MARKA İMAJI VE HİZMET KALİTESİNİN GÜVEN ÜZERİNDEKİ ETKİSİNDE MÜŞTERİ TATMİNİNİN ARACILIK ROLÜ

Öz

Yolcuların aynı havayolu firmasını tercih etmeleri bu firmaların uzun vadeli müşteri ilişkileri kurabilmeleri adına önemli bir husustur. Havayolu firmalarının verdikleri hizmet kalitesinin yolcuların yeniden satın alma niyetlerine etkisi ve bu hizmet kalitesi ile marka imajının müşteri güveni üzerindeki etkisinde müşteri tatmininin aracılık rolünün belirlenmesi, araştırmanın amacını oluşturmaktadır. Araştırmada kolayda örnekleme yöntemi tercih edilerek seyahatlerinde en az bir kere havayolunu tercih eden 336 kişiye sosyal medya yardımı ile ulaşılmıştır. Veriler LISREL programı ile analiz edilerek önerilen model Yapısal Eşitlik Modeli ile test edilmiştir. Hizmet kalitesinin ve müşteri tatmininin yeniden satın alma niyeti üzerinde doğrudan ve pozitif bir etkisi olduğu, marka imajının müşteri tatmini ve müşteri güveni üzerinde olumlu etkisi olduğu tespit edilmiştir. Ayrıca hizmet kalitesinin yeniden satın alma niyeti ve güven üzerindeki etkisi ile marka imajının güven üzerindeki etkisinde müşteri tatmininin aracılık rolünün olduğu, çalışmada ulaşılan sonuçlardan biridir. Müşteri tatmininin yeniden satın alma niyeti ve güveni doğrudan ve pozitif bir şekilde etkilediği tespit edilmiştir.

Anahtar Kelimeler

• Güven
• Hizmet kalitesi
• Müşteri tatmini
• Marka imajı
• Yeniden satın alma niyeti

THE MEDIATING ROLE OF CUSTOMER SATISFACTION AND BRAND IMAGE IN THE IMPACT OF TRUST AND SERVICE QUALITY ON REPURCHASE INTENTION

Öz

The fact that passengers prefer the same airline is an important issue for these companies to establish long-term customer relations. The purpose of the research is to determine the effect of the service quality provided by the airline companies on the repurchase intentions of the passengers and to determine the mediating role of customer satisfaction in the effect of this service quality and brand image on customer trust. In the research, convenience sampling method was preferred and 336 people who preferred the airline at least once in their travels were reached with the help of social media. The data were analyzed with the LISREL program and the proposed model was tested with the Structural Equation Model. It has been determined that service quality and customer satisfaction have a direct and positive effect on the repurchase intention and that the brand image has a positive effect on the customer satisfaction and customer trust. In addition, it is one of the results of the study that customer satisfaction has a mediating role in the effect of service quality on the repurchase intention and trust, and the effect of brand image on trust. It has been determined that customer satisfaction directly and positively affects repurchase intention and trust.

Anahtar Kelimeler

• Trust
• Service quality
• Customer satisfaction
• Brand image
• Repurchase intention.

Kaynakça

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