The Effect Of Airline Customer Citizenship Behavior On Customer Turnover Intention

Abstract

The aim of this study is to determine the effect of airline customer citizenship behavior on customer turnover intention. The study population consists of individuals traveling via airline companies in Turkey. In the research conducted between 01.07.2022 and 25.09.2022, 394 questionnaires were collected by the convenience sampling method, one of the non-probabilistic sampling methods. After the research data were first coded with the SPSS package program, they were subjected to validity, model goodness of fit tests, and structural equation modeling analysis with the Amos statistical program. According to the research results, it was determined that advocacy, feedback, and tolerance behaviors, which are the dimensions of customer citizenship behavior, had a negative and significant effect on the customer's turnover intention, and the helping behavior of customers did not have a negative and significant effect on turnover intention. Moreover, recommendations were developed in line with the research results.