Algılanan Değer, Kurumsal İmaj ve Hizmet Kalitesi: Havayolu Sektöründe Ampirik Bir Çalışma
DOI:
https://doi.org/10.63556/tisej.2026.1895Anahtar Kelimeler:
Algılanan Değer- Hizmet Kalitesi- Kurumsal İmaj- Türk Hava Yolları- Yapısal eşitlikÖzet
Bu çalışmanın amacı, Türk Hava Yolları’nın hizmet kalitesinin nasıl algılandığını ve bu algı üzerinde kurumsal imajın aracılık etkisini incelemektir. Bu doğrultuda, çevrimiçi ve yüz yüze anketler aracılığıyla 593 veri seti toplanmıştır. Elde edilen veriler Açımlayıcı Faktör Analizi (AFA) ile incelenmiş; ardından SmartPLS yazılımı ile Ölçüm Modeli Analizi (Measurement Model) ve Yapısal Eşitlik Modellemesi (PLS-SEM) yapılarak hipotezler test edilmiştir. Analizlerin ardından, mevcut literatürden türetilen hipotezler, güvenilir ve geçerli olduğu kabul edilen model tabanlı bir bootstrap yöntemi kullanılarak değerlendirilmiştir. Bulgular, Türk Hava Yolları’nın uçuş hizmetine ilişkin algılanan değerin, algılanan hizmet kalitesini doğrudan etkilemediğini; bunun yerine algılanan değerin kurumsal imajı etkilediğini ve kurumsal imajın da algılanan hizmet kalitesini etkilediğini göstermektedir. Ayrıca aracılık değişkenleri arasındaki ilişki incelendiğinde, kurumsal imajın, algılanan değerin algılanan hizmet kalitesi üzerindeki etkisini tam olarak aracılık ettiği belirlenmiştir. Bulgular, algılanan değerin hizmet kalitesi algısına doğrudan yansımadığını; bu süreçte kurumsal imajın kritik bir öncül olduğunu göstermektedir. Bu durum, sunulan hizmetin yolcu beklentileriyle tam olarak örtüşmediği şeklinde yorumlanabilir ve bilet fiyatlarının yüksekliği ya da sunulan hizmetin yetersizliği ile de ilişkilendirilebilir. Bu nedenle, Türk Hava Yolları’nın kabin ekibinin hizmet sunumunu kapsamlı bir şekilde yeniden değerlendirmesi ve gizli müşteri (mystery shopping) denetimleri yoluyla altta yatan nedenleri belirlemesi büyük önem taşımaktadır.
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