HAVAYOLU ŞİRKETLERİNDE KURUM İTİBARININ MÜŞTERİ MEMNUNİYETİ, GÜVEN VE TELAFİ MEMNUNİYETİ ÇERÇEVESİNDE ELE ALINMASI

Yıl 2024, Cilt: 26 Sayı: 46, 38 - 57, 30.06.2024

Melek Altun Tuğba Yıldız

Öz

Bu çalışma telafi memnuniyetinin müşteri memnuniyeti ve güveni üzerindeki etkisi ile bu iki değişkenin kurum itibarı üzerindeki etkisinin belirlenmeyi amaçlanmıştır. Müşteri memnuniyeti ve güveni rekabet avantajı elde etmede havayolu şirketlerine fırsatlar sunmaktadır. Memnuniyet sağlanması ve güven kazanımı noktasında hizmet sunumu sırasında ortaya çıkabilecek hataların telafi edilme sürecinin göz önünde bulundurulması gerekmektedir. Bu bağlamda çalışmada müşterilerin şirkete güven duyması ve memnun olması açısından telafi memnuniyetinin etkisi de belirlenmeye çalışılmıştır. Verilerin toplanma sürecinde çevrimiçi anket yönetimi ile katılımcılara ulaşılmıştır. Havayolu ile seyahat eden ve şikâyetine çözüm bulunan 402 katılımcının anket formu değerlendirmeye alınmıştır. Araştırma sonuçlarına göre telafi memnuniyeti müşteri memnuniyeti ve güveni üzerinde, müşteri memnuniyeti ve güveni ise kurum itibarı üzerinde olumlu etkiye sahiptir.

Anahtar Kelimeler

Hava Yolu Şirketleri, Kurum İtibarı, Telafi Memnuniyeti, Müşteri Güveni, Müşteri Memnuniyeti

CONSIDERING CORPARATE REPUTATION IN AIRLINE COMPANIES WITHIN THE FRAMEWORK OF CUSTOMER SATISFACTION, TRUST, AND RECOVERY SATISFACTION

Öz

This study aims to determine the effect of recovery satisfaction on customer satisfaction and trust and the effect of these two variables on corporate reputation. Customer satisfaction and trust provide opportunities for airline companies to gain competitive advantage. At the point of providing satisfaction and gaining trust, the process of compensating for errors that may arise during service delivery should be taken into consideration. In this context, the effect of recovery satisfaction in terms of customers' trust and satisfaction with the company was also tried to be determined in this study. During the data collection process, the participants were reached through online survey management. The questionnaire form of 402 participants who traveled by airline and whose complaints were resolved was taken into consideration. According to the research results, recovery satisfaction has a effect on customer satisfaction and trust, and customer satisfaction and trust has a positive effect on corporate reputation.

Anahtar Kelimeler

Airline Companies, Corporate Reputation, Recovery Satisfaction, Customer Trust, Customer Satisfaction

Kaynakça

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