EFFECT OF MEASURED PERCEİVED SERVICE QUALITY ON CUSTOMER SATISFACTION WITH HOTELZOT MODEL

Şafak ÜNÜVAR, Simge TOKAY

Öz


The main condition is quality service for businessess in tourism with intense competition to continue their existence. However, the parties are touristic consumers to assess the quality. The aim of this research is to evaluate perceived service quality levels of domestic and foreign tourists who visited Antalya‐Kaşdistrict and to measure the impact of these perceptions on satisfaction. In order to measure the perceived service quality, HOTELZOT scale by Nadiri and Hussain (2005) is used. The study in which goal directed sampling from non‐random sampling method was preferred includes customers (n=435) of Tourism Licensed Facilities at Antalya‐Kaşdistrict. All of the scale, which customers evaluated the service quality of hotel business they accommodated, and reliability and validity for each factor (Confirmatory Factor Analysis) were tested. In order to determine the effect of perceived service quality on satisfaction; regression, to determine the difference between groups; Independent samples t‐test and ANOVA test were utilized from measures of central tendency as well as the main determinant statistics for the analysis of data. Data were analyzed by using SPSS 21.0 and AMOS 22.0. As a result of data obtained from the sample, it is seen that the scale consists of two dimensions as tangibles and intangibles, perceived service quality significantly predicts customer satisfaction, there is differentiation between the groups according to some demographic factors.


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