Otel İşletmelerinde Marka Denkliğinin Müşteri Memnuniyeti Üzerindeki Etkisi: Güven Değişkeninin Aracı Rolü
| Autor: | Dr. Öğr. Üyesi Abdullah USLU, Dr. Öğr. Üyesi Gözde Seval ERGÜN, Dr. Öğr. Üyesi Ali Naci KARABULUT |
|---|---|
| Rok vydání: | 2020 |
| Předmět: |
fethiye
lcsh:TX901-946.5 business.industry media_common.quotation_subject Business administration lcsh:G1-922 otel marka denkliği Customer relationship management güven Test (assessment) Competition (economics) i̇lişki kalitesi Brand management Quality (business) Customer satisfaction Business lcsh:Hospitality industry. Hotels clubs restaurants etc. Food service Equivalence (measure theory) müşteri memnuniyeti lcsh:Geography (General) ComputingMilieux_MISCELLANEOUS Tourism media_common |
| Zdroj: | Türk Turizm Araştırmaları Dergisi, Vol 4, Iss 3, Pp 2264-2281. (2020) |
| ISSN: | 2587-0890 |
| DOI: | 10.26677/tr1010.2020.479 |
| Popis: | It is known that the concept of the brand is one of the important determinants of the consumer decisionmaking process. Hotel businesses, which are the main building blocks of the tourism industry, also need brand management to develop sustainable relationships with their customers and survive in the competition. Managing the brand, which is an abstract concept, requires an understanding of the value of the brand in terms of target customers, and therefore the brand equivalence and customer relationship quality dimensions to be discussed together. This study was carried out to determine the effect of brand equivalence dimensions on customer satisfaction quality sub-dimensions, trust and satisfaction, and to test the mediating effect of trust in the relationship between them. The research was carried out through 302 questionnaires collected from foreign tourists coming to the hotel businesses in Fethiye. EFA, CFA, Path analyzes and Sobel tests were performed using SPSS and Smart PLS statistical programs. As a result of the research, it has been determined that hotel brand equivalence has a significant and positive effect on customer satisfaction and trust. Also, it is determined that the trust variable has a mediator role between hotel brand equivalence and customer satisfaction. |
| Databáze: | OpenAIRE |
| Externí odkaz: |
|