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Hizmet Kalitesi ile Algılanan Değer Arasındaki İlişkide Kuşağın Moderatör Etkisi: Havayolu Endüstrisinde X ve Y Kuşağı Üzerine Bir Araştırma

Year 2019, Volume: 48 Issue: 2, 335 - 365, 30.11.2019

Abstract

Bu araştırmanın temel amacı, X ve Y kuşağı özelinde hizmet kalitesi ile algılanan değer arasındaki ilişkide kuşağın moderatör etkisini incelemektir. Bu çalışma ile havayolu firması yöneticileri için hizmet kalitesine ilişkin potansiyel kuşak etkisini anlamanın ve kuşaklara göre etkin pazarlama stratejileri geliştirmenin önemli olduğu düşünülmektedir. Çalışma, nicel yöntem kullanılarak tasarlanmıştır. Araştırma verileri, 2018 yılında Antalya Havalimanı’nda anket tekniği kullanılarak elde edilmiş ve toplam 909 katılımcıya ulaşılmıştır. Çalışmada; güvenilirlik ve geçerlilik analizi, korelasyon analizi ve hiyerarşik regresyon analizi yapılmıştır. Sonuç olarak; fiziksel görünüm ile algılanan değer, güvenilirlik ile algılanan değer, yanıt verebilirlik ile algılanan değer ve güvence ile algılanan değer arasındaki ilişkilerde kuşağın moderatör bir etkiye sahip olduğu tespit edilmiştir.

Supporting Institution

Yazarlar bu çalışma için finansal destek almamışlardır.

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The Moderating Effect of Generation on The Relationship Between Service Quality and Perceived Value: A Research on Gen X and Gen Y in the Airline Industry

Year 2019, Volume: 48 Issue: 2, 335 - 365, 30.11.2019

Abstract

The primary aim of this research is to examine the moderator effect of generation on the relationship between service quality and perceived value specific to Gen X and Gen Y. With this study, it is considered that it is important to understand the potential generation effect on service quality for airline company managers and to develop effective marketing strategies according to generations. The study was designed using a quantitative method. The research data were obtained by using the survey technique at Antalya Airport in 2018 and a total of 909 participants were reached. Reliability and validity analysis, correlation analysis and hierarchical regression analysis were performed in the study. As a result, it was found that generation has moderator effect on the relationship between physical appearance and perceived value, between reliability and perceived value, between responsiveness and perceived value, between assurance and perceived value.

References

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  • Albayrak, A. ve Özkul, E. (2013). Y kuşağı turistlerin destinasyon imaj algıları üzerine bir araştırma. Turkish Studies, 8(6), 15–31.
  • Altuntuğ, N. (2012). Kuşaktan kuşağa tüketim olgusu ve geleceğin tüketici profili. Organizasyon ve Yönetim Bilimleri Dergisi, 4(1), 203–212.
  • Aydın, G. Ç. ve Başol, O. (2014). X ve y kuşağı: Çalışmanın anlamında bir değişme var mı? Electronic Journal of Vocational Colleges, 4(4), 1–15.
  • Ayhün, S. E. (2013). Kuşaklar arasındaki farklılıklar ve örgütsel yansımaları. Ekonomi ve Yönetim Araştırmaları Dergisi, 2(1), 93–112.
  • Balkıs, M. (2015). The moderator role of rational beliefs in relation to procrastination, academic achievement and academic satisfaction. Eğitim Bilimleri Fakültesi Dergisi, 48(1), 87–107.
  • Baron, R. M., & Kenny, D. A. (1986). The moderator–mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of Personality and Social Psychology, 51(6), 1173–1182.
  • Basfirinci, C., & Mitra, A. (2015). A cross cultural investigation of airlines service quality through integration of Servqual and the Kano model. Journal of Air Transport Management, 42, 239–248.
  • Başgöze, P. ve Bayar, N. A. (2015). Eko otellerden hizmet satın alımında kuşaklar arası farklılaşmalar üzerine bir çalışma. Sosyoekonomi, 23(24), 118–130.
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  • Bezerra, G. C., & Gomes, C. F. (2015). The effects of service quality dimensions and passenger characteristics on passenger’s overall satisfaction with an airport. Journal of Air Transport Management, 44-45, 77-81.
  • Brady, M. K., Robertson, C. J., & Cronin, J. J. (2001). Managing behavioral intentions in diverse cultural environments: An investigation of service quality, service value, and satisfaction for American and Ecuadorian fast-food customers. Journal of International Management, 7(2), 129–149.
  • Budiwan, V. ve Efendi. (2016). The understanding of indonesian patients of hospital service quality in singapore. Procedia-Social and Behavioral Sciences, 224, 176-183.
  • Bulgan, G. ve Göktaş, P. (2016). X, Y ve Z kuşağı engellilerinin turizme erişilebilirliğinin karşılaştırılması. Ekonomi ve Yönetim Araştırmaları Dergisi, 5(1), 24–48.
  • Büyükdağ, N., & Kitapcı, O. (2017). Does the E-Loyalty increase as the consumer’s access to the internet increases? An empirical study in Turkey. İşletme Araştırmaları Dergisi, 9(4), 139–154.
  • Büyüköztürk, Ş. (2002). Faktör analizi: Temel kavramlar ve ölçek geliştirmede kullanımı. Kuram ve Uygulamada Eğitim Yönetimi, 32(32), 470–483.
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  • Chakraborty, T., & Balakrishnan, J. (2017). Exploratory tendencies in consumer behaviour in online buying across gen X, gen Y and baby boomers. International Journal of Value Chain Management, 8(2), 135–150.
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  • Chen, J. K., Batchuluun, A., & Batnasan, J. (2015), Services innovation impact to customer satisfaction and customer value enhancement in airport. Technology in Society, 43, 219–230.
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There are 97 citations in total.

Details

Primary Language Turkish
Subjects Business Administration
Journal Section Articles
Authors

Hasan Emin Gürler 0000-0002-5813-1631

Ramazan Erturgut

Publication Date November 30, 2019
Submission Date July 30, 2018
Published in Issue Year 2019 Volume: 48 Issue: 2

Cite

APA Gürler, H. E., & Erturgut, R. (2019). Hizmet Kalitesi ile Algılanan Değer Arasındaki İlişkide Kuşağın Moderatör Etkisi: Havayolu Endüstrisinde X ve Y Kuşağı Üzerine Bir Araştırma. Istanbul Business Research, 48(2), 335-365.
AMA Gürler HE, Erturgut R. Hizmet Kalitesi ile Algılanan Değer Arasındaki İlişkide Kuşağın Moderatör Etkisi: Havayolu Endüstrisinde X ve Y Kuşağı Üzerine Bir Araştırma. IBR. November 2019;48(2):335-365.
Chicago Gürler, Hasan Emin, and Ramazan Erturgut. “Hizmet Kalitesi Ile Algılanan Değer Arasındaki İlişkide Kuşağın Moderatör Etkisi: Havayolu Endüstrisinde X Ve Y Kuşağı Üzerine Bir Araştırma”. Istanbul Business Research 48, no. 2 (November 2019): 335-65.
EndNote Gürler HE, Erturgut R (November 1, 2019) Hizmet Kalitesi ile Algılanan Değer Arasındaki İlişkide Kuşağın Moderatör Etkisi: Havayolu Endüstrisinde X ve Y Kuşağı Üzerine Bir Araştırma. Istanbul Business Research 48 2 335–365.
IEEE H. E. Gürler and R. Erturgut, “Hizmet Kalitesi ile Algılanan Değer Arasındaki İlişkide Kuşağın Moderatör Etkisi: Havayolu Endüstrisinde X ve Y Kuşağı Üzerine Bir Araştırma”, IBR, vol. 48, no. 2, pp. 335–365, 2019.
ISNAD Gürler, Hasan Emin - Erturgut, Ramazan. “Hizmet Kalitesi Ile Algılanan Değer Arasındaki İlişkide Kuşağın Moderatör Etkisi: Havayolu Endüstrisinde X Ve Y Kuşağı Üzerine Bir Araştırma”. Istanbul Business Research 48/2 (November 2019), 335-365.
JAMA Gürler HE, Erturgut R. Hizmet Kalitesi ile Algılanan Değer Arasındaki İlişkide Kuşağın Moderatör Etkisi: Havayolu Endüstrisinde X ve Y Kuşağı Üzerine Bir Araştırma. IBR. 2019;48:335–365.
MLA Gürler, Hasan Emin and Ramazan Erturgut. “Hizmet Kalitesi Ile Algılanan Değer Arasındaki İlişkide Kuşağın Moderatör Etkisi: Havayolu Endüstrisinde X Ve Y Kuşağı Üzerine Bir Araştırma”. Istanbul Business Research, vol. 48, no. 2, 2019, pp. 335-6.
Vancouver Gürler HE, Erturgut R. Hizmet Kalitesi ile Algılanan Değer Arasındaki İlişkide Kuşağın Moderatör Etkisi: Havayolu Endüstrisinde X ve Y Kuşağı Üzerine Bir Araştırma. IBR. 2019;48(2):335-6.