Determination of Effective Investment Strategies for the Airline Sector in the Context of Sustainable Economic Development

Year 2022, Volume: 21 Issue: 2, 784 - 793, 30.04.2022

Filiz Mızrak , Serhat Yüksel , Gökhan Silahtaroğlu , Hasan Dinçer

https://doi.org/10.21547/jss.1005191

Abstract

The aim of this study is to determine customer satisfaction-based investment strategies for the airline industry to achieve sustainable economic development. For this purpose, it is intended to determine the factors affecting the demands of customers in the aviation industry. In this context, the companies that are among the top 75 airline companies in 2019 are included in the review. The comments made on the Skytrax website between the years 2011-2020 for the aforementioned companies are analyzed. Relevant customer comments are evaluated on the KNIME platform by text mining methodology. In this context, most frequently used single, double and triple word groups are identified. According to the results of the analysis, the general expectations of the customers from all airline companies are the quality of the service provided. Matters such as the comfort of the seats, the polite and helpfulness of the cabin crew and the deliciousness of the food have come to the forefront for all countries. In addition, customers complain of general delays from airlines. Therefore, it is obvious that airline companies experiencing this problem will lose a significant competitive advantage compared to others if they do not take the necessary precautions. On the other hand, it is concluded that customers from Africa, North America and South America attach more importance to the cleanliness of their aircraft. Finally, it is determined that South American customers had some discomfort with the high prices. Considering this information, it would be appropriate for airline companies serving this continent to determine their investment strategy focused on low prices. These recommendations will help countries achieve their sustainable development goals.

Keywords

Sustainable Economic Development, Airline Industry, Data mining

Sürdürülebilir Ekonomik Kalkınma Bağlamında Havayolu Sektörüne Yönelik Etkin Yatırım Stratejilerinin Belirlenmesi

Abstract

Bu çalışmanın amacı sürdürülebilir ekonomik kalkınma bağlamında havayolu sektörüne yönelik müşteri memnuniyeti bazlı yatırım stratejilerinin belirlenmesidir. Bu amaca yönelik olarak, havacılık sektöründe müşterilerin taleplerini etkileyen faktörlerin tespit edilmesi amaçlanmıştır. Bu bağlamda, 2019 yılında en iyi 75 havayolu şirketi arasına giren şirketler inceleme kapsamına alınmıştır. Bahsi geçen şirketlere yönelik 2011-2020 yılları arasında Skytrax web sitesinden yapılan yorumlar analiz edilmiştir. İlgili müşteri yorumları metin madenciliği yöntemiyle KNIME platformu üzerinde analiz edilmiştir. Bu kapsamda, en fazla geçen tek, ikili ve üçlü kelime grupları belirlenmiştir. Elde edilen analiz sonuçlarına göre, müşterilerin tüm havayolu şirketlerinden genel beklentileri sunulan hizmetin kaliteli olmasıdır. Koltuk rahatlığı, kabin ekibinin kibar ve yardımsever olması ve yemeklerin lezzetli olması gibi hususlar tüm ülkeler için ön plana çıkmıştır. Belirtilen hususlara ek olarak, müşteriler havayolu şirketlerinden genel olarak meydana gelen rötarlara ilişkin şikayetlerde bulunmaktadır. Dolayısıyla, bu problemi yaşayan havayolu şirketlerinin gerekli tedbirleri almadığı durumda diğerlerine kıyasla önemli ölçüde rekabet avantajı kaybedecekleri ortadadır. Öte yandan, Afrika, Kuzey Amerika ve Güney Amerika’lı müşterilerin uçaklardaki temizliğe daha fazla önem gösterdiği sonucuna ulaşılmıştır. Son olarak, Güney Amerika’lı müşterilerin fiyatların yüksek olmasına yönelik bazı rahatsızlıkları bulunduğu belirlenmiştir. Bu bilgiler göz önünde bulundurularak, özellikle bu kıtaya hizmet veren havayolu şirketlerinin düşük fiyat odaklı yatırım stratejisini belirlemeleri yerinde olacaktır. Belirtilen bu öneriler ülkelerin sürdürülebilir kalkınma hedeflerine ulaşabilmelerine yardımcı olacaktır.

Keywords

Sürdürülebilir Ekonomik Kalkınma, Havayolu Sektörü, Yatırım, Veri Madenciliği

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