The Relationship between Brand Loyalty and Attachment Styles: A Research Model Proposal on the Turkish Civil Aviation Industry

Yıl 2024, , 42 - 55, 14.06.2024

Ceren Boyraz , Çağla Naz Gençoğlu , Pınar Türüt

https://doi.org/10.26650/hfaa.2024.1468721

Öz

Brand loyalty has become an important issue in today’s competitive business environment. Especially in the Turkish civil aviation sector, it is observed that brand loyalty plays a vital role in the success of airline companies in a rapidly developing and competitive environment. In this competitive environment, there is a necessity to establish emotional connections with customers to excel among rival firms by leveraging existing conditions effectively. Particularly, when individuals identify with a brand and establish a connection, their levels of loyalty increase, directly impacting company success. The main purpose of this study is to examine the relationship between brand loyalty and attachment styles in the Turkish civil aviation sector. In this context, it is planned to collect data through questionnaires from a sample of volunteer participants aged 18 and over who have previously traveled with airline companies. Based on the findings of this study, it is expected to find a significant relationship between brand loyalty and the attachment styles of airline passengers. This study aims to provide a new perspective on brand management and brand loyalty in the aviation sector, contributing significantly to the literature. At the same time, the findings are planned to be used in making sector-specific strategic decisions and formulating marketing strategies in the studies to be obtained by using the model.

Anahtar Kelimeler

Brand loyalty, Attachment styles, Turkish civil aviation, Airline companies

Marka Sadakati ile Bağlanma Stilleri Arasındaki İlişki: Türk Sivil Havacılık Sektörü Üzerine Bir Araştırma Modeli Önerisi

Öz

Marka sadakati, günümüz rekabetçi iş ortamında fazlasıyla önemli bir konu haline gelmiştir. Özellikle Türk sivil havacılık sektöründe, hızla gelişen ve rekabetin yoğun olduğu bir ortamda marka sadakatinin, havayolu şirketlerinin başarısında hayati bir rol oynadığı gözlemlenmektedir. Yoğun rekabetin yaşandığı bu ortamda, rakip firmalardan daha iyi olabilmek için mevcut şartları iyi kullanma zorunluluğu nedeniyle müşterilerle duygusal bağ kurmaya özen gösterilmesi gerekmektedir. Özellikle insanlar marka ile özdeşleştiklerinde ve onunla bağ kurduklarında sadakat düzeyleri artmakta ve bu da şirket başarısını doğrudan etkilemektedir. Bu çalışmanın temel amacı, Türk sivil havacılık sektöründe marka sadakati ile bağlanma stilleri arasındaki ilişkiyi derinlemesine incelemektir. Bu çerçevede, daha önce havayolu şirketlerinde seyahat deneyimi yaşamış 18 yaş ve üzeri gönüllü katılımcılardan oluşan bir örneklem üzerinden anketler aracılığı ile veri toplanması düşünülmüştür. Bu çalışmadan elde edilmesi hedeflenen bulgulara dayanarak, havayolu yolcularının marka sadakati ile bağlanma stilleri arasında anlamlı bir ilişki bulunması beklenmektedir. Bu çalışma, havacılık sektöründeki marka yönetimi ve marka sadakati konularında yeni bir bakış açısı sunmayı ve literatüre önemli bir katkı sağlamayı hedeflemektedir. Aynı zamanda, modelin kullanılmasıyla yürütülecek çalışmalarda elde edilecek bulguların, sektöre özgü stratejik kararların alınmasında ve pazarlama stratejilerinin oluşturulmasında kullanılması planlanmaktadır.

Anahtar Kelimeler

Marka sadakati, Bağlanma stilleri, Türk sivil havacılık, Havayolu şirketleri

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