Dialogue and Transparency in Value Co-creation: An Empirical Analysis of Airline Passengers

Yıl 2020, Cilt: 2 Sayı: 2, 168 - 181, 30.08.2020

Osman Seraceddin Sesliokuyucu , İnci Polat Sesliokuyucu

Öz

Increasing the interaction between firms and customers relation in the service system led to changes in the value creation processes. Value is co-created between actors who have high communication and information sharing, unlike traditional approaches. In this context, the study focusing on the value co-creation process between passengers and airline firms; it aims to reveal the effect of the dialogue and transparency on passenger trust, as well as the effects of the trust on affective and normative commitment. The data set obtained from participants by the questionnaire form applied online to airline passengers. The study hypotheses tested through the Least Squares-Structural Equation Model (PLS-SEM). The findings show that dialogue and transparency, which are the determinants of the value co-creation process, have an impact on passenger trust. Especially the acceleration of multi-directional information flows and minimizing the losses during these flows affect the trust levels of the passengers in value co-creation processes. The results also show that the relationship between passengers' trust and their affective and normative commitment to the airlines. This relationship between passenger trust and commitment (affective and normative) is a long-term investment. At the same time, the passengers' trust and commitment are the determinants of indirect and/or direct value co-creation processes.

Anahtar Kelimeler

value co-creation, trust, dialogue, transparency, commitment, airline passengers

Ortak Değer Yaratmada Diyalog ve Şeffaflık: Havayolu Yolcularının Ampirik Analizi

Öz

Hizmet sisteminde firmalar ve müşteriler arasındaki etkileşimin artırılması, değer yaratma süreçlerinde değişikliklere yol açmıştır. Değer, geleneksel yaklaşımların aksine, yüksek iletişim ve bilgi paylaşımına sahip aktörler arasında birlikte yaratılmaktadır. Bu bağlamda, yolcular ve havayolu firmaları arasındaki değer yaratma sürecine odaklanan çalışma; diyalog ve şeffaflığın yolcu güveni üzerindeki etkisini ve yolcu güveninin duygusal ve normatif bağlılık üzerindeki etkilerini ortaya çıkarmayı amaçlamaktadır. Çalışmanın veri seti havayolu yolcularına çevrimiçi olarak uygulanan anket formu ile oluşturulmuş ve hipotezler En Küçük Kareler-Yapısal Eşitlik Modeli (EKK-YEM) ile test edilmiştir. Bulgular, değer yaratma sürecinin belirleyicileri olan diyalog ve şeffaflığın yolcu güvenini etkilediğini ortaya koymaktadır. Özellikle çok yönlü bilgi akışlarının hızlanması ve bu akışlar sırasında kayıpların en aza indirilmesi, yolcuların değer yaratma süreçlerine duyduğu güven düzeylerini etkilemektedir. Sonuçlar aynı zamanda yolcuların güveni ile havayollarına duydukları duygusal ve normatif bağlılık arasındaki ilişkinin de olduğunu göstermektedir. Yolcu güveni ve bağlılığı (duygusal ve normatif) arasındaki bu ilişki uzun vadeli bir yatırımdır. Aynı zamanda, yolcuların güven ve bağlılıkları dolaylı ve / veya doğrudan değer ortak yaratım süreçlerinin belirleyicisidir.

Anahtar Kelimeler

ortak değer yaratma, güven, diyalog, şeffaflık, bağlılık, havayolu yolcusu

Kaynakça

• Albinsson P. A., Perera B. Y., & Sautter P. T., (2016), DART scale development: diagnosing a firm’s readiness for strategic value co-creation, Journal of Marketing Theory and Practice, 24 (1), 42-58. https://doi.org/10.1080/10696679.2016.1089763
• Arnott D. C., Wilson D., Kingshott R. P., & Pecotich, A., (2007), The impact of psychological contracts on trust and commitment in supplier‐distributor relationships, European Journal of Marketing. 41 (9/10), 1053-1072. https://doi.org/10.1108/03090560710773345
• Ballantyne D., (2004), Dialogue and its role in the development of relationship-specific knowledge, Journal of Business & Industrial Marketing, https://doi.org/10.1108/08858620410523990
• Ballantyne D., & Varey R. J., (2008), The service-dominant logic and the future of marketing, Journal of the academy of marketing science, 36 (1), 11-14. https://doi.org/10.1007/s11747-007-0075-8
• Baumann J., & Le Meunier-FitzHugh K., (2014), Trust as a facilitator of co-creation in customer-salesperson interaction–an imperative for the realization of episodic and relational value?, AMS review, 4 (1-2), 5-20. https://doi.org/10.1007/s13162-013-0039-8
• Binkhorst E., & Den Dekker T., (2009), Agenda for co-creation tourism experience research, Journal of Hospitality Marketing & Management, 18(2-3), 311-327. https://doi.org/10.1080/19368620802594193
• Cater B., & Zabkar V., (2009), Antecedents and consequences of commitment in marketing research services: The client's perspective, Industrial Marketing Management, 38 (7), 785-797. https://doi.org/10.1016/j.indmarman.2007.10.004
• Ching R. K., Hui A. C., & Chen J. S., (2011), The study of service Co-creation, In 2011 International Joint Conference on Service Sciences, 116-119, IEEE. DOI: 10.1109/IJCSS.2011.30
• De Ruyter K., & Semeijn J., (2002), Forging buyer-seller relationships for total quality management in international business: the case of the European cement industry, Total Quality Management, 13 (3), 403-417. https://doi.org/10.1080/09544120220135264
• Deutsch M., (1962), Cooperation and trust: Some theoretical notes, Nebraska symposium on motivation, 275-320, Lincoln: Nebraska University Press.
• Dwyer F. R., Schurr P. H., & Oh, S., (1987), Developing buyer-seller relationships, Journal of Marketing, 51 (2), 11-27. https://doi.org/10.1177/002224298705100202
• Farrell D., & Rusbult C. E., (1981), Exchange variables as predictors of job satisfaction, job commitment, and turnover: The impact of rewards, costs, alternatives, and investments, Organizational behavior and human performance, 28 (1), 78-95. https://doi.org/10.1016/0030-5073(81)90016-7
• Fornell C., & Larcker D. F., (1981), Evaluating structural equation models with unobservable variables and measurement error, Journal of marketing research, 18 (1), 39-50. https://doi.org/10.1177/002224378101800104
• Fullerton G., (2005), The impact of brand commitment on loyalty to retail service brands, Canadian Journal of Administrative Sciences/Revue Canadienne des Sciences de l'Administration, 22 (2), 97-110. https://doi.org/10.1111/j.1936-4490.2005.tb00712.x
• Gambetta D., (2000), Can we trust trust, Trust: Making and breaking cooperative relations, Department of Sociology, University of Oxford. 13, 213-237.
• Grönroos C., (2009), Marketing as promise management: regaining customer management for marketing, Journal of Business & Industrial Marketing, 24 (5/6), 351-359. https://doi.org/10.1108/08858620910966237
• Gruen T. W., Summers J. O., & Acito F., (2000), Relationship marketing activities, commitment, and membership behaviors in professional associations, Journal of marketing, 64 (3), 34-49. https://doi.org/10.1509/jmkg.64.3.34.18030
• Hair Jr. J. F., Sarstedt M., Ringle C. M., & Gudergan S. P., (2017), Advanced issues in partial least squares structural equation modeling, SAGE publications.
• Jaworski B., & Kohli A. K., (2006), Co–creating the voice of the customer, In Lusch R. F., Vargo, S. L. (Eds.), The service dominant logic of marketing: Dialog, debate and directions, 109–117, Armonk, NY: M.E. Sharpe.
• Krenz P., Basmer-Birkenfeld S. V., Buxbaum-Conradi S., Redlich T., & Wulfsberg J., (2015), Facing the conflict of transparency and non-disclosure of knowledge within value creation networks, In 2015 Second International Conference on eDemocracy & eGovernment (ICEDEG), 26-33, IEEE. DOI: 10.1109/ICEDEG.2015.7114468
• Kumar N., Hibbard J. D., & Stern L. W., (1994), The nature and consequences of marketing channel intermediary commitment, Report-Marketing Science Institute Cambridge Massachusetts.
• Kumar N., Scheer L. K., & Steenkamp J. B. E., (1995), The effects of perceived interdependence on dealer attitude, Journal of marketing research, 32 (3), 348-356. https://doi.org/10.1177/002224379503200309
• Lacey R., (2007), Relationship drivers of customer commitment, Journal of Marketing Theory and Practice, 15 (4), 315-333. https://doi.org/10.2753/MTP1069-6679150403
• Lewicki R. J., & Stevenson M. A., (1997), Trust development in negotiation: Proposed actions and a research agenda, Business & Professional Ethics Journal, 16 (1-3), 99-132. www.jstor.org/stable/27801027
• Lewicki R. J., Tomlinson E. C., & Gillespie N., (2006), Models of interpersonal trust development: Theoretical approaches, empirical evidence, and future directions, Journal of management, 32 (6), 991-1022. https://doi.org/10.1177/0149206306294405
• Lusch R. F., & Vargo S. L., (2006), Service-dominant logic: reactions, reflections and refinements, Marketing theory, 6 (3), 281-288. https://doi.org/10.1177/1470593106066781
• Moorman C., Zaltman G., & Deshpande R., (1992), Relationships between providers and users of market research: The dynamics of trust within and between organizations, Journal of marketing research, 29 (3), 314-328. https://doi.org/10.1177/002224379202900303
• Morgan R., & Hunt S., (1994), The Commitment-Trust Theory of Relationship Marketing, Journal of Marketing, 58, 3, 20–38. https://doi.org/10.1177/002224299405800302
• Nagarethenam R., Shamim A., & Ghazali Z., (2018), The DART Perspective on Value Co-Creation between Frontline Employees and Internal Service Providers, In SHS Web of Conferences, 56, 01005, EDP Sciences. https://doi.org/10.1051/shsconf/20185601005
• Nyaga G. N., Whipple J. M., & Lynch D. F., (2010), Examining supply chain relationships: do buyer and supplier perspectives on collaborative relationships differ?, Journal of operations management, 28 (2), 101-114. https://doi.org/10.1016/j.jom.2009.07.005
• O’Hern M. S., & Rindfleisch A., (2010), Customer co-creation: a typology and research agenda, Review of marketing research, 6 (1), 84-106.
• O'Reilly C. A., Chatman J., & Caldwell D. F., (1991), People and organizational culture: A profile comparison approach to assessing person-organization fit, Academy of management journal, 34 (3), 487-516. https://doi.org/10.5465/256404
• Payne A. F., Storbacka K., & Frow P., (2008), Managing the co-creation of value, Journal of the academy of marketing science, 36 (1), 83-96. https://doi.org/10.1007/s11747-007-0070-0
• Pia A., Albinsson B., Yasanthi P., & Pookie T. S., (2016), DART Scale Development: Diagnosing a Firm’s Readiness for Strategic Value Co-creation, Journal of Marketing Theory and Practice, 24 (1), 42-58, DOI: 10.1080/10696679.2016.1089763
• Porter L. W., Steers R. M., Mowday R. T., & Boulian P. V., (1974), Organizational commitment, job satisfaction, and turnover among psychiatric technicians, Journal of applied psychology, 59 (5), 603. https://doi.org/10.1037/h0037335
• Prahalad C. K., & Ramaswamy V., (2004), Co‐creation experiences: The next practice in value creation, Journal of interactive marketing, 18 (3), 5-14. https://doi.org/10.1002/dir.20015
• Ramaswamy V., (2005), Co-creating experiences with customers: new paradigm of value creation, The TMTC Journal of Management, 8, 6-14.
• Shukla P., Banerjee M., & Singh J., (2016), Customer commitment to luxury brands: Antecedents and consequences, Journal of Business Research, 69 (1), 323-331. https://doi.org/10.1016/j.jbusres.2015.08.004
• Solakis K., Peña-Vinces J. C., & Lopéz-Bonilla J. M., (2017), Dart model from a customer's perspective: an exploratory study in the hospitality industry of Greece, Problems and perspectives in management, 15 (2), 536-548. DOI:10.21511/ppm.15(si).2017.07
• Spena T. R., Caridà A., Colurcio M., & Melia M., (2012), Store experience and co‐creation: The case of temporary shop, International Journal of Retail & Distribution Management, https://doi.org/10.1108/09590551211193586
• Tanev S., Bailetti T., Allen S., Milyakov H., Durchev P., & Ruskov P., (2011), How do value co-creation activities relate to the perception of firms' innovativeness?, Journal of Innovation Economics Management, 1, 131-159. DOI: 10.3917/jie.007.0131
• Van Beuningen J., De Ruyter K., & Wetzels M., (2011), The power of self-efficacy change during service provision: Making your customers feel better about themselves pays off, Journal of Service Research, 14 (1), 108-125. https://doi.org/10.1177/1094670510379037
• Varey R. J., (2002), Relationship marketing: dialogue and networks in the e-commerce era, Chichester: Wiley.
• Vargo S. L., & Lusch R. F., (2008), Service-dominant logic: continuing the evolution, Journal of the Academy of Marketing Science, 36 (1), 1-10. DOI 10.1007/s11747-007-0069-6
• Vargo S. L., Lusch R. F., & Akaka M. A., (2010), Advancing service science with service-dominant logic, In Handbook of service science, 133-156, Springer, Boston, MA. https://doi.org/10.1007/978-1-4419-1628-0_8
• Vargo S. L., & Lusch R., F. (2004), Evolving to a new dominant logic for marketing, Journal of marketing, 68 (1), 1-17.
• Vijayasarathy L. R., (2010), Supply integration: an investigation of its multi-dimensionality and relational antecedents, International Journal of Production Economics, 124 (2), 489-505. https://doi.org/10.1016/j.ijpe.2010.01.010
• Walter A., & Ritter, T., (2003), The influence of adaptations, trust, and commitment on value‐creating functions of customer relationships, Journal of Business & Industrial Marketing, 18 (4/5), 353-365. https://doi.org/10.1108/08858620310480250
• Wetzels M., De Ruyter K., & Lemmink J., (2000), Antecedents and Consequences of Service Quality, Handbook of services marketing and management, 343. Wilson P. A., (1995), The effects of politics and power on the organizational commitment of federal executives, Journal of Management, 21 (1), 101-118. https://doi.org/10.1177/014920639502100106
• Zaborek P., & Mazur J., (2019), Enabling value co-creation with consumers as a driver of business performance: A dual perspective of Polish manufacturing and service SMEs, Journal of Business Research, 104, 541-551. https://doi.org/10.1016/j.jbusres.2018.12.067