Customer-Based Market Positions of Domestic Airlines in Turkey

Year 2018, Volume: 4 Issue: 1, 9 - 19, 01.08.2018

Meltem Caber

Abstract

Increasing competition between legacy and low-cost domestic airlines in many countries has made it more important to
understand traveler choices, perceptions, preferences, and behavioral intentions. This study aims to assess customerbased
market positions of domestic airlines in Turkey. Data obtained from 202 university students were used to generate
comparative market positioning maps in order to explore the position of each airline company. The results show that
Turkish Airlines had better positions than other airlines in regard to several competitiveness indicators (e.g. quality, price,
and favorite travel choice). This finding emphasizes the competitive advantage of legacy domestic airlines as against that
of low-cost airlines.

Keywords

Market position, Competitiveness, Domestic aviation, Legacy and low-cost airlines, Costumer

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