Araştırma Makalesi
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DESTİNASYON PAZARLAMASI KAPSAMINDA ALGILANAN HİZMET KALİTESİNİN TEKRAR SATIN ALMA NİYETİNE ETKİSİNDE MARKA AŞKININ ROLÜ

Yıl 2024, Sayı: 42, 123 - 136, 09.02.2024

Şerife Salman İlknur Ayar

https://doi.org/10.18092/ulikidince.1345649

Öz

Bu çalışmanın temel amacı yerli turistlerin otel işletmelerine yönelik algılanan hizmet kalitesinin tekrar satın alma niyeti arasındaki teorik ilişkiyi araştırmak ve bu ilişkide marka aşkının rolünü ampirik olarak test etmektir. Araştırmanın birincil verileri anket yöntemi ile elde edilmiştir. Araştırma anketi Türkiye’de Akdeniz Bölgesindeki otellerde daha önce konaklamış olan otel müşterilerine online olarak uygulanmıştır. Araştırma anketinde hizmet kalitesi, marka aşkı ve tekrar satın alma niyetlerini ölçen ifadeler daha önce geçerliği güvenilirliği araştırılmış çalışmalardan uyarlanmıştır. Ankette katılımcılara sevgi duygusuyla bağlı oldukları otel markasına yönelik olarak araştırma sorularını yanıtlamaları istenmiştir. Araştırma sonucunda teorik model desteklenmiştir. Hizmet kalitesinin tekrar satın alma niyeti ile ve marka aşkı ile ilişkisi istatistiksel olarak anlamlıdır. Hizmet kalitesinin tekrar satın alma niyeti ile olan ilişkisinde marka aşkı değişkeni modele girdiğinde satın alma niyeti üzerindeki etkisi düşmektedir. Bu durum marka aşkının bu ilişkide kısmi aracılık rolünü açıklar. Bu araştırma bulguları, önemli bir pazarlama konusu olan marka aşkının bu ilişkilerle henüz çalışılmamış olan destinasyon pazarlaması alanında alanyazına katkıda bulunmaktadır.

Anahtar Kelimeler

Marka aşkı Tekrar satın alma niyeti Hizmet kalitesi Hizmet pazarlaması

Kaynakça

  • Aaker, D. A. (1996). Measuring Brand Equity Across Products and Markets. California Management Review, 38(3), 102-120. http://dx.doi.org/10.2307/41165845
  • Ahuvia, A. C., Batra, R. and Bagozzi, R. P. (2014). Love, Desire and İdentity: A Conditional Integration Theory of the Love of Things. In Handbook of brand relationships (pp. 364-379). Routledge.
  • Albert, N., Merunka, D. and Valette-Florence, P. (2008). When Consumers Love Their Brands: Exploring the Concept and its Dimensions. Journal of Business research, 61(10), 1062-1075. https://doi.org/10.1016/j.jbusres.2007.09.014
  • Alsoud, M., Alfdool, S., Trawnih, A., Helalat, A. and Mahrakani, N. (2023). Social Media Marketing Activities and Tourists’ Purchase Intention. International Journal of Data and Network Science, 7(2), 677-686.
  • Aro, K., Suomi, K. and Saraniemi, S. (2018). Antecedents and Consequences of Destination Brand Love—A Case Study from Finnish Lapland. Tourism Management, 67, 71-81. https://doi.org/10.1016/j.tourman.2018.01.003
  • Aureliano-Silva, L., Spers, E. E., Lodhi, R. N. and Pattanayak, M. (2022). Who Loves to Forgive? The Mediator Mechanism of Service Recovery Between Brand Love, Brand Trust and Purchase Intention in the Context of Food-Delivery Apps. British Food Journal. (124)12, 4686-4700. https://doi.org/10.1108/BFJ-07-2021-0819
  • Bairrada, C. M., Coelho, F. and Coelho, A. (2018). Antecedents and Outcomes of Brand Love: Utilitarian and Symbolic Brand Qualities. European Journal of Marketing, 52(3/4), 656-682. https://doi.org/10.1108/EJM-02-2016-0081
  • Batra, R., Ahuvia, A. and Bagozzi, R. P. (2012). Brand Love. Journal of marketing, 76(2), 1-16. https://doi.org/10.1509/jm.09.0339
  • Boshoff, C. and Gray, B. (2004). The Relationships Between Service Quality, Customer Satisfaction and Buying İntentions in the Private Hospital Industry, S. Afr. J. Bus. Manage., 35,27-37 https://doi.org/10.4102/sajbm.v35i4.666
  • Carrillat, F. A., Jaramillo, F. and Mulki, J. P. (2009). Examining the Impact of Service Quality: A Meta-Analysis of Empirical Evidence. Journal of Marketing Theory and Practice, 17(2), 95–110. https://doi.org/10.2753/MTP1069-6679170201
  • Carroll, B. A. and Ahuvia, A. C. (2006). Some Antecedents and Outcomes of Brand Love. Marketing Letters,17(2), 79–89 http://dx.doi.org/10.1007/s11002-006-4219-2
  • Choudhury, K. (2013). Service Quality and Customers’ Purchase Intentions: An Empirical Study of the Indian Banking Sector. International Journal of Bank Marketing, 31(7), 529-543. https://doi.org/10.1108/IJBM-02-2013-0009
  • Cinnioğlu, H. And Gündoğdu, M. (2023). Yerli Turistlerin Algıladıkları Gastronomi İmajının, Turist Memnuniyeti ve Destinasyon Sadakatine Etkisi: Hatay Örneği, Turizm Akademik Dergisi, 10 (1), 35-52.
  • Cronin Jr, J. J., Brady, M. K. and Hult, G. T. M. (2000). Assessing the Effects of Quality, Value, and Customer Satisfaction on Consumer Behavioral Intentions in Service Environments. Journal of Retailing, 76(2), 193-218. https://doi.org/10.1016/S0022-4359(00)00028-2
  • Cronin, J. J. and Taylor, S. A. (1994). Servperf Versus Servqual: Reconciling Performance-Based and Perceptions-Minus-Expectations Measurement of Service Quality. Journal of Marketing, 58(1), 125–131. https://doi.org/10.1177/002224299405800110
  • Crosby, P.B. (1979) Quality Is Free: The Art of Making Quality Certain. McGraw-Hill, New York.
  • Çabuk, S., Nakıboğlu, B. ve Canoğlu, M. (2013). Algılanan Otel İmajı ve Hizmet Kalitesi ile Tekrar Satın Alma Niyeti Arasındaki İlişkiler . Anatolia: Turizm Araştırmaları Dergisi, 24 (1) , 96-108 https://dergipark.org.tr/en/pub/atad/issue/16805/174582
  • Çavuşgil, B. ve Erden Ayhün, S. (2021). Hizmet Kalitesi ve Müşteri Tatmininin Tekrar Satın Alma Niyetine Etkisi: Z Kuşağı Kahve Dükkânı Müşterileri Üzerine Bir Araştırma. Türk Turizm Araştırmaları Dergisi, 5(3), 2067–2085. https://doi.org/10.26677/TR1010.2021.835
  • Dash, G., Kiefer, K. and Paul, J. (2021). Marketing-to-Millennials: Marketing 4.0, customer satisfaction and purchase intention. Journal of Business Research, 122, 608-620.
  • Deming, W. E. (1986). Out of the crisis. Cambridge, MA: Center for Advanced Engineering Study, Massachusetts Institute of Technology.
  • Geissler, G. L. (2005). An Examination of the Golf Vacation Package-Purchase Decision: A Case Study in the US Gulf Coast Region. Journal of Hospitality and Leisure Marketing, 13(1), 65-82.
  • George, D. and Mallery, M. (2010). SPSS for Windows Step by Step: A Simple Guide and Reference, 17.0 update (10a ed.) Boston: Pearson
  • Güzel, Ö. (2013). Türkiye'de İç Turizm Pazarı Analizi ve Pazarı Canlandırmaya Yönelik Alternatif Turizm Olanakları. Mustafa Kemal Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 8(16), 127-144. https://dergipark.org.tr/tr/pub/mkusbed/issue/19554/208304
  • Huang, C. C., Yen, S. W., Liu, C. Y. and Huang, P. C. (2014). The Relationship Among Corporate Social Responsibility, Service Quality, Corporate Image and Purchase Intention. International Journal of Organizational Innovation, 6(3).
  • Ismail, I. J. (2022). I Trust Friends Before I Trust Companies: The Mediation of WOM and Brand Love on Psychological Contract Fulfilment and Repurchase Intention. Management Matters, (19)2, 167-186. https://doi.org/10.1108/MANM-02-2022-0033
  • İnan, H. , Zeren, D. ve Doğan, H. (2016). Hizmet Sektöründe Tekrar Satın Alma Niyeti Üzerine Bir Araştırma. Çukurova Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 20 (2) , 41-52. https://dergipark.org.tr/en/pub/cuiibfd/issue/34645/386788
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  • Karjaluoto, H., Munnukka, J. and Kiuru, K. (2016). Brand Love and Positive Word of Mouth: The Moderating Effects of Experience and Price. Journal of Product and Brand Management, 25(6), 527-537. https://doi.org/10.1108/JPBM-03-2015-0834
  • Khamwon, A. and Pathchayapanuchat, N. (2020). Service Quality, Customer Experience Quality, Brand Love, and Brand Advocacy: A Case of Counter Brand Cosmetic. International Journal of Business and Economy, 2(3), 26-33. https://myjms.mohe.gov.my/index.php/ijbec /article/view/10772
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THE ROLE OF BRAND LOVE IN THE EFFECT OF PERCEIVED SERVICE QUALITY ON REPURCHASE INTENTION IN DESTINATION MARKETING

Yıl 2024, Sayı: 42, 123 - 136, 09.02.2024

Şerife Salman İlknur Ayar

https://doi.org/10.18092/ulikidince.1345649

Öz

The main purpose of this study is to investigate the theoretical relationship between tourists' destination perceived service quality and repurchase intention and to empirically test the role of brand love in this relationship. The primary data of the study were obtained through a questionnaire survey. The research questionnaire was administered online to hotel customers who had previously stayed in hotels in the Mediterranean Region in Turkey. In the research questionnaire, the statements measuring service quality, brand love and repurchase intentions were adapted from previous validity and reliability studies. In the questionnaire, the participants were asked to answer the research questions about the hotel brand they were attached to with a feeling of love. As a result of the research, the theoretical model was supported. The relationship between service quality and repurchase intention and brand love is statistically significant. When brand love variable enters the model in the relationship between service quality and repurchase intention, its effect on repurchase intention decreases. This explains the partial mediating role of brand love in this relationship. These research findings contribute to the literature in the field of destination marketing, where brand love, which is an important marketing issue, has not yet been studied with these relationships.

Anahtar Kelimeler

Brand love, Repurchase Intention Service quality Service marketing

Kaynakça

  • Aaker, D. A. (1996). Measuring Brand Equity Across Products and Markets. California Management Review, 38(3), 102-120. http://dx.doi.org/10.2307/41165845
  • Ahuvia, A. C., Batra, R. and Bagozzi, R. P. (2014). Love, Desire and İdentity: A Conditional Integration Theory of the Love of Things. In Handbook of brand relationships (pp. 364-379). Routledge.
  • Albert, N., Merunka, D. and Valette-Florence, P. (2008). When Consumers Love Their Brands: Exploring the Concept and its Dimensions. Journal of Business research, 61(10), 1062-1075. https://doi.org/10.1016/j.jbusres.2007.09.014
  • Alsoud, M., Alfdool, S., Trawnih, A., Helalat, A. and Mahrakani, N. (2023). Social Media Marketing Activities and Tourists’ Purchase Intention. International Journal of Data and Network Science, 7(2), 677-686.
  • Aro, K., Suomi, K. and Saraniemi, S. (2018). Antecedents and Consequences of Destination Brand Love—A Case Study from Finnish Lapland. Tourism Management, 67, 71-81. https://doi.org/10.1016/j.tourman.2018.01.003
  • Aureliano-Silva, L., Spers, E. E., Lodhi, R. N. and Pattanayak, M. (2022). Who Loves to Forgive? The Mediator Mechanism of Service Recovery Between Brand Love, Brand Trust and Purchase Intention in the Context of Food-Delivery Apps. British Food Journal. (124)12, 4686-4700. https://doi.org/10.1108/BFJ-07-2021-0819
  • Bairrada, C. M., Coelho, F. and Coelho, A. (2018). Antecedents and Outcomes of Brand Love: Utilitarian and Symbolic Brand Qualities. European Journal of Marketing, 52(3/4), 656-682. https://doi.org/10.1108/EJM-02-2016-0081
  • Batra, R., Ahuvia, A. and Bagozzi, R. P. (2012). Brand Love. Journal of marketing, 76(2), 1-16. https://doi.org/10.1509/jm.09.0339
  • Boshoff, C. and Gray, B. (2004). The Relationships Between Service Quality, Customer Satisfaction and Buying İntentions in the Private Hospital Industry, S. Afr. J. Bus. Manage., 35,27-37 https://doi.org/10.4102/sajbm.v35i4.666
  • Carrillat, F. A., Jaramillo, F. and Mulki, J. P. (2009). Examining the Impact of Service Quality: A Meta-Analysis of Empirical Evidence. Journal of Marketing Theory and Practice, 17(2), 95–110. https://doi.org/10.2753/MTP1069-6679170201
  • Carroll, B. A. and Ahuvia, A. C. (2006). Some Antecedents and Outcomes of Brand Love. Marketing Letters,17(2), 79–89 http://dx.doi.org/10.1007/s11002-006-4219-2
  • Choudhury, K. (2013). Service Quality and Customers’ Purchase Intentions: An Empirical Study of the Indian Banking Sector. International Journal of Bank Marketing, 31(7), 529-543. https://doi.org/10.1108/IJBM-02-2013-0009
  • Cinnioğlu, H. And Gündoğdu, M. (2023). Yerli Turistlerin Algıladıkları Gastronomi İmajının, Turist Memnuniyeti ve Destinasyon Sadakatine Etkisi: Hatay Örneği, Turizm Akademik Dergisi, 10 (1), 35-52.
  • Cronin Jr, J. J., Brady, M. K. and Hult, G. T. M. (2000). Assessing the Effects of Quality, Value, and Customer Satisfaction on Consumer Behavioral Intentions in Service Environments. Journal of Retailing, 76(2), 193-218. https://doi.org/10.1016/S0022-4359(00)00028-2
  • Cronin, J. J. and Taylor, S. A. (1994). Servperf Versus Servqual: Reconciling Performance-Based and Perceptions-Minus-Expectations Measurement of Service Quality. Journal of Marketing, 58(1), 125–131. https://doi.org/10.1177/002224299405800110
  • Crosby, P.B. (1979) Quality Is Free: The Art of Making Quality Certain. McGraw-Hill, New York.
  • Çabuk, S., Nakıboğlu, B. ve Canoğlu, M. (2013). Algılanan Otel İmajı ve Hizmet Kalitesi ile Tekrar Satın Alma Niyeti Arasındaki İlişkiler . Anatolia: Turizm Araştırmaları Dergisi, 24 (1) , 96-108 https://dergipark.org.tr/en/pub/atad/issue/16805/174582
  • Çavuşgil, B. ve Erden Ayhün, S. (2021). Hizmet Kalitesi ve Müşteri Tatmininin Tekrar Satın Alma Niyetine Etkisi: Z Kuşağı Kahve Dükkânı Müşterileri Üzerine Bir Araştırma. Türk Turizm Araştırmaları Dergisi, 5(3), 2067–2085. https://doi.org/10.26677/TR1010.2021.835
  • Dash, G., Kiefer, K. and Paul, J. (2021). Marketing-to-Millennials: Marketing 4.0, customer satisfaction and purchase intention. Journal of Business Research, 122, 608-620.
  • Deming, W. E. (1986). Out of the crisis. Cambridge, MA: Center for Advanced Engineering Study, Massachusetts Institute of Technology.
  • Geissler, G. L. (2005). An Examination of the Golf Vacation Package-Purchase Decision: A Case Study in the US Gulf Coast Region. Journal of Hospitality and Leisure Marketing, 13(1), 65-82.
  • George, D. and Mallery, M. (2010). SPSS for Windows Step by Step: A Simple Guide and Reference, 17.0 update (10a ed.) Boston: Pearson
  • Güzel, Ö. (2013). Türkiye'de İç Turizm Pazarı Analizi ve Pazarı Canlandırmaya Yönelik Alternatif Turizm Olanakları. Mustafa Kemal Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 8(16), 127-144. https://dergipark.org.tr/tr/pub/mkusbed/issue/19554/208304
  • Huang, C. C., Yen, S. W., Liu, C. Y. and Huang, P. C. (2014). The Relationship Among Corporate Social Responsibility, Service Quality, Corporate Image and Purchase Intention. International Journal of Organizational Innovation, 6(3).
  • Ismail, I. J. (2022). I Trust Friends Before I Trust Companies: The Mediation of WOM and Brand Love on Psychological Contract Fulfilment and Repurchase Intention. Management Matters, (19)2, 167-186. https://doi.org/10.1108/MANM-02-2022-0033
  • İnan, H. , Zeren, D. ve Doğan, H. (2016). Hizmet Sektöründe Tekrar Satın Alma Niyeti Üzerine Bir Araştırma. Çukurova Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 20 (2) , 41-52. https://dergipark.org.tr/en/pub/cuiibfd/issue/34645/386788
  • Juran, J.M. and Gryna, F.M. (1988) Juran’s Quality Control Handbook. 4th Edition, McGraw-Hill, New York.
  • Karjaluoto, H., Munnukka, J. and Kiuru, K. (2016). Brand Love and Positive Word of Mouth: The Moderating Effects of Experience and Price. Journal of Product and Brand Management, 25(6), 527-537. https://doi.org/10.1108/JPBM-03-2015-0834
  • Khamwon, A. and Pathchayapanuchat, N. (2020). Service Quality, Customer Experience Quality, Brand Love, and Brand Advocacy: A Case of Counter Brand Cosmetic. International Journal of Business and Economy, 2(3), 26-33. https://myjms.mohe.gov.my/index.php/ijbec /article/view/10772
  • Kılıçlı, Y. (2023). The Investigation of the Relationship Between Service Quality and Customer Satisfaction in Accommodation Businesses with a Meta-Analytical Approach. Journal Of Gastronomy, Hospitality and Travel, 6(2). doi: 10.33083/joghat.2023.305
  • Kim, S. H., Holland, S. and Han, H. S. (2013). A Structural Model for Examining How Destination Image, Perceived Value, and Service Quality Affect Destination Loyalty: A Case Study of Orlando. International Journal of Tourism Research, 15(4), 313-328. http://dx.doi.org/10 .1002/jtr.1877
  • Korkmaz, H, Giritoğlu, İ. ve Avcıkurt, C, (2015), Havayolları İç Hatlarda Algılanan Hizmet Kalitesinin Müşteri Memnuniyeti ve Tekrar Satın Alma Davranışına Etkisi, Karabük Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 2015, 5 (2), 248-265 https://dergipark.org.tr/tr/download/ article-file/295667
  • Langner, T., Schmidt, J. and Fischer, A. (2015), Is It Really Love? A Comparative Investigation of the Emotional Nature of Brand and Interpersonal Love. Psychol. Mark., 32: 624-634. https://doi.org/10.1002/mar.20805
  • Laparojkit, S. and Suttipun, M. (2022). The Causal Factors Influencing Repurchase Intentions of Local Tourists in Thailand During COVID-19 Crisis. Journal of Tourism Futures, ahead-of-print, https://doi.org/10.1108/JTF-05-2021-0122
  • Lee, H., Lee, Y. and Yoo, D. (2000). The Determinants of Perceived Service Quality and its Relationship with Satisfaction. Journal of Services Marketing, 14(3), 217-231. https://doi.org/10.1108/08876040010327220
  • Liao, S.-H., Hu, D.-C. and Chou, H.-L. (2022). Consumer Perceived Service Quality and Purchase Intention: Two Moderated Mediation Models Investigation. SAGE Open, 12(4). https://doi.org/10.1177/21582440221139469
  • Long‐Tolbert, S. J. and Gammoh, B. S. (2012). In Good and Bad Times: The Interpersonal Nature Of Brand Love in Service Relationships. Journal of Services Marketing, 26(6), 391-402. https://doi.org/10.1108/08876041211257882
  • Morrison, D. G. (1979). Purchase Intentions and Purchase Behavior. Journal of Marketing, 43(2), 65-74. https://doi.org/10.1177/002224297904300207
  • Palazzo, M., Foroudi, P. and Ferri, M. A. (2021). Examining Antecedents and Consequences of Perceived Service Quality in the Hotel Industry: a Comparison Between London and New York. The TQM Journal, 33(7), 193-221. https://doi.org/10.1108/TQM-09-2020-0203
  • Palusuk, N., Koles, B. and Hasan, R. (2019). ‘All You Need is Brand Love’: A Critical Review and Comprehensive Conceptual Framework for Brand Love. Journal of Marketing Management, 35(1-2), 97-129. https://doi.org/10.1080/0267257X.2019.1572025
  • Parasuraman, A., Zeithaml, V. A. and Berry, L. L. (1988). SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality. Journal of Retailing, 64(1), 12–40.
  • Park, D. H., Lee, J. and Han, I. (2007). The Effect of On-Line Consumer Reviews on Consumer Purchasing Intention: The Moderating Role of Involvement. International Journal of Electronic Commerce, 11(4), 125-148.
  • Peña-García, N., Gil-Saura, I., Rodríguez-Orejuela, A. and Siqueira-Junior, J. R. (2020). Purchase Intention and Purchase Behavior Online: A Cross-Cultural Approach. Heliyon, 6(6). https://doi.org/10.1016/j.heliyon.2020.e04284
  • Polat, A.S. and Çetinsöz, B.C. (2021). The Mediating Role of Brand Love in the Relationship Between Consumer-Based Brand Equity and Brand Loyalty: a Research on Starbucks. Journal of Tourism and Services, 22(12), 150-167. doi:10.29036/jots.v12i22.252
  • Polat, M. (2022). Hizmet Kalitesinin Tekrar Ziyaret Niyetine Etkisi: Kahramanmaraş Yedikuyular Kayak Merkezinde Bir Araştırma. Uluslararası İşletme, Ekonomi ve Yönetim Perspektifleri Dergisi, (1), 161-174. https://doi.org/10.29228/ijbemp.50934
  • Prentice, C., Wang, X. and Loureiro, S. M. C. (2019). The Influence of Brand Experience and Service Quality on Customer Engagement. Journal of Retailing and Consumer Services, 50, 50-59. https://doi.org/10.1016/j.jretconser.2019.04.020
  • Quan, N., Chi, N. T. K. C., Nhung, D., Ngan, N. and Phong, L. (2020). The Influence of Website Brand Equity, E-Brand Experience on E-Loyalty: The Mediating Role of E-Satisfaction. Management Science Letters, 10(1), 63-76. doi: 10.5267/j.msl.2019.8.015
  • Radić, A., Björk, P. and Kauppinen-Räisänen, H. (2019). Cruise Holidays: How On-Board Service Quality Affects Passengers' Behavior. Tourism in Marine Environments, 14(1-2), 45-59. https://doi.org/10.3727/154427319X15471581334642
  • Rather, R. A. and Camilleri, M. A. (2019). The Effects of Service Quality and Consumer-Brand Value Congruity on Hospitality Brand Loyalty. Anatolia, 30(4), 547-559. https://doi.org/10.1080/ 13032917.2019.1650289
  • Sánchez Pérez, M., Carlos Gázquez Abad, J., María Marín Carrillo, G. and Sánchez Fernández, R. (2007). Effects of Service Quality Dimensions on Behavioural Purchase Intentions: A Study In Public‐Sector Transport. Managing Service Quality: An International Journal, 17(2), 134-151. https://doi.org/10.1108/09604520710735164
  • Serhan, M. and Serhan, C. (2019). The Impact of Food Service Attributes on Customer Satisfaction in a Rural University Campus Environment. International Journal of Food Science, 2019, 154548. https://doi.org/10.1155/2019/2154548
  • Srivastava, K. and Sharma, N. K. (2013). Service Quality, Corporate Brand Image, and Switching Behavior: The Mediating Role of Customer Satisfaction and Repurchase Intention. Services Marketing Quarterly, 34(4), 274-291. https://doi.org/10.1080/15332969.2013.827020
  • Su, L., Swanson, S. R. and Chen, X. (2016). The Effects of Perceived Service Quality on Repurchase Intentions and Subjective Well-Being of Chinese Tourists: The Mediating Role of Relationship Quality. Tourism Management, 52, 82-95. https://doi.org/10.1016/j.tourm an.2015.06.012
  • Türkiye İstatistik Kurumu (TÜİK). (2023). Erişim Adresi: https://data.tuik.gov.tr/Bulten/Index?p =Hanehalki-Yurt-Ici-Turizm-II.-Ceyrek:-Nisan---Haziran,-2023-49550
  • Uslu, A. and Huseynlı, B. (2018). Impact of Price Sensitivity on Repurchase Intention in terms of Personality Features. Uluslararası İktisadi ve İdari İncelemeler Dergisi, 17, 515-532. https://doi.org/10.18092/ulikidince.434866
  • Yalman, F. (2023). Termal Sağlık Turizminde Hizmet Kalitesi, Destinasyon İmajı, Yeniden Ziyaret Niyeti ve Destinasyona Güven Arasındaki Yapısal İlişkilerin Tespit Edilmesi. Uluslararası Yönetim Akademisi Dergisi, 6(3), 863-879. https://doi.org/10.33712/mana.1325948
  • Yang, D. (2010). The Effect of Perceived Quality and Value in Brand Love. 2010 International Conference on Management and Service Science. doi:10.1109/icmss.2010.5577615
  • Yazgan-Pektas, S. and Hassan, A. (2020). The Effect of Digital Content Marketing on Tourists’ Purchase Intention. Journal of Tourismology, 6(1), 79-98. https://doi.org/10.26650/jot.2 020.6.1.0011
  • Zhuang, W., Luo, X. and Riaz, M. U. (2021). On the Factors Influencing Green Purchase Intention: A Meta-Analysis Approach. Frontiers in Psychology, 12, 644020. https://doi.org/10.3389/f psyg.2021.644020
Toplam 59 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Konular Hizmet Pazarlaması, Tüketici Davranışı, Ürün ve Marka Yönetimi
Bölüm MAKALELER
Yazarlar

Şerife Salman 0000-0002-3979-1925

İlknur Ayar 0000-0002-6870-5571

Erken Görünüm Tarihi 5 Şubat 2024
Yayımlanma Tarihi 9 Şubat 2024
Yayımlandığı Sayı Yıl 2024 Sayı: 42

Kaynak Göster

APA Salman, Ş., & Ayar, İ. (2024). DESTİNASYON PAZARLAMASI KAPSAMINDA ALGILANAN HİZMET KALİTESİNİN TEKRAR SATIN ALMA NİYETİNE ETKİSİNDE MARKA AŞKININ ROLÜ. Uluslararası İktisadi Ve İdari İncelemeler Dergisi(42), 123-136. https://doi.org/10.18092/ulikidince.1345649


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