A Study on Service Quality, Customer Satisfaction and Recommendation Intention at Ergan Mountain Ski Center

Authors : Necibe Şen, Muhammed Taş, Erkan Güneş

Pages : 81-96

View : 109 | Download : 132

Publication Date : 2024-06-04

Article Type : Research Paper

Abstract :The tourism sector has a service-oriented structure. The service quality of destinations and tourism enterprises affects the preferences of customers. Therefore, as an element of attractiveness, the quality of the service offered in winter tourism centers and the satisfaction of visitors who prefer these places are important. This research aims to determine the effect of the perception of service quality of winter tourism center visitors on customer satisfaction and the effect of customer satisfaction on the intention to recommend. For this purpose, Erzincan Ergan Mountain, one of the new winter tourism destinations, has been selected as a research area. The universe of the research is made up of those who visit Ergan Mountain. In the research, the easy sampling method was preferred and the data were collected by sending a face-to-face and online survey form to 387 visitors who visited Mount Ergan. As a result of the research, it was found that the participants\' perception of service quality had a positive effect on customer satisfaction and customer satisfaction also had a positive effect on the intention to recommend. This result shows that the perception of service quality positively affects customer satisfaction and the intention to recommend satisfaction. In this direction, it is recommended that destination and tourism business managers develop applications aimed at increasing service quality and customer satisfaction.
Keywords : Kış turizmi, hizmet kalitesi, müşteri memnuniyeti, tavsiye etme niyeti