FİYAT, BAĞLILIK VE TATMİN İLİŞKİSİ MODELİ: TÜRK HAVA KURUMU ÜNİVERSİTESİ HAVACILIK YÖNETİMİ BÖLÜMÜ ÖĞRENCİLERİ ÜZERİNE BİR ARAŞTIRMA

Yıl 2021, Cilt: 1 Sayı: 2, 78 - 95, 25.02.2021

Furkan Karaman

Öz

Havacılık sektörü dünyada olduğu gibi Türkiye’de de hızla gelişmektedir. Bu gelişmenin bir sonucu olarak gün geçtikçe sektörde yoğun bir rekabet ortamı gözlenmektedir. Sektörde oyun kurucu rolünü üstlenen havayolu firmaları çeşitli kampanyalar aracılığıyla tüketicilere hitap etmekte ve onları kendi havayollarından bilet satın almaya teşvik etmek amacıyla çalışmaktadır. Bu çalışmada, üniversite hayatına havacılık sektörünün içinde adım atmayı tercih etmiş olan, havacılık yönetimi bölümü öğrencilerinin uçak bileti satın alırken “Fiyat Adaleti”, “Müşteri Memnuniyeti”, “Müşteri Bağlılığı”, Fiyat Kabulü” gibi unsurlar arasındaki ilişkilerin oluşturulan 5 hipotez aracılığıyla açıklanması amaçlanmıştır. Araştırmanın sonucunda, algılanan “Müşteri Memnuniyeti” ve algılanan “Fiyat Kabulü” arasındaki ilişkinin üzerinde çalışılan örneklem için en yüksek anlamlılık düzeyine sahip olduğu gözlemlenmiştir. Bunu sırasıyla; algılanan “Fiyat Adaleti” ile algılanan “Müşteri Memnuniyeti” arasındaki ilişki, algılanan “Müşteri Bağlılığı” ile algılanan “Fiyat Adaleti” arasındaki ilişki, algılanan “Müşteri Memnuniyeti” ile algılanan “Müşteri Bağlılığı” arasındaki ilişki ve son olarak algılanan “Fiyat Adaleti” ile algılanan “Müşteri Bağlılığı” arasındaki ilişki takip etmektedir.

Anahtar Kelimeler

Havacılık, Fiyat Adaleti, Fiyat Kabulü, Müşteri Memnuniyeti, Müşteri Bağlılığı

THE RELATION MODEL OF PRICE, COMMITMENT AND SATISFACTION: A RESEARCH ON AVIATION MANAGEMENT DEPARTMENT STUDENTS OF UNIVERSITY OF TURKISH AERONAUTICAL ASSOCIATION

Öz

Aviation industry is developing rapidly in Turkey as well as in the world. As a result of this development, an intense competitive environment is observed in the sector day by day. Airline companies that play the role of playmaker in the sector try to appeal to consumers through various campaigns and work to encourage them to purchase tickets from their own airlines. In this study, it is aimed to explain the aviation management students who chose to step into the university life within the aviation industry, by purchasing air tickets, the relations between the items such as "Price Fairness", "Customer Satisfaction", "Customer Loyalty", Price Acceptance "are created through 5 hypotheses. As a result of the research, it has been observed that the relationship between perceived “Customer Satisfaction” and perceived “Price Acceptance” has the highest level of significance for the sample studied. This in turn; The relationship between the perceived “Price Fairness” and the perceived “Customer Satisfaction”, the relationship between the perceived “Customer Loyalty” and the perceived “Price Acceptance”, the relationship between the perceived “Customer Satisfaction” and the perceived “Customer Loyalty” and the relationship between the perceived “Price Fairness” and the percieved "loyalty".

Anahtar Kelimeler

Aviation, Price Fairness, Price Acceptance, Customer Satisfaction, Customer Loyalty

Kaynakça

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