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Analysis of Hotel Management Departments as Strategic Business Units in Terms of BCG Matrix

Yıl 2022, Cilt: 3 Sayı: 2, 108 - 137, 14.12.2022

Bilsen Bilgili Gözde Kumaş

Öz

The differentiated business structure and talented employees of hotel businesses that provide labor-intensive service play a decisive role in customer satisfaction and competitive advantage. Determining the real value of departments for businesses is of great importance in terms of increasing service quality. The aim of this study is to discuss whether it is appropriate to classify hotel business departments using the Kano Model method and to consider departments as strategic business units and place them in the BCG Matrix. A theoretical study has been carried out in line with the determined purpose. Thus, it’s aimed to constitute a basis for future quantitative or qualitative studies. In the research, has been concluded that hotel departments can be classified with the Kano Model and placed in the BCG Matrix. With the correct placement of strategic business units (SIB) to BCG Matrix, results that will guide the strategic decisions of business managers will be achieved.

Anahtar Kelimeler

Hotel Departments Kano Model BCG Matrix Tourism

Kaynakça

  • Akoğlan Kozak, M. (2002). Otel işletmeciliğinde destek hizmetlerinin tanımı, Çakır, P.(Editör) Otel işletmeciliğinde destek hizmetleri içinde (s.2-13). Eskişehir: Anadolu Üniversitesi Yayınları.
  • Akoğlan Kozak, M. (2014). Otel İşletmelerinde İnsan Kaynakları Yönetimi Ve Örnek Olaylar. Ankara: Detay Yayıncılık.
  • Akomode, O.J., Lees, B. and Irgens, C. (1998). Constructing customised models and providing information to support IT outsourcing decisions. Logistics Information Management, 11(2),114-127.
  • Altunışık R. (2009). Turizm işletmelerinde pazarlamanın temelleri ve iki farklı pencereden pazarlama yönetimi: Üretici ve tüketici bakış açısı, Avcıkurt, C. Demirkol, Ş. ve Zengin, B. (Editörler) Turizm İşletmelerinin Pazarlanmasında 7P ve 7C.içinde (s.7-47). İstanbul: Değişim Yayınları.
  • Altunışık, R. (2018). Stratejik Pazarlama Planlaması, Torlak, Ö. ve Altunışık, R. (Editörler) Pazarlama Stratejileri içinde (s 47- 101). İstanbul: Beta Yayıncılık.
  • Arnold U. (2000). New dimensions of outsourcing: A combination of transaction cost economics and the core competencies concept, European Journal Of Purchasing & Supply Management, 6, 23-29.
  • Aubert, B. A, Rivard. S. and Patry M. (1996). A transaction cost approach to outsourcing behavior: Some emprical evidence. Information and Management, 30(2), 51-64.
  • Aytekin İnce, G., İlhan, İ., ve Karacaoğlu, K. (2016). Otel işletmelerinde dış kaynaklardan yararlanma uygulamaları: nevşehir ili örneği. Uluslararası İşletme, Ekonomi ve Yönetim Perspektifleri Dergisi. 1(2), 28-46.
  • Baden-Fuller, C., Targett, D. and Hunt, B. (2000). Outsourcing to outmanoeuvre: Outsourcing re-defines competitive strategy and structure. European Management Journal, 18(3), 285-295.
  • Batman, O. (2018). Otel Işletmelerinin Yönetimi. İstanbul: Değişim Yayınları.
  • Baytok, A., Husey, H.S. and Zorlu, O. (2013). Outsourcing in thermal hotel enterprises: The case of Turkey. Business Management Dynamics, 3(5),1.
  • Berger, C., Blauth, R., Boger, D., Bolster, C., Burchill, G., DuMouchel, W., Pouliot, F., Richter, R., Rubinoff, A., Shen, D., Timko, M. and Walden, D. (1993). Kano’s methods for understanding customer-defined quality, The Center for Quality Management Journal,2(4),2-36.
  • Bilgili, B., and Ünal, S. (2008). Kano Model application for classifying the requirements of university students. In MIBES Conference. 31-46.
  • Bilgili, B., Erciş, A., and Ünal, S. (2011). Kano Model application in new product development and customer satisfaction (Adaptation of Traditional Art of Tile Making to Jewelries). Procedia-Social and Behavioral Sciences, 24,829-846.
  • Bryce, D. J. and Useem, M. (1998). The impact of corporate outsourcing on company value. European Management Journal, 16(6), 635-643.
  • Chen, I.J. and Popovich, K. (2003). Understanding customer relationship management (CRM) people, process and technology. Business Process Management. 9(5), 672-688.
  • Cheon, M. J., Grover, V. and Teng, J. T. (1995). Theoretical perspectives on the outsourcing of information systems. Journal of information Technology, 10(4), 209-219.
  • Cronk, J., and Sharp, J. (1995). A framework for deciding what to outsource in information technology. Journal of Information Technology, 10(4), 259-267.
  • Demirtaş, N. (2010). Otel Işletmeciliği. Ankara: Ankara Üniversitesi Uzaktan Eğitim Yayınları
  • Denizer, D. (2012). Yiyecek içecek işletmelerinin sınıflandırılması ve örgütlenmesi, Sarıışık M. (Editör) Yiyecek-Içecek Hizmetleri içinde (s.2-27). Eskişehir: Anadolu Üniversitesi Yayını.
  • Dewi, S. K. (2019). Service quality assessment using servqual and Kano Models, Jurnal Teknik Industrı. 20(1),94-104.
  • Ellram, L. and Billington C. (2001). Purchasing leverage considerations in the outsourcing decisions. European Journal of Purchasing & Supply Management, 7(1), 15-27.
  • Embleton, P. R. and Wright, P. C. (1998). A practical guide to successful outsourcing, Empowerment in Organizations, 6(3), 94-106.
  • Erramilli, M. K. and Rao, C.P. (1993). Service firms’ international entry-mode choice: A modified transaction-cost analysis approach. Journal Of Marketing, 57, 19-38.
  • Ersoy, N.F. (2002). Finansal hizmetlerde (CRM) kavramı, Pazarlama Dünyası Dergisi, 16(3).
  • Espino-Rodrı́guez, T. F., and Padrón-Robaina, V. (2004). Outsourcing and its impact on operational objectives and performance: A study of hotels in the canary islands. International Journal of Hospitality Management, 23(3), 287-306
  • Facanha, C., and Horvath, A. (2005). Environmental assessment of logistics outsourcing. Journal of Management in Engineering, 21(1), 27-37.
  • Gazioğlu, A.S. (1994). Büyük Otel İşletmelerinde Organizasyon Yapıları ve Teknolojik Yeniliklerin Organizasyon Yapısı Üzerindeki Etkileri. Yüksek Lisans Tezi. İstanbul Üniversitesi, Sosyal Bilimler Enstitüsü, İstanbul.
  • Gilley, K. M., and Rasheed, A. (2000). Making more by doing less: An analysis of outsourcing and its effects on firm performance. Journal Of Management, 26(4), 763-790.
  • Gilley, K. M., Greer, C. R., and Rasheed, A. A. (2004). Human resource outsourcing and organizational performance in manufacturing firms. Journal Of Business Research, 57(3), 232-240.
  • Greer, C. R., Youngblood, S. A., and Gray, D. A. (1999). Human resource management outsourcing: The make or buy decision. Academy of Management Perspectives, 13(3), 85-96.
  • Ha, J., Yu, C. and Hwang, Y. (2021) Analyzing the impact of relative push and pull factors on inbound medical tourism in South Korea: Focused on BCG Matrix applied segment group characteristics. Asia Pacific Journal of Tourism Research, 26(7), 768-779.
  • Hines, P. and Rich, N. (1998). Outsourcing competitive advantage: The use of supplier associations. International Journal of Physical Distribution & Logistics Management.
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Stratejik İş Birimi Olarak Otel İşletmesi Departmanlarının BCG Matrisi Açısından İncelenmesi

Yıl 2022, Cilt: 3 Sayı: 2, 108 - 137, 14.12.2022

Bilsen Bilgili Gözde Kumaş

Öz

Emek yoğun hizmet veren otel işletmelerin farklılaşan iş yapısı ve yetenekli çalışanları, müşteri memnuniyeti ve rekabet avantajında belirleyici rol oynamaktadır. Departmanların işletmeler için gerçek değerinin belirlenmesi ise hizmet kalitesinin artırılması açısından büyük önem taşımaktadır. Bu çalışmanın amacı otel işletmesi departmanlarının Kano Modeli yöntemi kullanılarak sınıflandırılabilmesinin ve departmanların stratejik iş birimi olarak ele alınıp BCG Matrisi’ne yerleştirilebilmesinin uygun olup olmadığını tartışmaktır. Belirlenen amaç doğrultusunda teorik bir çalışma yapılmıştır. Böylece gelecekte yapılabilecek nicel ya da nitel çalışmalara bir temel teşkil etmesi hedeflenmektedir. Yapılan araştırmada otel departmanlarının Kano Modeli ile sınıflandırılarak BCG Matrisi’ne yerleştirilebileceği sonucuna ulaşılmıştır. Stratejik iş birimlerinin (SİB), BCG Matrisi’ne doğru yerleştirilmesi ile işletme yöneticilerinin stratejik kararlarında yön verici niteliğe sahip sonuçlara ulaşılmış olacaktır.

Anahtar Kelimeler

Otel Departmanları Kano Modeli BCG Matrisi Turizm

Kaynakça

  • Akoğlan Kozak, M. (2002). Otel işletmeciliğinde destek hizmetlerinin tanımı, Çakır, P.(Editör) Otel işletmeciliğinde destek hizmetleri içinde (s.2-13). Eskişehir: Anadolu Üniversitesi Yayınları.
  • Akoğlan Kozak, M. (2014). Otel İşletmelerinde İnsan Kaynakları Yönetimi Ve Örnek Olaylar. Ankara: Detay Yayıncılık.
  • Akomode, O.J., Lees, B. and Irgens, C. (1998). Constructing customised models and providing information to support IT outsourcing decisions. Logistics Information Management, 11(2),114-127.
  • Altunışık R. (2009). Turizm işletmelerinde pazarlamanın temelleri ve iki farklı pencereden pazarlama yönetimi: Üretici ve tüketici bakış açısı, Avcıkurt, C. Demirkol, Ş. ve Zengin, B. (Editörler) Turizm İşletmelerinin Pazarlanmasında 7P ve 7C.içinde (s.7-47). İstanbul: Değişim Yayınları.
  • Altunışık, R. (2018). Stratejik Pazarlama Planlaması, Torlak, Ö. ve Altunışık, R. (Editörler) Pazarlama Stratejileri içinde (s 47- 101). İstanbul: Beta Yayıncılık.
  • Arnold U. (2000). New dimensions of outsourcing: A combination of transaction cost economics and the core competencies concept, European Journal Of Purchasing & Supply Management, 6, 23-29.
  • Aubert, B. A, Rivard. S. and Patry M. (1996). A transaction cost approach to outsourcing behavior: Some emprical evidence. Information and Management, 30(2), 51-64.
  • Aytekin İnce, G., İlhan, İ., ve Karacaoğlu, K. (2016). Otel işletmelerinde dış kaynaklardan yararlanma uygulamaları: nevşehir ili örneği. Uluslararası İşletme, Ekonomi ve Yönetim Perspektifleri Dergisi. 1(2), 28-46.
  • Baden-Fuller, C., Targett, D. and Hunt, B. (2000). Outsourcing to outmanoeuvre: Outsourcing re-defines competitive strategy and structure. European Management Journal, 18(3), 285-295.
  • Batman, O. (2018). Otel Işletmelerinin Yönetimi. İstanbul: Değişim Yayınları.
  • Baytok, A., Husey, H.S. and Zorlu, O. (2013). Outsourcing in thermal hotel enterprises: The case of Turkey. Business Management Dynamics, 3(5),1.
  • Berger, C., Blauth, R., Boger, D., Bolster, C., Burchill, G., DuMouchel, W., Pouliot, F., Richter, R., Rubinoff, A., Shen, D., Timko, M. and Walden, D. (1993). Kano’s methods for understanding customer-defined quality, The Center for Quality Management Journal,2(4),2-36.
  • Bilgili, B., and Ünal, S. (2008). Kano Model application for classifying the requirements of university students. In MIBES Conference. 31-46.
  • Bilgili, B., Erciş, A., and Ünal, S. (2011). Kano Model application in new product development and customer satisfaction (Adaptation of Traditional Art of Tile Making to Jewelries). Procedia-Social and Behavioral Sciences, 24,829-846.
  • Bryce, D. J. and Useem, M. (1998). The impact of corporate outsourcing on company value. European Management Journal, 16(6), 635-643.
  • Chen, I.J. and Popovich, K. (2003). Understanding customer relationship management (CRM) people, process and technology. Business Process Management. 9(5), 672-688.
  • Cheon, M. J., Grover, V. and Teng, J. T. (1995). Theoretical perspectives on the outsourcing of information systems. Journal of information Technology, 10(4), 209-219.
  • Cronk, J., and Sharp, J. (1995). A framework for deciding what to outsource in information technology. Journal of Information Technology, 10(4), 259-267.
  • Demirtaş, N. (2010). Otel Işletmeciliği. Ankara: Ankara Üniversitesi Uzaktan Eğitim Yayınları
  • Denizer, D. (2012). Yiyecek içecek işletmelerinin sınıflandırılması ve örgütlenmesi, Sarıışık M. (Editör) Yiyecek-Içecek Hizmetleri içinde (s.2-27). Eskişehir: Anadolu Üniversitesi Yayını.
  • Dewi, S. K. (2019). Service quality assessment using servqual and Kano Models, Jurnal Teknik Industrı. 20(1),94-104.
  • Ellram, L. and Billington C. (2001). Purchasing leverage considerations in the outsourcing decisions. European Journal of Purchasing & Supply Management, 7(1), 15-27.
  • Embleton, P. R. and Wright, P. C. (1998). A practical guide to successful outsourcing, Empowerment in Organizations, 6(3), 94-106.
  • Erramilli, M. K. and Rao, C.P. (1993). Service firms’ international entry-mode choice: A modified transaction-cost analysis approach. Journal Of Marketing, 57, 19-38.
  • Ersoy, N.F. (2002). Finansal hizmetlerde (CRM) kavramı, Pazarlama Dünyası Dergisi, 16(3).
  • Espino-Rodrı́guez, T. F., and Padrón-Robaina, V. (2004). Outsourcing and its impact on operational objectives and performance: A study of hotels in the canary islands. International Journal of Hospitality Management, 23(3), 287-306
  • Facanha, C., and Horvath, A. (2005). Environmental assessment of logistics outsourcing. Journal of Management in Engineering, 21(1), 27-37.
  • Gazioğlu, A.S. (1994). Büyük Otel İşletmelerinde Organizasyon Yapıları ve Teknolojik Yeniliklerin Organizasyon Yapısı Üzerindeki Etkileri. Yüksek Lisans Tezi. İstanbul Üniversitesi, Sosyal Bilimler Enstitüsü, İstanbul.
  • Gilley, K. M., and Rasheed, A. (2000). Making more by doing less: An analysis of outsourcing and its effects on firm performance. Journal Of Management, 26(4), 763-790.
  • Gilley, K. M., Greer, C. R., and Rasheed, A. A. (2004). Human resource outsourcing and organizational performance in manufacturing firms. Journal Of Business Research, 57(3), 232-240.
  • Greer, C. R., Youngblood, S. A., and Gray, D. A. (1999). Human resource management outsourcing: The make or buy decision. Academy of Management Perspectives, 13(3), 85-96.
  • Ha, J., Yu, C. and Hwang, Y. (2021) Analyzing the impact of relative push and pull factors on inbound medical tourism in South Korea: Focused on BCG Matrix applied segment group characteristics. Asia Pacific Journal of Tourism Research, 26(7), 768-779.
  • Hines, P. and Rich, N. (1998). Outsourcing competitive advantage: The use of supplier associations. International Journal of Physical Distribution & Logistics Management.
  • Holcomb, T. R., and Hitt, M. A. (2007). Toward a model of strategic outsourcing. Journal Of Operations Management, 25(2), 464-481.
  • Johnson, J.C. and Schneider, K.C. (1995). Outsourcing in distribution: The growth in importance of transportation brokers. Business Horizons, 38(6), 40-49.
  • Jurison, J. (1995). The role of risk and return in information technology outsourcing decisions. Journal of Information Technology, 10(4), 239-247
  • Kaçak, H., ve Bağcı, H. (2020). Sağlık Örgütlerinde Hizmet ve Finansal Etkinlik Ölçümü-Veri Zarflama Analizi BCG Matrisi İle Bir Uygulama. KOCATEPE İİBF Dergisi, 22(2), 188-203.
  • Kano S. (2001). Life cycle and creation of attractive quality. Proceedings of the 4th International Quality Management and Organisational Development Conference Linköping, 12-14 September 2001, 18-36.
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  • Koçak, N. (2012). Yiyecek Içecek Hizmetleri Yönetimi. Ankara: Detay Yayıncılık
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  • Lacerda, A. B., De Souza, A. S., Da Silva, G.K.L., De Azevedo, E.H.M., and De Melo, F.J.C. (2021). Basic Health Units services quality assessment through Kano and SERVQUAL Models. Benchmarking: An International Journal.
  • Langfield-Smith, K., and Smith, D. (2003). Management Control Systems And Trust In Outsourcing Relationships. Management Accounting Research, 14(3), 281-307.
  • Lee, J.N. (2001). The impact of knowledge sharing, organizational capability and partnership quality on IS outsourcing success. Information & Management, 38(5), 323-335.
  • Lei, D., and Hitt, M. A. (1995). Strategic restructuring and outsourcing: The effect of mergers and acquisitions and LBOs on building firm skills and capabilities. Journal of Management, 21(5), 835-859.
  • Loh, L. and Venkatraman, N. (1992). Diffusion of information technology outsourcing: Influence sources and the kodak effect. Information Systems Research, 3(4), 334-358.
  • McCarthy, I., and Anagnostou, A. (2004). The impact of outsourcing on the transaction costs and boundaries of manufacturing. International Journal of Production Economics, 88(1), 61-71.
  • MEGEP. (2011). Önbüro Organizasyonu. Erişim Adresi: http://www.megep.meb.gov.tr/?page=moduller Erişim Tarihi: 17.03.2021
  • MEGEP. (2018). Kat Hizmetleri Organizasyonu. Erişim Adresi: http://www.megep.meb.gov.tr/?page=moduller Erişim Tarihi: 17.03.2021
  • Muğal Ertuğral, S. (2009). Turizm işletmelerinin pazarlamasında ürün (product), (Ed. C. Avcıkurt, Ş. Demirkol, ve B. Zengin), Turizm işletmeleri pazarlamasında 7P ve 7C, İstanbul: Değişim Yayınları, 49-74.
  • Narver, J.C. and Slater S.F. (1990).The effect of market orientation on business profitability, The Journal of Marketing, 54 (4),20-35.
  • Ngwenyama O.K. and Bryson, N. (1999). Making the information sytems outsourcing decision: A transaction cost approach to analyzing outsourcing decision problems. European Journal Of Operational Research, 115(2), 351-367.
  • Öncü, M.A. ve Işkın. M (2009). Otel İşletmelerinde Dış Kaynak Kullanımı Üzerine Kavramsal Bir Çalışma. Elektronik Sosyal Bilimler Dergisi. 8(29),143-156.
  • Pandey, A., Sahu, R. and Joshi, Y. (2022). Kano Model application in the tourism industry: A systematic literature review, Journal of Quality Assurance in Hospitality & Tourism, 23(1),1-31, Doi: 10.1080/1528008X.2020.1839995
  • Penrose, E. (1959). The theory of the growth of the firm. Basil Blackwell, London.
  • Peterson, D.K.(2011). Partner selection for corporate social responsibility efforts: The case of choosing ngo partners using transaction cost analysis and resource dependency. Interdisciplinary Journal of Contemporary Research In Business.2(1), 12-22.
  • Rao, K. and Young R.R. (1994). Global supply chains: Factors influencing outsourcing of logistics functions. International Journal Of Physical Distribution & Logistics Management, 24(6), 11-19.
  • Robins, J.A. (1987). Organizational economics: Notes on the use of transaction-cost theory in the study of organizations, Administrative Science Quarterly, 32, (1), 68-86.
  • Sani, A., Dezdar, S., and Ainin, S. (2013). Outsourcing patterns among malaysian hotels, International Journal of Business and Social Science, 4(9).
  • Sarrico, C.S. and Dyson, R.G. (2000). Using DEA for planning in UK Universities-An institutional perspective, Journal of the Operational Research Society, 51(7),789–800.
  • Sauqi, A.(2021). Marketing Strategy analysis based on the Boston Consulting Group (BCG) Matrix at the Bondowoso branch of the Kumon tutoring institute. E-Proceeding Stie Mandala. 112-118.
  • Sav, D. (2016). Müşteri Beklentileri ve Memnuniyetin Stratejik Planlama Açısından Değerlendirilmesi: Afyonkarahisar İlindeki Termal Turizm İşletmeleri Üzerinde Bir Araştırma, Doktora Tezi, İstanbul Ticaret Üniversitesi, İstanbul.
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  • Sofyalıoğlu and Kartal, (2005), An empiricial study on the use of Kano’s model in a higher education instution in Turkey, 11th International Symposium on Quality Function Deployment, 26-30.
  • Sourenkova, T., and Louvieris, P. (2005). IT outsourcing in tourism business in the UK: Decision making approach. ECIS 2005 Proceedings.
  • Szmigin, I. T. D. (1993). Managing quality in business to business services. Europen Journal of Marketing, 27(1), 5-21.
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  • Teece, D. J. (1982). Towards an economic heory of the multiproduct firm. Journal of Economic Behavior and Organization, 3(1), 39-63.
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  • Ülker, M. S. ve Daloğlu, P. (2019). BDG Matrisi’nin yönetim muhasebesinde kullanılabilirliği ve karar almadaki rolü. Muhasebe ve Finansman Dergisi, 527-544.
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  • Wernerfelt, B.A (1984). Resource-based view of the firm. Strategic Management Journal, 5(2), 171-180
  • Williamson, O. E. (1981). The economics of organization: The transaction cost approach. American Journal of Sociology, 87(3), 548-577.
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  • Williamson, O. E. (1996). The Mechanism of Governance. New York, NY: Oxford University Press Inc
  • Yang, C. John, G. W. and Chwen, S. (2012). What makes outsourcing effective? A transaction- cost economics analysis.International Journal of Production Research, 50(16), 4462-4476.
  • Yılmaz, E. (2020) Ürün geliştirme süreçlerinde kano modeli sınıflandırma yöntemleri seçimi. Finans Ekonomi ve Sosyal Araştırmalar Dergisi, 5(4), 842-859.
  • Yirik. Ş., Erdinç, S.B. ve Göçen, S.(2014). Yöneticilerin gözünden konaklama işletmelerinde dış kaynak kullanımı boyutları. Süleyman Demirel Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 19(2),197-209. Yolal, M. ve Ersoy, N.F. (2016). Şehir otellerinde satın alma işlevi: eskişehir’deki otel işletmeleri üzerine bir araştırma. İşletme Araştırmaları Dergisi. 8(4),87-107 Yükselen, C. (2021) Pazarlama -Dijitalleşme Sürecinde Ilkeler – Yönetim – Örnek Olaylar. Ankara: Detay Yayıncılık Zöngür, G., Yılmaz, K. G., ve Güngördü, A. (2016). Konaklama işletmelerinde dış kaynak kullanımı: Ankara ilindeki dört ve beş yıldızlı otel işletmelerinde bir uygulama. Gazi Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 18(1), 217-235.
Toplam 84 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Konular Turizm (Diğer)
Bölüm Derlemeler
Yazarlar

Bilsen Bilgili 0000-0002-8454-8318

Gözde Kumaş 0000-0003-0573-0136

Yayımlanma Tarihi 14 Aralık 2022
Yayımlandığı Sayı Yıl 2022 Cilt: 3 Sayı: 2

Kaynak Göster

APA Bilgili, B., & Kumaş, G. (2022). Stratejik İş Birimi Olarak Otel İşletmesi Departmanlarının BCG Matrisi Açısından İncelenmesi. Journal of New Tourism Trends, 3(2), 108-137.
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