Seyahat Acentalarında Müşterilerin Üretime Katılım Davranışının Algılanan Hizmet Çıktılarına Etkisi

Abstract

Öz Müşterilerle üretim, işletmelere yeni fikirlerle iş yapma olanağı sunarken, müşterilerin özel isteklerinin karşılanmasını sağlamaktadır. Bu durum, gerek işletmelerin sunduğu hizmet çıktılarına gerekse müşterilerin algıladığı çıktılara etki etmektedir. Bu noktadan hareketle hazırlanan araştırmanın temel amacı, seyahat acentalarında müşterilerin üretime katılım davranışının algılanan hizmet çıktılarına etkisinin belirlenmesidir. Araştırmanın verileri, seyahat acentalarından üretime katılım yoluyla kültür turu satın alan ve İstanbul'u ziyaret eden yerli turistlerden anket tekniğiyle toplanmıştır. Örneklemden toplanan 425 geçerli anket verisi üzerinden gerçekleştirilen açıklayıcı faktör analizi, doğrulayıcı faktör analizi ve yapısal eşitlik modellemesine ilişkin sonuçlar, müşterilerin üretime katılım davranışının algılanan hizmet çıktılarını doğrudan ve dolaylı olarak etkilediğini göstermektedir. Müşterilerin üretime katılım davranışının algılanan turistik hizmet kalitesi ve algılanan turistik değer üzerindeki doğrudan etkisi pozitif iken, müşteri tatmini üzerindeki doğrudan etkisinin negatif olduğu sonucuna ulaşılmıştır.

The Mediating Role of the Tourists’ Citizenship Behavior Between the Value Co-Creation and Satisfaction

“…This result is in line with the relevant literature (Flores & Vasquez-Parraga, 2015;Prebensen & Xie, 2017;Assiouras et al, 2019). However, some researchers found that the value co-creation with customers negatively affected the satisfaction (Parks et al, 1981;Etgar, 2008;Ford & Heaton, 2000;Arıca & Kozak, 2018). In this regard, this study differs from the literature.…”

“…Within this framework, the effect of the value co-creation with customers on the tourists' citizenship behavior and satisfaction was examined. When the relevant literature is examined, it is seen that the effect of the value co-creation with customers on the service outputs such as quality (Prebensen et al, 2013;Bell & Babyak, 2018), satisfaction (Groth, 2004;Flores & Vasquez-Parraga, 2015;Prebensen & Xie, 2017;Assiouras et al, 2019), and re-purchase (Fitzpatrick et al, 2013;Park & Ha, 2016;Arıca & Kozak, 2018) has been questioned. Going beyond this, in this study, a model was developed from a holistic point of view to evaluate the effect of the value co-creation with customers on the citizenship behavior and satisfaction of the tourists, which are important both during and after the experience.…”

“…In this regard, value is accepted as one of the main outputs of the co-creation with customers (Ranjan & Read, 2014;Flores & Vasquez-Parraga, 2015). Customers' participation in the production not only puts the responsibility of functioning as the value-creator on their shoulder, but also allows them to affect the service outputs delivered and perceived (Ford & Heaton, 2000;Arıca & Kozak, 2018;Phi & Dredge, 2019). The opportunities provided by the co-creation in terms of supply and demand cause these concepts to be evaluated within different frameworks in the literature on tourism.…”

Co-Production Behaviors of Travel Agencies Customers: A Research on Local Cultural Tourists Visiting Istanbul*

“…The function of co-production strategy in understanding the market in the tourism sector, determining the requests of the customers that are differentiating and getting more and more difficult to predict, personalizing the services within this framework, and increasing the competitive power of the businesses has attracted the attention of the researchers to this issue. Therefore, in the literature, the functions of the co-production in the travel agencies have been considered within different frameworks in terms of supply and demand (Wang and Fesenmaier, 2004;Prebensen and Foss, 2011;Salvado et al, 2011;Wang et al, 2011;Grissemann and Stokburger-Sauer, 2012;Bertella, 2014;Schmidt-Rauch and Schwabe, 2014;Prebensen et al, 2015;Smaliukiene et al, 2015;Tseng and Chiang, 2016;Arıca and Kozak, 2018). In the researches, the effect of the customer participation in production on the provided and perceived service outputs has been frequently examined (Wang and Fesenmaier 2004;Prebensen and Foss, 2011;Salvado et al, 2011;Wanget al.2011;Grissemann and Stokburger-Sauer, 2012;Prebensen and Dahl, 2013;Tseng and Chiang 2016).…”

“…In the researches, the effect of the customer participation in production on the provided and perceived service outputs has been frequently examined (Wang and Fesenmaier 2004;Prebensen and Foss, 2011;Salvado et al, 2011;Wanget al.2011;Grissemann and Stokburger-Sauer, 2012;Prebensen and Dahl, 2013;Tseng and Chiang 2016). In the significant part of the researches, it was found that the co-production affected the service outputs in different aspects (Wang and Fesenmaier 2004;Salvado et al, 2011;Grissemann and Stokburger-Sauer, 2012;Prebensen and Dahl, 2013;Tseng and Chiang 2016;Arıca and Kozak, 2018). However, it was determined in the literature that it was not a common practice for the travel agency customers to participate in the business processes all the way through, from the production to the consumption of the product (Grissemann and Stokburger-Sauer, 2012;Tseng and Chiang, 2016).…”