Algılanan Risk ve Algılanan Değer Arasındaki İlişkilerin Otel Müşterileri Üzerinde İncelenmesi

Abstract

The objective of this study is to research the relationship between customer value, perceived risk and behavioral intention. The sub-objective of this study is to measure customer value and perceived risk with multidimensional and unidimensional approach. In addition, the other sub-objective of the study is to identify possible differences in customer value and perceived risk dimensions between domestic and foreign customers. Based on the objectives of the study, a research model was developed to analyze the relationship between variables. Thus research was conducted to determine the effect of perceived risk measured multidimensional and unidimensional approach on customer value and the effect of customer value measured multidimensional and unidimensional approach on behavioral intention and impact of customer satisfaction on behavioral intention to test which approach is more effective in the research model.