A RESEARCH ON ANCILLARY PRODUCT BUYING INTENTIONS OF DOMESTIC AIRLINE PASSENGERS IN TURKEY

Abstract

Purpose-In this study, the purchase intentions of Turkish domestic passengers in respect of ancillary products was determined.

Methodology-For this purpose a quantitative study was performed. A survey based on the literatüre review and past studies was developed and used for data collection. Data has been analyzed using Statistical Package for the Social Sciences (SPSS).

Findings-According to the results, the tendency of buying ancillary products forTurkish domestic passengers was found low. Moreover, there was not found any statistical relationship between demografic characteristics of passengers and the intention of passengers buying airlines’ ancillary products.  

Conclusion-In the current market, airline passengers in Turkey domestic market are not willingto buy airline ancillary products with an extra costs, however, reasonable prices might trigger the buying behaviour.  

Keywords

• Airline,airline passengers,ancillary product,ancillary revenue

References

1. Belcombe, K., Fraser,I. ve Harris,L.(2009). “Consumer willingness to pay for in-flight service and comfort levels: A choice experiment”, Journal of Air Transport Management, 15,221-226.
2. Belobaba, P. (2015). “The Global Airline Industry”.Chicester: John Wiley & Sons.
3. Bockelie, A., &Belobaba, P. (2017).“Incorporating ancillary services in airline passenger choice models”.Journal of Revenue and Pricing Management, 1-16.
4. Büyüköztürk, Ş. (2005), “AnketGeliştirme”.Türk Eğitim BilimleriDergisi, Cilt.3, No.2, ss.133-151.
5. Garrow, L. ve Mumbower, S.(2012). “Assessment of product debundling trends in the US airline industry: Customer service and public policy implications”. Transportation Research Part A, 46,255-268.
6. Ideaworks.(2016). 2016 Ancillary Revenue Yearbook.
7. O’Connell, J., & Warnock-Smith, D. (2013).“An investigation into traveler preferences and acceptance levels of airline ancillary revenues”.Journal of Air Transport Management 33, 21-21.
8. O'Connell, J., & Williams, G. (2011).“Air Transport in the 21st Century: Key Strategic Developments”. Ashgate.

9. Peksatıcı, Ö. (2016). “Ancillary revenue opportunities in Turkish domestic aviation market”. International Journal of Economics, Commerce and Management, 4(1), 175-206.
10. SITA.(2014). 2014 Airline IT Trends Survey.
11. Sorensen, J., & Lucas, E. (2011).Loyalty by the Billions. www.ideaworkscompany.com: http://www.ideaworkscompany.com/wpcontent/uploads/2012/05/2011LoyaltybytheBillions-report.pdfadresindenalınmıştır.
12. Şengür, Y. ve KuyucakŞengür, F. (2017).“Airlines define their business models”. World Review of Intermodal Transportation Research, 6, 2, 141-153.
13. Vasigh, B., Taleghani, R., and Jenkins, D. (2012), “Aircraft Finance: Strategies for Managing Capital Costs in a Turbulent Industry”, J. Ross Publishing, Ft. Lauderdale, FL.
14. Wit, J. ve Zuidberg, J. (2012).“The growth limits of the low cost carrier model”, Journal of Air Transport Management, 21, 17-23.
15. Wittmer, A. ve Rowley, E. (2014).“Customer value of purchasable supplementary services: The case of a European full network carrier's economy class”, Journal of Air Transport Management, 34, 17-23.