Sağlıklı yaşam (SPA & Wellness) merkezlerinde hizmet kalitesinin davranışsal niyete etkisi
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Dosyalar
Tarih
2024
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
Alanya Alaaddin Keykubat Üniversitesi, Lisansüstü Eğitim Enstitüsü
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
Araştırmanın amacı, Alanya’da 5 yıldızlı otellerdeki SPA & Wellness
merkezlerinden hizmet alan bireylerin algıladıkları hizmet kalitesi düzeyleri ile hizmeti
tekrardan satın alma niyeti arasındaki ilişkinin belirlenmesi ve bazı demografik
değişkenlere göre karşılaştırmaktır.
İlişkisel tarama modeli ile desenlenen araştırmanın evrenini 2023 yaz döneminde
Antalya ili Alanya ilçesindeki sağlıklı yaşam merkezlerine gelen bireyler
oluşturmaktadır. Örneklemi ise kolayda örnekleme yöntemiyle seçilen 246’sı kadın,
139’u erkek toplam 385 birey oluşturmuştur. Araştırmada “Kişisel Bilgi Formu”, “SPA
& Wellness Hizmet Kalitesi Ölçeği” ve “Davranışsal Niyet Ölçeği” kullanılmıştır.
Veriler, bağımsız gruplar t-testi, tek yönlü varyans (ANOVA), Pearson korelasyon ve
çoklu doğrusal Regresyon analizi ile çözümlenmiştir.
Araştırma bulguları incelendiğinde hizmet kalitesinde cinsiyete ve refah
durumuna göre anlamlı farklılıklar elde edilirken; buna karşın medeni durum, tatil şekli
ve tatil sıklığına göre anlamlı farklılıklar elde edilmemiştir. Davranışsal niyet açısından
sonuçlara bakıldığında refah durumuna göre anlamlı farklılıklar elde edilirken; buna
karşın cinsiyet, medeni durum, tatil şekli ve tatil sıklığına göre anlamlı farklılıklar elde
edilmemiştir. Değişkenler arasındaki ilişkiye bakıldığında hizmet kalitesi ile davranışsal
niyet arasında pozitif yönde anlamlı ilişkiler tespit edilmiştir. Dahası hizmet kalitesi
davranışsal niyeti anlamlı şekilde yordamaktadır.
Sonuç olarak; elde edilen bulgular neticesinde hizmet kalitesinin pozitif yönde
artmasının davranışsal niyeti olumlu arttıracağını işaret etmiştir.
This study aims to determine the relationship between the service quality levels perceived by individuals who receive services from SPA & Wellness Centers in 5-star hotels in Alanya and their intention to repurchase the service and to compare them according to some demographic variables. The population of the research, which was designed with the relational survey model, consists of individuals who came to the wellness centers in Alanya district of Antalya province in the summer period of 2023. The sample consisted of 385 individuals, 246 women and 139 men, selected by convenience sampling method. “Personal Information Form”, “SPA & Wellness Service Quality Scale” and “Behavioral Intention Scale” were used in the study. The data were analyzed using independent samples t-test, one-way variance (ANOVA), Pearson correlation and multiple linear regression analysis. When the research findings were examined, significant differences were obtained in service quality according to gender and wealth status; however, no significant differences were obtained according to marital status, vacation type and vacation frequency. In terms of behavioral intention, significant differences were obtained according to wealth status; however, no significant differences were obtained according to gender, marital status, vacation type and vacation frequency. Regarding the relationship between the variables, significant positive relationships were found between service quality and behavioral intention. Moreover, service quality significantly predicts behavioral intention. As a result, the findings indicate that a positive increase in service quality will positively increase behavioral intention.
This study aims to determine the relationship between the service quality levels perceived by individuals who receive services from SPA & Wellness Centers in 5-star hotels in Alanya and their intention to repurchase the service and to compare them according to some demographic variables. The population of the research, which was designed with the relational survey model, consists of individuals who came to the wellness centers in Alanya district of Antalya province in the summer period of 2023. The sample consisted of 385 individuals, 246 women and 139 men, selected by convenience sampling method. “Personal Information Form”, “SPA & Wellness Service Quality Scale” and “Behavioral Intention Scale” were used in the study. The data were analyzed using independent samples t-test, one-way variance (ANOVA), Pearson correlation and multiple linear regression analysis. When the research findings were examined, significant differences were obtained in service quality according to gender and wealth status; however, no significant differences were obtained according to marital status, vacation type and vacation frequency. In terms of behavioral intention, significant differences were obtained according to wealth status; however, no significant differences were obtained according to gender, marital status, vacation type and vacation frequency. Regarding the relationship between the variables, significant positive relationships were found between service quality and behavioral intention. Moreover, service quality significantly predicts behavioral intention. As a result, the findings indicate that a positive increase in service quality will positively increase behavioral intention.
Açıklama
Anahtar Kelimeler
Hizmet kalitesi, Davranışsal niyet, SPA, Wellness., Service quality, Behavioral intention
