The Effect of Service Encounters at Airports on Visitors' Behavior within the Scope of Social and Environmental Sustainability

Yıl 2024, , 260 - 268, 22.10.2024

Furkan Karaman , Özlem Atalık

https://doi.org/10.30518/jav.1470978

Öz

The aviation industry, and more specifically airport management and airport marketing, has continuously evolved and progressed from the past to the present. Contrary to what happened in the past, the importance of airport marketing, which has been kept in the background until today, has started to be better understood by managers every day. The fact that resources are scarce and needs are unlimited has made concepts such as sustainability and green marketing become the focal point. For this purpose, a hybrid scale was developed by utilizing scales that were used in different studies at different times, consisting of factors that are closely related to social, environmental sustainability and green marketing concepts such as green image, green trust, green customer satisfaction and green word-of-mouth communication. Within the scope of the research, the data collected from the participants with the questionnaire method were analyzed and interpreted with the relevant factors. A 5-point Likert-type scale was used in the questionnaire. The surveys were conducted face-to-face. As a result of the analyses performed with this hybrid model, it was determined that the model fit values remained within the required values. Since different levels of factor loadings were obtained as a result of the analyzes, the explanation of the relationships between the factors was realized at different levels. A Structural Equation Model was created in the light of the data collected within the scope of the study. The results obtained through this model contribute to the examination and interpretation of the effects of service encounters at airports on the behavior of passengers or visitors within the scope of social and environmental sustainability. At the same time, by focusing on which factors should be at the forefront of airport management and airport green marketing activities, it is very important to eliminate the deficiencies, to reveal the aspects that need to be developed, to question the validity of the rules that apply in basic marketing activities in this application and to determine whether the mentioned factors are valid in practice.

Anahtar Kelimeler

Sustainability, Green Marketing, Service Encounter, Aviation Industry, Airport

Kaynakça

• Altunışık, R., Coşkun, R., Bayraktaroğlu, S. & Yıldırım, E. (2005). Sosyal Bilimlerde Araştırma Yöntemleri SPSS Uygulamalı. [Research methods in social sciences: SPSS applied.] Sakarya: Sakarya Bookstore.
• Baumeister, S., Nyrhinen, J., Kemppainen, T. & Wilska, T. (2022). Does airlines’ eco-friendliness matter? Customer satisfaction towards an environmentally responsible airline. Transport Policy 128 (2022) 89–97.
• Byrne, B. M. (2016). Structural Equation Modeling with AMOS: Basic Concepts, Applications, and Programming. Routledge.
• Chang, N. and Fong, C. (2010). Green Product Quality, Green Corporate Image, Green Customer Satisfaction, and Green Customer Loyalty. African Journal of Business Management, 4, 2836-2844.
• Chen, Y. S., Lin, C. L., & Chang, C. H. (2014). The influence of greenwash on green word-of-mouth (green WOM): The mediation effects of green perceived quality and green satisfaction. Quality & Quantity, 48, 2411-2425.
• Cohen, J. (1988). Statistical Power Analysis for the Behavioral Sciences. New Jersey: Lawrence Erlbaum Associates.
• Çavusoglu, S., Demirag, B., Jusuf, E., & Gunardi, A. (2020). The effect of attitudes toward green behaviors on green image, green customer satisfaction and green customer loyalty. Geo Journal of Tourism and Geosites, 33, 1513-1519.
• Gorsuch, R. L. (1983). Factor Analysis and Related Methods. Psychology Press.
• Ha, M. T. (2022). Greenwash and green brand equity: The mediating role of green brand image, green satisfaction, and green trust, and the moderating role of green concern. Plos One, 17(11), e0277421.
• Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2018). Multivariate Data Analysis. Pearson.
• Hair, J., Anderson, R. E., Babin, B. J., & Black, W. C. (2010). Multivariate Data Analysis: A Global Perspective. London: Pearson.
• Hashish, M. E. S., Abdou, A. H., Mohamed, S. A. K., Elenain, A. S. A., & Salama, W. (2022). The Nexus between green perceived quality, green satisfaction, green trust, and customers’ green behavioral intentions in eco-friendly hotels: a structural equation modeling approach. International Journal of Environmental Research and Public Health, 19(23), 16195.
• https://web.shgm.gov.tr/tr/s/194-yesil-havaalani-green-airport-projesi
• https://www.tse.org.tr/IcerikDetay?ID=11&ParentID=1065
• Hwang, J. and Lyu, S. O. (2020) Relationships among green image, consumer attitudes, desire, and customer citizenship behavior in the airline industry, International Journal of Sustainable Transportation, 14:6, 437-447.
• International Air Transport Association. (2020). Annual Review 2020. Montreal, Kanada: International Air Transport Association.
• Islamoğlu, A., & Alnıaçık, Ü. (2016). Sosyal Bilimlerde Araştırma Yöntemleri. [Research Methods in Social Sciences.] Istanbul: Beta Printing Publishing Distribution.
• Johnson, R. A., & Wichern, D. W. (2007). Applied Multivariate Statistical Analysis (6th ed.). Pearson.
• Kang, S., Hur, W. M., 2012. Investigating the antecedents of green brand equity: a sustainable development perspective. Corporate Social Responsibility and Environmental Management. 19(5), 306-316.
• Konuk, F. A., Rahman, S. U., Salo, J., 2015. Antecedents of green behavioral intentions: a cross‐country study of Turkey, Finland and Pakistan. International Journal of Consumer Studies. 39(6), 586-596.
• Kurnaz, A., & Özdoğan, O. N. (2017). İstanbul’da Yer Alan Yeşil Restoran İşletmeleri Hizmet Kalitesinin Grserv Modeli İle Değerlendirilmesi. [The Evaluation of Service Quality of The Green Restaurants in Istanbul Using Grserv Model.] Dokuz Eylül Üniversitesi İşletme Fakültesi Dergisi Dokuz Eylul University Journal of Faculty of Business (JFB)], 18(1), 75-99.
• Lankton, N. K., Wilson, E. V., Mao, E., 2010. Antecedents and determinants of information technology habit. Information and Management. 47(5), 300-307.
• Martinez, P. (2015). Customer loyalty: Exploring its antecedents from a green marketing perspective. International Journal of Contemporary Hospitality Management, 27(5), 896–917.
• Meydan, C. H., & Şeşen, H. (2015). Yapısal Eşitlik Modellemesi AMOS Uygulamaları. [Structural Equation Modeling AMOS Applications.] Ankara: Detay Publishing.
• Meyer, R. D., & Olkin, I. (1979). Variance of sample correlation coefficient matrices. Journal of Multivariate Analysis, 9(1), 59-82.
• Mohd Suki, N. (2016). Green products usage: structural relationships on customer satisfaction and loyalty. International Journal of Sustainable Development & World Ecology, 24(1), 88–95.
• Rahman, I., Park, J., Chi, C. G. Q., 2015. Consequences of “greenwashing” Consumers’ reactions to hotels’ green initiatives. International Journal of Contemporary Hospitality Management. 27(6), 1054-1081.
• O. Torum & A. K. Yılmaz, Havacılıkta Sürdürülebilirlik Yönetimi: Türkiye’deki Hava Limanlari İçin Sürdürülebilirlik Uygulamalari Araştırması. [The Sustainability Management in The Civil Aviation: A Sustainability Research to Airports in Turkey.], JAST, vol. 4, no. 2, pp. 47–58, Jul. 2009.
• Wang, J., Wang, S., Xue, H., Wang, Y., & Li, J. (2018). Green image and consumers’ word-of-mouth intention in the green hotel industry: The moderating effect of Millennials. Journal of cleaner production, 181, 426-436.