Covid 19 pandemisi sonrasında kabin ekibinin özellikleri ve davranışları ile yolcuların marka sadakati arasındaki ilişki
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Tarih
2024
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
Maltepe Üniversitesi, Lisansüstü Eğitim Enstitüsü
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
Bu araştırmanın amacı Covid 19 pandemisi sonrasında havayolu yolcularının kendilerine hizmet veren kabin ekibinin özellikleri ve davranışlarını hizmet kalitesi açısından nasıl algıladığı ve bu algılarının marka sadakatlerini hangi düzeyde etkilediğinin belirlenmesidir. Araştırmanın modeli ilişkisel araştırımadır. Araştırmanın evrenini Türkiye’de havayolu ulaşımını kullanan 18-64 yaş arası havayolu yolcuları oluşturmaktadır. Araştırmanın örneklemi ise orantılı tabakalı örnekleme yöntemi ile ulaşılan 395 yolcudur. Araştırmada kullanılacak verilen toplanması için Demografik Bilgi Formu, Kabin Personeli Hizmet Kalitesi Ölçeği ve Marka Sadakati Ölçeği kullanılmıştır. Araştırma verileri Programı SPSS paket programı ile analiz edilmiş ve ölçeklerin geçerlilik ve güvenirlik analizleri, normallik testleri, betimsel analiz, bağımsız örneklem t testi, tek yönlü varyans analiz, Pearson korelasyon analizi ve basit doğrusal regresyon analizi kullanılmıştır. Araştırma sonuçlarına göre yolcuların kabin personeli hizmet kalitesine yönelik algılarının yüksek düzeyde olduğu, tutumsal marka sadakati, davranışsal marka sadakati ve toplam marka sadakati düzeyleri orta düzey olarak belirlenmiştir. Araştırmada 18-30 yaş arası yolcuların kabin personeli hizmet kalitesine ilişkin algılarının 51-65 yaş arası yolcularınkinden daha olumlu olduğu kadın yolcuların kabin personeli hizmet kalitesine ilişkin algılarının erkek yolcuların algılarından daha olumsuz olduğu belirlenmiştir. Ayda bir defa uçuş sıklığı olan yolcuların kabin personeli hizmet kalitesine ilişkin algıları ayda 1-10 defa uçuş sıklığı olan yolcuların algılarından daha olumsuz olarak belirlenmiştir. Yolcuların medeni durum, öğenim durumu, gelir durumu, uçuş amacı ve uçuş süresi değişkenlerine göre kabin personeli hizmet kalitesine yönelik algılarının farklılaşmadığı belirlenmiştir. Marka sadakatine yönelik analizlerde ise ortaöğretim mezunu olan yolcuların tutumsal marka sadakati ve toplam marka sadakati düzeyinin lisans mezunu ve lisansüstü mezunu olan yolcuların marka sadakati düzeyinden düşük olduğu belirlenmiştir. Ayda 1-10 defa uçuş sıklığı olan yolcuların tutumsal, davranışsal ve toplam marka sadakati düzeyi yılda 1 defa ve yılda 1-10 defa uçuş sıklığı olan yolcuların marka sadakati düzeyinden yüksektir. Araştırmada 9 saat ve üzeri uçuş süresi olan yolcuların marka sadakati düzeylerinin 1-2 saat arası uçuş süresi olan yolcuların marka sadakati düzeyinden yüksek olarak belirlenmiştir. Yolcuların yaş, cinsiyeti, medeni durum, gelir değişkeni, uçuş amacı göre marka sadakatlerinin farklılaşmadığı belirlenmiştir. yolcuların kabin personeli hizmet kalitesine yönelik algıları ile tutumsal, davranışsal ve toplam marka sadakati arasında aynı yönlü orta düzeyde bir ilişki olduğu, yolcuların kabin personeli hizmet kalitesine yönelik algılarının tutumsal marka sadakatini %7,2’sini, davranışsal marka sadakatini %9,6’sını ve toplam marka sadakatini %10,1’ini açıkladığı belirlenmiştir.
The aim of this research is to determine how airline passengers perceive the characteristics and behaviors of the cabin crew serving them in terms of service quality after the Covid 19 pandemic and to what extent these perceptions affect their brand loyalty. The research was conducted according to the correlational survey model. The population of the research consists of airline passengers between the ages of 18-64 who use air transportation in Turkey. The sample of the research is 395 passengers reached by proportional stratified sampling method. Demographic Information Form, Cabin Personnel Service Quality Scale and Brand Loyalty Scale were used to collect the data to be used in the research. Research data were analyzed with the SPSS package program and validity and reliability analyzes of the scales, normality tests, descriptive analysis, independent sample t test, one-way analysis of variance, Pearson correlation analysis and simple linear regression analysis were used. According to the results of the research, passengers' perceptions of cabin staff service quality were determined to be high, and their attitudinal brand loyalty, behavioral brand loyalty and total brand loyalty levels were determined to be medium level. In the research, it was determined that the perceptions of passengers between the ages of 18-30 regarding the cabin staff service quality were more positive than those of the passengers between the ages of 51-65, and that the perceptions of female passengers regarding the cabin staff service quality were more negative than the perceptions of male passengers. The perceptions of passengers who fly once a month regarding cabin staff service quality were determined to be more negative than the perceptions of passengers who fly 1-10 times a month. It was determined that passengers' perceptions of cabin staff service quality did not differ according to variables such as marital status, educational status, income level, flight purpose and flight duration. In the analyzes regarding brand loyalty, it was determined that the attitudinal brand loyalty and total brand loyalty levels of passengers with secondary education degrees were lower than the brand loyalty levels of passengers with undergraduate and graduate degrees. The attitudinal, behavioral and total brand loyalty levels of passengers who fly 1-10 times a month are higher than the brand loyalty levels of passengers who fly 1-10 times a year. In the research, the brand loyalty level of passengers with a flight duration of 9 hours or more was determined to be higher than the brand loyalty level of passengers with a flight duration of 1-2 hours. It has been determined that brand loyalty of passengers does not differ according to age, gender, marital status, income variable and flight purpose. There is a moderate, same-directional relationship between passengers' perceptions of cabin crew service quality and attitudinal, behavioral and total brand loyalty, passengers' perceptions of cabin crew service quality affect attitudinal brand loyalty by 7.2%, behavioral brand loyalty by 9.6% and It was determined that it explains 10.1% of total brand loyalty.
The aim of this research is to determine how airline passengers perceive the characteristics and behaviors of the cabin crew serving them in terms of service quality after the Covid 19 pandemic and to what extent these perceptions affect their brand loyalty. The research was conducted according to the correlational survey model. The population of the research consists of airline passengers between the ages of 18-64 who use air transportation in Turkey. The sample of the research is 395 passengers reached by proportional stratified sampling method. Demographic Information Form, Cabin Personnel Service Quality Scale and Brand Loyalty Scale were used to collect the data to be used in the research. Research data were analyzed with the SPSS package program and validity and reliability analyzes of the scales, normality tests, descriptive analysis, independent sample t test, one-way analysis of variance, Pearson correlation analysis and simple linear regression analysis were used. According to the results of the research, passengers' perceptions of cabin staff service quality were determined to be high, and their attitudinal brand loyalty, behavioral brand loyalty and total brand loyalty levels were determined to be medium level. In the research, it was determined that the perceptions of passengers between the ages of 18-30 regarding the cabin staff service quality were more positive than those of the passengers between the ages of 51-65, and that the perceptions of female passengers regarding the cabin staff service quality were more negative than the perceptions of male passengers. The perceptions of passengers who fly once a month regarding cabin staff service quality were determined to be more negative than the perceptions of passengers who fly 1-10 times a month. It was determined that passengers' perceptions of cabin staff service quality did not differ according to variables such as marital status, educational status, income level, flight purpose and flight duration. In the analyzes regarding brand loyalty, it was determined that the attitudinal brand loyalty and total brand loyalty levels of passengers with secondary education degrees were lower than the brand loyalty levels of passengers with undergraduate and graduate degrees. The attitudinal, behavioral and total brand loyalty levels of passengers who fly 1-10 times a month are higher than the brand loyalty levels of passengers who fly 1-10 times a year. In the research, the brand loyalty level of passengers with a flight duration of 9 hours or more was determined to be higher than the brand loyalty level of passengers with a flight duration of 1-2 hours. It has been determined that brand loyalty of passengers does not differ according to age, gender, marital status, income variable and flight purpose. There is a moderate, same-directional relationship between passengers' perceptions of cabin crew service quality and attitudinal, behavioral and total brand loyalty, passengers' perceptions of cabin crew service quality affect attitudinal brand loyalty by 7.2%, behavioral brand loyalty by 9.6% and It was determined that it explains 10.1% of total brand loyalty.
Açıklama
Anahtar Kelimeler
Covid 19 pandemisi, Havayolu sektörü, Kabin ekibi, Marka sadakati, Covid 19 pandemic, Airline industry, Cabin crew, Brand loyaty
Kaynak
WoS Q Değeri
Scopus Q Değeri
Cilt
Sayı
Künye
Dayanıklı, Ö. (2024). Covid 19 pandemisi sonrasında kabin ekibinin özellikleri ve davranışları ile yolcuların marka sadakati arasındaki ilişki / The relationship between cabin crew features and behavior and passengers' brand loyalty after the Covid-19 pandemic. (Yayımlanmamış Yüksek Lisans Tezi). Maltepe Üniversitesi, Lisansüstü Eğitim Enstitüsü, İstanbul.
