Elektronik Müşteri İlişkileri Uygulamalarının Algılanan İlişki Kalitesi ve Müşteri Sadakati Üzerine Etkisi: Havayolu Sektöründe Bir Araştırma

Amaç – Havayolu şirketleri de, mal ve/veya hizmet üreten diğer işletmeler gibi rekabet avantajı elde edebilmek, tüketici istek ve ihtiyaçlarını tatmin edebilmek amacıyla birtakım farklı uygulamalara başvurmaktadırlar. Son dönemlerde bu uygulamalardan önde geleni ise, elektronik müşteri ilişkileri yönetimidir. Bu araştırma ile elektronik müşteri ilişkileri uygulamaları ile ilişki kalitesi ve müşteri sadakati ilişkilerinin ortaya konulması amaçlanmıştır. Yöntem – Araştırmanın verileri Ankara’da Gazi Üniversitesi’nde yüksek lisans eğitimi gören 479 katılımcıdan elde edilmiştir. Çalışmada öncelikle geçerlilik ve güvenilirlik analizleri yapılmıştır. Söz konusu bağımlı ve bağımsız değişkenler arasındaki ilişkileri ortaya koyabilmek, ayrıca hipotezleri test edebilmek için korelasyon ve regresyon analizleri gerçekleştirilmiştir. Bulgular – Tüm değişkenler arasında anlamlı ilişki çıkmıştır. Sonuçlar, elektronik müşteri ilişkileri uygulamalarının ilişki kalitesi ve müşteri sadakati oluşturmada önemli rol oynadığını göstermektedir. Aracılık etkisini, ortaya koyabilmek için Baron ve Kenny’nin dört aşamalı modeli uygulanmıştır. Tartışma – Elde edilen bulgulardan ilişki kalitesinin elektronik müşteri ilişkileri uygulamalarının müşteri sadakatine etkisinde aracılık rolü oynadığı da tespit edilmiştir.

The Influence of Electronic Customer Relationship Management Practices on Relationship Quality and Customer Loyalty: A Research in Airline Industry

Purpose – Like other companies, airline carriers search for several strategies in order to gain competitive advantage and satisfy consumers’ needs and wants. In recent years, one of the leading practices is electronic customer relation management. This research investigates the relationship between electronic customer relationship management practices, relationship quality, and customer loyalty. Design/methodology/approach – A quantitative research was employed on 479 postgraduate students in Gazi University. The reliability and validity of the measurement instrument are tested before. Correlation and series of regression analyses are applied for investigating relationships and testing research hypotheses. Findings – The results reveal that, positive and significant relationships were found between all dependent and independent variables. Results also reveal that, electronic customer relationship practices play important roles in building relationship quality and customer loyalty. Baron and Kenny’s four step procedures are employed in order to test mediation effect. Discussion – Results show that the mediating role of relationship quality in the relationships between electronic customer relationship management practices and customer loyalty is supported.

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