Yıl: 2024 Cilt: 25 Sayı: 1 Sayfa Aralığı: 41 - 70 Metin Dili: İngilizce DOI: 10.24889/ifede.1354888 İndeks Tarihi: 01-07-2024

A RESEARCH ON THE EVALUATION OF HOTEL CUSTOMERS’ CITIZENSHIP BEHAVIORS IN THE EXPERIENCESCAPE

Öz:
Customer citizenship behavior provides many advantages to businesses in the service sector. In order to obtain these advantages, the antecedents of the variable must be determined. Therefore, this research aims to determine the direct, indirect, and mediating effects for customer citizenship behavior within the scope of Experiencescape from a marketing perspective in the hospitality industry. For this reason, in addition to customer citizenship behavior, Experiencescape, memorable tourism experience, and customer satisfaction variables were included in the research model. The research sample consisted of 258 local and foreign tourists who were at least 18 years old, came to Erzurum between January and May 2023, and stayed in Mountain Hotels in Erzurum. According to the findings, “localness,” and “escapism” dimensions of Experiencescape effect on memorable tourism experiences. Memorable tourism experiences also effect on customer satisfaction and “tolerance”, “advocacy”, “helping” and “feedback” dimensions of customer citizenship behavior. Besides this, customer satisfaction is effect on the “advocacy”, “helping” and “feedback” dimensions of customer citizenship behavior. Lastly, customer satisfaction has a partial mediating role in the relationship between memorable tourism experiences and the helping dimension of customer citizenship behavior. The obtained results were discussed from a marketing perspective. With this point of view, recommendations have been developed.
Anahtar Kelime: xperiencescape Memorable Tourism Experiences Customer Satisfaction Customer Citizenship Behavior Hotel Customer

OTEL MÜŞTERİLERİNİN VATANDAŞLIK DAVRANIŞLARININ DENEYİM ALANI KAPSAMINDA DEĞERLENDİRİLMESİ ÜZERİNE BİR ARAŞTIRMA

Öz:
ÖZ Müşteri vatandaşlık davranışı hizmet sektöründeki işletmelere birçok avantaj sağlamaktadır. Bu avantajların elde edilebilmesi için değişkenin öncüllerinin belirlenmesi gerekmektedir. Dolayısıyla bu çalışmanın amacı konaklama sektöründe, pazarlama bakış açısıyla “deneyim alanı” kapsamında müşteri vatandaşlık davranışı açısından doğrudan, dolaylı ve aracı etkileri ortaya çıkarmaktır. Bu sebeple araştırma modelinde müşteri vatandaşlık davranışının yanı sıra, deneyim alanı, unutulmaz turizm deneyimleri ve müşteri memnuniyeti değişkenlerine yer verilmiştir. Araştırmanın örneklemini, 18 yaş ve üzeri, Ocak-Mayıs 2023 tarihleri arasında Erzurum’a gelen ve Erzurum’daki dağ otellerinde konaklayan 258 yerli ve yabancı turist oluşturmuştur. Bulgulara göre deneyim alanının "yerellik" ve "gerçekten kaçış" boyutları unutulmaz turizm deneyimleri üzerinde etkilidir. Aynı zamanda, unutulmaz turizm deneyimleri müşteri memnuniyeti ile müşteri vatandaşlık davranışının “hoşgörü”, “savunuculuk”, “yardım etme” ve “geri bildirim” boyutları üzerinde etkilidir. Bunun yanı sıra, müşteri memnuniyet ise müşteri vatandaşlık davranışının “savunuculuk”, “yardım etme” ve “geri bildirim” boyutları üzerinde etkilidir. Son olarak, unutulmaz turizm deneyimleri ile müşteri vatandaşlık davranışının “yardım etme” boyutu arasındaki ilişkide müşteri memnuniyeti kısmi aracılık rolüne sahiptir. Elde edilen sonuçlar pazarlama perspektifinden tartışılmıştır. Bu bakış açısıyla öneriler geliştirilmiştir.
Anahtar Kelime: Deneyim Alanı Unutulmaz Turizm Deneyimleri Müşteri Memnuniyeti Müşteri Vatandaşlık Davranışı Otel Müşterisi

Belge Türü: Makale Makale Türü: Araştırma Makalesi Erişim Türü: Erişime Açık
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APA DEVECI F, YILDIZ T (2024). A RESEARCH ON THE EVALUATION OF HOTEL CUSTOMERS’ CITIZENSHIP BEHAVIORS IN THE EXPERIENCESCAPE. , 41 - 70. 10.24889/ifede.1354888
Chicago DEVECI FATMA GORGÜN,YILDIZ TUGBA A RESEARCH ON THE EVALUATION OF HOTEL CUSTOMERS’ CITIZENSHIP BEHAVIORS IN THE EXPERIENCESCAPE. (2024): 41 - 70. 10.24889/ifede.1354888
MLA DEVECI FATMA GORGÜN,YILDIZ TUGBA A RESEARCH ON THE EVALUATION OF HOTEL CUSTOMERS’ CITIZENSHIP BEHAVIORS IN THE EXPERIENCESCAPE. , 2024, ss.41 - 70. 10.24889/ifede.1354888
AMA DEVECI F,YILDIZ T A RESEARCH ON THE EVALUATION OF HOTEL CUSTOMERS’ CITIZENSHIP BEHAVIORS IN THE EXPERIENCESCAPE. . 2024; 41 - 70. 10.24889/ifede.1354888
Vancouver DEVECI F,YILDIZ T A RESEARCH ON THE EVALUATION OF HOTEL CUSTOMERS’ CITIZENSHIP BEHAVIORS IN THE EXPERIENCESCAPE. . 2024; 41 - 70. 10.24889/ifede.1354888
IEEE DEVECI F,YILDIZ T "A RESEARCH ON THE EVALUATION OF HOTEL CUSTOMERS’ CITIZENSHIP BEHAVIORS IN THE EXPERIENCESCAPE." , ss.41 - 70, 2024. 10.24889/ifede.1354888
ISNAD DEVECI, FATMA GORGÜN - YILDIZ, TUGBA. "A RESEARCH ON THE EVALUATION OF HOTEL CUSTOMERS’ CITIZENSHIP BEHAVIORS IN THE EXPERIENCESCAPE". (2024), 41-70. https://doi.org/10.24889/ifede.1354888
APA DEVECI F, YILDIZ T (2024). A RESEARCH ON THE EVALUATION OF HOTEL CUSTOMERS’ CITIZENSHIP BEHAVIORS IN THE EXPERIENCESCAPE. Dokuz Eylül Üniversitesi İşletme Fakültesi Dergisi, 25(1), 41 - 70. 10.24889/ifede.1354888
Chicago DEVECI FATMA GORGÜN,YILDIZ TUGBA A RESEARCH ON THE EVALUATION OF HOTEL CUSTOMERS’ CITIZENSHIP BEHAVIORS IN THE EXPERIENCESCAPE. Dokuz Eylül Üniversitesi İşletme Fakültesi Dergisi 25, no.1 (2024): 41 - 70. 10.24889/ifede.1354888
MLA DEVECI FATMA GORGÜN,YILDIZ TUGBA A RESEARCH ON THE EVALUATION OF HOTEL CUSTOMERS’ CITIZENSHIP BEHAVIORS IN THE EXPERIENCESCAPE. Dokuz Eylül Üniversitesi İşletme Fakültesi Dergisi, vol.25, no.1, 2024, ss.41 - 70. 10.24889/ifede.1354888
AMA DEVECI F,YILDIZ T A RESEARCH ON THE EVALUATION OF HOTEL CUSTOMERS’ CITIZENSHIP BEHAVIORS IN THE EXPERIENCESCAPE. Dokuz Eylül Üniversitesi İşletme Fakültesi Dergisi. 2024; 25(1): 41 - 70. 10.24889/ifede.1354888
Vancouver DEVECI F,YILDIZ T A RESEARCH ON THE EVALUATION OF HOTEL CUSTOMERS’ CITIZENSHIP BEHAVIORS IN THE EXPERIENCESCAPE. Dokuz Eylül Üniversitesi İşletme Fakültesi Dergisi. 2024; 25(1): 41 - 70. 10.24889/ifede.1354888
IEEE DEVECI F,YILDIZ T "A RESEARCH ON THE EVALUATION OF HOTEL CUSTOMERS’ CITIZENSHIP BEHAVIORS IN THE EXPERIENCESCAPE." Dokuz Eylül Üniversitesi İşletme Fakültesi Dergisi, 25, ss.41 - 70, 2024. 10.24889/ifede.1354888
ISNAD DEVECI, FATMA GORGÜN - YILDIZ, TUGBA. "A RESEARCH ON THE EVALUATION OF HOTEL CUSTOMERS’ CITIZENSHIP BEHAVIORS IN THE EXPERIENCESCAPE". Dokuz Eylül Üniversitesi İşletme Fakültesi Dergisi 25/1 (2024), 41-70. https://doi.org/10.24889/ifede.1354888