TÜRK HAVA YOLLARI ÖRNEĞİNDE MARKA GÜVEN ALGISININ İNCELENMESİ: ÜNİVERSİTE ÖĞRENCİLERİ ÜZERİNE BİR ARAŞTIRMA

Öz

Hizmet sektöründe özellikle havayolu taşımacılığı gibi yoğun katılım ve algılanan risk düzeyi yüksek alanlarda, marka güveni tüketici tercihlerini doğrudan etkileyen kritik bir faktör olarak öne çıkmaktadır. Bu bağlamda çalışma, Türk Hava Yolları’na yönelik marka güven algısını, üniversite öğrencileri özelinde incelemeyi amaçlamaktadır. Araştırma, Trabzon Üniversitesi’nde kolayda örnekleme yöntemiyle ulaşılan dört yüz yetmiş dört katılımcının verileri temel alınarak yürütülmüştür. Veri toplama aracı, katılımcıların marka güven algısını ölçmek üzere ilgili literatür dikkate alınarak tasarlanan geçerli ve güvenilir bir ölçek olarak uygulanmıştır. Araştırma kapsamında toplanan veriler, veri setinin özelliklerine uygun istatistiksel yöntemlerle analiz edilmiştir. Bulgular, katılımcıların Türk Hava Yolları’na yönelik genel marka güven algısının orta/yüksek seviyede olduğunu ve frekans analizi sonucunda güven algısının baskın yönünün pozitif tarafta şekillendiğini göstermektedir. Cinsiyet değişkeni açısından anlamlı bir farklılık bulunmazken uçuş sıklığı, reklamlarda en çok görülen marka, Türk Hava Yolları’nın sosyal medya hesaplarını takip etme ve son bir yıl içerisinde Türk Hava Yolları ile seyahat etme deneyimi, marka güveni algısında anlamlı farklılık yaratmıştır. Özellikle, sosyal medya etkileşimi ve doğrudan deneyim marka güvenini artırıcı unsurlar olarak belirlenmiştir.

Anahtar Kelimeler

• Marka İletişimi
• Marka Güveni
• Marka Güven Algısı
• Türk Hava Yolları

AN EXAMINATION OF BRAND TRUST PERCEPTION IN THE CASE OF TURKISH AIRLINES: A STUDY ON UNIVERSITY STUDENTS

Öz

In the service sector, particularly in areas such as air transportation where the level of consumer involvement and perceived risk is high, brand trust emerges as a critical factor that directly influences consumer preferences. In this context, the study aims to examine the perception of brand trust toward Turkish Airlines specifically among university students. The research was conducted based on the data obtained from four hundred and seventy-four participants reached through the convenience sampling method at Trabzon University. The data collection instrument was applied as a valid and reliable scale designed by taking the relevant literature into consideration in order to measure participants’ perceptions of brand trust. The data collected within the scope of the research was analyzed using statistical methods appropriate to the characteristics of the dataset. The findings indicate that participants’ overall perception of brand trust toward Turkish Airlines is at a moderate to high level and that, as a result of frequency analysis, the dominant orientation of trust perception is shaped on the positive side. While no significant difference was found in terms of the gender variable flight frequency, the brand most frequently seen in advertisements, following Turkish Airlines’ social media accounts, and having traveled with Turkish Airlines within the last year created significant differences in the perception of brand trust. In particular, social media interaction and direct experience were identified as factors that increase brand trust.

Anahtar Kelimeler

• Brand Communication
• Brand Trust
• Brand Trust Perception
• Turkish Airlines

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