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Year 2018, Volume: 5 Issue: 2, 109 - 127, 15.12.2018

Cenk Murat Koçoglu

Abstract

References

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  • Baldauf A., Cravens, K. S. & Bınder, G. (2003). Performance Consequences of Brand Equity Management: Evidence From Organizations in The Value Chain, The Journal of Product and Brand Management, 12,(4), 220-236.
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  • Casalo V. L., Flavián, C. & Guinaliu, M. (2007). The Influence of Satisfaction, Perceived Reputation and Trust on a Consumer’s Commitment to a Website, Journal of Marketing Communications,13(1), 1-17.
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Yerli Turistlerin Kurumsal İtibar Algılarının Marka Denkliğine Etkisi: Türk Hava Yolları Örneği

Year 2018, Volume: 5 Issue: 2, 109 - 127, 15.12.2018

Cenk Murat Koçoglu

Abstract

Turizm
sektöründe turistlerin ulaşım ihtiyacını karşılayarak önemli bir görevi yerine
getiren havayollarının, yolcuları tarafından iyi algılanması, onlara diğer hava
yolları ile olan rekabette avantaj sağlayabilecektir. Özellikle birbirine
benzer ürün ve hizmetlerin üretildiği bir sektörde, havayollarının kendilerini
taklit edilemez kılmalarında, kurumsal itibar ve tüketici temelli marka
denkliği kavramları ön plana çıkmaktadır. Bu kapsamda araştırmanın amacı yerli
turistlerin havayollarına yönelik itibar algısının tüketici temelli marka
denkliği üzerindeki etkisini incelemektir. Araştırmada veri toplama yöntemi
olarak anket tekniğinden faydalanılmış ve Adnan Menderes Havalimanı iç hatlar
terminaline Türk Hava Yolları ile seyahat eden yerli turistlerden kolayda
örnekleme yöntemi ile belirlenen 521 turiste anket uygulanmış ve elde edilen
veriler yapısal eşitlik modellemesi ile analiz edilmiştir. Elde edilen bulgulara
göre; kurumsal itibar algısını oluşturan boyutların tüketici temelli marka
denkliği boyutları üzerinde önemli etkilerinin olduğu tespit edilmiştir. Elde
edilen bulgulardan hareketle, turistlerin ulaşımında önemli bir görev üstlenen
havayollarının itibar algısı konusuna önem vermeleri, onların algılanan
kalitesinde, marka farkındalıklarında ve marka sadakatlerinde iyileştirmeler
sağlayacaktır.

Keywords

Kurumsal itibar Tüketici temelli marka denkliği Yerli Turistler Yapısal eşitlik modellemesi

References

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  • Anderson, E.W. (1998), Customer Satisfaction And Word Of Mouth, Journal of Service Research, 1(1), 5‐17.
  • Andreassen, T.W. (1994). Satisfaction, Loyalty And Reputation As Indicators of Customer Orientation in The Public Sector, Journal of Public Sector Management, 7(2): 16-34.
  • Atılgan, E., Aksoy, Ş. & Akıncı, S. (2005). Determinants of The Brand Equity: A Verification Approach in The Beverage İndustry in Turkiye. Marketing Intelligence & Planning, 23(3), 237-248.
  • Avcılar, M. Y. (2008). Tüketici Temelli Marka Değerinin Ölçümü, Ç.Ü. Sosyal Bilimler Enstitüsü Dergisi, 17(1); 11-30.
  • Baldauf A., Cravens, K. S. & Bınder, G. (2003). Performance Consequences of Brand Equity Management: Evidence From Organizations in The Value Chain, The Journal of Product and Brand Management, 12,(4), 220-236.
  • Balmer, J. M. T. (2001). Corporate Identity, Corporate Branding and Corporate Marketing, Seeing through The Fog, European Journal of Marketing, 35(3/4), 248-291.
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  • Carmeli, A. & Tishler, A. (2005). Perceived Organizational Reputation and Organizational Performance: An Empirical Investigation of Industrial Enterprises, Corporate Reputation Review, 8(1), 13-30.
  • Caruana, A., Ramasashan, B. & Krentler, K. A. (2004). Corporate Reputation, Customer Satisfaction, & Customer Loyalty: What is The Relationship? in H. E. Spotts (Ed.). Proceeding Developments in marketing science, 27: 301-321.
  • Casalo V. L., Flavián, C. & Guinaliu, M. (2007). The Influence of Satisfaction, Perceived Reputation and Trust on a Consumer’s Commitment to a Website, Journal of Marketing Communications,13(1), 1-17.
  • Chang, T. S. & Zhu, W. (2011). Enhancing Corporate Reputation for Market Expansion in China: Customer Orientation and The Mediating Effect of Product and Service Quality’, Journal of Strategic Marketing, 19(2), 153-170.
  • Chaudhuri, A. & Holbrook, M. B. (2001). The Chain of Effects From Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty, Journal of Marketing, 65(2), 81-93.
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  • Cop, R. & Bekmezci, M. (2005). Marka ve Bilinirliliği Yüksek Markalı Çamaşır Deterjanı Üzerine Bir Uygulama. Ticaret ve Turizm Eğitim Fakültesi Dergisi, 1(1), 66-83.
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There are 105 citations in total.

Details

Primary Language Turkish
Journal Section Articles
Authors

Cenk Murat Koçoglu 0000-0002-9888-6051

Publication Date December 15, 2018
Submission Date July 26, 2018
Acceptance Date September 20, 2018
Published in Issue Year 2018 Volume: 5 Issue: 2

Cite

APA Koçoglu, C. M. (2018). Yerli Turistlerin Kurumsal İtibar Algılarının Marka Denkliğine Etkisi: Türk Hava Yolları Örneği. Turizm Akademik Dergisi, 5(2), 109-127.
AMA Koçoglu CM. Yerli Turistlerin Kurumsal İtibar Algılarının Marka Denkliğine Etkisi: Türk Hava Yolları Örneği. Turizm Akademik Dergisi. December 2018;5(2):109-127.
Chicago Koçoglu, Cenk Murat. “Yerli Turistlerin Kurumsal İtibar Algılarının Marka Denkliğine Etkisi: Türk Hava Yolları Örneği”. Turizm Akademik Dergisi 5, no. 2 (December 2018): 109-27.
EndNote Koçoglu CM (December 1, 2018) Yerli Turistlerin Kurumsal İtibar Algılarının Marka Denkliğine Etkisi: Türk Hava Yolları Örneği. Turizm Akademik Dergisi 5 2 109–127.
IEEE C. M. Koçoglu, “Yerli Turistlerin Kurumsal İtibar Algılarının Marka Denkliğine Etkisi: Türk Hava Yolları Örneği”, Turizm Akademik Dergisi, vol. 5, no. 2, pp. 109–127, 2018.
ISNAD Koçoglu, Cenk Murat. “Yerli Turistlerin Kurumsal İtibar Algılarının Marka Denkliğine Etkisi: Türk Hava Yolları Örneği”. Turizm Akademik Dergisi 5/2 (December 2018), 109-127.
JAMA Koçoglu CM. Yerli Turistlerin Kurumsal İtibar Algılarının Marka Denkliğine Etkisi: Türk Hava Yolları Örneği. Turizm Akademik Dergisi. 2018;5:109–127.
MLA Koçoglu, Cenk Murat. “Yerli Turistlerin Kurumsal İtibar Algılarının Marka Denkliğine Etkisi: Türk Hava Yolları Örneği”. Turizm Akademik Dergisi, vol. 5, no. 2, 2018, pp. 109-27.
Vancouver Koçoglu CM. Yerli Turistlerin Kurumsal İtibar Algılarının Marka Denkliğine Etkisi: Türk Hava Yolları Örneği. Turizm Akademik Dergisi. 2018;5(2):109-27.
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