HAVAYOLU İŞLETMELERİNDE YOLCU SADAKATİNİN TEMEL UNSURLARI

Year 2016, Volume: 25 Issue: 3, 239 - 256, 30.10.2016

Nuriye Güreş , Hilal İnan , Seda Arslan

Abstract

Türkiye’de son yıllarda, havayolunu kullanan yolcu sayısı artmıştır. Bu duruma paralel olarak, havayolu işletmeleri yoğun rekabetle karşı karşıya kalmıştır. Bu yüzden yeni müşteri kazanmak, müşterileri elde tutmak ve sadık müşteriler oluşturmak havayolu işletmeleri için daha da önemli hale gelmiştir. Dolayısıyla bu çalışmada, müşteri sadakatini etkileyebilen temel unsurlar araştırılmıştır. Çalışmada veri toplama yöntemi olarak, demografik değişkenleri de içeren 5’li Likert ölçeğiyle hazırlanan yüz yüze anket yöntemi kullanılmıştır. Araştırma, üniversite öğrencilerine uygulanmıştır. Veriler 365 cevaplayıcıdan alınmıştır. Verilerin analizi için Yapısal Eşitlik Modeli uygulanmıştır. Sonuçlar göstermiştir ki, kurumsal imaj, yolcu memnuniyeti üzerinde önemli bir etkiye sahiptir. Ayrıca müşteri memnuniyeti, müşteri sadakatinin önemli bir belirleyicisidir. Bulgulara dayanarak, havayolu işletmelerinin uzun vadede başarısı için bazı önerilerde bulunulmuştur.

Keywords

havayolu işletmesi, kurumsal imaj, müşteri memnuniyeti, müşteri sadakati

References

• Akamavi, R. K., Mohamed, E., Pellmann, K. Ve Xu, Y. (2015). Key Determinants of Passenger Loyalty in the Low-cost Airline Business. Tourism Management, 46, 528 – 545. An, M. ve Noh, Y. (2009). Airline Customer Satisfaction and Loyalty: Impact of In-Flight Service Quality”. Service Business, 3 (3), 293 – 307. Anderson, E. (1998). Customer Satisfaction and Word-of-mouth. Journal of Service Research, 1(1), 1 – 14. Anderson, E. W. ve Fornell, C. (2000). Foundations of the American Customer Satisfaction Index. Total Quality Management, 11(7), 869–882. Bejou, D. ve Palmer, A. (1998). Service Failure and Loyalty: An Exploratory Empirical Study of Airline Customers. Journal of Services Marketing, 12 (1), 7 – 22. Bolton, R. N., Kannan, P.K. ve Bramlett, M. D. (2000). Implications of Loyalty Program Membership and Service Experience for Customer Retention and Value. Journal of the Academy of Marketing Science, 28(1), 95-108. Boulding, W., Kalra, A., Staelin, R. ve Zeithaml, V. A. (1993). A Dynamic Process Model of Service Quality: From Expectations to Behavioral Intentions. Journal of Marketing Research, 30 (February), 7-27. Calisir, N., Basak, E. ve Calisir, F. (2016). Key Drivers of Passenger Loyalty: A Case of Frankfurt – Istanbul Flights. Journal of Air Transport Management, 53 (June 2016), 211-217. Cameran, M., Moizer, P. ve Pettinicchio, A. (2010). Customer Satisfaction, Corporate Image and Service Quality in Professional Services. The Service Industries Journal, 30(3), 421-435. Chou, J.S. ve Kim, C. (2009). A Structural Equation Analysis of the QSL Relationship with Passenger Riding Experience on High Speed Rail: An Empirical Study of Taiwan and Korea. Expert Systems with Applications, 36 (2009), 6945–6955. Chang, Y. H. ve Chen, F. Y. (2007). Relational Benefits, Switching Barriers and Loyalty: A Study of Airline Customers in Taiwan. Journal of Air Transport Management, 13 (2007), 104–109. Cooil, B.,Keiningham, T. L., Aksoy, L. ve Hsu, M. (2007). A Longitudinal Analysis of Customer Satisfaction and Share of Wallet: Investigating the Moderating Effect of Customer Characteristics. Journal of Marketing, 71 (1), 67-83. Cronin, J.J. ve Taylor, S.A. (1992). Measuring Service Quality: A Reexamination and Extension. Journal of Marketing, 56, 55-68. Çatı, K. ve Koçoğlu, C. M. (2008). Müşteri Sadakati ile Müşteri Tatmini Arasındaki İlişkiyi Belirlemeye Yönelik Bir Araştırma. Selçuk Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 19, 167-188. Devlet Hava Meydanları İşletmesi Genel Müdürlüğü, Şubat 2016 Yolcu Trafiği İstatistikleri, http://www.dhmi.gov.tr/istatistik.aspx (Erişim Tarihi: 01.05.2016). Dick, A. ve Basu, K. (1994). Customer Loyalty: Toward an Integrated Conceptual Framework. Journal of the Academy of Marketing Science, 22 (2), 99–113. Dolnicar, S.,Grabler, K., Grün, B. ve Kulnig, A. (2011). Key Drivers of Airline Loyalty. Tourism Management, 32 (2011), 1020-1026. Doyle P. (2003). Değer Temelli Pazarlama, Mediacat Yayınevi, İstanbul. Fornell, C. (1992). A National Customer Satisfaction Barometer: The SwedishExperience. Journal of Marketing, 56 (January 1992), 6 – 21. Forgas, S.,Moliner, M.A., Sanchez, J. ve Palau, R. (2010). Antecedents of Airline Passenger Loyalty: Low-cost versus Traditional Airlines. Journal of Air Transport Management, 16 (4), 229-233. Gray, E. R. ve Balmer, J. M. (1998). Managing Corporate Image and Corporate Reputation. Long Range Planning, 31(5), 695-702. Grönroos, C. (2000). Service Management and Marketing, John Wiley&Sons Ltd, UK. Grönroos, C. (2006). Service management and Marketing: A Customer Relationship Management Approach, John Wiley&SonsLtd, UK. Gures, N., Arslan, S. ve Yilmaz, H. (2015). E-Service Quality, Passenger Satisfaction and Passenger Loyalty Relationship in Airline Industry. Journal of Management, Marketing &Logistics, 2(1), 44-56. Hacıefendioğlu, Ş. ve Koç, Ü. (2009). Hizmet Kalitesi Algılamalarının Müşteri Bağlılığına Etkisi ve Fast-Food Sektöründe Bir Araştırma. Kocaeli Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, (18) 2009 / 2, 146 – 167. Hu, K. C. ve Huang, M. C. (2011). Effects of Service Quality, Innovation and Corporate Image on Customer’s Satisfaction and Loyalty of Air Cargo Terminal. International Journal of Operations Research, 8 (4), 3647. Hu, H. H., Kandampully, J., ve Juwaheer, T. D. (2009). Relationships and Impacts of Service Quality, Perceived Value, Customer Satisfaction, and Image: An Empirical Study. The Service Industries Journal, 29(2), 111-125. IATA. Air Passenger Market Analysis February 2016, http://www.iata.org/whatwedo/Documents/economics/passenger-analysis-feb-2016.pdf (Erişim Tarihi: 01.05.2016). Johan, M. R. M., Noor, D. N. A. Z. M., Bahar, N., Yan, L. M., ve Ping, L. H. (2014). Factors Affecting Customer Loyalty Towards Airlines Industry in Malaysia: An Exploratory Analysis. Interdisciplinary Journal of Contemporary Research in Business, October, 6 (6), 12 – 23. Joo, Y. G. ve Sohn, S. Y. (2008). Structural Equation Model for Effective CRM of Digital Content Industry. Expert Systems with Applications: An International Journal, 34(1), 63–71. Karpat, I. (1998). Müşteri Tatmininin Sağlanması. Pazarlama Dünyası, 12 (71), 22-24. Kazançoğlu, İ. (2011). Havayolu Firmalarında Müşteri Sadakatinin Yaratılmasında Kurum İmajının ve Algılanan Hizmet Kalitesinin Etkisi. Akdeniz İ.İ.B.F. Dergisi, 21 (2011), 130-158. Lederman, M. (2007). Do Enhancements to Loyalty Programs Affect Demand? The Impact of International Frequent Flyer Partnerships on Domestic Airline Demand. The RAND Journal of Economics, 38, 1134–1158. Lin, H. ve Wang, Y. (2006). An Examination of the Determinants of CustomerLoyalty in Mobile Commerce Contexts. Information and Management, 43, 271-282. Liu, J. ve Zhao, P. (2005). Constructing Quality–Satisfaction–Loyalty Chain System: An Empirical Study of Insurance Industry in China. In IEEE 2005 – International Conference on Services Systems and Services Management, Proceedings of ICSSSM’05, Vol. 2, 1237–1241. Mägi, A. W. (2003). Share of Wallet in Retailing: The Effects of Customer Satisfaction, Loyalty Cards and Shopper Characteristics. Journal of Retailing, 79 (2003), 97–106. Morgan, R.M. ve Hunt, S.D. (1994). The Commitment-Trust Theory of Relationship Marketing. Journal of Marketing Research, 58, 20–38. Mutlu, H. M. ve Polat Seslikoyuncu, İ. (2015). The Relationship Between Ground Service Quality and CustomerLoyalty. International Academic Conference on Management, Economics and Marketing, Hungary-Budapest (IAC-MEM 2015), 217 – 223. Nadiri, H.,Hussain, K., Ekiz, E. H. ve Erdoğan, Ş. (2008). An Investigation on the Factors Influencing Passengers' Loyalty in the North Cyprus National Airline. The TQM Journal, 20 (3), 265 – 280. Namukasa, J. (2013). The Influence of Airline Service Quality on Passenger Satisfaction and Loyalty. The TQM Journal, 25(5), 520 – 532. Nguyen, N. & Leblanc, G. (2001). Corporate Image and Corporate Reputation in Customers’ Retention Decisions in Services. Journal of Retailing and Consumer Services, 8(4), 227-236. Nykiel, R. A. (2005). Hospitality Management Strategies. Upper Saddle River, New Jersey. Oliver, R.L. (1999). Whence Consumer Loyalty. Journal of Marketing, 63 (Special Issue), 33-44. Reinartz, W.J. ve Kumar, V. (2003). The Impact of Customer Relationship Characteristics on Profitable Lifetime Duration. Journal of Marketing, 67 (January), 77-99. Russ, K. R. (2006). Consumer Expectation Formation in Health Care Services: A Psycho-Social Model. Dissertation B.S., December, Louisiana State University. Ruyter, K. D. ve Wetzels, M. (2000). The Role of Corporate Image and Extension Similarity in Service Brand Extensions. Journal of Economic Psychology, 21(6), 639-659. Schermelleh – Engel, K. ve Moosbrugger, H. (2003). Evaluating the Fit of Structural Equation Models: Tests of Significance and Descriptive Goodness-of-Fit Measures. Methods of Psychological Research Online, 8 (2), 23-74. Sirdeshmukh, D., Singh, J. ve Sabol, B. (2002). Consumer Trust, Value, and Loyalty in Relational Exchanges. Journal of Marketing, 66 (1), 15-37. Tse, D. K. ve Wilton, P. C. (1988). Models of Consumer Satisfaction Formation: An Extension. Journal of Marketing Research, 25, 204–212. Yılmaz, V. (2004). Consumer Behaviour of Shopping Center Choices. Social Behaviour and Personality, 32 (8), 783 – 790. Yuksel, A. ve Rimmington, M. (1998). Customer-Satisfaction Measurement: Performance Counts. Cornell Hotel and Restaurant Administration Quarterly, 39 (6), 60-70. Zameer, H., Tara, A. ve Mohsin, A. (2015). Impact of Service Quality, Corporate Image and Customer Satisfaction Towards Customers’ Perceived Value in the Banking Sector in Pakistan. International Journal of Bank Marketing, 33 (4), 442 – 456.