Year 2017, Volume 2 , Issue 6, Pages 11 - 29 2017-10-15

Modeling Service Quality, Customer Satisfaction and Behavioral Intentions in Airline Industry: A SEM Approach
Hava Yolu Endüstrisinde Hizmet Kalitesi, Müşteri Memnuniyeti ve Davranışsal Niyetlerin Modellenmesi: Yapısal Eşitlik Modellemesi Yaklaşımı

Kübra Şimşek [1] , Orkun Demirbağ [2]


Recently, the customer structure and their expectations are changed in the airline industry same as the other service industries with changed conditions by technology, quality of living etc. Due to changing expectations for service quality and new market structure, airline companies will be able to provide a competitive advantage through meeting customers' expectations with high satisfaction and understanding the changing market. In this context, the aim of this study is identifying the determinants of airline service quality perceived by customers; reveal the effects of perceived service quality on customer satisfaction, and effects of customer satisfaction on behavioral intentions of customers, simultaneously by using a conceptual model. Perceived service quality dimensions used in this research are developed on the basis of the AIRQUAL and SERVPERF models. Unlike existing studies, the study also posits perceived service quality, customer satisfaction and behavioral intentions in a single model.  The sample of this research comprises the passengers who had flown on any of the national airlines of Turkey in the recent year and they are selected using non-probability judgmental sampling technique. Structural equation modeling is performed to confirm reliability and validity of the measures and examine the structural relationships between constructs. According to obtained results, image that is one of the dimensions of perceived service quality is the strongest significant determinant of customer satisfaction. Also, word-of-mouth and repurchase intention are significantly and positively influenced by customer satisfaction. However, the relationship between customer satisfaction and negative feedbacks of the customers is found positive contrary to proposed hypothesis. As well as the supportive findings of previous research, this study raises a critical question regarding the relationship between customer satisfaction and negative feedbacks for further research to focus on. 

Son yıllarda hava yolu endüstrisinde teknoloji ve yaşam kalitesindeki değişen koşullar dolayısıyla müşteri yapısı ve beklentileri, diğer hizmet endüstrilerinde olduğu gibi değişikliğe uğramıştır. Hizmet kalitesi ve yeni piyasa yapısına yönelik beklentiler değiştikçe havayolu şirketleri de müşterilerin beklentilerini yüksek memnuniyetle karşılayarak ve değişen piyasa koşullarını anlayarak rekabet avantajı sağlayabileceklerdir. Bu bağlamda, bu çalışmanın amacı, müşteriler tarafından algılanan havayolu hizmet kalitesinin boyutlarını belirlemek; algılanan hizmet kalitesinin müşteri memnuniyeti üzerindeki etkilerini ve müşteri memnuniyetinin müşterilerin davranışsal niyetlerine olan etkilerini kavramsal bir model kullanarak eşzamanlı olarak ortaya koymaktadır. Bu araştırmada kullanılan algılanan hizmet kalitesi boyutları AIRQUAL ve SERVPERF modelleri temel alınarak geliştirilmiştir. Mevcut çalışmalardan farklı olarak, bu çalışma, algılanan hizmet kalitesini, müşteri memnuniyetini ve davranışsal niyetleri tek bir modelde saptamaktadır. Bu araştırmanın örneklemi, son bir yıldır Türkiye'nin ulusal hava yollarından herhangi biriyle uçmuş olan yolcuları içermekte olup, örneklem seçimi yargısal örnekleme yöntemi ile yapılmıştır. Yapısal eşitlik modellemesi, ölçütlerin güvenilirliğini ve geçerliğini doğrulamak ve yapılar arasındaki ilişkileri incelemek için uygulanmaktadır. Çalışmadan elde edilen sonuçlara göre, algılanan hizmet kalitesinin boyutlarından biri olan imaj, müşteri memnuniyetinin en önemli belirleyicisidir. Ayrıca, müşteri memnuniyeti; kulaktan kulağa yayma ve tekrar satın alma davranışını önemli ölçüde olumlu etkilemektedir. Bununla birlikte, müşteri memnuniyeti ve müşterilerin olumsuz geri bildirimleri arasındaki ilişki önerilen hipoteze zıt olarak bulunmuştur. Bu araştırma, daha önceki araştırmalara destekleyici bulgular sağlamanın yanı sıra, daha ileri araştırmalar için müşteri memnuniyeti ve olumsuz geri bildirimler arasındaki ilişki konusunda kritik bir soruyu gündeme getirmektedir.

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Subjects Science
Journal Section Articles
Authors

Author: Kübra Şimşek
Institution: İSTANBUL TEKNİK ÜNİVERSİTESİ
Country: Turkey


Author: Orkun Demirbağ
Institution: GÜMÜŞHANE ÜNİVERSİTESİ
Country: Turkey


Dates

Publication Date : October 15, 2017

Bibtex @research article { isrjournal341694, journal = {The Journal of International Scientific Researches}, issn = {2458-8725}, address = {}, publisher = {Salih YILDIZ}, year = {2017}, volume = {2}, pages = {11 - 29}, doi = {10.23834/isrjournal.341694}, title = {Modeling Service Quality, Customer Satisfaction and Behavioral Intentions in Airline Industry: A SEM Approach}, key = {cite}, author = {Şimşek, Kübra and Demirbağ, Orkun} }
APA Şimşek, K , Demirbağ, O . (2017). Modeling Service Quality, Customer Satisfaction and Behavioral Intentions in Airline Industry: A SEM Approach. The Journal of International Scientific Researches , 2 (6) , 11-29 . DOI: 10.23834/isrjournal.341694
MLA Şimşek, K , Demirbağ, O . "Modeling Service Quality, Customer Satisfaction and Behavioral Intentions in Airline Industry: A SEM Approach". The Journal of International Scientific Researches 2 (2017 ): 11-29 <https://dergipark.org.tr/en/pub/isrjournal/issue/31368/341694>
Chicago Şimşek, K , Demirbağ, O . "Modeling Service Quality, Customer Satisfaction and Behavioral Intentions in Airline Industry: A SEM Approach". The Journal of International Scientific Researches 2 (2017 ): 11-29
RIS TY - JOUR T1 - Modeling Service Quality, Customer Satisfaction and Behavioral Intentions in Airline Industry: A SEM Approach AU - Kübra Şimşek , Orkun Demirbağ Y1 - 2017 PY - 2017 N1 - doi: 10.23834/isrjournal.341694 DO - 10.23834/isrjournal.341694 T2 - The Journal of International Scientific Researches JF - Journal JO - JOR SP - 11 EP - 29 VL - 2 IS - 6 SN - 2458-8725- M3 - doi: 10.23834/isrjournal.341694 UR - https://doi.org/10.23834/isrjournal.341694 Y2 - 2017 ER -
EndNote %0 The Journal of International Scientific Researches Modeling Service Quality, Customer Satisfaction and Behavioral Intentions in Airline Industry: A SEM Approach %A Kübra Şimşek , Orkun Demirbağ %T Modeling Service Quality, Customer Satisfaction and Behavioral Intentions in Airline Industry: A SEM Approach %D 2017 %J The Journal of International Scientific Researches %P 2458-8725- %V 2 %N 6 %R doi: 10.23834/isrjournal.341694 %U 10.23834/isrjournal.341694
ISNAD Şimşek, Kübra , Demirbağ, Orkun . "Modeling Service Quality, Customer Satisfaction and Behavioral Intentions in Airline Industry: A SEM Approach". The Journal of International Scientific Researches 2 / 6 (October 2017): 11-29 . https://doi.org/10.23834/isrjournal.341694
AMA Şimşek K , Demirbağ O . Modeling Service Quality, Customer Satisfaction and Behavioral Intentions in Airline Industry: A SEM Approach. ISRjournal. 2017; 2(6): 11-29.
Vancouver Şimşek K , Demirbağ O . Modeling Service Quality, Customer Satisfaction and Behavioral Intentions in Airline Industry: A SEM Approach. The Journal of International Scientific Researches. 2017; 2(6): 29-11.