Sustainable Airport Management and Airline Marketing

Yıl 2024, , 478 - 487, 15.05.2024

Sevgi Aydın

https://doi.org/10.34248/bsengineering.1456212

Öz

The aviation sector comprises every industry that provides direct assistance to mechanical air transportation. The aviation industry includes a variety of institutions, such as military aviation companies, aircraft manufacturers, and various commercial establishments, all of which play important roles. The analysis of airline market shares was carried out within the realm of the aviation industry. Considering the ongoing trajectory of increasing airline market shares, it is crucial for firms to commit resources towards investing in this industry. Furthermore, a thorough evaluation of the existing literature revealed a dearth of research specifically focused on airline marketing. The primary objective of this research was to address the existing gap in the literature. Sustainable airport management and business, the airline industry, business-to-business analytics in the airline sector, customer satisfaction, and customer experience were some of the facets investigated in this study. In addition, the study seeks to provide a SWOT analysis of the airline marketing strategies employed by transportation corporations.

Anahtar Kelimeler

Aviation, Airline industry, Airline marketing, Airport management, Customer satisfaction, SWOT Analysis

Kaynakça

• Acar AZ, Karabulak S. 2015. Competition between full service network carriers and low cost carriers in Turkish airline market. Procedia Soc Behav Sci, 207: 642-651.
• Agarwal I, Gowda KR. 2021. The effect of airline service quality on customer satisfaction and loyalty in India. Mater Today Proc, 37: 1341-1348.
• Ahadmotlaghi E, Pawar P. 2012. Analysis of CRM programs practiced by passengers'airline industry of India and its impact on customer satisfaction and loyalty. Res World J Arts Sci Commer, 3(2 Part 2): 119.
• Aksoy S, Atilgan E, Akinci S. 2003. Airline services marketing by domestic and foreign firms: differences from the customers’ viewpoint. J Air Transp Manag, 9(6): 343-351.
• Amaeshi KM, Crane A. 2006. Stakeholder engagement: a mechanism for sustainable aviation. Corp Soc Resp Env Ma, 13(5): 245-260.
• Aydin S, Nalbant KG, Altuntas C. 2023. Artificial intelligence in digital transformation and sustainable green marketing strategies in the European green consensus process. İmgelem, 7(13): 467-492.
• Aydin S, Nalbant KG. 2023. The significance of artificial intelligence in the realms of marketing advertising and branding inside the metaverse. J Emerg Econ Policy, 8(2): 301-316.
• Baker D. 2014. Low-cost airlines management model and customer satisfaction. Int J Econ Commer Manag, 2(9): 1-17.
• Barrett SD. 2000. Airport competition in the deregulated European aviation market. J Air Transp Manag, 6(1): 13-27.
• Ciliberto F, Murry C, Tamer E. 2021. Market structure and competition in airline markets. J Pol Econ, 129(11): 2995-3038.
• Czerny AI, Fu X, Lei Z, Oum TH. 2021. Post pandemic aviation market recovery: Experience and lessons from China. J Air Transp Manag, 90: 101971.
• Driver JC. 1999. Developments in airline marketing practice. J Marketing Pract: Appl Mark Sci, 5(5): 134-150.
• Durmaz V. 2011. Organizational change for the environmentally sustainable airport management. EMAJ: Emerg Mark J, 1(2): 13-20.
• Gminsights. 2023. Air cargo market. URL: https://www.gminsights.com/industry-analysis/air-cargo-market (accessed date: October 11, 2023).
• Ha HK, Wan Y, Yoshida Y, Zhang A. 2013. Airline market structure and airport efficiency: Evidence from major Northeast Asian airports. J Air Transp Manag, 33: 32-42.
• Holland CP, Thornton SC, Naudé P. 2020. B2B analytics in the airline market: Harnessing the power of consumer big data. Ind Mark Manag, 86: 52-64.
• Huang MH, Rust RT. 2021. A strategic framework for artificial intelligence in marketing. J Acad Mark Sci, 49v 30-50.
• Jarach D. 2001. The evolution of airport management practices: towards a multi-point multi-service marketing-driven firm. J Air Trans Manag, 7(2): 119-125.
• Jiang H, Zhang Y. 2016. An investigation of service quality customer satisfaction and loyalty in China's airline market. J Air Trans Manag, 57: 80-88.
• Karaagaoglu N, Cicek M. 2019. An evaluation of digital marketing applications in airline sector. J Hum Sci, 16(2): 606-619.
• Law CC, Zhang Y, Gow J. 2022. Airline service quality customer satisfaction and repurchase intention: Laotian air passengers’ perspective. Case Stud Transp Pol, 10(2): 741-750.
• Lytvyn V, Kowalska-Styczen A, Peleshko D, Rak T, Voloshyn V, Noennig JR, Vysotska V, Nykolyshyn L, Pryshchepa H. 2019 September. Aviation Aircraft Planning System Project Development. In: Shakhovska N, Medykovskyy MO editors. Advances in Intelligent Systems and Computing IV. CSIT 2019. Advances in Intelligent Systems and Computing, Springer, Cham, vol 1080, pp: 315-348. https://doi.org/10.1007/978-3-030-33695-0_23.
• Mhalla M. 2020. The impact of novel coronavirus (COVID-19): on the global oil and aviation markets. J Asian Sci Res, 10(2): 96.
• Nalbant KG, Aydin S, Uyanik S. 2023. Generative adversarial network and digital art interactions with metaverse marketing. Trakya Uni J Soc Sci, 25(2): 375-396.
• Nalbant KG, Aydin S. 2023. Development and transformation in digital marketing and branding with artificial intelligence and digital technologies dynamics in the metaverse universe. J Metaverse, 3(1): 9-18.
• Nalbant KG, Aydin S. 2024. Marketing strategies and benefits in the real estate industry in technologically advancing urban areas. J Urban Acad, 17(2): 606-625.
• Nalbant KG, Uyanik S. 2021. Computer vision in the metaverse. J Metaverse, 1(1): 9-12.
• Nalbant KG, Uyanik S. 2022. A look at the new humanity: metaverse and metahuman. Int J Comput, 2022: 7.
• Precedence Statistics. 2023. Aviation analytics market. URL: https://www.precedence research.com/ aviation-analytics-market (accessed date: October 23, 2023).
• Rizky H. 2023. The influence of B2B (Business to Business): and B2C (Business to Customer): Marketing strategies on how to purchase lion group aircraft tickets in the public environment. J Soc Res, 2(8): 2688-2697.
• Salah M, Abou-Shouk MA. 2019. The effect of customer relationship management practices on airline customer loyalty. J Tour Herit Serv Mark, 5(2): 11-19.
• Schneider S, Spieth P, Clauss T. 2013. Business model innovation in the aviation industry. Int J Prod Dev, 18(3-4): 286-310.
• Singh B. 2021. Predicting airline passengers’ loyalty using artificial neural network theory. J Air Transp Manag, 94 102080.
• Statista-1. 2023. Airline social media marketing budget share. URL: https://www.statista.com/statistics/368606/airline-social-media-marketing-budget-share/ (accessed date: November 9, 2023).
• Statista-2. 2023. Domestic market share of leading us airlines. URL: https://www.statista.com/statistics/250577/domestic-market-share-of-leading-us-airlines/ (accessed date: November 15, 2023).
• Stone M, Aravopoulou E, Ekinci Y, Evans G, Hobbs M, Labib A, Laughlin P, Machtynger J, Machtynger L. 2020. Artificial intelligence (AI): in strategic marketing decision-making: a research agenda. The Bot Lin, 33(2): 183-200.
• Suzuki Y, Tyworth JE, Novack RA. 2001. Airline market share and customer service quality: a reference-dependent model. Transp Res Part A: Pol Pract, 35(9): 773-788.
• Tahanisaz S, Shokuhyar S. 2020. Evaluation of passenger satisfaction with service quality: A consecutive method applied to the airline industry. J Air Trans Manag, 83: 101764.
• Vasigh B, Fleming K, Tacker T. 2018. Introduction to air transport economics: from theory to applications. Routledge.
• Wagner CM, Sweeney E, Smyth A. 2004. A new hub in the aviation industry: towards an integration of B2B e-marketplaces in the airline industry. Working Paper. In The Purchasing Function: Walking a Tightrope, Proceedings of the 13th International Purchasing and Supply Education and Research Association (IPSERA) Conference, Catania, Italy, 10-13nApril, pp: 730-741.
• Zaharia SE, Pietreanu CV, Pavel AP, Boc RE. 2021. Globalization of airport management groups. In: Pamfilie R, Dinu V, Tăchiciu L, Pleșea D, Vasiliu C, editors. 2021. 7th BASIQ International Conference on New Trends in Sustainable Business and Consumption, Foggia, Italy, 3-5 June 2021, pp: 698-704
• Zhang L, Yang H, Wang K, Bian L, Zhang X. 2021. The impact of COVID-19 on airline passenger travel behavior: An exploratory analysis on the Chinese aviation market. J Air Transp Manag, 95: 102084.