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Year 2015, Volume: 2 Issue: 1, 0 - 0, 29.03.2015

Abstract

İnternet teknolojilerinin insan yaşamının her alanında kullanılmaya başlaması ile birlikte, müşteriler ürün ya da hizmetlerle ilgili birçok işlemini, işletmelerin internet siteleri üzerinden yapmaya yönelmiş ve bu durum, müşteri profilinin değişmesine neden olmuştur. Günümüz müşterileri, internet siteleri üzerinden sadece ucuz ürün ya da hizmet almak istememekte, aynı zamanda farklı beklentilere cevap verebilecek standartta hizmet kalitesini talep etmektedir.Bu noktadan hareketle işletmeler, müşterilerin istek ve ihtiyaçlarına cevap verebilmek ve rekabette geri kalmamak için internet teknolojilerini yoğun bir şekilde kullanır hale gelmiştir. Bu durum havayolu işletmeleri için de geçerli olup, uluslararası bir sektörde hizmet veren havayolu işletmeleri için, kaliteli bir internet sitesinin varlığı büyük önem arz etmektedir. Bu yüzden havayolu işletmelerinin elektronik hizmet kalitesi, memnuniyet ve sadakat arasındaki ilişkiyi tam olarak anlayabilmeleri, karlılıklarını sürdürebilmeleri için zorunlu hale gelmiştir.Bu çalışmanın amacı; havayolu sektöründe elektronik hizmet kalitesi, yolcu memnuniyeti ve yolcu sadakati arasındaki ilişkiyi ortaya koymaktır. Araştırma kapsamında 5’li Likert ölçeği ile hazırlanan anket gerçekleştirilmiştir. Anketler, Türkiye’deki çeşitli havalimanlarında 421 iç hat ve 400 dış hat yolcuya uygulanmıştır. Verilerin analizi amacıyla; T-test, ANOVA ve Regresyon analizi uygulanmıştır. Araştırma sonuçlarına göre; elektronik hizmet kalitesinin yolcu memnuniyetini, yolcu memnuniyetinin de yolcu sadakatini olumlu yönde etkilediği sonucuna ulaşılmıştır. Ayrıca yolcuların havayolu işletmesine yönelik sadakati, uçuş tipine göre anlamlı bir farklılık göstermektedir. Bulgulara göre de; havayolu işletmeleri yöneticilerine bir takım önerilerde bulunulmuştur

References

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  • Journal of Information Technology Cases and Application, 5 (4), p. 21 - 38. Karatepe, O.M. ve Ekiz, H.E. (2004), The Effects of Organizational Responses to Complaint on Satisfaction and Loyalty: A study of Hotel Guests in Northern Cyprus. Managing Service Quality, 14(6), p. 476-86.
  • Kırçova, İ. (2005), İnternette Pazarlama, Türkiye: Beta Basım Yayım Dağıtım A.Ş.
  • Lau, T.C., Kwek, C.L. ve Tan, HP. (2011). Airline E-Ticketing Service: How E-Service Quality and Customer
  • Satisfaction Impacted Purchase Intention. International Business Management, 2011, 5 (4), p. 200 - 208
  • Lee, Y. ve Kozar, K. (2006), Investigating the Effect of Website Quality on E-Business Success: An Analytic
  • Hierarchy Process (AHP) Approach. Decision Support Systems, 42 (3), p. 1383 – 1401.
  • Lin, H. (2008), Determinants of Successful Virtual Communities: Contributions from System Characteristics and Social Factors. Information & Management, 45, p. 522-527.
  • Lin, H. ve Wang, Y. (2006), An Examination of the Determinants of Customer Loyalty in Mobile Commerce
  • Contexts. Information and Management, 43, p. 271-282. Liu, C. ve Arnett, K.P. (2000), Exploring the Factors Associated With Website Success in the Context of Electronic
  • Commerce. Information and Management, 38 (1), p. 23 – 33. Lubbe, B. (2007), The effect of Internet Apprehension and Website Satisfaction on Air Travellers’ Adoption of An
  • Airline’s Website. Journal of Air Transport Management, 13(2007), p. 75 – 80.
  • Madu, C.N. ve Madu, A.A. (2002), Dimensions of E-Quality. International Journal of Quality and Reliability Management, 19(3), p. 246-258.
  • Morgan, R.M. ve Hunt, S.D. (1994), The Commitment-Trust Theory of Relationship Marketing. Journal of
  • Marketing Research, 58, p. 20–38. Mouakket, S. ve Al-hawari, M.A. (2012), Examining the Antecedents of E-loyalty Intention in an Online
  • Reservation Environment. Journal of High Technology Management Research, 23(2012), p. 46–57.
  • 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), p. 265-280. Nykiel, R. A. (2005), Hospitality Management Strategies. New Jersey: Upper Saddle River.
  • Nyshadham, E. A. (2000), Privacy Policies of Air Travel Web Sites: A Survey and Analysis. Journal of Air Transport
  • Management, 6 (3), p. 143 – 152. O’cass, A. ve Carlson, J. (2012), An Emprical Assessment of Consumers’ Evaluations of Web Site Service Quality:
  • Conceptualizing and Testing a Formative Model. Journal of Services Marketing, 26 (6), p. 419 – 434. Oliver, R.L. (1999), Whence consumer loyalty. Journal of Marketing 63(Special Issue), p. 33-44.
  • Phippen, A.D., Sheppard, L. ve Furnell, S. (2004), A Practical Evaluation of Web Analytics. Internet Research, 14 (4), p. 284 – 293.
  • Porter, M. E. (2001), Strategy and Internet, Harward Business Review. March 2001, p. 63 – 78.
  • Razak, M. Z.B.A., Ilias, A. ve Rahman, R.A. (2009), Differentiation Strategies of Internet Retailing (Unique, Value and Return): A Focused Web Evaluation into Airline Service Provider. International Business Research, 2(2), p. 40 –
  • Reinartz, W.J. ve Kumar, V. (2003), The Impact of Customer Relationship Characteristics on Profitable Lifetime
  • Duration. Journal of Marketing, 67 (January), p. 77-99. Russ, K. R. (2006), Consumer Expectation Formation in Health Care Services: A Psycho-Social Model. Dissertation
  • B.S., December, Louisiana State University. Sarı, Y. ve Kozak, M. (2005), Turizm Pazarlamasında İnternetin Etkisi: Destinasyon Web Siteleri İçin Bir Model
  • Önerisi. Akdeniz İ.İ.B.F. Dergisi, 9 (2005), p. 248 – 271.
  • Tan, F.B. ve Tung, L.L. (2003), Exploring Website Evaluation Criteria Using the Repertory Grid Technique: A Web
  • Designers’ Perspective. Proceedings of The Second Annual Workshop on HCI Research in MIS, Seattle, WA, December 12 –13, p. 65 – 69. Taylor, M.J. ve England, D. (2006), Internet Marketing: Web Site Navigation Design Issues. Marketing Intelligence
  • & Planning, 24 (1), p. 77 – 85. Tsai, H-T, Huang, L. ve Chung-Gee, L. (2005), Emerging E-Commerce Development Model for Taiwanese Travel
  • Agencies. Tourism Management, 26 (5), p. 787 – 796. Tse, D. K. ve Wilton, P. C. (1988), Models of Consumer Satisfaction Formation: An Extension. Journal of Marketing Research, 25, p. 204–212.
  • Wei, J. ve Ozok, A. (2005), Development of a Web-Based Mobile Airline Ticketing Model with Usability Features,
  • Industrial Management and Data Systems, 105 (9), p. 1261 – 1277.
  • Wu, K.W. (2006), Service Quality, Customer Satisfaction, and Customer Loyalty in Consumer Electronics E-Tailers:
  • A Structural Equation Modeling Approach. PHD Dissertation: Lynn University. Yuksel, A. ve Rimmington, M. (1998), Customer-Satisfaction Measurement: Performance Counts. Cornell Hotel and Restaurant Administration Quarterly, 39 (6), p. 60-70.
  • Yüksel, H., (2007), Internet Sitelerinin Kalite Boyutlarının Değerlendirilmesi. Anadolu Üniversitesi Sosyal Bilimler Dergisi, 1, p. 517-536.
  • Zeithaml, V.A., Parasuraman, A. ve Malhotra A. (2000), A Conceptual Framework for Understanding E-Service
  • Quality: Implications for Future Research and Managerial Practice. Working paper, No: 00 – 115, Cambridge MA: Marketing Science Institute. Zeithaml, V.A. (2002), Service Excellence in Electronic Channels. Managing Service Quality, 12(3), p. 135-138.
  • Zeithaml, V.A., Berry, L.L. ve Parasuraman, A. (1996), The Behavioral Consequences of Service Quality. Journal of Marketing, 60(2), p. 31-46.
  • Zeithalm V.A., Parasuraman A. ve Malhotra A. (2002), Service Quality Delivery Through Websites: A Critical

E-SERVICE QUALITY, PASSENGER SATISFACTION AND PASSENGER LOYALTY RELATIONSHIP IN AIRLINE INDUSTRY

Year 2015, Volume: 2 Issue: 1, 0 - 0, 29.03.2015

Abstract

With the start of the use of internet technologies in all areas of human life, customers have gravitated to perform many processes associated with customer products or services on companies’ websites and this led to a change in the customer profile. Today's customers are not willing to just get the cheapest products or services through the website, but also demand the quality of service standard which can respond to different expectations. From this point forth, in order to respond to customers' requests and needs and to keep up with the competition, companies, started to use the internet technologies intensely. This situation is also true for the airline companies, providing services to these companies in the international airline industry; the existence of a quality website is of the utmost importance. So, an airline companies being able to understand the relationships among e-service quality, satisfaction and loyalty have become compulsory in order to maintain profitability. The purpose of this study is to demonstrate the interrelationships among e-service quality, passenger satisfaction and passenger loyalty in the airline industry. Within the scope of the research, a survey prepared by using 5 point Likert scale has been conducted. Surveys have been applied to 421 domestic and 400 international passengers in various airports in Turkey. For data analysis; Regression analysis was used. According to the survey results; it has been concluded that both the e-service quality affects the passenger satisfaction and the passenger satisfaction affects the loyalty of the passenger positively. In addition, the findings demonstrated that significant differences exist between the passenger satisfaction regarding their flight type. What is more, according to the findings; the airline managers have been made a number of suggestions.

References

  • Altınkemer, K. ve Özçelik, Y. (2009), Cash-Back Rewards versus Equity-Based Electronic Loyalty Programs in E
  • Commerce. Information System and E-Business Management, 7(1), p. 39-55. Anderson, E. (1998), Customer Satisfaction and Word-of-mouth. Journal of Service Research, 1(1), p. 1 – 14.
  • Atalık, Ö. (2005), Havayolu İşletmeleri Örneğinde İşletme İmajının Havayolu İşletmesi Tercihlerine ve Müşteri
  • Bağlılığına Olan Etkisinin Belirlenmesine Yönelik Bir Araştırma. Akademik Bakış, 7. Bauer, H.H., Grether, M. ve Leach, M. (2002), Building Customer Relations Over The Internet. Industrial
  • Marketing Management, 31 (2002), p. 155 –163.
  • Bayram, M. ve Yaylı, A. (2009), Otel Web Sitelerinin İçerik Analizi Yöntemiyle Değerlendirilmesi. Elektronik Sosyal
  • Bilimler Dergisi, 8(27), p. 347 – 379. 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), p. 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), p. 7-27. Chang, H.H., Wang Y.H. ve Yang, W.Y. (2009), The Impact of E-Service Quality, Customer Satisfaction and Loyalty on E-marketing: Moderating Effect of Perceived Value. Total Quality Management & Business Excellence, 20 (4), p. 423-443.
  • Cox, J. ve Dale, B.G. (2002), Key Quality Factors in Web Site Design and Use: An Examination, International
  • Journal of Quality & Reliability Management, 19 (7), p. 862 – 888. Cronin, J.J. ve Taylor, S.A. (1992), Measuring Service Quality: A Reexamination and Extension. Journal of Marketing, 56, p. 55-68.
  • Cyr, D., Hassanein, K., Head, M. ve Ivanov, A. (2007), The Role of Social Presence in Establishing Loyalty in E
  • Service Environments. Interacting with Computers, 19, p. 43-56. 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, p. 167-188. Çelik, H. ve Başaran, B. (2008), Bireysel Müşteriler Tarafından Algılanan Elektronik Hizmet Kalitesi. Anadolu
  • Üniversitesi Sosyal Bilimler Dergisi, 8 (2), p. 129 – 152. Dick, A. ve Basu, K. (1994), Customer Loyalty: Toward an Integrated Conceptual Framework. Journal of the Academy of Marketing Science, 22 (2), p. 99–113.
  • Fornell, C. (1992), A National Customer Satisfaction Barometer: The Swedish Experience. Journal of Marketing, 56 (January 1992), p. 6 – 21.
  • Forgas, S., Moliner, M.A., Sánchez, J. ve Palau, R. (2010), Antecedents of Airline Passenger Loyalty: Low-cost versus Traditional Airlines. Journal of Air Transport Management, 16 (2010), p. 229–233.
  • Hanke, M. ve Teo, T.S.(2003), Meeting the Challenges in Globalizing Electronic Commerce at United Airlines.
  • Journal of Information Technology Cases and Application, 5 (4), p. 21 - 38. Karatepe, O.M. ve Ekiz, H.E. (2004), The Effects of Organizational Responses to Complaint on Satisfaction and Loyalty: A study of Hotel Guests in Northern Cyprus. Managing Service Quality, 14(6), p. 476-86.
  • Kırçova, İ. (2005), İnternette Pazarlama, Türkiye: Beta Basım Yayım Dağıtım A.Ş.
  • Lau, T.C., Kwek, C.L. ve Tan, HP. (2011). Airline E-Ticketing Service: How E-Service Quality and Customer
  • Satisfaction Impacted Purchase Intention. International Business Management, 2011, 5 (4), p. 200 - 208
  • Lee, Y. ve Kozar, K. (2006), Investigating the Effect of Website Quality on E-Business Success: An Analytic
  • Hierarchy Process (AHP) Approach. Decision Support Systems, 42 (3), p. 1383 – 1401.
  • Lin, H. (2008), Determinants of Successful Virtual Communities: Contributions from System Characteristics and Social Factors. Information & Management, 45, p. 522-527.
  • Lin, H. ve Wang, Y. (2006), An Examination of the Determinants of Customer Loyalty in Mobile Commerce
  • Contexts. Information and Management, 43, p. 271-282. Liu, C. ve Arnett, K.P. (2000), Exploring the Factors Associated With Website Success in the Context of Electronic
  • Commerce. Information and Management, 38 (1), p. 23 – 33. Lubbe, B. (2007), The effect of Internet Apprehension and Website Satisfaction on Air Travellers’ Adoption of An
  • Airline’s Website. Journal of Air Transport Management, 13(2007), p. 75 – 80.
  • Madu, C.N. ve Madu, A.A. (2002), Dimensions of E-Quality. International Journal of Quality and Reliability Management, 19(3), p. 246-258.
  • Morgan, R.M. ve Hunt, S.D. (1994), The Commitment-Trust Theory of Relationship Marketing. Journal of
  • Marketing Research, 58, p. 20–38. Mouakket, S. ve Al-hawari, M.A. (2012), Examining the Antecedents of E-loyalty Intention in an Online
  • Reservation Environment. Journal of High Technology Management Research, 23(2012), p. 46–57.
  • 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), p. 265-280. Nykiel, R. A. (2005), Hospitality Management Strategies. New Jersey: Upper Saddle River.
  • Nyshadham, E. A. (2000), Privacy Policies of Air Travel Web Sites: A Survey and Analysis. Journal of Air Transport
  • Management, 6 (3), p. 143 – 152. O’cass, A. ve Carlson, J. (2012), An Emprical Assessment of Consumers’ Evaluations of Web Site Service Quality:
  • Conceptualizing and Testing a Formative Model. Journal of Services Marketing, 26 (6), p. 419 – 434. Oliver, R.L. (1999), Whence consumer loyalty. Journal of Marketing 63(Special Issue), p. 33-44.
  • Phippen, A.D., Sheppard, L. ve Furnell, S. (2004), A Practical Evaluation of Web Analytics. Internet Research, 14 (4), p. 284 – 293.
  • Porter, M. E. (2001), Strategy and Internet, Harward Business Review. March 2001, p. 63 – 78.
  • Razak, M. Z.B.A., Ilias, A. ve Rahman, R.A. (2009), Differentiation Strategies of Internet Retailing (Unique, Value and Return): A Focused Web Evaluation into Airline Service Provider. International Business Research, 2(2), p. 40 –
  • Reinartz, W.J. ve Kumar, V. (2003), The Impact of Customer Relationship Characteristics on Profitable Lifetime
  • Duration. Journal of Marketing, 67 (January), p. 77-99. Russ, K. R. (2006), Consumer Expectation Formation in Health Care Services: A Psycho-Social Model. Dissertation
  • B.S., December, Louisiana State University. Sarı, Y. ve Kozak, M. (2005), Turizm Pazarlamasında İnternetin Etkisi: Destinasyon Web Siteleri İçin Bir Model
  • Önerisi. Akdeniz İ.İ.B.F. Dergisi, 9 (2005), p. 248 – 271.
  • Tan, F.B. ve Tung, L.L. (2003), Exploring Website Evaluation Criteria Using the Repertory Grid Technique: A Web
  • Designers’ Perspective. Proceedings of The Second Annual Workshop on HCI Research in MIS, Seattle, WA, December 12 –13, p. 65 – 69. Taylor, M.J. ve England, D. (2006), Internet Marketing: Web Site Navigation Design Issues. Marketing Intelligence
  • & Planning, 24 (1), p. 77 – 85. Tsai, H-T, Huang, L. ve Chung-Gee, L. (2005), Emerging E-Commerce Development Model for Taiwanese Travel
  • Agencies. Tourism Management, 26 (5), p. 787 – 796. Tse, D. K. ve Wilton, P. C. (1988), Models of Consumer Satisfaction Formation: An Extension. Journal of Marketing Research, 25, p. 204–212.
  • Wei, J. ve Ozok, A. (2005), Development of a Web-Based Mobile Airline Ticketing Model with Usability Features,
  • Industrial Management and Data Systems, 105 (9), p. 1261 – 1277.
  • Wu, K.W. (2006), Service Quality, Customer Satisfaction, and Customer Loyalty in Consumer Electronics E-Tailers:
  • A Structural Equation Modeling Approach. PHD Dissertation: Lynn University. Yuksel, A. ve Rimmington, M. (1998), Customer-Satisfaction Measurement: Performance Counts. Cornell Hotel and Restaurant Administration Quarterly, 39 (6), p. 60-70.
  • Yüksel, H., (2007), Internet Sitelerinin Kalite Boyutlarının Değerlendirilmesi. Anadolu Üniversitesi Sosyal Bilimler Dergisi, 1, p. 517-536.
  • Zeithaml, V.A., Parasuraman, A. ve Malhotra A. (2000), A Conceptual Framework for Understanding E-Service
  • Quality: Implications for Future Research and Managerial Practice. Working paper, No: 00 – 115, Cambridge MA: Marketing Science Institute. Zeithaml, V.A. (2002), Service Excellence in Electronic Channels. Managing Service Quality, 12(3), p. 135-138.
  • Zeithaml, V.A., Berry, L.L. ve Parasuraman, A. (1996), The Behavioral Consequences of Service Quality. Journal of Marketing, 60(2), p. 31-46.
  • Zeithalm V.A., Parasuraman A. ve Malhotra A. (2002), Service Quality Delivery Through Websites: A Critical
There are 58 citations in total.

Details

Journal Section Articles
Authors

Nuriye Gunes This is me

Seda Arslan This is me

Harun Yılmaz

Publication Date March 29, 2015
Published in Issue Year 2015 Volume: 2 Issue: 1

Cite

APA Gunes, N., Arslan, S., & Yılmaz, H. (2015). E-SERVICE QUALITY, PASSENGER SATISFACTION AND PASSENGER LOYALTY RELATIONSHIP IN AIRLINE INDUSTRY. Journal of Management Marketing and Logistics, 2(1). https://doi.org/10.17261/Pressacademia.2015111604

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