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Havayolu Taşımacılığında Yerli ve Yabancı Yolcuların Memnuniyet Düzeylerine Göre Beklentilerinin İncelenmesi

Year 2007, Issue: 13, 152 - 175, 01.06.2007

Abdullah Okumuş Hilal Asil

Abstract

Bu çalışmada hava yolu yolcularının beklentilerinin memnuniyet düzeylerine göre farklılık gösterip göstermediği incelenmiş ve her iki grup yolcuların sosyo demografik özelliklerinin farklılıkları belirlenmiştir. Bu amaçlar doğrultusunda yolcuların memnuniyetleri üzerinde etkili olan faktörlerin farklılıkları diskriminant analizi ile incelenmiştir. Ayrıca ki-kare testi ile iki farklı yolcu grubunun sosyo-demografik özelliklerinin farklılığı belirlenmeye çalışılmıştır. Araştırmada hatalı ve eksik doldurulan anketler çıkartıldıktan sonra toplam 511 anket analize dahil edilmiştir. Bu analizler sonucu, yerli yolcuların genel memnuniyetleri üzerinde etkili olan faktörler önem sıralarına göre fiziksel unsurlar ve empati faktörleridir. Yabancı yolcuların genel memnuniyetleri üzerinde etkisi olan faktörler yine önem sıralarına göre güvenilir personel, anında hizmet, müşteriyi tanıma/anlama ve inanılırlık faktörleridir. Bu çalışma ile farklı yolcuların genel memnuniyetlerinin değişik faktörlerden etkileneceği görülmekte ve karar vericilerin farklı hedef gruplarına uygun olarak stratejik kararlarını belirlemelerinin gerekliliği görülmektedir

Keywords

Havayolları Müşteri Memnuniyeti Hizmet Kalitesi Hizmet Pazarlaması Kültürel Farklılıklar Diskriminant Analizi

References

  • Arishee, J. H. (2000), Personal and Cultural Values as Factors in User Satisfaction: A Comparative Study of Users of Library Services (yayınlanmamış doktora tezi), Univer- sity of Pittsburgh.
  • Bitner, Mary Jo (1990), “Evaluating Service Encounters: The Effects of Physical Surround- ings and Employee Responses”, Journal of Marketing, 54 (April): 69-82.
  • Bitner, Mary Jo, Bernard H. Booms ve Lois A. Mohr (1994), “Critical Service Encounters: The Employee’s Viewpoint”, Journal of Marketing, 58 (October), 95-106.
  • Bolton, Ruth N., Drew, James H. (1991a), “A Multistage Model of Customers' Assessments of Service Quality and Value”, Journal of Consumer Research, Vol. 17, Iss. 4: 375-385.
  • Bolton, Ruth N., Drew, James H. (1991b), “A Longitudinal Analysis of the Impact of Service Changes on Customer Attitudes”, Journal of Marketing, Vol. 55, Iss. 1: 1-10.
  • Carman, James (1990), “Consumer Perceptions of Service Quality: An Assessment of The SERVQUAL Dimensions”, Journal of Retailing, 66 (Spring): 33-41.
  • Clark, Terry, Rajaratnam, Daniel, Smith, Timothy, (1996), “Toward A Theory of Interna- tional Services: Marketing Intangibles in A World of Nations”, Journal of International Marketing, Vol. 4, Iss. 2: 9-28.
  • Cronin, J. Joseph, Taylor Steven A. (1992), “Measuring Service Quality: A Reexamination and Extension,” Journal of Marketing, Jul, Vol. 56, pp. 55-68.
  • Cronin, J.Joseph ve Taylor Steven A. (1994), “SERVPERF versus SERVQUAL: Reconciling Performance Based and Perceptions Minus Measurement of Service Quality,” Journal of Marketing, Jan, Vol. 58, pp. 125-134.
  • Dabholkar, Pratibha A., Thorpe, Dayle I., Rentz, Joseph O. (1996), “A Measure of Service Quality for Retail Stores: Scale Development and Validation,” Journal of the Academy of Marketing Science, , Vol.24, No.1, pp.3-16.
  • Day, R. L. (1977), “Extending the Concept of Consumer Satisfaction”, Atlanta: Association of Consumer Research, 4: 149-154.
  • De Cenzo, David A. ve Stephen P. Robbins (1996), Human Resource Management, 5th ed., New York: John Wiley & Sons, Inc.
  • Devlet Planlama Teşkilatı (DPT) (2001), Sekizinci Beş Yıllık Kalkınma Planı, 2001-2005: U- laştırma Özel İhtisas Komisyonu Raporu Havayolu Ulaştırma Alt Komisyon Raporu, Anka- ra: DPT:2584, ÖİK:596.
  • Donthu, N. ve Yoo, B. (1998), “Cultural Influences on Service Quality Expectations”, Jour- nal of Service Research, Vol. 1, No. 2: 178-86.
  • Edvardsson, B., Gustavsson, B. ve Riddle, P.I. (1989), “An Expanded Model of the Service Encounter with Emphasis on Cultural Context: CTF Research Centre”, Research Report, No. 89, University of Karlstad, Karlstad.
  • Finn, David W., Lamb, Charles W. (1991), “An Evaluation of the SERVQUAL Scales in A Re- tail Setting,” Advances in Consumer Research, , Vol. 8, pp. 483-490.
  • Fisk, Raymond P, Brown, Stephen W, Bitner, Mary Jo (1993), “Tracking the Evolution of the Services Marketing Literature”, Journal of Retailing, Vol. 69, Iss. 1: 61-103.
  • Fugate D. L. ve Zimmerman A. (1996), “International Services Marketing: A Review of Structural Barriers, Regulatory Limitations, and Marketing Responses”, Journal of Pro- fessional Services Marketing, Vol. 13, Iss. 2: 33-58.
  • Hofstede G. (1980), Culture’s Consequences: International Differences in Work-Related Values, Beverly Hills, CA:Sage, 1980
  • Karciga, B. (2003), “Zincir Perakendeci Yapı Market Müşterilerinin Hizmet Kalitesi Değer- lendirmeleri Ve Mağazaya İlişkin Değerlendirmeler İle Tekrar Alışveriş Yapma Niyeti Arasındaki İlişki Üzerine Pilot Bir Araştırma” (yayınlanmamış yükseklisans tezi), İstan- bul Üniversitesi
  • Kassem, M. S. (1989), “Commentary: Services Marketing: The Arabian Gulf Experience”, The Journal of Services Marketing, Vol. 3, Iss. 3: 61-71.
  • Kavak, Bahtışen (1996), “Hizmet Sektöründe Konumlandırma: Türk Ticaret Bankacılığı Sek- töründe Konumlandırma Faaliyetlerinin Müşteri Tutum ve Beklentileri Açısından Değer- lendirilmesi”, (Yayınlanmamış Doktora Tezi), Şubat, Ankara: Hacettepe Üniversitesi S.B.E.
  • Kettinger, W. J., Lee, C. C. ve Lee, S. (1995), “Global Measures of Information Service Quality: A Cross-National Study“, Decision Sciences, Vol. 26, No. 5: 569-88.
  • Knight, G. (1999), “International Services Marketing: Review of Research, 1980-1998”, The Journal of Services Marketing, Vol. 13, Iss. 4/5: 347.
  • Koontz, Harold, Cyril O’Donnell ve Heinz Weihrich (1986), Essentials of Management, New York: McGraw-Hill, Inc.
  • Kotler, Philip ve Gary Armstrong (1997), Marketing: An Introduction, 4th ed., New Jersey: Prentice Hall International, Inc.
  • Lewis, Robert C. ve Michael Nightingale (1991), “Targeting Service to Your Customer”, The Cornell H.R.A. Quarterly, 32 (August), 18-27.
  • Lovelock, Christopher H. (1996), Services Marketing, 3rd ed., Englewood Cliffs, New Jer- sey: Prentice Hall International, Inc.
  • Malhotra, N. K., Ulgado F. M., Agarwal J. ve Baalbaki, I. B. (1994), “International Services Marketing: A Comparative Evaluation of the Dimensions of Service Quality Between De- veloped and Developing Countries”, International Marketing Review, Vol. 11, Iss. 2: 5-15.
  • Malhotra, N. K., F. M. Ulgado, J. Agarwal, G. Shainesh, L. Wu (2005), “Dimensions of Ser- vice Quality in Developed and Developing Economies: Multi-Country Cross-Cultural Com- parisons”, International Marketing Review, Vol. 22, Iss. 3: 256-278.
  • Ofir C. ve Simonson I. (2001), “In Search of Negative Customer Feedback: The effect of Expecting to Evaluate on Satisfaction Evaluations”, JMR, Journal of Marketing Re- search, 38, 2: 170.
  • Parasuraman, A., Valarie A. Zeithaml ve Leonard L. Berry (1985), “A Conceptual Model of Service Quality and Its Implications for Future Research”, Journal of Marketing, 49 (Fall): 41-50.
  • Parasuraman, A., Valarie A. Zeithaml ve Leonard L. Berry (1988), “SERVQUAL: A Multi- ple-Item Scale for Measuring Consumer Perceptions of Service Quality”, Journal of Re- tailing, 64 (Spring): 38-40.
  • Parasuraman, A., Leonard L. Berry ve Valerie A. Zeithaml (1991), “Understanding Customer Expectations of Service”, Sloan Management Review, 32 (Spring): 39-48.
  • Parasuraman, A, Berry, Leonard L, Zeithaml, Valarie A. (1993), “Research Note: More on Improving Quality Measurement”, Journal of Retailing, Vol. 69, Iss. 1: 140-147.
  • Stauss, B. ve Mang, P. (1999), “Culture Shocks’ in Inter Cultural Service Encounters?”, Journal of Service Marketing, Vol. 13, Nos. 4/5: 450-81.
  • Winsted, K. F. (1997a), “The Service Experience in Two Cultures: A Behavioural Perspec- tive”, Journal of Retailing, Vol. 73, No. 3: 337-60.
  • Winsted, K.F. (1997b), “Service Encounter Expectations: A Cross-Culture Analysis”, Jour- nal of Transnational Management Development, Vol. 2, No. 4: 5-13.
  • Witkowski T. H. ve Wolfinbarger M. F. (2002), “Comparative Service Quality: German and American Ratings Across Service Settings”, Journal of Business Research, Vol. 55, Iss. 11: 875.
  • Woodroof, H. (1995), Service Marketing, London: Pitman Publisihing.
  • World Bank (2006), “2006 World Development Indicators”, The World Bank, New York, NY.
  • Zeithaml, V., A. Parasuraman, L. Berry (1985), “Problems and Strategies in Services Mar- keting”, Journal of Marketing, 49 (Spring), 33-46.
  • Zeithaml, Valerie A., Leonard L. Berry ve A. Parasuraman (1988), “Communication and Con- trol Processes in the Delivery of Service Quality”, Journal of Marketing, 49 (Spring), 33-46.
  • Zeithaml, Valarie A, Berry, Leonard L, Parasuraman, A. (1993), “The Nature and Determi- nants of Customer Expectations of Service”, Academy of Marketing Science Journal, Vol. 21, Iss. 1: 1-12.

Year 2007, Issue: 13, 152 - 175, 01.06.2007

Abdullah Okumuş Hilal Asil

Abstract

In this study, it is examined if the airline passengers’ expectations are
differed from their satisfaction levels. In addition to this, socio-demographic characteristics’
differences of both groups of passengers are determined. Discriminant
analysis is used to examine the differences among the factors, which affect airline
passengers’ satisfaction. Also chi-square test is used to determine the differences
between socio-demographic characteristics of domestic and foreign passengers. In
the research, total of 511 questionnaires are analyzed after eliminating incomplete
and inaccurate questionnaires. The results indicate that the factors that affect the
satisfaction level of domestic passengers are tangibles and empathy sequentially.
The factors that affect the satisfaction levels of foreign passengers are reliable
personnel, responsiveness, understanding and/or knowledge of customers, and credibility
sequentially. Results of our study revealed that different groups of airline
passengers’ satisfaction levels are affected by different factors and marketing
managers can formulate their strategies according to different passenger segments.

Keywords

Airlines Customer Satisfaction Service Quality Service Marketing Cultural Differences Discriminant Analysis

References

  • Arishee, J. H. (2000), Personal and Cultural Values as Factors in User Satisfaction: A Comparative Study of Users of Library Services (yayınlanmamış doktora tezi), Univer- sity of Pittsburgh.
  • Bitner, Mary Jo (1990), “Evaluating Service Encounters: The Effects of Physical Surround- ings and Employee Responses”, Journal of Marketing, 54 (April): 69-82.
  • Bitner, Mary Jo, Bernard H. Booms ve Lois A. Mohr (1994), “Critical Service Encounters: The Employee’s Viewpoint”, Journal of Marketing, 58 (October), 95-106.
  • Bolton, Ruth N., Drew, James H. (1991a), “A Multistage Model of Customers' Assessments of Service Quality and Value”, Journal of Consumer Research, Vol. 17, Iss. 4: 375-385.
  • Bolton, Ruth N., Drew, James H. (1991b), “A Longitudinal Analysis of the Impact of Service Changes on Customer Attitudes”, Journal of Marketing, Vol. 55, Iss. 1: 1-10.
  • Carman, James (1990), “Consumer Perceptions of Service Quality: An Assessment of The SERVQUAL Dimensions”, Journal of Retailing, 66 (Spring): 33-41.
  • Clark, Terry, Rajaratnam, Daniel, Smith, Timothy, (1996), “Toward A Theory of Interna- tional Services: Marketing Intangibles in A World of Nations”, Journal of International Marketing, Vol. 4, Iss. 2: 9-28.
  • Cronin, J. Joseph, Taylor Steven A. (1992), “Measuring Service Quality: A Reexamination and Extension,” Journal of Marketing, Jul, Vol. 56, pp. 55-68.
  • Cronin, J.Joseph ve Taylor Steven A. (1994), “SERVPERF versus SERVQUAL: Reconciling Performance Based and Perceptions Minus Measurement of Service Quality,” Journal of Marketing, Jan, Vol. 58, pp. 125-134.
  • Dabholkar, Pratibha A., Thorpe, Dayle I., Rentz, Joseph O. (1996), “A Measure of Service Quality for Retail Stores: Scale Development and Validation,” Journal of the Academy of Marketing Science, , Vol.24, No.1, pp.3-16.
  • Day, R. L. (1977), “Extending the Concept of Consumer Satisfaction”, Atlanta: Association of Consumer Research, 4: 149-154.
  • De Cenzo, David A. ve Stephen P. Robbins (1996), Human Resource Management, 5th ed., New York: John Wiley & Sons, Inc.
  • Devlet Planlama Teşkilatı (DPT) (2001), Sekizinci Beş Yıllık Kalkınma Planı, 2001-2005: U- laştırma Özel İhtisas Komisyonu Raporu Havayolu Ulaştırma Alt Komisyon Raporu, Anka- ra: DPT:2584, ÖİK:596.
  • Donthu, N. ve Yoo, B. (1998), “Cultural Influences on Service Quality Expectations”, Jour- nal of Service Research, Vol. 1, No. 2: 178-86.
  • Edvardsson, B., Gustavsson, B. ve Riddle, P.I. (1989), “An Expanded Model of the Service Encounter with Emphasis on Cultural Context: CTF Research Centre”, Research Report, No. 89, University of Karlstad, Karlstad.
  • Finn, David W., Lamb, Charles W. (1991), “An Evaluation of the SERVQUAL Scales in A Re- tail Setting,” Advances in Consumer Research, , Vol. 8, pp. 483-490.
  • Fisk, Raymond P, Brown, Stephen W, Bitner, Mary Jo (1993), “Tracking the Evolution of the Services Marketing Literature”, Journal of Retailing, Vol. 69, Iss. 1: 61-103.
  • Fugate D. L. ve Zimmerman A. (1996), “International Services Marketing: A Review of Structural Barriers, Regulatory Limitations, and Marketing Responses”, Journal of Pro- fessional Services Marketing, Vol. 13, Iss. 2: 33-58.
  • Hofstede G. (1980), Culture’s Consequences: International Differences in Work-Related Values, Beverly Hills, CA:Sage, 1980
  • Karciga, B. (2003), “Zincir Perakendeci Yapı Market Müşterilerinin Hizmet Kalitesi Değer- lendirmeleri Ve Mağazaya İlişkin Değerlendirmeler İle Tekrar Alışveriş Yapma Niyeti Arasındaki İlişki Üzerine Pilot Bir Araştırma” (yayınlanmamış yükseklisans tezi), İstan- bul Üniversitesi
  • Kassem, M. S. (1989), “Commentary: Services Marketing: The Arabian Gulf Experience”, The Journal of Services Marketing, Vol. 3, Iss. 3: 61-71.
  • Kavak, Bahtışen (1996), “Hizmet Sektöründe Konumlandırma: Türk Ticaret Bankacılığı Sek- töründe Konumlandırma Faaliyetlerinin Müşteri Tutum ve Beklentileri Açısından Değer- lendirilmesi”, (Yayınlanmamış Doktora Tezi), Şubat, Ankara: Hacettepe Üniversitesi S.B.E.
  • Kettinger, W. J., Lee, C. C. ve Lee, S. (1995), “Global Measures of Information Service Quality: A Cross-National Study“, Decision Sciences, Vol. 26, No. 5: 569-88.
  • Knight, G. (1999), “International Services Marketing: Review of Research, 1980-1998”, The Journal of Services Marketing, Vol. 13, Iss. 4/5: 347.
  • Koontz, Harold, Cyril O’Donnell ve Heinz Weihrich (1986), Essentials of Management, New York: McGraw-Hill, Inc.
  • Kotler, Philip ve Gary Armstrong (1997), Marketing: An Introduction, 4th ed., New Jersey: Prentice Hall International, Inc.
  • Lewis, Robert C. ve Michael Nightingale (1991), “Targeting Service to Your Customer”, The Cornell H.R.A. Quarterly, 32 (August), 18-27.
  • Lovelock, Christopher H. (1996), Services Marketing, 3rd ed., Englewood Cliffs, New Jer- sey: Prentice Hall International, Inc.
  • Malhotra, N. K., Ulgado F. M., Agarwal J. ve Baalbaki, I. B. (1994), “International Services Marketing: A Comparative Evaluation of the Dimensions of Service Quality Between De- veloped and Developing Countries”, International Marketing Review, Vol. 11, Iss. 2: 5-15.
  • Malhotra, N. K., F. M. Ulgado, J. Agarwal, G. Shainesh, L. Wu (2005), “Dimensions of Ser- vice Quality in Developed and Developing Economies: Multi-Country Cross-Cultural Com- parisons”, International Marketing Review, Vol. 22, Iss. 3: 256-278.
  • Ofir C. ve Simonson I. (2001), “In Search of Negative Customer Feedback: The effect of Expecting to Evaluate on Satisfaction Evaluations”, JMR, Journal of Marketing Re- search, 38, 2: 170.
  • Parasuraman, A., Valarie A. Zeithaml ve Leonard L. Berry (1985), “A Conceptual Model of Service Quality and Its Implications for Future Research”, Journal of Marketing, 49 (Fall): 41-50.
  • Parasuraman, A., Valarie A. Zeithaml ve Leonard L. Berry (1988), “SERVQUAL: A Multi- ple-Item Scale for Measuring Consumer Perceptions of Service Quality”, Journal of Re- tailing, 64 (Spring): 38-40.
  • Parasuraman, A., Leonard L. Berry ve Valerie A. Zeithaml (1991), “Understanding Customer Expectations of Service”, Sloan Management Review, 32 (Spring): 39-48.
  • Parasuraman, A, Berry, Leonard L, Zeithaml, Valarie A. (1993), “Research Note: More on Improving Quality Measurement”, Journal of Retailing, Vol. 69, Iss. 1: 140-147.
  • Stauss, B. ve Mang, P. (1999), “Culture Shocks’ in Inter Cultural Service Encounters?”, Journal of Service Marketing, Vol. 13, Nos. 4/5: 450-81.
  • Winsted, K. F. (1997a), “The Service Experience in Two Cultures: A Behavioural Perspec- tive”, Journal of Retailing, Vol. 73, No. 3: 337-60.
  • Winsted, K.F. (1997b), “Service Encounter Expectations: A Cross-Culture Analysis”, Jour- nal of Transnational Management Development, Vol. 2, No. 4: 5-13.
  • Witkowski T. H. ve Wolfinbarger M. F. (2002), “Comparative Service Quality: German and American Ratings Across Service Settings”, Journal of Business Research, Vol. 55, Iss. 11: 875.
  • Woodroof, H. (1995), Service Marketing, London: Pitman Publisihing.
  • World Bank (2006), “2006 World Development Indicators”, The World Bank, New York, NY.
  • Zeithaml, V., A. Parasuraman, L. Berry (1985), “Problems and Strategies in Services Mar- keting”, Journal of Marketing, 49 (Spring), 33-46.
  • Zeithaml, Valerie A., Leonard L. Berry ve A. Parasuraman (1988), “Communication and Con- trol Processes in the Delivery of Service Quality”, Journal of Marketing, 49 (Spring), 33-46.
  • Zeithaml, Valarie A, Berry, Leonard L, Parasuraman, A. (1993), “The Nature and Determi- nants of Customer Expectations of Service”, Academy of Marketing Science Journal, Vol. 21, Iss. 1: 1-12.
There are 44 citations in total.

Details

Other ID JA72RD82CC
Journal Section Articles
Authors

Abdullah Okumuş This is me

Hilal Asil This is me

Publication Date June 1, 2007
Published in Issue Year 2007 Issue: 13

Cite

APA Okumuş, A., & Asil, H. (2007). Havayolu Taşımacılığında Yerli ve Yabancı Yolcuların Memnuniyet Düzeylerine Göre Beklentilerinin İncelenmesi. Kocaeli Üniversitesi Sosyal Bilimler Dergisi(13), 152-175.

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