Algılanan Hizmet Kalitesinin Algılanan Değer ve Davranışsal Niyet Üzerine Etkisi
The Effect of Perceived Service Quality on Perceived Value and Behavioral Intention

Summary/Abstract: Today, enterprises try to come into prominence in the competition with the service quality they offer as well as their products. The quality of the service provided for hotel enterprises within the service sector has become even more significant. Hotel enterprises make great effort to increase the value perceived by their customers in their enterprises together with the service quality they provide. Hence, this situation is reflected in the customers’ behavioral intentions such as revisiting, recommending and expressing positive views. In this regard, the main purpose of this study was to reveal the effect of the perceived service quality on the perceived value and behavioral intention. In addition to this basic purpose, the effect of the perceived value on behavioral intention was also revealed. In the research, questionnaire was used as the data collection technique. For the research, the questionnaire was collected from 388 customers in total. As a result of the research, it was determined that all the dimensions of service quality had an effect on behavioral intention, whereas all the dimensions of perceived value other than low quality dimension had an effect on behavioral intention. As a result of the analyzes, it was determined that all the dimensions of service quality had an effect on quality-emotional dimension of perceived value, while the hotel ambiance dimension of the service quality had no effect on the financial-social-epistemic and reputation dimensions of the perceived value. Furthermore, the regression model established with the dimensions of service quality and the dimensions of perceived value other than low quality dimension was found significant.

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