2019 - The effect of economic and social satisfaction on price sensitivity: A research on hotels with halal concept

The aim of this study is to investigate the relationship between customer satisfaction and price sensitivity of hotel customers visiting the halal tourism concept. The sample of the study consists of hotel customers visiting the halal tourism concept in Antalya. A questionnaire was used to collect data. The questionnaires were completed by hotel customers between June 2018 and June 2019. Customer satisfaction and price sensitivity scales used in the study were subjected to validity, reliability and normality tests.
SPSS and Amos statistics were used to analyze the research. Structural equation modeling was used to test hypotheses. When the results of the research were examined, it was found that the social satisfaction variable, which is the sub-dimension of customer satisfaction, had a significant negative effect on price sensitivity. On the other hand, it has been concluded that the economic satisfaction variable, which is the sub-dimension of customer satisfaction, has no negative effect on price sensitivity.
It is expected that the results obtained within the scope of the research will contribute to the customer relations studies of hotels in the halal concept.