The role of employees 'uniformation levels in creating consumer loyalty: An implementation with airport employees

In this study, the effect of identification level of airport workers on consumer loyalty was tried to be measured. In this sense, the demographic characteristics of the consumers and employees participating in the study, the degree of brand loyalty and the degree of identification of the employees with the organization were compared with their demographic characteristics and the relationship was sought. As a result of the comparison tests of the consumer loyalty scale and its sub-dimensions according to the gender of individuals, it was observed that the average of the consumer loyalty scale did not differ between men and women. However, among the sub-dimensions, only the median score of the sub-dimension of determination to maintain the relationship was found to be significantly higher in women. As a result of the comparison test for the age variable, no significant difference was observed in the consumer loyalty scale and all its sub-dimensions by age groups. In the comparison made for the educational status of the participants, flight line and flight purpose, it was concluded that the value of the consumer loyalty scale did not change, just like age. On the other hand, no significant difference was found between demographic variables and the level of identification in the analysis conducted on whether the organizational identification degrees of the employees differ according to demographic variables. According to the results obtained in the study, it was determined that the level of loyalty of the consumers and the degree of identification of the employees do not differ according to demographic characteristics. In addition, according to the results of the analysis made between organizational identification and consumer loyalty, no direct significant relationship was found.