TY  - JOUR
T1  - The Relationship Between Service Quality, Customer Satisfaction and Repurchase: Evidence from A PLS-SEM Approach
TT  - Hizmet kalitesi, müşteri memnuniyeti ve yeniden satın alma ilişkisi: PLS-SEM yaklaşımı ile kanıtlar
AU  - Armutcu, Barış
PY  - 2025
DA  - October
Y2  - 2025
DO  - 10.54600/igdirsosbilder.1719544
JF  - Iğdır Üniversitesi Sosyal Bilimler Dergisi
JO  - SOSBİLDER
PB  - Igdir University
WT  - DergiPark
SN  - 2147-5717
SP  - 160
EP  - 174
IS  - 40
LA  - en
AB  - In the aviation industry, it is increasingly important to identify areas that need to be focused on to increase customer satisfaction and repurchase intentions. This study seeks to understand the key antecedents that influence airline service quality and customer satisfaction. This study investigated the impact of service quality (SQ: brand credibility, ease of convenience, loyalty program, product uniqueness, reliability and dependability, promotion and service interaction) on consumer satisfaction and repurchase intention. Within the scope of the study, 336 consumers were surveyed and the collected data were analyzed using the PLS-SEM approach, Smart PLS4 and SPSS 26 programs. The findings show that all elements of SQ–brand credibility, ease of convenience, loyalty program, product uniqueness, reliability and dependability, promotion and service interaction have a significant and positive effect on customer satisfaction and repurchase intention. These findings provide a valuable foundation for businesses, marketers, policy makers and future researchers, while making important contributions to the existing limited literature in understanding airline passengers’ preferences.
KW  - Customer satisfaction
KW  - Service quality
KW  - Purchase intention
KW  - Aviation industry
KW  - Structural equation modeling
N2  - Havacılık sektöründe müşteri memnuniyetini ve yeniden satın alma niyetini artırmak için odaklanılması gereken alanları net bir şekilde ortaya koymanın önemi her geçen gün artmaktadır. Bu açıdan bu çalışma, havayolu hizmet kalitesini ve müşteri memnuniyetini etkileyen temel öncülleri anlamaya çalışmaktadır. Çalışmada, hizmet kalitesinin (SQ: marka güvenilirliği, kolaylık, sadakat programı, ürün benzersizliği, güvenilirlik ve bağımlılık, promosyon ve hizmet etkileşimi) tüketicilerin müşteri memnuniyeti ve yeniden satın alma niyeti üzerindeki etkisi araştırılmıştır. Çalışma kapsamında 336 tüketiciye anket uygulanmış ve toplanan veriler Kısmi En Küçük Kareler Yapısal Eşitlik Modellemesi (PLS-SEM) yaklaşımı ile Smart PLS4 ve SPSS 26 programları kullanılarak analiz edilmiştir. Bulgular, SQ: marka güvenilirliği, kolaylık, sadakat programı, ürün benzersizliği, güvenilirlik ve bağımlılık, promosyon ve hizmet etkileşimine ait tüm unsurların müşteri memnuniyeti ve yeniden satın alma niyeti üzerinde anlamlı ve pozitif bir etkisinin olduğunu göstermektedir. Bu bulgular, havayolu yolcularının tercihlerini anlamada mevcut sınırlı literatüre önemli katkılar sağlarken, işletmeler, pazarlamacılar, politika yapıcılar ve gelecekteki araştırmacılar için değerli bir temel sunmaktadır.
CR  - Atalık, O., & Özel, E., (2007). Passenger expectations and factors affecting their choice of low-cost carriers: Pegasus Airlines. In: Proceedings of the Northeast Business & Economics Association, pp. 285–288.
CR  - Ateş, A. (2019). Havayolu şirketlerinde markalaşmanın i̇ç hat yolcularının havayolu tercihleri üzerinde etkileri: konya i̇li araştırması. Journal of Recreation and Tourism Research, 6(1), 56-69. https://doi.org/10.31771/jrtr.2019.15
CR  - Armutcu, B., Zeqiri, J., Ibahrine, M., Gleason, K., & Alserhan, B. A. (2024). The relationship between digital marketing and product purchase behaviour in Turkey: A structural equations modelling approach. Journal of Marketing Communications, 1–31. https://doi.org/10.1080/13527266.2024.2431930
CR  - Başaran, Ü., & Aksoy, F. (2019). İnternet bankaciliğinda e-hi̇zmet kali̇tesi̇ni̇n anali̇zi̇ üzeri̇ne bi̇r araştirma. Uluslararası İktisadi ve İdari İncelemeler Dergisi, (24), 93-114. https://doi.org/10.18092/ulikidince.558876
CR  - Bolton, R.N., Kannan, P.K., & Bramlett, M.D., (2000). Implications of loyalty program membership and service experiences for customer retention and value. Journal of the academy of marketing science. 28 (1), 95–108
CR  - Chan, D., (2000). Beyond Singapore Girl–Grand and product/service differentiation strategies in the new millennium. Journal of Management Development. 19 (6), 515–542.
CR  - Charoensettasilp, S., & Wu, C., (2014). Thai passengers’ satisfaction after receiving services from Thailand’s domestic low cost airline. International Journal of u-and e-Service. Technoly. 6, 505–506.
CR  - Choe, P., & Zhao, Y., (2013). The influence of airline brand on purchase intention of air tickets in China. Industrial Engineering and Management Systems. 12 (2), 143–150
CR  - Çetindaş, A., & Kaya, G. (2021). Çevreci değerin tekrar satın alma üzerindeki etkisinde kurumsal çevreci i̇majın aracı rolü: havayolu yolcuları üzerine bir araştırma. İktisadi İdari ve Siyasal Araştırmalar Dergisi, 6(14), 142-155. https://doi.org/10.25204/iktisad.842156
CR  - Esmaeili, A., Meidutė-Kavaliauskienė, I., Haghgoo, I., & Davidavičienė, V. (2021). Customer Loyalty in Mobile Banking: Evaluation of Perceived Risk, Relative Advantages, and Usability Factors. Engineering Economics, 32(1), 70–81. https://doi.org/10.5755/j01.ee.32.1.25286
CR  - Ha, H.-Y., & Muthaly, S., (2012). The effects of advertising spending on satisfaction: a comparison study of bank and supermarket industries. Journal of Current Issues & Research in Advertising, 30, 87–97.
CR  - Hellier, P. K., Geursen, G. M., Carr, R. A., & Rickard, J. A. (2003). Customer repurchase intention. European Journal of Marketing, 37(11/12), 1762–1800. https://doi.org/10.1108/03090560310495456
CR  - Huang, Y.-K., (2010). The effect of airline service quality on passengers’ behavioural intentions using SERVQUAL scores: A Taiwan case study. Journal of the Eastern Asia Society for Transportation Studies, 8, 2330–2343.
CR  - Kalemba, N., Planas, F. C., Hernández‐Lara, A. B., & Rebull, M. V. S. (2018). Service quality and economic performance in the us airline business. Aviation, 21(3), 102-110. https://doi.org/10.3846/16487788.2017.1378266
CR  - Konyalılar, N. (2023). Marka i̇majinin marka satin alma ni̇yeti̇ne etki̇si̇: türki̇ye’de faali̇yet gösteren havayolu i̇şletmeleri̇ üzeri̇nde bi̇r i̇nceleme. Çukurova Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 32(2), 745-755. https://doi.org/10.35379/cusosbil.1214886
CR  - Köse, B., & Ayhün, S. (2021). Hizmet kalitesi ve müşteri tatmininin tekrar satın alma niyetine etkisi: z kuşağı kahve dükkânı müşterileri üzerine bir araştırma. Turk Turizm Arastirmalari Dergisi, 5(3), 2067-2085. https://doi.org/10.26677/tr1010.2021.835
CR  - Ladhari, R., (2009). Service quality, emotional satisfaction, and behavioural intentions: a study in the hotel industry. Managing Service Quality: An International Journal, 19 (3), 308–331.
CR  - Law, C. C. H., Zhang, Y., & Gow, J. (2022). Airline service quality, customer satisfaction, and repurchase intention: laotian air passengers’ perspective. Case Studies on Transport Policy, 10(2), 741-750. https://doi.org/10.1016/j.cstp.2022.02.002
CR  - Law, C.C., (2018). A Practical Guide to Airline Customer Service: From Airline Operations to Passenger Service. Brown Walker Press, Irvine, USA.
CR  - Lewis, M., (2009). The influence of loyalty programs and short-term promotions on customer retention. Journal of marketing research, 41 (3), 281–292
CR  - Liang, R.-D., & Zhang, J.-S., (2011). The effect of service interaction orientation on customer satisfaction and behavioral intention: the moderating effect of dining frequency. Procedia-Social and Behavioral Sciences. 24, 1026–1035.
CR  - Matzler, K., Renzl, B., & Rothenberger, S. (2006). Measuring the Relative Importance of Service Dimensions in the Formation of Price Satisfaction and Service Satisfaction: A Case Study in the Hotel Industry. Scandinavian Journal of Hospitality and Tourism, 6(3), 179–196. https://doi.org/10.1080/15022250600872850
CR  - Miao, M., Javed, M. K., Hanif, N.-U.-A., Zaman, S. I., Jalees, T., & Khan, S. (2021). The influence of e-customer satisfaction, e-trust and perceived value on consumer’s repurchase intention in B2C e-commerce segment. Asia Pacific Journal of Marketing and Logistics, 34(10), 2184–2206. https://doi.org/10.1108/apjml-03-2021-0221
CR  - Ostrowski, P. L., O’Brien, T. V., & Gordon, G. L. (1993). Service Quality and Customer Loyalty in the Commercial Airline Industry. Journal of Travel Research, 32(2), 16–24. https://doi.org/10.1177/004728759303200203
CR  - Ozkan, M., Eyupoglu, S. Z., & Cek, K. (2022). Sustainable Development and Customer Satisfaction and Loyalty in North Cyprus: The Mediating Effect of Customer Identification. Sustainability, 14(9), 5196. https://doi.org/10.3390/su14095196
CR  - Park, J.-W., Robertson, R., & Wu, C.-L., (2006). Modelling the impact of airline service quality and marketing variables on passengers’ future behavioural intentions. Transportation Planning and Technology, 29 (5), 359–381.
CR  - Ranaweera, C., (2007). Are satisfied long-term customers more profitable? Evidence from the telecommunication sector. Journal of Targeting, Measurement and Analysis for Marketing, 15 (2), 113–120.
CR  - Ringle, C.M., Sarstedt, M., & Zimmermann, L., (2011). Customer satisfaction with commercial airlines: the role of perceived safety and purpose of travel. Journal of Marketing Theory and Practice, 19 (4), 459–472
CR  - Robledo, M.A., (2011). Measuring and managing service quality: integrating customer expectations. Managing Service Quality: An International Journal. 11, 22–31.
CR  - Saleem, M.A., Zahra, S., & Yaseen, A., (2017). Impact of service quality and trust on repurchase intentions- the case of Pakistan Airline Industry. Asia Pacific Journal of Marketing and Logistics, 29 (5), 1136–1159
CR  - Schaefer, A.J., & Nemhauser, G.L. (2006). Improving airline operational performance through schedule perturbation. In Annals of Operations Research, 144, 3-16.
CR  - Sohaib, M., Rehman, M.A., & Akram, U., (2016). Underlying Effect of customer satisfaction on repurchase intentions: mediating role of trust and commitment. European Journal of Business and Management, 8, 105–115.
CR  - Strenitzerová, M., & Gaňa, J. (2018). Customer Satisfaction and Loyalty as a Part of Customer-Based Corporate Sustainability in the Sector of Mobile Communications Services. Sustainability, 10(5), 1657. https://doi.org/10.3390/su10051657
CR  - Swait, J., & Erdem, T., (2007). Brand effects on choice and choice set formation under uncertainty. Marketing science. 26 (5), 679–697.
CR  - Tandon, U., & Ertz, M. (2023). Modelling gamification, virtual-try-on technology, e-logistics service quality as predictors of online shopping: an empirical investigation. Current Psychology, 43(16), 14289–14303. https://doi.org/10.1007/s12144-023-05379-2
CR  - Tandon, U., Kiran, R., & Sah, A. N. (2017). Customer Satisfaction as Mediator Between Website Service Quality and Repurchase Intention: An Emerging Economy Case. Service Science, 9(2), 106–120. https://doi.org/10.1287/serv.2016.0159
CR  - Uz, C. (2023). Marka i̇maji ve hi̇zmet kali̇tesi̇ni̇n güven üzeri̇ndeki̇ etki̇si̇nde müşteri̇ tatmi̇ni̇ni̇n aracilik rolü. Çukurova Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 32(1), 179-194. https://doi.org/10.35379/cusosbil.1159788
CR  - Yi, Y., & Gong, T. (2008). The electronic service quality model: The moderating effect of customer self‐efficacy. Psychology & Marketing, 25(7), 587–601. https://doi.org/10.1002/mar.20226
UR  - https://doi.org/10.54600/igdirsosbilder.1719544
L1  - https://dergipark.org.tr/en/download/article-file/4958551
ER  -