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Year 2016, Volume: 9 Issue: 2, 1 - 20, 07.04.2016

Seda Arslan , Özlem Atalık

Abstract

References

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SOSYAL MEDYA SİTELERİNDE E-SADAKATİN ÖNCÜLLERİ: TÜRKİYE’DE FAALİYET GÖSTEREN HAVAYOLU İŞLETMELERİNDE BİR UYGULAMA

Year 2016, Volume: 9 Issue: 2, 1 - 20, 07.04.2016

Seda Arslan , Özlem Atalık

Abstract

Günümüzde sosyal medya teknolojisinde yaşanan hızlı gelişmelerle beraber, işletmeler pazarlama plan ve faaliyetlerini yeniden tanımlamaya başlamıştır. Sosyal medya siteleri sayesinde işletmeler, farklı özelliklere sahip müşterilerle iletişime geçerek onların istek ve ihtiyaçlarını belirleyebilmekte, sorunlarına anında müdahale edebilmekte, hizmetleri ile ilgili en güncel bilgileri onlarla paylaşabilmektedir. Söz konusu faaliyetler de kullanıcıların tekrar bu sayfaları ziyaret etme niyetini, bir diğer ifade ile elektronik sadakati olumlu yönde etkileyebilmektedir. Bu çalışmada; havayolu işletmelerinin sosyal medya sitelerinde yer alan sayfalarında, elektronik sadakat yaratma çabaları üzerinde etkili olduğu düşünülen; kişiselleştirme, sayfa tanınırlığı, online zevk alma, kullanılabilirlik, online işletme itibarı, e-güven ve e-memnuniyet ile olan ilişkisini ortaya çıkarmaya odaklanmaktadır. Araştırma kapsamında 5’li Likert ölçeği ile hazırlanan anket gerçekleştirilmiştir. Anketler, Türkiye’de faaliyet gösteren havayolu işletmelerinin, sosyal paylaşım siteleri olan Facebook ve Twitter’daki sayfalarını takip eden 490 kişiye uygulanmıştır. Verilerin analizi amacıyla Korelasyon Analizi yöntemi kullanılmıştır. Araştırma sonuçlarına göre; kişiselleştirme, sayfa tanınırlığı, online zevk alma, kullanılabilirlik, online işletme itibarı, e-güven ve e-memnuniyet ile e-sadakat arasında pozitif bir ilişki olduğu sonucuna ulaşılmıştır.

Keywords

Havayolu İşletmeleri Sosyal Medya Siteleri E-Sadak at

References

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  • Asim, M. & Hashmi, Y. (2005). E-loyalty: Companies secret weapon on the web. Yayınlanmamış Yüksek Lisans Tezi, Luleå University of Technology, Luleå, İsveç.
  • Balabanis, G., Reynolds, N. & Simintiras, A. (2006). Bases of e-store loyalty: Perceived switching barriers and satisfaction. Journal of Business Research, 59, 214-224.
  • Bozkurt, M. (2011). İşletmelerin itibar yönetimi faaliyetlerinin müşteri tutum ve tercihleri üzerindeki yansımaları. Uşak Üniversitesi Sosyal Bilimler Dergisi, 4(1), 150-168.
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  • Chiappa, G. D. (Eds.) (2011). Trustworthiness of travel 2.0 applications and their influence on tourist behaviour: An emprical investigation in Italy. Information and Communication Technologies in Tourism 2011.Vienna: Springer Vienna.
  • Choi, D. & Kim, J. (2004). Why people continue to play online games: In search of critical design factors to increase customer loyalty to online contents. Cyber Psychology & Behavior, 7(1), 11-24.
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  • Ernst, C.H., Pfeiffer, J. & Rothlauf, F. (2013).The influence of perceived belonging on social network site adoption. Proceedings of the Nineteenth Americas Conference on Information Systems isimli konferansta sunulan bildiri. http://aisel.aisnet.org/amcis2013/SocialTechnicalIssues/GeneralPresentations/11/ (Erişim Tarihi: 21.01.2014)
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  • Forgas, S., Palau, R., Sánchez, J. & Huertas-García, R. (2012). Online drivers and offline influences related to loyalty to airline websites. Journal of Air Transport Management, 18 (2012), 43-46.
  • Golletz, M. & Ogheden, P. (2010). Customer returns in e-commerce & consumers interaction via social media. Yayınlanmamış Yüksek Lisans Tezi, University of Borås, Borås, İsveç.
  • Gommans, M., Krishnan, K. S. & Scheffold, K. B. (2001). From brand loyalty to e-loyalty: A conceptual framework. Journal of Economic and Social Research, 3(1), 43-58.
  • Guo, Y. M. & Liu, C. (2010). Loyalty of web 2.0 sites: The role of sense of belonging. Pasific Asia Conference on Information System konferansında sunulan bildiri. http://www.pacis-net.org/file/2010/S24-01.pdf (Erişim Tarihi: 06.04.2011)
  • Hacıefendioğlu, Ş. (2010). Sosyal paylaşım sitelerinde üye bağlılığı üzerine bir araştırma. Kocaeli Üniversitesi Sosyal Bilimler Enstitüsü Dergisi,20, 59-71.
  • Hacıefendioğlu, Ş. (2014). Sosyal medyanın marka bağlılığına etkisi üzerine bir araştırma, KOSBED, 28, 59-70.
  • Heller, J. & Engelke, N. (2010). How to keep your customer loyal within today´s online business? Yayınlanmamış Yüksek Lisans Tezi, University of Borås, Borås, İsveç.
  • Jin, B., Park, J. Y. & Kim, J. (2008). Cross-cultural examination of the relationships among firm reputation, e-satisfaction, e-trust, and e-loyalty. International Marketing Review, 25(3), 324-337.
  • Koçak, O. (2010). Tüketici davranışları, piyasa araştırması ve reklam. http://orhankocak.net/dosyalar/word/giris%202.doc (Erişim Tarihi: 14.03.2010)
  • Krumay, B. & Brandtweiner, R. (2010). Are customer service offerings influencing e-loyalty? A graphical chain model approach in the Austrian mobile phone service provider industry. 23rd Bled eConference eTrust: Implications for the Individual, Enterprises and Society isimli konferansta sunulan bildiri. http://wu-wien.academia.edu/BarbaraKrumay/Papers/382812/Are_Customer_Service_Offerings_Influencing_E-Loyalty_A_Graphical_Chain_Model_Approach_In_the_Austrian_Mobile_Phone (Erişim Tarihi: 06.04.2011)
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  • Lin, H. (2008). Determinants of successful virtual communities: Contributions from system characteristics and social factors. Information & Management, 45, 522-527.
  • Llach, J., Marimon, F., Alonso-Almeida, M.M. & Bernardo, M. (2013). Determinants of online booking loyalties for the purchasing of airline tickets.Tourism Management, 35(2013), 23-31.
  • Maurer, C.& Wiegmam, R. (Eds.) (2011). Effectiveness of advertising on social network sites: A case study on Facebook. Information and Communication Technologies in Tourism 2011. Vienna: Springer Vienna.
  • Mouakket, S. & Al-hawari, M.A. (2012). Examining the antecedents of e-loyalty intention in an online reservation environment. Journal of High Technology Management Research, 23 (2012), 46–57.
  • Nigam, S. (2013). Social evolution. Airline Business, 29 (3), 41.
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There are 70 citations in total.

Details

Primary Language Turkish
Journal Section Articles
Authors

Seda Arslan

Özlem Atalık

Publication Date April 7, 2016
Published in Issue Year 2016 Volume: 9 Issue: 2

Cite

APA Arslan, S., & Atalık, Ö. (2016). SOSYAL MEDYA SİTELERİNDE E-SADAKATİN ÖNCÜLLERİ: TÜRKİYE’DE FAALİYET GÖSTEREN HAVAYOLU İŞLETMELERİNDE BİR UYGULAMA. Niğde Üniversitesi İktisadi Ve İdari Bilimler Fakültesi Dergisi, 9(2), 1-20.
AMA Arslan S, Atalık Ö. SOSYAL MEDYA SİTELERİNDE E-SADAKATİN ÖNCÜLLERİ: TÜRKİYE’DE FAALİYET GÖSTEREN HAVAYOLU İŞLETMELERİNDE BİR UYGULAMA. Niğde Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi. April 2016;9(2):1-20.
Chicago Arslan, Seda, and Özlem Atalık. “SOSYAL MEDYA SİTELERİNDE E-SADAKATİN ÖNCÜLLERİ: TÜRKİYE’DE FAALİYET GÖSTEREN HAVAYOLU İŞLETMELERİNDE BİR UYGULAMA”. Niğde Üniversitesi İktisadi Ve İdari Bilimler Fakültesi Dergisi 9, no. 2 (April 2016): 1-20.
EndNote Arslan S, Atalık Ö (April 1, 2016) SOSYAL MEDYA SİTELERİNDE E-SADAKATİN ÖNCÜLLERİ: TÜRKİYE’DE FAALİYET GÖSTEREN HAVAYOLU İŞLETMELERİNDE BİR UYGULAMA. Niğde Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi 9 2 1–20.
IEEE S. Arslan and Ö. Atalık, “SOSYAL MEDYA SİTELERİNDE E-SADAKATİN ÖNCÜLLERİ: TÜRKİYE’DE FAALİYET GÖSTEREN HAVAYOLU İŞLETMELERİNDE BİR UYGULAMA”, Niğde Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, vol. 9, no. 2, pp. 1–20, 2016.
ISNAD Arslan, Seda - Atalık, Özlem. “SOSYAL MEDYA SİTELERİNDE E-SADAKATİN ÖNCÜLLERİ: TÜRKİYE’DE FAALİYET GÖSTEREN HAVAYOLU İŞLETMELERİNDE BİR UYGULAMA”. Niğde Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi 9/2 (April 2016), 1-20.
JAMA Arslan S, Atalık Ö. SOSYAL MEDYA SİTELERİNDE E-SADAKATİN ÖNCÜLLERİ: TÜRKİYE’DE FAALİYET GÖSTEREN HAVAYOLU İŞLETMELERİNDE BİR UYGULAMA. Niğde Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi. 2016;9:1–20.
MLA Arslan, Seda and Özlem Atalık. “SOSYAL MEDYA SİTELERİNDE E-SADAKATİN ÖNCÜLLERİ: TÜRKİYE’DE FAALİYET GÖSTEREN HAVAYOLU İŞLETMELERİNDE BİR UYGULAMA”. Niğde Üniversitesi İktisadi Ve İdari Bilimler Fakültesi Dergisi, vol. 9, no. 2, 2016, pp. 1-20.
Vancouver Arslan S, Atalık Ö. SOSYAL MEDYA SİTELERİNDE E-SADAKATİN ÖNCÜLLERİ: TÜRKİYE’DE FAALİYET GÖSTEREN HAVAYOLU İŞLETMELERİNDE BİR UYGULAMA. Niğde Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi. 2016;9(2):1-20.
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