Havayolu İşletmelerinde Yolcu Memnuniyetinin LOPCOW-AROMAN Modeliyle Analizi: Star Alliance Stratejik Ortaklığı Uygulaması

Yıl 2024, Sayı: 81, 168 - 189, 26.07.2024

Mahmut Bakır Ferhat İnce

https://doi.org/10.51290/dpusbe.1432572

Öz

Havacılık sektöründe müşteri memnuniyeti işletme başarısı üzerinde kritik bir role sahiptir. Pandemi sonrası tüketici beklentilerinin değişmesiyle birlikte, havayolu işletmelerinin performansının izlenmesi ve geliştirilmesi giderek daha önemli hale gelmiştir. Bu çalışma, Star Alliance stratejik ortaklığına odaklanarak yolcu memnuniyeti bakımından havayolu işletmelerinin performanslarını incelemeyi amaçlamaktadır. Bu doğrultuda, yolcu memnuniyetini ölçmek için Skytrax’ın çevrimiçi yolcu değerlendirmelerinden elde edilen ikincil veriler kullanılmıştır. Çalışmada, memnuniyet kriterlerinin önem düzeylerini belirlemek için LOPCOW yöntemi ve havayolu alternatiflerinin performanslarını sıralamak için AROMAN yöntemi olmak üzere Çok Kriterli Karar Verme yöntemleri (ÇKKV) kullanılmıştır. Bulgular, en önemli memnuniyet kriterlerinin sırasıyla yiyecek ve içecek, fiyat-fayda dengesi ve kabin ekibi hizmeti olduğunu ortaya koymuştur. Ayrıca, en yüksek yolcu memnuniyetine sahip havayolu işletmesinin Air New Zealand olduğu belirlenmiştir. Son olarak, elde edilen sıralamanın tutarlılığını test etmek amacıyla iki aşamalı duyarlılık analizi gerçekleştirilmiş ve sıralamanın büyük ölçüde tutarlı olduğu gözlemlenmiştir. Bu çalışma, havayolu işletmelerine pandemi sonrası dönemde performanslarını değerlendirmek için güçlü ve tutarlı bir model sağlamaktadır.

Anahtar Kelimeler

Havayolları, Müşteri memnuniyeti, ÇKKV, LOPCOW, AROMAN

Analysis of Passenger Satisfaction in Airlines Using the LOPCOW-AROMAN Model: An Application of Star Alliance Strategic Partnership

Öz

In the aviation industry, customer satisfaction plays a critical role in business success. As consumer expectations change post-pandemic, monitoring and improving the performance of airlines is becoming increasingly important. As such, this study aims to examine the performance of airlines in terms of passenger satisfaction, focusing on the Star Alliance strategic network. To this end, secondary data obtained from online passenger reviews by Skytrax was used to measure passenger satisfaction. In the study, Multi Criteria Decision-Making methods (MCDM) were used, namely the LOPCOW method to determine the importance levels of satisfaction criteria and the AROMAN method to rank the performance of airline alternatives. The findings revealed that the most important satisfaction criteria are foods and beverages, value for money, and cabin staff service, respectively. In addition, Air New Zealand was identified as the airline with the highest passenger satisfaction. Finally, a rigorous two-stage sensitivity analysis was conducted to test the consistency of the ranking, and it was concluded that the ranking was largely consistent. This study provides airlines with a robust and consistent model for evaluating their performance in the post-pandemic period.

Anahtar Kelimeler

Airlines, Customer satisfaction, MCDM, LOPCOW, AROMAN

Kaynakça

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