Deneyimsel Değer ve Davranışsal Niyet Arasındaki İlişkide Müşteri Memnuniyetinin Aracılık Rolü: Kapadokya Kaya Oteller Örneği (The Mediating Role of Customer Satisfaction in the Relationship Between Experiential Value and Behavioral Intention: The Case of Cappadocia Cave Hotels)

Authors

  • Sibel ÖZDEMİR
  • Ebru GÜNEREN

DOI:

https://doi.org/10.21325/jotags.2023.1260

Keywords:

Experiential value, Customer satisfaction, Behavioral intention, Cave hotels, Cappadocia

Abstract

Tourism businesses aim to provide consumers with unique experiences as well as offering goods and services, therefore they turn to the experiential value approach. In this context, the aim of the research is to determine the effect of experiential value on customer satisfaction and behavioral intention. For this purpose, demographic characteristics, experiential value perceptions, satisfaction and behavioral intentions of 389 tourists staying in cave hotels (rock carved hotels) in the Cappadocia Region between the years 2020-2021 were analyzed with a questionnaire. According to the findings, it has been determined that experiential value has a positive effect on behavioral intention and customer satisfaction. In addition, it has been determined that customer satisfaction has a mediating role in the effect of experiential value on behavioral intention. With this study, it is expected to provide guiding information to both the relevant literature and the relevant practitioners

References

Aho, S. K. (2001). Towards a general theory of touristic experiences: Modelling experience process in tourism. Tourism Review 56, 3(4), 33-37.

Ali, F., Hussain, K., & Ragavan, N. A. (2014). Memorable Customer Experience: Examining the Effects of Customers Experience on Memories and Loyalty in Malaysian Resort Hotels. Procedia-Social and Behavioral Science, 144: 273-279. DOI: 10.1016/j.sbspro.2014.07.296

Awang, Z. (2012). Structural equation modeling using AMOS graphic, Mara: Penerbit Universiti Teknology

Bernard, H. R. (2000). Social research methods: Qualitative and quantitative approaches, SAGE: California and UK Bigne, J. E., Sanchez, M. I., & Sanchez, J. (2001). Tourism image, evaluation variables and after purchase behaviour: İnter-relationship. Tourism Management, 22(6), 607–616

Cronin Jr, J. J., Brady, M. K., & Hult, GTM. (2000). Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments. Journal of Retailing, 76(2), 193–218.

Çakır, H. A. (2020). Gastronomik Deneyimsel Değer, Moda İmajı Vesal Amaç Niyetinde Olmak: UNESCO Gastronomi Bir Araştırma Uzmanı. Doktora Tezi, Muğla Sıtkı Koçman Üniversitesi, Muğla.

Çapık, C. (2014). Geçerlik ve Güvenirlik Çalışmalarında Doğrulayıcı Faktör Analizinin Kullanılması. Anadolu Hemşirelik ve Sağlık Bilimleri Dergisi. 17(3), 196- 205.

Çavuşgil Köse, B. (2015). Turizm Perspektifinde Deneyimsel Pazarlamanın Davranışsal Niyetler ve Tatmin Üzerindeki Etkisi: Üçüncü Yaş Grubu Turistler Üzerinde Bir Araştırma. Yayınlanmamış Yüksek Lisans Tezi. Trakya Üniversitesi, Edirne

Çavuşoğlu, S. (2019). Müşteri Deneyimi, Deneyimsel Değer ve Yeşil Davranışlara Karşı Tutumun Tekrar Ziyaret Niyetine Etkisinin Belirlenmesi: Yeşil İmajın Düzenleyicilik Rolü. Doktora Tezi, Gaziantep Üniversitesi, Gaziantep

Çavuşoğlu, S. & Durmaz, Y. (2020). Deneyimsel pazarlama ve yeşil davranış (uygulamalı) (1. baskı). Hiperyayın.

Çetin, G. (2012). Konaklama İşletmelerinde Müşteri Deneyiminin Sadakat ve Tavsiye Davranışına Etkisi. Yayınlanmamış Doktora Tezi, İstanbul Üniversitesi, İstanbul

Çetin, G., Akova, O., & Kaya, F. (2014). Components of Experiential Value: Case of Hospitality İndustry Social Behav. Sci.150:1040-1049.

Çokluk, Ö., Şekercioğlu, G., & Büyüköztürk, Ş.(2018). Sosyal Bilimler İçin Çok Değişkenli İstatistik SPSS ve LISREL Uygulamaları. Pegem Akademi: Ankara

Chen, C.F., & Chen, F.S. (2010). Experience quality, perceived value, satisfaction and behavioral intentions for heritage tourists. Tourism Management, 31(1), 29–35

Choi, S. (2015). Understanding Roles of Experiential Value And Perceived Switching Drivers on Traveler's Loyalty: An Empirical Study of Third-Party Travel Websites. Doctor of Phılosophy, Kansas State Unıversıty, Department of Hospitality Management And Dietetics College of Human Ecology , Kansas

Dörtyol, İ.T. (2014). Ulusal Kültür Perspektifinden Hizmet Kalitesi ve Müşteri Değeri. Ankara: Beta Yayınları

Eren, D., & Sözbilen, D. (2018). Kapadokya Kaya Otellerin Hibrit Turizm Bağlamında Pazarlanması, II. Uluslararası Turizm ve Kültürel Miras Kongresi, Nevşehir.

Fornell C., Lacker, D F (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research, 18 (1), 39-50

Frow, P., & Payne, A. (2007). Towards the ‘perfect’ customer experience. Journal of Brand Management, 15(2), 89- 101.

Gao, L. (2012). An exploratory study of the boutique hotel experience: Research on experience economy and designed customer experience. Master thesis, Purdue University

Gentile, C., Spiller, N., & Noci, G. (2007). How to sustain the customer experience: an overview of experience components that co-create value with the customer. Europe. Manag. Journal, 25 (5), 395-410.

Gürbüz, S., & Şahin, F. (2017). Sosyal Bilimlerde Araştırma Yöntemleri. Felsefe – Yöntem – Analiz:, Ankara :Seçkin Yayıncılık

Güven, H. (2019). Deneyimsel pazarlama ve deneyimsel değerin müşteri memnuniyetine etkisi: İzmir'deki alışveriş merkezlerinde bir uygulama. Doktora Tezi, Manisa Celal Bayar Üniversitesi, Manisa.

Hair, J.F J., Black, W.C., Babin, B.J., & Anderson, R.E (2010). Multivariate Data Analysis Seventh Edition Prentice Hall

Holbrook, M.B. (1999). Consumer Value: A Framework for Analysis and Research, Routledge, (London, New York).

Hayes. (2013). Introduction to mediation, moderation, and conditional process analysis: A regression-based approach. Guilford Press.

Haytko, D.L., & Baker, J. (2004). It’s all at the Mall: Exploring Adolescent Girls Experiences. Journal of Retailing.

(1), 67-83

Heung, V.C., & Gu, T. (2012). Influence of Restaurant Atmospherics on Patron Satisfaction and Behavioral Intentions, International Journal of Hospitality Management, 31 (4), 1167-1177.

Hosany, S., & Wıtham, M. (2010). Dimensions of Cruisers’ Experiences, Satisfaction, and Intention to Recommend. Journal of Travel Research, 49(3), 351-364.

Jeong, S.W., Fiore, A.M., Niehm, L.S., & Lorenz, F.O. (2009). The Role of Experiential Value in Online Shopping: The İmpacts of Product Presentation on Consumer Responses Towards an Apparel Web Site. Internet Research. 19(1), 105- 124

Keng ,C.J., Huang, T.L, Zheng, L.J. (2007). Modeling service encounters and customer experiential value in retailing. International Journal of Service Industry Management, 18 (4), 349-367.

Kivela, J., Inbakaran, R., & Reece, J. (1999). Consumer research in the restaurant environment, Part 1: A conceptual model of dining satisfaction and return patronage. International Journal of Contemporary Hospitality Management

Kline, P. (1994). An Esay Guide to Factor Analysis, Routledge, New York.

Kozak, M., & Rimmington, M. (2000). Tourist satisfaction with Mallorca, Spain, as an offseason holiday destination. Journal of Travel Research, 38 (3), 260–269

Lasalle, D., & Britton, T.A. (2003). Priceless: Turning Ordinary Products Into Extraordinary Experiences. USA: Harvard Business School Pres

Lee, T.H, Chang, Y.S. (2012). The influence of experiential marketing and activity involvement on the loyalty intentions of wine tourists in Taiwan, Leisure Studies, 31(1), 103-121

Lee, W., Sung, H., Suh, E., & Zhao, J. (2016). The Effects of Festival Attendees’ Experiential Values and Satisfaction on Re-Visit İntention to the Destination: The Case of a Food and Wine Festival. International Journal of Contemporary Hospitality Management. 29(3), 1005-1027.

Li, G., & Cai, W. (2014). The Effects of Experiential Value on Satisfaction and E-loyalty. Eastern Academic Forum, 97- 103.

Lin, C.H., & Kuo, B.Z.L. (2015)Ç The Behavioral Consequences of Tourist Experience. Tourism Management Perspectives, 18, 84-91

Lin, K.M. (2006). An Examination of The Relationship Between Experiential Marketing Strategy and Guests Leisure Behavior In Taiwan Hot-Spring Hotels. Unpublished Doctoral Dissertation. United States Sports Academy, ABD

Lin, K.M., Chang, C.M., Lin, Z.P., Tseng, M.L., & Lan, L.W. (2009). Application of Experiential Marketing Strategy to Identify Factors Affecting Guests’ Leisure Behaviour in Taiwan Hot-Spring Hotel. WSEAS Transactions on Business and Economics, 5 (6), 229-240.

Liu, Y., Jang, S.C. (2009). Perceptions of Chinese Restaurants In The U.S.: What Affects Customer Satisfaction And Behavioral Intentions? International Journal of Hospitality Management, 28, 338-348.

Mathwick, C., Malhotra, N., & Rigdon, E. (2001). Experiential Value: Conceptualization, Measurement and Application in The Catalog and Internet Shopping Environment. Journal of Retailing 77, 39–56.

Meydan, C.H., Şeşen, H. (2015). Yapısal Eşitlik Modellemesi Amos Uygulamaları (Detay Anatolia Akedemik Yayıncılık, Ankara)

Morgan-Thomas, Veloutsou, C. (2013). Beyond technology acceptance: Brand relationships and online brand experience, Journal of Business Research, 66(1), 21-27.

Odab Nigam, A. (2012). Modeling Relationship between Experiential Marketing, Experiential Value and Purchase Intension in Organized Quick Service Chain Restaurants Using Structural Equation Modeling Approach. International Journal of Computer Science & Management Studie. 12, 114-123

Odabaşı, Y. (2017). Postmodern Pazarlama. İstanbul: MediaCat Kitapları

Oh, H., Fiore, A.M., & Jeoung, M. (2007). Measuring Experience Economy Concepts: Tourism Applications.

Journal of Travel Research, 46(2),119-132.

Oral, S., & Çelik, A. (2013). Türkiye’yi Ziyaret Eden Turistlerin Estetik Deneyimleri Üzerine Bir Araştırma. İşletme Araştırmaları Dergisi, 170-190.

Özen, İ.A. (2017). Deneyimsel tüketim, destinasyon imaj algısı ve davranışsal sonuçları ilişkisi: Kapadokya sıcak hava balon deneyimi. Doktora Tezi. Nevşehir Hacı Bektaş Veli Üniversitesi, Nevşehir

Özgen, M. (2008). Müşteri değeri üzerine bir örnek olay uygulaması. Yayınlanmamış Doktora Tezi. Anadolu Üniversitesi, Eskişehir

Pham, T. H, Huang Y. Y. (2015) The Impact of Experiential Marketing on Customer’s Experiential Value and Satisfaction: An Empirical Study in Vietnam Hotel Sector. Journal of Business Management & Social Sciences Research 4(1), 1- 19.

Pine, J. B., & Gilmore, J.H. (1998). Welcome to the Experience Economy. Harvard Business Review: 97-105. Schmitt, B. (1999). Experiential marketing. Joumal of Marketing Management, 15(1-3), 53-67

Sheu JJ, Su YH., Chu K T (2009) Segmenting Online Game Customers-The Perspective Of Experiential Marketing. Expert Systems With Applications, 36(4): 8487–8495.

Tsai, C.T., & Wang, Y.C. (2017). Experiential value in branding food tourism. Journal of Destination Marketing & Management, 6(1), 56-65.

Uygur, S.M., & Doğan, S. (2013). Deneyimsel Pazarlamanın Müşteri Memnuniyeti Üzerine Etkisi: Restoranlar Üzerine Bir Araştırma. Dumlupınar Üniversitesi Sosyal Bilimler Dergisi, (37), 33-48.

Varshneya, G., Das, G., & Khare, A. (2017). Experiential value: a review and future research directions. Marketing Intelligence and Planning

Vilnai-Yavetz, I., & Rafaeli, A. (2006). Aesthetics And Professionalism Of Virtual Servicescapes Journal of Service Research,8 (3), 245-259

Vivek, S. D., Beatty, S. E. & Morgan, R. M. (2012). Customer Engagement: Exploring Customer Relationships Beyond Purchase. Journal of Marketing Theory and Practice, 20(2), 122-146.

Woodruff, R. B. (1997). Customer Value: The Next Source For Competitive Advantage. Journal of The Academy of Marketing Science, 25(2), 139-153.

Wu, H.C., Li., M.Y., & Li, T. (2018). A Study of Experiential Quality, Experiential Value, Experiential Satisfaction, Theme Park İmage, and Revisit İntention. Journal Hospitality Tourism Research 42 (1), 26-73

Yang ,C.Y. (2009). The Study of Repurchase Intentions in Experiential Marketing an Empirical Study of the Franchise Restaurant. The International Journal of Organizational Innovation 2(2), 245-262

Yeniçeri Alemdar, M. (2010). Deneyimsel Pazarlamada Alışveriş Atmosferinin Tüketici Davranışları Üzerindeki Etkisi. Yayınlanmamış Doktora Tezi Ege Üniversitesi, İzmir

Yoon, Y., & Uysal, M. (2005). An examination of the effects of motivation and satisfaction on destination loyalty: A structural model. Tourism Management. 26(1), 45-56. doi:10.1016/j.tourman.2003.08.016

Yuan, Y.H., & Wu, C. (2008). Relationships Among Experiential Marketing, Experiential Value and Customer Satisfaction. Journal of Hospitaility&Tourism Research. 32(3), 387-410.

Yüncü, H.R. (2010). Şarap Turizmi Bölgelerinin Rekabet Edebilirliğine Yönelik Bir Model Önerisi: Kapadokya Örneği. Yayınlanmamış Doktora Tezi. Anadolu Üniversitesi Sosyal Bilimler Enstitüsü, Eskişehir

Zabkar, V., Brencic, M.M., & Dmitrovic, T. (2010). Modeling Perceived Quality, Visitor Satisfaction and Behavioural Intentions at the Destination Level. Tourism Management, 31, 537-546.

Zhang, J. (2008). Brand experiential value scales for limited-service hotels. Unpublished Doctoral Dissertation. Purdue University, Indiana.

Published

07/01/2023

How to Cite

ÖZDEMİR, S., & GÜNEREN, E. . (2023). Deneyimsel Değer ve Davranışsal Niyet Arasındaki İlişkide Müşteri Memnuniyetinin Aracılık Rolü: Kapadokya Kaya Oteller Örneği (The Mediating Role of Customer Satisfaction in the Relationship Between Experiential Value and Behavioral Intention: The Case of Cappadocia Cave Hotels). Journal of Tourism & Gastronomy Studies, 11(2), 1641–1675. https://doi.org/10.21325/jotags.2023.1260