Hava Yolu Endüstrisinde Hizmet Kalitesi, Müşteri Memnuniyeti ve Davranışsal Niyetlerin Modellenmesi: Yapısal Eşitlik Modellemesi Yaklaşımı

Yıl 2017, Cilt: 2 Sayı: 6, 11 - 29, 15.10.2017

Kübra Şimşek Orkun Demirbağ

https://doi.org/10.23834/isrjournal.341694

Cited By: 4

Öz

Son yıllarda hava yolu endüstrisinde
teknoloji ve yaşam kalitesindeki değişen koşullar dolayısıyla müşteri yapısı ve
beklentileri, diğer hizmet endüstrilerinde olduğu gibi değişikliğe uğramıştır.
Hizmet kalitesi ve yeni piyasa yapısına yönelik beklentiler değiştikçe havayolu
şirketleri de müşterilerin beklentilerini yüksek memnuniyetle karşılayarak ve
değişen piyasa koşullarını anlayarak rekabet avantajı sağlayabileceklerdir. Bu
bağlamda, bu çalışmanın amacı, müşteriler tarafından algılanan havayolu hizmet
kalitesinin boyutlarını belirlemek; algılanan hizmet kalitesinin müşteri
memnuniyeti üzerindeki etkilerini ve müşteri memnuniyetinin müşterilerin
davranışsal niyetlerine olan etkilerini kavramsal bir model kullanarak
eşzamanlı olarak ortaya koymaktadır. Bu araştırmada kullanılan algılanan hizmet
kalitesi boyutları AIRQUAL ve SERVPERF modelleri temel alınarak
geliştirilmiştir. Mevcut çalışmalardan farklı olarak, bu çalışma, algılanan
hizmet kalitesini, müşteri memnuniyetini ve davranışsal niyetleri tek bir
modelde saptamaktadır. Bu araştırmanın örneklemi, son bir yıldır Türkiye'nin
ulusal hava yollarından herhangi biriyle uçmuş olan yolcuları içermekte olup,
örneklem seçimi yargısal örnekleme yöntemi ile yapılmıştır. Yapısal eşitlik
modellemesi, ölçütlerin güvenilirliğini ve geçerliğini doğrulamak ve yapılar
arasındaki ilişkileri incelemek için uygulanmaktadır. Çalışmadan elde edilen
sonuçlara göre, algılanan hizmet kalitesinin boyutlarından biri olan imaj,
müşteri memnuniyetinin en önemli belirleyicisidir. Ayrıca, müşteri memnuniyeti;
kulaktan kulağa yayma ve tekrar satın alma davranışını önemli ölçüde olumlu
etkilemektedir. Bununla birlikte, müşteri memnuniyeti ve müşterilerin olumsuz
geri bildirimleri arasındaki ilişki önerilen hipoteze zıt olarak bulunmuştur.
Bu araştırma, daha önceki araştırmalara destekleyici bulgular sağlamanın yanı
sıra, daha ileri araştırmalar için müşteri memnuniyeti ve olumsuz geri
bildirimler arasındaki ilişki konusunda kritik bir soruyu gündeme
getirmektedir.

Anahtar Kelimeler

Hava yolu endüstrisi, Davranışsal niyet, müşteri memnuniyeti, hizmet kalitesi.

Modeling Service Quality, Customer Satisfaction and Behavioral Intentions in Airline Industry: A SEM Approach

Öz

Recently, the customer structure and
their expectations are changed in the airline industry same as the other
service industries with changed conditions by technology, quality of living
etc. Due to changing expectations for service quality and new market structure,
airline companies will be able to provide a competitive advantage through
meeting customers' expectations with high satisfaction and understanding the
changing market. In this context, the aim of this study is identifying the
determinants of airline service quality perceived by customers; reveal the
effects of perceived service quality on customer satisfaction, and effects of
customer satisfaction on behavioral intentions of customers, simultaneously by
using a conceptual model. Perceived service quality dimensions used in this research
are developed on the basis of the AIRQUAL and SERVPERF models. Unlike existing
studies, the study also posits perceived service quality, customer satisfaction
and behavioral intentions in a single model. 
The sample of this research comprises the passengers who had flown on
any of the national airlines of Turkey in the recent year and they are selected
using non-probability judgmental sampling technique. Structural equation
modeling is performed to confirm reliability and validity of the measures and examine
the structural relationships between constructs. According to obtained results,
image that is one of the dimensions of perceived service quality is the
strongest significant determinant of customer satisfaction. Also, word-of-mouth
and repurchase intention are significantly and positively influenced by
customer satisfaction. However, the relationship between customer satisfaction
and negative feedbacks of the customers is found positive contrary to proposed
hypothesis. As well as the supportive findings of previous research, this study
raises a critical question regarding the relationship between customer
satisfaction and negative feedbacks for further research to focus on. 

Anahtar Kelimeler

Airline Industry, Behavioral Intentions, Customer Satisfaction, service quality

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