Havayolu Sektöründe Elektronik Ağızdan Ağıza İletişime (eWOM) Yönelik Bir Derleme

Yıl 2017, , 26 - 31, 25.07.2017

Bahri Baran Koçak

https://doi.org/10.30518/jav.325420

Öz

Kişiler
arası ağızdan ağıza iletişimin çevrimiçi ortama taşınmasıyla birlikte ortaya
çıkan elektronik ağızdan ağıza iletişim (eWOM), işletmelerin ürün ve
hizmetleriyle ilgili tüketici tecrübelerini okuması ve kişileri bu iletişim
ortamına çeken güdüleri anlaması doğrultusunda önemli bir araştırma alanı haline
gelmiştir. Bugün hemen her sektörde olduğu gibi havayolu taşımacılığında hizmet
veren işletmeler için de kendilerini tercih eden müşterilerin sunulan ürün ve
hizmetler ile ilgili tecrübelerini paylaştığı çevrimiçi platformlardaki
davranışlarının altında yatan sebepler önem arz etmektedir. Bu doğrultuda
çalışmanın amacı havacılık literatüründe eWOM
araştırmalarının bir derlemesini sunmaktır.

Anahtar Kelimeler

eWOM, Havayolu, Ağızdan Ağıza İletişim, Çevrimiçi İletişim

A REVIEW ON ELECTRONIC WORD-OF-MOUTH (EWOM) IN AIRLINE SECTOR

Öz

Abstract

Electronic Word-Of-Mouth (eWOM) which has emerged as a result of the movement of
communication from person to person in online environment, has become as an important research
area in terms of understanding the consumers' experiences related to the products and services of the
enterprises and the motives attracting people to this communication environment. Today, as in almost
every sector, the reasons underlying the behavior of online platforms, where customers share their own
experiences about the products and services offered, are also important for companies that provide
services in air transport. The aim of study in this direction is to present a compilation of eWOM
research in aviation literature. 

Anahtar Kelimeler

eWOM, Airline, Word-of-Mouth, Online Communication

Kaynakça

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