A study on analysis of marketing factors affecting disabled individuals' customer satisfaction and destination loyalty

The aim of this study is to determine the effect of marketing mix variables applied by service businesses in various destinations in Turkey on the satisfaction of disabled customers and their loyalty to the destination. The target population of the research, within the framework of the researcher's possibilities and constraints, consists of 154 adult individuals with various types and different levels of disability in Trabzon and its nearby districts. With the developed research model, the relationship between marketing components (5 variables), customer satisfaction and destination loyalty variables was tried to be measured. SPSS and AMOS programs, which are statistical package programs, were used for the analysis of the data collected during the study. As a result of the structural equation analysis, the research model was tested and it was determined that there was a positive significant relationship between the marketing mix components "Price variable" (Weak Effect, r= 0,099; p<0,012), "Service variable" (Weak Effect, r= 0,102; p<0,018), "People variable" (Strong Impact, r= 0,415; p<0,000), "Place variable" (Weak Effect, r= 0,214; p<0,000) and "Disabled customer satisfaction variable". Also it was determined that there was a meaningless relationship between the "Promotion variable" (p<0.609) and the "Disabled customer satisfaction variable". In addition, the "Human variable" positively affects the "Service variable" (Strong Impact, r= 0.618; p<0.000). In addition, "Disabled customers' satisfaction variable" positively affects "Destination loyalty variable" (Weak Effect, r= 0.063; p<0.000).