Havayolu İşletmelerinde Hizmet Kalitesi: THY’de Bir Araştırma

Year 2012, Issue: 24, 35 - 49, 01.12.2012

Kenan Aydın Seda Yıldırım

Abstract

Günümüzdeki işletmeler, sahip oldukları yüksek teknolojik yatırımları ile
rekabet etmektedirler. Özellikle havayolu hizmetleri gibi hizmet
sektörlerinde güçlü bir teknolojiye ve iyi donanımlara sahip olmak çok
önemlidir. Buna dayanarak; bu çalışma ile tüketicilerin havayolu
hizmetlerinden beklentileri ile algıladıkları hava yolu hizmetleri arasında bir
fark olup olmadığını ortaya çıkarmak amaçlanmıştır. Bu amaç
doğrultusunda Parasuraman vd.(1988) tarafından geliştirilen , 5 boyut ve
22 ifadeden oluşan Servqual ölçeği havayolu hizmetlerine uyarlanmıştır.
Oluşturulan anket formu İstanbul Atatürk Havalimanında, yolculara “yüz
yüze” anket yoluyla uygulanmıştır. Toplanan anketler ise daha sonra SPSS
16 programında analiz edilmiştir.

Keywords

Havayolu hizmetleri, hizmet kalitesi, servqual

Service Quality in Airline Businesses: A Research on THY

Abstract

Recently, businesses have been competing each other with their high-tech investments and their technology. Especially, ın a service sector like airline services, ıt is so important to have a good equipment and great technology. According to this, the purpose of this research is to determine whether there is a significant difference between the consumers’ service quality expectations and service quality perceptions . To achieve this purpose, the scale which was suggested by Parasuraman et.al(1988), was formed as 5 dimensions and 22 statements(Servqual), has been adapted for airline travel sector. This questionnaire was implemented to the passengers at İstanbul Atatürk Airport with a “face to face” method. Then collected data was analysed in SPSS 16 program

Keywords

Airline services, service quality, servqual

References

• Aksoy Şafak and Eda Atılgan, Serkan Akıncı(2003). “Airline Services Marketing by Domestic And Foreign Firms: Differences From The Customers’ Viewpoint”. Journal of Air Transport Management 9:43- 351.
• An Myungsook and Yonghwi Noh(2009). “Airline Customer Satisfaction and Loyalty: Impact of In –Flight Service Quality”. Serv Bus , 3:293-307 – Springer-Verlag.
• Berry L. Leonard and A. Parasuraman, Valerie A. Zeithmal(1985). “The Service-Quality Puzzle”. Business Horizons, September-October,1985: 35-43.
• Bigne, J.E. and C. Martinez, M.J. Miquel, L. Andreu(2003). "Servqual Reliability and Validity in Travel Agencies". Annals of Tourism Research, 30 (1): 258-262.
• Chen Fang-Yuan and Yu-Hern Chang(2005). “Examining Airline Service Quality From A Process Perspective”. Journal Of Air Transport Management 11 :79–87.
• Gilbert David and Robin K. C.(2003). “Passenger Expectations An Dairline Services: A Hong Kong Based Study”. Tourism Management 24: 519- 532.
• Küçükönal Hatice and Korul Vildan(2002). “Havayolu İşletmelerinde İnsan Kaynakları Yönetimi”. www.aku.edu.tr/AKU/DosyaYonetimi/.../ dergi/IV2/5-(67-90).pdf. Erişim tarihi:30/10/2012
• Landrum Hollis and Victor Prybutok, Xiaoni Zhang, Daniel Peak(2009). “Measuring IS System Service Quality With SERVQUAL Users’ Perceptions of Relative Importance of The Five SERVPERF Dimensions”. The International Journal of an Emerging Transdiscipline, Volume 12: 17-35.
• Levine Michael E.(1986). “Airline Competition In Deregulated Markets: Theory”. Firm Strategy And Public Policy, Yale Journal On Regulation. http://heinonline.org/HOL/LandingPage?collection= journals&handle=hein.journals/yjor4&div=18&id=&page=. Erişim tarihi: 30/10/2012
• Liou James J.H. and Leon Yen, Gwo-Hshiung Tzeng(2010). “Using Decision Rules to Achieve Mass Customization of Airline Services”. European Journal of Operational Research - journal homepage: www.elsevier.com/locate/ejor- .
• Liou J.H. James and Tzeng Gwo-Hshiung(2007). “A Non-Additive Model For Evaluating Airline Service Quality”. Journal of Air Transport Management 13: 131-138.
• Mohr J., Sengupta S. and S. Slater(2005). “Marketing of High-Technology Products and Innovations”. Upper Saddle River, Prentice Hall.
• Pakdil Fatma and Özlem Aydın(2007). “Expectations And Perceptions In Airline Services: An Analysis Using With Weighted SERVQUAL Scores”. Journal of Air Transport Management 13:229-237.
• Park Jim-Woo and Rodger Robertson, Cheng-Lung Wu(2004). “The Effect of Airline Service Quality Behavioural Intentions: A Korean Case Study”. Journal of Air Transport Management 10: 435-439.
• Parasuraman A. and Valerie A. Zeithaml, Leonard L Berry(1985). “A Conceptual Model of Service Quality and Its Implications for Future Research”. The Journal of Marketing, Vol. 49, no. 4(Autumn, 1985):41- 55.
• Parasuraman A. and Berry Leonard L.(1993). “More On Improving Service Quality Measurement”. Journal of Retailing, Vol. 69, Number 1, Spring 1993:140-147.
• Viardot Eric(1995). “Successful Marketing Strategy for High-Tech Firms”.
• Artech House, Norwood.
• Zeithaml Valerie A. and Leonard.L Berry, A. Parasuraman(1996). “The Behavioral Consequences Of Service Quality”. Vol.60, No.2 April 1996:31-46. http://www.jstor.org/stable/1251929. Erişim tarihi: 30/10/2012
• Wells, A. T. (1999). “Air Transportation A Management Perspective”. Belmont: Wadsworth Publishing Company.
• http://en.wikipedia.org/wiki/High_tech. Erişim tarihi:30/10/2012