Termal otellerde müşteri memnuniyet ve hizmet kalitesi ilişkisi: Yalova ili örneği
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Date
2022
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Abstract
Sağlık, insanların yaşamlarını idame ettirmek, yaşam kalitesini olabildiğince yükseltebilmek amaçlı süreklilik arz edecek şekilde korumaya aldıkları özel bir öneme sahiptir. Günümüz şartlarında gerek biyolojik ya da genetik hastalıklar veya yaşam şeklinde bulunan yoğun iş temposu, artan maliyetler gibi özel nedenler sonucu insanlar kronik veya geçici olarak sağlık problemleriyle karşılaşabilmektedir. Karşılaşılan sağlık sorunları sonucu insanlar hem tedavi olmak hem de dinlenmek maksadıyla sağlık turizmini tercih etmektedir. Özellikle son yıllarda çok fazla önem kazanan sağlık ve termal turizmi insanların gerek kronik hastalıkları gerekse dinlenme, eğlence veya boş zaman aktivitesi amaçlı sıkça tercih ettikleri turizm çeşididir. Yerli veya yabancı turistlerin konaklamak için tercih ettikleri işletmelerde mühim bir kıstas olan hizmet kalitesi ve müşteri memnuniyeti son derece önemli bir yere sahiptir. Konaklayan misafirin hizmetten beklentisi ve algıladığı hizmet arasında fark olmamalı olumlu yönde bir ilişki olmalıdır. Bu çalışma da Yalova ilinde yer alan otel işletmelerinde konaklayan misafirlerin hizmet kalitesi ve müşteri memnuniyet oranını ölçmek amacıyla nicel araştırma yöntemi kullanılmıştır. Çalışmada nicel araştırma tekniği olan tarama yöntemi kullanılarak, uygulanan anket çalışmasına 403 kişi katılım sağlamıştır. Çalışmanın istatiksel analizleri için SPSS 22.0 istatistik paket kullanılmıştır. Niceliksel verilerin karşılaştırılmasında ise Anova testi ve Tukey testleri kullanılmıştır. Sonuç olarak %95 güven aralığında anlamlılık düzeyinde Yalova termal otellerde konaklayan müşterilerin hizmet kalitesi ve müşteri memnuniyeti arasındaki ilişkinin pozitif yönlü ve yüksek düzeyli olduğu tespit edilmiştir.
Health has a special importance that people take to protect their lives in a way that ensures continuity in order to increase their quality of life as much as possible. In today's conditions, people may encounter chronic or temporary health problems as a result of biological or genetic diseases or special reasons such as intense work pace and increasing costs in the way of life. As a result of the health problems encountered, people prefer health tourism for both treatment and relaxation. Health and thermal tourism, which has gained a lot of importance especially in recent years, is a type of tourism that people frequently prefer for chronic diseases, as well as for rest, entertainment or leisure activities. Service quality and customer satisfaction, which are important criteria in the businesses that domestic or foreign tourists prefer to stay, have an extremely important place. There should be no difference between the guest's expectation from the service and the service he perceives, and there should be a positive relationship. In this study, a quantitative research method was used to measure the service quality and customer satisfaction rate of the guests staying in the hotel establishments in Yalova. Using the survey method, which is a quantitative research technique, 403 people participated in the survey study. SPSS 22.0 statistical package was used for statistical analysis of the study. Anova test and Tukey tests were used to compare quantitative data. As a result, it has been determined that the relationship between the service quality of the customers staying in Yalova thermal hotels and customer satisfaction is positive and high at the level of significance in the 95% confidence interval.
Health has a special importance that people take to protect their lives in a way that ensures continuity in order to increase their quality of life as much as possible. In today's conditions, people may encounter chronic or temporary health problems as a result of biological or genetic diseases or special reasons such as intense work pace and increasing costs in the way of life. As a result of the health problems encountered, people prefer health tourism for both treatment and relaxation. Health and thermal tourism, which has gained a lot of importance especially in recent years, is a type of tourism that people frequently prefer for chronic diseases, as well as for rest, entertainment or leisure activities. Service quality and customer satisfaction, which are important criteria in the businesses that domestic or foreign tourists prefer to stay, have an extremely important place. There should be no difference between the guest's expectation from the service and the service he perceives, and there should be a positive relationship. In this study, a quantitative research method was used to measure the service quality and customer satisfaction rate of the guests staying in the hotel establishments in Yalova. Using the survey method, which is a quantitative research technique, 403 people participated in the survey study. SPSS 22.0 statistical package was used for statistical analysis of the study. Anova test and Tukey tests were used to compare quantitative data. As a result, it has been determined that the relationship between the service quality of the customers staying in Yalova thermal hotels and customer satisfaction is positive and high at the level of significance in the 95% confidence interval.
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İşletme, Hizmet kalitesi, Konaklama işletmeleri, Müşteri tatmini, Business Administration, Service quality, Oteller, Occommodation enterprises, Customer satisfaction, Termal, Hotels, Termal işletmeler, Thermal, Thermal enterprises, Yalova, Yalova
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90