ALGILANAN MÜŞTERİ DEĞERİNİN MÜŞTERİ TATMİNİ VE DAVRANIŞSAL NİYETLER ÜZERİNDEKİ ETKİSİ: BUTİK OTEL İŞLETMELERİNDE BİR ARAŞTIRMA

Abstract

The concept of perceived customer value refers to the alliance of values comprising goods and service of hotel businesses. Perceived customer value is the sum of the service and the perceptions and the mental analyses about the service. The main purpose of the research is to determine the effect of perceived value of tourists staying in boutique hotel businesses on customer satisfaction and behavioral intentions. Within this framework, data was gathered by means of a questionnaire from 401 tourists staying in boutique hotel businesses in Kastamonu. It was benefited from descriptive statistics and exploratory analysis, correlation analysis and regression analysis were conducted. According to the analysis results, it was ascertained that sentimental value, quality value, price value and social value creating perceived customer value had positive effects on behavioral intentions. In the meantime, it was determined that the dimensions of perceived customer value except price value also affected customer satisfaction positively.