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    The Effect of City Brand Personality and City Image on Perceived Service Quality: A Museum Example
    (Alanya Alaaddin Keykubat University, 2023) İçil, Halime Büşra; Celep, Emel
    The fact that marketing activities are not only limited to the level of goods and services produced and offered by businesses in recent years, but also more comprehensively from a different and broad perspective such as cities or countries paves the way for the adaptation of many concepts under the umbrella of marketing to these and similar areas. One of these concepts is the issue of brand management, which is a very effective force in marketing communication activities related to the elements listed. Promotion of a city, its image, hosting economic and cultural activities can also be used to make the city stand out with its different features and values, and accordingly, to have returns that will provide added value for the development of cities. At this point, the city brand personality and city image allow the settlers to develop a certain perception of the city, but these perceptions can be positive, negative or neutral. In this research, which was conducted to measure the perceptions of the residents of the city in which the study was carried out, the effect of city brand personality and city image on the perceived service quality was measured in the context of museum service quality. A survey application was used as a data collection tool in order to measure the effect of city brand personality and city image on perceived service quality. The data collection tool prepared within the scope of the study was applied to 388 people residing in the province of Konya between June and July 2021, using the convenience sampling method online. As a result of the research, it has been concluded that the city brand personality and city image have a positive and significant effect on the perceived service quality.