Dialogue and Transparency in Value Co-creation: An Empirical Analysis of Airline Passengers

Öz

Increasing the interaction between firms and customers relation in the service system led to changes in the value creation processes. Value is co-created between actors who have high communication and information sharing, unlike traditional approaches. In this context, the study focusing on the value co-creation process between passengers and airline firms; it aims to reveal the effect of the dialogue and transparency on passenger trust, as well as the effects of the trust on affective and normative commitment. The data set obtained from participants by the questionnaire form applied online to airline passengers. The study hypotheses tested through the Least Squares-Structural Equation Model (PLS-SEM). The findings show that dialogue and transparency, which are the determinants of the value co-creation process, have an impact on passenger trust. Especially the acceleration of multi-directional information flows and minimizing the losses during these flows affect the trust levels of the passengers in value co-creation processes. The results also show that the relationship between passengers' trust and their affective and normative commitment to the airlines. This relationship between passenger trust and commitment (affective and normative) is a long-term investment. At the same time, the passengers' trust and commitment are the determinants of indirect and/or direct value co-creation processes.

Anahtar Kelimeler

• value co-creation
• trust
• dialogue
• transparency
• commitment
• airline passengers

Ortak Değer Yaratmada Diyalog ve Şeffaflık: Havayolu Yolcularının Ampirik Analizi

Öz

Hizmet sisteminde firmalar ve müşteriler arasındaki etkileşimin artırılması, değer yaratma süreçlerinde değişikliklere yol açmıştır. Değer, geleneksel yaklaşımların aksine, yüksek iletişim ve bilgi paylaşımına sahip aktörler arasında birlikte yaratılmaktadır. Bu bağlamda, yolcular ve havayolu firmaları arasındaki değer yaratma sürecine odaklanan çalışma; diyalog ve şeffaflığın yolcu güveni üzerindeki etkisini ve yolcu güveninin duygusal ve normatif bağlılık üzerindeki etkilerini ortaya çıkarmayı amaçlamaktadır. Çalışmanın veri seti havayolu yolcularına çevrimiçi olarak uygulanan anket formu ile oluşturulmuş ve hipotezler En Küçük Kareler-Yapısal Eşitlik Modeli (EKK-YEM) ile test edilmiştir. Bulgular, değer yaratma sürecinin belirleyicileri olan diyalog ve şeffaflığın yolcu güvenini etkilediğini ortaya koymaktadır. Özellikle çok yönlü bilgi akışlarının hızlanması ve bu akışlar sırasında kayıpların en aza indirilmesi, yolcuların değer yaratma süreçlerine duyduğu güven düzeylerini etkilemektedir. Sonuçlar aynı zamanda yolcuların güveni ile havayollarına duydukları duygusal ve normatif bağlılık arasındaki ilişkinin de olduğunu göstermektedir. Yolcu güveni ve bağlılığı (duygusal ve normatif) arasındaki bu ilişki uzun vadeli bir yatırımdır. Aynı zamanda, yolcuların güven ve bağlılıkları dolaylı ve / veya doğrudan değer ortak yaratım süreçlerinin belirleyicisidir.

Anahtar Kelimeler

• ortak değer yaratma
• güven
• diyalog
• şeffaflık
• bağlılık
• havayolu yolcusu

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