SUMMARY
Due to the structure of the hotel enterprises and the inseparability of the service, the interaction between the employee, customer and enterprise is intense. Employees and customers are affected by the service process as well as affect the process. In addition to that, employees can not be considered independent of the service as customers evaluate the service as a whole. At this point, besides the customer’s needs, the needs of the employees should be taken into consideration in the design and evaluation of the service process of the hotel enterprises. The experiences and thoughts of employees and customers should be utilized with a holistic approach. The consideration of the opinions of the employees will be effective in the service-oriented approach in the enterprises as well as the better service provision. In this context, the main purpose of this research is to explain the effect of the Human Sigma Model, which was developed by applying it to different service enterprises in the world and enables the evaluation of the opinions of employees and customers, on the service orientation.In order to examine the effect of the Human Sigma Model on service orientation in hotel enterprises, one hotel from each of the five different hotel star categories was selected in Ankara. The Human Sigma and Service Orientation (SERV*OR) scales were applied to these five hotels. The items on these two scales had been asked to the front-line employees of hotels and the customers staying at these hotels. The data obtained from 49 front-line employees and 395 customers staying in the hotels were placed to the proper places of the related formulas of the Human Sigma Model and thus the Human Sigma values of these hotels were calculated, their places on the Human Sigma Map and the obtained results were discussed. According to the results, the one star hotel had the lowest Human Sigma value. Two and five star hotels had the equal Human Sigma values, thus they were located on the same area of the map. The Human Sigma values of the three and four star hotels were found to be greater than the other three hotel enterprises; therefore they were considered as the most effective enterprises with respect to employee- customer–enterprise interaction. When the results obtained from the hotels are examined, it is seen that although the bond between the hotel enterprises and employees-customers are not strong, the interactions and interconnections between these last two parties are strong.After determining the Human Sigma values of the hotel enterprises and their locations on the map, a regression analysis was conducted to determine the effects of the employee and customer dimensions of Human Sigma to the service orientation. After the hypotesis testing, it was found that the employee dimension of the Human Sigma effects the service orientation, but the customer dimension of the Human Sigma has no impact on service orientation.?Extended English summary is in the end of Full Text PDF (TURKISH) file. ÖzetOtel isletmelerinin yapisi ve hizmetin ayrilmazlik özelligi geregi çalisan, müsteri ve isletme etkilesimi yogundur. Çalisanlar ve müsteriler hizmet sürecinden etkilendikleri gibi bu süreci etkilerler. Bununla birlikte müsteriler hizmeti bütün olarak degerlendirdiginden çalisanlar hizmetten bagimsiz düsünülemez. Bu noktada otel isletmelerindeki hizmet sunum sürecinin tasarim ve degerlendirilmesinde müsteri ihtiyaçlarinin yanisira, çalisanlarin da ihtiyaçlari göz önünde bulundurulmalidir. Çalisanlarin ve müsterilerin deneyimlerinden ve düsüncelerinden bütüncül bir yaklasim ile yararlanilmalidir. Hizmeti sunan çalisanlarin görüslerinin ele alinmasi, hizmetin daha iyi karsilanmasinin yaninda, isletmedeki hizmet odakli yaklasimin tesisinde de etkili olacaktir. Bu baglamda, dünyada farkli hizmet isletmelerinde uygulanarak gelistirilen, çalisanlarin ve müsterilerin görüslerinin birlikte degerlendirilmesine imkan saglayan Insani Sigma Modeli’nin hizmet odakliliga etkisinin ortaya konmasi bu arastirmanin temel amacidir.Otel isletmelerinde Insani Sigma Modeli’nin hizmet odakliliga etkisini incelemek üzere Ankara’daki bes farkli yildiz statüsünden birer otel seçilmistir. Bu bes otel isletmesinin ön alan çalisanlarina ve bu otellerde konaklayan müsterilere Insani Sigma ve hizmet odaklilik (SERV*OR) ölçekleri uygulanmistir. Arastirmaya katilan toplam 49 ön alan çalisanindan ve otellerde konaklayan 395 müsteriden elde edilen veriler, öncelikle Insani Sigma Modeli’nin ilgili formüllerine yerlestirilerek otellerin Insani Sigma degerleri hesaplanmis, Insani Sigma haritasindaki yerleri belirlenmis ve elde edilen sonuçlar tartisilmistir. Buna göre, bir yildiz statüsündeki otel en düsük Insani Sigma degerine sahiptir. Iki ve bes yildiz statüsündeki otellerin degerleri birbirine esit oldugundan haritanin ayni kisminda konumlanmislardir. Üç ve dört yildiz statüsündeki otellerin Insani Sigma degerleri ise diger üç otel isletmesine göre yüksek oldugundan bu oteller çalisan, müsteri ve isletme etkilesiminin en kuvvetli oldugu isletmeler olarak degerlendirilmistir. Otellerden elde edilen sonuçlara bakildiginda, çalisanlarin ve müsterilerin otel isletmeleri ile aralarindaki etkilesimin kuvvetli olmamasina karsin bu iki tarafin birbirleri ile etkilesimlerinin ve aralarindaki bagin kuvvetli oldugu görülmüstür.Otel isletmelerinin Insani Sigma degerleri ve haritadaki konumlari elde edildikten sonra, Insani Sigma çalisan ve müsteri boyutlarinin hizmet odakliliga etkisinin belirlenmesi amaciyla regresyon analizi yapilmistir. Hipotez testleri sonucunda, Insani Sigma çalisan boyutunun hizmet odakliligini etkiledigi, ancak Insani Sigma müsteri boyutunun hizmet odakliliga herhangi bir etkisinin olmadigi belirlenmistir.