DART Modeli Bağlamında Ortak Değer Yaratımı ve Yolcu Sadakati: Algılanan Hizmet Yeniliğinin Aracı Rolü

Abstract

Bu çalışma değerin ortak yaratımı sürecini Diyalog, Erişilebilirlik, Risk Değerlemesi ve Şeffaflık temelindeki DART modeli kapsamında ele alarak ortak değer yaratma ve yolcu sadakati arasındaki ilişkinin algılanan hizmet yeniliği üzerindeki etkisini ortaya koymayı amaçlamaktadır. Bu amaç doğrultusunda, veriler, havayolu ile seyahat eden yolculardan çevrimiçi ve kolayda örnekleme yöntemi aracılığı ile toplanmıştır. Havayolu işletmeleri ile yolcular arasındaki ilişkiyi temel alan çalışmada elde edilen veriler SmartPLS 3.0 paket programı aracılığı ile Kısmi En Küçük Kareler-Yapısal Eşitlik Modeli (PLS-SEM) aracılığı ile test edilmiştir. Çalışmanın sonuçları, ortak değer yaratmanın algılanan hizmet yeniliği ve yolcu sadakati üzerine etkisi olduğunu göstermektedir. Bununla birlikte sonuçlar, ortak değer yaratma ve sadakat arasındaki ilişkide algılanan hizmet yeniliğinin aracılık etkisini de ortaya koymaktadır. Çalışma, DART modeli kullanılarak yolcu bakış açısıyla ortak değer yaratımının anlaşılmasına katkıda bulunmaktadır. Çalışma aynı zamanda değer yaratma sürecinin etkin ve verimli bir şekilde yönetilmesine yönelik teorik ve yönetsel katkılar da sunmaktadır.

Keywords

• ortak değer yaratma
• algılanan hizmet yeniliği
• sadakat
• DART model
• yolcu

Value Co-Creation and Passenger Loyalty in the Context of the DART Model: The Mediating Role of Perceived Service Newness

Abstract

The purpose of the study is to reveal the effect of value co-creation within the scope of the DART model, which consists of Dialogue, Access, Risk Assessment, and Transparency on perceived service newness and loyalty. In addition, it is aimed to determine the mediating role of perceived service newness between value co-creation and passenger loyalty. For this purpose, the data collected by the online and convenience sampling method from the passengers who travel airlines. The data is subjected to reliability analysis and confirmatory factor analysis in order to discover the variables that make up the dimensions in the study model. The relationship in the study model is evaluated by using partial least squares structural equation modeling (PLS-SEM) via the SmartPLS 3.0 package program. The findings show that value co-creation has an impact on the perceived service newness and loyalty. This study found also mediating effect of perceived service newness in the relation between value co-creation and loyalty. The study contributed the understanding of value co-creation from the passenger perspective to the value co-creation literature by using the DART model. The study also provides theoretical and managerial contributions to manage the value co-creation process effectively and efficiently.

Keywords

• value co-creation
• perceived service newness
• loyalty
• DART model
• passenger

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