Abstract:

Purpose - Common value creation approaches, which are of importance in the service research and application processes, are focused on interactions between stakeholders. In this direction, the work is aimed at revealing the impact of the behavior of creating common value in the context of the airline-passenger interaction in the airline service system on the intention of re-buy. Method - The data used in the study was obtained from a total of 217 participants by applying an online survey to airline passengers. In the measurement of the survey questions, the Likert attitude scale and hypotheses were tested using the Technique of the Part-Little Quadratic-Building Equality Model (PLS-SEM). Common value creation behavior has been dealt with in two subdimensions: customer participation behavior (information search, information sharing, responsibility, personal interaction) and customer citizenship behavior (reference, protection, assistance, tolerance). Results - The results obtained from the analysis show that the intentions of the airline passengers to re-buy on the customer participation behavior from the lower dimensions of the information search and the customer citizenship behavior from the lower dimensions of the protection and tolerance have a positive and statistically meaningful relationship. Discussions - The findings obtained in the study, which empirically tested the impact of common value-creating behavior on the intention of re-buy, show similarities to the approaches discussed in literature. The forms of relationships between the passengers and the airlines that they create between them make it easy to solve the problems that will arise and prevent negative externalities. In general, the limitation of the work that reduces customer participation and citizenship behavior variables to lower dimensions reveals the original value of the work.

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