ASSESSING CUSTOMER SATISFACTION IN THE COMPETITIVE AIRLINE INDUSTRY: A MEREC AND MARCOS APPROACH TO RANKING BASED ON PASSENGER PRIORITIES

Öz

Giderek serbestleşen havacılık sektöründe, ürün ve hizmetlerin ayırt edici nitelikleri rekabet avantajı elde edilmesi açısından kritik öneme sahiptir. Bu çalışma, web kazıma yöntemi kullanılarak toplanan 525 müşteri değerlendirmesine dayalı müşteri memnuniyeti verileri üzerinden Skytrax 2023 sıralamasına göre ilk on havayolu şirketini incelemektedir. Hizmet niteliklerine ilişkin ağırlıklar, Kriter Kaldırma Etkilerine Dayalı Yöntem (MEREC) ile belirlenmiş; havayolu şirketlerinin sıralaması ise Ölçüm ve Uzlaşı Çözümüne Dayalı Alternatiflerin Sıralanması (MARCOS) yöntemi kullanılarak oluşturulmuştur. MEREC analiz sonuçları, Wi-Fi ve bağlantı hizmetlerinin yolcular açısından en kritik unsurlar arasında yer aldığını göstermektedir. Buna karşılık, MARCOS yöntemi bulguları Volotea’nın en başarılı havayolu şirketi olarak öne çıktığını ortaya koymaktadır. Sonuçların güvenilirliği, iki aşamalı duyarlılık analizi ile doğrulanmıştır.

Anahtar Kelimeler

• ÇKKY
• Hizmet kalitesi
• Düşük maliyetli havayolu
• Yolcu memnuniyeti
• Skytrax

ASSESSING CUSTOMER SATISFACTION IN THE COMPETITIVE AIRLINE INDUSTRY: A MEREC AND MARCOS APPROACH TO RANKING BASED ON PASSENGER PRIORITIES

Öz

In the increasingly liberalized aviation sector, distinctive qualities of products and services are essential for a competitive advantage. This study lists the top ten airlines according to Skytrax 2023, based on customer satisfaction derived from 525 customer reviews collected using web scraping. The Method Based on Criterion Removal Effects (MEREC) allocates weights to service attributes, whereas the Ranking of Alternatives by Measurement and Consensus Solution (MARCOS) establishes this ranking. MEREC studies indicate that Wi-Fi and connectivity are essential concerns for travelers, but MARCOS data identify Volotea as a leading airline. Two-phase sensitivity analysis validated the reliability of the results.

Anahtar Kelimeler

• MCDM
• Service quality
• Low-cost airline
• Passenger satisfaction
• Skytrax

Kaynakça

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