Kabin Ekibine Yönelik Çevrimiçi Şikâyetlerin Tematik Analizi: Türkiye’deki Düşük Maliyetli Havayolu Örneği

Öz

Bu çalışma, Türkiye’de faaliyet gösteren düşük maliyetli bir havayolu şirketiyle seyahat eden yolcuların kabin ekiplerine yönelik çevrimiçi şikâyetlerini incelemektedir. Araştırmanın veri seti 2020–2024 yılları arasında Şikayetvar platformunda yayımlanan 350 yolcu şikâyetinden oluşmaktadır. Verilerin analizi MAXQDA programı ile gerçekleştirilmiştir. Verilere uygulanan tematik analiz sonucunda ilişkisel yetersizlik, kriz yönetimi eksiklikleri, prosedürel adalet eksiklikleri ve hizmet sürecinde aksaklıklar olmak üzere dört ana tema ortaya çıkarılmıştır. Araştırmanın bulguları, kabin ekipleriyle yaşanan etkileşimlerin yalnızca operasyonel görevlerle sınırlı kalmadığını, iletişim, empati, bilgilendirme ve adalet algısı gibi sosyal boyutların da yolcu memnuniyetini doğrudan etkilediğini göstermektedir. Bu çalışma, Türkiye’de kabin ekiplerine yönelik çevrimiçi şikâyetleri tematik açıdan inceleyerek alanyazına ve uygulamaya katkı sunmaktadır

Anahtar Kelimeler

• Tematik Analiz
• Çevrimiçi Şikâyet
• Müşteri Memnuniyeti
• Düşük Maliyetli Havayolu
• Kabin Ekibi

A Thematic Analysis of Online Complaints Regarding Cabin Crew: A Case Study of a Low-Cost Airline in Türkiye

Öz

This study analyzes online complaints submitted by passengers of a low-cost airline in Türkiye regarding cabin crew. The research dataset comprises 350 passenger complaints posted on the Şikayetvar platform from 2020 to 2024. The data was analyzed using MAXQDA software. The thematic analysis revealed four primary themes: relational inadequacies, crisis-management deficiencies, procedural-justice shortcomings, and service-process disruptions. The study's findings indicate that interactions with cabin crew extend beyond operational responsibilities; social factors such as communication, empathy, information dissemination, and perceived justice significantly influence passenger satisfaction. This study contributes to the literature and practice by thematically analyzing online complaints about cabin crew in Türkiye.

Anahtar Kelimeler

• Thematic Analysis
• Online Complaints
• Customer Satisfaction
• Low-Cost Airline
• Cabin Crew

Kaynakça

1. Ahmad, B. (2023), Determining repurchase intentions of airline passengers: Role of cabin crew competence and passenger satisfaction. International Journal of Management Research and Emerging Sciences, 13(4), 15–32.
2. Akpur, A. ve Zengin, B. (2019), İç ve dış müşteriler açısından kabin hizmetleri kalite algısını ölçmeye yönelik karşılaştırmalı bir araştırma. ÇOMÜ Uluslararası Sosyal Bilimler Dergisi, 4(1), 29–49.
3. Bari, S., Bavik, A., Ekiz, H. E., Hussain. ve Toner, S. (2001), AIRQUAL: A multiple-item scale for measuring service quality, customer satisfaction and repurchase intention. HOS-414 Graduation Project (Thesis), 1-104.
4. Bies, R. J., ve Moag, J. S. (1986), Interactional justice: Communication criteria of fairness. In R. J. Lewicki, B. H. Sheppard, & M. H. Bazerman (Eds.), Research on Negotiation in Organizations (Vol. 1, pp. 43–55). JAI Press.
5. Bitner, M. J., Booms, B. H. ve Tetreault, M. S. (1990), The service encounter: diagnosing favorable and unfavorable incidents. Journal of Marketing, 54(1), 71-84. https://doi.org/10.1177/002224299005400105
6. Blodgett, J. G., Hill, D. J., ve Tax, S. S. (1997), The effects of distributive, procedural, and interactional justice on postcomplaint behavior. Journal of Retailing, 73(2), 185–210. https://doi.org/10.1016/S0022-4359(97)90003-8
7. Braun, V. ve Clarke, V. (2006), Using thematic analysis in psychology. Qualitative Research in Psychology, 3(2), 77-101. https://doi.org/10.1191/1478088706qp063oa
8. British Psychological Society (BPS). (2021), Code of Human Research Ethics (2nd ed.). Leicester: The British Psychological Society. https://www.bps.org.uk/guideline/code-human-research-ethics

9. Chevalier, J. A., ve Mayzlin, D. (2006), The effect of word of mouth on sales: Online book reviews. Journal of Marketing Research, 43(3), 345–354. https://doi.org/10.1509/jmkr.43.3.345
10. Creswell, J. W. (2017), Araştırma deseni nitel, nicel ve karma yöntem yaklaşımları. (Çev: Demir, S. B.). Eğiten Kitap: Ankara. 4. Baskıdan Çeviri 3. Baskı.
11. Day, R. L., ve Landon, E. L. (1977), Toward a theory of consumer complaining behavior. In A. Woodside, J. Sheth, & P. Bennett (Eds.), Consumer and Industrial Buying Behavior (pp. 425–437). North-Holland.
12. Ercan, F. (2020), An analysis of customer complaints for airline companies in Tripadvisor: the case of Turkish Airlines. In V. Krystev, M. S. Dinu, R. Efe and E. Atasoy (Eds.), Advances in Social Science Research (pp. 500–522). St. Kliment Ohridski University Press.
13. Francis, G., Humphreys, I., Ison, S. ve Aicken, M. (2006), Where next for low cost airlines? a spatial and temporal comparative study. Journal of Transport Geography, 14(2), 83-94. https://doi.org/10.1016/j.jtrangeo.2005.05.005
14. Gerede, E. (2006), Havacılık emniyeti ve havacılık güvenliği kavramları arasındaki ilişki ve farkların belirlenmesine yönelik bir araştırma. İşletme İktisadi Enstitüsü Dergisi Yönetim, 17(54), 26–37.
15. Gretzel, U. ve Yoo, K. H. (2008), Use and ımpact of online travel reviews. In O’Connor, P., Höpken, W., and Gretzel, U. (Eds.), Information and Communication Technologies in Tourism 2008 (pp. 35–46). Springer.
16. Grönroos, C. (1984), A service quality model and its marketing implications. European Journal of Marketing, 18(4), 36–44. https://doi.org/10.1108/EUM0000000004784
17. Güreş, N., Arslan, S., Yüksel, C. ve Yılmaz, H. (2020), Turistlerin tripadvisor üzerinden havayolu işletmelerine yönelik e-şikâyetlerinin incelenmesi. Journal of Tourism and Gastronomy Studies, 8(1), 211–230. https://doi.org/10.21325/jotags.2020.544
18. Hart, C. W. L., Heskett, J. L., ve Sasser Jr, W. E. (1990), The profitable art of service recovery. Harvard Business Review, 68(4), 148–156.
19. Hassan, T. H. ve Salem, A. E. (2021), Impact of service quality of low-cost carriers on airline ımage and consumers’ satisfaction and loyalty during the COVID-19 outbreak. International Journal of Environmental Research and Public Health, 19(1), 83. https://doi.org/10.3390/ijerph19010083
20. Herjanto, H., Amin, M., Okumuş, F. ve Çobanoglu, C. (2022), Airline service: low-cost carriers (lccs) failure and passenger emotional experience. Tourism Review, 77(3), 945–963. https://doi.org/10.1108/TR-01-2021-0025
21. Herjanto, H., Byrnes, M., Rivas, P. ve Kasuma, J. (2020), How high can you fly? LCC passenger dissatisfaction. Asian Journal of Business Research, 10(2):73. https://doi.org/10.14707/ajbr.200084
22. Heskett, J. L., Jones, T. O., Loveman, G. W., Sasser Jr, W. E., ve Schlesinger, L. A. (1994), Putting the service-profit chain to work. Harvard Business Review, 72(2), 164–174.
23. Hien, N. N., Long, N. T., Liem, V. T., ve Luu, D. X. (2024), Customer responses to airline service failure: perspectives from expectation disconfirmation theory. SAGE Open, 14(2). https://doi.org/10.1177/21582440241248334
24. İbiş, S. ve Batman, O. (2016), Havayolu işletmelerine yönelik yapılan müşteri şikâyetlerinin analizi. 3rd International Congress of Tourism & Management Researches, Antalya, 317–333.
25. Jeeradist, T., Thawesaengskulthai, N., ve Sangsuwan, T. (2016), Using TRIZ to enhance passengers’ perceptions of an airline’s image through service quality and safety. Journal of Air Transport Management, 53, 131–139. https://doi.org/10.1016/j.jairtraman.2016.02.011
26. Jeong, M. ve Jang, S. (2011), Restaurant experiences triggering positive electronic word-of-mouth (e-Wom) motivations. International Journal of Hospitality Management, 30(2), 356–366. https://doi.org/10.1016/j.ijhm.2010.08.005
27. Kızılcan, S., Hoşgör, H. K. ve Güngördü, H. (2023), Özel bir havayolu şirketine yönelik yapılan e-şikâyetlerin incelenmesi: Corendon havayolu şirketi örneği. Social Sciences Research Journal, 12(6), 787–794.
28. Ko, S.-H., Choi, Y. ve Kim, J. (2021), Customers’ experiences of compassion and brand attitude: evidence from low-cost carriers. Frontiers in Psychology, 12, Article 687155. https://doi.org/10.3389/fpsyg.2021.687155
29. Liao, H., ve Chuang, A. (2004), A multilevel ınvestigation of factors ınfluencing employee service performance and customer outcomes. Academy of Management Journal, 47(1), 41–58. https://doi.org/10.2307/20159559
30. Litvin, S. W., Goldsmith, R. E., ve Pan, B. (2008), Electronic word-of-mouth ın hospitality and tourism management. Tourism Management, 29(3), 458–468. https://doi.org/10.1016/j.tourman.2007.05.011
31. Maxham III, J. G., ve Netemeyer, R. G. (2002), Modeling customer perceptions of complaint handling over time: The effects of perceived justice on satisfaction and intent. Journal of Retailing, 78(4), 239–252. https://psycnet.apa.org/doi/10.1016/S0022-4359(02)00100-8
32. Maxwell, J. A. (2018), Nitel araştırma yaklaşımı tasarımı-etkileşimli bir yaklaşım. (Çev: Çevikbaş, M.). Nobel Yayıncılık: Ankara. 3. Baskı.
33. Merriam, S. B. (2018), Nitel araştırma desen ve uygulama için bir rehber. (Çev: Turan, S.). Nobel Yayıncılık: Ankara. 3. Baskı.
34. Morrell, P. (2005), Airlines within airlines: An analysis of US network airline responses to low cost carriers. Journal of Air Transport Management, 11(5), 303–312. https://doi.org/10.1016/j.jairtraman.2005.07.002
35. Oliver, R. L. (1977), Effect of expectation and disconfirmation on postexposure product evaluations: an alternative interpretation. Journal of Applied Psychology, 62(4), 480–486. https://doi.org/10.1037/0021-9010.62.4.480
36. O’Connell, J. F., ve Williams, G. (2005), Passengers’ perceptions of low-cost airlines and full service carriers: A case study involving Ryanair, Aer Lingus, Air Asia and Malaysia Airlines. Journal of Air Transport Management, 11(4), 259–272. https://doi.org/10.1016/j.jairtraman.2005.01.007
37. Parasuraman, A., Zeithaml, V. A. ve Berry, L. L. (1985), A conceptual model of service quality and its implications for future research. Journal of Marketing, 49(4), 41–50. https://doi.org/10.2307/1251430
38. Parasuraman, A., Zeithaml, V. A. ve Berry, L. L. (1988), SERVQUAL: a multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1), 12-40.
39. Park, K., ve Lee, S. S. (2024), U.S. airline customer complaint trends: A decade-long analysis (2013–2022) including COVID-19 impacts. International Business Research, 17(5), 131–131. https://doi.org/10.5539/ibr.v17n5p131
40. Price, M. J. (2017), Strategies For Mitigating Low-Cost Airlines’ Passenger Complaints (Doktora tezi). Walden University. https://scholarworks.waldenu.edu/dissertations/4475
41. Riorini, S.V. ve Widayati, T. (2018), Customer satisfaction low cost carrier: Stimulus and its consequences. Jurnal Manajemen, 22(1), 124-138. https://doi.org/10.24912/jm.v22i1.318
42. Sharma, T. G., Gupta, M., Thomas, V. C., ve Sivakumaran, B. (2024), Airline social media recovery satisfaction: has Covid changed everything?. Journal of Travel Research, 64(4), 867-887. https://doi.org/10.1177/00472875241228498
43. Singh, J. (1988), Consumer complaint intentions and behavior: Definitional and taxonomical issues. Journal of Marketing, 52(1), 93–107. https://psycnet.apa.org/doi/10.2307/1251688
44. Sparks, B. A. ve Browning, V. (2011), The impact of online reviews on hotel booking intentions and perception of trust. Tourism Management, 32(6), 1310–1323. https://doi.org/10.1016/j.tourman.2010.12.011
45. Suau-Sanchez, P., Voltes-Dorta, A., ve Cugueró-Escofet, N. (2020). An early assessment of the impact of COVID-19 on air transport: Just another crisis or the end of aviation as we know it? Journal of Transport Geography, 86, 102749. https://doi.org/10.1016/j.jtrangeo.2020.102749
46. Suresh, N. V., Ashraff, R. M. ve Atlan, M. M. (2021), An empirical study on passenger expectations from low cost carrier. Journal of Emerging Technologies and Innovative Research (JETIR), 8(7). https://www.jetir.org/papers/JETIR2107656.pdf
47. Suzuki, Y. (2007), Modeling and testing the “two-step” decision process of travelers in airport and airline choices. Transportation Research Part E: Logistics and Transportation Review, 43(1), 1–20. https://doi.org/10.1016/j.tre.2005.05.005
48. Şikayetvar. (2025), Hakkımızda. Erişim adresi: https://www.sikayetvar.com/hakkimizda
49. Tax, S. S., Brown, S. W., ve Chandrashekaran, M. (1998), Customer evaluations of service complaint experiences: Implications for relationship marketing. Journal of Marketing, 62(2), 60–76. https://doi.org/10.2307/1252161
50. Yıldırım, A. ve Şimşek, H. (2018), Sosyal bilimlerde araştırma yöntemleri. Seçkin Yayıncılık: Ankara. 11. Baskı.
51. Zeithaml, V. A. (1988), Consumer perceptions of price, quality, and value: A means–end model and synthesis of evidence. Journal of Marketing, 52(3), 2–22. https://doi.org/10.2307/1251446
52. Zeithaml, V. A., Parasuraman, A., ve Berry, L. L. (1985), Problems and strategies in services marketing. Journal of Marketing, 49(2), 33–46. https://doi.org/10.2307/1251563