Türkiyedeki yüksek hızlı tren sisteminde yolcu sadakatinin belirleyicileri

Öz

Yolcuların memnuniyeti ve sadakati, bir toplu taşıma sistemi sağlayıcısı için, özellikle hizmet sağlayıcılar arasında bir rekabet varsa önemlidir. Yolcu memnuniyetini ve sadakatini etkileyen faktörler yöneticiler, operatörler ve karar vericiler tarafından belirlenmelidir. Bu çalışmada, Türkiye'de iki şehir (Ankara ve Eskişehir) arasında Yüksek Hızlı Raylı Sistem kullanan 900 yolcudan aldıkları hizmetle ilgili algılarını derecelendirmeleri istenmiş, faktörlerin memnuniyet ve sadakat üzerindeki etkileri açısından derecelendirmeleri incelenmiştir. Dikkate alınan faktörler; alt kriterleriyle birlikte hizmet kalitesi boyutları, güven, algılanan değer, katılım, imaj, memnuniyet ve sadakattir. Bu faktörler arasındaki doğrudan ve dolaylı ilişkileri incelemek için Yapısal Eşitlik Modeli kullanılmıştır. İmaj, analiz edilen hemen hemen tüm faktörlerde (algılanan değer, güven, memnuniyet, katılım ve sadakat) etkili bulunmuştur. Sonuçlara göre, memnuniyet üzerinde hizmet kalitesinin iki önemli boyutu öne çıkmıştır: Personelin Etkileşim Kalitesi ve Güvenilirlik. Bu iki kriter aynı zamanda güven, memnuniyet ve katılım üzerinde de etkili bulunmuştur. Sadakat üzerinde etkili faktörler, algılanan değer, katılım, memnuniyet ve imaj olarak bulunmuştur.

Anahtar Kelimeler

• Yüksek hızlı tren
• toplu taşıma sistemleri
• sadakat
• hizmet kalitesi
• itibar
• güven
• algılanan değeri.

Determinants of passenger loyalty for high speed rail system in Turkey

Öz

Satisfaction and loyalty of passengers is important for a public transportation system provider especially if a competition exists between service providers. The factors affecting passenger satisfaction and loyalty must be determined by managers, operators, and decision makers. In this study, 900 passengers using High Speed Rail System between two cities (Ankara and Eskişehir) in Turkey were asked to rate their perceptions about the service they get. Their ratings are analyzed in terms of effects of factors on satisfaction and loyalty. The factors taken into consideration are service quality dimensions (which have ten sub-criteria), trust, perceived value, involvement, image, satisfaction and loyalty. Structural equation modeling is used to examine the direct and indirect relationships between these factors. Image is found effective on almost all factors analyzed: Perceived value, Trust, Satisfaction, Involvement and Loyalty. According to results, two important dimensions of service quality among ten dimensions came forward as most effective on satisfaction: Reliability and Interaction quality of personnel, which is found effective also on trust, satisfaction and involvement. On loyalty, the effective factors are found as perceived value, involvement, satisfaction and image.

Anahtar Kelimeler

• High speed rail system
• public transportation
• loyalty
• service quality dimensions
• image
• satisfaction
• trust
• perceived value.

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