HAVAYOLU HİZMET KALİTESİNİN MÜŞTERİ MEMNUNİYETİ ÜZERİNDEKİ ETKİSİNİN YAPISAL EŞİTLİK MODELİ İLE ANALİZİ

Öz

  Bu çalışmada havayolu hizmet kalitesinin algılanan değer, marka imajı ve müşteri memnuniyeti arasındaki ilişki araştırılmıştır. Bu amaçla Gaziantep ilinden havayolu hizmeti alan 746 kişiden anket ile veri toplanmıştır. Elde edilen veriler yapısal eşitlik modeli ile analiz edilmiştir. Analiz neticesinde havayolu hizmet kalitesinin müşteri memnuniyetini, marka imajını ve algılanan değeri pozitif yönde anlamlı olarak etkilediği bulgusuna ulaşılmıştır. Algılanan değer ve marka imajının da müşteri memnuniyetini pozitif yönde anlamlı olarak etkilediği tespit edilmiştir. Ayrıca havayolu hizmet kalitesi, müşteri memnuniyeti, marka imajı ve algılanan değerin kamu sektörü ve özel sektör arasında kamu sektörü lehine anlamlı farklılık gösterdiği sonucuna varılmıştır.

Anahtar Kelimeler

• Havayolu hizmet kalitesi,marka imajı,müşteri memnuniyeti

THE APPLICATION OF STRUCTURAL EQUATION MODELING ON THE ANALYSIS OF AIRLINE SERVICE QUALITY AND ITS IMPACT ON CUSTOMER SATISFACTION

Öz

In this study, the relationship among airline service quality, perceived value, brand image and customer satisfaction variables was investigated. For this purpose it was collected survey data from 746 individuals who purchased airline services in Gaziantep. The obtained data were analysed by the structural equation modelling. As a result of the analysis, it has been found that the quality of airline service significantly affects customer satisfaction, brand image and perceived value positively. It has been determined that perceived value and brand image significantly affect customer satisfaction positively. In addition, airline service quality, customer satisfaction, brand image and perceived value differ significantly in favour of the public sector when compared to public sector.

Anahtar Kelimeler

• Airline service quality,brand image,customer satisfaction,perceived value

Kaynakça

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