The effect of TBSS relational benefit on relational commitment and willingness to buy again: Focusing on customers using technology-based self service of airlines

Abstract

Background/Objectives: This research, in the TBSS situations, identified the effects of what customers perceive as relational benefits on relational commitment and the willingness to buy again. Methods/Statistical analysis: The samples were chosen by convenience sampling with the help of a research assistant who had been given directions on research purposes in advance. Using SPSS 22.0, frequency analysis was done on collected data, and the structural equation model was tested using AMOS 21.0. Those copies which were filled out not seriously or by customers who had not used TBSS were eliminated from statistical analysis. Findings: First, the hypothesis that relational benefit has positive (+) effects on relational commitment was tested. The findings were that, while there were significant positive (+) relationship in the paths of psychological benefit -> relational commitment, and economic benefit -> relational commitment, there were no significant relationship in the paths of social benefit -> relational commitment, and customization benefit -> relational commitment. Second, relational commitment has positive (+) effects on the willingness to buy again was tested. It was found that there is significant positive (+) relationship in the path of relational commitment -> the willingness to buy again. Third, relational benefit has positive (+) effects on the willingness to buy again was tested. It was found that while there are positive effects in the paths of social benefit -> the willingness to buy again, psychological benefit -> the willingness to buy again, and economic benefit -> the willingness to buy again, there is no significant effect in the path of customization benefit -> the willingness to buy again. Improvements/Applications: This research was performed to help airlines to lead customers to have willingness to buy again and secure loyal customers through positive use of TBSS services.