MARKA İMAJI VE HİZMET KALİTESİNİN GÜVEN ÜZERİNDEKİ ETKİSİNDE MÜŞTERİ TATMİNİNİN ARACILIK ROLÜ

Yıl 2023, Cilt: 32 Sayı: 1, 179 - 194, 27.04.2023

Canan Yılmaz Uz

https://doi.org/10.35379/cusosbil.1159788

Cited By: 1

Öz

Yolcuların aynı havayolu firmasını tercih etmeleri bu firmaların uzun vadeli müşteri ilişkileri kurabilmeleri adına önemli bir husustur. Havayolu firmalarının verdikleri hizmet kalitesinin yolcuların yeniden satın alma niyetlerine etkisi ve bu hizmet kalitesi ile marka imajının müşteri güveni üzerindeki etkisinde müşteri tatmininin aracılık rolünün belirlenmesi, araştırmanın amacını oluşturmaktadır. Araştırmada kolayda örnekleme yöntemi tercih edilerek seyahatlerinde en az bir kere havayolunu tercih eden 336 kişiye sosyal medya yardımı ile ulaşılmıştır. Veriler LISREL programı ile analiz edilerek önerilen model Yapısal Eşitlik Modeli ile test edilmiştir. Hizmet kalitesinin ve müşteri tatmininin yeniden satın alma niyeti üzerinde doğrudan ve pozitif bir etkisi olduğu, marka imajının müşteri tatmini ve müşteri güveni üzerinde olumlu etkisi olduğu tespit edilmiştir. Ayrıca hizmet kalitesinin yeniden satın alma niyeti ve güven üzerindeki etkisi ile marka imajının güven üzerindeki etkisinde müşteri tatmininin aracılık rolünün olduğu, çalışmada ulaşılan sonuçlardan biridir. Müşteri tatmininin yeniden satın alma niyeti ve güveni doğrudan ve pozitif bir şekilde etkilediği tespit edilmiştir.

Anahtar Kelimeler

Güven, Hizmet kalitesi, Müşteri tatmini, Marka imajı, Yeniden satın alma niyeti

THE MEDIATING ROLE OF CUSTOMER SATISFACTION AND BRAND IMAGE IN THE IMPACT OF TRUST AND SERVICE QUALITY ON REPURCHASE INTENTION

Öz

The fact that passengers prefer the same airline is an important issue for these companies to establish long-term customer relations. The purpose of the research is to determine the effect of the service quality provided by the airline companies on the repurchase intentions of the passengers and to determine the mediating role of customer satisfaction in the effect of this service quality and brand image on customer trust. In the research, convenience sampling method was preferred and 336 people who preferred the airline at least once in their travels were reached with the help of social media. The data were analyzed with the LISREL program and the proposed model was tested with the Structural Equation Model. It has been determined that service quality and customer satisfaction have a direct and positive effect on the repurchase intention and that the brand image has a positive effect on the customer satisfaction and customer trust. In addition, it is one of the results of the study that customer satisfaction has a mediating role in the effect of service quality on the repurchase intention and trust, and the effect of brand image on trust. It has been determined that customer satisfaction directly and positively affects repurchase intention and trust.

Anahtar Kelimeler

Trust, Service quality, Customer satisfaction, Brand image, Repurchase intention.

Kaynakça

• Aaker, A. David (1991). Managing Brand Equity, the Free Press, Macmillan, Inc., New York, USA.
• Abdullah, K., Manaf, NH ve Noor, KM (2007). Measuring the service quality of airline services in Malaysia. IIUM Journal of Economics and Management, 15 (1), 1-29.
• Ali, F., Dey, BL ve Filieri, R (2015). An assessment of service quality and resulting customer satisfaction in Pakistan international airlines: findings from foreigners and overseas Pakistani customers. International Journal of Quality and Reliability Management, Vol. 32 No. 5, 486-502.
• Amin, M. ve Nasharuddin, SZ (2013). Hospital service quality and its effects on patient satisfaction and behavioural intention. Clinical Governance: An International Journal, Vol. 18 No. 3, 238-254.
• Anderson, JC ve Narus JA (1990). A model of distributor firm and manufacturer firm working relationships. Journal of Marketing, 54(1).
• Anouze, ALM ve Alamro, AS (2019). Factors affecting intention to use e-banking in Jordan. International Journal of Bank Marketing, Vol. 38 No. 1, 86-112.
• Archana, R. ve Subha, MV (2012). A study on service quality and passenger satisfaction on Indian airlines. International Journal of Multidisciplinary Research, Vol. 2 No. 2, 50-63.
• Atalik, O., Kampüsü, IE ve Turkey, E (2009). A study to determine the effects of customer value on customer loyalty in airline companies operating: case of Turkish air travelers. International Journal of Business and Management, Vol. 4 No. 6, 154-162.
• Babbar, S. ve Koufteros, X (2008). The human element in airline service quality: contact personnel and the customer. International Journal of Operations & Production Management Vol. 28 No. 9, 804-830.
• Barreda, AA, Nusair, K., Wang, Y., Okumus, F. ve Bilgihan, A (2020). The impact of social media activities on brand image and emotional attachment: A case in the travel context. Journal of Hospitality and Tourism Technology Vol. 11 No. 1, 109-135.
• Bibby, DN (2011). Sponsorship portfolio as brand image creation strategies: A commentary essay. Journal of Business Research, Vol. 64 No. 6, 628-630.
• Bitner, MJ, Booms, B. ve Tetreault, M (1990). The service encounter: Diagnosing favorable and unfavorable incidents. Journal of Marketing, Vol. 54 No. 1, 71-84.
• Brochado, A., Troilo, M. ve Shah, A (2017). Airbnb customer experience: evidence of convergence across three countries. Annals of Tourism Research, Vol. 63, 210-212.
• Chinomona, R (2016). Brand communication, brand image and brand trust as antecedents of brand loyalty in Gauteng Province of South Africa. African Journal of Economic and Management Studies Vol. 7 No. 1, 124-139.
• Chow, CKW (2015). On-time performance, passenger expectations and satisfaction in the Chinese airline industry. Journal of Air Transport Management, Vol. 47, 39-47.
• Coote LV, Forrest EJ ve Tam TW (2003). An investigation into commitment in non-Western industrial marketing relationships. Industrial Marketing Management, 32(7), 595-604.
• Cretu, AE ve Brodie, RJ (2007). The influence of brand image and company reputation where manufacturers market to small firms: a customer value perspective. Industrial Marketing Management, Vol. 36 No. 2, 230-240.
• Cronin, JJ ve Taylor, SA (1992). Measuring service quality: A reexamination and extension. Journal of Marketing 56, 55–68.
• Cronin, JJ, Brady, MK ve Hult, GTM (2000). Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments. Journal of Retailing, 76 (2), 193-218.
• de Ruyter K., Moorman L ve Lemmink J (2001). Antecedents of commitment and trust in customer–supplier relationships in high technology markets. Industrial Marketing Management, 30(3), 271−286.
• Dobni, D. ve Zinkhan, GM (1990). In search of brand image: a foundation analysis', in Goldberg, M.E., Gorn, G. and Pollay, R.W. (Eds), Advances in Consumer Research, Association for Consumer Research, Provo, UT. 110-19.
• Doney PM ve Cannon JP (1997). An examination of the nature of trust in buyer-seller relationships. Journal of Marketing, 61(2), 35-51.
• Dwyer FR, Schurr PH ve Oh S (1987). Developing buyer-seller relationships. Journal of Marketing, 51(2), 11-27.
• Esch, F., Langner, T., Schmitt, B. ve Geus, P (2006). Are brands forever? How brand knowledge and relationships affect current and future purchases. Journal of Product and Brand Management, Vol. 15 No. 2, 98-105.
• Fang, Y., Qureshi, I., Sun, H. ve McCole, P (2014). Trust, satisfaction, and online repurchase intention: The moderating role of perceived effectiveness of e-commerce institutional mechanisms. MIS Quarterly, 38(2). 407–427.
• Grönroos, C (1984). A service quality model and its marketing implications. European Journal of Marketing, Vol. 18 No. 4, 36-44.
• Grönroos, C (2000). Service Management and Marketing – A Customer Relationship Management Approach, 2nd ed., John Wiley & Sons, Ltd, Chichester.
• Gustafsson, A., Johnson, MD ve Roos, I (2005). The effects of customer satisfaction, relationship commitment dimensions, and triggers on customer retention. Journal of Marketing, Vol. 69 No. 4, 210-218.
• Han, H., Yu, J., Chua, BL, Lee, S. ve Kim, W (2019). Impact of core-product and service-encounter quality, attitude, image, trust and love on repurchase: Full-service vs low-cost carriers in South Korea. International Journal of Contemporary Hospitality Management, Vol. 31 No. 4, 1588-1608. https://doi.org/10.1108/IJCHM-05-2018-0376.
• Hapsari, R., Clemes, MD ve Dean, D (2017). The impact of service quality, customer engagement and selected marketing constructs on airline passenger loyalty. International Journal of Quality and Service Sciences, Vol. 9 No. 1, 21-40. https://doi.org/10.1108/IJQSS-07-2016-0048.
• Haq, R (2015). IATA says Pakistan among fastest growing domestic air travel markets”, available at: www.riazhaq.com/2015/04/iata-says-pakistan-among-fastest.html
• Hellier, PK, Geursen, GM, Carr, RA ve Rickard, JA (2003). Customer repurchase intention: a general structural equation model. European Journal of Marketing, Vol. 37 No: 11/12, 1762-1800.
• Hussain, R (2016). The mediating role of customer satisfaction: evidence from the airline industry. Asia Pacific Journal of Marketing and Logistics, Vol. 28 No. 2, 234-255.
• Islam, R., Ahmed, S., Rahman, M. ve Asheq, AA (2021). Determinants of service quality and its effect on customer satisfaction and loyalty: An empirical study of private banking sector. The TQM Journal Vol. 33 No. 6, 1163-1182.
• Jimenez, N., San-Martin, S. ve Azuela, JI (2016). Trust and satisfaction: the keys to client loyalty in mobile commerce. Academia Revista Latinoamericana de Administración, Vol. 29 No. 4, 486-510, available at: https://doi.org/10.1108/ARLA-12-2014-0213.
• Jones, M. ve Suh, J (2000). Transaction-specific satisfaction and overall satisfaction: An empirical analysis. Journal of Services Marketing, Vol. 14 No. 2, 147-59.
• Kandampully, J. ve Suhartanto, D (2000). Customer loyalty in the hotel industry: the role of customer satisfaction and image. International Journal of Contemporary Hospitality Management, Vol. 12 No. 6, 346-351.
• Kant, R ve Jaiswal, D (2017). The impact of perceived service quality dimensions on customer satisfaction: an empirical study on public sector banks in India. International Journal of Bank Marketing, Vol. 35 No. 3, 411-430.
• Kaveh, M (2012). Role of trust in explaining repurchase intention. African Journal of Business Management Vol. 6(14), 5014-5025.
• Keller, KL (1993). Conceptualizing, measuring, and managing customer-based brand equity, Journal of Marketing, Vol. 57, 1-22.
• Kotler, P. ve Keller, KL (2012). Marketing Management, Prentice Hall, Boston, MA.
• Kotler, P (2000). Marketing Management, The Millennium Edition, Prentice-Hall, Upper Saddle River, NJ.
• Kwon, WS ve Lennon, S (2009). Reciprocal effects between multichannel retailers’ offline and online brand images. Journal of Retailing, Vol. 85 No. 3, 376-390.
• Lau, TC, Kwek, CL ve Tan, HP (2011). Airline e-ticketing service: How e-service quality and customer satisfaction impacted purchase intentions. International Business Management, Vol. 5 No. 4, 200-208.
• Leong, LY, Hew, TS, Lee, VH ve Ooi, KB (2015). An SEM -artificial-neural-network analysis of the relationships between SERVPERF, customer satisfaction and loyalty among low-cost and full-service airlines. Expert Systems with Applications, Vol. 42 No. 19, 6620-6634.
• Liang, LJ, Choi, HV ve Joppe, M (2018). Exploring the relationship between satisfaction, trust and switching intention, repurchase intention in the context of Airbnb. International Journal of Hospitality Management, Vol. 69, 41-48.
• Lin, Y. ve Ryan, C (2016). From mission statement to airline branding. Journal of Air Transport Management, Vol. 53, 150-160.
• Low, GS ve Lamb, CWJ (2000). The measurement and dimensionality of brand associations, The Journal of Product and Brand Management, Vol. 9 No. 6, 350-368.
• Martinez, E. ve Chernatony, L De (2004). The Effect of Brand Extension Strategies upon Brand Image. Journal of Consumer Marketing, Volume 21, Number 1, 39-50.
• Mittal, V. ve Kamakura, WA (2001). Satisfaction, repurchase intent, and repurchase behavior: investigating the moderating effect of customer characteristics. Journal of Marketing Research, Vol. 38 No. 1, 131-142.
• Moorman C, Deshpande´ R. ve Zaltman R (1993). Factors affecting trust in market research relationships. Journal of Marketing, 57(1), 81-101.
• Moorman, C., Zaltman, G. ve Deshpande, R (1992). Relationship between providers and users of market research: the dynamic of trust within and between organisations. Journal of Marketing Research, Vol. 29 No. 3, 314-28.
• Morgan RM ve Hunt SD (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58(3), 20-38.
• Namukasa, J (2013). The influence of airline service quality on passenger satisfaction and loyalty: The case of Uganda airline industry. The TQM Journal, Vol. 25 No. 5, 520-532.
• Nejati, M., Nejati, M. ve Shafaei, A (2009). Ranking airlines’ service quality factors using a fuzzy approach: study of the Iranian society. International Journal of Quality and Reliability Management, Vol. 26 No. 3, 247-260.
• Okeudo, G. ve Chikwendu, DU (2013). Effects of Airline Service Quality on Airline Image and Passengers Loyalty Findings From Ark Air Nigeria Airways. International Journal of Current Research, 5 (7).
• Oliver, RL (1981). Measurement and evaluation of satisfaction processes in retail settings. Journal of Retailing, Vol. 57 No. 3, pp. 25-48.
• Ostrowski, PL, O’Brien, T. ve Gordon, G (1993). Service quality and customer loyalty in the commercial airline industry. Journal of Travel Research, Vol. 32 No. 2, 16-24.
• Parasuraman, A., Zeithaml, VA ve Berry, LL (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, Vol. 64 No. 1, 12-40.
• Park, JW (2007). Passenger perceptions of service quality: Korean and Australian case studies, Journal of Air Transport Management, Vol. 13 No. 4, 238-242.
• Park, JW, Robertson, R. ve Wu, CL (2006). Modelling the impact of airline service quality and marketing variables on passengers’ future behavioural intentions. Transportation Planning and Technology, Vol. 29 No. 5, 359-381.
• Park, JW, Robertson, R. ve Wu, CL (2004). The effect of airline service quality on passengers’ behavioural intentions: a Korean case study. Journal of Air Transport Management, Vol. 10 No. 6, 435-439.
• Pooya, A., Abed Khorasani, M. ve Gholamian GS (2020). Investigating the effect of perceived quality of self-service banking on customer satisfaction. International Journal of Islamic and Middle Eastern Finance and Management, Vol. 13 No. 2, 263-280.
• Raza, SA, Umer, A., Qureshi, MA ve Dahri, AS (2020). Internet banking service quality, e-customer satisfaction and loyalty: the modified e-SERVQUAL model. The TQM Journal, Vol. 32 No. 6, 1443-1466, doi: 10.1108/TQM-02-2020-0019.
• Ringle, CM, Sarstedt, M ve Zimmermann, L (2011). Customer satisfaction with commercial airlines: the role of perceived safety and purpose of travel. Journal of Marketing Theory and Practice, Vol. 19 No. 4, 459-472.
• Sääksjärvi, M ve Samiee, S (2011). Relationships among Brand Identity, Brand Image and Brand Preference: Differences between Cyber and Extension Retail Brands over Time. Journal of Interactive Marketing, 25 (3), August 2011, 169-177.
• Saha, GC ve Theingi, (2009). Service quality, satisfaction, and behavioral intentions: A study of low-cost airline carriers in Thailand. Managing Service Quality: An International Journal, Vol. 19 No. 3, 350-372.
• Saleem, H. ve Raja, NS (2014). The impact of service quality on customer satisfaction, customer loyalty and brand image: Evidence from hotel industry of Pakistan. Middle East Journal of Scientific Research 19(5), 706-711.
• Saleem, MA, Zahra, S. ve Yaseen, A (2017). Impact of service quality and trust on repurchase intentions – the case of Pakistan airline industry. Asia Pacific Journal of Marketing and Logistics Vol. 29 No. 5, 1136-1159.
• Salinas, EM ve Pérez, JMP (2009). Modeling the brand extensions’ influence on brand image. Journal of Business Research, Vol. 62 No. 1, 50-60.
• Schurr, PH ve Ozanne, JL (1985). Influence on exchange processes: Buyer’s perceptions of a seller’s trustworthiness and bargaining toughness. Journal of Consumer Research, 11, 939-953.
• Smith JB ve Barclay DW (1997). The effects of organizational differences and trust on the effectiveness of selling partner relationships. Journal of Marketing, 61(1), 3-21.
• Vazifehdoost, H., Akbarpour, Z., Hamdi, K. ve Mohammadzadeh Rostami, J (2014). The examination of the relationship between customer satisfaction of service quality in Iranian private banking industry (analysis based on integrated SERVQUAL model). Journal of Marketing Management, Vol. 9 No. 25, 1-24.
• Webster, F. ve Keller, K (2004). A roadmap for branding in industrial markets. Journal of Brand Management, Vol. 11 No. 5, 388-402.
• Wieslaw, U (2009). Service quality gaps and their role in service enterprises development. Baltic Journal of Sustainability, Vol. 15 No. 4, 631-645.
• Wilson DT (1995). An integrated model of buyer-seller relationships. The Journal of the Academy of Marketing Science, 23(4), 335-345.
• Wu, PCS., Yeh, GYY. ve Hsiao, CR (2011). The effect of store image and service quality on brand image and purchase intention for private label brands. Australasian Marketing Journal, Vol. 19 No. 1, 30-39.
• Zeithaml, VA, Berry, LL ve Parasuraman, A (1996). The behavioural consequences of service quality. Journal of Marketing Management, Vol. 60, April, 31-46.
• Zins AH (2001). Relative attitudes and commitment in customer loyalty models: Some experiences in the commercial airline industry. International Journal of Service Industry Management, 12(3), 269-294.