- Pamukkale Üniversitesi Sosyal Bilimler Enstitüsü Dergisi
- Issue: 49
- MÜŞTERİ BAĞLILIĞI OLUŞUM SÜRECİNİN BİLİŞ DUYGU DAVRANIŞ MODELİ İLE İNCELENMESİ: OTEL İŞLETMELERİ ÜZE...
MÜŞTERİ BAĞLILIĞI OLUŞUM SÜRECİNİN BİLİŞ DUYGU DAVRANIŞ MODELİ İLE İNCELENMESİ: OTEL İŞLETMELERİ ÜZERİNE BİR ARAŞTIRMA
Authors : Engin Tengilimoğlu, Ramazan Göral, Erkan Akgöz
Pages : 107-122
Doi:10.30794/pausbed.901405
View : 12 | Download : 1
Publication Date : 2022-03-02
Article Type : Research
Abstract :The purpose of this study is to examine the formation process of customer loyalty in hotel businesses with the cognitive affective and conative framework. In this context, price fairness, technical and functional quality are considered as the cognitive process through which customers obtain information about the hotel. Consumption emotions formed by the obtained cognitions were considered as affective process. Customer loyalty constituted by the effect of cognition and emotions was also considered as behavioral intention. A research model was developed by supporting with existing studies and tested wit Partial Least Square (PLS) structural equation model. First, the convergent and discriminant validity of the model were examined and then the results were shown. As a result, it has been determined that price fairness, technical quality and functional quality effect the consumption emotions. In addition, it has been observed that consumption feelings have an effect on customer loyalty. Finally, recommendations developed within the scope of the findings were presented.Keywords : Fiyat Adaleti, Teknik Kalite, Fonksiyonel Kalite, Tüketim Duyguları, Müşteri Bağlılığı, Customer Loyalty