HAVAYOLU İŞLETMELERİNİN, “X, Y, Z” KUŞAKLARINA SUNDUĞU PAZARLAMA HİZMET KALİTESİNİN ALGISI VE MEMNUNİYETİNE ETKİSİNE YÖNELİK BİR ARAŞTIRMA

Yıl 2025, Cilt: 4 Sayı: 1, 85 - 105, 26.06.2025

Dr. Zülal Günal , İzzet Gümüş

https://doi.org/10.70756/anameud.1642510

Öz

Bu çalışmanın temel amacı, havayolu işletmelerinin, “X, Y, Z” kuşaklarına sunduğu pazarlama hizmet kalitesinin algısı ve memnuniyetine etkisinin ampirik bir çalışma ile ortaya konulmasıdır. Bilindiği üzere havayolu işletmeciliği, insanlar ve eşyanın en kısa zamanda, en ucuz ve emniyetli bir şekilde taşınması olarak tanımlanmıştır. Bir havayolu işletmesinin dünyada parmakla gösterilen hizmet anlayışına sahip olması gereği en önemli vizyonu olarak bilinirken; uçuş emniyeti, güvenirliliği ile birlikte geniş yelpazede kaliteli hizmet sunma başarısının sağlanması misyon olarak ifade edilmektedir. Havayolu işletmelerinin birincil hedefi kaliteli hizmet sunarak müşteri memnuniyetinin sağlanmasıdır. En önemli müşteri portföyünü “X, Y, Z” kuşakları oluşturmaktadır. Saha çalışması olarak İstanbul Hava Limanı’ndan uçuş yapan yolcular seçilmiştir. Ayrıca, bu çalışma ile “X, Y, Z” kuşaklarını temsil eden yolcuların, genel seyahat memnuniyetleri üzerinde etkili olan faktörlerin önem sıraları belirlenerek işletmelerin kıt kaynaklarını hizmet kalitesi boyutlarına göre ne şekilde dağıtmaları gerektiği ve bunun genel memnuniyet üzerinde etkilerinin tespit edilmesine ilişkin önemli ipuçlarının elde edilmesi mümkün olacaktır. Araştırmada “Servqual” Yöntemi kullanılmıştır. Araştırma sonucunda yolcuların kalite algısı ile ilgilenmediği tespit edilmiştir. Bu nedenle, İstanbul Hava Limanı ile ilgili öneriler geliştirilerek havayolu işletme yönetimine yeni stratejilerin belirlenmesi için veri teşkil edecek ve yeni akademik araştırmalara hipotez konusu olacak sonuçlar paylaşılmıştır.

Anahtar Kelimeler

Havayolu işletmeleri , x,y,z kuşağı , pazarlama hizmeti , kalite algısı , İstanbul Hava Limanı

A STUDY ON THE EFFECT OF MARKETING SERVICE QUALITY OFFERED BY AIRLINES TO “X, Y, Z” GENERATIONS ON THEIR PERCEPTION AND SATISFACTION

Öz

The main purpose of this study is to reveal the effect of the marketing service quality offered by airline companies to the “X, Y, Z” generations. While the need for an airline company to have a service concept that is distinguished in the world is known as its most important vision; the success of providing a wide range of quality services together with flight safety and reliability is expressed as a mission. The most important customer portfolio consists of “X, Y, Z” generations. Passengers flying from Istanbul Airport were selected as the field study. In addition, it will be possible to obtain important clues about how businesses should distribute their scarce resources according to service quality dimensions and the effects of this on general satisfaction by determining the importance order of the factors affecting the general travel satisfaction of passengers. The “Servqual” Method was used in the research. As a result of the research, it was determined that passengers were not interested in quality perception. Therefore, suggestions were developed regarding Istanbul Airport and the results that will constitute data for determining new strategies for airline business management and will be the subject of hypotheses for new academic research were shared.

Anahtar Kelimeler

Airline companies , x,y,z generation , marketing service , quality and perception , İstanbul Airport

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