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Çevreci Değerin Tekrar Satın Alma Üzerindeki Etkisinde Kurumsal Çevreci İmajın Aracı Rolü: Havayolu Yolcuları Üzerine Bir Araştırma

Year 2021, Volume: 6 Issue: 14, 142 - 155, 28.02.2021
https://doi.org/10.25204/iktisad.842156

Abstract

Bu çalışmada havayolu yolcu taşımacılığında çevreci değerin kurumsal çevreci imaj ve tekrar satın alma üzerindeki etkisi araştırılmıştır. Ayrıca kurumsal çevreci imajın tekrar satın almaya doğrudan ve dolaylı etkileri incelenmiştir. Bu amaçla Gaziantep havalimanından seyahat eden 465 yolcudan anket yoluyla veri toplanmış ve SPSS Process Macro yöntemiyle analiz edilmiştir. Analiz sonucunda çevreci değerin kurumsal çevreci imaj ve tekrar satın almayı pozitif yönde etkilediği bulunmuştur. Böylelikle yüksek çevreci değer algılayan yolcuların daha yüksek kurumsal çevreci imaj algılayacağı ve tekrar satın almaya daha eğilimli olacakları ispatlanmıştır. Ayrıca kurumsal çevreci imajın tekrar satın almayı pozitif yönde anlamlı olarak etkilemiş olması çevreci yaklaşımlar açısından tatmin olan yolcuların bu deneyimi tekrar yaşamak isteyebileceklerini gösterilmiştir.

References

  • Ariffin, S., Yusof, J.M., Putita, L. & Shaha, M.I.A. (2016). Factors Influencing Perceived Quality and Repurchase Intention Towards Green Products. Procedia Economics and Finance, 37, 391-396.
  • Bayram N. (2013). Yapısal Eşitlik Modellemesine Girişi Amos Uygulamaları (2. Baskı). Bursa. Ezgi Kitabevi.
  • Biloslavo, R. & Trnavcevic, A. (2009). Web Sites as Tools of Communication of a “Green”Company. Management Decision, 47(7), 1158-1173.
  • Bravo, R., Montaner T. & Pina, J.M. (2009). The Role of Bank Image for Customers Versus Non-Customers. International Journal of Bank Marketing, 27(4), 315–334.
  • Chen, Y.S. (2008). The Driver of Green Innovation and Green Image: Green Competence. Journal of Business Ethics, 81(3), 531–540.
  • Chen, Y. S. (2010). The Drivers of Green Brand Equity, Green Brand Image, Green Satisfaction, and Green Trust. Journal of Business Ethics, 93(2), 307–319.
  • Cheng, B. & Abdul, Z. (2013). Service Quality and the Mediating Effect of Corporate Image on the Relationship between Customer Satisfaction and Customer Loyalty in the Malaysian Hotel Industry. Gadjah Mada International Journal of Business, 15(2), 99-112.
  • Civelek, E. (2018). Yapısal eşitlik modellemesi metodolojisi (1. Baskı). İstanbul. Beta Yayın
  • D’Souza, C., Taghian, M., Lamb, P. & Peretiatkos, R. (2006). Green Products and Corporatestrategy: An Empirical Investigation. Society and Business Review, 1(2), 146. DHMİ, (2019). Yolcu İstatistikleri. URL, (ET:19.02.2021).
  • Doszhanov, A., & Ahmad, Z.A. (2015). Customers’ Intention to Use Green Products: The Impact of Green Brand Dimensions and Green Percevied Value. EDP Sciences, 2-16.
  • Emgin, Ö. & Türk, Z. (2004). Yeşil pazarlama (green marketing). Mevzuat Dergisi, 78, 11-25.
  • Finisterra do Paço, A. M., Raposo, M. L. B. & Filho, W. L. (2009). Identifying the Green Consumer: A Segmentation Study. Journal of Targeting, Measurement and Analysis for Marketing, 17(1), 17-25.
  • Fornell, C., & Larcker, D.F. (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research, 18(1), 39-50.
  • Gürbüz, S. (2019). Sosyal Bilimlerde Aracı, Düzenleyici ve Durumsal Etki Analizleri. Ankara: Seçkin Yayınevi.
  • Hagmann, C, Semeijn, J. & Vellenga, D.B. (2015). Exploring the Green Image of Airlines: Passenger Perceptions and Airline Choice. Journal of Air Transport Management, 43, 37-45.
  • Hassan, S., Shamsudin, M. F., Hasim, M. A., Mustapha, I., Jaafar, J., Adruthdin, K. F., & Ahmad, R. (2019). Mediating Effect of Corporate Image and Students’ Satisfaction on the Relationship Between Service Quality and Students’ Loyalty in TVET HLIs. Asian Academy of Management Journal, 24, 93-105.
  • Hayes, A. F. (2018). Introduction to Mediation, Moderation, and Conditional Process Analysis: A Regression-Based Approach (2nd ed.). New York, NY: Guilford Press.
  • Hellier, P.K., Geursen, G.M., Carr, R.A. & Rickard, J.A. (2003). Customer Repurchase Intention: A General Structural Equation Model. European Journal of Marketing, 37(11), 1762-1800.
  • Lam, A.Y.C., Lau, M.M. & Cheung, R. (2016). Modelling the Relationship Among Green Perceived Value, Green Trust, Satisfaction and Repurchase Intention of Green Products. Contemporary Management Research, 12(1), 47-60.
  • Mayer, R. M. J., Ryley, T. & Gillingwater, D. (2012). Passenger Perceptions of the green Image Associated with Airlines. Journal of Transport Geography, 22, 179-186.
  • Niu, S.Y., Liu, C.H., Chang, C.C. & Ye, K.D. (2016). What are Passenger Perspectives Regarding Airlines' Environmental Protection? An Empirical Investigation in Taiwan. Journal of Air Transport Management, 55, 84-92.
  • Sadiartha, A.A.N.G. & Darmiyanti, N.L. (2019). The Role of Corporate Image in Mediating the Effect of Service Quality on Buying Decision for a Retail Outlet in Bali. Expert Journal of Marketing, 7(1), 20-30.
  • Ruiz, D.T., Gremler, D.D., Washburn, J.H. & Carrión G.C. (2008). Service Value Revisited: Specifying a Higher-Order, Formative Measure. Journal of Business Research, 61, 1278-1291.
  • Villanueva-Ponce, R., Garcia-Alcaraz, J.L. & Cortes-Robles, G. (2015). Impact of Suppliers’ Green Attributes in Corporate İmage and Financial Profit: Case Maquiladora Industry. Int J. Advanced Manufacturing Technology, 80, 1277–1296.
  • Waitz, I., Townsend, J., Cutcher-Gershenfeld, J., Greitzer, E. & Kerrebrock, J. (2004). Report to the United States Congress Aviation and the Environment: A National Vision Statement, Framework for Goals and Recommended Actions. Cambridge: Massachusetts Institute of Technology.
  • Widyastuti, S., Said, M., Siswono, S. & Firmansyah, D.A. (2019). Consumer Trust Through Green Corporate Image, Green Marketing Strategy, and Social Responsibility: A Case Study. European Research Studies Journal, 22(2), 83-99
  • Wu, H.C., Cheng C.C & Ai, C.H. (2018). An Empirical Analysis of Green Switching Intentions in the Airline Industry. Journal of Environmental Planning and Management, 61(8), 1438-1468.
  • Yadav, R., Kumar Dokania, A. & Swaroop Pathak, G. (2016). The Influence of Green Marketing Functions in Building Corporate Image: Evidences from Hospitality Industry in a Developing Nation. International Journal of Contemporary Hospitality Management, 28(10), 2178-2196.
  • Yıldız, B. & Çiğdem, Ş. (2018). Havayolu Hizmet Kalitesinin Müşteri Memnuniyeti Üzerindeki Etkisinin Yapısal Eşitlik Modeli ile Analizi. Bingöl Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 8(16), 235-354.

The Mediating Role of Corporate Green Image in The Effect of Green Value on Repurchase: A Research on Airway Passengers

Year 2021, Volume: 6 Issue: 14, 142 - 155, 28.02.2021
https://doi.org/10.25204/iktisad.842156

Abstract

In this study, the effect of environmental value on corporate environmental image and repurchase in airline passenger transportation was investigated. In addition, the direct and indirect effects of corporate environmental image on repurchase were examined. For this purpose, data was collected through a questionnaire from 465 passengers traveling from Gaziantep airport and analysed with the SPSS Process Macro method. The result of the analysis showed that environmental value positively affects corporate environmental image and repurchase. Thus, it has been proven that passengers who perceive high environmental value will perceive a higher corporate environmental image and will be more inclined to repurchase. In addition, since the corporate environmental image has positively affected repurchase, it was shown that passengers who are satisfied in terms of environmentalist approaches may want to experience this experience again.

References

  • Ariffin, S., Yusof, J.M., Putita, L. & Shaha, M.I.A. (2016). Factors Influencing Perceived Quality and Repurchase Intention Towards Green Products. Procedia Economics and Finance, 37, 391-396.
  • Bayram N. (2013). Yapısal Eşitlik Modellemesine Girişi Amos Uygulamaları (2. Baskı). Bursa. Ezgi Kitabevi.
  • Biloslavo, R. & Trnavcevic, A. (2009). Web Sites as Tools of Communication of a “Green”Company. Management Decision, 47(7), 1158-1173.
  • Bravo, R., Montaner T. & Pina, J.M. (2009). The Role of Bank Image for Customers Versus Non-Customers. International Journal of Bank Marketing, 27(4), 315–334.
  • Chen, Y.S. (2008). The Driver of Green Innovation and Green Image: Green Competence. Journal of Business Ethics, 81(3), 531–540.
  • Chen, Y. S. (2010). The Drivers of Green Brand Equity, Green Brand Image, Green Satisfaction, and Green Trust. Journal of Business Ethics, 93(2), 307–319.
  • Cheng, B. & Abdul, Z. (2013). Service Quality and the Mediating Effect of Corporate Image on the Relationship between Customer Satisfaction and Customer Loyalty in the Malaysian Hotel Industry. Gadjah Mada International Journal of Business, 15(2), 99-112.
  • Civelek, E. (2018). Yapısal eşitlik modellemesi metodolojisi (1. Baskı). İstanbul. Beta Yayın
  • D’Souza, C., Taghian, M., Lamb, P. & Peretiatkos, R. (2006). Green Products and Corporatestrategy: An Empirical Investigation. Society and Business Review, 1(2), 146. DHMİ, (2019). Yolcu İstatistikleri. URL, (ET:19.02.2021).
  • Doszhanov, A., & Ahmad, Z.A. (2015). Customers’ Intention to Use Green Products: The Impact of Green Brand Dimensions and Green Percevied Value. EDP Sciences, 2-16.
  • Emgin, Ö. & Türk, Z. (2004). Yeşil pazarlama (green marketing). Mevzuat Dergisi, 78, 11-25.
  • Finisterra do Paço, A. M., Raposo, M. L. B. & Filho, W. L. (2009). Identifying the Green Consumer: A Segmentation Study. Journal of Targeting, Measurement and Analysis for Marketing, 17(1), 17-25.
  • Fornell, C., & Larcker, D.F. (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research, 18(1), 39-50.
  • Gürbüz, S. (2019). Sosyal Bilimlerde Aracı, Düzenleyici ve Durumsal Etki Analizleri. Ankara: Seçkin Yayınevi.
  • Hagmann, C, Semeijn, J. & Vellenga, D.B. (2015). Exploring the Green Image of Airlines: Passenger Perceptions and Airline Choice. Journal of Air Transport Management, 43, 37-45.
  • Hassan, S., Shamsudin, M. F., Hasim, M. A., Mustapha, I., Jaafar, J., Adruthdin, K. F., & Ahmad, R. (2019). Mediating Effect of Corporate Image and Students’ Satisfaction on the Relationship Between Service Quality and Students’ Loyalty in TVET HLIs. Asian Academy of Management Journal, 24, 93-105.
  • Hayes, A. F. (2018). Introduction to Mediation, Moderation, and Conditional Process Analysis: A Regression-Based Approach (2nd ed.). New York, NY: Guilford Press.
  • Hellier, P.K., Geursen, G.M., Carr, R.A. & Rickard, J.A. (2003). Customer Repurchase Intention: A General Structural Equation Model. European Journal of Marketing, 37(11), 1762-1800.
  • Lam, A.Y.C., Lau, M.M. & Cheung, R. (2016). Modelling the Relationship Among Green Perceived Value, Green Trust, Satisfaction and Repurchase Intention of Green Products. Contemporary Management Research, 12(1), 47-60.
  • Mayer, R. M. J., Ryley, T. & Gillingwater, D. (2012). Passenger Perceptions of the green Image Associated with Airlines. Journal of Transport Geography, 22, 179-186.
  • Niu, S.Y., Liu, C.H., Chang, C.C. & Ye, K.D. (2016). What are Passenger Perspectives Regarding Airlines' Environmental Protection? An Empirical Investigation in Taiwan. Journal of Air Transport Management, 55, 84-92.
  • Sadiartha, A.A.N.G. & Darmiyanti, N.L. (2019). The Role of Corporate Image in Mediating the Effect of Service Quality on Buying Decision for a Retail Outlet in Bali. Expert Journal of Marketing, 7(1), 20-30.
  • Ruiz, D.T., Gremler, D.D., Washburn, J.H. & Carrión G.C. (2008). Service Value Revisited: Specifying a Higher-Order, Formative Measure. Journal of Business Research, 61, 1278-1291.
  • Villanueva-Ponce, R., Garcia-Alcaraz, J.L. & Cortes-Robles, G. (2015). Impact of Suppliers’ Green Attributes in Corporate İmage and Financial Profit: Case Maquiladora Industry. Int J. Advanced Manufacturing Technology, 80, 1277–1296.
  • Waitz, I., Townsend, J., Cutcher-Gershenfeld, J., Greitzer, E. & Kerrebrock, J. (2004). Report to the United States Congress Aviation and the Environment: A National Vision Statement, Framework for Goals and Recommended Actions. Cambridge: Massachusetts Institute of Technology.
  • Widyastuti, S., Said, M., Siswono, S. & Firmansyah, D.A. (2019). Consumer Trust Through Green Corporate Image, Green Marketing Strategy, and Social Responsibility: A Case Study. European Research Studies Journal, 22(2), 83-99
  • Wu, H.C., Cheng C.C & Ai, C.H. (2018). An Empirical Analysis of Green Switching Intentions in the Airline Industry. Journal of Environmental Planning and Management, 61(8), 1438-1468.
  • Yadav, R., Kumar Dokania, A. & Swaroop Pathak, G. (2016). The Influence of Green Marketing Functions in Building Corporate Image: Evidences from Hospitality Industry in a Developing Nation. International Journal of Contemporary Hospitality Management, 28(10), 2178-2196.
  • Yıldız, B. & Çiğdem, Ş. (2018). Havayolu Hizmet Kalitesinin Müşteri Memnuniyeti Üzerindeki Etkisinin Yapısal Eşitlik Modeli ile Analizi. Bingöl Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 8(16), 235-354.
There are 29 citations in total.

Details

Primary Language Turkish
Subjects Business Administration
Journal Section Research Papers
Authors

Ahmet Çetindaş 0000-0003-2262-4204

Gülendam Sevinç Kaya 0000-0001-5946-0392

Publication Date February 28, 2021
Submission Date December 17, 2020
Published in Issue Year 2021 Volume: 6 Issue: 14

Cite

APA Çetindaş, A., & Sevinç 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
AMA Çetindaş A, Sevinç Kaya G. Çevreci Değerin Tekrar Satın Alma Üzerindeki Etkisinde Kurumsal Çevreci İmajın Aracı Rolü: Havayolu Yolcuları Üzerine Bir Araştırma. JEBUPOR. February 2021;6(14):142-155. doi:10.25204/iktisad.842156
Chicago Çetindaş, Ahmet, and Gülendam Sevinç Kaya. “Çevreci Değerin Tekrar Satın Alma Üzerindeki Etkisinde Kurumsal Çevreci İmajın Aracı Rolü: Havayolu Yolcuları Üzerine Bir Araştırma”. İktisadi İdari Ve Siyasal Araştırmalar Dergisi 6, no. 14 (February 2021): 142-55. https://doi.org/10.25204/iktisad.842156.
EndNote Çetindaş A, Sevinç Kaya G (February 1, 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.
IEEE A. Çetindaş and G. Sevinç Kaya, “Çevreci Değerin Tekrar Satın Alma Üzerindeki Etkisinde Kurumsal Çevreci İmajın Aracı Rolü: Havayolu Yolcuları Üzerine Bir Araştırma”, JEBUPOR, vol. 6, no. 14, pp. 142–155, 2021, doi: 10.25204/iktisad.842156.
ISNAD Çetindaş, Ahmet - Sevinç Kaya, Gülendam. “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 (February 2021), 142-155. https://doi.org/10.25204/iktisad.842156.
JAMA Çetindaş A, Sevinç Kaya G. Çevreci Değerin Tekrar Satın Alma Üzerindeki Etkisinde Kurumsal Çevreci İmajın Aracı Rolü: Havayolu Yolcuları Üzerine Bir Araştırma. JEBUPOR. 2021;6:142–155.
MLA Çetindaş, Ahmet and Gülendam Sevinç Kaya. “Çevreci Değerin Tekrar Satın Alma Üzerindeki Etkisinde Kurumsal Çevreci İmajın Aracı Rolü: Havayolu Yolcuları Üzerine Bir Araştırma”. İktisadi İdari Ve Siyasal Araştırmalar Dergisi, vol. 6, no. 14, 2021, pp. 142-55, doi:10.25204/iktisad.842156.
Vancouver Çetindaş A, Sevinç Kaya G. Çevreci Değerin Tekrar Satın Alma Üzerindeki Etkisinde Kurumsal Çevreci İmajın Aracı Rolü: Havayolu Yolcuları Üzerine Bir Araştırma. JEBUPOR. 2021;6(14):142-55.