The Mediating Role of Brand Equity in the Effect of Passenger Perception of Value on Satisfaction in Air Transportation: The Case of Turkish Airlines

Öz

The objective of this study is to examine the mediating effect of the perceived brand value of air transportation services on the impact of the perceived value of the airline on passenger satisfaction. A total of 569 data points were collected for analysis during the initial six months of 2024. The data presented herein were obtained from individuals aged 18 and over who had flown with Turkish Airlines (THY) at least once. Initially, the data underwent exploratory factor analysis (frequency, factor loading, reliability) in a statistical program. This was followed by confirmatory analysis (reliability, validity, path analysis) in an analysis program for structural equation modeling. The findings of the study indicated that perceived value exerts a statistically significant positive effect on satisfaction, brand value exerts a statistically significant positive effect on satisfaction, and satisfaction, in turn, exerts a statistically significant positive effect on brand value. Moreover, a partial mediating effect of brand value was identified in the effect of the passenger's perceived value on satisfaction. Consequently, the recommendation for airlines is that they should continue their operations without compromising on service quality, which exerts the greatest influence on brand value and perceived value. A limitation of the study is that air transportation services were examined as a holistic process. It is recommended that future studies examine the same variables separately, focusing on pre-flight, in-flight, and post-flight services as distinct sub-processes.

Anahtar Kelimeler

• Perceived Value
• Brand Value
• Satisfaction
• Mediator Effect

Hava Taşımacılığında Yolcunun Algıladığı Değerin Memnuniyeti Üzerindeki Etkisinde Marka Değerinin Aracılık Rolü: Türk Hava Yolları Örneği

Öz

Bu çalışmanın amacı; hava ulaşımında yolcunun hava yolu işletmesine yönelik algıladığı değerinin memnuniyet üzerindeki etkisinde yolcunun hava ulaşım hizmetine ilişkin algıladığı marka değerin aracı etkisini incelenmesidir. Çalışma kapsamında analiz için toplam da 569 adet veri 2024 yılının ilk 6 ayında elde edilmiştir. Bu veriler, en az bir defa Türk Hava Yolları (THY) ile uçuş yapmış 18 yaş üstü bireylerden elde edilmiştir. Veriler, ilk olarak istatistik programında açımlayıcı faktör analizine (frekans, faktör yükü, güvenirlilik) ardından yapısal eşitlik modellemesi için analiz programında doğrulayıcı analize (güvenirlilik, geçerlilik, yol analizi) tabi tutulmuştur. Elde edilen bulgular doğrultusunda; algılanan değerin memnuniyet üzerinde, algılanan değerin marka değeri üzerinde ve marka değerinin memnuniyet üzerinde istatiksel olarak pozitif ve anlamlı bir etkisi olduğu sonucuna ulaşılmıştır. Ayrıca yolcunun algıladığı değerin memnuniyeti üzerindeki etkisinde marka değerinin kısmi bir aracı etkisi tespit edilmiştir. Bu doğrultuda havayolu işletmelerine yapılacak öneri, havayolu işletmelerinin marka değeri ile algılanan değeri en çok etkileyen hizmet kalitesinden ödün vermeden faaliyetlerine devam etmesi gerektiğidir. Çalışmanın kısıtı olarak, hava ulaşım hizmetinin bu çalışmada bütüncül bir süreç olarak incelenmesi gösterilebilir. Gelecek çalışmalarda aynı değişkenlerin uçuş öncesi, esnası ve sonrası hizmetleri olacak şekilde ayrı alt süreçler odağında incelenmesi önerilmektedir.

Anahtar Kelimeler

• Algılanan Değer
• Marka Değeri
• Memnuniyet
• Aracı Etki

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