A Research study on the relationship among relational benefit,perceived quality, image and customer loyalty in different hospitality Businesses
International Journal of Management Cases, cilt.16, sa.3, ss.20-39, 2014 (Hakemli Dergi)
- Yayın Türü: Makale / Tam Makale
- Cilt numarası: 16 Sayı: 3
- Basım Tarihi: 2014
- Dergi Adı: International Journal of Management Cases
- Sayfa Sayıları: ss.20-39
- Açık Arşiv Koleksiyonu: AVESİS Açık Erişim Koleksiyonu
- Maltepe Üniversitesi Adresli: Evet
Özet
As in all sectors, it is very difficult to make a difference that will provide advantage in competition in the services of hospitality services sector. It is important to increase customer loyalty by positively affecting the perception of quality and image among customers. In recent studies, it has been determined that relational benefit is an influential factor on quality, image and customer loyalty especially in services. Relational benefit consists of three dimensions which are social benefit, trust and special care. In this study, primarily it has been aimed to determine the effects of relational benefit of customers who purchase hospitality business service on the perception of quality and image. The effects of perception of quality and image resulted from relational benefit have been investigated on customer loyalty. In this study, the questionnaire study have been conducted on 400 customers who buy service from hospitality businesses which serve in different categories (3 stars,4 stars,5 stars) in Turkey-İstanbul. The research model presented below has been tested through structural equation model. Discriminant analysis have been conducted to determine whether there is a difference in the relationships in the research model according to the types of hospitality businesses from which customers buy service. In accordance with the results of the research, various suggestions related to marketing strategies towards creating relational benefits have been made for the hospitality businesses.