Relationship Between Service Quality, Customer Satisfaction and Intention to Recommend: A Study for Ski Centers

Abstract

The purpose of this research is to investigate the visitors’ perceptions of service quality who comes to the ski centers and to examine the impact of ski centers service quality on customer satisfaction and intention to recommend. Additionally, customer satisfaction’s the role of mediation the relationship between service quality of ski centers and intention to recommend are examined. A self administered questionnaire was used as a data collection instrument. Ski centers visitors (Palandöken, Uludağ, Kartalkaya, Ilgaz, Erciyes, Davraz, Sarıkamış, Zigana) which have statistics obtained by Provincial Directorates of Culture and Tourism are comprise the target population of this study. A total of 1011 questionnaires was analyzed. The hypotheses in the research model were tested using structural equation modelling. The structural model results indicate that four of total eight dimensions (tourist information services, accommodation, equipment rental shops and ski areas/slopes and services) have a positive influence on customer satisfaction. The research results indicate that two dimensions within the scope of service quality which are ski lessons and ski areas/slopes and services have a positive influence on intention to recommend, however the other dimensions have not similar influence on intention to recommend. Furthermore, the study revealed that customer satisfaction mediates the relationship between service quality of ski centers and intention to recommend.