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Havayolu Pazarında Firma Seçimini Etkileyen Faktörlere Rekabetçi Bir Bakış

Year 2020, Volume: 7 Issue: 2, 45 - 58, 28.12.2020

Abstract

Havayolu işletmeleri, giderek daha da karmaşık bir yapıya bürünen havayolu pazarında hem yerel hem de uluslararası birçok havayolu işletmesi ile yoğun bir rekabet içerisindedir. Bu yoğun rekabet ortamında müşterilerin beklentilerini doğru saptayabilen havayolu işletmeleri, rekabet üstünlüğü için önemli fırsatlar elde etmektedir. Bu çalışmada müşteri beklentilerini saptayabilmek amacıyla havayolu pazarının eğlence bölümünde seyahat eden yolcuların havayolu işletmelerini seçerken dikkate aldıkları faktörler incelenmiştir. Faktörlerin önem düzeyleri 5’li Likert tipi aralıklı ölçekle, görece önemleri ise 1-9 kıyaslama ölçeği ile belirlenmiştir. Analizler çevrim içi anket aracılığı ile 385 yolcudan elde edilen veri seti ile gerçekleştirilmiştir. Analiz sonuçlarında faktörlerin önem düzeylerine göre uçuş takvimi, güvenilirlik, hizmet kalitesi ve fiyat şeklinde sıralandığı tespit edilmiştir. Görece önemler değerlendirildiğinde ise bu sıralamanın uçuş takvimi, güvenilirlik, fiyat ve hizmet kalitesi şeklinde değiştiği görülmüştür. Bulgular, müşterilerin uygun uçuş takvimi sunan ve güvenlik imajı yüksek olan işletmelere daha fazla ödeme yapabileceğine işaret etmektedir. Bu nedenle farklılaşma stratejisi ile rekabet üstünlüğü elde etmek isteyen havayolu işletmelerin stratejilerini bu hususlar doğrultusunda şekillendirmeleri önerilmektedir.

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References

  • Aberle, G. (2009). Transportwirtschaft: Einzelwirtschaftliche und Gesamtwirtschaftliche Grundlagen. München: Oldenbourg
  • Aktan, C. C., ve Vural, İ. (2004). Rekabet Gücü ve Rekabet Stratejileri. Ankara: TİSK.
  • Bahar, E. (2018). Türkiye'de Havayolu işletmeciliğinin Gelişimi. ArelEysad, 3(1), 25-36.
  • Barney, J. B., & Hesterly, W. S. (2008). Strategic Management and Competitive Advantage: Consepts and Cases (3 b.). New Jersy: Pearson.
  • Camilleri, M. A. (2018). Travel Marketing, Tourism Economics and the Airline Product: An Introduction to Theory and Practice. Cham: Springer.
  • Cho, W., & Dresner, M. E. (2018). The impact of a baggage fee waiver on airline choice: Evidence from the Washington-Baltimore region. Transportation Research Part A: Policy and Practice, 112, 4-17.
  • David, F. R. (2011). Strategic Management: Concepts and Cases (13 b.). New Jersey: Pearson.
  • Doganis, R. (2006). The Airline Business (2 b.). New York: Routledge.
  • Dolnicar, S., Grabler, K., Grün, B., & Kulnig, A. (2011). Key Drivers of Airline Loyalty. Tourism Management, 32(5), 1020-1026.
  • Eser, Z., Atalık, Ö., Kağnıcıoğlu, H., ve Korkmaz Devrani, T. (2016). Havayolu Pazarlaması (1 b.). Eskişehir: Anadolu Üniversitesi.
  • Francis, G., Humphreyes, I., & Aicken, M. (2006). Where next for low cost airlines? A spatial and temporal comparative study. Journal of Transport Geography, 14(2), 83-94.
  • Hanlon, P. (2007). Global Airlines: Competition in a Transnational Industry (3 b.). Oxford: Butterworth- Heinemann.
  • Hess, S., Adler, T., & Polak, J. W. (2007). Modelling Airport and Airline Choice Behaviour with the Use of Stated Preference Survey Data. Transportation Research Part E: Logistics and Transportation Review, 43(3), 221-233.
  • Ireland, R. D., Hoskisson, R. E., & Hitt, M. A. (2011). The Management of Strategy: Concept and Cases (10 b.). Kentucky: South Western Educational Publishing.
  • Ito, H., & Lee, D. (2005). Comparing the Impact of the September 11th Terrorist Attacks on International Airline Demand. International Journal of the Economics of Business, 12(2), 225-249.
  • Jung, S.-Y., & Yoo, K.-E. (2014). Passenger airline choice behavior for domestic short-haul travel in South Korea. Journal of Air Transport Management, 38, 43-47.
  • Mikulić, J., & Prebežac, D. (2011). What drives passenger loyalty to traditional and low-cost airlines? A formative partial least squares approach. Journal of Air Transport Management, 17(4), 237-240.
  • Milioti, C. P., Karlaftis, M. G., & Akkogiounoglou, E. (2015). Traveler perceptions and airline choice: A multivariate probit approach. Journal of Air Transport Management, 49, 46-52.
  • O'Connell, J. F., & Williams, G. (2005). Passengers’ perceptions of low cost airlines and full service carriers: A case study involving Ryanair, Aer Lingus, Air Asia and Malaysia Airlines. Journal of Air Transport Management, 11(4), 259-272.
  • Oum, T. H., Park, J.-H., & Zhang, A. (1996). The Effects of Airline Codesharing Agreements on Firm Conduct and International Air. Journal of Transport Economics and Policy, 30(2), 187-202.
  • Porter, M. E. (2015). Rekabet Stratejisi (3. b.). (G. Ulubilgen, Çev.) İstanbul: Aura.
  • Proussaloglou, K., & Koppelman, F. S. (1995). The Choice of Air Carrier, Flight, and Fare Class. Journal of Air Transport Management, 5(4), 193-201.
  • Saaty, T. L. (2008). The analytic hierarchy and analytic network measurement processes: Applications to decisions under Risk. European Jurnal of Pure and Applied Mathematics, 1(1), 122-196.
  • Shaw, S. (2007). Airline Marketing and Management (6 b.). Aldershot: Ashgate.
  • Sokolovskyy, A. (2012). Analyzing Factors Impacting Students’ Choice between Low-Cost and Full-Fare Airlines. Unpublished Master Thesis of Faculty of Economics and Social Sciences. Kristiansand: University of Agder.
  • Şengür, Y. (2004). Havayolu Taşımacılığında Düşük Maliyetli Taşıyıcılar ve Türkiye'deki Uygulamalarının Araştırılması. Basılmamış Yüksek Lisans Tezi. Eskişehir: Anadolu Üniversitesi Sosyal Bilimler Enstitüsü.
  • Ülgen, H., & Mirze, K. (2010). İşletmelerde Stratejik Yönetim (5 b.). İstanbul: Beta Yayıncılık.
  • Yazıcıoğlu, Y., & Erdoğan, S. (2014). SPSS Uygulamalı Bilimsel Araştırma Yöntemleri. Ankara: Detay Yayıncılık.

A Competitive Overview on Factors Affecting Company Selection in the Airline Market

Year 2020, Volume: 7 Issue: 2, 45 - 58, 28.12.2020

Abstract

Airline companies are in intense competition with many airline companies, both local and international, in the airline market, which is becoming more and more complex. In this intensely competitive environment, airline companies that can accurately determine customer expectations obtain important opportunities for competitive advantage. In this study, to determine customer expectations, the factors that passengers traveling in the entertainment segment of the airline market consider when choosing their airline companies are examined. The importance levels of the factors were determined with a 5-Likert type scale and their relative importance was determined with a 1-9 comparison scale. Analyzes were carried out with a data set obtained from 385 passengers via an online survey. In the analysis results, it was determined that the factors are listed according to their importance level as flight schedule, reliability, service quality, and price. When the relative importance is evaluated, it is seen that this ranking changes in the form of flight schedule, reliability, price, and service quality. Findings suggest that customers may pay more to businesses that offer favorable flight schedules and have a high-security image. Therefore, it is recommended that airline companies that want to gain a competitive advantage with differentiation strategy should shape their strategies in line with these issues.

References

  • Aberle, G. (2009). Transportwirtschaft: Einzelwirtschaftliche und Gesamtwirtschaftliche Grundlagen. München: Oldenbourg
  • Aktan, C. C., ve Vural, İ. (2004). Rekabet Gücü ve Rekabet Stratejileri. Ankara: TİSK.
  • Bahar, E. (2018). Türkiye'de Havayolu işletmeciliğinin Gelişimi. ArelEysad, 3(1), 25-36.
  • Barney, J. B., & Hesterly, W. S. (2008). Strategic Management and Competitive Advantage: Consepts and Cases (3 b.). New Jersy: Pearson.
  • Camilleri, M. A. (2018). Travel Marketing, Tourism Economics and the Airline Product: An Introduction to Theory and Practice. Cham: Springer.
  • Cho, W., & Dresner, M. E. (2018). The impact of a baggage fee waiver on airline choice: Evidence from the Washington-Baltimore region. Transportation Research Part A: Policy and Practice, 112, 4-17.
  • David, F. R. (2011). Strategic Management: Concepts and Cases (13 b.). New Jersey: Pearson.
  • Doganis, R. (2006). The Airline Business (2 b.). New York: Routledge.
  • Dolnicar, S., Grabler, K., Grün, B., & Kulnig, A. (2011). Key Drivers of Airline Loyalty. Tourism Management, 32(5), 1020-1026.
  • Eser, Z., Atalık, Ö., Kağnıcıoğlu, H., ve Korkmaz Devrani, T. (2016). Havayolu Pazarlaması (1 b.). Eskişehir: Anadolu Üniversitesi.
  • Francis, G., Humphreyes, I., & Aicken, M. (2006). Where next for low cost airlines? A spatial and temporal comparative study. Journal of Transport Geography, 14(2), 83-94.
  • Hanlon, P. (2007). Global Airlines: Competition in a Transnational Industry (3 b.). Oxford: Butterworth- Heinemann.
  • Hess, S., Adler, T., & Polak, J. W. (2007). Modelling Airport and Airline Choice Behaviour with the Use of Stated Preference Survey Data. Transportation Research Part E: Logistics and Transportation Review, 43(3), 221-233.
  • Ireland, R. D., Hoskisson, R. E., & Hitt, M. A. (2011). The Management of Strategy: Concept and Cases (10 b.). Kentucky: South Western Educational Publishing.
  • Ito, H., & Lee, D. (2005). Comparing the Impact of the September 11th Terrorist Attacks on International Airline Demand. International Journal of the Economics of Business, 12(2), 225-249.
  • Jung, S.-Y., & Yoo, K.-E. (2014). Passenger airline choice behavior for domestic short-haul travel in South Korea. Journal of Air Transport Management, 38, 43-47.
  • Mikulić, J., & Prebežac, D. (2011). What drives passenger loyalty to traditional and low-cost airlines? A formative partial least squares approach. Journal of Air Transport Management, 17(4), 237-240.
  • Milioti, C. P., Karlaftis, M. G., & Akkogiounoglou, E. (2015). Traveler perceptions and airline choice: A multivariate probit approach. Journal of Air Transport Management, 49, 46-52.
  • O'Connell, J. F., & Williams, G. (2005). Passengers’ perceptions of low cost airlines and full service carriers: A case study involving Ryanair, Aer Lingus, Air Asia and Malaysia Airlines. Journal of Air Transport Management, 11(4), 259-272.
  • Oum, T. H., Park, J.-H., & Zhang, A. (1996). The Effects of Airline Codesharing Agreements on Firm Conduct and International Air. Journal of Transport Economics and Policy, 30(2), 187-202.
  • Porter, M. E. (2015). Rekabet Stratejisi (3. b.). (G. Ulubilgen, Çev.) İstanbul: Aura.
  • Proussaloglou, K., & Koppelman, F. S. (1995). The Choice of Air Carrier, Flight, and Fare Class. Journal of Air Transport Management, 5(4), 193-201.
  • Saaty, T. L. (2008). The analytic hierarchy and analytic network measurement processes: Applications to decisions under Risk. European Jurnal of Pure and Applied Mathematics, 1(1), 122-196.
  • Shaw, S. (2007). Airline Marketing and Management (6 b.). Aldershot: Ashgate.
  • Sokolovskyy, A. (2012). Analyzing Factors Impacting Students’ Choice between Low-Cost and Full-Fare Airlines. Unpublished Master Thesis of Faculty of Economics and Social Sciences. Kristiansand: University of Agder.
  • Şengür, Y. (2004). Havayolu Taşımacılığında Düşük Maliyetli Taşıyıcılar ve Türkiye'deki Uygulamalarının Araştırılması. Basılmamış Yüksek Lisans Tezi. Eskişehir: Anadolu Üniversitesi Sosyal Bilimler Enstitüsü.
  • Ülgen, H., & Mirze, K. (2010). İşletmelerde Stratejik Yönetim (5 b.). İstanbul: Beta Yayıncılık.
  • Yazıcıoğlu, Y., & Erdoğan, S. (2014). SPSS Uygulamalı Bilimsel Araştırma Yöntemleri. Ankara: Detay Yayıncılık.
There are 28 citations in total.

Details

Primary Language Turkish
Subjects Business Administration
Journal Section Research Articles
Authors

Halil Savaş 0000-0001-7942-5527

Zafer Duran 0000-0002-7227-4196

Publication Date December 28, 2020
Published in Issue Year 2020 Volume: 7 Issue: 2

Cite

APA Savaş, H., & Duran, Z. (2020). Havayolu Pazarında Firma Seçimini Etkileyen Faktörlere Rekabetçi Bir Bakış. Pamukkale Üniversitesi İşletme Araştırmaları Dergisi, 7(2), 45-58.

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