Customer Service Failure Evaluations in Diverse Airlines Business Models

Abstract

Hizmet sunumu sürecindeki tüm hataların ortadan kaldırılması imkansız olsa da, havayolları, hizmet hatalarını, doğurdukları olumsuz sonuçlarından dolayı en aza indirgemeye çalışmaktadır. Müşteriler yaşadıkları hizmet hatalarına farklı tepkiler verseler de, havayolları için önemli olan nokta, müşterilerin verdiği bu tepkilerin altında yatan psikolojik mekanizmaları anlamaktır. Bu bağlamda, bu çalışma, farklı iş modellerinde hizmet veren havayolu şirketlerinin hizmet hatalarını takiben yolcuların beklentileri ile değişmezlik atfı, ağızdan ağıza pazarlama ve yeniden satın alma niyetlerini arasındaki dinamikleri ortaya koymaktadır. Yapısal eşitlik modellemesi, iki havayolu iş modelini karşılaştırmak için kullanılmaktadır: düşük maliyetli taşıyıcılar (LCC'ler) ve bayrak taşıyıcı havayolları. Bulgular, düşük maliyetli havayolları için, yolcuların beklentilerinin değizşmezlik atıfları olumlu etkilediğini göstermektedir. Buna ek olarak, bayrak taşıyıcı havayollarının hizmet hatasını takip eden değişmezlik atfının, yeniden satın alma niyetleri üzerinde olumsuz bir etkisi olduğu bulunmuştur. Son olarak, bulgular hem düşük maliyetli hem de bayrak taşıyıcı havayollarının hizmet hatalarını takiben, değişmezlik atfının ağızdan ağıza pazarlama niyetini azalttığını göstermektedir.

Keywords

• Low cost carriers (LCC),Flagship airlines,Service failure,Attribution theory

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