The Moderating Effect of Generation on The Relationship Between Service Quality and Perceived Value: A Research on Gen X and Gen Y in the Airline Industry

The primary aim of this research is to examine the moderator effect of generation on the relationship between service quality and perceived value specific to Gen X and Gen Y. With this study, it is considered that it is important to understand the potential generation effect on service quality for airline company managers and to develop effective marketing strategies according to generations. The study was designed using a quantitative method. The research data were obtained by using the survey technique at Antalya Airport in 2018 and a total of 909 participants were reached. Reliability and validity analysis, correlation analysis and hierarchical regression analysis were performed in the study. As a result, it was found that generation has moderator effect on the relationship between physical appearance and perceived value, between reliability and perceived value, between responsiveness and perceived value, between assurance and perceived value.