Havayolu müşterilerinin hizmet telafilerine karşı tatmin ve sadakat düzeyleri

Yıl 2024, Cilt: 6 Sayı: 1, 30 - 39, 30.06.2024

Nil Konyalilar , Ayşe Şengöz

https://doi.org/10.53601/tourismandrecreation.1355045

Öz

Bu araştırmanın amacı havayolu işletmelerinden hizmet alan turistlerin işletmeler tarafından gerçekleştirilen hizmet telafilerine karşı memnuniyet ve sadakat düzeylerinin belirlenmesidir. Çalışmada, işletme faaliyetinin ekonomik yönlerini tetikleyen müşteri memnuniyeti ve müşteri sadakatinin öncülleri, havayolu işletmesi için müşteri şikâyetlerinin ele alınması perspektifinde incelenmiştir. Araştırmada hizmet telafisi ölçeği; özür, incelik, telafi ve tepki hızı olmak üzere dört alt boyutta incelenmektedir. Ayrıca araştırma modelinde hizmet telafisi memnuniyeti ve müşteri sadakati ölçekleri kullanılmaktadır. Araştırmanın evreni havayolu işletmelerinden hizmet alan turistlerdir. Araştırma kapsamında geliştirilen hipotezlerin testi için regresyon analizi yapılmıştır. Araştırma sonuçlarına göre hizmet telafisi ölçeği alt faktörlerinden özür ve telafinin memnuniyeti pozitif yönde etkilediği ancak incelik ve tepki hızının memnuniyeti etkilemediği tespit edilmiştir. Yapılan araştırmanın sonuçlarına dayanarak, yanıt verme süresi, şikâyet çözümünün mükemmelliği ve şikâyete yanıt vermenin; işletmenin ticari faaliyetlerinin gelecekteki ekonomik yönlerine katkı sağlayan müşteri memnuniyeti ve müşteri sadakati üzerinde pozitif bir etkiye sahip olduğu sonucuna varılmıştır.

Anahtar Kelimeler

Hizmet telafisi, müşteri tatmini, müşteri sadakati, havayolu

Airline customers’ levels of satisfaction and loyalty to service recovery

Öz

The aim of this research is to determine the satisfaction and loyalty of individuals who receive service from airline companies against service recoveries performed by businesses. In the study, the antecedents of customer satisfaction and customer loyalty, which trigger the economic aspects of business activity, were examined from the perspective of handling customer complaints for the airline business. Service recovery scale in research; It is examined in four sub-dimensions: apology, courtesy, compensation and response speed. In addition, service recovery, satisfaction and customer loyalty scales are used in the research model. The population of the research is tourists who receive service from airline companies. SPSS statistical program was used for data analysis Regression analysis was performed to test the hypotheses. According to the results of the research, it was determined that apology and compensation, which are sub-factors of the service recovery scale, affect satisfaction positively, but courtesy and reaction speed do not affect satisfaction positively. Based on the results of the research, response time, excellence of complaint resolution and response to complaint; It was concluded that it has a positive effect on customer satisfaction and customer loyalty, which contributes to the future economic aspects of the business’s commercial activities.

Anahtar Kelimeler

Service recovery, customer satisfaction, customer loyalty, airline.

Kaynakça

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