Müşteri Memnuniyetinin Ağızdan Ağıza İletişim Üzerindeki Etkisinde Hizmet Telafisinin Düzenleyicilik Rolü: Nevşehir’deki Otel İşletmelerinde Bir Uygulama (The Moderating Role of Service Recovery in the Impact of Customer Satisfaction on the Word of Mouth: Case of Nevsehir Hotels)
DOI:
https://doi.org/10.21325/jotags.2021.885Keywords:
Customer satisfaction, Service recovery, Word of mouth, Hotel businesses, Moderating effectAbstract
The aim of research is to reveal the role of service recovery in the effect of the satisfaction levels of customers staying in hotel businesses and experiencing service failures on word of mouth. In the research, there are three variables; customer satisfaction is exogenous variable, word of mouth is endogenous variable, and service recovery is moderator variable. As a sampling method, the judicial sampling method was preferred and the scope of the research included customers who were staying in four and five star hotels in Nevsehir and experienced service failures. Statistical analyses such as normality distribution, descriptive statistics, confirmatory factor analysis and structural equality modeling were applied to the obtained data and the model was tested with hypotheses. As a result of the research, it was determined that they are generally satisfied with hotel businesses, service recovery applications are successful and they want to make positive word of mouth about hotel businesses. The hypothesis testing the research model, assuming that service recovery has a moderating role in the impact of customer satisfaction on word of mouth was rejected. According to this result, which rejects the service recovery paradox, service recovery does not have a moderator role in the impact of customer satisfaction on word of mouth.
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