Davranışsal niyeti etkileyen hizmet kalitesi boyutları açısından tolerans bölgelerinin karşılaştırılması : otel işletmelerinde bir araştırma
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(2)
(3) BEYAN %XWH]LQ\D]ÕOPDVÕQGDELOLPVHODKOkNNXUDOODUÕQDX\XOGX÷XQXEDúNDODUÕQÕQHVHUOerinden \DUDUODQÕOPDVÕ GXUXPXQGD ELOLPVHO QRUPODUD X\JXQ RODUDN DWÕIWD EXOXQXOGX÷XQX NXOODQÕODQYHULOHUGHKHUKDQJL ELUWDKULIDW \DSÕOPDGÕ÷ÕQÕWH]LQ KHUKDQJL ELUNÕVPÕQÕQEX QLYHUVLWH YH\D EDúND ELU QLYHUVLWHGHNL EDúND ELU WH] oDOÕúPDVÕ RODUDN VXQXOPDGÕ÷ÕQÕ beyan ederim. (EUXg]OHP*h9(1 28.03.2012.
(4) g16g= 7XUL]PVHNW|UJHOLúHQHNRQRPLPL]LoHULVLQGHELOLPVHOYHSUDWLNG]H\GHSURIHV\RQHO ELU EDNÕú DoÕVÕ LOH DUDúWÕUPD \DSPD\D GH÷HU ELU KL]PHW DODQÕ RODUDN NDUúÕPÕ]D oÕNPDNWDGÕUg]HOOLNOHEXVHNW|UGH3D]DUODPD%LOLP'DOÕX\JXODPDODUÕQÕQVD÷ODGÕ÷ÕYH VD÷OD\DELOHFH÷L NDWNÕODUÕQ LUGHOHQPHVL LúOHWPHQLQ VUGUOHELOLUOL÷L EDNÕPÕQGDQ |QHPOLGLU %X oDOÕúPD LOH NRQDNODPD KL]PHWOHULQH |]J RODFDN ELoLPGH PúWHULOHULQ GDYUDQÕúVDO QL\HWOHULQL HWNLOH\HQ KL]PHW NDOLWHVL IDNW|UOHULQLQ ER\XWODUÕQÕQ
(5) RUWD\D oÕNDUÕOPDVÕ YH ER\XWODUD LOLúNLQ IDUNOÕ PúWHUL SURILOOHULQLQ DU]X HWWLNOHUL HQ \NVHN KL]PHW VHYL\HVL LOH \HWHUOL J|UHELOHFHNOHUL HQ GúN KL]PHW VHYL\HVL DUDVÕQGDNL IDUN RODUDN DGODQGÕUÕODQ WROHUDQV E|OJHOHULQLQ =27
(6) NDUúÕODúWÕUÕOPDVÕ DPDoODQPDNWDGÕU $UDúWÕUPDQÕQ DQD NWOHVLQL $QWDO\D¶GD +HUúH\ 'DKLO SD]DUODPD \DNODúÕPÕ ile hizmet YHUHQ RWHOOHUGH NRQDNOD\DQ $OPDQ YH 5XV PúWHULOHU ROXúWXUPDNWDGÕU dQN JQP]GHELUSD]DUODPD\DNODúÕPÕ olarak geliúWLULOHQ³+HUúH\'DKLO´VLVWHPHQoRNEX LNL PLOOL\HW WDUDIÕQGDQ WHUFLK HGLOPHNWH YH HQ oRN $QWDO\D LOLQGH NRQDNODPD \DSÕOPDNWDGÕU 7H] EXOJXODUÕQGDQ HOGH HGLOHFHN VRQXo YH |QHULOHU LOH WXUL]P YH SD]DUODPD OLWHUDWUQH |]JQ NDWNÕODU VD÷ODQPDVÕ XPXW HGLOPHktedir. %X oDOÕúPD YHVLOHVL\OH WP DNDGHPLN oDOÕúPDODUÕPÕ ILNLUOHUL ELOJL ELULNLPL YH WHFUEHOHUL\OH GDLPD GHVWHNOH\HQ 6D\ÕQ +RFDP YH GH÷HUOL E\÷P 'Ro Dr. 0HKPHW 6DUÕÕúÕN¶D |÷UHQFLOHUL ROPDNWDQJXUXUGX\GX÷XPYHILNLUOHULQL|QHPVHGL÷LP3URI Dr. Rem]L$OWXQÕúÕNYH3URI Dr. 2UKDQ %DWPDQ¶D EHQL \UHNOHQGLUGL÷L LoLQ 3URI Dr. )VXQ øVWDQEXOOX 'LQoHU¶H ILNLUOHUL\OH EDNÕú DoÕPÕ JHOLúWLUHQ 'Ro Dr. ø]]HW .ÕOÕQo YH <UG 'Ro Dr. Nihal 6WWHPL]¶HNDWNÕODUÕQGDQGROD\ÕWHúHNNUOHULPLLOHWPH\LELUERUoELOLrim. Daha da ve en |QHPOLVL GH VHYHFHQOL÷L\OH EHQL GDLPD PRWLYH HGHQ HQ GH÷HUOL YDUOÕ÷ÕP X÷XUXP R÷OXPX] <DPDQ¶D VDEÕU YH DQOD\Õú J|VWHUHQ HúLP g÷U *|U =(PUH *YHQ¶H EL]OHUL LOJLOHUL\OH YH ROXPODPDODUÕ\OD \UHNOHQGLUHQ GH÷HUOL DQQHPL] 3URI Dr.YeganH *YHQ YH EDEDPÕ] øQúDDW <N 0KHQGLVL hQDO *YHQ¶H DLOHPL]LQ WP GH÷HUOL E\NOHULQH VDPLPL\HWOH NDUL\HULPH GHVWHN YHUHQ WP DUNDGDúODUÕPD YH |]HOOLNOH GH PHVOHNWDú DUNDGDúODUÕP 'U dD÷DWDQ 7DúNÕQ YH 'U $U]X $]L]D÷DR÷OX¶QD D\UÕFD Lú \DúDPÕPGD oDOÕúPDODUÕPDDQOD\ÕúOD\DNODúDQWP\|QHWLFLOHULPHVRQVX]WHúHNNUOHULPLVXQDUÕP (EUXg]OHP*h9(1 28.03.2012.
(7) ødø1'(.ø/(5 KISALTMALAR ........................................................................................................................ iv 7$%/2/$5/ø67(6ø ................................................................................................................ v ù(.ø//(5/ø67(6ø ................................................................................................................. vi g=(7«.«« .............................................................................................................................viii SUMMARY« ............................................................................................................................. ix *ø5øù«.««................................................................................................................................ 1 %g/h0, +ø=0(79(+ø=0(7.$/ø7(6ø.$95$0/$5, ..................................... 9 +L]PHWOHULQ7DQÕPODQPDVÕ......................................................................................... 10 +L]PHWOHULQ6ÕQÕIODQGÕUÕOPDVÕ..................................................................................... 12 +L]PHWOHULQg]HOOLNOHUL .............................................................................................. 13 'RNXQXOPD]OÕN 6R\XWOXOXN
(8) ............................................................................ 14 7UGHú2OPDPa (Heterojen Olma) ................................................................. 15 (ú=DPDQOÕhUHWLPYH7NHWLP $\UÕOPD]OÕN
(9) ................................................ 16 'D\DQÕNVÕ]OÕN 6WRNODQDPDPD
(10) ....................................................................... 17 6DKLSOL÷LQ2OPDPDVÕ7UDQVIHU(GLOHPHPHVL ................................................ 18 +L]PHW6HNW|UQQ*HOLúLPL...................................................................................... 18 +L]PHWOHUHg]J3D]DUODPD<DNODúÕPÕYH.DUPDVÕ .................................................. 20 +L]PHWOHUHg]J3D]DUODPD<DNODúÕPÕ .......................................................... 20 +L]PHWOHUHg]J3D]DUODPD.DUPDVÕ ............................................................. 23 +L]PHW.DOLWHVL.DYUDPÕ ........................................................................................... 30 +L]PHW.DOLWHVL7DQÕPÕ ................................................................................... 31 +L]PHW.DOLWHVL%R\XWODUÕYH0RGHOOHUL .......................................................... 35 %g/h0,, 785ø=0+ø=0(7/(5øYH.21$./$0$øù/(70(/(5ø1'(%ø5 3$=$5/$0$<$./$ù,0,2/$5$.+(5ù(<'Æ+ø/ +'
(11) ......... 64 7XUL]PYH7XUL]P+L]PHWL.DYUDPÕ ......................................................................... 64 7XUL]P.DYUDPÕ .............................................................................................. 64 7XUL]P+L]PHWL.DYUDPÕ ................................................................................ 66 7XUL]P+L]PHWOHUL(QGVWULVLQLQ<HULYHgQHPL....................................................... 69 7XUL]P+L]PHWLQL2OXúWXUDQ)DDOL\HWOHU .................................................................... 73 %LU+L]PHWøúOHWPHVL2ODUDN.RQDNODPDøúOHWPHOHUL ................................................. 76 .RQDNODPDøúOHWPHOHULQHg]Jg]HOOLNOHU ...................................................... 77 .RQDNODPDøúOHWPHOHULQLQ6ÕQÕIODQGÕUÕOPDVÕ ................................................... 78. i.
(12) 2.5. 3D]DUODPD<DNODúÕPÕ2ODUDN.RQDNODPDøúOHWPHOHULQGH8\JXODQDQ³+HUúH\'DKLO´ Sistemi....................................................................................................................... 81 2.5.1. 3D]DUODPD<DNODúÕPÕ2ODUDN³+HUúH\'DKLO´6LVWHPLQLQ.DSVDPÕ ................ 85 ³+HUúH\'DKLO´6LVWHPLQH<|QHlik Olumlu ± 2OXPVX](OHúWLULOHU ................. 86 .RQDNODPDøúOHWPHOHUL$oÕVÕQGDQ+HUúH\'DKLO6LVWHPLQHøOLúNLQ2OXPOX (OHúWLULOHU ......................................................................................................... 89 .RQDNODPDøúOHWPHOHUL$oÕVÕQGDQ+HUúH\'DKLO6LVWHPLQH<|QHOLk Olumsuz (OHúWLULOHU ......................................................................................................... 91 +HUúH\'DKLO6LVWHPLQLQ7HUFLK(GLOPH1HGHQOHUL ................................................... 92 .RQDNODPDøúOHWPHOHULQLQ+HUúH\'DKLO6LVWHPLQL7HUFLK(WPH1HGHQOHUL ... 92 2.6.20úWHULOHULQ+HUúH\'DKLO6LVWHPLQL7HUFLK(WPH1HGHQOHUL ......................... 93 0úWHULOHULQ.RQDNODPD+L]PHWOHULQHøOLúNLQ%HNOHQWLOHUL ....................................... 94 %g/h0,,, 7h.(7ø&ø6$7,1$/0$'$95$1,ù,9('$95$1,ù6$/1ø<(7 99 7NHWLFLYH7XULVWLN7NHWLFL.DYUDPÕ ...................................................................... 99 7NHWLFLQLQ6DWÕQ$OPD'DYUDQÕúÕQÕ(WNLOH\HQ)DNW|UOHU ........................................ 101 3VLNRORMLN)DNW|UOHU ....................................................................................... 104 'HPRJUDILN)DNW|UOHU .................................................................................... 104 3.2.3. Sosyo-.OWUHO)DNW|UOHU............................................................................... 105 'XUXPVDO)DNW|UOHU ....................................................................................... 105 3D]DUODPDdDEDODUÕ ....................................................................................... 106 3.3. 7XULVWLN7NHWLFLQLQ.DUDU9HUPH6UHFL ................................................................ 106 6RUXQXQ%HOLUOHQPHVL$úDPDVÕ ..................................................................... 108 %LOJL$UD\ÕúÕYH6HoHQHNOHULQ'H÷HUOHQGLULOPHVL.......................................... 108 6DWÕQ$OPD.DUDUÕQÕQ9HULOPHVL ................................................................... 110 6DWÕQ$OPD6RQUDVÕ'DYUDQÕúODU .................................................................... 110 'DYUDQÕúVDO1L\HW ..................................................................................................... 111 'DYUDQÕúVDO1L\HWLQ%R\XWODUÕ ....................................................................... 111 3.4.2. 'DYUDQÕúVDO1L\HWgOoH÷L .............................................................................. 114 'DYUDQÕúVDO1L\HWYH+L]PHW.DOLWHVLøOLúNLVL ............................................... 115 'DYUDQÕúVDO1L\HWYH0úWHUL0HPQXQL\HWLøOLúNLVL ..................................... 115 %g/h0,9 '$95$1,ù6$/1ø<(7ø(7.ø/(<(1+ø=0(7.$/ø7(6ø %2<87/$5,$d,6,1'$172/(5$16%g/*(/(5ø1ø1 .$5ù,/$ù7,5,/0$6,-27(/øù/(70(/(5ø1'(%ø5 $5$ù7,50$ .................................................................................................. 118 $UDúWÕUPD0HWRGRORMLVL ............................................................................................. 122 $UDúWÕUPDQÕQ$PDFÕYH<|QWemi ............................................................................. 123 $UDúWÕUPDQÕQ.ÕVÕWODUÕ .............................................................................................. 126. ii.
(13) $UDúWÕUPDQÕQ$QD.WOHVLYHgUQHNOHP%\NO÷ ................................................ 126 3LORW$UDúWÕUPDQÕQ<DSÕOPDVÕ .................................................................................. 128 4.$QD$UDúWÕUPD0RGHOL ............................................................................................. 135 $QD$UDúWÕUPD+LSRWH]OHUL ....................................................................................... 137 4.8. Frekans Analizi ........................................................................................................ 138 gOoPH0RGHOLQLQhVW']H\'R÷UXOD\ÕFÕ)DNW|U$QDOL]L.XOODQÕODUDN7HVW Edilmesi ................................................................................................................... 138 <DSÕVDO0RGHOLQ2OXúWXUXOPDVÕYH7HVW(GLOPHVL ................................................. 143 )DUNOÕ0úWHUL3URILOOHULQLQ+L]PHW.DOLWHVL%R\XWODUÕQD<|QHOLN7ROHUDQV %|OJHOHULQLQ.DUúÕODúWÕUÕOPDVÕ ................................................................................ 149 +L]PHW.DOLWHVL%R\XWODUÕQD<|QHOLN7ROHUDQV%|OJHOHULQLQ0LOOL\HW )DUNOÕOÕ÷Õ$oÕVÕQGDQ.DUúÕODúWÕUÕOPDVÕ.......................................................... 149 +L]PHW.DOLWHVL%R\XWODUÕQD<|QHOLN7ROHUDQV%|OJHOHULQLQ.RQDNODPD 'HQH\LPL$oÕVÕQGDQ.DUúÕODúWÕUÕOPDVÕ ......................................................... 154 +L]PHW.DOLWHVL%R\XWODUÕQD<|QHOLN7ROHUDQV%|OJHOHULQLQ&LQVL\HW $oÕVÕQGDQ.DUúÕODúWÕUÕOPDVÕ ......................................................................... 157 +L]PHW.DOLWHVL%R\XWODUÕQD<|QHOLN7ROHUDQV%|OJHOHULQLQ2WHOLQ<ÕOGÕ] 6D\ÕVÕ$oÕVÕQGDQ.DUúÕODúWÕUÕOPDVÕ ............................................................... 160 6218d9(g1(5ø/(5 ........................................................................................................ 164 .$<1$.d$ ............................................................................................................................ 172 (./(5«« ............................................................................................................................ 198 g=*(d0øù« .......................................................................................................................... 217. iii.
(14) KISALTMALAR AMA. : $PHULNDQ3D]DUODPD'HUQH÷L. AH. : $OJÕODQDQ+L]PHW. BH. : Beklenen Hizmet. GAP. : %RúOXN0RGHOL. O.B. / O.K.. : Only Bed - 2GD.DKYDOWÕ. H.B. / Y.P.. : Half Board - <DUÕP3DQVL\RQ. F.B. / T.P.. : Full Board - Tam Pansiyon. A.I. / H.D.. : All Inclusive - +HUúH\'DKLO. ZOT. : =RQHRI7ROHUDQFH7ROHUDQV%|OJHVL. iv.
(15) 7$%/2/$5/ø67(6ø Tablo 1.10DOYH+L]PHW$UDVÕQGDNL)DUNODU .............................................................................. 14 Tablo 1.2. .ODVLN3D]DUODPD.DUPDVÕ3-7NHWLFL<|QO3D]DUODPD.DUPDVÕ& ................... 23 Tablo 1.3. .DOLWH7DQÕPODUÕ .......................................................................................................... 32 Tablo 1.4. %LUOHúWLULOPLú+L]PHW.DOLWHVLgOoWOHUL .................................................................... 41 Tablo 1.5. %LUOHúWLULOPLú+L]PHW.DOLWHVL%R\XWODUÕ .................................................................... 41 Tablo 2.10LOOL\HWH*|UH7UNL\H¶\H*HOHQ7XULVWYH<ÕOODUD*|UH'H÷LúLP2UDQODUÕ ............ 72 Tablo 2.2. .RQDNODPDøúOHWPHOHULQLQ7UYH6ÕQÕIODUÕ ................................................................ 81 Tablo 2.3. 7XUL]PøúOHWPHOHULnde Uygulanan Pansiyon Sistemleri ............................................ 82 Tablo 2.4. ³+HUúH\'DKLO´dHúLWOHULYHøoHUGL÷L+L]PHWOHU ......................................................... 82 Tablo 2.5. ³+HUúH\'DKLO´'DKLOLQGH9HULOHQ+L]PHWOHU ............................................................ 83 Tablo 3.1. 'DYUDQÕúVDO1L\HW%R\XWODUÕ ..................................................................................... 112 Tablo 3.2. 'DYUDQÕúVDO1L\HWgOoH÷L .......................................................................................... 114 Tablo 4.1. gUQHNOHP%HOLUOHPH.................................................................................................. 127 Tablo 4.2. 3LORW$UDúWÕUPDøoLQ.XOODQÕODQ$QNHWHøOLúNLQøIadeler........................................... 128 Tablo 4.3. *YHQLOLUOLN$QDOL]L .................................................................................................. 131 Tablo 4.4. gOoHNWHQøIDGHdÕNDUÕOGÕ÷ÕQGD*YHQLOLUOLN$QDOL]L6RQXoODUÕ ................................ 131 Tablo 4.5. )DNW|U$QDOL]L6RQXoODUÕ ........................................................................................... 134 Tablo 4.6. )DNW|U$QDOL]L6RQXoODUÕ 'DYUDQÕúVDO1L\HW%R\XWX
(16) ............................................. 135 Tablo 4.7. <DSÕVDO0RGHOøoLQ8\XPø\LOL÷LøVWDWLVWLNOHUL ......................................................... 147 Tablo 4.8. $UDúWÕUPD+LSRWH]OHULQLQ6RQXoODUÕ.......................................................................... 148. v.
(17) ù(.ø//(5/ø67(6ø ùHNLO +L]PHW6HNW|UQQhONH*UXSODUÕøoHULVLQGHNL3D\Õ................................................... 19 ùHNLO$OJÕODQDQ+L]PHWYH%HNOHQHQ+L]PHW$UDVÕQGDNLøOLúNL ........................................... 34 ùHNLO *U|QURRV¶XQ+L]PHW.DOLWHVL0RGHOL .......................................................................... 37 ùHNLO+L]PHW.DOLWHVL%R\XWODUÕ0RGHOL ................................................................................ 38 ùHNLO%RúOXN *$3
(18) 0RGHOL .................................................................................................. 45 ùHNLOHizmet 3HUIRUPDQV %DúDUÕ
(19) 0RGHOL ............................................................................ 48 ùHNLO$U]XODQDQ+L]PHW%HNOHQWLVLQL(WNLOH\HQ)DNW|UOHU ................................................... 52 ùHNLO<HWHUOL+L]PHW6HYL\HVL%HNOHQWLVLQL(WNLOH\HQ)DNW|UOHU .......................................... 53 ùHNLO $U]XODQDQ+L]PHW6HYL\HVLøOH7DKPLQ(GLOHQ+L]PHW6HYL\HVL%HNOHQWLOHULQL (WNLOH\HQ)DNW|UOHU........................................................................................................ 55 ùHNLO 0úWHUL+L]PHW%HNOHQWLOHUL0RGHOL .......................................................................... 55 ùHNLO7ROHUDQV%|OJHVL0RGHOL ............................................................................................ 56 ùHNLO 7ROHUDQV%|OJHVL0RGHOL |]HWOH
(20) ............................................................................... 57 ùHNLO2OLYHU¶LQ+L]PHW.DOLWHVL0RGHOL .............................................................................. 60 ùHNLO6SUHQJYH0DFNR\¶QLQ2OLYHU¶LQ
(21) +L]PHW.DOLWHVL0Rdeline Alternatif Modeli ......................................................................................................................... 61 ùHNLO7XUL]P(QGVWULVLQLQ*HQHO*|UQP ...................................................................... 67 ùHNLOEntegre Turizm Modeli ................................................................................................ 70 ùHNLO7XUL]P(QGVWULVLQLQ$OWÕ)DDOL\HW$ODQÕ .................................................................... 75 ùHNLO.RQDNODPDøúOHWPHOHULQLQdHúLWOL.ULWHUOHUH*|UH6ÕQÕIODQGÕUÕOPDVÕ .......................... 79 ùHNLO7NHWLFL6DWÕQ$OPD'DYUDQÕúÕ*HQHO0RGHOL ........................................................... 103 ùHNLO $UDúWÕUPD6Ueci ......................................................................................................... 123 ùHNLO$UDúWÕUPD0RGHOL........................................................................................................ 136 ùHNLO<DSÕVDO(úLWOLN0RGHOOHPHGH.DYUDPVDO0RGHOLQ*|VWHULPL gOoPH0RGHOL
(22) ....... 139 ùHNLOgOoPH0RGHOL± 6WDQGDUGL]Hd|]P'H÷HUOHUL ........................................................ 140 ùHNLOgOoPH0RGHOL± 7'H÷HUOHUL ...................................................................................... 141 ùHNLO<HQLgOoPH0RGHOLQH$LW6WDQGDUGL]Hd|]P'H÷HUOHUL ........................................ 142 ùHNLO/LVUHOgQHULOHUL6RQXFXQGDgOoPH0RGHOL................................................................ 143 ùHNLO<DSÕVDO0RGHO 6WDQGDUGL]Hd|]P'H÷HUOHUL .......................................................... 144 ùHNLO <DSÕVDO0RGHO 7'H÷HUOHUL ....................................................................................... 145 ùHNLO/LVUHOgQHULOHUL6RQXFXQGD<DSÕVDO0RGHO 7'H÷HUOHUL ........................................ 146 ùHNLO /LVUHOgQHULOHUL6RQXFXQGD<DSÕVDO0RGHO 6WDQGDUGL]Hd|]P'H÷HUOHUL .......... 146. vi.
(23) ùHNLO8\XPø\LOL÷LøVWDWLVWLNOHUL <DSÕVDO0RGHO ............................................................... 147 ùekil 4.13. )L]LNVHOg]HOOLNOHU+L]PHW.DOLWHVL%R\XWXøoLQ5XV7XULVWOHULQ7ROHUDQV *HQLúOLNOHUL ................................................................................................................ 150 ùHNLO)L]LNVHOg]HOOLNOHU+L]PHW.DOLWHVL%R\XWXøoLQ$OPDQ7XULVWOHULQ7ROHUDQV *HQLúOLNOHUL ................................................................................................................ 151 ùHNLO)L]LNVHOg]HOOLNOHU+L]PHW.DOLWHVL%R\XWXøoLQ5XV-Alman Turistlerin Tolerans *HQLúOLNOHULQLQ.DUúÕODúWÕUPDVÕ ................................................................................ 151 ùHNLO+HYHVOLOLN+L]PHW.DOLWHVL%R\XWXøoLQ5XV7XULVWOHULQ7ROHUDQV*HQLúOLNOHUL...... 152 ùHNLO +HYHVOLOLN+L]PHW.DOLWHVL%R\XWXøoLQ$OPDQ7XULVWOHULQ7ROHUDQV*HQLúOLNOHUL . 152 ùHNLO+HYHVOLOLN+L]PHW.DOLWHVL%R\XWXøoLQ5XV-Alman Turistlerin Tolerans *HQLúOLNOHULQLQ.DUúÕODúWÕUPDVÕ ................................................................................ 153 ùHNLO *YHQLOLUOLN+L]PHW.DOLWHVL%R\XWXøoLQ5XV-Alman Turistlerin Tolerans *HQLúOLNOHULQLQ.DUúÕODúWÕUPDVÕ ................................................................................ 154 ùHNLO0úWHULOHULQ.RQDNODPD'HQH\LPL)DUNOÕOÕ÷Õ$oÕVÕQGDQ³)L]LNVHOg]HOOLNOHU´ +L]PHW.DOLWHVL%R\XWXøoLQ7ROHUDQV%|OJHOHULQLQ.DUúÕODúWÕUÕOPDVÕ ................... 155 ùHNLO 0úWHULOHULQ.RQDNODPD'HQH\LPL)DUNOÕOÕ÷Õ$oÕVÕQGDQ³+HYHVOLOLN´+L]PHW .DOLWHVL%R\XWXøoLQ7ROHUDQV%|OJHOHULQLQ.DUúÕODúWÕUÕOPDVÕ ................................ 156 ùHNLO 0úWHULOHULQ.RQDNODPD'HQH\LPL)DUNOÕOÕ÷Õ$oÕVÕQGDQ³*YHQLOLUOLN´+L]PHW .DOLWHVL%R\XWXøoLQ7ROHUDQV%|OJHOHULQLQ.DUúÕODúWÕUÕOPDVÕ ................................ 157 ùHNLO0úWHULOHULQ&LQVL\HW)DUNOÕOÕ÷Õ$oÕVÕQGDQ³)L]LNVHOg]HOOLNOHU´+L]PHW.DOLWHVL %R\XWXøoLQ7ROHUDQV%|OJHOHULQLQ.DUúÕODúWÕUÕOPDVÕ .............................................. 158 ùHNLO 0úWHULOHULQ&LQVL\HW)DUNOÕOÕ÷Õ$oÕVÕQGDQ³+HYHVOLOLN´+L]PHW.DOLWHVL%R\XWX øoLQ7ROHUDQV%|OJHOHULQLQ.DUúÕODúWÕUÕOPDVÕ ........................................................... 159 ùHNLO0úWHULOHULQ&LQVL\HW)DUNOÕOÕ÷Õ$oÕVÕQGDQ³*YHQLOLUOLN´+L]PHW.DOLWHVL%R\XWX øoLQ7ROHUDQV%|OJHOHULQLQ.DUúÕODúWÕUÕOPDVÕ ........................................................... 160 ùHNLO26. 0úWHULOHULQ.RQDNODGÕNODUÕ2WHOLQ<ÕOGÕ]6D\ÕVÕ)DUNOÕOÕ÷Õ$oÕVÕQGDQ³)L]LNVHO g]HOOLNOHU´+L]PHW.DOLWHVL%R\XWXøoLQ7ROHUDQV%|OJHOHULQLQ.DUúÕODúWÕUÕOPDVÕ . 161 ùHNLO0úWHULOHULQ.RQDNODGÕNODUÕ2WHOLQ<ÕOGÕ]6D\ÕVÕ)DUNOÕOÕ÷Õ$oÕVÕQGDQ³+HYHVOLOLN´ +L]PHW.DOLWHVL%R\XWXøoLQ7ROHUDQV%|OJHOHULQLQ.DUúÕODúWÕUÕOPDVÕ .................... 162 ùHNLO0úWHULOHULQ.RQDNODGÕNODUÕ2WHOLQ<ÕOGÕ]6D\ÕVÕ)DUNOÕOÕ÷Õ$oÕVÕQGDQ ³*YHQLOLUOLN´+L]PHW.DOLWHVL%R\XWXøoLQ7ROHUDQV%|OJHOHULQLQ .DUúÕODúWÕUÕOPDVÕ ....................................................................................................... 163. vii.
(24) Doktora Tez gzeti. S$h Sosyal Bilimler EnstitV. Tezin BaúlÕ÷Õ: 'DYUDQÕúVDO 1L\HWL (WNLOH\HQ +L]PHW .DOLWHVL %R\XWODUÕ $oÕVÕQGDQ 7ROHUDQV %|OJHOHULQLQ .DUúÕODúWÕUÕOPDVÕ 2WHOøúOHWPHOHULQGH%LU$UDúWÕUPD Tezin YazarÕ: (EUXg]OHP*h9(1. DanÕúman: Doo Dr. 0HKPHW6$5,,ù,.. Kabul Tarihi: 28.03.2012. Sayfa SayÕsÕ: ix |Q kÕsÕm) + 197 (tez) + 20 (ekler). AnabilimdalÕ: øúOHWPH. BilimdalÕ: hUHWLP<|QHWLPLYH3D]DUODPD. Hizmet kaliWHVL LOH GDYUDQÕúVDO QL\HW NDYUDPODUÕ DUDVÕQGDNL LOLúNL\L DQODPDN YH DoÕNODPDN DGÕQD SD]DUODPD GDOÕQGD JHQLú NDSVDPOÕ WHRULN YH GHQH\VHO oDOÕúPDODU \UWOPú YH DUDúWÕUPD EXOJXODUÕ KL]PHW NDOLWHVLQLQ YH LOLúNLOL ROGX÷X GL÷HU NDYUDPODUÕQ PúWHULQLQ EDúODQJÕoWD EHNOHGL÷L KL]PHWLQ JHUoHNOHúLS JHUoHNOHúPHPHVLQH ED÷OÕ ROGX÷X ]HULQH \R÷XQODúPÕúWÕU %X ED÷ODPGD GD KL]PHW NDOLWHVL |OoPOHULQGH DOJÕODQDQ KL]PHW NDOLWHVL LOH IDUNOÕ EHNOHQWL VHYL\HOHUL DUDVÕQGDNL LOLúNL\L DoÕNODPDNWD IDUNOÕ PRGHOOHU YH ER\XWODU JHOLúWLULOPLúWLU 3DUDVXUDPDQ YG¶QLQ \ÕOÕQGD EDúODWWÕNODUÕ YH VRQUDNL oDOÕúPDODUÕ\OD JHOLúWLUGLNOHUL YH ³+L]PHW .DOLWHVL %R\XWODUÕ´ RODUDN DGODQGÕUGÕNODUÕ ³)L]LNVHO g]HOOLNOHU *YHQLOLUOLN +HYHVOLOLN *YHQ YH (PSDWL´ ER\XWODUÕ LOH 6HUYTXDO gOoH÷L EX oDOÕúPDGD HVDV DOÕQQÕú NRQDNODPDKL]PHWOHULQH|]JKL]PHWNDOLWHVLER\XWODUÕQÕQJHOLúWLULOPHVLDPDoODQPÕúWÕUdDOÕúPD\DÕúÕNWXWDQELUGL÷HU model ise, =HLWKDPOYG¶QLQ \ÕOÕQGDEDúODWWÕNODUÕYHPúWHULOHULQDU]XHWWLNOHULHQ\NVHNKL]PHWVHYL\HVLLOH yeterli J|UHELOHFHNOHULHQGúNKL]PHWVHYL\HVLDUDVÕQGDNLIDUNRODUDNDGODQGÕUÕODQ³7ROHUDQV%|OJHVL´PRGHOLGLU (ZOT-Zone of Tolerance). +HULNLPRGHOH\|QHOLN\DSÕODQDUDúWÕUPDODUJHUHNDNDGHPLNJHUHNVHGHLúOHWPHoHYUHOHULQLQGLNNDWLQL oHNHUHN RGDN QRNWDVÕ KDOLQH JHOPLú KL]PHW VHNW|U YH |]HOOLNOH GH WXUL]P VHNW|U LoLQ |QHPOL ELU NDYUDP KDOLQL DOPÕúWÕU%XQHGHQOHDUDúWÕUÕOPD\DGH÷HUELUoDOÕúPDNRQXVXGXU dDOÕúPDQÕQDPDFÕ NRQDNODPDKL]PHWOHULQH|]JRODUDNJHOLúWLULOPHVLSODQODQDQYHPúWHULOHULQ GDYUDQÕúVDOQL\HWOHULQL HWNLOH\HQ KL]PHW NDOLWHVL IDNW|UOHULQLQ RUWD\D oÕNDUÕOPDVÕ ve EX IDNW|UOHUH \|QHOLN PúWHULOHULQ WROHUDQV E|OJHOHULQLQ =27
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(27) SAU, Insitute of Social Sciences. PhD Thesis Abstract. Title of the Thesis: Comparison of Zones of Tolerance In Terms of Service Quality Dimensions Affecting Behavioral Intention: A Study on Hotel Management Author: (EUXg]OHP*h9(1. Supervisor: Assoc.Prof. Dr. 0HKPHW6$5,,ù,.. Date: 28.03.2012. Nu. of pages: ix (pre text) +197 (main body)+ 20 appendices). Department: Business and Administration. Subfield: Production Management and Marketing. ABSTRACT. Comprehensive theoretical and experimental studies have always been conducted in order to understand and explain the relation between the concepts of service quality and behavioural intention, and research findings have been focused on whether service quality and other related concepts are dependent on the realization of the service initially expected by the customer. In this regard, different models and dimensions have been developed for explaining the relation between the VHUYLFH TXDOLW\ GHWHFWHG GXULQJ VHUYLFH TXDOLW\ PHDVXUHPHQWV DQG GLIIHUHQW OHYHOV RI H[SHFWDWLRQ ³7DQJLEOHV´ ³5HOLDELOLW\´³5HVSRQVLYHQHVV´³$VVXUDQFH´DQG³(PSDWK\´GLPHQVLRQVGHYHORSHGE\3DUDVXUDPDQHWDOLQWKHVWXGLHV conducted in 1991 aQGODWHUDQGFDOOHG³'LPHQVLRQVRI6HUYLFH4XDOLW\DQGWKH6HUYTXDO6FDOHZHUHWDNHQDVEDVLVDQG the goal was to improve the service quality in accommodation services. Another model offering insight to the study is the Zone of Tolerance (ZOT) model (Zeithaml et al., 1993) defined as the difference between the highest service level desired by customers and the lowest level they find sufficient. The research conducted in connection with both models drew the attention of both the academic and the business circles and became the centre of focus and went on to become an important concept in the service sector and especially in the tourism sector. Therefore, it is a subject worth studying. The main goal of the study is to reveal the service quality factors that are planned to be developed specially for accommodation services and affect the behavioural intents of customers. The sub-goal of the study is to compare FXVWRPHUV¶ ]RQHV RI WROHUDQFH =27
(28) LQ FRQQHFWLRQ ZLWK WKHVH IDFWRUs. German and Russian customers staying at the KRWHOV LQ $QWDO\D RIIHULQJ VHUYLFHV ZLWK WKH ³DOO LQFOXVLYH´ PDUNHWLQJ VWUDWHJ\ FRQVWLWXWH WKH PDLQ WDUJHW JURXS RI WKH VWXG\7KDWLVEHFDXVHWKH³DOOLQFOXVLYH´PDUNHWLQJVWUDWHJ\ZKLFKKDVLPSURYHGWRDVLJQLILFDQWH[WHQWLVSUHIHUUHGPRVt by these two nations and Antalya is chosen as the destination point. We hope that the findings of the study will make original contributions to the tourism and marketing literature. The thesis study can be summarized under two topics as the comparison of ³6WUXFWXUDO (TXDWLRQ 0RGHOOLQJ 5HVXOWV´ DQG ³5DQJH RI 7ROHUDQFH =RQHV RI *HUPDQ DQG 5XVVLDQ 7RXULVWV´ DFFRUGLQJ WR GLIIHUHQW FULWHULD :KHQ WKH UHVXOWLQJ VWUXFWXUDO PRGHO ZDV UHYLHZHG LW ZDV IRXQG RXW WKDW WKH ³7DQJLEOHV´³5HVSRQVLYHQHVV´DQG³5HOLDELOLty" dimensions affected behavioural intentions with relation to the service quality in accommodation services. Furthermore, it is clear that Zones of Tolerance of customer profiles, which have different characteristics in terms of nationality, gender, the number of starts of a hotel and accommodation experience variables, differ from one another and German tourists have a narrower zone of tolerance in general on the dimension EDVLV $V WKH VWXG\ ILQGLQJV UHYHDOHG WKDW ³7DQJLEOHV´ ³5HVSRQVLYHQHVV´ DQG ³5HOLDELOLW\´ IDFWRUV RI VHUYLFH TXDOLW\ affect the behavioural intentions of customers such as preferring the accommodation service again, sharing the experience with others and recommending the service to other people etc., it becomes apparent that enterprises need to make more painstaking and planned efforts in order to improve these factors. Thanks to the findings obtained by comparing the zones of tolerance, the narrower and wider tolerance range of various customer profiles with relation to various service quality factors can be determined, the factors with narrower zones of tolerance can be given priority and developed further compared to the other factors as well as improving them constantly.. SUMMARY Keywords: Service Quality, Zone of Tolerance (ZOT), Behavioral Intention, All Inclusive Marketing Approach, Hotel Management, Tourism. ix.
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