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Uçuş Deneyiminde Müşterilerarası Etkileşimler: Kritik Olaylar Tekniği İle Bir Durum Analizi

Yıl 2017, Cilt: 28 Sayı: 1, 69 - 80, 01.06.2017
https://doi.org/10.17123/atad.316041

Öz

Turizm sektöründe iş süreçleri ve hizmet sunumları personel, müşteri ve çevre arasındaki yakın ilişki ve etkileşimler ile gerçekleştirilmektedir. İlgili alanyazında personel ve müşteri arasındaki ilişkileri ele alan çok sayıdaki çalışmanın aksine, müşterilerin diğer müşterilerle olan etkileşimini inceleyen araştırmaların sayısı halen sınırlıdır. Bu çalışmada havayolu işletmeleri örneğinde müşterilerin uçuş deneyimlerini olumlu veya olumsuz yönde etkileyen ve diğer müşterilerden kaynaklanan kritik olaylar tespit edilmeye çalışılmıştır. Bu amaçla Antalya şehir turuna katılan 206 yerli turistten açık-uçlu soru formu ile 478 adet kritik olay elde edilmiştir. Bu olaylar önce olumlu ve olumsuz olmak üzere iki kategoriye ayrılmış, daha sonra her iki kategoride yer alan kritik olayların nitelikleri uçuş deneyimindeki ‘biniş’, ‘uçuş’ ve ‘iniş’ şeklindeki üç temel sürece bağlı olarak karşılaştırılmıştır. Elde edilen sonuçlar, olumsuz müşterilerarası etkileşimlerin, olumlu etkileşimlerden daha fazla sayıda olduğunu göstermektedir. Bu nedenle, havayolu işletmelerinin özellikle olumsuz müşterilerarası etkileşimleri tespit etmeleri ve yaşanan sorunları çözüme kavuşturmaları işletme başarıları açısından gereklidir.

Kaynakça

  • Baker, J. ve Cameron, M. (1996). The Effects of the Service Environment on Affect and Consumer Perception of Waiting Time: An Integrative Review and Research Propositions, Journal of the Academy of Marketing Science, 24(4): 338-349.
  • Bitner, M. J. (1992). Servicescapes: The Impact of Physical Surroundings on Customers and Employees, Journal of Marketing, 56: 57-71.
  • Bitner, M. J., Booms, B. H. ve Mohr, L. S. (1994). Critical Service Encounters: The Employee’s Viewpoint, Journal of Marketing, 58: 95-106.
  • Brocato, E. D., Voorhees, C. M. ve Baker, J. (2012). Understanding the Influence of Cues From Other Customers in the Service Experience: A Scale Development and Validation, Journal of Retailing, 88 (3): 384-398.
  • Davies, B., Baron, S. ve Harris, K. (1999). Observable Oral Participation in the Servuction System: Toward a Content and Process Model, Journal of Business Research, 44: 47-53.
  • Flanagan, J. C. (1954). The Critical Incident Technique, Psychological Bulletin, 51 (4): 327-358.
  • Grove, S. J. ve Fisk, R. P. (1997). The Impact of Other Customers on Service Experiences: A Critical Incident Examination of “Getting Along”, Journal of Retailing, 73 (l): 63-85.
  • Huang, W-H. (2008). The Impact of Other-Customer Failure on Service Satisfaction, International Journal of Service Industry Management, 19 (4): 521-536.
  • İlgar, S. C. ve İlgar, M. Z. (2014). Nitel Veri Analizinde Bilgisayar Programları Kullanılması, İstanbul Sabahattin Zaim Üniversitesi (İZÜ) Sosyal Bilimler Dergisi, 5: 31-78.
  • Kim, N. ve Lee, M. (2012). Other Customers in a Service Encounter: Examining the Effect in a Restaurant Setting, Journal of Services Marketing, 26 (1): 27- 40.
  • Langeard, E., Bateson, J., Lovelock, C. ve Eiglier, P. (1981). Marketing of Services: New Insights from Consumers and Managers, Working Paper, Rapor No: 81-104. Cambridge, MA: Marketing Sciences Institute.
  • Lovelock, C. H. ve Wirtz, J. (2004). Service Marketing. (5. Basım), Englewood Cliffs: NJ, Prentice-Hall, USA.
  • Martin, C. L. ve Pranter, C. A. (1991). Compatibility Management: Roles in Service Performers, The Journal of Services Marketing, 5 (2): 43-53.
  • McGrath, M. A. ve Otnes, C. (1995). Unacquainted Influencers: When Strangers Interact in the Retail Setting, Journal of Business Research, 32: 261-272.
  • Miao, L. ve Mattila, A. S. (2013). The Impact of Other Customers on Customer Experiences: A Psychological Distance Perspective, Journal of Hospitality & Tourism Research, 37 (1): 77-99.
  • Miles, M. B. ve Huberman, M. (1994). Qualitative Data Analysis: An Expanded Sourcebook. (2. Basım), Tousand Oaks, CA:Sage Yayınları.
  • Moore, R., Moore, M. L. ve Capella, M. (2005). The Impact of Customer-to-Customer Interactions in a High Personal Contact Service Setting, Journal of Services Marketing, 19 (7): 482-491.
  • Mourali, M. (2003). Customer-to-Customer Interactions and Their Effects on Service Evaluation: A Role Theoretic Perspective, Working Paper.
  • Nicholls, R. (2011). Customer-to-Customer Interaction (CCI): A Cross-Cultural Perspective, International Journal of Contemporary Hospitality Management, 23 (2): 209- 223.
  • Otto, J.E. ve Ritchie, J. R B. (1996). The Service Experience in Tourism, Tourism Management, 17 (3): 165-174.
  • Öztürk, S. A. (2000). Hizmet Kalitesi Ölçümünde Yeni Bir Yaklaşım: Kritik Olaylar Tekniği, Anatolia: Turizm Araştırmaları Dergisi, Prof. Dr. Hasan Olalı Özel Sayısı, 11: 57-68.
  • Palmer, A. (2005). Principles of Services Marketing. (4. Basım), McGraw Hill Education, UK.
  • Pine, B. J. ve Gilmore H. J. (1999). The Experience Economy: Work is Theatre & Every Business a Stage. Boston, MA: Harvard Business School Press.
  • Schmitt, B. H. (2003). Customer Experience Management: A Revolutionary Approach to Connecting with Your Customers. New Jersey, USA: John Wiley & Sons, Inc., Hoboken.
  • Sezer, H. ve Şahin, H. (2015). Sağlık Bilimleri Araştırmalarında Güncel Bir Yaklaşım: Kritik Olaylar Tekniği, Tıp Eğitimi Dünyası, 44: 13-21.
  • Smith, A. K. ve Bolton, R. N. (2002). The Effect of Customers’ Emotional Responses to Service Failures on Their Recovery Effort Evaluations and Satisfaction Judgments, Journal of the Academy of Marketing Science, 30 (1): 5-23.
  • Söderlund, M. (2011). Other Customers in the Retail Environment and Their Impact on the Customer’s Evaluations of the Retailer, Journal of Retail ing and Consumer Services, 18: 174-182.
  • The Usability Body of Knowledge. (2012). http://www.usabilitybok. org/critical-incident-technique, Erişim tarihi: 30 Ağustos 2016.
  • Tombs, A. ve McColl-Kennedy, J. R. (2003). Social-Servicescape Conceptual Model, Marketing Theory, 3 (4): 447-475.
  • Twelker, P. A. (2003). The Critical Incident Technique: A Manual for Its Planning and Implementation, http://www.tiu.edu/psychology/Twelker/critical_incident_ technique.html, Erişim tarihi: 29 Temmuz 2015.
  • Wu, C. H-J. (2007). The Impact of Customer-to-Customer Interaction and Customer Homogeneity on Customer Satisfaction in Tourism Service-The Service Encounter Prospective, Tourism Management, 28: 1518-1528.
  • Wu, C. H. (2008). The Influence of Customer-to-Customer Interactions and Role Typology in Customer Reaction, The Service Industries Journal, 28 (10): 1501-1513.
  • Yan, R-N. ve Lotz, S. (2004). Consumer Complaint Behavior: Do “Other Customers” Make a Difference?, Advances in Consumer Research, 31: 491-492.
  • Yi, Y., Gong, T. ve Lee, H. (2013). The Impact of Other Customers on Customer Citizenship Behavior, Psychology and Marketing, 30 (4): 341-356.
  • Yoo, J., Arnold, T. J. ve Frankwick, G. L. (2012). Effects of Positive Customer-to-Customer Service Interaction, Journal of Business Research, 65: 1313-1320.
  • Zeelenberg, M., Van Dijk, W.W., Manstead, A. S. R. ve Der Pligt, J. (1998). The Experience of Regret and Disappointment, Cognition and Emotion, 12 (2): 221-230.
  • Zhang, J., Beatty, S. E. ve Mothersbaugh, D. (2010). A CIT Investigation of Other Customers’ Influence in Services, Journal of Services Marketing, 24 (5): 389-399.

Customer-to-Customer Interactions on Flight Experience: A Situation Analysis by Critical Incidents Technique

Yıl 2017, Cilt: 28 Sayı: 1, 69 - 80, 01.06.2017
https://doi.org/10.17123/atad.316041

Öz

Work processes and service offerings in tourism sector are performed by close relationships and interactions among the staff, customer and environment. In the related literature, in spite of numerous studies about the staff and customer interactions, number of the research that investigates the interactions of the customers with other customers is still limited. In this study, it was aimed to identify the critical incidents which positively or negatively impact customers’ flight experience and are originated from other customers in the sample of airway companies. With this purpose, 478 critical incidents were obtained by an open-ended style questionnaire from 206 domestic tourists who had participated Antalya city tour. These incidents were firstly categorized as positive and negative; then the characteristics of the incidents in both categories were compared to each other by relying on three main process of flight experience, which are ‘boarding’, ‘flight’ and ‘landing’. The obtained results showed that number of the negative customer interactions was higher than positive interactions. Thus, it is necessary for airway companies to identify negative customer interactions particularly and to solve the occurred problems for their business success.

Kaynakça

  • Baker, J. ve Cameron, M. (1996). The Effects of the Service Environment on Affect and Consumer Perception of Waiting Time: An Integrative Review and Research Propositions, Journal of the Academy of Marketing Science, 24(4): 338-349.
  • Bitner, M. J. (1992). Servicescapes: The Impact of Physical Surroundings on Customers and Employees, Journal of Marketing, 56: 57-71.
  • Bitner, M. J., Booms, B. H. ve Mohr, L. S. (1994). Critical Service Encounters: The Employee’s Viewpoint, Journal of Marketing, 58: 95-106.
  • Brocato, E. D., Voorhees, C. M. ve Baker, J. (2012). Understanding the Influence of Cues From Other Customers in the Service Experience: A Scale Development and Validation, Journal of Retailing, 88 (3): 384-398.
  • Davies, B., Baron, S. ve Harris, K. (1999). Observable Oral Participation in the Servuction System: Toward a Content and Process Model, Journal of Business Research, 44: 47-53.
  • Flanagan, J. C. (1954). The Critical Incident Technique, Psychological Bulletin, 51 (4): 327-358.
  • Grove, S. J. ve Fisk, R. P. (1997). The Impact of Other Customers on Service Experiences: A Critical Incident Examination of “Getting Along”, Journal of Retailing, 73 (l): 63-85.
  • Huang, W-H. (2008). The Impact of Other-Customer Failure on Service Satisfaction, International Journal of Service Industry Management, 19 (4): 521-536.
  • İlgar, S. C. ve İlgar, M. Z. (2014). Nitel Veri Analizinde Bilgisayar Programları Kullanılması, İstanbul Sabahattin Zaim Üniversitesi (İZÜ) Sosyal Bilimler Dergisi, 5: 31-78.
  • Kim, N. ve Lee, M. (2012). Other Customers in a Service Encounter: Examining the Effect in a Restaurant Setting, Journal of Services Marketing, 26 (1): 27- 40.
  • Langeard, E., Bateson, J., Lovelock, C. ve Eiglier, P. (1981). Marketing of Services: New Insights from Consumers and Managers, Working Paper, Rapor No: 81-104. Cambridge, MA: Marketing Sciences Institute.
  • Lovelock, C. H. ve Wirtz, J. (2004). Service Marketing. (5. Basım), Englewood Cliffs: NJ, Prentice-Hall, USA.
  • Martin, C. L. ve Pranter, C. A. (1991). Compatibility Management: Roles in Service Performers, The Journal of Services Marketing, 5 (2): 43-53.
  • McGrath, M. A. ve Otnes, C. (1995). Unacquainted Influencers: When Strangers Interact in the Retail Setting, Journal of Business Research, 32: 261-272.
  • Miao, L. ve Mattila, A. S. (2013). The Impact of Other Customers on Customer Experiences: A Psychological Distance Perspective, Journal of Hospitality & Tourism Research, 37 (1): 77-99.
  • Miles, M. B. ve Huberman, M. (1994). Qualitative Data Analysis: An Expanded Sourcebook. (2. Basım), Tousand Oaks, CA:Sage Yayınları.
  • Moore, R., Moore, M. L. ve Capella, M. (2005). The Impact of Customer-to-Customer Interactions in a High Personal Contact Service Setting, Journal of Services Marketing, 19 (7): 482-491.
  • Mourali, M. (2003). Customer-to-Customer Interactions and Their Effects on Service Evaluation: A Role Theoretic Perspective, Working Paper.
  • Nicholls, R. (2011). Customer-to-Customer Interaction (CCI): A Cross-Cultural Perspective, International Journal of Contemporary Hospitality Management, 23 (2): 209- 223.
  • Otto, J.E. ve Ritchie, J. R B. (1996). The Service Experience in Tourism, Tourism Management, 17 (3): 165-174.
  • Öztürk, S. A. (2000). Hizmet Kalitesi Ölçümünde Yeni Bir Yaklaşım: Kritik Olaylar Tekniği, Anatolia: Turizm Araştırmaları Dergisi, Prof. Dr. Hasan Olalı Özel Sayısı, 11: 57-68.
  • Palmer, A. (2005). Principles of Services Marketing. (4. Basım), McGraw Hill Education, UK.
  • Pine, B. J. ve Gilmore H. J. (1999). The Experience Economy: Work is Theatre & Every Business a Stage. Boston, MA: Harvard Business School Press.
  • Schmitt, B. H. (2003). Customer Experience Management: A Revolutionary Approach to Connecting with Your Customers. New Jersey, USA: John Wiley & Sons, Inc., Hoboken.
  • Sezer, H. ve Şahin, H. (2015). Sağlık Bilimleri Araştırmalarında Güncel Bir Yaklaşım: Kritik Olaylar Tekniği, Tıp Eğitimi Dünyası, 44: 13-21.
  • Smith, A. K. ve Bolton, R. N. (2002). The Effect of Customers’ Emotional Responses to Service Failures on Their Recovery Effort Evaluations and Satisfaction Judgments, Journal of the Academy of Marketing Science, 30 (1): 5-23.
  • Söderlund, M. (2011). Other Customers in the Retail Environment and Their Impact on the Customer’s Evaluations of the Retailer, Journal of Retail ing and Consumer Services, 18: 174-182.
  • The Usability Body of Knowledge. (2012). http://www.usabilitybok. org/critical-incident-technique, Erişim tarihi: 30 Ağustos 2016.
  • Tombs, A. ve McColl-Kennedy, J. R. (2003). Social-Servicescape Conceptual Model, Marketing Theory, 3 (4): 447-475.
  • Twelker, P. A. (2003). The Critical Incident Technique: A Manual for Its Planning and Implementation, http://www.tiu.edu/psychology/Twelker/critical_incident_ technique.html, Erişim tarihi: 29 Temmuz 2015.
  • Wu, C. H-J. (2007). The Impact of Customer-to-Customer Interaction and Customer Homogeneity on Customer Satisfaction in Tourism Service-The Service Encounter Prospective, Tourism Management, 28: 1518-1528.
  • Wu, C. H. (2008). The Influence of Customer-to-Customer Interactions and Role Typology in Customer Reaction, The Service Industries Journal, 28 (10): 1501-1513.
  • Yan, R-N. ve Lotz, S. (2004). Consumer Complaint Behavior: Do “Other Customers” Make a Difference?, Advances in Consumer Research, 31: 491-492.
  • Yi, Y., Gong, T. ve Lee, H. (2013). The Impact of Other Customers on Customer Citizenship Behavior, Psychology and Marketing, 30 (4): 341-356.
  • Yoo, J., Arnold, T. J. ve Frankwick, G. L. (2012). Effects of Positive Customer-to-Customer Service Interaction, Journal of Business Research, 65: 1313-1320.
  • Zeelenberg, M., Van Dijk, W.W., Manstead, A. S. R. ve Der Pligt, J. (1998). The Experience of Regret and Disappointment, Cognition and Emotion, 12 (2): 221-230.
  • Zhang, J., Beatty, S. E. ve Mothersbaugh, D. (2010). A CIT Investigation of Other Customers’ Influence in Services, Journal of Services Marketing, 24 (5): 389-399.
Toplam 37 adet kaynakça vardır.

Ayrıntılar

Bölüm Hakem Denetimli Makaleler
Yazarlar

Meltem Caber

Yayımlanma Tarihi 1 Haziran 2017
Yayımlandığı Sayı Yıl 2017 Cilt: 28 Sayı: 1

Kaynak Göster

APA Caber, M. (2017). Uçuş Deneyiminde Müşterilerarası Etkileşimler: Kritik Olaylar Tekniği İle Bir Durum Analizi. Anatolia: Turizm Araştırmaları Dergisi, 28(1), 69-80. https://doi.org/10.17123/atad.316041
AMA Caber M. Uçuş Deneyiminde Müşterilerarası Etkileşimler: Kritik Olaylar Tekniği İle Bir Durum Analizi. Anatolia: Turizm Araştırmaları Dergisi. Haziran 2017;28(1):69-80. doi:10.17123/atad.316041
Chicago Caber, Meltem. “Uçuş Deneyiminde Müşterilerarası Etkileşimler: Kritik Olaylar Tekniği İle Bir Durum Analizi”. Anatolia: Turizm Araştırmaları Dergisi 28, sy. 1 (Haziran 2017): 69-80. https://doi.org/10.17123/atad.316041.
EndNote Caber M (01 Haziran 2017) Uçuş Deneyiminde Müşterilerarası Etkileşimler: Kritik Olaylar Tekniği İle Bir Durum Analizi. Anatolia: Turizm Araştırmaları Dergisi 28 1 69–80.
IEEE M. Caber, “Uçuş Deneyiminde Müşterilerarası Etkileşimler: Kritik Olaylar Tekniği İle Bir Durum Analizi”, Anatolia: Turizm Araştırmaları Dergisi, c. 28, sy. 1, ss. 69–80, 2017, doi: 10.17123/atad.316041.
ISNAD Caber, Meltem. “Uçuş Deneyiminde Müşterilerarası Etkileşimler: Kritik Olaylar Tekniği İle Bir Durum Analizi”. Anatolia: Turizm Araştırmaları Dergisi 28/1 (Haziran 2017), 69-80. https://doi.org/10.17123/atad.316041.
JAMA Caber M. Uçuş Deneyiminde Müşterilerarası Etkileşimler: Kritik Olaylar Tekniği İle Bir Durum Analizi. Anatolia: Turizm Araştırmaları Dergisi. 2017;28:69–80.
MLA Caber, Meltem. “Uçuş Deneyiminde Müşterilerarası Etkileşimler: Kritik Olaylar Tekniği İle Bir Durum Analizi”. Anatolia: Turizm Araştırmaları Dergisi, c. 28, sy. 1, 2017, ss. 69-80, doi:10.17123/atad.316041.
Vancouver Caber M. Uçuş Deneyiminde Müşterilerarası Etkileşimler: Kritik Olaylar Tekniği İle Bir Durum Analizi. Anatolia: Turizm Araştırmaları Dergisi. 2017;28(1):69-80.