Avrupa Düşük Maliyetli Havayolu Sektöründe Yolcu Sadakatinin Belirleyicileri: Dijital Dönüşüm ve Hizmet Mükemmelliği Üzerine Ampirik Bir İnceleme

Öz

Bu çalışma, Avrupa Düşük Maliyetli Taşıyıcı (LCC) sektöründe yolcu seçim kriterlerinin ve teknolojik beklentilerin değişen paradigmalarını; fiyat odaklı modellerden hizmet entegrasyonu ve dijital olgunlukla tanımlanan modellere geçişi ele alarak incelemektedir. N=434 geçerli yanıttan oluşan bir örneklemle çok aşamalı bir istatistiksel yaklaşım kullanan araştırma, dört faktörlü sağlam bir yapı tanımlamaktadır: Fiyat Hassasiyeti ve Ekonomik Değer, Operasyonel Kalite ve Güvenilirlik, Dijital Bağlantısallık ve Filo Modernizasyonu ile Kurumsal Sorumluluk ve Marka Sadakati. Çoklu doğrusal regresyon analizi bulguları (Düzeltilmiş R^2=,538), ekonomik değerin tekrar uçuş niyetinin birincil itici gücü olmayı sürdürdüğünü; ancak yüksek hızlı Wi-Fi ve mobil uygulama desteği gibi olanakların, tercihe bağlı "lüks" eklentilerden evrensel temel beklentilere dönüştüğünü kanıtlamaktadır. Dahası, Kümeleme Analizi; Yüksek Katılımlı Arayışçılar, Pragmatik Değer Arayışçıları ve Düşük Katılımlı Gezginler olmak üzere üç farklı yolcu personasını betimleyerek, kültürel geçmişin ve yaşam evresinin katılım düzeylerini önemli ölçüde etkilediği oldukça parçalı bir pazar yapısını ortaya koymaktadır. Çok değişkenli sonuçlar ayrıca yaş ve seyahat amacı arasında kritik bir etkileşime dikkat çekerek, teknolojik talebin özellikle genç kohortlar içindeki profesyonel gereksinimler tarafından tetiklendiğini göstermektedir. Nihayetinde sonuçlar, "hizmetin demokratikleştiği" bir ortamda pazar geçerliliğini korumak için LCC'lerin, dijital altyapı ve operasyonel mükemmelliğe öncelik vererek geleneksel "sade hizmet" (no-frills) anlayışını aşması gerektiğini telkin etmektedir.

Anahtar Kelimeler

• Düşük Maliyetli Havayolları
• Dijital Dönüşüm
• Yolcu Sadakati
• Hizmet Kalitesi
• Avrupa Havacılığı
• Tekrar Uçuş Niyeti

Drivers of Passenger Loyalty in the European Low-Cost Carrier Sector: An Empirical Investigation of Digital Transformation and Service Excellence

Öz

This study investigates the shifting paradigms of passenger selection criteria and technological expectations within the European Low-Cost Carrier (LCC) sector, addressing the transition from price-centric models to those defined by service integration and digital maturity. Utilizing a multi-staged statistical approach with a sample of N=434 valid responses, the research identifies a robust four-factor structure: Price Sensitivity & Economic Value, Operational Quality & Reliability, Digital Connectivity & Fleet Modernization, and Corporate Responsibility & Brand Loyalty. Findings from the multiple linear regression analysis (Adjusted R^2=.538) demonstrate that while economic value remains the primary driver of re-flight intention, amenities such as high-speed Wi-Fi and mobile application support have transitioned from discretionary "luxury" add-ons to universal baseline expectations. Furthermore, Cluster Analysis delineates three distinct passenger personas, High-Involvement Seekers, Pragmatic Value Seekers, and Low-Involvement Travelers, revealing a highly fragmented market where cultural background and life-stage significantly influence involvement levels. Multivariate results also highlight a critical interaction between age and travel purpose, suggesting that technological demand is specifically triggered by professional requirements within younger cohorts. Ultimately, the results suggest that to maintain market relevance in a "service-democratized" landscape, LCCs must transcend the traditional "no-frills" ethos by prioritizing digital infrastructure and operational excellence.

Anahtar Kelimeler

• Low-Cost Carriers
• Digital Transformation
• Passenger Loyalty
• Service Quality
• European Aviation
• Re-flight Intention

Kaynakça

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