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DART Modeli Bağlamında Ortak Değer Yaratımı ve Yolcu Sadakati: Algılanan Hizmet Yeniliğinin Aracı Rolü

Year 2021, Volume: 5 Issue: 2, 219 - 229, 20.12.2021
https://doi.org/10.30518/jav.1001127

Abstract

Bu çalışma değerin ortak yaratımı sürecini Diyalog, Erişilebilirlik, Risk Değerlemesi ve Şeffaflık temelindeki DART modeli kapsamında ele alarak ortak değer yaratma ve yolcu sadakati arasındaki ilişkinin algılanan hizmet yeniliği üzerindeki etkisini ortaya koymayı amaçlamaktadır. Bu amaç doğrultusunda, veriler, havayolu ile seyahat eden yolculardan çevrimiçi ve kolayda örnekleme yöntemi aracılığı ile toplanmıştır. Havayolu işletmeleri ile yolcular arasındaki ilişkiyi temel alan çalışmada elde edilen veriler SmartPLS 3.0 paket programı aracılığı ile Kısmi En Küçük Kareler-Yapısal Eşitlik Modeli (PLS-SEM) aracılığı ile test edilmiştir. Çalışmanın sonuçları, ortak değer yaratmanın algılanan hizmet yeniliği ve yolcu sadakati üzerine etkisi olduğunu göstermektedir. Bununla birlikte sonuçlar, ortak değer yaratma ve sadakat arasındaki ilişkide algılanan hizmet yeniliğinin aracılık etkisini de ortaya koymaktadır. Çalışma, DART modeli kullanılarak yolcu bakış açısıyla ortak değer yaratımının anlaşılmasına katkıda bulunmaktadır. Çalışma aynı zamanda değer yaratma sürecinin etkin ve verimli bir şekilde yönetilmesine yönelik teorik ve yönetsel katkılar da sunmaktadır.

References

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  • C. Homburg, and A. Fürst, “How organizational complaint handling drives customer loyalty: an analysis of the mechanistic and the organic approach”. Journal of Marketing, 69(3), 95-114, 2005. R. R. Ahmed, J. Vveinhardt, U. A. Warraich, and A. Baloch, “Customer satisfaction & loyalty and organizational complaint handling: economic aspects of business operation of airline industry,” Inžinerinė ekonomika= Engineering economics, Kaunas: KTU, 31 (1), 2020
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  • R., Arıca, and A. Çorbacı, “The Mediating Role of the Tourists’ Citizenship Behavior Between the Value Co-Creation and Satisfaction,” Advances in Hospitality and Tourism Research (AHTR), 8(1), 125-150, 2020.
  • S.L. Vargo, and R.F. Lusch, “Service-dominant logic: continuing the evolution,” Journal of the Academy of Marketing Science, 36(1), 1-10, 2007.
  • K. W. Chan, C. K. Yim, and S. S. Lam, “Is customer participation in value creation a double-edged sword? Evidence from professional financial services across cultures,” Journal of marketing, 74(3), 48-64, 2010.
  • A.F. Payne, K. Storbacka, and P. Frow, “Managing the co-creation of value,” J. of the Acad. Mark. Sci., 36, 83–96, 2008.
  • R. Arica, “Seyahat acentalarında turistik ürünlerin kişişelleştirilmesinin bir yolu olarak müşterilerle üretim,” Türk Turizm Araştırmaları Dergisi, 3(3), 499-516, 2019.
  • H. Woratschek, C. Horbel, and B. Popp, “Determining customer satisfaction and loyalty from a value co-creation perspective,” The Service Industries Journal, 40(11-12), 777-799, 2020.
  • X. Zhang, C. Ye, R. Chen, and Z. Wang, “Multi-focused strategy in value co-creation with customers: Examining cumulative development pattern with new capabilities,” International Journal of Production Economics, 132(1), 122-130, 2011.
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  • B. Lowe, and F. Alpert, “Forecasting consumer perception of innovativeness,” Technovation, 45, 1-14, 2015.
  • F. Hamidi, and N. Shams Gharneh, “Impact of co-creation on innovation capability and firm performance: a structural equation modeling,” AD-Minister, (30), 73–90, 2017.
  • J. Janteng, C. L. Tan, and Y. Fernando, “The Impact of Value Co-creation on Service Supply Chain Performance: A Proposed Conceptual Framework,” Global Business & Management Research, 9(4), 239-249, 2017.
  • D. Ballantyne, “Dialogue and its role in the development of relationship specific knowledge,” J. Bus. Ind., Mark., 19, 114–23, 2004.
  • V. Ramaswamy, “Experience co-creation: The new frontier of IT,” Leading Edge Forum Journal, 6, 41-53, 2005.
  • S. Markovic, O. Iglesias, J. J. Singh, and V. Sierra, “How does the perceived ethicality of corporate services brands influence loyalty and positive word-of-mouth? Analyzing the roles of empathy, affective commitment, and perceived quality,” Journal of Business Ethics, 148(4), 721-740, 2018.
  • O. Iglesias, S. Markovic, M. Bagherzadeh, and J. J. Singh, “Co-creation: A key link between corporate social responsibility, customer trust, and customer loyalty,” Journal of Business Ethics, 163(1), 151-166, 2020.
  • F. J. Cossío-Silva, M. Á. Revilla-Camacho, M. Vega-Vázquez, and B. Palacios-Florencio, “Value co-creation and customer loyalty,” Journal of Business Research, 69(5), 1621-1625, 2016.
  • J. Kandampully, and D. Suhartanto, “Customer loyalty in the hotel industry: the role of customer satisfaction and image,” Management, 346, 351, 2000.
  • D. Ballantyne, and R. J. Varey, “Creating value-in-use through marketing interaction: the exchange logic of relating, communicating and knowing,” Marketing theory, 6(3), 335-348, 2006.
  • S. M. Baqer, “The value of customer co-production in developing new products”. PhD Thesis, The Unıversity of Texas At Arlington, 2007.
  • O.C. Ojiaku, B.C. Nwatu, and V.N. Aghara, “Using the DART Model of Value Co-Creation to Predict Customer Loyalty in Pension Fund Administration in Nigeria,” Asian Journal of Economics and Business, 1(2), 121-137, 2020.
  • M. Toivonen, and T. Tuominen, “Emergence of innovations in services: theoretical discussion and two case studies,” In Innovation Pressure-Rethinking Competitiveness, Policy and the Society in a Globalised Economy, Tampere, Finland, 15-17 March, 2006.
  • S. G. Nimako, and A. F. Mensah, “Examining the relationships among antecedents of guests’ behavioural intentions in Ghana’s hospitality industry: A structural equation modelling approach,” Asian Journal of Business Management, 5(2), 252-266, 2013.
  • S. Kiumarsi, K. Jayaraman, and S. M. Isa, “The Determinants of Perceived Service Quality On Customer Loyalty In Post Office: Mediating Role of Service Innovation,” Norhasni Haron, Sofri Yahya, Md Harashid Haron 18. Sustainable Financial Supply Chain in Global Manufacturing Companies Suzari Abdul Rahim, K. Jayaraman 30. Organizational Culture, Transformational Leadership, 77, 2014.
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  • J. P. De Jong, A. Bruins, W. Dolfsma, and J. Meijaard, Innovation in service firms explored: what, how and why, EIM Zoetermeer, 2003.
  • H. H. Chang, and S. W. Chen, “Consumer perception of interface quality, security, and loyalty in electronic commerce,” Information & management, 46(7), 411-417, 2009.
  • K. YuSheng, and M. Ibrahim, “Service innovation, service delivery and customer satisfaction and loyalty in the banking sector of Ghana,” The International Journal of Bank Marketing, 37(5), 1215-1233, 2019.
  • K.C. Desouza, Y. Awazu, S. Jha, C. Dombrowski, S. Papagari, P. Baloh, and J.Y. Kim, “Customer-driven innovation- to be a marketplace leader, let your customers drive,” Research Technology Management, 51(3), 35-44, 2008.
  • E. Thiruvattal, “Impact of value co-creation on logistics customers’ loyalty,” Journal of Global Operations and Strategic Sourcing, 10(3), 334-361, 2017.
  • H. T. Tsou, and C. C. Cheng, “How to enhance IT B2B service innovation? An integrated view of organizational mechanisms,” Journal of Business & Industrial Marketing, 33(7), 984-1000, 2018.
  • D. M. Woisetschläger, P. Lentz, and H. Evanschitzky, “How habits, social ties, and economic switching barriers affect customer loyalty in contractual service settings,” Journal of Business Research, 64(8), 800-808, 2011.
  • R. Srinivasan, G. L. Lilien, and A. Rangaswamy, “Technological opportunism and radical technology adoption: An application to e-business,” Journal of marketing, 66(3), 47-60, 2002.
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  • J. F. Hair Jr, M. Sarstedt, C. M. Ringle, and S. P. Gudergan, Advanced issues in partial least squares structural equation modeling. Sage Publications, 2017.
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  • C. M. Voorhees, M. K. Brady, R. Calantone, and E. Ramirez, “Discriminant validity testing in marketing: an analysis, causes for concern, and proposed remedies,” Journal of the academy of marketing science, 44(1), 119-134, 2016.
  • J. Henseler, C. M. Ringle, and M. Sarstedt, “A new criterion for assessing discriminant validity in variance-based structural equation modeling,” Journal of the academy of marketing science, 43(1), 115-135, 2015.
  • X. Zhao, J. G. Lynch Jr, and Q. Chen, “Reconsidering Baron and Kenny: Myths and truths about mediation analysis,” Journal of consumer research, 37(2), 197-206, 2010.
  • J. S. Chen, D. Kerr, C. Y. Chou, and C. Ang, “Business co-creation for service innovation in the hospitality and tourism industry,” International Journal of Contemporary Hospitality Management, 29(6), 1522-1540, 2017.
  • O. S. Sesliokuyucu, and İ. Polat, “Dialogue and transparency in value co-creation: An empirical analysis of airline passengers,” Journal of Aviation Research, 2(2), 168-181, 2020.
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Value Co-Creation and Passenger Loyalty in the Context of the DART Model: The Mediating Role of Perceived Service Newness

Year 2021, Volume: 5 Issue: 2, 219 - 229, 20.12.2021
https://doi.org/10.30518/jav.1001127

Abstract

The purpose of the study is to reveal the effect of value co-creation within the scope of the DART model, which consists of Dialogue, Access, Risk Assessment, and Transparency on perceived service newness and loyalty. In addition, it is aimed to determine the mediating role of perceived service newness between value co-creation and passenger loyalty. For this purpose, the data collected by the online and convenience sampling method from the passengers who travel airlines. The data is subjected to reliability analysis and confirmatory factor analysis in order to discover the variables that make up the dimensions in the study model. The relationship in the study model is evaluated by using partial least squares structural equation modeling (PLS-SEM) via the SmartPLS 3.0 package program. The findings show that value co-creation has an impact on the perceived service newness and loyalty. This study found also mediating effect of perceived service newness in the relation between value co-creation and loyalty. The study contributed the understanding of value co-creation from the passenger perspective to the value co-creation literature by using the DART model. The study also provides theoretical and managerial contributions to manage the value co-creation process effectively and efficiently.

References

  • T. J. Kloppenborg, and K. N. Gourdin, “Up in the Air about Quality,” Quality Progress, 25(2), 31-35, 1992.
  • C. Homburg, and A. Fürst, “How organizational complaint handling drives customer loyalty: an analysis of the mechanistic and the organic approach”. Journal of Marketing, 69(3), 95-114, 2005. R. R. Ahmed, J. Vveinhardt, U. A. Warraich, and A. Baloch, “Customer satisfaction & loyalty and organizational complaint handling: economic aspects of business operation of airline industry,” Inžinerinė ekonomika= Engineering economics, Kaunas: KTU, 31 (1), 2020
  • J. Kandampully, “Innovation as the core competency of a service organisation: The role of technology, knowledge and networks,” European Journal of Innovation Management, 5(1), 18-26, 2002.
  • R., Arıca, and A. Çorbacı, “The Mediating Role of the Tourists’ Citizenship Behavior Between the Value Co-Creation and Satisfaction,” Advances in Hospitality and Tourism Research (AHTR), 8(1), 125-150, 2020.
  • S.L. Vargo, and R.F. Lusch, “Service-dominant logic: continuing the evolution,” Journal of the Academy of Marketing Science, 36(1), 1-10, 2007.
  • K. W. Chan, C. K. Yim, and S. S. Lam, “Is customer participation in value creation a double-edged sword? Evidence from professional financial services across cultures,” Journal of marketing, 74(3), 48-64, 2010.
  • A.F. Payne, K. Storbacka, and P. Frow, “Managing the co-creation of value,” J. of the Acad. Mark. Sci., 36, 83–96, 2008.
  • R. Arica, “Seyahat acentalarında turistik ürünlerin kişişelleştirilmesinin bir yolu olarak müşterilerle üretim,” Türk Turizm Araştırmaları Dergisi, 3(3), 499-516, 2019.
  • H. Woratschek, C. Horbel, and B. Popp, “Determining customer satisfaction and loyalty from a value co-creation perspective,” The Service Industries Journal, 40(11-12), 777-799, 2020.
  • X. Zhang, C. Ye, R. Chen, and Z. Wang, “Multi-focused strategy in value co-creation with customers: Examining cumulative development pattern with new capabilities,” International Journal of Production Economics, 132(1), 122-130, 2011.
  • C. K. Prahalad, and V. Ramaswamy, “Co‐creating unique value with customers,” Strategy & Leadership, 32(3), 4-9, 2004.
  • G. Pedeliento, D. Andreini, and C. Veloutsou, “Brand community integration, participation and commitment: A comparison between consumer-run and company-managed communities,” Journal of Business Research, 119, 481-494, 2020.
  • H. Saarijärvi, P.K. Kannan, and H. Kuusela, “Value co-creation: theoretical approaches and practical implications,” European Business Review, 25 (1), 6-19, 2013.
  • P. Jayashankar, W. Johnston, S. Nilakanta, and R. Burres, “Co-creation of value-in-use through big data technology- a B2B agricultural perspective,” Journal of Business & Industrial Marketing, 35(3), 508-523, 2019. S.L. Vargo, and R.F. Lusch, “Evolving to a new dominant logic for marketing,” Journal of Marketing, 68, 1–17, 2004.
  • P. Echeverri, and P. Skålén, “Co-creation and co-destruction: A practice-theory based study of interactive value formation,” Marketing Theory, 11(3), 351–373, 2011.
  • M. B. Holbrook, “Consumption experience, customer value, and subjective personal introspection: An illustrative photographic essay,” Journal of business research, 59(6), 714-725, 2006.
  • Y. Buana, T. N. Mursitama, S. B. Abdinagoro, and Y. D. Pradipto, Conceptualization value co-creation towards sustainability in national electricity. In IOP Conference Series: Earth and Environmental Science, IOP Publishing, 729 (1), 012-04, 2021.
  • P. A. Albinsson, B. Y. Perera, and P. T. Sautter, “DART scale development: Diagnosing a firms readiness for strategic value co-creation,” J. Mark. Theory Pract., 24, 42–58, 2016.
  • S. Tanev, T. Bailetti, S. Allen, H. Milyakov, P. Durchev, and P. Ruskov, “How do value co-creation activities relate to the perception of firms' innovativeness?,” Journal of Innovation Economics Management, (1), 131-159, 2011.
  • D. Romero, and A. Molina, “Collaborative networked organisations and customer communities: value cocreation and co-innovation in the networking era,” Prod. Plan. Control, 22, 447–72, 2011.
  • R. Nagarethenam, A. Shamim, and Z. Ghazali, “The DART Perspective on Value Co-Creation between Frontline Employees and Internal Service Providers,” In SHS Web of Conferences, 56, 01005. EDP Sciences, 2018.
  • S.K. Taghizadeh, K. Jayaraman, I. Ismail, and S.A. Rahman, “Scale development and validation for DART model of value co-creation process on innovation strategy,” Journal of Business & Industrial Marketing, 31 (1), 24-35, 2016.
  • A. Baregheh, J. Rowley, and S. Sambrook, “Towards a multidisciplinary definition of innovation,” Management Decision, 47, 1323-1339, 2009.
  • W. Kunz, B. Schmitt, and A. Meyer, “How does perceived firm innovativeness affect the consumer?,” Journal of Business Research, 64, 816-822, 2011.
  • E. M. Rogers, Diffusion of innovations, Simon and Schuster, 2010.
  • B. Lowe, and F. Alpert, “Forecasting consumer perception of innovativeness,” Technovation, 45, 1-14, 2015.
  • F. Hamidi, and N. Shams Gharneh, “Impact of co-creation on innovation capability and firm performance: a structural equation modeling,” AD-Minister, (30), 73–90, 2017.
  • J. Janteng, C. L. Tan, and Y. Fernando, “The Impact of Value Co-creation on Service Supply Chain Performance: A Proposed Conceptual Framework,” Global Business & Management Research, 9(4), 239-249, 2017.
  • D. Ballantyne, “Dialogue and its role in the development of relationship specific knowledge,” J. Bus. Ind., Mark., 19, 114–23, 2004.
  • V. Ramaswamy, “Experience co-creation: The new frontier of IT,” Leading Edge Forum Journal, 6, 41-53, 2005.
  • S. Markovic, O. Iglesias, J. J. Singh, and V. Sierra, “How does the perceived ethicality of corporate services brands influence loyalty and positive word-of-mouth? Analyzing the roles of empathy, affective commitment, and perceived quality,” Journal of Business Ethics, 148(4), 721-740, 2018.
  • O. Iglesias, S. Markovic, M. Bagherzadeh, and J. J. Singh, “Co-creation: A key link between corporate social responsibility, customer trust, and customer loyalty,” Journal of Business Ethics, 163(1), 151-166, 2020.
  • F. J. Cossío-Silva, M. Á. Revilla-Camacho, M. Vega-Vázquez, and B. Palacios-Florencio, “Value co-creation and customer loyalty,” Journal of Business Research, 69(5), 1621-1625, 2016.
  • J. Kandampully, and D. Suhartanto, “Customer loyalty in the hotel industry: the role of customer satisfaction and image,” Management, 346, 351, 2000.
  • D. Ballantyne, and R. J. Varey, “Creating value-in-use through marketing interaction: the exchange logic of relating, communicating and knowing,” Marketing theory, 6(3), 335-348, 2006.
  • S. M. Baqer, “The value of customer co-production in developing new products”. PhD Thesis, The Unıversity of Texas At Arlington, 2007.
  • O.C. Ojiaku, B.C. Nwatu, and V.N. Aghara, “Using the DART Model of Value Co-Creation to Predict Customer Loyalty in Pension Fund Administration in Nigeria,” Asian Journal of Economics and Business, 1(2), 121-137, 2020.
  • M. Toivonen, and T. Tuominen, “Emergence of innovations in services: theoretical discussion and two case studies,” In Innovation Pressure-Rethinking Competitiveness, Policy and the Society in a Globalised Economy, Tampere, Finland, 15-17 March, 2006.
  • S. G. Nimako, and A. F. Mensah, “Examining the relationships among antecedents of guests’ behavioural intentions in Ghana’s hospitality industry: A structural equation modelling approach,” Asian Journal of Business Management, 5(2), 252-266, 2013.
  • S. Kiumarsi, K. Jayaraman, and S. M. Isa, “The Determinants of Perceived Service Quality On Customer Loyalty In Post Office: Mediating Role of Service Innovation,” Norhasni Haron, Sofri Yahya, Md Harashid Haron 18. Sustainable Financial Supply Chain in Global Manufacturing Companies Suzari Abdul Rahim, K. Jayaraman 30. Organizational Culture, Transformational Leadership, 77, 2014.
  • F. Gallouj, “Innovation in the service economy: the new wealth of nations,” Edward Elgar Publishing, 2002.
  • J. P. De Jong, A. Bruins, W. Dolfsma, and J. Meijaard, Innovation in service firms explored: what, how and why, EIM Zoetermeer, 2003.
  • H. H. Chang, and S. W. Chen, “Consumer perception of interface quality, security, and loyalty in electronic commerce,” Information & management, 46(7), 411-417, 2009.
  • K. YuSheng, and M. Ibrahim, “Service innovation, service delivery and customer satisfaction and loyalty in the banking sector of Ghana,” The International Journal of Bank Marketing, 37(5), 1215-1233, 2019.
  • K.C. Desouza, Y. Awazu, S. Jha, C. Dombrowski, S. Papagari, P. Baloh, and J.Y. Kim, “Customer-driven innovation- to be a marketplace leader, let your customers drive,” Research Technology Management, 51(3), 35-44, 2008.
  • E. Thiruvattal, “Impact of value co-creation on logistics customers’ loyalty,” Journal of Global Operations and Strategic Sourcing, 10(3), 334-361, 2017.
  • H. T. Tsou, and C. C. Cheng, “How to enhance IT B2B service innovation? An integrated view of organizational mechanisms,” Journal of Business & Industrial Marketing, 33(7), 984-1000, 2018.
  • D. M. Woisetschläger, P. Lentz, and H. Evanschitzky, “How habits, social ties, and economic switching barriers affect customer loyalty in contractual service settings,” Journal of Business Research, 64(8), 800-808, 2011.
  • R. Srinivasan, G. L. Lilien, and A. Rangaswamy, “Technological opportunism and radical technology adoption: An application to e-business,” Journal of marketing, 66(3), 47-60, 2002.
  • R. Alpar, Uygulamali çok degiskenli istatistiksel yöntemler. Detay Yayincilik, Ankara, Turkey, 2013.
  • J. F. Hair Jr, M. Sarstedt, C. M. Ringle, and S. P. Gudergan, Advanced issues in partial least squares structural equation modeling. Sage Publications, 2017.
  • C. Fornell, and D. F. Larcker, “Structural equation models with unobservable variables and measurement error: Algebra and statistics,” JMR, Journal of Marketing Research (pre-1986), 18(3), 382-388, 1981.
  • J. F. Hair, M. Celsi, D. J. Ortinau, and R. P. Bush, Essentials of marketing research (Vol. 2). New York, NY: McGraw-Hill/Irwin, 2010.
  • C. M. Voorhees, M. K. Brady, R. Calantone, and E. Ramirez, “Discriminant validity testing in marketing: an analysis, causes for concern, and proposed remedies,” Journal of the academy of marketing science, 44(1), 119-134, 2016.
  • J. Henseler, C. M. Ringle, and M. Sarstedt, “A new criterion for assessing discriminant validity in variance-based structural equation modeling,” Journal of the academy of marketing science, 43(1), 115-135, 2015.
  • X. Zhao, J. G. Lynch Jr, and Q. Chen, “Reconsidering Baron and Kenny: Myths and truths about mediation analysis,” Journal of consumer research, 37(2), 197-206, 2010.
  • J. S. Chen, D. Kerr, C. Y. Chou, and C. Ang, “Business co-creation for service innovation in the hospitality and tourism industry,” International Journal of Contemporary Hospitality Management, 29(6), 1522-1540, 2017.
  • O. S. Sesliokuyucu, and İ. Polat, “Dialogue and transparency in value co-creation: An empirical analysis of airline passengers,” Journal of Aviation Research, 2(2), 168-181, 2020.
  • A. Walls, F. Okumus, Y. Wang, and D.J.W. Kwun, “Understanding the consumer experience: An exploratory study of luxury hotels,” Journal of Hospitality Marketing & Management, 20(2), 166-197, 2011.
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There are 64 citations in total.

Details

Primary Language English
Journal Section Research Articles
Authors

İnci Polat 0000-0003-4052-2009

Publication Date December 20, 2021
Submission Date September 27, 2021
Acceptance Date November 11, 2021
Published in Issue Year 2021 Volume: 5 Issue: 2

Cite

APA Polat, İ. (2021). Value Co-Creation and Passenger Loyalty in the Context of the DART Model: The Mediating Role of Perceived Service Newness. Journal of Aviation, 5(2), 219-229. https://doi.org/10.30518/jav.1001127

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