Comparative Network Efficiency Analysis of the Airlines in Turkey After Deregulation

Yıl 2024, Cilt: 9 Sayı: 1, 185 - 218, 29.02.2024

Murat Ahmet Doğan , Ebül Muhsin Doğan , Miraç Eren

https://doi.org/10.25229/beta.1361311

Öz

Deregulation has significantly developed the civil air transport industry in an ever-globalizing world. Even though deregulation has caused significant structural transformations in airline companies, the effect of deregulation effect on the production, marketing efficiency, and competitiveness of airline carriers worldwide, especially in Turkey, has not been fully revealed yet. Therefore, this study aims to analyze the efficiency of Turkish air carriers after the deregulation process in Turkish civil aviation by dividing the efficiency into production and market efficiency. Production and marketing efficiencies of airlines were estimated using the window network data envelopment analysis methodology. Efficiency analysis results showed production efficiency at 0.887, marketing efficiency at 0.764, and system efficiency at 0.796. Results also indicate that low-cost airlines have a higher production efficiency score (0.918) than full-service airlines (0.825). In comparison, the marketing efficiency of full-service airlines (0.879) is higher than that of low-cost carriers (0.708). The study determined that the system efficiency does not change according to the business model. The system efficiency score of the full-service provider airlines with a larger market share is higher and more balanced. The close and dynamic monitoring of the air transport market and the continuation of operations under a business model incorporating an appropriate marketing mix will increase the marketing efficiency of the airlines.

Anahtar Kelimeler

Airline efficiency, Network DEA, Window analysis, Production-marketing efficiencies

Serbestleşme Sonrası Türkiye'deki Havayollarının Karşılaştırmalı Ağ Etkinliği Analizi

Öz

Serbestleşme/Deregülasyon, giderek küreselleşen dünyada sivil hava taşımacılığı sektörünü önemli ölçüde geliştirmiştir. Her ne kadar serbestleşme havayolu işletmelerinde önemli yapısal dönüşümlere neden olsa da deregülasyonun dünya genelinde ve özellikle Türkiye'de havayolu şirketlerinin üretim, pazarlama verimliliği ve rekabet gücü üzerindeki etkisi henüz tam olarak ortaya konmamıştır. Bu nedenle bu çalışma, Türk sivil havacılığındaki serbestleşme süreci sonrasında Türk havayolu işletmelerinin etkinliğini, üretim ve pazar etkinliği olarak ikiye ayırarak analiz etmeyi amaçlamaktadır. Havayolu şirketlerinin üretim ve pazarlama etkinlikleri pencere ağı veri zarflama analizi metodolojisi kullanılarak tahmin edilmiştir. Etkinlik analizi sonuçları üretim etkinliğinin 0.887, pazarlama etkinliğinin 0.764 ve sistem etkinliğinin 0.796 olduğunu göstermiştir. Sonuçlar ayrıca düşük maliyetli havayolu şirketlerinin tam hizmet veren havayolu şirketlerinden (0.825) daha yüksek bir üretim etkinliği skoruna (0.918) sahip olduğunu göstermektedir. Buna karşılık, tam hizmet sunan havayolu işletmelerinin pazarlama etkinliği (0,879) düşük maliyetli taşıyıcılarınkinden (0,708) daha yüksektir. Çalışmada, sistem etkinliğinin iş modeline göre değişmediği de tespit edilmiştir. Pazar payı yüksek olan tam hizmet sağlayıcı havayollarının sistem etkinliği skoru daha yüksek ve daha dengelidir. Hava taşımacılığı pazarının yakından ve dinamik bir şekilde izlenmesi ve uygun bir pazarlama karması içeren bir iş modeli altında faaliyetlerin sürdürülmesi, havayollarının pazarlama etkinliğini artırmasına imkân sunabilir.

Anahtar Kelimeler

Havayolu Etkinliği, Ağ VZA, Üretim-Pazarlama Etkinliği

Kaynakça

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