Hizmet Telafisinden Duyulan Memnuniyetin Yeniden Satın Alma Niyetine Etkisinde Yolcu Tatmininin Aracılık Rolü: Havayolu Yolcuları Özelinde Bir Araştırma

Öz

Adalet teorisine dayanan bu çalışma, hizmet telafisi memnuniyetinin alt boyutlarının, genel yolcu tatmininin aracılık rolüyle yeniden satın alma niyeti üzerindeki etkilerini anlamayı amaçlamaktadır. İstanbul'da yapılan bu ampirik çalışma, araştırmaya katılmayı gönüllü olarak kabul eden 246 yolcudan toplanan anket verileri üzerinde, yapısal eşitlik modellemesi kullanılarak gerçekleştirilmiştir. Sonuç olarak, genel yolcu tatmini, hizmet telafisinin yeterliliği ve yolcu ilişkilerinden duyulan memnuniyetin yeniden satın alma niyeti üzerindeki etkisinde aracılık rolünü oynamaktadır. Hizmet telafisinin yeterliliği ve yolcu ilişkilerinden duyulan memnuniyet, genel yolcu tatminini olumlu bir şekilde etkilemektedir. Ayrıca, genel yolcu tatmininin yeniden satın alma niyeti üzerinde olumlu bir etkisi vardır. Çalışanlar için iletişim becerilerini, nezaketi ve empatiyi geliştirmek, hizmet aksaklıkları yaşayan yolcuların hoşgörü seviyelerini artırmak açısından çok önemli bir konudur. Bu çalışma, daha önce hizmet başarısızlığı yaşayan havayolu yolcularının hizmet telafisi memnuniyetlerinin yeniden satın alma niyetine etkisinde genel yolcu tatmininin aracılık rolünü inceleyerek literatüre katkıda bulunmayı amaçlamaktadır.

Anahtar Kelimeler

• Genel Yolcu Tatmini
• Yeniden Satın Alma Niyeti
• Hizmet Telafisi

The Mediation Role of Passenger Overall Satisfaction in the Effect of Complaint Satisfaction on Repurchase Intention: An Empirical Study on Airline Passengers

Öz

This study, based on justice theory, aims to understand the effects of the sub-dimensions of complaint satisfaction on repurchase intention through the mediating role of passengers’ overall satisfaction. An empirical study was conducted using survey data gathered from 246 passengers who volunteered to participate in the study in İstanbul, utilizing structural equation modeling. As a result, complaint satisfaction related to adequacy and customer relations positively affects repurchase intention through the mediation of passengers’ overall satisfaction. Complaint satisfaction related to adequacy and passenger relations also directly affects passengers’ overall satisfaction positively. Additionally, passengers’ overall satisfaction positively influences repurchase intention. Developing communication skills, courtesy, and empathy among employees is crucial for enhancing the tolerance levels of passengers who have experienced service failures. This study aims to contribute to the literature by examining the mediating role of passengers’ overall satisfaction in the relationship between complaint satisfaction and repurchase intention among airline passengers who have previously faced service failures.

Anahtar Kelimeler

• Passenger Overall Satisfaction
• Repurchase Intention
• Complaint Satisfaction

Kaynakça

1. Abd Rashid, M. H., Ahmad, F. S., and Othman, A. K. (2014). Does service recovery affect customer satisfaction? A study on co-created retail industry. Procedia-Social and Behavioral Sciences, 130, 455-460.
2. Ahmad, B. (2023)., Determining Repurchase Intentions of Airline Passengers: Role of Cabin Crew Competence and Passenger Satisfaction. International Journal of Management Research and Emerging Sciences, 13(4).
3. Ahmed, R. R., Vveinhardt, J., Warraich, U. A., Hasan, S. S. U., & Baloch, A. (2020). Customer satisfaction & loyalty and organizational complaint handling: Economic aspects of business operation of airline industry. Engineering Economics, 31(1), 114-125.
4. Amoako, G. K., Caesar, L. D., Dzogbenuku, R. K., & Bonsu, G. A. (2023). Service recovery performance and repurchase intentions: the mediation effect of service quality at KFC. Journal of Hospitality and Tourism Insights, 6(1), 110-130.
5. Armağan, E., & Gider, A. (2017). Tüketici marka ilginliği ile tekrar satın alma niyeti arasındaki ilişki: Genç tüketicilerde cep telefonu örneği. İşletme Araştırmaları Dergisi, 9(4), 692-712.
6. Baker, M. A., & Magnini, V. P. (2016). The evolution of services marketing, hospitality marketing and building the constituency model for hospitality marketing. International Journal of Contemporary Hospitality Management, 28(8), 1510-1534.
7. Çabuk, S., Nakıboğlu, B., & Canoğlu, M. (2013). Algılanan otel imajı ve hizmet kalitesi ile tekrar satın alma niyeti arasındaki ilişkiler. Anatolia: Turizm Araştırmaları Dergisi, 24(1), 96-108.
8. Chen, F. Y., & Chang, Y. H. (2005). Examining airline service quality from a process perspective. Journal of Air Transport Management, 11(2), 79-87.

9. Chin, W. W., & Todd, P. A. (1995). On the use, usefulness, and ease of use of structural equation modeling in MIS research: A note of caution. MIS Quarterly, 19(2), 237-246.
10. Chou, P. F., Lu, C. S., & Chang, Y. H. (2014). Effects of service quality and customer satisfaction on customer loyalty in high-speed rail services in Taiwan. Transportmetrica A: transport science, 10(10), 917-945.
11. Cranage, D. (2004). Plan to do it right: and plan for recovery. International Journal of Contemporary Hospitality Management, 16(4), 210-219.
12. Demeter, C., Walters, G., & Mair, J. (2021). Identifying appropriate service recovery strategies in the event of a natural disaster. Journal of Hospitality and Tourism Management, 46, 405-413.
13. Etemad-Sajadi, R., & Bohrer, L. (2019). The impact of service recovery output/process on customer satisfaction and loyalty: The case of the airline industry. Tourism and Hospitality Research, 19(2), 259-266.
14. Forbes, L. P., Kelley, S. W., & Hoffman, K. D. (2005). Typologies of e‐commerce retail failures and recovery strategies. Journal of Services Marketing, 19(5), 280-292.
15. Fornell, C., & Robinson, W. T. (1983). Industrial organization and consumer satisfaction/dissatisfaction. Journal of Consumer Research, 9(4), 403-412.
16. Ha, J., & Jang, S. S. (2009). Perceived justice in service recovery and behavioral intentions: The role of relationship quality. International Journal of Hospitality Management, 28(3), 319-327.
17. Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate data analysis (7th ed.). Upper Saddle River, NJ: Prentice Hall. Hair, J. F., Ringle, C. M., & Sarstedt, M. (2011). The use of partial least squares (PLS) to address marketing management topics. Journal of Marketing Theory and Practice, 19(2), 135-138.
18. Hennig-Thurau, T., Gwinner, K. P., & Gremler, D. D. (2002). Understanding relationship marketing outcomes: An integration of relational benefits and relationship quality. Journal of Service Research, 4(3), 230-247.
19. Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115-135.
20. Henseler, J., Ringle, C. M., & Sinkovics, R. R. (2009). The use of partial least squares path modeling in international marketing. In R. R. Sinkovics (Ed.), New challenges to international marketing (pp. 277-319). Emerald Group Publishing Limited.
21. Hess, S., Adler, T., & Polak, J. W. (2007). Modelling airport and airline choice behaviour with the use of stated preference survey data. Transportation Research Part E: Logistics and Transportation Review, 43(3), 221-233.
22. Hu, L. T., & Bentler, P. M. (1999). Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives. Structural Equation Modeling: A Multidisciplinary Journal, 6(1), 1-55.
23. Hussain, R., Al Nasser, A., & Hussain, Y. K. (2015). Service quality and customer satisfaction of a UAE-based airline: An empirical investigation. Journal of Air Transport Management, 42, 167-175.
24. Johnston, R., & Michel, S. (2008). Three outcomes of service recovery: Customer recovery, process recovery and employee recovery. International Journal of Operations & Production Management, 28(1), 79-99.
25. Kline, R. B. (2016). Principles and practice of structural equation modeling (4th ed.). New York: Guilford Press.
26. Lajevardi, M., Memeshi, E. G., Fakharmanesh, S., Shirzadegan, A., & Lajevardi, M. (2014). Investigating the effect of satisfaction on repurchase intention. Advances in Environmental Biology, 8(17), 493-508.
27. Law, C. C., Zhang, Y., & Gow, J. (2022). Airline service quality, customer satisfaction, and repurchase Intention: Laotian air passengers’ perspective. Case Studies on Transport Policy, 10(2), 741-750.
28. Leong, L. Y., Hew, T. S., Lee, V. H., & Ooi, K. B. (2015). An SEM–artificial-neural-network analysis of the relationships between SERVPERF, customer satisfaction and loyalty among low-cost and full-service airline. Expert systems with applications, 42(19), 6620-6634.
29. Liao, H. (2007). Do it right this time: The role of employee service recovery performance in customer-perceived justice and customer loyalty after service failures. Journal of applied psychology, 92(2), 475.
30. Mattila, A. S., & Mount, D. J. (2003). The impact of selected customer characteristics and response time on e-complaint satisfaction and return intent. International Journal of Hospitality Management, 22(2), 135-145.
31. Maxham III, J. G., & Netemeyer, R. G. (2002). Modeling customer perceptions of complaint handling over time: The effects of perceived justice on satisfaction and intent. Journal of Retailing, 78(4), 239-252.
32. McColl-Kennedy, J. R., & Sparks, B. A. (2003). Application of fairness theory to service failures and service recovery. Journal of Service Research, 5(3), 251-266.
33. Mohd-Any, A. A., Mutum, D. S., Ghazali, E. M., & Mohamed-Zulkifli, L. (2019). To fly or not to fly? An empirical study of trust, post-recovery satisfaction and loyalty of Malaysia Airlines passengers. Journal of Service Theory and Practice, 29(5/6), 661-690.
34. Nagel, M., & Santos, C. P. D. (2017). The relationship between satisfaction with complaint handling and repurchase intentions: detecting moderating influences in E-tail. BBR. Brazilian Business Review, 14(05), 510-527.
35. Nikbin, D., Armesh, H., Heydari, A., & Jalalkamali, M. (2011). The effects of perceived justice in service recovery on firm reputation and repurchase intention in airline industry. African journal of business Management, 5(23), 9814.
36. Nikbin, D., Marimuthu, M., Hyun, S. S., & Ismail, I. (2015). Relationships of perceived justice to service recovery, service failure attributions, recovery satisfaction, and loyalty in the context of airline travelers. Asia Pacific Journal of Tourism Research, 20(3), 239-262.
37. Özdemir, M., & Çataltepe, O. (2022). E-ticaret işletmelerinde e-hizmet kalitesi ve e-hizmet telafi kalitesinin müşteri memnuniyetine etkisi. Giresun Üniversitesi İktisadi ve İdari Bilimler Dergisi, 8(2), 153-174.
38. Öztürk, İ., & Yılmaz, İ. (2020). Otel müşterilerinin hizmet adalet algıları ve davranışsal niyetleri arasındaki ilişkide hizmet telafisi tatmini ve genel tatminin aracılık rolü. Türk Turizm Araştırmaları Dergisi, 4(3), 2361-2377.
39. Park, J. J.,and Park, J. W. (2016). Investigating the effects of service recovery quality elements on passengers' behavioral intention. Journal of Air Transport Management, 53, 235-241.
40. Polat, M., & Atalık, Ö. (2022). Examining The Effect of Airline Passengers’ Acceptance and Perceptions Toward Technology on Re-purch ase Behavior. İşletme Araştırmaları Dergisi, 14(2), 1244-1266.
41. Rhoades, D. L.,and Waguespack Jr, B. (2008). Twenty years of service quality performance in the US airline industry. Managing Service Quality: An International Journal, 18(1), 20-33.
42. Sigurdsson, V., Larsen, N. M., Gudmundsdottir, H. K., Alemu, M. H., Menon, R. V., &Fagerstrøm, A. (2021). Social media: Where customers air their troubles—How to respond to them?. Journal of Innovation and Knowledge, 6(4), 257-267.
43. Smith, A. K., & Bolton, R. N. (2002). The effect of customers' emotional responses to service failures on their recovery effort evaluations and satisfaction judgments. Journal of the academy of marketing science, 30, 5-23.
44. Smith, A. K., Bolton, R. N., & Wagner, J. (1999). A model of customer satisfaction with service encounters involving failure and recovery. Journal of marketing research, 36(3), 356-372.
45. Spreng, R. A., Harrell, G. D., & Mackoy, R. D. (1995). Service recovery: impact on satisfaction and intentions. Journal of Services marketing, 9(1), 15-23.
46. Tang, X., Chang, E. C., Huang, X.,and Zhang, M. (2018). Timing and compensation strategies in service recovery. Journal of Services Marketing, 32(6), 755-766.
47. Tax, S. S., Brown, S. W., & Chandrashekaran, M. (1998). Customer evaluations of service complaint experiences: Implications for relationship marketing. Journal of Marketing, 62(2), 60-76.
48. Temiz, S., & Kurtoğlu, R. (2023). Konaklama işletmelerinde hizmet telafisi, tekrar satin alma ve pozitif ağizdan ağiza iletişim üzerinde müşteri atiflarinin etkisi. Journal of Mehmet Akif Ersoy University Economics and Administrative Sciences Faculty, 10(1), 475-508.
49. Vanniarajan, T., & Gurunathan, P. (2009). Evaluation of linkage between service quality, customer satisfaction and repurchase intentions: An application of SEM. Asia Pacific Business Review, 5(4), 108-118.
50. Voorhees, C. M.,and Brady, M. K. (2005). A service perspective on the drivers of complaint intentions. Journal of Service Research, 8(2), 192-204.
51. Wang, C. Y., & Mattila, A. S. (2011). A cross‐cultural comparison of perceived informational fairness with service failure explanations. Journal of services marketing, 25(6), 429-439.
52. Xu, X., Liu, W., & Gursoy, D. (2019). The impacts of service failure and recovery efforts on airline customers’ emotions and satisfaction. Journal of Travel Research, 58(6), 1034-1051.
53. Yalçın, A. (2023). Adalet teorisi çerçevesinde hizmet hatası ve hizmet telafisi konu alan çalışmalarına yönelik literatür taraması. 21. Yüzyılda Eğitim ve Toplum, 12(35), 463-492.