Hizmet Kalitesinin Müşteri Tatmini ve Ağızdan Ağıza İletişim Üzerindeki Etkisi: Havayolu Endüstrisinde Cinsiyet Temelli Bir Araştırma

Havayolu endüstrisi, Türkiye’de ve dünya genelinde en hızlı büyüyen ve küresel ekonominin yanı sıra turizme ve ülkelerin Gayri Safi Yurtiçi Hâsılalarına önemli katkılar yapan endüstrilerden birisidir. Son yıllarda söz konusu endüstride, uluslararası kuruluşların tahminlerinin üzerinde gelişmeler yaşanmaktadır. Bu durum, yoğun rekabet ortamında ayakta kalmak ve sürdürülebilir rekabet avantajı elde etmek isteyen firmalar için kaliteli hizmetler sunarak mevcut müşterileri elde tutmalarını ve potansiyel müşterileri kendilerine çekmelerini zorunlu kılmaktadır. Bununla birlikte müşterilerin aldıkları hizmete ilişkin kalite algılamaları, onların tatmin düzeylerini ve diğer insanlara deneyimleriyle ilgili görüşlerini iletmelerini etkileyebilmektedir. Ayrıca, müşterilerin özellikleri de onların hizmete ilişkin algılarını etkileyebilmektedir. Bu nedenle bu çalışmada; kadın ve erkek katılımcıların hizmet kalitesine ilişkin algılamalarının onların tatmin düzeyleri ve ağızdan ağıza iletişim eylemleri üzerindeki etkisini incelemek amaçlanmıştır. Verilerin elde edilmesi için çevrimiçi anket düzenlenmiştir ve anketlerin gönderiminde Kolayda Örneklem Yöntemi benimsenmiştir. Çalışmanın evreni çok büyük olmakla birlikte örneklemini havayolu ulaşımını tercih eden ve çoğunluğu akademisyenlerden oluşan tüketiciler oluşturmaktadır. Ayrıca çalışmada; Bağımsız İki Örneklem T Test ve Çoklu Regresyon Analizi yapılmıştır. Sonuç olarak; kadın katılımcıların “Güvenilirlik” boyutuna ilişkin algılamalarının, erkek katılımcıların ise “Fiziksel Görünüm” boyutuna ilişkin algılamalarının onların hem tatmin düzeyleri hem de ağızdan ağıza iletişim eylemleri üzerinde istatistiksel olarak anlamlı ve pozitif bir etki yaptığı tespit edilmiştir.

The Effect of Service Quality on Customer Satisfaction and Word-of-Mouth Communication: A Gender Based Research in the Airline Industry

The airline industry is one of the fastest growing industries in Turkey and worldwide and is one of the industries that make significant contributions to the global economy as well as to tourism and the Gross Domestic Product of the countries. In recent years, there has been an improvement over the estimates of international organizations. This situation has made it mandatory for firms, which want to survive in a highly competitive environment and obtain sustainable competitive advantage, to offer high-quality services and retain existing customers and attract potential customers. However, customer’s perceptions of service quality can affect their level of satisfaction and their ability to communicate opinions to other people about their experiences. In addition, customer characteristics can affect their perceptions of service. For this reason, in this study it was aimed to investigate the effect of male and female participants’perceived level of service quality on their satisfaction levels and word-ofmouth communication. An online questionnaire was conducted to obtain the data and the Convenience Sampling Method was adopted in the submission of the questionnaires. The universe of the study is very large, and the sample consists of consumers who prefer air transportation and the majority of them are academicians. In addition, Independent- Samples T Test and Multiple Regression Analysis were performed in the study. As a result, it was found that perceptions of the female participants about the dimension of “Reliability” and the perceptions of the male participants about the dimension of “Physical Appearance” had a statistically significant and positive effect on their satisfaction level and word-of-mouth communication activities.

PDF

___

Abdullah, N., Mohamad, N. (2016). “University recreational facilities service quality and students’ physical activity level”, Procedia-Social and Behavioral Sciences, Vol. 224, 207-212.
Air Transport Action Group. (2016). Aviation: Benefits Beyond Borders. Switzerland. Aksoy, S., Atilgan, E., Akinci, S. (2003). “Airline services marketing by domestic and foreign firms: differences from the customers’ viewpoint”, Journal of Air Transport Management, Vol. 9, No. 6, 343-351.
Albayrak, A. S. (2005). “Çoklu doğrusal bağlantı halinde enküçük kareler tekniğinin alternatifi yanlı tahmin teknikleri ve bir uygulama”, Uluslararası Yönetim İktisat ve İşletme Dergisi, Vol. 1, No. 1, 105-126.
Aliman, N. K., Mohamad, W. N. (2016). “Linking service quality, patients’ satisfaction and behavioral intentions: an investigation on private healthcare in Malaysia”, Procedia-Social and Behavioral Sciences, Vol. 224, 141-148.
Archer, N. P., Wesolowsky, G. O. (1994). “A dynamic service quality cost model with word-of-mouth advertising”, European Journal of Operational Research, Vol. 78, No. 3, 355-366.
Basfirinci, C., Mitra, A. (2015). “A cross cultural investigation of airlines service quality through integration of Servqual and the Kano model”, Journal of Air Transport Management, Vol. 42, 239-248.
Bektaş, H., Akman, S. U. (2013). “Yükseköğretimde hizmet kalitesi ölçeği: güvenilirlik ve geçerlilik analizi”, Ekonometri ve İstatistik Dergisi, Sayı. 18, 116-133.
Bezerra, G. C., Gomes, C. F. (2015). “The effects of service quality dimensions and passenger characteristics on passenger’s overall satisfaction with an airport”, Journal of Air Transport Management, Vol. 44-45, 77-81.
Budiwan, V., Efendi. (2016). “The understanding of ındonesian patients of hospital service quality in singapore”, Procedia-Social and Behavioral Sciences, Vol. 224, 176-183.
Büyüköztürk, S. (2007). Sosyal bilimler için veri analizi el kitabi (8. Baski), Pegem Yayincilik, Ankara.
Büyüköztürk, Ş. (2002). “Faktör analizi: Temel kavramlar ve ölçek geliştirmede kullanımı”, Kuram ve Uygulamada Eğitim Yönetimi, Cilt. 32, Sayı. 32, 470-483.
Büyükşalvarcı, A., Abdioğlu, H. (2010). “Kriz öncesi ve kriz dönemlerinde işletmelerde çalışma sermayesi gereksiniminin belirleyicileri: İMKB imalat sanayi şirketleri üzerine ampirik bir uygulama”, Atatürk Üniversitesi İktisadi ve İdari Bilimler Dergisi, Vol. 24, No. 2, 47-71.
Calvo-Porral, C., Lévy-Mangin, J. P. (2015). “Switching behavior and customer satisfaction in mobile services: Analyzing virtual and traditional operators”, Computers in Human Behavior, Vol. 49, 532-540.
Chang, Y. H., Yeh, C. H. (2002). “A survey analysis of service quality for domestic airlines”, European Journal of Operational Research, Vol. 139, No. 1, 166-177.
Chaniotakis, I. E., Lymperopoulos, C. (2009). “Service quality effect on satisfaction and word of mouth in the health care industry”, Managing Service Quality: An International Journal, Vol. 19, No. 2, 229-242.
Chen, J. K., Batchuluun, A., Batnasan, J. (2015). “Services innovation impact to customer satisfaction and customer value enhancement in airport”, Technology in Society, Vol. 43, 219-230.
Choudhury, K. (2013). “Service Quality and WOM (Word-of-Mouth): A Study of the Indian Banking Sector”, (Eid, R. (2013). Managing Customer Trust, Satisfaction, and Loyalty through Information Communication Technologies.), Business Science Reference, ABD.
Choudhury, K. (2014). “Service quality and word of mouth: a study of the banking sector”, International Journal of Bank Marketing, Vol. 32, No. 7, 612-627.
Chow, C. K. W. (2014). “Customer satisfaction and service quality in the Chinese airline industry”, Journal of Air Transport Management, Vol. 35, 102-107.
Ersungur, Ş. M., Kızıltan, A., Polat, Ö. (2007). “Türkiye’de bölgelerin sosyo-ekonomik gelişmişlik sıralaması: temel bileşenler analizi”, Atatürk Üniversitesi İktisadi ve İdari Bilimler Dergisi, Cilt. 21, Sayı. 2, 55-66.
Fatima, J. K., Razzaque, M. A. (2014). “Service quality and satisfaction in the banking sector”, International Journal of Quality and Reliability Management, Vol. 31, No. 4, 367-379.
Forsythe, P. J. (2016). “Construction service quality and satisfaction for a targeted housing customer”, Engineering, Construction and Architectural Management, Vol. 23, No. 3, 323-348.
Gursoy, D., Chen, M. H., Kim, H. J. (2005). “The US airlines relative positioning based on attributes of service quality”, Tourism Management, Vol. 26, No. 1, 57-67.
Gürbüz, S., Yüksel, M. (2008). “Çalışma ortamında duygusal zeka: iş performansı, iş tatmini, örgütsel vatandaşlık davranışı ve bazı demografik özelliklerle ilişkisi”, Doğuş Üniversitesi Dergisi, Vol. 9, No. 2, 174-190.
Hair Jr, J. F., Black W.C., Babin B.J., Anderson R. E. (2014). Multivariate data analysis, 7. Edition, Pearson New International Edition.
Hapsari, R., Clemes, M., Dean, D. (2016). “The mediating role of perceived value on the relationship between service quality and customer satisfaction: Evidence from Indonesian airline passengers”, Procedia Economics and Finance, Vol. 35, 388- 395.
Harrison-Walker, L. J. (2001). “The measurement of word-of-mouth communication and an investigation of service quality and customer commitment as potential antecedents”, Journal of Service Research, Vol. 4, No. 1, 60-75.
Hartline, M. D., Jones, K. C. (1996). “Employee performance cues in a hotel service environment: Influence on perceived service quality, value, and word-of-mouth intentions”, Journal of Business Research, Vol. 35, No. 3, 207-215.
Heung, V. C. (2008). “Effects of tour leader's service quality on agency's reputation and customers' word-of-mouth”, Journal of Vacation Marketing, Vol. 14, No. 4, 305- 315.
Hussain, R., Al Nasser, A., Hussain, Y. K. (2015). “Service quality and customer satisfaction of a UAE-based airline: An empirical investigation”, Journal of Air Transport Management, Vol. 42, 167-175.
IATA-International Air Transport Association. Annual Review 2017.
Işık, E. S. (2010). Havayolu ulaşımında hizmet kalitesinin ölçümü: iç hatlarda pilot uygulama. Published master’s thesis, Police Academy, Turkey.
Jager, J. D., Gbadamosi, G. (2013). “Predicting students' satisfaction through service quality in higher education”, The International Journal of Management Education, Vol. 11, No. 3, 107-118.
James, T. L., Calderon, E. D. V., Cook, D. F. (2017). “Exploring patient perceptions of healthcare service quality through analysis of unstructured feedback”, Expert Systems with Applications, Vol. 71, 479-492.
Jiang, H., Zhang, Y. (2016). “An investigation of service quality, customer satisfaction and loyalty in China's airline market”, Journal of Air Transport Management, Vol. 57, 80-88.
Kalaja, R., Myshketa, R., Scalera, F. (2016). “Service quality assessment in health care sector: the case of Durres public hospital”, Procedia-Social and Behavioral Sciences, Vol. 235, 557-565.
Kalaycı, S., Kahya, E. (1998). “Susurluk havzası nehirlerinde su kalitesi trendlerinin belirlenmesi”, Turkish Journal of Engineering and Environmental Science, Cilt. 22, 503-514.
Kitapci, O., Akdogan, C., Dortyol, İ. T. (2014). “The impact of service quality dimensions on patient satisfaction, repurchase intentions and word-of-mouth communication in the public healthcare industry”, Procedia - Social and Behavioral Sciences, Vol. 148, 161-169.
Lee, J. H., Kim, H. D., Ko, Y. J., Sagas, M. (2011). “The influence of service quality on satisfaction and intention: A gender segmentation strategy”, Sport Management Review, Vol. 14, No. 1, 54-63.
Likert, R. (1932). “A technique for the measurement of attitudes”, Archives of Psychology, Vol. 22, No. 140, 55.
Liu, C. H. S., Lee, T. (2016). “Service quality and price perception of service: Influence on word-of-mouth and revisit intention”, Journal of Air Transport Management, Vol. 52, 42-54.
Liu, R., Cui, L., Zeng, G., Wu, H., Wang, C., Yan, S., Yan, B. (2015). “Applying the fuzzy SERVQUAL method to measure the service quality in certification and inspection industry”, Applied Soft Computing, Vol. 26, 508-512.
Lu, H. Y., Wu, W. Y., Chen, S. H. (2016). “Influences on the perceived value of medical travel: the moderating roles of risk attitude, self-esteem and word-ofmouth”, Current Issues in Tourism, Vol. 19, No. 5, 477-491.
Macintosh, G. (2007). “Customer orientation, relationship quality, and relational benefits to the firm”, Journal of Services Marketing, Vol. 21, No. 3, 150-159.
Marangoz, M. (2007). “Ağızdan ağıza iletişimin müşterilerin satın alma davranışlarına etkileri: Cep telefonu pazarına yönelik bir araştırma”, Çukurova Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, Cilt. 16, Sayı. 2, 395-412.
Maxham, J. G. (2001). “Service recovery's influence on consumer satisfaction, positive word-of-mouth, and purchase intentions”, Journal of Business Research, Vol. 54, No. 1, 11-24.
Mishra, P., Bakshi, M., Singh, R. (2016). “Impact of consumption emotions on WOM in movie consumption: Empirical evidence from emerging markets”, Australasian Marketing Journal (AMJ), Vol. 24, No. 1, 59-67.
Omar, M. S., Ariffin, H. F., Ahmad, R. (2016). “Service quality, customers’ satisfaction and the moderating effects of gender: A study of Arabic restaurants”, Procedia- Social and Behavioral Sciences, Vol. 224, 384-392.
Özer, A., Argan, M. T., Argan, M. (2013). “The effect of mobile service quality dimensions on customer satisfaction”, Procedia-Social and Behavioral Sciences, Vol. 99, 428-438.
Parasuraman, A., Zeithaml, V. A., Berry, L. L. (1985). “A conceptual model of service quality and its implications for future research”, The Journal of Marketing, Vol. 49, No. 4, 41-50.
Parasuraman, A., Zeithaml, V. A., Berry, L. L. (1988). “Servqual: A multiple-item scale for measuring consumer perceptions of service quality”, Journal of Retailing, Vol. 64, No. 1, 12-37.
Park, J. W., Robertson, R., Wu, C. L. (2006). “The effects of individual dimensions of airline service quality: Findings from Australian domestic air passengers”, Journal of Hospitality and Tourism Management, Vol. 13, No. 2, 161-176.
Pizam, A., Shapoval, V., Ellis, T. (2016). “Customer satisfaction and its measurement in hospitality enterprises: a revisit and update”, International Journal of Contemporary Hospitality Management, Vol. 28, No. 1, 2-35.
Rodger, K., Taplin, R. H., Moore, S. A. (2015). “Using a randomised experiment to test the causal effect of service quality on visitor satisfaction and loyalty in a remote national park”, Tourism Management, Vol. 50, 172-183.
Sanguansat, P. (Ed.). (2012). Principal component analysis-multidisciplinary applications, InTech, Croatia.
Segoro, W. (2013). “The influence of perceived service quality, mooring factor, and relationship quality on customer satisfaction and loyalty”, Procedia-Social and Behavioral Sciences, Vol. 81, 306-310.
Sivil Havacılık Genel Müdürlüğü. (2016). Sivil Havacılık Genel Müdürlüğü Faaliyet Raporu. Ankara.
Snipes, R. L., Thomson, N. F., Oswald, S. L. (2006). “Gender bias in customer evaluations of service quality: an empirical investigation”, Journal of Services Marketing, Vol. 20, No. 4, 274-284.
Spathis, C., Petridou, E., Glaveli, N. (2004). “Managing service quality in banks: customers’ gender effects”, Managing Service Quality: An International Journal, Vol. 14, No. 1, 90-102.
Spreng, R. A., Hui Shi, L., Page, T. J. (2009). “Service quality and satisfaction in business-to-business services”, Journal of Business and Industrial Marketing, Vol. 24, No. 8, 537-548.
Sun, L. B., Qu, H. (2011). “Is there any gender effect on the relationship between service quality and word-of-mouth?”, Journal of Travel and Tourism Marketing, Vol. 28, No. 2, 210-224.
Ueltschy, L. C., Laroche, M., Eggert, A., Bindl, U. (2007). “Service quality and satisfaction: an international comparison of professional services perceptions”, Journal of Services Marketing, Vol. 21, No. 6, 410-423.
Vespermann, J., Wald, A. (2011). “Much ado about nothing?–an analysis of economic impacts and ecologic effects of the eu-emission trading scheme in the aviation industry”, Transportation Research Part A: Policy and Practice, Vol. 45, No. 10, 1066-1076.
Wu, H. C., Cheng, C. C. (2013). “A hierarchical model of service quality in the airline industry”, Journal of Hospitality and Tourism Management, Vol. 20, 13-22. Yazıcıoğlu, Y., Erdoğan, S. (2011). SPSS uygulamalı bilimsel araştırma yöntemleri, Detay Yayıncılık, Ankara.
Yeo, G. T., Thai, V. V., Roh, S. Y. (2015). “An analysis of port service quality and customer satisfaction: The case of Korean container ports”, The Asian Journal of Shipping and Logistics, Vol. 31, No. 4, 437-447.
Yousapronpaiboon, K. (2014). “SERVQUAL: Measuring higher education service quality in Thailand”, Procedia-Social and Behavioral Sciences, Vol. 116, 1088- 1095.
Yücenur, G. N., Demirel, N. Ç., Ceylan, C., Demirel, T. (2011). “Hizmet değerinin müşterilerin davranışsal niyetleri üzerindeki etkisinin yapısal eşitlik modeli ile ölçülmesi”, Doğuş Üniversitesi Dergisi, Cilt. 12, Sayı. 1, 156-168.
Zalatar, W. F. (2012). “Quantifying customers’ gender effects on service quality perceptions of Philippine commercial banks”, Procedia-Social and Behavioral Sciences, Vol. 57, 268-274.
Zeithaml, V. A., Berry, L. L., Parasuraman, A. (1996). “The behavioral consequences of service quality”, The Journal of Marketing, Vol. 60, No. 2, 31-46.