Amaç – Hizmet araştırma ve uygulama süreçlerinde önem taşıyan ortak değer yaratma yaklaşımları, paydaşlar arasındaki etkileşimlere odaklanmaktadır. Bu doğrultuda çalışma havayolu hizmet sistemindeki havayolu-yolcu etkileşimi bağlamında ortak değer yaratma davranışının tekrar satın alma niyeti üzerindeki etkisini ortaya çıkarmayı amaçlamaktadır. Yöntem – Çalışmada kullanılan veriler, havayolu yolcularına çevrimiçi ortamda anket uygulanarak toplam 217 katılımcıdan elde edilmiştir. Anket sorularının ölçümünde Likert tutum ölçeği ve hipotezlerin test edilmesinde Kısmi En Küçük Kareler-Yapısal Eşitlik Modeli (PLS-SEM) tekniği kullanılmıştır. Ortak değer yaratma davranışı; müşteri katılım davranışı (bilgi arama, bilgi paylaşımı, sorumluluk, kişisel etkileşim) ve müşteri vatandaşlık davranışı (geribildirim, korumacılık, yardımcı olma, tolerans) olmak üzere iki alt boyutta ele alınmıştır. Bulgular – Analiz sonucu elde edilen bulgular çalışmaya katılan havayolu yolcularının tekrar satın alma niyetleri üzerinde müşteri katılım davranışı alt boyutlarından bilgi arama ve müşteri vatandaşlık davranışı alt boyutlarından ise korumacılık ve toleransın pozitif ve istatistiksel açıdan anlamlı bir ilişkiye sahip olduğunu göstermektedir. Tartışma – Ortak değer yaratma davranışının tekrar satın alma niyeti üzerindeki etkisini ampirik olarak test eden çalışmada elde edilen bulgular literatürde ele alınan yaklaşımlarla benzerlikler göstermektedir. Yolcuların havayolu firmalarıyla aralarında yaratmış oldukları ilişki biçimleri ortaya çıkacak sorunların kolaylıkla çözülmesini ve negatif dışsallıkların engellenmesini sağlamaktadır. Genel olarak değerlendirildiğinde; müşteri katılım ve vatandaşlık davranışı değişkenlerini alt boyutlarına indirgeyen çalışmaların kısıtlı olması çalışmanın özgün değerini ortaya çıkarmaktadır.
Purpose – Value co-creation approaches that are important in service research and practice processes focus on the interactions between stakeholders. In this respect, the study aims to reveal the effect of value co-creation behavior on the repurchase intention in the context of airline-passenger interaction in the airline service system. Design/methodology/approach – The data used in the study were obtained from 217 airline passengers. Likert scale was used to measure the questionnaire and Partial Least Squares-Structural Equation Model (PLS-SEM) technique was used to test the hypotheses. Value co-creation behavior include customer participation behavior (information seeking, information sharing, responsible behavior, personal interaction) and customer citizenship behavior (feedback, advocacy, helping, tolerance). Findings – Findings suggest that the information seeking (customer participation behavior), advocacy and tolerance (customer citizenship behavior) have a positive and statistically significant relationship on repurchase intention of the airline passengers. Discussion – The findings of the study empirically testing the effect of value co-creation behavior on the repurchase intention show similarities with studies in the literature. The relationship forms between passengers and airline companies enable problems to be solved easily and prevent negative externalities. Because of the limited number of the studies which have customer participation and citizenship behavior sub-dimensions, the study has an original value.
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