Customer Service Failure Evaluations in Diverse Airlines Business Models

Year 2019, Volume: 19 Issue: 4, 425 - 435, 26.10.2019

Birce Dobrucalı , Bengü Oflaç

https://doi.org/10.21121/eab.527219

Cited By: 1

Abstract

Hizmet sunumu sürecindeki
tüm hataların ortadan kaldırılması imkansız olsa da, havayolları, hizmet
hatalarını, doğurdukları olumsuz sonuçlarından dolayı en aza indirgemeye
çalışmaktadır. Müşteriler yaşadıkları hizmet hatalarına farklı
tepkiler verseler de, havayolları için önemli olan nokta, müşterilerin verdiği
bu tepkilerin altında yatan psikolojik mekanizmaları anlamaktır. Bu
bağlamda, bu çalışma, farklı iş modellerinde hizmet veren havayolu
şirketlerinin hizmet hatalarını takiben yolcuların beklentileri ile değişmezlik
atfı, ağızdan ağıza pazarlama ve yeniden satın alma niyetlerini arasındaki
dinamikleri ortaya koymaktadır. Yapısal eşitlik modellemesi, iki havayolu iş
modelini karşılaştırmak için kullanılmaktadır: düşük maliyetli taşıyıcılar
(LCC'ler) ve bayrak taşıyıcı havayolları. Bulgular, düşük maliyetli havayolları
için, yolcuların beklentilerinin değizşmezlik atıfları olumlu etkilediğini
göstermektedir. Buna ek olarak, bayrak taşıyıcı havayollarının hizmet hatasını
takip eden değişmezlik atfının, yeniden satın alma niyetleri üzerinde olumsuz
bir etkisi olduğu bulunmuştur.
Son olarak, bulgular hem düşük maliyetli hem de bayrak taşıyıcı havayollarının
hizmet hatalarını takiben, değişmezlik atfının ağızdan ağıza pazarlama niyetini
azalttığını göstermektedir.

Keywords

Low cost carriers (LCC), Flagship airlines, Service failure, Attribution theory

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