La relación entre la calidad del servicio, la satisfacción del cliente, el valor percibido y la fidelidad del cliente: un estudio de caso de Fly Emirates

  • Ashraf Jahmani Al Falah University. Dubai. UAE
  • Islam Bourini Al Falah University. Dubai. UAE
  • Omar A. Jawabreh The University of Jordan. Jordan
Palabras clave: Satisfacción; calidad del servicio; valor percibido; fidelización del cliente, líneas aéreas

Resumen

La lealtad del cliente es uno de los mayores desafíos para la industria de las aerolíneas. Por eso, los profesionales de marketing están buscando información sobre cómo desarrollar la lealtad del cliente. Este estudio explorará la relación entre la calidad del servicio, la satisfacción del cliente, el valor percibido y la lealtad del cliente en la industria aérea. El propósito de este estudio es desarrollar e implementar un método para que la aerolínea identifique atributos que aumentarán la lealtad del cliente. Unos 384 encuestados participan en este estudio y los cuestionarios se distribuyeron al azar entre los pasajeros que viajaban en Fly Emirates. En particular, un enfoque deductivo adaptado para recopilar información cuantitativa específica para aceptar o rechazar la hipótesis. El estudio actual aplica el modelo de ecuación estructural SEM-PLS para investigar la relación entre los constructos en el modelo propuesto. Este estudio encontró que la calidad del servicio tiene una relación positiva en la satisfacción de los pasajeros y la lealtad del cliente. Por otro lado tiene una relación negativa en el valor percibido y la lealtad del cliente. Los resultados de este estudio indicaron que la calidad del servicio y la satisfacción del pasajero son factores importantes que afectan a la lealtad del cliente. En conclusión, Fly Emirates debe ser capaz de comprender la importancia de la calidad del servicio y la satisfacción del pasajero para cumplir con la lealtad del cliente y mejorar la calidad del servicio que es más importante en la industria de las aerolíneas.

Descargas

La descarga de datos todavía no está disponible.

Citas

ABDELFATTAH, A., RAHMAN, S. and OSMAN, M. (2015): "Assessing the antecedents of client loyalty on healthcare insurance products: Service quality; perceived value embedded model", Journal of Industrial Engineering and Management, vol. 8 (5), pp. 1.639- 1.660

ABU RUMMAN, M., JAWABREH, O., ALHYASAT, K. and HUSAM, H. (2013): "The impact of work environment on the average of job turnover in five-star hotels in Al-aqaba city", Business Management and Strategy, vol. 4 (2), p. 111.

ALANANZEH, O., MASA'DEH, R., JAWABREH, O., AL-MAHMOUD, A. and HAMADA, R. (2018): "The impact of customer relationship management on tourist satisfaction: The case of Radisson Blue Resort in Aqaba city", Journal of Environmental Management and Tourism, vol. 2 (26), pp. 227-240 .

ALI, R., LEIFU, G., YASIRRAFIQ, M., & HASSAN, M. (2015). Role of perceived value, client expectation, corporate image and perceived service quality on the client satisfaction. Journal of Applied Business Research, 31(4), 14-25.

AL-REFAIE, A., BATA, N.,ETEIWI, D. and JALHAM, I. (2014): "Examining Factors that Affect Passenger’s Overall Satisfaction and Loyalty: Evidence from Jordan Airport", Jordan Journal of Mechanical and Industrial Engineering, vol. 8 (2), pp. 94-101.

ANDERSON, W. and MITTAL, V. (2000): "Strengthening the Satisfaction-Profit Chain", Journal of Service Research, vol. 3 (2), pp. 107-120.

ANDERSON, E., FORNELL, C. and LEHMANN, D. (1994): "Client satisfaction, market share, and profitability: findings from sweden", The Journal of Marketing, vol. 58 (3), pp. 53-66.

ANDERSON, C. and GERBING, W. (1988): "Structural Equation Modeling in Practice: A Review and Recommended Two-Step Approach", Psychological Bulletin, vol. 103 (3), pp. 411-423.

AYDIN, S. and OZER, G. (2005): "The analysis of antecedents of client loyalty in the Turkish mobile telecommunication market", European Journal of Marketing, vol 39 (7), pp. 910-925.

AZAD, N., SAFAEI, M. and FARAHANI, M. (2014): "A study on the effects of different factors influencing on client loyalty, profitability and word of mouth advertisement for gaining competitive advantage in tourism industry", Management Science Letters, vol. 4 (6), pp. 1.099-1.102.

BAGOZZI, P. and YI, Y. (1988): "On the evaluation of structural equation models", Journal of the Academy of Marketing Science, vol. 16 (1), pp. 74-94.

BOAKYE, K., BLANKSON, C., VICTOR, R. and PRYBUTOK, C. (2017): "An assessment of national healthcare service delivery: a Ghanaian illustration", International Journal of Quality &Reliability Management, vol. 34 (5), pp. 649-666.

BOWEN, J. and CHEN, S. (2001): "The relationship between client loyalty and client satisfaction", International Journal of Contemporary Hospitality Management, vol. 13 (5), pp. 213-217.

CARUANA, A. (2002): "Service loyalty: The effects of service quality and the mediating role of client satisfaction", European Journal of Marketing, vol. 36 (7-8), pp. 811-828.

CHANG, Z. and WILDT, R. (1994): "Price, Product Information, and Purchase Intention: An Empirical Study", Journal of the Academy of marketing Science, vol. 22 (1), pp. 16-27.

CHANG, Y. and YEH, C. (2017). " Corporate social responsibility and client loyalty in intercity bus services", Transport Policy, vol. 59, pp. 38-45.

CHIN, W. (2010). How to write up and report PLS analyses. In V. E. Vinzi, W. W. Chin, J. Henseler, & H. Wang (Eds.), Handbook of partial least squares: Concepts, methods and applications in marketing and related fields. Berlin: Springer.

CLEMES, D., GAN, C., KAO, T. and CHOONG, M. (2008): "An Empirical Analysis of Client Satisfaction in International Air Travel", Innovative Marketing, vol. 4 (2), pp. 50-62.

CLIMIS, R. (2017): "Factors Affecting Client Retention in the Airline Industry", Journal of Management and Business Administration, vol. 24 (4), pp. 49-69.

COYNE, K. (1989): "Beyond Service Fads: Meaningful Strategies for the Real World", MIT Sloan Management Review, vol. 30 (4), pp- 69-76.

CRONIN, J., BRADY, K. and HULT, T. (2000): "Assessing the effects of quality, value, and client satisfaction on consumer behavioral intentions in service environments", Journal of Retailing, vol. 76 (2), pp. 193-218.

DEGIRMENCI, E., BASLIGIL, H., BOLAT, A. and OZDEMIR, Y. (2012): "Client Satisfaction Measurement in Airline Services Using SERVQUAL", Scientific reports, vol. 1 (5), p. 294.

DEHGHAN, A. and SHAHIN, A. (2011): "Client Loyalty Assessment: A Case Study in MADDIRAN, the Distributor of LG Electronics in Iran", Journal of Business Management and Strategy, vol. 2 (1), pp. 1-23.

DOBRE, C., DRAGOMIR, C. and MILOVAN-CIUTA, A. (2013): "A marketing perspective on the influences of waiting time and the service scape on perceived value", Management &Marketing, vol. 8 (4), pp. 683-698.

DODDS, B., MONROE, B. and GREWAL, D. (1991): "Effect of price, brand and store information on buyers’ product evaluations", Journal of Marketing Research, vol. 28 (3), pp. 307-319.

DUMOND, J. (2000): "Value Management: An Underlying Framework", International Journal of Operations & Production Management, vol. 20 (9), pp. 1.062-1.077.

EVANS, R. (2015): "Modern analytics and the future of quality and performance excellence", Quality Management Journal, vol. 22 (4), pp. 6-17.

FORNELL, G. and LARCKER, F. (1981): "Evaluating structural equation models with unobservable variables and measurement error", Journal of Marketing Research, vol. 18 (1), pp. 39-50.

FORNELL, C. (1992): "A national client satisfaction barometer: The Swedish experience", Journal of Marketing, vol. 56 (1), pp. 6-21.

FRAERING, M. and MINOR, S. (2013): "Beyond Loyalty: Client Satisfaction, Loyalty and Fortitude", Journal of Services Marketing, vol. 27 (4), pp. 334-344.

GALLARZA, M. and GIL SAURA, I. (2006): "Value dimensions, perceived value, satisfaction and loyalty: an investigation of university students travel behavior", Tourism Management, vol. 27 (3), pp. 437-452.

GANIYU, A., UCHE, I. and ELIZABETH, A. (2012): "Is Client Satisfaction an Indicator of ClientLoyalty?". Australian Journal of Business and Management Research, vol. 2 (7), pp. 14-20.

GANIYU, R. (2016): "Perceived Service Quality and Client Loyalty: The Mediating Effect of Passenger Satisfaction in the Nigerian Airline Industry", International Journal of Management and Economics, vol. 52 (1), pp. 94-117.

GOETZ, T., CRONJAEGER, H., FRENZELC., LÜDTKE, O. and HALL, C. (2010): "Academic self-concept and emotion relations: Domain specificity and age effects", Contemporary Educational Psychology, vol. 35 (1), pp. 44-58.

GOUNARIS, P., TZEMPELIKOS, A. and CHATZIPANAGIOTOU, K. (2007): "The relationships of client perceived value, satisfaction, loyalty and behavioral intentions", Journal of Relationship Marketing, vol. 6 (1), pp. 63-87.

GRIFFIN, J. (1995): Client Loyalty. How to Earn It, how to Keep It. New York, Lexington Books.

GRÖNROOS, C. (2009): "Marketing as promise management: Regaining client management for marketing", Journal of Business and Industrial Marketing, vol. 24 (5-6), pp. 351-359.

GURES, N., ARSLAN, S. and TUN, S. (2014): "Client Expectation, Satisfaction and Loyalty Relationship in Turkish Airline Industry", International Journal of Marketing Studies, vol. 6 (1), pp. 66-74.

HAIR, F., BLACK, C., BABIN, J. and ANDERSON, E. (2010): Multivariate data analysis: A global perspective. (7th ed.). New York, Prentice Hall.

HAIR, F., RINGLE, M. and SARSTEDT, M. (2011): "PLS-SEM: indeed, a silver bullet", Journal of Marketing Theory and Practice, vol. 19 (2), pp. 139-151.

HILL, N. (1996): Handbook of client satisfaction measurement. Hampshire, Gower Publishing Limited.

HUSSAIN, R., AL NASSER, A. and HUSSAIN, Y. (2015): "Service quality and client satisfaction of a UAE-based airline: An empirical investigation", Journal of Air Transport Management, vol. 42, pp. 167-175.

JAHMANI, A. (2017): "The effect of royal Jordanian airline service quality on passengers’ satisfaction". International Journal of Business and Society, vol. 18 (3), pp. 519-530.

JAWABREH, O, (2017a): "Analyzing Factors Affect on Five Stars Occupational Safety in Aqaba Special Economic Zone Authority (ASEZA)", Journal of Social Sciences (COESandRJ-JSS), vol.6 (4), pp. 802-815.

JAWABREH, O. (2017b): "An exploratory study of the motives of Jordanian out bound tourism and its impact on the development of tourism in Jordan", International Journal of Applied Business and Economic Research, vol. 15 (19), pp. 443-467.

JAWABREH, O. and AL SARAYREH, M. (2017): "Analysis of job satisfaction in the hotel industry: A study of hotels five- Stars in Aqaba special economic zone authority (AZEZA)", International Journal of Applied Business and Economic Research, vol. 15 (19), p. 389.

JAWABREH, O., AL JAFFAL, T., ABDELRAZAQ, H. and MAHMOUD, R. (2018): "The Impact of Menus on the Customer Satisfaction in Restaurants Classified in Aqaba Special Economic Zone Authority (ASEZA)", Journal of Tourism, Hospitality and Sports, vol. 33, pp. 29-39.

KARATEPE, O. and EKIZ, E. (2004): "The effects of organizational responses to complaint on satisfaction and loyalty: A study of hotel guests in Northern Cyprus", Managing Service Quality, vol. 14 (6), pp. 476-486.

KIUMARSI, S. and JAYARAMAN, K. (2015): "Determinants of service quality on service loyalty: the mediating role of clients’ satisfaction and brand equity", Problems and Perspectives in Management, vol. 13 (2), pp. 345-356.

LAI, T. and CHEN, F. (2011): "Behavioral intentions of public transit passengers-The roles of service quality, perceived value, satisfaction and involvement", Transport Policy, vol. 18 (2), pp. 318-25.

LAW, C. (2017): "The study of client relationship management in Thai airline industry: A case of Thai travelers in Thailand", Journal of Airline and Airport Management, vol. 7 (1), pp. 13-42.

LEVESQUE, T. and MCDOUGALL,G. (1996): "Determinants of client satisfaction in retail banking", International Journal of Bank Marketing, vol. 14, pp. 12-20.

LUPIYOADI, R. and PUTRA, B. (2014): "The Effects of Applying Revenue Management on Client Satisfaction in Airline Industry: An Experimental Study in Indonesia", Asean Marketing Journal, vol. 6 (1), pp. 25-37.

MALHOTRA, N. (2010). Marketing Research-an Applied Orientation, International Edition, Sixth Edition, Pearson, Prentice-Hall.

MALIK, E., NAEEM, B. and ARIF, Z.(2011): "Impact of perceived service quality on banking clients’ loyalty", Interdisciplinary journal of contemporary research business, vol. 3 (8), pp. 637-645.

MANDHACHITARA, R. and POOLTHONG, Y. (2011): "A model of client loyalty and corporate social responsibility", Journal of Services Marketing, vol. 25 (2), pp. 122-133.

MARTÍNEZ, P. and DEL BOSQUE, R. (2013): "CSR and client loyalty: The roles of trust, client identification with the company and satisfaction", International Journal of Hospitality Management, vol. 35, pp. 89-99.

MCDOUGALL, G. and LEVESQUE, T. (2000): "Client satisfaction with services: putting perceived value into the equation", Journal of Services Marketing, vol. 14 (5), pp. 392- 410.

MOHSAN, F., NAWAZ, M., KHAN, M., SHAUKAT, Z. and ASLAM, N. (2011): "Impact of client satisfaction on client loyalty and intentions to switch: Evidence from banking sector of Pakistan", International Journal of Business and Social Science, vol. 3 (2), pp. 1.982-1.991.

MOLS, P. (1998): "The behavioral consequences of PC banking", International Journal of Bank Marketing, vol. 16, pp. 195-201.

NEAL, W. (1999): "Satisfaction is nice, but value drives loyalty", Marketing Research, vol. 11 (1), pp. 21-23.

OGHOJAFOR, A., PATRICK, K. and AJAO, G. (2016): "Airline Service Quality Dimensions and Client Loyalty: Empirical Evidence from Air Passengers’ in Lagos State", Czech Journal of Tourism: Journal of Masaryk University, vol. 5 (2), pp. 155-171.

OLIVER, R. (1999): "Whence Client Loyalty", Journal of Marketing, vol. 63, pp. 33-34.

OLIVER, R. (1981): "Measurement and Evaluation of Satisfaction Process in Retail Settings", Journal of Retailing, vol. 57, pp. 25-48.

OLORUNNIWO, F., HSU, K. and UDO, J. (2006): "Service quality, client satisfaction, and behavioral intentions in the service factory", Journal of Services Marketing, vol. 20 (1), pp. 59-72.

OLSEN, L. and JOHNSON, M. (2003): "Service equity, satisfaction, and loyalty: From transaction-specific to cumulative evaluations". Journal of Service Research, vol. 5 (3), pp. 184-195.

PARASURAMAN, A. and GREWAL, D. (2000). "The impact of technology on the quality– value – loyalty chain: an agenda for future research", Journal of the Academy of marketing science, vol. 28 (1), pp. 168-174.

PARASURAMAN, A., ZEITHAML, V. and BERRY, L. (1988): "SERVQUAL: a multiple-item scale for measuring client perceptions of service quality", Journal of Retailing, vol. 64 (1), pp. 12-40.

PETRICK, J. (2003): "Measuring cruise passengers perceived value", Tourism Analysis, vol. 7 (3-4), pp. 251-258.

PETRICK, J. (2002): "Development of a Multi-Dimensional Scale for Measuring the Perceived Value of a Service", Journal of Leisure Research, vol. 34 (2), pp. 119-134.

RATANAVARAHA, V., JOMNONKWAO, S., KHAMPIRAT, B., WATTHANAKLANG, D. and IAMTRAKUL, P. (2016): "The complex relationship between school policy, service quality, satisfaction, and loyalty for educational tour bus services: A multilevel modeling approach", Transport Policy, vol. 45 (1), pp. 116-126.

RAVALD, A. and GRONROOS, C. (1996): "The value concept and relationship marketing, European Journal of Marketing", vol. 30 (2), pp. 19-30.

REINARTZ, W., HAENLEIN, M. and HENSELER, J. (2009): "An empirical comparison of the efficacy of covariance-based and variance based SEM", International Journal of Market Research, vol. 26 (4), pp. 332-344.

RESHIDI, N., KAJTAZI, S. and ABDULLAHU, L. (2013): "Measuring service quality and a comparative analysis in airline industry", Management Science Letters, vol. 3 (1), 275-280.

SANDADA, M. and MATIBIRI, B. (2016): "An investigation into the impact of service quality, frequent flier programs and safety perception on satisfaction and client loyalty in the airline industry in southern Africa", South East European Journal of Economics and Business, vol. 11 (1), pp. 41-53.

SEKARAN, U. and BOUGIE, R .(2010): Research Methods for Business: A Skill Building Approach (5th ed.). New York, John Wiley and Sons.

SIRDESHMUKH, D., SINGH, J. and SABOL, B. (2002): "Client trust, value, and loyalty in relational exchanges", Journal of Marketing, vol. 66 (1), pp. 15-37.

WOODRUFF, R. (1997): "Client value: the next source of comparative advantage", Journal of Academy of Marketing Science, vol. 25 (2), pp. 139-153.

YANG, Z. and PETERSON. R. (2004): "Client Perceived Value, Satisfaction, And Loyalty: The Role of Switching Costs". Psychology and Marketing, vol. 21 (10), pp. 799-822.

ZAMEER, H., TARA, A., KAUSAR, U. and MOHSIN, A. (2015): "Impact of service quality, corporate image and client satisfaction towards clients’ perceived value in the banking sector in Pakistan", International Journal of Bank Marketing, vol. 33 (4), pp. 442-456.

ZEITHAML, V. (2000): "Service quality, profitability, and the economic worth of clients: what we know and what we need to learn", Journal of the Academy of Marketing Science, vol. 28 (1), pp. 67-85.

ZEITHAML, V., BERRY, L. and PARASURAMAN, A. (1996): "The Behavioral Consequences of Service Quality", Journal of Marketing, vol. 60 (2), pp. 31-46.
Publicado
03-06-2020
Cómo citar
Jahmani, A., Bourini, I., & Jawabreh, O. A. (2020). La relación entre la calidad del servicio, la satisfacción del cliente, el valor percibido y la fidelidad del cliente: un estudio de caso de Fly Emirates. Cuadernos De Turismo, (45), 219-238. https://doi.org/10.6018/turismo.426101
Sección
Artículos