ALGILANAN HİZMET KALİTESİ, ALGILANAN MÜŞTERİ DEĞERİ VE DAVRANIŞSAL EĞİLİMLER ÜZERİNDE ULUSAL KÜLTÜR ETKİSİ: ANTALYA’DA BİR UYGULAMA

İbrahim Taylan Dörtyol, İnci Varinli, Olgun Kitapcı
693 525

Öz


Ulusal kültür kavramı, bireyin sosyal çevresi ile etkileşiminden, geliştirdiği bilişsel süreçlere birçok noktada etkin bir konumda yer almaktadır. Söz konusu durumun tüketim davranışları üzerinde de etki sahibi olduğunu düşünmek yersiz olmayacaktır. Bu düşünceden hareketle, farklı algılara sahip olma potansiyeli taşıyan uluslararası tüketicilerin bu gözle incelenmesinin, algısal süreçlere ilişkin derin bulguların ortaya çıkmasına neden olacağı güdüsüyle bu çalışma hayata geçirilmiştir.

Bu doğrultuda, çalışmanın temel amacı ulusal kültürün hizmet kalitesi ve müşteri değeri algısı üzerindeki etkisini ortaya koymaktır. Bu amacın yanı sıra, ulusal kültür, algılanan hizmet kalitesi, algılanan müşteri değeri, müşteri tatmini ve müşteri sadakati yapıları arasındaki ilişkilerin yönü ve kuvvetinin ortaya konması araştırmanın diğer amaçlarını oluşturmaktadır. Veri toplama süreci sonucunda kullanılabilir bulunan 307 anket formu üzerinde güvenirlik ve geçerlik analizleri uygulanmış ve hipotezlerin test edilmesi için Yapısal Eşitlik Modelinden (YEM) yararlanılmıştır. Araştırma sonuçları ilişkilerin yönünü ve kuvvetini göstermesi nedeniyle önem arz etmektedir.


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