THE EFFECTS OF YACHTER’S PERCEIVED SERVICE QUALITY ON MARINA LOYALTY IN MARINA SELECTION
Journal Title: Denizcilik Fakültesi Dergisi - Year 2016, Vol 8, Issue 0
Abstract
With the increase in the number and berthing capacities of marinas, which are classified as marine tourism facilities within the service industry; their ability to gain competitive advantage has become more dependent on the quality of service they provide. These circumstances require marina operators to assess how factors of service quality–one of the constituents of the art of retaining customers, as well as obtaining new ones–are perceived by their customers. The purpose of this study is to investigate yachtsmen’s (i.e. yacht owners or captains; also the core of marina operators’ targeted customers) perceived service quality, which is one of the main drivers for preferring a particular marina, and its effects on marina loyalty. To do this, a questionnaire has been conducted through yatchmen. To this end, marina managers were consulted about the articulateness as well as the order of the questions in the questionnaire, and the allotted answering time for them, before they were finalized. The statistical population of this research consists of yachtsmen who berth their yachts in marinas in the Aegean Region. A total of 183 yachtsmen took part in the survey. Exploratory Factor Analysis and Confirmatory Factor Analysis were utilized in order to determine the factors to be included in the scales used in the questionnaire, and to determine the scale validity, respectively. To test the research hypothesis, Structural Equation Modeling and correlation analysis were employed. The factors of perceived service quality in marinas were established on the results of the analyses. In conclusion, the hypothesis that there exists a relationship between perceived service quality in marinas and loyalty to marinas was supported. Based on the findings, certain proposals were developed on which service quality elements should be taken into account by marina operators in order to create loyal customers
Authors and Affiliations
Can Karaosmanoglu
Keywords
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- EP ID EP300211
- DOI 10.18613/deudfd.23396
- Views 107
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