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Hizmet Kalitesi ile Algılanan Değer Arasındaki İlişkide Kuşağın Moderatör Etkisi: Havayolu Endüstrisinde X ve Y Kuşağı Üzerine Bir Araştırma

Author

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  • Hasan Emin GÜRLER

    (Akdeniz Üniversitesi, Uygulamalı Bilimler Fakültesi, Uluslararası Ticaret ve Lojistik Anabilim dalı, Antalya, Türkiye)

  • Ramazan ERTURGUT

    (Akdeniz Üniversitesi, Uygulamalı Bilimler Fakültesi, Uluslararası Ticaret ve Lojistik Antalya, Türkiye)

Abstract

Bu araştırmanın temel amacı, X ve Y kuşağı özelinde hizmet kalitesi ile algılanan değer arasındaki ilişkide kuşağın moderatör etkisini incelemektir. Bu çalışma ile havayolu firması yöneticileri için hizmet kalitesine ilişkin potansiyel kuşak etkisini anlamanın ve kuşaklara göre etkin pazarlama stratejileri geliştirmenin önemli olduğu düşünülmektedir. Çalışma, nicel yöntem kullanılarak tasarlanmıştır. Araştırma verileri, 2018 yılında Antalya Havalimanı’nda anket tekniği kullanılarak elde edilmiş ve toplam 909 katılımcıya ulaşılmıştır. Çalışmada; güvenilirlik ve geçerlilik analizi, korelasyon analizi ve hiyerarşik regresyon analizi yapılmıştır. Sonuç olarak; fiziksel görünüm ile algılanan değer, güvenilirlik ile algılanan değer, yanıt verebilirlik ile algılanan değer ve güvence ile algılanan değer arasındaki ilişkilerde kuşağın moderatör bir etkiye sahip olduğu tespit edilmiştir.

Suggested Citation

  • Hasan Emin GÜRLER & Ramazan ERTURGUT, 2019. "Hizmet Kalitesi ile Algılanan Değer Arasındaki İlişkide Kuşağın Moderatör Etkisi: Havayolu Endüstrisinde X ve Y Kuşağı Üzerine Bir Araştırma," Istanbul Business Research, Istanbul University Business School, vol. 48(2), pages 335-365, November.
  • Handle: RePEc:ist:ibsibr:v:48:y:2019:i:2:p:335-365
    DOI: 10.26650/ibr.2019.48.0025
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