Balıkesir Üniversitesi Sosyal Bilimler Enstitüsü Dergisi
Yazarlar: Teoman DUMAN
Konular:-
Anahtar Kelimeler:Cruise vacation,Customer satisfaction,Mediator,Structural equation modelling technique
Özet: The purpose of this research was to analyze the key factors that influence American cruise vacationers' behavioral intentions. Perceived hedonics, price and customer satisfaction were selected as the three main factors that lead to future behavioral intentions and the direct and indirect relationships between hedonics, price, customer satisfaction and behavioral intentions were analyzed with structural equation technique. Research results seggest that there is a direct and indirect through customer satisfaction relationship between hedonics and behavioral intentions. On the other hand, results reveal that price and behavioral intentions are only indirectly related through customer satisfaction. The article concludes with suggestions to cruise vacation marketers