Crisis Communication in the Context of Rational and Emotional Benefit: The Case of the Aviation Sector

Year 2024, , 50 - 55, 26.02.2024

Ebru Nilgün Serengil , Belis Gülay

https://doi.org/10.30518/jav.1409930

Abstract

This study aims to examine the impact of crisis communication strategies in the aviation sector, specifically within the context of the COVID-19 pandemic, by evaluating both rational and emotional benefits. It emphasizes the importance of considering both aspects of crisis communication to effectively address the negative effects of the pandemic on the Turkish aviation industry. A quantitative research method was employed to determine the validity and reliability of the factors under investigation. The study utilized a questionnaire-based approach to collect concrete data and assess the levels of crisis communication in relation to emotional and rational benefits within the Turkish aviation sector. The research findings highlight that airlines in the Turkish aviation sector have responded to the pandemic by implementing strategies focused on health and safety measures, flexibility policies, customer relationship management, and empathy. These strategies aim to address both rational expectations and emotional needs of customers. Consequently, evaluating and integrating rational and emotional benefits within crisis communication processes is a crucial step for airlines to enhance customer satisfaction, establish trust, and maintain their reputation. This study adds to the current body of literature by emphasizing the significance of crisis communication strategies that consider both rational and emotional benefits. It recognizes the specific challenges faced by the Turkish aviation sector due to the COVID-19 pandemic and explores approaches to mitigate the negative effects. Evaluating and integrating rational and emotional benefits within crisis communication processes is deemed crucial for enhancing customer satisfaction, establishing trust, and maintaining a favourable reputation.

Keywords

Crisis communication, Rational benefit, Emotional benefit, COVID-19, Aviation sector

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