The Moderating Effect of Generation on The Relationship Between Service Quality and Perceived Value: A Research on Gen X and Gen Y in the Airline Industry

Abstract

The primary aim of this research is to examine the moderator effect of generation on the relationship between service quality and perceived value specific to Gen X and Gen Y. With this study, it is considered that it is important to understand the potential generation effect on service quality for airline company managers and to develop effective marketing strategies according to generations. The study was designed using a quantitative method. The research data were obtained by using the survey technique at Antalya Airport in 2018 and a total of 909 participants were reached. Reliability and validity analysis, correlation analysis and hierarchical regression analysis were performed in the study. As a result, it was found that generation has moderator effect on the relationship between physical appearance and perceived value, between reliability and perceived value, between responsiveness and perceived value, between assurance and perceived value.

Keywords

• Airline Industry,Service Quality,Perceived Value,Gen X,Gen Y

Hizmet Kalitesi ile Algılanan Değer Arasındaki İlişkide Kuşağın Moderatör Etkisi: Havayolu Endüstrisinde X ve Y Kuşağı Üzerine Bir Araştırma

Abstract

Bu araştırmanın temel amacı, X ve Y kuşağı özelinde hizmet kalitesi ile algılanan değer arasındaki ilişkide kuşağın moderatör etkisini incelemektir. Bu çalışma ile havayolu firması yöneticileri için hizmet kalitesine ilişkin potansiyel kuşak etkisini anlamanın ve kuşaklara göre etkin pazarlama stratejileri geliştirmenin önemli olduğu düşünülmektedir. Çalışma, nicel yöntem kullanılarak tasarlanmıştır. Araştırma verileri, 2018 yılında Antalya Havalimanı’nda anket tekniği kullanılarak elde edilmiş ve toplam 909 katılımcıya ulaşılmıştır. Çalışmada; güvenilirlik ve geçerlilik analizi, korelasyon analizi ve hiyerarşik regresyon analizi yapılmıştır. Sonuç olarak; fiziksel görünüm ile algılanan değer, güvenilirlik ile algılanan değer, yanıt verebilirlik ile algılanan değer ve güvence ile algılanan değer arasındaki ilişkilerde kuşağın moderatör bir etkiye sahip olduğu tespit edilmiştir.

Keywords

• Havayolu endüstrisi,Hizmet kalitesi,Algılanan değer,X kuşağı,Y kuşağı

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