Customer Service Failure Evaluations in Diverse Airlines Business Models

Öz

Hizmet sunumu sürecindeki tüm hataların ortadan kaldırılması imkansız olsa da, havayolları, hizmet hatalarını, doğurdukları olumsuz sonuçlarından dolayı en aza indirgemeye çalışmaktadır. Müşteriler yaşadıkları hizmet hatalarına farklı tepkiler verseler de, havayolları için önemli olan nokta, müşterilerin verdiği bu tepkilerin altında yatan psikolojik mekanizmaları anlamaktır. Bu bağlamda, bu çalışma, farklı iş modellerinde hizmet veren havayolu şirketlerinin hizmet hatalarını takiben yolcuların beklentileri ile değişmezlik atfı, ağızdan ağıza pazarlama ve yeniden satın alma niyetlerini arasındaki dinamikleri ortaya koymaktadır. Yapısal eşitlik modellemesi, iki havayolu iş modelini karşılaştırmak için kullanılmaktadır: düşük maliyetli taşıyıcılar (LCC'ler) ve bayrak taşıyıcı havayolları. Bulgular, düşük maliyetli havayolları için, yolcuların beklentilerinin değizşmezlik atıfları olumlu etkilediğini göstermektedir. Buna ek olarak, bayrak taşıyıcı havayollarının hizmet hatasını takip eden değişmezlik atfının, yeniden satın alma niyetleri üzerinde olumsuz bir etkisi olduğu bulunmuştur. Son olarak, bulgular hem düşük maliyetli hem de bayrak taşıyıcı havayollarının hizmet hatalarını takiben, değişmezlik atfının ağızdan ağıza pazarlama niyetini azalttığını göstermektedir.

Anahtar Kelimeler

• Low cost carriers (LCC),Flagship airlines,Service failure,Attribution theory

Kaynakça

1. Ahmad, R.; Buttle, F., 2001. Customer Retention: A Potentially Potent Marketing Management Strategy. Journal of Strategic Marketing, 9(1): 29-45.
2. Awang, Z., 2012. Structural equation modeling using AMOS graphic. Penerbit Universiti Teknologi MARA.
3. Bentler, P.M., 1989. EQS Structural Equations Program Manual, BMDP Statistical Software, Los Angeles.
4. Bhadra, D. (2009). You (expect to) get what you pay for: A system approach to delay, fare, and complaints. Transportation Research Part A: Policy and Practice, 43(9), 829-843.
5. Bitner, M. J. (1990). Evaluating service encounters: the effects of physical surroundings and employee responses. the Journal of Marketing, 69-82.
6. Boulding, W., Kalra, A., Staelin, R., & Zeithaml, V. A., 1993. A dynamic process model of service quality: from expectations to behavioral intentions. Journal of marketing research, 30(1), 7.
7. Calisir, N., Basak, E., & Calisir, F., 2016. Key drivers of passenger loyalty: A case of Frankfurt–Istanbul flights. Journal of Air Transport Management, 53, 211-217.Carpenter, S., 2000. Effects of cultural tightness and collectivism on self-concept and causal attributions. Cross-Cultural Research, 34(1), 38-56.
8. Churchill, G. A., and Iacobucci, D., 2005. Marketing Research: Methodological Foundations (9th ed.). Mason, Ohio: Thomson South-Western.Cole, D. A., 1987. Utility of confirmatory factor analysis in test validation research. Journal of consulting and clinical psychology, 55(4), 584.

9. Davis, M. M.; Heineke, J., 1998. How disconfirmation, perception and actual waiting times impact customer satisfaction. International Journal of Service Industry Management, 9(1): 64 – 73.
10. Day, R., 1980. “Research perspectives on consumer complaining behavior”, in Theoretical Developments in Marketing, Lamb, C.W. and Dunne, P.M. (Eds), American Marketing Association, Chicago, IL, pp. 211-5.
11. Doganis, R., 2001. The Airline Business in the 21st Century. Routledge, London.
12. East, R. and et al. (2008). Measuring the Impact of Positive and Negative Word of Mouth on Brand Purchase Probability. International Journal of Research in Marketing, 25(3):215-224.
13. Fink, A., 1995. The survey handbook (Vol. 1). Thousands Oaks, CA: Sage.
14. Folkes, V. S. (1984). Consumer reactions to product failure: An attributional approach. Journal of consumer research, 10(4), 398-409.
15. Folkes, V. S., Koletsky, S., and Graham, J. L., 1987. A field study of causal inferences and consumer reaction: the view from the airport. Journal of consumer research, 534-539.
16. Fornell, C., and Larcker, D. F., 1981. Evaluating structural equation models with unobservable variables and measurement error. Journal of marketing research, 39-50.
17. Forza, C., & Filippini, R., 1998. TQM impact on quality conformance and customer satisfaction: a causal model. International journal of production economics, 55(1), 1-20.
18. Francis, G.; Humphreys, I.; Ison, S., 2004. Airports’ Perspectives on the Growth of Low-Cost Airlines and the Remodeling of the Airport-Airline Relationship. Tourism Management, 25(4): 507-514.
19. Greenspoon, P. J., & Saklofske, D. H., 1997. Validity and reliability of the multidimensional students' life satisfaction scale with Canadian children. Journal of Psychoeducational Assessment, 15(2), 138-155.
20. Grönroos, C., 1984. A Service Quality Model and Its Market Applications. European Journal of Marketing, 18(4): 36-44.
21. Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. L., 2010. Multivariate data analysis. Pearson.
22. Harris, J.; Uncles, M., 2007. Modeling the Repatronage Behavior of Business Airline Travellers. Journal of Service Research, 9(4): 297-311.
23. Hess, R. L., Ganesan, S., and Klein, N. M., 2003. Service failure and recovery: the impact of relationship factors on customer satisfaction. Journal of the Academy of Marketing Science, 31(2), 127-145.
24. Hess, R. L., Ganesan, S., and Klein, N. M., 2007. Interactional service failures in a pseudorelationship: The role of organizational attributions. Journal of Retailing, 83(1), 79-95.
25. Hunter, L., 2006. Low Cost Airlines: Business Model and Employment Relations. European Management Journal, 24(5): 315-321.
26. Kassim, N.M.; Souiden, N., 2007. Customer retention measurement in the UAE banking sector. Journal of Financial Services Marketing, 11(3): 217–228.
27. Keaveney, S. M. (1995). Customer switching behavior in service industries: An exploratory study. The Journal of Marketing, 71-82.
28. Kim, W., and Ok, C. (2010). Customer orientation of service employees and rapport: Influences on service-outcome variables in full-service restaurants. Journal of Hospitality and Tourism Research, 34(1), 34-55.
29. Kim, Y. K., and Smith, A. K., 2007. Providing a critical service today for tomorrow's consumers: A relational model of customer evaluations and responses in the child care industry. Journal of Retailing and Consumer Services, 14(3), 232-245.
30. Mason, K.J., 2000. The Propensity of Business Travelers to Use Low Cost Airlines. Journal of Transport Geography, 8(2): 107-119.
31. Mattila, A. S., and Patterson, P. G., 2004. The impact of culture on consumers’ perceptions of service recovery efforts. Journal of Retailing, 80(3), 196-206.
32. Maxham III, J. G. (2001). Service recovery's influence on consumer satisfaction, positive word-of-mouth, and purchase intentions. Journal of business research, 54(1), 11-24.
33. McDougall, G.; Levesque, T., 1998. The Effectiveness of Recovery Strategies After Service Failure: An Experiment in the Hospitality Industry. Journal of Hospitality and Leisure Marketing, 5 (2/3): 27–39.
34. Monson, T.; Snyder, M., 1977. Actors, observers and the attribution process: Toward a reconceptualisation. Journal of Experimental Social Psychology, 43, 89-11.
35. Mostert, P.G.; De Meyer, C.F.; Van Rensburg, 2009. The Influence of Service Failure and Service Recovery on Airline Passengers' Relationships with Domestic Airlines: An Exploratory Study. Southern African Business Review, 13(2): 118-140.
36. Murray, K. B. (1991). A test of services marketing theory: consumer information acquisition activities. The journal of marketing, 10-25.
37. Nachtigall, C., Kroehne, U., Funke, F., and Steyer, R., 2003. Pros and Cons of Structural Equation Modeling. Methods of Psychological Research Online, 8(2), 1-22.
38. Nikbin, D., Ismail, I., Marimuthu, M., & Younis Abu-Jarad, I., 2011. The impact of firm reputation on customers’ responses to service failure: the role of failure attributions. Business Strategy Series, 12(1), 19-29.
39. O’Connell, J. F.; Williams, G., 2005. Passengers’ Perceptions of Low Cost Airlines and Full Service Network Carriers: A Case Study Involving Ryanair, Aer Lingus, Air Asia and Malaysia Airlines. Journal of Air Transport Management, 11(4): 259-272.
40. Oliver, R .L., Swan, J. E., 1989. Consumer Perceptions of Interpersonal Equity and Satisfaction in Transactions: A Field Survey Approach. Journal of Marketing, 53: 21-35.
41. Oliver, R. L., 1981. Effect of Satisfaction and Its Antecedents on Consumer Preference and Intention. Advances in Consumer Research, 8: 89-93.
42. Ozenen C.G., 2003. Havaalanı Yatırımlarında Özelleştirme Dünyadaki Uygulamalar ve Türkiye İçin Öneriler. Ankara: Devlet Planlama Teşkilatı.
43. Parasuraman, A., Zeithaml, Valerie A. and Berry, Leonard L., 1988. "SERVQUAL: A Multiple Item Scale for Measuring Consumer Perceptions of Service Quality," Journal of Retailing, 64 (Spring), 12-40.
44. Patterson, P. G., and Smith, T., 2001. Relationship benefits in service industries: a replication in a Southeast Asian context. Journal of Services Marketing,15(6), 425-443.
45. Payne, J., 1993. The Adaptive Decision Maker. Cambridge, UK: Cambridge Press.
46. Rajaguru, R., 2016. Role of value for money and service quality on behavioural intention: A study of full service and low cost airlines. Journal of Air Transport Management, 53, 114-122.
47. Rego, L.L., Billett, M.T., & Morgan, N.A. (2009). Consumer-based brand equity and firm risk. Journal of Marketing, 73, 47–60.
48. Reichheld, F., 1996. The Loyalty Effect. Boston: Harvard Business School Press.
49. Rosenberg, L. J., Czepiel, J. A., & Cohen, L. C. (1977). Consumer Affairs Audits: Evaluation and Analysis. California Management Review, 19(3), 12-20.
50. Smith, A. K., and Bolton, R. N., 1998. An experimental investigation of customer reactions to service failure and recovery encounters paradox or peril? Journal of service research, 1(1), 65-81.
51. Sull, D., 1999. EasyJet's $500 million gamble. European Management Journal, 17(1), 20-32.
52. Taumoepeau, S., Towner, N., & Losekoot, E., 2017. Low-Cost Carriers in Oceania, Pacific: Challenges and opportunities. Journal of Air Transport Management, 65, 40-42.
53. Teas, R. K., 1981. An Empirical Test of Models of Salespersons, Job Expectancy and Instrumentality Perceptions. Journal of Marketing Research, 18(2): 209-226.
54. Torres, E.N. and Kline, S., 2006. From Satisfaction to Delight: A Model for the Hotel Industry. International Journal of Contemporary Hospitality Management., 18(4):290 – 301.
55. Vázquez-Casielles, R. et al., 2007. Quality of Past Performance: Impact on Customers’ Responses to Service Failure. Marketing Letters, 18(4): 249-264.
56. Vidović, A.; Štimac, I.; Vince, D., 2013. Development of Business Models of Low-cost Airlines. International Journal for Traffic and Transport Engineering, 3(1): 69-81.
57. Vlachos, I., & Lin, Z. (2014). Drivers of airline loyalty: Evidence from the business travelers in China. Transportation Research Part E: Logistics and Transportation Review, 71, 1-17.
58. Voss, G. B., Parasuraman, A., & Grewal, D., 1998. The roles of price, performance, and expectations in determining satisfaction in service exchanges. The Journal of Marketing, 46-61.
59. Weiner, B., 1980. A cognitive (attribution)-emotion-action model of motivated behavior: An analysis of judgments of help-giving. Journal of Personality and Social psychology, 39(2), 186.
60. Weiner, B., 1986. Attribution, emotion, and action. Handbook of motivation and cognition: Foundations of social behavior, 1, 281-312.
61. Weiner, B., 2000. Attributional thoughts about consumer behavior. Journal of Consumer research, 27(3), 382-387.
62. Williams, G., 2001. Will Europe’s Charter Carriers Be Replaced by “No-Frills” Scheduled Airlines? Journal of Air Transport Management, 7(5): 277-286.
63. Wittman, M. D., 2014. Are low-cost carrier passengers less likely to complain about service quality? Journal of Air Transport Management, 35, 64-71.
64. Zeithaml, V. A., Berry, L. L., and Parasuraman, A. (1996). The behavioral consequences of service quality. The Journal of Marketing, 31-46.