A Meta-Analytic Review of the Antecedents of Airline Passengers’ Loyalty Behaviour

Öz

Consumers put importance to be served by a numerous different components leading to loyalty behaviour but in relevant literature it is noticed that these various factors have not been taken into consideration sufficiently. To fil this gap, this study aimed to conduct a meta analytic review to detect how airline consumers’ loyalty behaviour have been shaped by different factors on the basis of Web of Science (WOS) database. The meta-analysis have been carried out with 45 empirical studies which have been mainly based on satisfaction variable affecting loyalty. This variable affects loyalty positively strong by a 0.633 effect size. The other variables which are trust, service quality, perceived value, and image have also positive moderate effect on loyalty by 0.505, 0.426, 0.519, 0.361 effects sizes. Also, commitment shows a positive weak effect on loyalty with a 0.159 effect size. Price has not a significant effect on loyalty. This study enriches the current literature quantitatively by exploring which factors leading loyalty and gives a chance to evaluate the lack of current studies in terms of loyalty behaviour.

Anahtar Kelimeler

• Passenger loyalty
• consumer behaviour
• meta analysis

Havayolu yolcularının Sadakat Davranışlarının Öncüllerine Yönelik Meta Analitik Bir İnceleme

Öz

Tüketiciler, sadakat davranışı geliştirmelerinde pek çok farklı hizmet unsurunu önemli bulmaktadır. Ancak, mevcut literatürde bu çeşitli faktörlerin yeterince ele alınmadığı görülmektedir. Bu eksikliği gidermek amacıyla, bu çalışma, Web of Science (WOS) veritabanındaki veriler temel alınarak havayolu yolcularının sadakat davranışlarını etkileyen faktörleri belirlemek için meta-analitik bir inceleme gerçekleştirmiştir. Analiz, büyük ölçüde memnuniyet değişkenine odaklanan 45 ampirik çalışmayı kapsamaktadır. Memnuniyetin sadakat üzerindeki etkisi güçlü ve pozitif olup, etki büyüklüğü 0.633’tür. Güven (0.505), hizmet kalitesi (0.426), algılanan değer (0.519) ve imaj (0.361) değişkenleri de sadakat üzerinde orta düzeyde pozitif etki göstermektedir. Bağlılık değişkeninin etkisi ise daha zayıf olup, 0.159 etki büyüklüğüyle pozitif yöndedir. Öte yandan, fiyat değişkeninin sadakat üzerinde anlamlı bir etkisi bulunmamıştır. Bu çalışma, sadakat davranışına etki eden faktörleri nicel olarak ortaya koyarak literatüre katkı sağlamakta ve alandaki eksikliklerin değerlendirilmesine olanak sunmaktadır.

Anahtar Kelimeler

• Yolcu Sadakati
• Tüketici Davranışı
• Meta Analiz

Kaynakça

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