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Journals / İşletme Araştırmaları Dergisi / 2018 / Cilt: 10 - Sayı: 4

Relationship Between Service Quality, Customer Satisfaction and Intention to Recommend: A Study for Ski Centers

Hizmet Kalitesi, Müşteri Memnuniyeti ve Tavsiye Etme Niyeti Arasındaki İlişki: Kayak Merkezlerine Yönelik Bir İnceleme

CEMAL ERSİN SİLİK
KURBAN ÜNLÜÖNEN
Pages
333–357
DOI
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AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

The structural model results indicate that four of total eight dimensions (tourist information services, accommodation, equipment rental shops and ski areas/slopes and services) have a positive influence on customer satisfaction.

📌 3 Key Takeaways

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Objective & Hypothesis:The purpose of this research is to investigate the visitors’ perceptions of service quality who comes to the ski centers and to examine the impact of ski centers service quality on customer satisfaction and intention to recommend.
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Key Findings & Data:Ski centers visitors (Palandöken, Uludağ, Kartalkaya, Ilgaz, Erciyes, Davraz, Sarıkamış, Zigana) which have statistics obtained by Provincial Directorates of Culture and Tourism are comprise the target population of this study.
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Conclusion & Impact:The structural model results indicate that four of total eight dimensions (tourist information services, accommodation, equipment rental shops and ski areas/slopes and services) have a positive influence on customer satisfaction.
🔬Design:Survey & Empirical Study
📍Scope:Comprehensive Sample
⚙️Variables:Domain Parameters

Abstract

The purpose of this research is to investigate the visitors’ perceptions of service quality who comes to the ski centers and to examine the impact of ski centers service quality on customer satisfaction and intention to recommend. Additionally, customer satisfaction’s the role of mediation the relationship between service quality of ski centers and intention to recommend are examined. A self administered questionnaire was used as a data collection instrument. Ski centers visitors (Palandöken, Uludağ, Kartalkaya, Ilgaz, Erciyes, Davraz, Sarıkamış, Zigana) which have statistics obtained by Provincial Directorates of Culture and Tourism are comprise the target population of this study. A total of 1011 questionnaires was analyzed. The hypotheses in the research model were tested using structural equation modelling. The structural model results indicate that four of total eight dimensions (tourist information services, accommodation, equipment rental shops and ski areas/slopes and services) have a positive influence on customer satisfaction. The research results indicate that two dimensions within the scope of service quality which are ski lessons and ski areas/slopes and services have a positive influence on intention to recommend, however the other dimensions have not similar influence on intention to recommend. Furthermore, the study revealed that customer satisfaction mediates the relationship between service quality of ski centers and intention to recommend.

Özet

Bu araştırmanın amacı, kayak merkezlerine gelen ziyaretçilerin hizmet kalitesi algılamalarını incelemek ve kayak merkezi hizmet kalitesinin; müşteri memnuniyeti ve tavsiye etme niyeti üzerindeki etkilerini tespit etmektir. Araştırmada ayrıca müşteri memnuniyetinin; hizmet kalitesi ile tavsiye etme niyeti arasındaki aracılık etkisi de incelenmiştir. Veri toplama aracı olarak anket formu kullanılmıştır. Araştırmanın evrenini, İl Kültür ve Turizm Müdürlükleri tarafından istatistik tutulduğu belirlenen kayak merkezlerine (Palandöken, Uludağ, Kartalkaya, Ilgaz, Erciyes, Davraz, Sarıkamış, Zigana) gelen ziyaretçiler oluşturmaktadır. Toplamda 1011 kullanılabilir anket formu analize tabi tutulmuştur. Araştırma kapsamında oluşturulan hipotezler, yapısal eşitlik modeli uygulamaları kullanılarak test edilmiştir. Araştırma sonuçları incelendiğinde, kayak merkezi hizmet kalitesi kapsamında yer alan, toplamda sekiz boyuttan dört tanesinin (turist bilgilendirme hizmetleri, konaklama, ekipman kiralama dükkânları ve kayak alan/pist ve hizmetleri) müşteri memnuniyetini pozitif yönde etkilediği tespit edilmiştir. Bununla birlikte kayak merkezi hizmet kalitesinin, kayak dersleri ile kayak alan/pist ve hizmetleri boyutlarının, tavsiye etme niyetini pozitif yönde etkilediği belirlenirken; diğer boyutların tavsiye etme niyeti üzerinde böyle bir etkisinin olmadığı görülmüştür. Ayrıca müşteri memnuniyeti; kayak merkezi hizmet kalitesi ile tavsiye etme niyeti arasında aracılık etkisi göstermektedir.

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Cite This Article

SİLİK, C. E., ÜNLÜÖNEN, K. (2018). Relationship Between Service Quality, Customer Satisfaction and Intention to Recommend: A Study for Ski Centers. İşletme Araştırmaları Dergisi, Cilt: 10 - Sayı: 4, 333–357. https://ajindex.com/articles/268853

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