RELATIVE CORPORATE REPUTATIONS OF AIRLINE COMPANIES: TURKISH AIRLINES VERSUS PEGASUS

Öz

Corporate reputation is the net perception of a company’s ability to meet the expectations of all its stakeholders. It is assessed by means of sub-dimensions classified as customer orientation, good employer, reliable and financially strong company, product/ service quality, social and environmental responsibility. The aims of this research are to evaluate corporate reputations of Turkish Airlines and Pegasus depending on the perceptions of three primary stakeholder groups –employee of competitor, employee of corporate, customer- and to ascertain whether there is any statistically meaningful difference among them. According to this, Corporate Reputation Scale was conducted to 191 participants in Ankara, by means of purposive and convenience sampling methods. Results demonstrated that the corporate reputation of Pegasus is perceived more reputable than Turkish Airlines and the most important dimension is employer image. The stakeholder group who has the most positive attitude towards both brands is corporates’ employees. Moreover, employees of Pegasus believe that Turkish Airlines reputation is more powerful and they display a similar attitude with Turkish airlines’ customers. Turkish Airlines has a stronger employer brand image compared to Pegasus even though it has relatively a poor corporate reputation.

Anahtar Kelimeler

• Corporate Reputation,Stakeholder,Airline Company,Turkey

Havayolu İşletmelerinin Karşılaştırmalı Kurumsal İtibarı: THY ve Pegasus

Öz

Kurumsal itibar, tüm paydaşların beklentilerinin karşılanma düzeyinin algılanışıdır. Bu beklentilerin karşılanma düzeyi; müşteri odaklılığı, iyi işveren, güvenilir ve finansal açıdan güçlü işletme, ürün kalitesi, sosyal ve çevresel sorumluluklar olarak sınıflandırılan alt boyutlarla değerlendirilmektedir. Bu araştırmanın amacı Türk havayolu işletmelerinin kurumsal itibarının işletme çalışanları, rakip işletme çalışanları ve müşteriler olmak üzere 3 temel paydaş grubuna göre karşılaştırmalı olarak değerlendirilmesi ve paydaşlar arasında farklı bir algılama olup olmadığının saptanmasıdır. Buna göre, Kurumsal İtibar Ölçeği amaçlı ve kolayda örnekleme yöntemleri kullanılarak Ankara ilinde 191 kişiye uygulanmıştır. Sonuç olarak, Pegasus’un kurumsal itibarının THY’ninkinden daha olumlu olarak algılandığı ve bu algıyı etkileyen en önemli boyutun “iyi işveren” boyutu olduğu tespit edilmiştir. Her iki işletme için de en olumlu görüş bildiren paydaş, işletmelerin kendi çalışanlarıdır. Pegasus çalışanları THY işletmesini daha itibarlı olarak görmekte ve THY müşterileri ile benzer yaklaşımlar sergilemektedir. THY çalışanları ise Pegasus müşterilerine kıyasla, Pegasus işletmesinin itibarını daha zayıf görmektedir.

Anahtar Kelimeler

• Kurumsal itibar,Paydaş,Havayolu İşletmesi,Türkiye

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