Hizmet kalitesi, müşteri memnuniyeti ve yeniden satın alma ilişkisi: PLS-SEM yaklaşımı ile kanıtlar

Year 2025, Issue: 40, 160 - 174, 15.10.2025

Barış Armutçu

Abstract

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.

Keywords

Müşteri memnuniyeti , Hizmet kalitesi , Satın alma niyeti , Havacılık sektörü , Yapısal eşitlik modeli

The Relationship Between Service Quality, Customer Satisfaction and Repurchase: Evidence from A PLS-SEM Approach

Abstract

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.

Keywords

Customer satisfaction , Service quality , Purchase intention , Aviation industry , Structural equation modeling

Ethical Statement

Alındı

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