as a driver of in-store evaluations and behavior."Journal of Retailing, 77, 273-289.
MEDABESH, A., &UPADHYAYA, M. (2012). "Servicescape and Customer Substantiation of Star Hotels in India’s Metropolitan City of Delhi."Journal of Marketing & Communication, 8(2).
MEHRABIAN, A., &RUSSEL, J. A. (1974). An Approach to Environmental Psychology. Cambridge, The MIT Press.
NAMASIVAYAM, K., &LIN, I. Y. (2008). The servicescape. In P. Jones, Handbook of Hospitality Operations and IT (pp. 43-62). Oxford, Butterworth-Heinemann.
NGUYEN, N. (2006). "The collective impact of service workers and servicescape on the corporate image formation."International Journal of Hospitality Management, 25(2), 227-244.
NGUYEN, N., &LEBLANC, G. (1998). "The mediating role of corporate image on customers’ retention decisions: an investigation in financial services."International Journal of Bank Marketing, 16(2), 52-65.
NGUYEN, N., &LEBLANC, G. (2001). "Corporate image and corporate reputation in customers' retention decisions in services."Journal of Retailing and Consumer Services, 8(4), 227-236.
NGUYEN, N., &LEBLANC, G. (2002). "Contact personnel, physical environment and the perceived corporate image of intangible services by new clients."International Journal of Service Industry Management, 13(3), 242-262.
PAULIN, M., FERGUSON, R. J., &PAYAUD, M. (2000). "Business effectiveness and professional service personnel Relational or transactional managers?"European Journal of Marketing, 34(3/4), 453-471.
PIKE, S. (2004). Destination Marketing Organizastions. Oxford UK, Elsevier Ltd.
RAFIQ, M., &AHMED, P. K. (1995). "Using the 7Ps as a generic marketing mix:an exploratory survey of UK and European marketing academics". Marketing Intelligence & Plannning, 13(1), 4-15.
RAPOPORT, A. (1982). The Meaning of the Built Environment. Beverly Hills: CA, Sage Publications, Inc.
REIMER, A., &KUEHN, R. (2005). "The impact of servicescape on quality perception. European Journal of Marketing", 39(7/8), 785- 808.
RYU, K., HAN, H., &KIM, T.-H. (2008). "The relationships among overall quick-casual restaurant image, perceived value, customer satisfaction, and behavioral intentions". International Journal of Hospitality Management, 27(3), 459-469.
RYU, K., LEE, H.-R., &KIM, W. G. (2012). "The influence of the quality of the physical environment, food, and service on restaurant image, customer perceived value, customer satisfaction, and behavioral intentions". International Journal of Contemporary Hospitality Management, 24(2), 200-223.
SHERMAN, E., MATHUR, A., &SMITH, R. B. (1997). "Store Environment and Consumer Purchase Behavior: Mediating Role of Consumer Emotions". Psychology & Marketing, 4, 361-378.
SHOSTACK, L. (1977). "Breaking Free from Product Marketing". Journal of Marketing, 41(2), 73-80.
TURLEY, L. W., &MILLIMAN, R. E. (2000). "Atmospheric Effects on Shopping Behavior: A Review of the Experimental Evidence". Journal of Business Research, 49(2), 193-211.
WAKEFIELD, K. L., &BLODGETT, J. G. (1999). "Customer Response to Intangible and Tangible Service Factors". Psychology & Marketing, 16(1), 51-68.
WILLIAMS, S. L., &MOFFITT, M. A. (1997). "Corporate Image as an Impression Formation Process: Prioritizing Personal, Organizational, and Environmental Audience Factors". Journal of Public Relations Research, 9(4), 237-258.
YUILLE, J. C., &CATCHPOLE, M. J. (1977). "The role of imagery in models of cognition". Journal of Mental Imagery, 1(1), 171-180.
ZUKIN, S., &MAGUIRE, J. S. (2004). "Consumers and Consumption". Annual Review of Sociology, 30, 173-197.