Konaklama İşletmelerinde Algılanan Atmosferin Müşteri Tatminine Etkisi: Kuşadası Örneği

Abstract

The aim of this study is to investigate the effects of the atmosphere elements in the accommodation establishments on the satisfaction levels of the customers who are purchased services from these establishments. In the study, a quantitative research approach was adopted and the data which were aquired from accommodation establishments with questionnaire forms face to face were analyzed by correlation, regression and nonparametric statistical tests. As a result of the analyzes, 34.4% positive correlation was found between perceived atmosphere and customer satisfaction. It’s been found that each of the perceived atmosphere dimensions affects at least three of the customer satisfaction dimensions. It has been observed that the internal variables dimension of perceived atmosphere has the highest effect on the tangibles dimension of customer satisfaction with 40.9%. The lowest impact (12.8%) is between the employee and hygiene variables dimension of the perceived atmosphere and the assurance dimension of customer satisfaction. In atmosphere perceptions, it has been concluded that the average of the rows of regular customers is higher than the new customers. On the other hand, it was found that customer satisfaction was not affected by demographic variables.