BibTex RIS Kaynak Göster

Hizmet Sektöründe Tüketicilerin Algıladıkları Riskler: Hava Yolları Sektöründe Bir Araştırma

Yıl 2005, Sayı: 1, 49 - 63, 01.03.2005

Öz

Bu çalışma “havayolu” hizmetini satın alan kişilerin, algıladıkları riskler ile bu risklerin satın alma amacı, deneyim, kullanım miktarı ve demografik değişkenlere cinsiyet, yaş, eğitim göre değişip değişmediğini incelemek amacıyla yapılmıştır. Havayolu hizmeti satın almada örneklemdeki tüketicilerin fiziksel, finansal, zaman, sosyal ve psikolojik risk olmak üzere beş risk çeşidi algıladıkları saptanmıştır. Yaş, kullanım yılı arttıkça finansal risk, kullanım miktarı arttıkça finansal ve sosyal risk algısı; eğitim düzeyi azaldıkça psikolojik ve sosyal risk algısı azalmaktadır. Kadınlar erkeklere göre göre daha az psikolojik, sosyal ve zaman riski algılamaktadırlar. Tatil için hava yolunu kullananlar daha fazla risk algılarken, iş amacı ile uçakla seyahat edenlerin sosyal riski akraba ve arkadaş ziyareti amacı ile seyahat edenlere göre çok az algıladıkları bulunmuştur

Kaynakça

  • ASSAEL, H. (1987), Consumer Behavior and Marketing Action, PWS Kent, Boston
  • BAUER, R.A. (1967), The Concept of Perceived Risk, Risk Taking and Information Handling in Consumer Behavior, (Editör Cox, D.F.), Harvard University Press, Boston:21-25
  • BERK, Niyazi. (1993), Sigortacılıkta Risk Yönetimi, Emek Sigorta Yayınları, İstanbul
  • CAMPELL, M.C. ve GOODSTEIN, R.C. (2001), The Moderating Effect of Perceived Risk On Consumers’ Evaluations of Product Incongruity: Preference for the Norm, Journal Of Consumer Research, 28: 439-449.
  • COX, D.F. (1967), Risk Handling in Consumer Behavior- an Intensive Study of Two Cases., Risk Taking and Information Handling in Consumer Behavior, (Editör Cox, D.F.), Harvard University Press, Boston:34-81.
  • CUNNINGHAM, S.M., (1967), The Major Dimensions of Perceived Risk., Risk Taking and Information Handling in Consumer Behavior (Editör Cox, D.F.), Harvard University Press, Boston: 82-108
  • CURRIM, I.S. ve SARIN, R.K., (1983), Prospect Versus Utility, Management Sciences, 35: 22-41.
  • DASH, R.B., (1976), Risk and Personality-Related Dimensions of Store Choice, Journal Of Marketing, 40: 32-39.
  • DOWLING, G.R. ve STAELIN, R. (1994), A Model of Perceived Risk and Intended Risk-Handling Activity, Journal Of Consumer Research, 21, 1994: 119-135
  • ENGEL, J.F., BLACKWELL, R.D. ve MINIARD, P.W. (1990), Consumer Behavior, Dryden Press, Orlan- do.
  • ENGEL, J.F., BLACKWELL, R.D. ve KOLLAT, D.T., (1982), Consumer Behavior, Dreyden Press, Chicago.
  • EVANS, J.R. ve BERMAN, B., (1992) Marketing, Macmillan Pub. Company, New York.
  • FINUCANE, M.L., ALHAKAMI, A., SLOVIC, P., JOHNSON, S.M. (2000), The Affect
  • Heuristic in Judgments of Risks and Benefits, Journal of Behavioral Decision Making, 13: 1-17.
  • GÜLPINAR, S., (2004), Algılanan Risk ile Bilgi Arayışı Arasındaki İlişki: Uçak Bileti Satın Alan Tüketicilere Yönelik Bir Uygulama, Basılmamış Yüksek Lisans Tezi, Hacettepe Üniversitesi, Sosyal Bilimler Enstitüsü, Eylül, Ankara.
  • HAWKINS, D.I., BEST, R.J., CONEY, K.A., (2001), Consumer Behavior: Building Marketing Strategy, The McGraw – Hill Comp., New York.
  • HISRICH, R.D., DORNOFF, R.J., KERNAN, J.B., (1972), Perceived Risk In Store Selection, Journal Of Marketing Research, 9: 435-39.
  • HOOVER, R.J., GREEN, R.T., SAEGERT, J.(1978), A Cross National Study Of Perceived Risk, Journal Of Marketing, 42(3): 102-108.
  • KAPLAN, L.B., JACOBY, J., SZYBILLO, G. (1974), Compenents of Perceived Risk inProduct Purchase: a cross-validation, Journal of Applied Psychology, 59:287-291.
  • KEEGAN, W. (1995), Marketing, Prentince Hall, Englewood Cliffs.
  • LIEBERMAN, Y. Ve S. STASHEVSKY (2002), Perceived Risks as Barriers to Internet and e-commerce Usage, Qualitive Market Research: An International Journal, 5(4):291-300
  • LOVELOCK, C.H., VANDERMERWE, S., LEWIS, B., (1999), Services Marketing, Essex, Pearson Education Limited, Essex.
  • MITCHELL, V.W. ve BOUSTANI, P. (1994), A Preliminary Investigation into Pre- andPost-Purchase Risk Perception and Reduction, European Journal Of Marketing, 28(1): 56-71.
  • MITCHELL, V.W. ve BOUSTANI, P. (1993), Market Development Using NewProducts and New Customers:A Role for Perceived Risk, European Journal Of Marketing, 27(2):17-32
  • MITCHELL, V.W. ve GREATOREX, M.(1988), Consumer Risk Perception in UK Wine Market, European Journal Of Marketing, 22(9);5-15.
  • MITCHELL, V.W. ve GREATOREX, M.(1993), Risk Perception and Reduction in thePurchase of Consumer Services, The Service Industries Journal, 13(4):179-200.
  • MITCHELL, V.W. ve GREATOREX, M. “Risk Reducing Strategies used in the Purchase of Wine in the UK” European Journal Of Marketing, 23(9), 1989: 31-46.
  • MITCHELL, V.W.(1999), Consumer Perceived Risk:Conceptualisions and Models, European Journal Of Marketing, 33(1/2):163-195
  • MOUTINHO, L. (2000), Strategic Management In Tourism, CABI Publishing, New York.
  • MYERS, J.H. ve REYNOLDS, W.H. (1967), Consumer Behavior and Marketing Management, Hougton Mifflin Company, Boston.
  • PETTIGREW, F. (1968), The Measurement and Cooelates of Category Width as a Cognitive Variable, Journal of Personality, 26: 83-88.
  • POPIELARZ, D.T. (1967), An Exploration Of Perceived Risk and Willingness to Try New Products, Journal of Marketing Research, 4(November):368-372.
  • ROSELIUS, T. (1971), Consumer Rankings of Risk Reduction Methods, Journal of Marketing, 35(January): 56-61.
  • SCHIFFMAN, L.G. ve KANUK, L.L., (2000), Consumer Behavior, Prentince Hall, Boston.
  • SOLOMON, M., BAMOSSY, G., ASKEGAARD, S. (2002), Consumer Behavior, Prentince Hall, Upper Saddle River.
  • SÖNMEZ, S.F., GRAEFE, A.R., (1998), Influence of Terrorism Risk on Foreign Tourism Decisions, Annals of Tourism Research, 1:112-144.
  • STONE, R.N. ve GRØNHAUG, K. (1993), Perceived Risk: Further Considerations For The Marketing Discipline, European Journal of Marketing, 27(3):39-50.
  • STONE, R.N. ve MASON, J.B. (1995), Attitude and Risk: Exploring the Relationship”, Psychology& Marketing, 12(2):135-153.
  • TDK (TÜRK DİL KURUMU) SÖZLÜĞÜ, (1997), Türk Dil Kurumu Yayınları, Milliyet, İstanbul.
  • WILLETT, A.M.(1971), The Economic Theory of Risk and Insuarance, Huebner Foundation Studies, New York.
  • ZEITHAML, V.A., PARASURAMAN, A., BERRY, L.L.(1985), Problems and Strategies in Services Marketing, Journal Of Marketing, 49(2): 33-46.

RISKS PERCEIVED BY CUSTOMERS IN SERVICE SECTOR: A SURVEY IN AIRLINE INDUSTRY

Yıl 2005, Sayı: 1, 49 - 63, 01.03.2005

Öz

This article aims to study the risks perceived by people who buy airline services and if their perceptions were chanced depending on their purchasing purpose, experience, frequency of usage and demographic variables such as gender, age and education. Customers in our sample perceived five types of risk categories in buying airline services. These are physical, financial, time, social and psychological risks. If age and years of usage increase, perception of financial risk decreases and while usage frequency increases, perception of financial and social risk decrease. The less educational level is, the lesspsychological and social risks were perceived. Women perceive less psychological, social and time risk than men. Those using the airline services for holiday perceive more risk in general; on the other hand, those who use the airlines for business purposes perceive less social risk than those using these services for visiting their friends and relatives

Kaynakça

  • ASSAEL, H. (1987), Consumer Behavior and Marketing Action, PWS Kent, Boston
  • BAUER, R.A. (1967), The Concept of Perceived Risk, Risk Taking and Information Handling in Consumer Behavior, (Editör Cox, D.F.), Harvard University Press, Boston:21-25
  • BERK, Niyazi. (1993), Sigortacılıkta Risk Yönetimi, Emek Sigorta Yayınları, İstanbul
  • CAMPELL, M.C. ve GOODSTEIN, R.C. (2001), The Moderating Effect of Perceived Risk On Consumers’ Evaluations of Product Incongruity: Preference for the Norm, Journal Of Consumer Research, 28: 439-449.
  • COX, D.F. (1967), Risk Handling in Consumer Behavior- an Intensive Study of Two Cases., Risk Taking and Information Handling in Consumer Behavior, (Editör Cox, D.F.), Harvard University Press, Boston:34-81.
  • CUNNINGHAM, S.M., (1967), The Major Dimensions of Perceived Risk., Risk Taking and Information Handling in Consumer Behavior (Editör Cox, D.F.), Harvard University Press, Boston: 82-108
  • CURRIM, I.S. ve SARIN, R.K., (1983), Prospect Versus Utility, Management Sciences, 35: 22-41.
  • DASH, R.B., (1976), Risk and Personality-Related Dimensions of Store Choice, Journal Of Marketing, 40: 32-39.
  • DOWLING, G.R. ve STAELIN, R. (1994), A Model of Perceived Risk and Intended Risk-Handling Activity, Journal Of Consumer Research, 21, 1994: 119-135
  • ENGEL, J.F., BLACKWELL, R.D. ve MINIARD, P.W. (1990), Consumer Behavior, Dryden Press, Orlan- do.
  • ENGEL, J.F., BLACKWELL, R.D. ve KOLLAT, D.T., (1982), Consumer Behavior, Dreyden Press, Chicago.
  • EVANS, J.R. ve BERMAN, B., (1992) Marketing, Macmillan Pub. Company, New York.
  • FINUCANE, M.L., ALHAKAMI, A., SLOVIC, P., JOHNSON, S.M. (2000), The Affect
  • Heuristic in Judgments of Risks and Benefits, Journal of Behavioral Decision Making, 13: 1-17.
  • GÜLPINAR, S., (2004), Algılanan Risk ile Bilgi Arayışı Arasındaki İlişki: Uçak Bileti Satın Alan Tüketicilere Yönelik Bir Uygulama, Basılmamış Yüksek Lisans Tezi, Hacettepe Üniversitesi, Sosyal Bilimler Enstitüsü, Eylül, Ankara.
  • HAWKINS, D.I., BEST, R.J., CONEY, K.A., (2001), Consumer Behavior: Building Marketing Strategy, The McGraw – Hill Comp., New York.
  • HISRICH, R.D., DORNOFF, R.J., KERNAN, J.B., (1972), Perceived Risk In Store Selection, Journal Of Marketing Research, 9: 435-39.
  • HOOVER, R.J., GREEN, R.T., SAEGERT, J.(1978), A Cross National Study Of Perceived Risk, Journal Of Marketing, 42(3): 102-108.
  • KAPLAN, L.B., JACOBY, J., SZYBILLO, G. (1974), Compenents of Perceived Risk inProduct Purchase: a cross-validation, Journal of Applied Psychology, 59:287-291.
  • KEEGAN, W. (1995), Marketing, Prentince Hall, Englewood Cliffs.
  • LIEBERMAN, Y. Ve S. STASHEVSKY (2002), Perceived Risks as Barriers to Internet and e-commerce Usage, Qualitive Market Research: An International Journal, 5(4):291-300
  • LOVELOCK, C.H., VANDERMERWE, S., LEWIS, B., (1999), Services Marketing, Essex, Pearson Education Limited, Essex.
  • MITCHELL, V.W. ve BOUSTANI, P. (1994), A Preliminary Investigation into Pre- andPost-Purchase Risk Perception and Reduction, European Journal Of Marketing, 28(1): 56-71.
  • MITCHELL, V.W. ve BOUSTANI, P. (1993), Market Development Using NewProducts and New Customers:A Role for Perceived Risk, European Journal Of Marketing, 27(2):17-32
  • MITCHELL, V.W. ve GREATOREX, M.(1988), Consumer Risk Perception in UK Wine Market, European Journal Of Marketing, 22(9);5-15.
  • MITCHELL, V.W. ve GREATOREX, M.(1993), Risk Perception and Reduction in thePurchase of Consumer Services, The Service Industries Journal, 13(4):179-200.
  • MITCHELL, V.W. ve GREATOREX, M. “Risk Reducing Strategies used in the Purchase of Wine in the UK” European Journal Of Marketing, 23(9), 1989: 31-46.
  • MITCHELL, V.W.(1999), Consumer Perceived Risk:Conceptualisions and Models, European Journal Of Marketing, 33(1/2):163-195
  • MOUTINHO, L. (2000), Strategic Management In Tourism, CABI Publishing, New York.
  • MYERS, J.H. ve REYNOLDS, W.H. (1967), Consumer Behavior and Marketing Management, Hougton Mifflin Company, Boston.
  • PETTIGREW, F. (1968), The Measurement and Cooelates of Category Width as a Cognitive Variable, Journal of Personality, 26: 83-88.
  • POPIELARZ, D.T. (1967), An Exploration Of Perceived Risk and Willingness to Try New Products, Journal of Marketing Research, 4(November):368-372.
  • ROSELIUS, T. (1971), Consumer Rankings of Risk Reduction Methods, Journal of Marketing, 35(January): 56-61.
  • SCHIFFMAN, L.G. ve KANUK, L.L., (2000), Consumer Behavior, Prentince Hall, Boston.
  • SOLOMON, M., BAMOSSY, G., ASKEGAARD, S. (2002), Consumer Behavior, Prentince Hall, Upper Saddle River.
  • SÖNMEZ, S.F., GRAEFE, A.R., (1998), Influence of Terrorism Risk on Foreign Tourism Decisions, Annals of Tourism Research, 1:112-144.
  • STONE, R.N. ve GRØNHAUG, K. (1993), Perceived Risk: Further Considerations For The Marketing Discipline, European Journal of Marketing, 27(3):39-50.
  • STONE, R.N. ve MASON, J.B. (1995), Attitude and Risk: Exploring the Relationship”, Psychology& Marketing, 12(2):135-153.
  • TDK (TÜRK DİL KURUMU) SÖZLÜĞÜ, (1997), Türk Dil Kurumu Yayınları, Milliyet, İstanbul.
  • WILLETT, A.M.(1971), The Economic Theory of Risk and Insuarance, Huebner Foundation Studies, New York.
  • ZEITHAML, V.A., PARASURAMAN, A., BERRY, L.L.(1985), Problems and Strategies in Services Marketing, Journal Of Marketing, 49(2): 33-46.
Toplam 41 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Bölüm Araştırma Makalesi
Yazarlar

Leyla Özer Bu kişi benim

Serdar Gülpınar Bu kişi benim

Yayımlanma Tarihi 1 Mart 2005
Yayımlandığı Sayı Yıl 2005 Sayı: 1

Kaynak Göster

APA Özer, L., & Gülpınar, S. (2005). Hizmet Sektöründe Tüketicilerin Algıladıkları Riskler: Hava Yolları Sektöründe Bir Araştırma. Gazi Üniversitesi Ticaret Ve Turizm Eğitim Fakültesi Dergisi(1), 49-63.
AMA Özer L, Gülpınar S. Hizmet Sektöründe Tüketicilerin Algıladıkları Riskler: Hava Yolları Sektöründe Bir Araştırma. Gazi Üniversitesi Ticaret ve Turizm Eğitim Fakültesi Dergisi. Mart 2005;(1):49-63.
Chicago Özer, Leyla, ve Serdar Gülpınar. “Hizmet Sektöründe Tüketicilerin Algıladıkları Riskler: Hava Yolları Sektöründe Bir Araştırma”. Gazi Üniversitesi Ticaret Ve Turizm Eğitim Fakültesi Dergisi, sy. 1 (Mart 2005): 49-63.
EndNote Özer L, Gülpınar S (01 Mart 2005) Hizmet Sektöründe Tüketicilerin Algıladıkları Riskler: Hava Yolları Sektöründe Bir Araştırma. Gazi Üniversitesi Ticaret ve Turizm Eğitim Fakültesi Dergisi 1 49–63.
IEEE L. Özer ve S. Gülpınar, “Hizmet Sektöründe Tüketicilerin Algıladıkları Riskler: Hava Yolları Sektöründe Bir Araştırma”, Gazi Üniversitesi Ticaret ve Turizm Eğitim Fakültesi Dergisi, sy. 1, ss. 49–63, Mart 2005.
ISNAD Özer, Leyla - Gülpınar, Serdar. “Hizmet Sektöründe Tüketicilerin Algıladıkları Riskler: Hava Yolları Sektöründe Bir Araştırma”. Gazi Üniversitesi Ticaret ve Turizm Eğitim Fakültesi Dergisi 1 (Mart 2005), 49-63.
JAMA Özer L, Gülpınar S. Hizmet Sektöründe Tüketicilerin Algıladıkları Riskler: Hava Yolları Sektöründe Bir Araştırma. Gazi Üniversitesi Ticaret ve Turizm Eğitim Fakültesi Dergisi. 2005;:49–63.
MLA Özer, Leyla ve Serdar Gülpınar. “Hizmet Sektöründe Tüketicilerin Algıladıkları Riskler: Hava Yolları Sektöründe Bir Araştırma”. Gazi Üniversitesi Ticaret Ve Turizm Eğitim Fakültesi Dergisi, sy. 1, 2005, ss. 49-63.
Vancouver Özer L, Gülpınar S. Hizmet Sektöründe Tüketicilerin Algıladıkları Riskler: Hava Yolları Sektöründe Bir Araştırma. Gazi Üniversitesi Ticaret ve Turizm Eğitim Fakültesi Dergisi. 2005(1):49-63.