Cilt 8 Sayı 3 (2023): Turkish Journal of Marketing
Makaleler

Hatırlanabilir turizm deneyiminin oluşumunda müşteri-hizmet personeli etkileşiminin rolü

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  • Erdem Özkan
Erdem Özkan
İSTANBUL ÜNİVERSİTESİ/İŞLETME FAKÜLTESİ/İŞLETME BÖLÜMÜ/PAZARLAMA ANABİLİM DALI
DOI: https://doi.org/10.30685/tujom.v8i3.187

Yayınlanmış 25.09.2023

Anahtar Kelimeler

  • Customer Experience, Memorable Tourism Experience, Service Experience Co-Creation, Netnography, Analytic Hierarchy Process
  • Müşteri Deneyimi, Hatırlanabilir Turizm Deneyimi, Birlikte Hizmet Deneyimi Oluşturma, Netnografi, Analitik Hiyerarşi Süreci

Nasıl Atıf Yapılır

Özkan, E. (2023). Hatırlanabilir turizm deneyiminin oluşumunda müşteri-hizmet personeli etkileşiminin rolü. Turkish Journal of Marketing, 8(3), 75–105. https://doi.org/10.30685/tujom.v8i3.187

Telif Hakkı (c) 2023 Erdem Özkan

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Bu çalışma Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License ile lisanslanmıştır.

Özet

Bu çalışmanın amacı, müşterilerin turizm deneyimlerinin hatırlanabilir olmasında müşteri-hizmet personeli etkileşiminin rolünü belirlemektir. Hatırlanabilir turizm deneyimini personel-müşteri etkileşimi kaynaklı biçimlendiren faktörleri belirlemek, olumlu ve olumsuz deneyimler bağlamında bu faktörleri karşılaştırmalı olarak incelemek ve önem seviyelerini ortaya koymak çalışmanın amaçları arasındadır. Araştırma tasarımında karma yöntem benimsenmiştir. Buna göre netnografi ve analitik hiyerarşi süreci (AHP) yöntemlerinin birlikte kullanıldığı bir tasarım oluşturulmuştur. Araştırma kapsamındaki destinasyonlarda yer alan butik otellerde konaklayan müşterilerin hatırlanabilir turizm deneyimlerini temsil eden çevrimiçi kullanıcı yorumları netnografi yöntemine uygun şekilde elde edilerek analiz edilmiştir. Bu şekilde belirlenen temalar ve temaları oluşturan kategorilerin göreceli önem seviyeleri ise AHP yöntemi ile analiz edilmiştir. Çalışma sonucunda, hatırlanabilir turizm deneyimlerinin müşteri-hizmet personeli etkileşimine dayalı olarak oluşumunda üç ana tema tespit edilmiştir. Bu temalar, hizmet süreci aşamalarındaki etkileşimler kaynaklı deneyimler, personelin genel tutum ve davranışları kaynaklı deneyimler ve personelin nitelikleri ve iletişim biçimi kaynaklı deneyimler şeklindedir. Çalışmada elde edilen sonuçlar hizmet personeli ve müşteri arasındaki etkileşimin, müşterilerin turizm deneyimlerinin hatırlanabilir olmasında önemli bir rolü olduğunu göstermektedir.

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