The Impact of Air Cargo Services on the Overall and Marketing Performance of Companies

Year 2023, Volume: 25 Issue: 2, 637 - 654, 24.06.2023

Emre Nalçacıgil

Abstract

Air cargo services are an effective and important solution partner for manufacturers and customers in the international trade system. In addition, the air cargo industry also shows direct, indirect, triggering, and catalytic effects on other industries in the economic development of countries. For air cargo services and services to be able to reveal the expected outputs, develop and maintain their economic value, these channels must be available and in demand by companies. Therefore, there is a relationship between the air cargo industry and the performance of companies in both demand and supply direction. It has been observed that there are a lot of empirical and theoretical studies on the air cargo industry in the literature, but there are few studies that are approaching it specifically on a company-by-company basis. In this context, in this study, which was prepared to reveal the effect and role of air cargo services and services on the company's performance, interviews were conducted with 30 companies operating in Konya province and using air cargo services regularly during November 2021. As a result of the research, it was determined that the use of air cargo services has a positive effect and role on the overall performance, marketing performance, logistics competence value, operations management strategy and perceived satisfaction of the participating companies.

Keywords

Air cargo services, performance, marketing, logistics, Konya

Hava Kargo Servis ve Hizmetlerinin Firmaların Genel ve Pazarlama Performansı Üzerindeki Etkisi

Abstract

Hava kargo hizmetleri, uluslararası ticaret sisteminde üreticiler ve müşteriler için etkili ve önemli bir çözüm ortağı durumundadır. Ayrıca ülkelerin ekonomik gelişmelerinde de hava kargo endüstrisi, diğer endüstriler üzerinde de doğrudan, dolaylı, tetikleyici ve katalitik etkiler göstermektedir. Hava kargo servis ve hizmetlerinin beklenen çıktıları ortaya koyabilmesi, gelişmesi ve ekonomik değerini sürdürülebilmesi için bu kanalların firmalar tarafından kullanılabilir olması ve talep görmesi gerekmektedir. Dolayısıyla hava kargo endüstrisi ile firmaların performansları arasında hem talep hem de arz yönlü birbirine bağlı bir ilişki vardır. Literatürde hava kargo endüstrisi konu alan çok sayıda ampirik ve kuramsal çalışmaların olduğu ancak spesifik olarak firma bazında yaklaşan az sayıda çalışma bulunduğu görülmüştür. Bu kapsamda hava kargo servis ve hizmetlerinin firma performansı üzerindeki etkisi ve rolünü ortaya koyabilmek amacıyla hazırlanan bu araştırmada Konya ilinde faaliyet gösteren ve hava kargo hizmetlerini düzenli olarak kullanan 30 firma ile Kasım 2021 döneminde görüşmeler yapılmıştır. Araştırma sonucunda hava kargo hizmetleri kullanımının katılımcı firmaların genel performansı, pazarlama performansı, lojistik yetkinlik değeri, operasyon yönetimi stratejisi ve algılanan memnuniyeti üzerinde olumlu etkileri ve rolünün olduğu tespit edilmiştir.

Keywords

Hava kargo hizmetleri, performans, pazarlama, lojistik, Konya

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