The Mediating Role of Customer Relationship Managment (CRM) in the Effect of Innovation on Perceived Service Quality: The Case of Airlines System

Abstract

Today, businesses apply the Customer Relationship Management approach to ensure customer satisfaction and sustain customer loyalty. In this approach, it is aimed to go beyond satisfaction by putting the customer at the center. This research conducted at Antalya Airport aims to examine the impact of technological innovations by airline companies on the perceived service quality of passengers and how this impact is shaped through customer relationship management practices. The results of the study provide strategic recommendations and guidance for companies in the aviation sector. This presents an innovation in facilitating companies to make direct inferences from the research findings, aiding them in deriving practical insights. Through face-to-face interviews with passengers arriving at Antalya Airport, a sample of 430 respondents was reached, and all completed surveys were utilized. The data obtained from these passengers were analyzed using IBM SPSS 21 and SmartPLS 4 programs within the framework of established hypotheses. The results of the Structural Equation Analysis indicate a direct partial impact of innovative activities implemented by airline companies on the perceived service quality. This direct effect is found to create a complete impact indirectly. Additionally, it has been determined how customer relationship management practices shape this impact by acting as a mediator. The findings provide guidance to airline companies in understanding the influence of technological innovations on customer satisfaction and optimizing strategic customer relationship management practices. This study recommends that companies in the aviation sector focus on technological innovations to gain a competitive advantage and enhance customer satisfaction.