The Concept of Low-Cost Airline Transportation: Definition and Meaning
Year 2019,
Volume: 5 Issue: 1, 73 - 91, 13.05.2019
Akın Akpur
Burhanettin Zengin
Abstract
The purpose of this study is to measure the quality perception of in-flight services for the passengers. For that purpose, the service quality performances of the two biggest Turkish low-cost airlines were evaluated within the scope of the study. The study was designed quantitatively, and the survey technique was used to collect data. The data was obtained with convenient sampling method by involving 608 participants using the package program. In the analysis, factor, frequency and reliability analysis, t-test, and oneway ANOVA tests were used. According to the results of the study, both of the Turkish low-cost airlines have high service quality scores. Another conclusion of the study is that the demographic differences are not a determinant in airline service quality perception
Supporting Institution
The authors received no financial support for this work.
References
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- Hatipoglu, S., & Isik, E. S. (2015). Havayolu ulaşımında hizmet kalitesinin ölçülmesi: iç hatlarda bir uygulama. Kahramanmaraş Sütçü İmam Üniversitesi Sosyal Bilimler Dergisi, 12(2), 293– 312. ICAO, (2016, 12 04).
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- Jain, S. K., & Gupta, G. (2004). Measuring service quality: servqual vs. servperf scales. Vikalpa, 29(2), 25–38.
- Kazancoglu, İ. (2011). Havayolu firmalarında müşteri sadakatinin yaratılmasında kurum imajının ve algılanan hizmet kalitesinin etkisi [The Effects of Firm Image and Perceived Service Quality for Customer Loyalty in Airlines] Akdeniz İ.İ.B.F. Dergisi, 21, 130–158.
- Kilic, B., & Eleren, A. (2009). Turizm sektöründe hizmet kalitesi ölçümü üzerine bir literatür araştırması [A Literature Review on Service Quality Measurement in Tourism]. Alanya İşletme Fakültesi Dergisi, 1(1), 91–118.
- Kim, Y. K., & Lee, H. R. (2011). Customer satisfaction using low cost carriers. Tourism Managment, 32(2), 235–243.
- Kocoglu, C. M., & Aksoy, R. (2012). Hizmet kalitesinin servperf yöntemi ile ölçülmesi: otobüs işletmeleri üzerinde bir uygulama [The Measurement of Service Quality by Means of Servperf Method: An Application on The Bus Companies]. Akademik Bakış Dergisi (29), 1–25.
- Ladhari, R., Pons, F., Bressolles, G., & Zins, M. (2011). Culture and personal values: How they influence perceived service quality. Journal of Bussiness Research, 64(9), 951–957.
- Leech, N. L., Barrett, K. C., & Morgan, G. A. (2005). SPSS for Intermediate Statistics: Use and Interpretation (2. b.). New Jersey: Lawrence Erlbaum Associates, Inc.
- Murray, K. B., & Schlacter, J. L. (1990). The impact of services versus goods on consumers’ assesment of perceived risk and variability. Journal of the Academy of Marketing Science, 18(1), 51–65.
- Okumus, A., & Asil, H. (2007). Havayolu taşımacılığında yerli ve yabancı yolcuların memnuniyet düzeylerine göre beklentilerinin incelenmesi [Investigation of Expectations of Domestic and Foreign Passengers According to Satisfaction Levels in Airline Transportation]. Kocaeli Üniversitesi Sosyal BilimlerEnstitüsü Dergisi , 1(13), 152–175.
- Parasuraman, A., Zeithaml, V. A., & Berry, L. B. (1985). A conceptual model of service quality and its implications for future research. The Journal of Marketing, 49(4), 41–50.
- Parasuraman, A., Zeithmal, V. A., & Berry, L. L. (1988). Servqual: A multi item scale for measuring consumer perception of service quality. Journal of Retailing, 64(11), 12–37.
- Pekkaya, M., & Akilli, F. (2013). Hava yolu hizmet kalitesinin servperf-servqual ölçeği ile değerlendirmesi ve istatistiksel analizi. [Statistical Analysis And Evaluation Of Airline Service Quality By Servperf-Servqual Scale]. AİBÜ-İİBF Ekonomik ve Sosyal Araştırmalar Dergisi, 1(9), 75–96.
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- Vieira, J., Câmara, G., Silva, F., & Santos, C. (2019). Airline choice and tourism growth in the Azores. Journal of Air Transport Management, (77), 1–6.
- Yildiz, O., & Erdil, T. S. (2013). Türkiye havayolu taşimaciliği sektöründe hizmet kalitesinin karşilaştirilmali ölçümlenmesi [Comparative Measuring of Service Quality in The Passenger Carriage of Turkish Airlines Industry]. Öneri Dergisi, 10(39), 89–100.
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Year 2019,
Volume: 5 Issue: 1, 73 - 91, 13.05.2019
Akın Akpur
Burhanettin Zengin
References
- Alpar, R. (2017). Çok değişkenli istatistiksel yöntemler. [ Multivariate Statistical Methods] (5. ed.). Ankara: Detay Yayınları.
- Altan, S., & Atan, M. (2004). Bankacılık sektöründe toplam hizmet kalitesinin SERVQUAL analizi ile ölçümü [Measurement of Total Service Quality in The Banking Sector with SERVQUAL Analysis]. Gazi Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 1, 17–32.
- Alrawadieh, Z., Cetin, G., Dincer, M. Z., & Istanbullu Dincer, F. (2019). The impact of emotional dissonance on quality of work life and life satisfaction of tour guides. The Service Industries Journal, 1–15.
- Altunisik, R., & Karatas, A. (2015). Turizm işletmeleri ve pazarlama stratejileri [Tourism Administra- tions and Marketing Strategies] B. Zengin, & S. Demirkol in., Turizm İşletmeleri (3. b., s. 543–563). İstanbul: Değişim Yayınları.
- Ardic, K., & Sadaklioğlu, H. (2009). Şehirleraras Yolcu taşimaciliğinda hizmet kalitesinin ölçümü: Tokat örneği [Measurement of Service Quality in Public Transportation: Tokat Case]. Atatürk Üniversitesi İktisadi ve İdari Bilimler Dergisi, 23(3), 167–187.
- Aydin, K., & Yildirim, S. (2012). The Measurement of Service Quality with Servqual for Different Domestic Airline Firms in Turkey. Serbian Journal of Managment, 7 (2), 219-230.
- Bulbul, H., & Demirer, Ö. (2008). Hizmet Kalitesi Ölçüm Modelleri Servqual ve Servperf’in Karşılaştırılmalı Analizi [Quality of Service Measurement Models: Comparative Analysis of Servqual And Servperf]. Selçuk Üniversitesi Sosyal Bilimleri Enstitüsü Dergisi (20), 181–198.
- Baker, D. M. (2013). Service quality and customer satisfaction in the airline industry: In comparison between legacy airlines and low-cost airlines. American Journal of Tourism Research, 2(1), 67–77.
- Belobaba, P., Odoni, A., & Barnhart, C. (2016). The Global Airline Industry (2. b.). Chichester: John Wiley & Sons, Ltd. Bhattacharjee, C. (2006). Services marketing: Concepts, planning and implementation. New Delhi: Excel Books.
- Bjelicic, B. (2007). The bussiness model of low cost airlines-past, present, future. S. Gross, & A. Schröder içinde, Handbook of Low Cost Airlines (s. 16). Göttingen: Erich Schmidt Verlag GmbH.
- Brady, M. K., & Cronin., J. J. (2001). Some new thoughts on conceptualizing perceived service Quality: a hierarchical approach. Journal of Marketing (65), 34–49.
- Brown, S. W., Gummesson, E., Edvardsson, B., & Gustavsson, B. (1991). service quality: multidisciplinary and multinational perspectives. Lexington: Lenxington Books.
- Caber, M. (2018). Customer-Based Market Positions of Domestic Airlines in Turkey. Journal of Tourismology, 4(1), 9–19.
- Cento, A. (2008). The Airline Industry. Heidelberg: Springer. Cetin, G., Akova, O., Gursoy, D., & Kaya, F. (2016). Impact of Direct Flights on Tourist Volume: Case of Turkish Airlines. Journal of Tourismology, 2(2), 36–50.
- Chen, Y.-H., Tseng, M.-L., & Lin, R.-J. (2011). Evaluating The Customer Perceptions on In-Flight Service Quality. African Journal of Bussiness Managment, 5(7), 28–54.
- Chiou, Y. C., & Chen, Y. H. (2010). Factors influencing the intentions of passengers regarding full service and low cost carriers: A note. Journal of Air Transport Managment, 16(4), 79–87.
- Cronin, J. J., & Taylor, S. A. (1994). Servperf versus servqual: Reconciling performance-based and perceptions-minus-exceptions measurement of service quality. Journal of Marketing, 58(1), 125–131.
- De Esteban, J., Cetin, G., & Antonovica, A. (2015). Theory of knowledge of tourism: A sociological and epistemological reflection. Journal of Tourismology, 1(1), 2–15.
- Demirçiftçi, T., Cetin, G., & Bilgihan, A. (2017). Coping with RM challenges in hospitality education. Journal of Revenue and Pricing Management, 16(5), 499–512.
- DGCA. (2016, 11 30). Shgm WebCite: http://web.shgm.gov.tr/tr/havacilik-personeli/2138-kabinmemuru
- Doganis, R. (2006). The Airline Bussiness (2. b.). New York: Mpg Books. ELFAA: European Low Fares Airline Assocation. (2016, 12 13).
- ELFAA WebCite: http://www. elfaa.com /documents/ELFAABenefitsofLFAs2004.pdf
- Forgas, S., Moliner, M. A., Sanchez, J., & Palau, R. (2010). Antecedents of airline passenger loyalty: Low-cost versus traditional airlines. Journal of Air Transport Managment, 16(4), 229–233.
- Francis, G., Fidato, A., & Humphreys, I. (2003). Airport–airline interaction: The impact of low-cost carriers on two European airports. Journal of Air Transport Managment, 9(4), 267–273.
- Garga, E., & Bambale, A. J. (2016). The impact of service quality on costumer patronage; mediating effects of switching cost and customer satisfaction. International Journal of Global Bussiness, 9(1), 39–58.
- Gillen, D., & Morrison, W. (2003). Bundling, integration and the delivered price of air travel: are low cost carriers full service competitors? Journal of Air Transport Managment, 9(1), 15–23.
- Gumus, S., & Tutuncu, M. (2012). Hizmet, hizmet pazarlaması, türkiye’de bireysel emeklilik sistemi ve pazarlama stratejisi. [Service, Service Marketing, Private Pension System And Marketing Strategies In Turkey] İstanbul: Hiperlink.
- Guven, M., & Celik, N. (2012). Analitik hiyerarşi süreci yöntemi ile otel işletmelerinde hizmet kalitesini değerlendirme: Bartın örneği [Evaluation of Service Quality in Hotel Enterprises with Analytic Hierarchy Process Method: The Case Of Bartin]. Uluslararası Yönetim İktisat ve İşletme Dergisi, 3(6), 1-20.
- Hatipoglu, S., & Isik, E. S. (2015). Havayolu ulaşımında hizmet kalitesinin ölçülmesi: iç hatlarda bir uygulama. Kahramanmaraş Sütçü İmam Üniversitesi Sosyal Bilimler Dergisi, 12(2), 293– 312. ICAO, (2016, 12 04).
- ICAO WebCite: http://www.icao.int/Meetings/STA10/Documents/Sta10_ Wp007_en.pdf IATA, (2017, 11 26).
- IATA Annual Review 2016: http://www.iata.org/about/Documents/iataannual-review-2016.pdf
- İbik, Ö. A. (2006). Rekabet Ortamında Hizmet Kalitesinin Önemi ve Bir Havayolu İşletmesinde Hizmet Kalitesinin Gerçekleştirilmesine Yönelik Bir Uygulama Basılmamış Yüksek Lisans Tezi [The Importance Of Service Quality In Competitive Environment and An Application Towards The Realization of Service Quality In An Airlines Corporate]. Kocaeli Üniversitesi Fen Bilimleri Enstitüsü.
- Jain, S. K., & Gupta, G. (2004). Measuring service quality: servqual vs. servperf scales. Vikalpa, 29(2), 25–38.
- Kazancoglu, İ. (2011). Havayolu firmalarında müşteri sadakatinin yaratılmasında kurum imajının ve algılanan hizmet kalitesinin etkisi [The Effects of Firm Image and Perceived Service Quality for Customer Loyalty in Airlines] Akdeniz İ.İ.B.F. Dergisi, 21, 130–158.
- Kilic, B., & Eleren, A. (2009). Turizm sektöründe hizmet kalitesi ölçümü üzerine bir literatür araştırması [A Literature Review on Service Quality Measurement in Tourism]. Alanya İşletme Fakültesi Dergisi, 1(1), 91–118.
- Kim, Y. K., & Lee, H. R. (2011). Customer satisfaction using low cost carriers. Tourism Managment, 32(2), 235–243.
- Kocoglu, C. M., & Aksoy, R. (2012). Hizmet kalitesinin servperf yöntemi ile ölçülmesi: otobüs işletmeleri üzerinde bir uygulama [The Measurement of Service Quality by Means of Servperf Method: An Application on The Bus Companies]. Akademik Bakış Dergisi (29), 1–25.
- Ladhari, R., Pons, F., Bressolles, G., & Zins, M. (2011). Culture and personal values: How they influence perceived service quality. Journal of Bussiness Research, 64(9), 951–957.
- Leech, N. L., Barrett, K. C., & Morgan, G. A. (2005). SPSS for Intermediate Statistics: Use and Interpretation (2. b.). New Jersey: Lawrence Erlbaum Associates, Inc.
- Murray, K. B., & Schlacter, J. L. (1990). The impact of services versus goods on consumers’ assesment of perceived risk and variability. Journal of the Academy of Marketing Science, 18(1), 51–65.
- Okumus, A., & Asil, H. (2007). Havayolu taşımacılığında yerli ve yabancı yolcuların memnuniyet düzeylerine göre beklentilerinin incelenmesi [Investigation of Expectations of Domestic and Foreign Passengers According to Satisfaction Levels in Airline Transportation]. Kocaeli Üniversitesi Sosyal BilimlerEnstitüsü Dergisi , 1(13), 152–175.
- Parasuraman, A., Zeithaml, V. A., & Berry, L. B. (1985). A conceptual model of service quality and its implications for future research. The Journal of Marketing, 49(4), 41–50.
- Parasuraman, A., Zeithmal, V. A., & Berry, L. L. (1988). Servqual: A multi item scale for measuring consumer perception of service quality. Journal of Retailing, 64(11), 12–37.
- Pekkaya, M., & Akilli, F. (2013). Hava yolu hizmet kalitesinin servperf-servqual ölçeği ile değerlendirmesi ve istatistiksel analizi. [Statistical Analysis And Evaluation Of Airline Service Quality By Servperf-Servqual Scale]. AİBÜ-İİBF Ekonomik ve Sosyal Araştırmalar Dergisi, 1(9), 75–96.
- Rhoden, S., Ralston, R., & Ineson, E. M. (2008). Cabin crew training to control dispruptive airline passenger behavior: a cause of tourism concern? Tourism Managment, 29, 538–547.
- Rust, R. T., & Oliver, R. L. (1994). Service Quality: Insights and Managerial Implications from the Frontier. R. T. Rust, & R. L. Oliver içinde, Service Quality: New Directions in Theory and Practice (s. 1-20). Thousand Oaks: Sage Publications, Inc.
- Sarilgan, A. E. (2011). Türkiye’de bölgesel havayolu taşımacılığının geliştirilmesi için gerekenler [The Requirements of Developing the Regional Airline Transportation in Turkey]. Anadolu Üniversitesi Sosyal Bilimler Dergisi, 11(1), 69–88.
- Suer, İ. (2014). Pazarlama ilkeleri. [The Principals of Marketing]. Ankara: Nobel Akademik Yayıncılık.
- Tasci, D., & Yalcinkaya, A. (2015). Havayolu sektröründe yenibir iş modeli: bağlı düşük maliyetli havayolu (airline within airline) modeli ve anadolujet örneği bağlamında bir karşılaştırma [A New Business Model in the Airline Sector: A Comparison in the Context of the Airline Within Airline Model and the Case of Anadolujet]. Eskişehir Osmangazi İİBF Fakültesi Dergisi, 10(2), 177–201.
- TUIK. (2019, 05 30). Tuik web cite: http://tuik.gov.tr/UstMenu.do?metod=temelist Verma, H. V. (2012). Services Marketing: Text and Cases (2. b.). Delhi: Dorling Kindersley Pvt. Ltd.
- Vieira, J., Câmara, G., Silva, F., & Santos, C. (2019). Airline choice and tourism growth in the Azores. Journal of Air Transport Management, (77), 1–6.
- Yildiz, O., & Erdil, T. S. (2013). Türkiye havayolu taşimaciliği sektöründe hizmet kalitesinin karşilaştirilmali ölçümlenmesi [Comparative Measuring of Service Quality in The Passenger Carriage of Turkish Airlines Industry]. Öneri Dergisi, 10(39), 89–100.
- Zengin, E., & Erdal, A. (2000). Hizmet sektöründe toplam kalite yönetimi [The Total Quality Management in Service Sector]. Journal of Qafqaz University , 3(1), 43–56.