HAVAYOLU İŞLETMELERİNDE YOLCU SADAKATİNİN TEMEL UNSURLARI

Yıl 2016, Cilt: 25 Sayı: 3, 239 - 256, 30.10.2016

Nuriye Güreş , Hilal İnan , Seda Arslan

Öz

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.

Anahtar Kelimeler

havayolu işletmesi, kurumsal imaj, müşteri memnuniyeti, müşteri sadakati

Kaynakça

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