關係品質前置變數與影響結果之研究：以土耳其國際旅館經營為例

全文

(1)國立臺灣師範大學管理學院管理研究所碩士論文 Graduate Institute of Management College of Management National Taiwan Normal University Master’s Thesis. 關係品質前置變數與影響結果之研究：以土耳其國際旅館經營為例 A STUDY ON ANTECEDENTS AND CONSEQUENCE OF RELATIONSHIP QUALITY: IN THE CONTEXT OF INTERNATIONAL TURKISH HOTELS OPERATION. 杜永忻 Mehmet Said Dokumaci. 指導教授：周世玉博士 Advisor: Shih-Yu Chou, Ph.D.. 中華民國 109 年 7 月 July, 2020. 1.

(2) Abstract This study researched the antecedents (communication, service quality, and consumer perceived value); and trust, relationship commitment as mediators; and consequences (customer loyalty) of relationship quality in a hotel service business context. This study will help hotel managers to develop and implement effective relationship marketing strategies. Effective usage of relationship marketing strategies will be able to improve hotel customer loyalty such as repurchase intention and word of mouth. To analyze data collected from Taiwanese and non-Taiwanese international hotels of Turkey. The study recruited 272 respondents to test the proposed model. A partial-least-square-based structural equation modeling was adopted to evaluate the measurement of research constructs and test the research hypotheses that underpinned a proposed conceptual model. These two mediators play fully mediating roles between communication and customer loyalty and between service quality and customer loyalty. Findings show that trust and relationship commitment play partially mediating roles between customer perceived value and customer loyalty. Keywords: Relationship Quality, Communication, Service Quality, Consumer Perceived Value, Customer Loyalty. i.

(3) Table of Contents Abstract…………………………………………………………………………..........i Table of Contents…………………………………………………………………….ii List of Tables………………………………………………………………………...iii List of Figures…………………………………………………………...…………...iv Chapter 1. Introduction…………………………………………………...…............1 1.1. Research Background and Motivation…………………………………...…..1. 1.2. Research Purposes……………………………………………………………2. 1.3. Research Outline……………………………………………………………..2. Chapter 2. Literature Review and Hypothesis Development………………..….…4 2.1. Relationship Quality: Trust and Commitment……………………………….4. 2.2. Communication ……………………………………………....…………..….5. 2.3. Service Quality …………………………………………..…………….....….6. 2.4. Consumer Perceived Value ………………………...………………………..8. 2.5. Customer Loyalty……………….....................................................................9. Chapter 3. Methodology and Research Framework…………..…...…….....…….11 3.1. Questionnaire Design………………….…………….…………….…….…11. 3.2. Collection of Data…………………………………………………...…..…11. 3.3. Research Framework………………….………………….……………..…12. Chapter 4. Data Analysis and Results………………………….……………...…..14 4.1. Sample Profile Analysis.…………………………………………………...14. 4.2. Measurement of Reliability and Validity…………………….….…………14. 4.3. Structural Model Estimation and Hypothesis Testing……..………..……...15. Chapter 5. Conclusion…………............………….………...…………….…..……22 5.1. Discussion………………………………………..………………….……..22. 5.2. Contributions…………………………………………………………..…...24. 5.3. Limitations and Future Research…………………………....……….……..25. References…………………………………………………………………………...26 Appendix ....................................................................................................................30. ii.

(4) List of Tables Table 1 Summary of Research Variables and Their Measurement Items …….…….13 Table 2 Sample Profile Analysis……………………………………………...….….16 Table 3 Summary Measures of the PLS Analysis…………………………………...17 Table 4 Correlations Between Constructs and Square Roots of AVEs……………...18 Table 5 Summary of Estimated Path Coefficient…………...……………………….19 Table 6 Summary of Research Hypothesis Testing………………………………….19 Table 7 Summary of Effect Analysis………………………………………………..21. iii.

(5) List of Figures Figure 1 Research Framework……………………………….……………………...12 Figure 2 Estimates of the PLS-SEM Model ……………………………………...…18. iv.

(6) Chapter 1 Introduction. 1.1 Research Background and Motivation Turkey is one of the preferred important centers for tourism. Because Turkey’s location is like a bridge between Asia and Europe. One of the essential sources of income the Turkish economy is tourism. According to World Tourism Organization in 2017, 32.4 million foreign tourists and 2018 to 39.5 million visitors had visited Turkey. Most tourist arrivals in Turkey respectively are from Russia, Germany, Bulgaria, United Kingdom, Georgia, Ukraine, Iran, Netherlands, and Azerbaijan. There are thousands of hotels in Turkey, for vacationers and visiting professionals. There is great competition among international Turkish hotels to attract foreign customers. Turkish hotels need to discover various innovations. Many hotels know the cost of earning customer, they don’t care about the cost of customer losses. The method to succeed in today's commercial life is possible through long-term relationships with loyal customers. Therefore, they apply various strategies to ensure that customers would purchase again. The fact that having loyal customers in today's business life is more important than searching for new customers. The cost of acquiring a new customer is more than the cost of doing business with an existing or old customer. Instead of selling your product to different customers, it's easier and more profitable to sell them to the same customers over and over again. Topics such as service quality, relationship quality, customer loyalty have been covered mostly in previous studies. However, these studies have very few applications on the Turkish hotel context. The subject that motivates me in this research is my study can add value to literature and can help to academicians and practitioners. I searched my research on this way in Turkey Hotels in Turkey because it has an important place in tourism in the world. Since I did the research in Taiwan, most of my questions were answered by Taiwanese citizens, which allowed me to discover important differences between the Far East Asian culture and my own country culture.. 1.

(7) 1.2 Research Purposes In the hospitality environment, service providers should understand the needs of their customers. In particularly the service context, customers want a customization of services, communication, and price structure. Developing an individual relationship with customers offers service providers loyal customers and opportunities to reach a high level of profitability. Researchers have not widely explored either the service quality and consumer perceived value to achieve customer loyalty. We use the hotel industry in Turkey to test our hypotheses and choose international hotel customers to survey and measure their loyalty, through communication, service quality, and perceived value, trust and commitment. The purpose of this study is threefold. First, how relationship quality can influence customer loyalty in a hotel context. Second, how antecedent can influence relationship quality. Third, how antecedents can influence customer loyalty in hotel context. Previous studies show that building customer relationships to result in customer loyalty, positive word of mouth and repurchase intention. Crosby, Evans, and Cowles (1990) examined the consequences and antecedents of relationship quality as perceived by the customer. Their study defines that sales opportunities mostly depend on the quality of the relationship, and the ability to turn these opportunities into sales depends more on the traditional resource characteristics of similarity and expertise. Purpose of this study explore three relationship antecedents (communication, service quality and consumer perceived value) and two mediating variables the path to hotel customer loyalty. We will focus on ways to obtain customer loyalty by using these structures. Since these structures are provided by hotels, it is not sufficient to measure customer loyalty. Therefore, mediation effects with dependent variables were used to indicate the effect of the human factor. These mediation effects are trust and commitment. 1.3 Research Outline In Chapter 2, communication, service capability, and consumer-perceived value; mediation effects trust, commitment; and as a result, the statements of customer loyalty in the literature and the hypotheses we have created are included. Chapter 3 includes the methodology of the research, the research framework, and the questionnaires. International Turkish hotels and international customers were selected. 2.

(8) as the research sample. Since the survey was conducted in Taiwan, most of the survey questions were answered by Taiwanese customers on the internet. Chapter 4 provides the reliability and validity analyses regarding the measurement scale, and tests of research hypotheses. Chapter 5 concludes the research findings and identifies future research directions.. 3.

(9) Chapter 2 Literature Review and Hypothesis Development. Our study developed and test a model that aimed to identify the antecedents and consequences of relationship quality. Three relationship management (antecedents) affecting. customer. loyalty. (consequences). through. relationship. quality:. communication, service quality, and consumer perceived value. 2.1 Relationship Quality: Trust and Commitment The purpose of the relationship quality is to strengthen the existing relationships and turn those that do not exist customers into loyal customers (Berry and Parasuraman, 1991). In the literature, some authors have found that the relationship quality empirically includes trust and commitment. (e.g., Morgan and Hunt, 1994; Dwyer, Schurr, and Oh 1987; Anderson and Narus, 1990; Moorman, Zaltman, and Deshpande, 1992; Crosby, Evans, and Cowles, 1990). Morgan and Hunt (1994) developed a relationship marketing model that conceptualized trust and relationship loyalty as the main variable mediating the development of long-term relationships. Their empirical findings have suggested that trust and commitment are the most important pioneers for customer loyalty, therefore trust and commitment as relationship quality were studied in this study. Moorman, Deshpande, Zaltman (1993) and Morgan, Hunt (1994) offered that trust is a vital factor in the quality of the relationship. The main factors of gaining customer trust are; eliminate anxieties and find answers to questions. Ball and Machas (2004) argued that lack of trust prevents customer loyalty. The customer wishes an honest, close, warm, and trusting relationship with service providers. The basic expectations of the customers from the hotel business is a clean and safe room, an environment that will make you feel at home and the promises are kept by the hotel. Apart from these simple methods, finding innovations that will make the customer feel special will provide the customer's trust and loyalty to the hotel. The degree to which customers are emotionally attached to an organization, brand or product continues with the desire to maintain membership (Moorman et al, 1992). Commitment reduces the tendency to leave (Morgan and Hunt, 1994). Commitment as a psychological condition in which wanted to continue the client's relationship with the service provider (Dwyer, Schurr, Oh 1987; Moorman et al., 1992; Morgan and 4.

(10) Hunt, 1994). Once customers' trust and commitment to the hotels are gained, the customer can tolerate some of their unfulfilled expectations. The commitment is to connect the brand to the customer so that it can take back and recommend it to others. Parasuraman (1991) defined that “Relations are built on mutual commitment”. If customers feel special, this will increase their commitment to the hotel and lead to customer loyalty. Commitment positively affects loyalty's different dimensions such as repurchase intentions and willingness to pay more. Commitment is a leading factor for various behaviors such as repurchase intent. This research looks at relationship quality in the hotel service context. Hoteliers should find ways to become loyal customers in a long-term relationship by gaining the trust and commitment of existing customers. Loyal customers show stronger repurchase intentions and broadcast word of mouth referrals.. 2.2 Communication Relationship quality defines that individual service employees should have communication and behavior, kindness, warmth, empathy and helpfulness (Kim and Cha, 2002). Communication is of great importance for hotel businesses that are among the service sectors. Hoteliers need to focus on customer communication and interaction with him/her (Asikhia, 2010). The front office is the center of communication between customers and the hotel business. Jayachandran, Sharma, Kaufman and Raman, (2005) argued that if customers can easily communicate with the service providers, the quality of the relationship will increase. The front office is very important as it is the first time direct contact with customers occurs. Staff in the hotel industry need to be careful choice of words in their dialogue with the customer. They should use solutionoriented words instead of negative answers. Besides, it will not be enough to evaluate the communication by voice. The findings of the communication experts emphasize that body language is very important in communication. Smile, eye contact, hand and body movements, good dressing are some of the body languages. Turkish hospitality and warmth is a concept known to foreign tourists. This behavior is naturally seen in the employees of Turkish hotels. A customer who receives good hospitality from the hotel staff will feel at home as soon as they enter the hotel.. 5.

(11) The business needs to gain the trust of the customer. Ndubisi and Chan (2005), argued that communication requires reliable information and fulfills promises. Customer relationships require openness, helping customers, and empathy. The customer wants to find the answers to all the questions in his mind about the hotel. These questions can be about price, security, service quality, cleanliness, social facilities, location of the hotel, the ability of the staff.. Clearly understanding. everything by the customer leads to trust. Gaining the trust of the customer is a timeconsuming process. Therefore all the necessary information about the hotel should be provided by staff in the hotel. Anderson and Narus (1990), described communication as an interactive dialogue at every stage of sales, before, during, and after. Communication should continue before the customer arrives at the hotel, during the stay and after leaving the hotel. For example, information about the hotel can be given by mail, SMS or website before the customer arrives at the hotel. When the customer arrives the hotel staff should show the room and hotel to the customer. After the customers leave the hotel, a questionnaire should be given to find out the complaints and satisfaction, customers should be celebrated by the hotel management by phone, e-mail or letter on special days and birthdays, and should give information about personalized promotions. Hoteliers need to find different ways of communicating with customers and gain customers' trust, only in this way, they can achieve customer loyalty. Communication is a key factor affecting trust, especially in maintaining long-term customer loyalty. Based on the various arguments in the literature, we can say that customer trust and loyalty are achieved through effective communication of service providers. Therefore, the following hypotheses were developed: H1: Communication positively influences trust. H8: Communication positively influences customer loyalty.. 2.3 Service Quality Service quality as ensuring compliance with customer requirements in service delivery. (Chakrabarty, Whitten, and Green, 2008). Parasuraman et al., (1991), argued that the quality of service is related to the customer's recommending the company. It has also been reported that there is a positive relationship between service quality and a willingness to pay higher prices and customer loyalty (Baker and Crompton, 2000).. 6.

(12) Service quality has significant value for hotels to obtain a competitive advantage. Two important elements of service capabilities are customizing services and producing high-quality services. For competitive advantages, hotels should find customer demands for new and unique services (Rayna and Striukova 2009). New services can create new market opportunities, attract new customers, increase customer loyalty, and increase sales performance and profitability. (Huang 2014; Nicolau and Santa-María 2013). There is not enough research on literature about service quality as relationship antecedent. Therefore, in this study, we investigate the effect of service quality, one of the relationship antecedent, on customer loyalty in the hotel sector. Service quality is very important for an international hotel to acquire customer trust and commitment. The hotel's modern and artistic architecture, the rooms are spacious and clean, the hotel's staff's good looking, etc. the customer's biggest expectation about the hotel's service quality. Service quality enables the customer to provide information about a service provider, either by mouth or through advertising. However, it is also often based on service-related experiences (Liljander and Strandvik, 1994). It is possible to see the structure of Ottoman architecture, such as mosques, schools, palaces, bridges, baths, bazaar, mansion, caravanserai in Turkey. The use of Ottoman architecture in hotels' baths, rooms or various places attracts foreign tourists. Also, Turkey has so many natural beauty places such as Cappadocia and Pamukkale. The fact that some hotels in Cappadocia have cave rooms of the hotel inspired by the natural beauty of the region gain the appreciation of foreign tourists. Each region of Turkey for travel is preferred by different nationalities. For this reason, it is necessary for hotel staff can speak at least two foreign languages. One of them may be English, the other one can be selected according to most tourist arrivals from countries. For example, Russian tourists generally prefer seaside places such as Antalya, Mugla, and far east Asian tourists prefer places such as Cappadocia Pamukkale. Therefore, Russian, German, Chinese, Japanese, etc. languages should be spoken by the hotel staff. Similarly, the hotel's multi-language support of technological devices will be appreciated by customers. Turkish cuisine has rich content. Kebab, Turkish doner, baklava ice creams are the most well-known. In addition to the taste of the food, the presentation style is also very important. For example, the reason why Turkish ice cream became famous in the world is not the taste but the game during the presentation. Therefore, hotels should try to find 7.

(13) innovations that customers make them feel special. Things that make the customer feel at home, make him trust the hotel. If customers feel special, this will increase their commitment to the hotel and lead to customer loyalty. In this study shows that service quality on customer loyalty through trust and commitment in the hotel industry. We can state that the successful implementation of service quality can help hotels obtain customer loyalty. Therefore, the following hypotheses were developed: H2: Service quality positively influence trust H3: Service quality positively influence commitment H9: Service quality positively influence customer loyalty. 2.4 Consumer Perceived Value Perceived value is the main result of marketing activities and is an important element in relationship marketing (Cronin et al., 1997; Zeithaml, 1988). Perceived value is related with price, time, effort, risk, and convenience (Zeithaml, 1988). Zeithaml (1988), also defined that the perceived value is low price, customer demand, the quality received for the value paid price, and the final dimension is related to customers getting the reference and how much they pay. Zeithaml (1988), also expressed that perceived value is an overall assessment of the benefit of a product, by perceiving what was taken and what was given. Previous studies on the service industry have focused more on service quality (Baker and Crompton, 2000), but recent studies have shown that perceived value is more effective in recognizing customer behavior (Gallarza and Saura, 2006). Perceived value is key to gain competitive advantage (Woodruff, 1997). Oh, (2000), define that perceived value may have an impact on purchasing decisions and loyalty based on price performance changes. Previous studies show us the importance of perceived value on purchasing intention, repurchase and customer loyalty. (Dodds and Monroe, (1985); Nilson, (1992); Parasuraman and Grewal, (2000)). Previous studies have suggested that perceived value is a better antecedent on repurchase intention than trust and commitment. The money that customers spend at the hotel should be worth the service they perceive. The customer expects the goods and services offered to him to be affordable and of good quality. An important factor that cannot meet the demands of the customers in the hotels is that the hotel industry. 8.

(14) is seasonal. Therefore, hotels should make different plans for each season. Turkey has four seasons and each season a country visited by foreign tourists. For example, Bursa Uludag, Kayseri Erciyes ski centers for winter tourism, beaches in cities such as Antalya, Mugla for summer tourism, places like Istanbul, Cappadocia and Pamukkale are preferred by foreign tourists in all seasons. Turkish hotels are subject to seasonal changes in their services and pricing. The country's cultural and climatic conditions should be taken into consideration when making price and performance value. This study believes that the positive perceived service value of a customer can be a commitment to establish a long-term relationship with a hotel and be a loyal customer. There are many studies in the literature supporting our belief. Customers feel the commitment to the hotel when their expectations are met and they perceive customized services. Cronin, Brady, and Hult (2000), describes that the perceived value of the study is the most important factor for the intention to repurchase. Even if the hotel price is expensive, if the quality of service received is good, the visitor is likely to be a loyal customer. This study wants to contribute to the literature with a model that the perceived value in the hospitality industry can be an antecedent of the relationship quality. We believe that the perceived value by the support previous studies is effective on word of mouth and repurchase intention. Therefore, the following hypotheses were developed: H4: Consumer Perceived Value positively influence commitment H10: Consumer Perceived Value positively influence customer loyalty. 2.5 Customer Loyalty Oliver (1999), described loyalty as "commitment to re-purchasing or maintaining a product/service in the future". In our study, we focused on two important factors of customer loyalty. These are word-of-mouth and repurchase intention. Reinartz and Kumar (2002), defines loyal customers are the most profitable customers because they have lower costs and often create new jobs with word of mouth recommendations. Beatty, Mayer, Coleman, Reynolds, and Lee, (1996) stated that customers leads to mouth-to-mouth advertising. It is a known phenomenon that mouth-to-mouth communication is the strongest form of communication today.. 9.

(15) Knutson (1988) has shown that satisfied consumers spread advertising from mouth to mouth at no cost. Like all businesses, the main purpose of hotel businesses is to obtain loyal customers. Loyal customers are less likely to change, and they shop more than non-loyal customers. Because loyal customers purchase the products and services of the enterprise over and over again, recommending these products and services to others, thus increasing the profitability and performance of the enterprise, providing the company with a significant competitive advantage. Therefore, the following hypotheses were developed: H5: Trust positively influence commitment H6: Trust positively influence customer loyalty H7: Commitment positively influence customer loyalty. 10.

(16) Chapter 3 Methodology and Research Framework. In this chapter, the content of the questionnaire used in the research, collecting method, and use strategies, and the research framework is mentioned.. 3.1 Questionnaire Design In accordance with the methodology used in the research, the questionnaire method was used to reach the data. The questionnaire consists of two main sections, six titles that define the first section and in the second part, questions related to demographics and accommodation are given. Second part questions taken from (Emir, 2007)’s doctorate thesis. Negative judgments were not included in the questionnaire form. Five items from communication (Ming and Chen, 2002) and (Keeney, 1999), four items from service quality (Emir, 2007), three items from consumer perceived value (Ismail, Abdullah, and Francis, 2009), five items from the trust and five items from commitment (Chakrabarty, Whitten and Green, 2007; Ndubisi, 2006; SanchezGarcia et al., 2007) and five items from customer loyalty (McDonald, 1996; Kim and Cha, 2002) were used for this study. Our structures were measured on a 5-point Likert-type scale (1 = strongly disagree and 5 = strongly agree). Table 1 shows the list of items for each research construct.. 3.2 Collection of Data In this research, data were collected from foreign customers who had stayed international hotels in Turkey at least once for a night or more. We made the survey online using Google form. We shared the survey link on various travel pages on Facebook. I also shared the survey with various travel agencies and told them to share their own customers. English and Chinese surveys were prepared. The survey was conducted between February 15 and March 15, 2020. Data obtained have been analyzed through SPPS and R Package statistic programs. Reliability and validity analysis applied to test the internal consistency, statistical analysis for profile analysis, PLS analysis for hypothesis testing of each of items. The study was conducted in Turkish hotels. The responders of the survey were international guests who stayed in the Turkish hotel. Hotel guests who have stayed. 11.

(17) one or more nights in any Turkish hotel were chosen. A total of 282 questionnaires were obtained. 10 of the surveys were not analyzed due to deficiency.. 3.3 Research Framework The research framework that we developed as a result of our hypotheses is shown in Figure 1.. Figure 1: A research framework of the influences of relationship antecedents on customer loyalty.. 12.

(18) Table 1. Summary of research variables and their measurement items Research variable. Measurement item 1) The hotel provides detailed guides about hotel.. 2) The hotel provides a convenient front office service. Communication 3) The hotel replies to customer opinions and questions. 4) The hotel has convenient interactive communication channel. 5) The hotel staff use solution oriented sentences. 6) The staffs are friendly, warm, clean and neat looking.. Service Quality. 1) The hotel has provided customized service. 2) The hotel has a modern architecture. 3) The hotel staff speaks at least one foreign language. 4) The hotel has a nice presentation of dishes. 5) The hotel dishes are suitable for different country citizens' tastes.. Consumer Perceived Value. 1) The hotel met my expectations. 2) Hotel services are reasonably priced. 3) The hotel services were worth the money I spent.. Trust. 1) The service provided by the hotel is trustworthy. 2) The information provided by the hotel is accurate. 3) The hotel pays much attention to customer benefit. 4) The hotel deals with customers honestly. 5) The hotel is dependable.. Commitment. 1) The hotel meets its commitments to customers. 2) The hotel gained my trust and made me commit to it. 3) I would like to support the development of the hotel. 4) I would like to provide suggestions to the hotel for its services. 5) The effective service quality of the hotel staff makes me feel commit to the hotel.. Loyalty. 1) I would stay at this hotel again. 2) I will recommend the hotel to others. 3) I will prefer this hotel even if I see better facilities in another hotel. 4) I will prefer this hotel even if the hotel's prices increase. 5) I would say I am a loyal customer.. 13.

(19) Chapter 4 Data Analysis and Results. In this chapter, the sample profile analysis of the research, reliability and validity of measures, and finally structural model estimation and hypothesis testing will be mentioned. PLS and correlation analysis, reliability test, estimated path coefficient and effect analysis were used in this study. Partial-least-square based structural equation modeling (SEM) was used to test the specified models and hypotheses. There are two reasons for using PLS-SEM. The first reason is a small sample. The second reason is our sample is not a normal distribution. PLS-SEM help to fix it. Because we only collect 272 samples. PLS-SEM is suitable as small data points are tested in the study. 4.1 Sample Profile Analysis We can see the demographic profile in Table 2. The study conducted in order to determine the opinions of Taiwanese and non-Taiwanese international tourists on Turkish Hotels involves 163 Taiwanese and 109 other foreigners, on total 272 volunteers. The demographic results of the respondents were as follows. Male was 24.6% (67), female 75% (204). 58.1% were between the ages of 21 and 40. Most of the responders are single 63.2% (172), office workers 38.6% (105), 93.4% of the participants were highly educated people. Results obtained have been analyzed through SPSS statistics program.. 4.2 Measurement of Reliability and Validity Table 3 shows that most of the standard factor loads have exceeded the limit value (0.7). First items of communication (0.670), and third items of service quality (0.600) have an acceptable value. The second item of service quality and the fourth item of commitment are deleted due to inconsistency with other indicators of the same variable to be measured. This result indicates the consistency between the items of each structure in the research model (Hair, Ringle, and Sarstedt, 2011). Cronbach’s alpha is most often used to test reliability. The results are higher than 0.7 indicates reliability. Internal consistency assessment was done with composite reliability (CR).. 14.

(20) The fact that all CR structures are above 0.6 indicates that there is internal consistency and that AVE values greater than 0.5 indicate high reliability. Table 4 represents the means that all constructs in the model were suitable. To assess discriminant validity, AVE values must be higher than the items in the rows and columns. Except for the slight difference in the commitment and trust, this is acceptable (.867 < .909). 4.3 Structural model estimation and hypothesis testing The research model was tested using the bootstrapping technique. The estimation of the parameters was based on 5000 bootstrapping samples. Figure 2 shows the path coefficient estimates. Most of the path coefficient estimates in Figure 2 were sixth of all are significant at α = 0.05. Table 5 shows that the 95 percent confidence of the path coefficients.. 15.

(21) Table 2. Sample Profile Analysis Attribute. Frequency (%). Nationality Taiwanese Non-Taiwanese. 163 (59.9) 109 (40.1). Gender Male Female Other. 67 (24.6) 204 (75.0) 1 (0.4). Age 20 or under 21 – 30 31 – 40 41 – 50 51 – 60 61 or above Education Level Primary School or under High School University Master/Doctorate. 11 (4.0) 83 (30.5) 75 (27.6) 62 (22.8) 25 (9.2) 16 (5.9) 1 (0.4) 17 (6.3) 177 (65.1) 77 (28.3). Occupation Employer Self Employed / Freelance Office Worker Student Housewife Retired Other. 35 (12.9) 38 (14.0) 105 (38.6) 36 (13.2) 13 (4.8) 16 (5.9) 29 (10.7). Marital Status Single Married Monthly Income 25,000 NT or under 25,001 – 35,000 35,001 – 45,000 45,001 – 60,000 60,000 NT or above. 172 (63.2) 100 (36.8) 57 (21.0) 41 (15.1) 63 (23.2) 43 (15.8) 68 (25.0). Notes: Sample size:272; NT$, new Taiwan dollars; US$ = 30.196 in 2020 on average. 16.

(22) Table 3. Summary measures of the PLS analysis Construct. CCRa. AVEb. 0.895. 0.920. 0.659. 0.674. 0.804. 0.506. 0.872. 0.921. 0.796. 0.931. 0.948. 0.783. 0.889. 0.923. 0.751. 0.899. 0. 926 0.712. Standardized Cronbach’s Factor loadings α. Communication (COM) COM1 COM2 COM3 COM4 COM5 COM6 Service Quality (SER) SER1 SER2b SER3 SER4 SER5 Consumer perceived value (VAL) VAL1 VAL2 VAL3 Trust (TRU) TRU1 TRU2 TRU3 TRU4 TRU5 Commitment (COMM) COMM1 COMM2 COMM3 COMM4b COMM5 Loyalty (LOY) LOY1 LOY2 LOY3 LOY4 LOY5. 0.670 0.828 0.861 0.840 0.866 0.789 0.723 n.a. 0.600 0.788 0.721 0.891 0.881 0.905 0.855 0.863 0.901 0.899 0.906 0.884 0.896 0.823 n.a. 0.861 0.888 0.885 0.861 0.830 0.749. a: Composite Construct Reliability; b: Average Variance Extracted. n.a.: Deleted item due to its inconsistency with other indicators of the same variable to be measured. 17.

(23) Table 4. Correlations between constructs and square roots of AVEs COM SER VAL TRU COMM COM SER VAL. .812. .700 .711. LOY. .742 .693. .796 .702. .777 .674. .686 .616. .892. .824. .798. .746. .885. .909. .762. .867. .806. TRU COMM. .843. LOY Note: Diagonal elements are squared AVE values.. Figure 2 Estimates of the PLS–SEM model. Notes:**p-value < 0.05; dashed-line: non-significant path. 18.

(24) Table 5. Summary of estimated path coefficients Path Original Mean Boot COM à TRU(H1) 0.598 0.596 COMàLOY(H8). 0.062. 0.065. SER àTRU(H2). 0.284. 0.287. SERàCOMM(H3). 0.039. 0.041. SER à LOY(H9). 0.047. 0.051. VALàCOMM(H4). 0.135. 0.134. VAL àLOY(H10). 0.254. 0.253. TRUàCOMM(H5). 0.772. 0.772. -0.023. -0.021. 0.544. 0.538. TRU à LOY(H6) COMMàLOY(H7). Std. 95% Error C.I. 0.056 (0.483, 0.697)** 0.064 (-0.055, 0.194) 0.053 (0.184, 0.393)** 0.041 (-0.040, 0.121) 0.061 (-0.070, 0.171) 0.056 (0.022, 0.242)** 0.075 (0.102, 0.395) ** 0.050 (0.675, 0.865) ** 0.096 (-0.211, 0.173) 0.092 (0.357, 0.713)**. Note: 1. ** p-value < 0.05; 95% C.I. for path parameters are obtained from running 5000 bootstrapping resamples in PLS. Table 6. Summary of research hypothesis testing Hypothesis H1: Communication positively influences consumer trust H2: Hotel service quality positively influences consumer trust H3: Hotel service quality positively influences consumer commitment H4: Consumer perceived value positively influences consumer commitment H5: Consumer trust positively influences consumer commitment H6: Consumer trust positively influences consumer loyalty H7: Consumer commitment positively influences consumer loyalty H8: Communication positively influences consumer loyalty H9: Hotel service quality positively influences consumer loyalty H10: Consumer perceived value positively influences consumer loyalty. 19. Testing result Supported Supported Not supported Supported Supported Not supported Supported Not supported Not supported Supported.

(25) Support of H1 suggests that communication is positively associated with trust (γ = 0.596, p < 0.05). Furthermore, the significant results of H2 indicate the positive influences of service quality on trust (γ = 0.287, p < 0.05) However, H3 on commitment is not supported (γ = 0.041, p < 0.05). The significant results of H4 and H10 indicate the consumer perceived value are positively associated with commitment (γ= 0.134, p < 0.05) and customer loyalty (γ = 0.253, p < 0.05).H5 is supported (β = 0.772, p < 0.05), demonstrating that positive trust may positively influence commitment. The significant results of H7 suggest the positive influences of commitment (β = 0.538, p < 0.05) on customer loyalty. However, H6 on customer loyalty is not supported (β = -0.021, p < 0.05).H8 to H10 deal with the direct effects of communication, service quality and consumer perceived value on customer loyalty, respectively. Support of H10 confirm that consumer perceived value (γ = 0.253, p <0.05) have direct and positive effects on customer loyalty. However, the direct effect of communication (γ = 0.065, p <0.05) (i.e. H8) and service quality (γ = 0.051, p < 0.05) (i.e. H9) on customer loyalty are not supported. Table 6 defines the summary of research hypothesis testing. The result shows that some of the hypotheses are not supported due to several factors. The main reason may be that most of the participants are Taiwanese (163). H5 shows that the increase in trust increases commitment. Thanks to H7, we see that it increases commitment to increased customer loyalty. In this way, we can say that the increase in service quality increases commitment thanks to mediator variables (trust and commitment). As can be seen from the data results, commitment has a very important place in our framework. Table 7 evaluates the effects of relationship antecedents on customer loyalty, with the direct, indirect, and total effects of all relationship paths for the research model. Entire relationship paths had significant total effects, for the path of customer loyalty.. 20.

(26) Table 7. Summary of effects analysis Effects Relationship COM à TRU COMà COMM COM à LOY SER à TRU SER à COMM SER à LOY VAL à COMM VAL à LOY TRU à COMM TRU à LOY COMM à LOY. Direct 0.596 n.a. 0.065 0.287 0.041 0.051 0.134 0.253 0.771 -0.021 0.538. Indirect n.a. 0.460 0.234 n.a. 0.221 0.134 n.a. 0.072 n.a. 0.414 n.a.. Total & 95% C.I. 0.596 (0.483, 0.697) ** 0.460 (0.357, 0.567)** 0.299 (0.167, 0.432) ** 0.287 (0.184, 0.393) ** 0.262 (0.158, 0.367) ** 0.185 (0.041, 0.331) ** 0.134 (0.022, 0.242) ** 0.325 (0.143, 0.491) ** 0.771 (0.675, 0.865) ** 0.393 (0.212, 0.575) ** 0.538 (0.357, 0.713) **. Note: 1. P-value < 0.05; n.a.: not available 2. 95% C.I. for total effects are obtained from running 5000 bootstrapping resamples in PLS. 21.

(27) Chapter 5 Conclusion. This chapter includes discussion, contribution and limitation and future studies. This study developed a model to understand how relationships antecedents the influence of customer loyalty. The relationship antecedent has three structures. These are communication, service quality, and consumer perceived value. Trust and commitment, to the model as a mediating factor between relationship antecedents and relationship consequence. Customer loyalty was measured as relationship consequences. Customer loyalty is addressed in two ways. These are word of mouth and repurchase intention. International Turkish hotels were chosen for the implementation. The research hypotheses with a sample size of 272. The majority of respondents were Taiwanese citizens, with 163 people.. 5.1 Discussion These the three types of the relational antecedent, that communication increase trust significantly (γ= 0.596); service quality has the most influence on the trust (γ= 0.287), and consumer perceived value significantly enhance feelings of commitment (γ= 0.134). As to the influences of these mediating factors on customer loyalty, relationship commitment direct effects (β = 0.538), while trust only has an indirect effect (β = -0.021). The result shows that some of the hypotheses are not supported due to several factors. The main reason may be that most of the participants are Taiwanese (163). Most tourist arrivals in Turkey respectively are from Russia, Germany, and the United Kingdom. We think that these results may be due to cultural differences between countries. Language and distance can be other factors. We can understand why some of our hypotheses are not supported by comparing the attitudes of the citizens of the two countries. For comparison, we can examine Russian and Taiwanese citizens. The first reason is the purpose of the visit and the time spent in the hotel. Russian people come to Turkey for the sea, beaches, and the sun. They mostly prefer allinclusive hotels. They spend most of the time in the hotel and don’t want to visit outside places. Therefore, they benefit more from hotel services. They stay in the same hotel during their one to two-week visit and want to use all their facilities. They. 22.

(28) have enough time and experience to evaluate the hotel. Taiwanese people come to Turkey for cultural tourism. Taiwanese people spend most of their time outside of the hotel. They mostly come to Turkey with tour companies. Tour companies arrange everything for them. Firms choose hotels, restaurants, visiting places and shopping places, etc. They mostly prefer centrally located hotels, which can easily transport to visiting places. They visit historic places, museums, and natural places. They don't spend a lot of time at the hotel and usually use the hotel just to sleep. And since they have little days and there are so visiting places, they can stay at different hotels on different days. Therefore, they use hotel services less. So, they do not have enough experience with the hotel to evaluate the increase in hotel service quality. Even though the increase in service quality may cause an increase in their trust, due to their short stay in the hotel, it may not cause a direct commitment and loyalty to the hotel. Therefore, our hypotheses H3, H6 and H9 may not be supported by responders. However, even if it is short-term, the quality of service that can meet the expectations may increase the trust of the customers. One of our hypotheses is H2, which supported this. The second reason is language skills. Russian spend most of their time in the hotel and they use the hotel facilities more and they communicate more time with the hotel’s staff. Russians generally prefer seaside hotels. The staff of these hotels generally can speak Russian. Since they speak the same language, there is not much communication problem. Russian customers can be as close as friends with hotel staff, as they spend time in the hotel for a long time. They can easily communicate when they have a need or want information. Communication for Taiwanese tourists is the hotel staff's ability to communicate properly, adequate explanations, listen to them, and keep them informed. Also more and more Taiwanese are learning English. It is important for the Turkish Hoteliers should learn Chinese for Taiwanese tourists. The low rate of Taiwanese customers' knowledge of English may also have caused the Chinese shortage of Turkish hotel staff to communicate. No matter how high the communication skills of the hotel staff. If customer English is not sufficient, they are not able to evaluate the communication skills of the hotel's employees. Therefore, our hypothesis H8 is communication positively influences customer loyalty may not be supported by responders. However, even if it is short-term, communication can increase the trust of the customers. Therefore, our hypotheses H8 may not be supported by responders. One of our hypotheses is H1, which supported this. 23.

(29) The third reason is distance factor. Russia and other European countries to Turkey is very close. Due to the distance, flight ticket prices are suitable. These countries' citizens can visit Turkey for more than one time. Therefore, they can stay in the same hotel for their next visit. Distance from Turkey to Taiwan is 8.022 km. The direct flight takes approximately 12 hours between the two countries. Chance to visit Turkey because of the distance is not too much for Taiwanese. If Taiwanese go to Turkey, they mostly prefer tour firms for their trip. Because their aim is to make cultural tourism and see more places. Even if they are going to themselves, they mostly go for business purposes because Turkey and Taiwan very far from each other, customers may want to stay at a different hotel each time. This result shows that communication and service quality influence customer loyalty through trust and commitment. Consumer perceived value influence customer loyalty can directly. These two mediators play fully mediating roles for communication and service quality on customer loyalty. Findings show that trust and relationship commitment play partially mediating roles between customer perceived value and customer loyalty. Consumer perceived value has a direct effect on commitment and customer loyalty. This result showed that for two reasons. First, affordable prices compared to other countries of Turkey hotel and worth the money spent by customers to be high given service. Commitment has an important impact on the research model.. 5.2 Contributions This study has some contributions. First, although previous studies have shown the importance of communication as a relationship antecedent, little research has examined how service quality and consumer perceived value as a relationship antecedent effect customer loyalty through the mediating effects of trust and loyalty. Therefore, this study demonstrates the impacts of relational antecedents (i.e. communication, service quality, and consumer perceived value) on customer loyalty as a relational consequence through trust and commitment. Second, as a practice, foreign customers of Turkish hotels were chosen. Most of the responses came from Taiwan, as our research was done in Taiwan, while previous studies often select European as the customers. The results showed that Asian customer culture has a significant effect on the relationship consequence. This study. 24.

(30) shows the impacts of cultural differentiation on how to effect relationship consequence. The results show that trust and commitment are important for customer loyalty. Chosen antecedents are important for hoteliers to develop their business. They should think on relationship antecedents that can increase customer loyalty. Direct consumer perceived value on customer loyalty was significant, implying that hoteliers may expect an immediate effect of perceived value on repurchase intention. The result show that communication and service quality influence customer loyalty via trust and relationship commitment. The result implies that trust may not direct effect, trust can only influence customer loyalty through relationship commitment. Results show that the relationship commitment generated could be more important. Our research showed that communication skills are not enough alone and it has a significant effect on culture and language factors. Therefore, managers when choosing employees should pay attention to who is familiar with different country cultures and the language of that country. Communication and service quality has indirect effect on customer loyalty. Therefore mediators are fully effecting them. However, consumer perceived value has direct affecting customer loyalty. Therefore, mediators are partial affecting perceived value.. 5.3 Limitations and future research This research has been subject to various limitations.. First, communication,. service quality, and customer perceived value were measured as an antecedent. Further studies may use different antecedents to measure customer loyalty. Secondly, since the survey was conducted in Taiwan, most of the respondents consisted of Taiwanese customers. The survey results show the impact of cross-country cultural differences on customer loyalty. One of the major differences is language. Future studies can ask a question to the customer that their English skill level. Since the research compares Taiwan customers and citizens of other countries, future research can research western cultures' customer’s attitudes comparing with eastern cultures' customer’s attitudes.. 25.

(31) References Anderson, J. C., & Narus, J. A. (1990). A model of distributor firm and manufacturer firm working partnerships. Journal of marketing, 54(1), 42-58. Asikhia, O. (2010). Customer orientation and firm performance among Nigerian small and medium scale businesses. International Journal of Marketing Studies, 2(1), 197. Baker, D. A., & Crompton, J. L. (2000). Quality, satisfaction and behavioral intentions. Annals of tourism research, 27(3), 785-804. Ball, D. C. PS & Machas, A., 2004,‘The role of communication and trust in explaining customer loyalty’. European Journal of Marketing, 38(9/10), 1275-1293. Beatty, S. E., Mayer, M., Coleman, J. E., Reynolds, K. E., & Lee, J. (1996). Customer-sales associate retail relationships. Journal of retailing, 72(3), 223-247. Boulding, W., Kalra, A., Staelin, R., & Zeithaml, V. A. (1993). A dynamic process model of service quality: from expectations to behavioral intentions. Journal of marketing research, 30(1), 7-27. Chakrabarty, S., Whitten, D., & Green, K. (2008). Understanding service quality and relationship quality in IS outsourcing: Client orientation & promotion, project management effectiveness, and the task-technology-structure fit. Journal of Computer information systems, 48(2), 1-15. Chen, I. J., & Popovich, K. (2003). Understanding customer relationship management (CRM). Business process management journal. Chiou, J. S. (2004). The antecedents of consumers’ loyalty toward Internet service providers. Information & Management, 41(6), 685-695. Chou, S., & Chen, C. W. (2018). The influences of relational benefits on repurchase intention in service contexts: the roles of gratitude, trust and commitment. Journal of Business & Industrial Marketing. Christy, R., Oliver, G., & Penn, J. (1996). Relationship marketing in consumer markets. Journal of marketing management, 12(1-3), 175-187. Cronin Jr, J. J., Brady, M. K., & Hult, G. T. M. (2000). Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments. Journal of retailing, 76(2), 193-218. Crosby, L. A., Evans, K. R., & Cowles, D. (1990). Relationship quality in services selling: an interpersonal influence perspective. Journal of marketing, 54(3), 68-81. Dodds, W. B., & Monroe, K. B. (1985). The effect of brand and price information on subjective product evaluations. Advances in consumer research, 12(1).. 26.

(32) Dwyer, F. R., Schurr, P. H., & Oh, S. (1987). Developing buyer-seller relationships. Journal of marketing, 51(2), 11-27. Emir, O. (2013). A multi-national satisfaction analysis: An application on tourists in Antalya. Turizam: međunarodni znanstveno-stručni časopis, 61(4), 347-359. Hair, J. F., Ringle, C. M., & Sarstedt, M. (2011). PLS-SEM: Indeed a silver bullet. Journal of Marketing theory and Practice, 19(2), 139-152. Huang, H. L. (2014). Performance effects of aligning service innovation and the strategic use of information technology. Service Business, 8(2), 171-195. Ismail, A., Abdullah, M. M. B., & Francis, S. K. (2009). Exploring the relationships among service quality features, perceived value and customer satisfaction. Journal of Industrial Engineering and Management (JIEM), 2(1), 230-250. Gallarza, M. G., & Saura, I. G. (2006). Value dimensions, perceived value, satisfaction and loyalty: an investigation of university students’ travel behaviour. Tourism management, 27(3), 437-452. Green, K. W., Chakrabarty, S., & Whitten, D. (2007). Organisational culture of customer care: market orientation and service quality. International Journal of Services and Standards, 3(2), 137-153. Gummesson, E. (2008). Quality, service-dominant logic and many-to-many marketing. TQM Journal, 20(2), 143. Kim, W. G., & Cha, Y. (2002). Antecedents and consequences of relationship quality in hotel industry. International Journal of Hospitality Management, 21(4), 321-338. Knutson, B. J. (1988). Frequent travelers: Making them happy and bringing them back. Cornell Hotel and Restaurant Administration Quarterly, 29(1), 82-87. Jayachandran, S., Sharma, S., Kaufman, P., & Raman, P. (2005). The role of relational information processes and technology use in customer relationship management. Journal of marketing, 69(4), 177-192. McDonald, M. A. (1996). Service quality and customer lifetime value in professional sport franchises. Ming, V., & Chen, J. M. (2002). Building a value measurement model for CRM system–an empirical study based on quality function development. Soochow Journal of Economics and Business, 39(December), 1-36. Moliner, M. A., Sánchez, J., Rodríguez, R. M., & Callarisa, L. (2007). Perceived relationship quality and post-purchase perceived value. European Journal of Marketing. Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of marketing, 58(3), 20-38.. 27.

(33) Moorman, C., Deshpande, R., & Zaltman, G. (1993). Factors affecting trust in market research relationships. Journal of marketing, 57(1), 81-101. Moorman, C., Zaltman, G., & Deshpande, R. (1992). Relationships between providers and users of market research: The dynamics of trust within and between organizations. Journal of marketing research, 29(3), 314-328. Ndubisi, N. O., & Wah, C. K. (2005). Factorial and discriminant analyses of the underpinnings of relationship marketing and customer satisfaction. International journal of bank marketing. Neal, W. D. (1999). Satisfaction is nice, but value drives loyalty. Marketing research, 11(1), 20. Nicolau, J. L., & Santa-María, M. J. (2013). The effect of innovation on hotel market value. International Journal of Hospitality Management, 32, 71-79. Nilson, T. H. (1992). Value-added marketing: marketing management for superior results. McGraw-Hill Book Company. Oliver, R. L. (1993). Cognitive, affective, and attribute bases of the satisfaction response. Journal of consumer research, 20(3), 418-430. Parasuraman, A., Berry, L. L., & Zeithaml, V. A. (1991). Refinement and reassessment of the SERVQUAL scale. Journal of retailing, 67(4), 420. Parasuraman, A., & Grewal, D. (2000). The impact of technology on the qualityvalue-loyalty chain: a research agenda. Journal of the academy of marketing science, 28(1), 168-174. Rayna, T., & Striukova, L. (2009). Luxury without guilt: service innovation in the allinclusive hotel industry. Service Business, 3(4), 359-372. Reinartz, W., & Kumar, V. I. S. W. A. N. A. T. H. A. N. (2002). The mismanagement of customer loyalty. Harvard business review, 80(7), 86-94. Rigby, D. K., Reichheld, F. F., & Schefter, P. (2002). Avoid the four perils of CRM. Harvard business review, 80(2), 101-109. Sánchez-Garcia, J., Moliner-Tena, M. A., Callarisa-Fiol, L., & Rodríguez-Artola, R. M. (2007). Relationship quality of an establishment and perceived value of a purchase. The Service Industries Journal, 27(2), 151-174. Sarmaniotis, C., Assimakopoulos, C., & Papaioannou, E. (2013). Successful implementation of CRM in luxury hotels: determinants and measurements. EuroMed Journal of Business.. 28.

(34) Strandvik, T., & Liljander, V. (1994). Relationship strength in bank services. In Proceedings from the 1994 Research Conference on Relationship Marketing: Theory, Methods and Applications, June (pp. 11-13). Oh, H. (2000). The effect of brand class, brand awareness, and price on customer value and behavioral intentions. Journal of Hospitality & Tourism Research, 24(2), 136-162. Oh, H. (2003). Price fairness and its asymmetric effects on overall price, quality, and value judgments: the case of an upscale hotel. Tourism management, 24(4), 387-399. Oliver, R. L. (1999). Whence consumer loyalty?. Journal of marketing, 63(4_suppl1), 33-44. Wu, S. I., & Lu, C. L. (2012). The relationship between CRM, RM, and business performance: A study of the hotel industry in Taiwan. International Journal of Hospitality Management, 31(1), 276-285. Woodruff, R. B. (1997). Customer value: the next source for competitive advantage. Journal of the academy of marketing science, 25(2), 139. Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: a meansend model and synthesis of evidence. Journal of marketing, 52(3), 2-22.. 29.

(35) Appendix English Version Questionnaire Part 1. Communication 1) The hotel provides detailed guides about hotel 2) The hotel provides a convenient front office service. 3) The hotel replies to customer opinions and questions 4) The hotel has convenient interactive communication channel. 5) The hotel staff use solution oriented sentences. 6) The staff are friendly, warm, clean and neat looking Service Capability 1) The hotel has provided customized service. 2) The hotel has a modern architecture. 3) The hotel staff speaks at least one foreign language. 4) The hotel has a nice presentation of dishes. 5) The hotel dishes are suitable for different country citizens' tastes. Consumer Perceived Value 1) The hotel met my expectations. 2) Hotel service are reasonably priced 3) The hotel services were worth the money I spent. Trust 1) The service provided by the hotel is trustworthy. 2) The information provided by the hotel is accurate. 3) The hotel pays much attention to customer benefit. 4) The hotel deals with customers honestly. 5) The hotel is dependable. Commitment 1) The hotel meets its commitments to customers. 2) The hotel gained my trust and made me commit to it. 3) I would like to support the development of the hotel. 4) I would like to provide suggestions to the hotel for its services. 5) The effective service quality of the hotel staff makes me feel commit to the hotel. Loyalty 1) I would stay at this hotel again. 2) I will recommend the hotel to others. 3) I will prefer this hotel even if I see better facilities in another hotel. 4) I will prefer this hotel even if the hotel's prices increase. 5) I would say I am a loyal customer. 30. 1 1 1 1 1 1. 2 2 2 2 2 2. 1 1 1 1 1. 2 2 2 2 2. 1 1 1. 2 2 2. 1 1 1 1 1. 2 2 2 2 2. 1 1 1. 2 2 2. 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3. 1. Agree Strongly Agree. Undecided. Disagree. I would kindly ask you to answer the following questions, as they will be of great help to me in my master thesis research. Please answer questions if you had stayed at least once for a night or more in international hotels in Turkey. If you had stayed more than one hotel, you can choose the best one. Thank you for your patience.. Strongly Disagree. International Hotel Experience Questionnaire in Turkey. 4 4 4 4 4 4. 5 5 5 5 5 5. 4 4 4 4 4. 5 5 5 5 5. 4 4 4. 5 5 5. 4 4 4 4 4. 5 5 5 5 5. 4 4 4. 5 5 5. 2. 3 4. 5. 1. 2. 4. 5. 1 1 1 1 1. 2 2 2 2 2. 3 3 3 3 3 3. 4 4 4 4 4. 5 5 5 5 5.

(36) English Version Questionnaire Part 2 Demographic questions 1) Nationality: German 2) Gender: 3) Age:. Taiwanese. Japan. Female. 4) Education Level: 5)Occupation:. USA. Russian. British. Male 21 – 30. Student. 7) Monthly Income:. 31 – 40. Primary School. Employer. 6) Marital Status:. 41 – 50. High School. Self-employed - Freelance. 51 – 60 University. 61 or above Master/PhD. Office worker. Housewife. Other ………. Single. Married. 25000 NT$ or under. 35001 NT$ – 45000 NT$. 25001 NT$ – 35000 NT$. 45001 NT$ – 60000 NT$. 8) Did you stay in hotel/hotels in Turkey before? Yes. Korean. Other……………. 20 or under. Retired. Chinese. No (If Yes please write hotel’s name ….). 9) Is this your first visit to this hotel?. Yes. No. 31. 60001 NT$ or above.

(37) Chinese Version Questionnaire Part 1:. 32. 1 1 1 1 1 1. 2 2 2 2 2 2. 1 1 1 1 1. 2 2 2 2 2. 1 1 1. 2 2 2. 1 1 1 1 1. 2 2 2 2 2. 1 1 1 1 1. 2 2 2 2 2. 1 1. 2 2. 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3. 1 1 1. 2 2 2. 3 3 3. 同意非常同意. 普通. 不同意 . 懇請您回答以下問題，因為它們將對我的碩士論文研究大有幫助。如果您在土耳其的國際旅館中至少住了一晚或以上，請回答問題。如果您住的旅館不止一家，那麼請您選擇最好的一家來作答。感謝您的耐心答覆。 Communication 1) 該旅館提供關於旅館本身詳細的指南。 2) 該旅館提供便利的櫃檯服務。 3) 旅館會回覆客戶的意見和問題。 4) 該旅館擁有便利的溝通管道。 5) 該旅館員工能夠有效解決問題。 6) 工作人員很友好，熱情，乾淨，整潔 Service Capability 1) 該旅館提供客製化服務。 2) 旅館擁有現代建築風格。 3) 旅館工作人員至少會說一種外語。 4) 該旅館的食物很美味。 5) 旅館的菜餚適合不同國家公民的口味。 Consumer Perceived Value 1) 該旅館有滿足我預先的期望。 2) 該旅館收費價格合理。 3) 該旅館的服務值得我花費的錢。 Trust 1) 旅館提供的服務值得信賴。 2) 該旅館提供的資訊準確無誤。 3) 該旅館非常重視客戶權益。 4) 旅館誠實地與顧客打交道。 5) 該旅館是可靠的。 Commitment 1) 旅館履行對客戶的承諾。 2) 該旅館贏得我的信任，讓我覺得值得花錢。 3) 我願意支持旅館持續發展。 4) 我想為旅館提供服務方面的建議。 5) 旅館員工的服務讓我感到員工對工作的忠誠。 Loyalty 1) 我會再次造訪這家旅館。 2) 我會向其他人推薦這家酒店。 3) 即使我認為另一家酒店的設施更好，我也會喜歡這家酒店。 4) 即使旅館價格上漲，我還是會選擇這家旅館。 5) 我會說我是一個忠實的客戶。. 非常不同意 . 土耳其的國際飯店體驗問卷:. 4 4 4 4 4 4. 5 5 5 5 5 5. 4 4 4 4 4. 5 5 5 5 5. 4 4 4. 5 5 5. 4 4 4 4 4. 5 5 5 5 5. 4 4 4 4 4. 5 5 5 5 5. 4 4. 5 5. 4 4 4. 5 5 5.

(38) Chinese Version Questionnaire Part 2 人口統計學問題. 1) 國籍:. 台灣人. 德國人. 女. 3) 年齡:. 20 以下. 4) 教育程度:. 韓國人. 美國人. 俄羅斯人. 英國人. 男. 小學. 21 – 30. 中學. 31 – 40. 大學. 自行開業自由業. 退休的. 6) 婚姻狀況:. 7) 月收入:. 日本人. 其他……………. 2) 性別:. 5) 職業:. 中國人. 41 – 50. 51 – 60. 61 以上. 碩士/博士. 上班族. 家庭主婦. 學生其他………. 單身已婚. 25000 NT$ 或以下. 35001 NT$ – 45000 NT$. 25001 NT$ – 35000 NT$. 45001 NT$ – 60000 NT$. 8) 您以前在土耳其的旅館住宿過嗎? 是否(如果否,則無須回答問題). 9) 這是您第一次入住這家旅館嗎？是否. 33. 60001 NT$ 或以上.

(39)