Yıl 2017, Cilt 4, Sayı 8, Sayfalar 172 - 194 2017-12-15

The Effects of Memorable Customer Experiences on Customer Loyalty: The Case of Green Hotels
Hafızaya Yönelik Müşteri Deneyimlerinin Müşteri Sadakatine Etkisi: Yeşil Oteller Örneği

Üzeyir Kement [1] , Sinan Çavuşoğlu [2]

180 219

The aim of this study is to determine the effects of memorable customer experiences on green hotel guests’ memories and loyalty behaviours. The population of this study consists of the green hotels’ customers in Turkey. Survey method was used as data collection tool in the research. 410 participants were reached by convenience sampling method in the study. Confirmatory and Exploratory Factor Analyses were applied to the scales used in the study. The memory based consumer experience scale is divided into four sub-dimensions (education, entertainment, aesthetics and escape). According to the results, aesthetics and escape has a positive effect on memories of guests. Education and entertainment hasn’t a positive effect on memories of customers. Furthermore entertainment and aesthetics has a positive effect on loyalty. But education and escape hasn’t same positive affect on loyalty. 

Bu çalışmanın amacı yeşil yıldızlı otelleri ziyaret eden müşterilerin hafızaya dayalı deneyimlerinin anılarına ve sadakatlerine etkisinin belirlenmesidir. Araştırma evrenini Türkiye’de yeşil yıldız simgesi almış olan otelleri ziyaret eden otel müşterileri oluşturmaktadır. Araştırmada veri toplama aracı olarak anket kullanılmıştır. Araştırmada kolayda örneklem yöntemiyle 410 katılımcıya ulaşılmıştır. Çalışmada kullanılan ölçeklere yönelik doğrulayıcı ve keşifsel faktör analizleri uygulanmıştır. Hafızaya dayalı tüketici deneyimleri ölçeği dört alt boyuta (eğitim, eğlence, estetik ve kaçış) ayrılmıştır. Araştırma bulgularına göre otel müşterilerinin estetik ve kaçış deneyimlerinin anılarını etkilediği, eğlence ve eğitim deneyimlerinin ise anılarını etkilemediği tespit edilmiştir. Ayrıca eğlence ve estetik anlayışları sadakat düzeylerini etkilerken eğitim ve kaçış boyutlarında aynı etki söz konusu değildir. Son olarak otel müşterilerinin yeşil yıldızlı otellerde edinmiş oldukları anılarının sadakatlerini olumlu yönde etkilediği belirlenmiştir.

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Konular Sosyal ve Beşeri Bilimler
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Yazarlar

Orcid: orcid.org/0000-0002-3190-9079
Yazar: Üzeyir Kement
E-posta: uzeyirkement@hotmail.com
Ülke: Turkey


Orcid: http://orcid.org/0000-0001-9365-8677
Yazar: Sinan Çavuşoğlu
E-posta: scavusoglu@bingol.edu.tr
Ülke: Turkey


Bibtex @araştırma makalesi { ijoses338772, journal = {Uluslararası Sosyal ve Eğitim Bilimleri Dergisi}, issn = {}, address = {Selim Hilmi ÖZKAN}, year = {2017}, volume = {4}, pages = {172 - 194}, doi = {10.20860/ijoses.338772}, title = {Hafızaya Yönelik Müşteri Deneyimlerinin Müşteri Sadakatine Etkisi: Yeşil Oteller Örneği}, key = {cite}, author = {Kement, Üzeyir and Çavuşoğlu, Sinan} }
APA Kement, Ü , Çavuşoğlu, S . (2017). Hafızaya Yönelik Müşteri Deneyimlerinin Müşteri Sadakatine Etkisi: Yeşil Oteller Örneği. Uluslararası Sosyal ve Eğitim Bilimleri Dergisi, 4 (8), 172-194. DOI: 10.20860/ijoses.338772
MLA Kement, Ü , Çavuşoğlu, S . "Hafızaya Yönelik Müşteri Deneyimlerinin Müşteri Sadakatine Etkisi: Yeşil Oteller Örneği". Uluslararası Sosyal ve Eğitim Bilimleri Dergisi 4 (2017): 172-194 <http://dergipark.gov.tr/ijoses/issue/31008/338772>
Chicago Kement, Ü , Çavuşoğlu, S . "Hafızaya Yönelik Müşteri Deneyimlerinin Müşteri Sadakatine Etkisi: Yeşil Oteller Örneği". Uluslararası Sosyal ve Eğitim Bilimleri Dergisi 4 (2017): 172-194
RIS TY - JOUR T1 - Hafızaya Yönelik Müşteri Deneyimlerinin Müşteri Sadakatine Etkisi: Yeşil Oteller Örneği AU - Üzeyir Kement , Sinan Çavuşoğlu Y1 - 2017 PY - 2017 N1 - doi: 10.20860/ijoses.338772 DO - 10.20860/ijoses.338772 T2 - Uluslararası Sosyal ve Eğitim Bilimleri Dergisi JF - Journal JO - JOR SP - 172 EP - 194 VL - 4 IS - 8 SN - -2148-8673 M3 - doi: 10.20860/ijoses.338772 UR - http://dx.doi.org/10.20860/ijoses.338772 Y2 - 2017 ER -
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