Havayolu Hizmet Sisteminde Ortak Değer Yaratmanın Tekrar Satın Alma Niyetine Etkisi
The Effect of Value Co-Creation on Repurchase Intention in Airline Service System

Summary/Abstract: Purpose – Value co-creation approaches that are important in service research and practice processes focus on the interactions between stakeholders. In this respect, the study aims to reveal the effect of value co-creation behavior on the repurchase intention in the context of airline-passenger interaction in the airline service system. Design/methodology/approach – The data used in the study were obtained from 217 airline passengers. Likert scale was used to measure the questionnaire and Partial Least Squares-Structural Equation Model (PLS-SEM) technique was used to test the hypotheses. Value co-creation behavior include customer participation behavior (information seeking, information sharing, responsible behavior, personal interaction) and customer citizenship behavior (feedback, advocacy, helping, tolerance). Findings – Findings suggest that the information seeking (customer participation behavior), advocacy and tolerance (customer citizenship behavior) have a positive and statistically significant relationship on repurchase intention of the airline passengers.Purpose – Value co-creation approaches that are important in service research and practice processes focus on the interactions between stakeholders. In this respect, the study aims to reveal the effect of value co-creation behavior on the repurchase intention in the context of airline-passenger interaction in the airline service system. Design/methodology/approach – The data used in the study were obtained from 217 airline passengers. Likert scale was used to measure the questionnaire and Partial Least Squares-Structural Equation Model (PLS-SEM) technique was used to test the hypotheses. Value co-creation behavior include customer participation behavior (information seeking, information sharing, responsible behavior, personal interaction) and customer citizenship behavior (feedback, advocacy, helping, tolerance). Findings – Findings suggest that the information seeking (customer participation behavior), advocacy and tolerance (customer citizenship behavior) have a positive and statistically significant relationship on repurchase intention of the airline passengers.

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