Airbnb Hizmetlerinde Hizmet Kalitesi İle Müşteri Sadakati Oluşturulması: İzmir Örneği

Airbnb gibi oda paylaşım platformları dünyanın her yerinde ziyaretçiler tarafından yaygın olarak kullanılmaktadır ve bu hizmetlerin farklı yönlerini inceleyen birçok çalışma bulunmaktadır. Ancak bu sektörde hizmet kalitesi (SQ), müşteri memnuniyeti (CS), güven ve sadakat (CL) gibi boyutlar arasındaki ilişkiler henüz birlikte çalışılmamıştır. Bu araştırma, Airbnb hizmetlerindeki hizmet kalitesi aracılığıyla müşteri sadakatini araştırmaya odaklanmaktadır. Bu amaçla bir alan araştırması gerçekleştirilmiş ve araştırma verileri İzmir iline yaptıkları ziyaretlerde Airbnb hizmetlerini kullanan ziyaretçilerden elde edilmiştir. Bu veriler, yapısal eşitlik modellemesi (YEM) kullanılarak doğrulayıcı faktör analizi ile analiz edilmiştir. Sonuçlar, müşteri sadakati ile hizmet kalitesi, müşteri memnuniyeti ve güveni arasında pozitif bir ilişki olduğunu ve literatürdeki önceki bulgularla uyumlu olduğunu göstermektedir. Araştırma sonuçları, aynı zamanda oda paylaşım platformlarının, daha iyi hizmet kalitesi sunumu ile misafir beklentilerinin karşılanarak müşteri sadakatinin sağlanabileceğini de göstermektedir.

Anahtar Kelimeler:

Paylaşım Ekonomisi, Airbnb, Sosyal Değişim Teorisi, Müşteri Sadakati

Creating Customer Loyalty Through Service Quality for Airbnb Services: The Case of Izmir

Room sharing platforms such as Airbnb are widely used by visitors all around the world and there are many studies examining the different aspects of these services. However, the relationships among such dimensions in this sector as service quality (SQ), customer satisfaction (CS), trust, and loyalty (CL) have not been studied together yet. This research focuses on investigating the customer loyalty through service quality in Airbnb services. A survey based on the questionnaire as research tool was carried out for this purpose and the data were obtained from the visitors who used Airbnb services during their visits in Izmir province. These data were analyzed through confirmatory factor analysis by using structural equation modeling (SEM). The findings show that there is a positive relationship between customer loyalty and service quality, satisfaction, and trust, representing consistence with the previous findings in the literature. The results show that room sharing platforms will be able to comprehend and handle guest expectations by providing better service quality that will later create customer loyalty.

Keywords:

Sharing Economy, Airbnb, Social Exchange Theory, Customer Loyalty,

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