ALGILANAN DEĞERİN SADAKAT ÜZERİNDEKİ ETKİSİNDE MEMNUNİYET VE MARKA DEĞERİNİN İKİLİ ARACILIK ETKİSİ: TÜRK HAVA YOLLARI ÖRNEĞİ: DUAL MEDIATING EFFECT OF SATISFACTION AND BRAND VALUE ON THE EFFECT OF PERCEIVED VALUE ON LOYALTY: THE CASE OF TURKISH AIRLINES

Serdar OKAN

doi:10.5281/zenodo.14971521

Authors

Serdar OKAN Gümüşhane Üniversitesi https://orcid.org/0000-0003-3512-1139

DOI:

https://doi.org/10.5281/zenodo.14971521

Keywords:

Satisfaction, Loyalty, Brand Value, Perceived Value, Dual Mediating Effect

Abstract

This study aims to understand how passengers perceive the service provided by Turkish Airlines, the flag carrier of Turkey, and its relationship with loyalty; and also to investigate the mediating effect of satisfaction and brand value on this perception. For this reason, a model was created by obtaining face-to-face and online surveys from 569 people who have flown with Turkish Airlines at least once. The created model and the obtained data were subjected to analysis. Data analyses were performed in IBM SPSS and Smart PLS4 programs. The findings obtained as a result of the analyses are that there is a positive and significant relationship between perceived value and loyalty, satisfaction and brand value, and brand value and loyalty. In addition, when the mediating effect is examined; it was concluded that satisfaction has a mediating effect on the effect of perceived value on brand value, and satisfaction has a mediating effect on the effect of perceived value on loyalty. It was understood that brand value does not have a mediating effect on the effect of perceived value on loyalty, brand value does not have a mediating effect on the effect of satisfaction on loyalty, and satisfaction and brand value do not have a mediating effect on the effect of perceived value on loyalty. The suggestion to be made with this result is; Turkish Airlines is focusing on customer satisfaction by increasing its customer relations management activities.

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DUAL MEDIATING EFFECT OF SATISFACTION AND BRAND VALUE ON THE EFFECT OF PERCEIVED VALUE ON LOYALTY: THE CASE OF TURKISH AIRLINES