Evaluation of Airline Lounge Services Using Hybrid MCDM Model

Öz

Airline lounge services have strategic importance in shaping airline consumer experiences and achieving brand loyalty for competitive advantage. Therefore, this study examines the strategic role of lounge services on customer satisfaction and brand preferences in the airline industry using a hybrid multi-criteria decision-making (MCDM) approach. Lounge service criteria determined by Skytrax were weighted using the Entropy method based on 1,868 consumer reviews, and the world's leading airline brands were ranked using the Weighted Aggregated Sum Product Assessment (WASPAS) method. The findings indicate that catering and staff services are the most important evaluation criteria for airline consumers, while Wi-Fi service is the weakest important to be improved. This highlights the importance of people-centered services in brand differentiation. The high rankings of brands in both this study and Skytrax rankings confirm the critical impact of lounge service quality on brand reputation and customer loyalty. By integrating big data and MCDM methods, the study offers the industry an objective and dynamic evaluation framework.

Anahtar Kelimeler

• airline
• consumer behavior
• lounge
• service quality
• hybrid MCDM

Destekleyen Kurum

The author(s) declared that this study has received no financial support.

Etik Beyan

The authors have no conflict of interest to declare

Havayolu Lounge Hizmetlerinin Hibrit MCDM Modeli Kullanılarak Değerlendirilmesi

Öz

Havayolu lounge hizmetleri, havayolu tüketici deneyimlerini şekillendirmede ve rekabet avantajı için marka sadakati elde etmede stratejik öneme sahiptir. Bu nedenle, bu çalışma, havayolu endüstrisinde lounge hizmetlerinin müşteri memnuniyeti ve marka tercihleri üzerindeki stratejik rolünü hibrit çok kriterli karar verme (MCDM) yaklaşımı kullanarak incelemektedir. Skytrax tarafından belirlenen lounge hizmet kriterleri, 1.868 tüketici yorumuna dayanan Entropi yöntemi kullanılarak ağırlıklandırılmış ve dünyanın önde gelen havayolu markaları Ağırlıklı Toplam Ürün Değerlendirmesi (WASPAS) yöntemi kullanılarak sıralanmıştır. Bulgular, ikram ve personel hizmetlerinin havayolu tüketicileri için en önemli değerlendirme kriteri olduğunu, Wi-Fi hizmetinin ise iyileştirilmesi gereken en zayıf kriter olduğunu göstermektedir. Bu, marka farklılaştırmasında insan merkezli hizmetlerin önemini vurgulamaktadır. Gerek bu çalışmadaki gerekse Skytrax sıralamalarındaki markaların yüksek sıralamaları, lounge hizmet kalitesinin marka itibarı ve müşteri sadakati üzerindeki kritik etkisini doğrulamaktadır. Büyük veri ve MCDM yöntemlerini entegre eden mevcut araştırmanın sonuçları sektöre objektif ve dinamik bir değerlendirme çerçevesi sunmaktadır.

Anahtar Kelimeler

• havayolu
• tüketici davranışı
• lounge
• hizmet kalitesi
• hibrit MCDM

Destekleyen Kurum

Yazar(lar) bu çalışma için finansal destek almadığını beyan etmiştir

Etik Beyan

Yazar(lar) çıkar çatışması bildirmemiştir

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