Crisis Communication in the Context of Rational and Emotional Benefit: The Case of the Aviation Sector

Yıl 2024, , 50 - 55, 26.02.2024

Ebru Nilgün Serengil , Belis Gülay

https://doi.org/10.30518/jav.1409930

Öz

This study aims to examine the impact of crisis communication strategies in the aviation sector, specifically within the context of the COVID-19 pandemic, by evaluating both rational and emotional benefits. It emphasizes the importance of considering both aspects of crisis communication to effectively address the negative effects of the pandemic on the Turkish aviation industry. A quantitative research method was employed to determine the validity and reliability of the factors under investigation. The study utilized a questionnaire-based approach to collect concrete data and assess the levels of crisis communication in relation to emotional and rational benefits within the Turkish aviation sector. The research findings highlight that airlines in the Turkish aviation sector have responded to the pandemic by implementing strategies focused on health and safety measures, flexibility policies, customer relationship management, and empathy. These strategies aim to address both rational expectations and emotional needs of customers. Consequently, evaluating and integrating rational and emotional benefits within crisis communication processes is a crucial step for airlines to enhance customer satisfaction, establish trust, and maintain their reputation. This study adds to the current body of literature by emphasizing the significance of crisis communication strategies that consider both rational and emotional benefits. It recognizes the specific challenges faced by the Turkish aviation sector due to the COVID-19 pandemic and explores approaches to mitigate the negative effects. Evaluating and integrating rational and emotional benefits within crisis communication processes is deemed crucial for enhancing customer satisfaction, establishing trust, and maintaining a favourable reputation.

Anahtar Kelimeler

Crisis communication, Rational benefit, Emotional benefit, COVID-19, Aviation sector

Kaynakça

• Addis, M.,Holbrook, M. B. (2001). On The Conceptual Link Between Mass Customisation and Experiential Consumption: An Explosion of Subjectivity. Journal of Consumer Behaviour, Vol.1, Issue:1, pp. 50–66.
• Akdağ, M. (2001). Public Relations and Crisis Management, Unpublished Master Thesis, SÜ Sos. Bil. Enst., Konya
• Akdağ, M. and Taşdemir, E. (2006). Ways Leading Out of The Crisis: An Effective Crisis Communications. Journal of Selcuk Communication, Cilt:4 Sayı:2, s.141-157.
• Arslan, A. H. (2019). Crisis Management in Aviation: Case of Southwest Airlines. Journal of Aviation Research, V:1, I:(1), pp:42-56.
• Bahçe, A. S. (2013). Introduction to Personal Selling-Customer Needs and Customer Approach, (Editor), Mehmet Gökhan Turan. Personal Selling Techniques, Eskişehir: Anadolu University Press.
• Baltaş, A. (2003). Teamwork and Leadership from Inside Change to the Future. İstanbul: Remzi Bookstore.
• Bei, L. and Chen, M. (2015) The Effects of Hedonic and Utilitarian Bidding Values On E-Auction Behavior, Electronic Commerce Research, 15, (4), 483 – 507
• Ben-Ur, J., Mai, E., Yang, J., (2015). Hedonic Consumption in Virtual Reality. Journal of Internet Commerce, (14), pp.406-423.
• Butler, S. D. (2021). Impacted publics’ perceptions of crisis communication decision making. Public relations review, 47(5), 102120.
• Can, Halil (1997). Organization and Management. Ankara: Siyasal Bookstore.
• Charoensukmongkol, P. & Phungsoonthorn, T. (2022). The interaction effect of crisis communication and social support on the emotional exhaustion of university employees during the COVID-19 crisis. International Journal of Business Communication, 59(2), 269-286.
• Chmielewska-Muciek, D., Jakubczak, J., & Marzec-Braun, P. (2021). Crisis response strategies and themes during the Covid-19 pandemic in EU Aviation, airlines’ executives’ communication with shareholders: A content analysis.
• Claeys, A. S., Cauberghe, V., & Vyncke, P. (2010). Restoring reputations in times of crisis: An experimental study of the Situational Crisis Communication Theory and the moderating effects of locus of control. Public Relations Review, 36(3), 256-262.
• Coombs, W. T., & Holladay, S. J. (2002). Helping crisis managers protect reputational assets: Initial tests of the situational crisis communication theory. Management communication quarterly, 16(2), 165-186.
• Coombs, W. T. & Holladay, S. J. (2001). An Extended Examination of the Crisis Situation: A Fusion of the Relational Management and Symbolic Approaches. Journal of Public Relations Research, 13(4), pp:321–340.
• Coombs, W. T. (2010) Parameters for Crisis Communication. The Handbook of Crisis Communication. MA: Blackwell Publishing.
• Çelikkol, Ş. & Bakır, A. (2022). Factors Affecting Customer Satisfaction and The Impact of Customer Satisfaction on Customer Loyalty: Application on Post Graduate University Students of a Foundation University, Journal of Dogus University, 23(1), 127-148.
• Erdoğan, C. D. (2023). Crisis on Board: The Role of Empathy in Crisis Communication during Organizational Crises (Bachelor's thesis, University of Twente).
• Gregory-Smith, D., Smith, A. & Winklhofer, H. (2013). Emotions and Dissonance in ‘Ethical’ Consumption Choices. Journal of Marketing Management, 29, (11/12), 1201–1223.
• Hamidovic, H., (2012) An Introduction to Crisis Management, ISACA Journal Online, Volume:5 pp:1-4.
• Kim, H. J., & Cameron, G. T. (2011). Emotions matter in crisis: The role of anger and sadness in the publics’ response to crisis news framing and corporate crisis response. Communication Research, 38(6), 826-855.
• Kim, Y., Kang, M., Lee, E., & Yang, S. U. (2019). Exploring crisis communication in the internal context of an organization: Examining moderated and mediated effects of employee-organization relationships on crisis outcomes. Public Relations Review, 45(3), 101777.
• Leung, X. Y., Wu, L., & Sun, J. (2023). Exploring secondary crisis response strategies for airlines experiencing low-responsibility crises: An extension of the situational crisis communication theory. Journal of Travel Research, 62(4), 878-892.
• Liu, B. F., Austin, L., & Jin, Y. (2011). How publics respond to crisis communication strategies: The interplay of information form and source. Public relations review, 37(4), 345-353.
• Mufti O, Khan S, Zaheer Z. (2011) Impact of Rational and Emotional Factors in Creating Consumer Motivation, a Study of Policy Holders of State Life Insurance Corporation in KPK, Pakistan European journal of social sciences. Volume 24, Number IV pp 546-552.
• Nittmann, M. (2021). Crisis communication: The case of the airline industry during the COVID-19 pandemic (Master's thesis, Hanken School of Economics).
• Peltekoğlu, F. (2007). What is Public Relations? İstanbul: Beta Publications.
• Preble, J. (1997). Integrating the crisis management perspective into the strategic management process. Journal of Management Studies, Vol. 34 No. 5, pp. 769-91.
• Reid, J. L. (2000). Crisis Management. New York: John Wiley Sons, Inc.
• Rosenthal, U. (1997). Crisis and crisis management: Toward Comprehensive Government Decision Making. Journal of Public Administration Research and Theory, pp.278-279.
• Sarıoğlu, F. M., & Taşkıran, H. B. (2021). A Research to Determine the Effect of Emotional Benefit Presentations of Brands on Consumers’ Brand Preference. Kocaeli University Faculty of Communication Research Journal, (20), 6-35.
• Sheposh, R. (2021). CoronavirusDisease 2019 (COVID-19). New York: SalemPress Encyclopedia of Health.
• Stock, R.M., Oliveıra, P. ve Hippel, E. (2015) Impacts of Hedonic and Utilitarian User Motives on the Innovativeness of User-Developed Solutions, Journal of Product Innovation Management, Vol.32 Is. (3), pp.389-403.
• International Air Transport Association (IATA) (2020), Economic Performance of the Airline Industry 2020 Mid- year report, https://www.iata.org/en/iata-repository/publications/economic-reports/airlineindustry- economic-performance-june-2020-report/, Date Accessed:28.03.2022
• Ülker, Y., Dönmez, M. S., & Tosun, N. (2019). Emotional Satisfaction Provided by Rational Utility. Selcuk Communication, 12(2), 914-939.
• Voss, K. E, Spangenberg, E. R. and Grohmann, B. (2003) Measuring the Hedonic and Utilitarian Dimensions of Consumer Attitude, Journal of Marketing Research, 40 (3), 310-320.