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

Yıl 2025, Cilt: 6 Sayı: 2, 508 - 528, 30.12.2025

Tuğba Akbıyık , Sümeyye Yavuz , Eda Çınaroğlu

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

Destekleyen Kurum

Bu çalışma, herhangi bir kuruluştan veya finansal destekten bağımsız olarak gerçekleştirilmiştir. Tüm içerik ve bulgular, yazarların bireysel çabaları ve araştırmaları sonucunda elde edilmiştir.

Kaynakça

• Ahn, T.-H., & Lee, T. J. (2011). Service Quality in the Airline Industry: Comparison Between Traditional and Low-Cost Airlines. Tourism Analysis, 16(5), 535–542. https://doi.org/10.3727/108354211X13202764960582 al Awadh, M. (2023). Assessing the Quality of Sustainable Airline Services Utilizing the Multicriteria Decision-Making Approach. Sustainability, 15(9), 7044. https://doi.org/10.3390/su15097044
• Alanazi, M. S. M., Li, J., & Jenkins, K. W. (2024). Evaluating Airport Service Quality Based on the Statistical and Predictive Analysis of Skytrax Passenger Reviews. Applied Sciences, 14(20), 9472. https://doi.org/10.3390/app14209472
• Altınkurt, T., & Merdivenci, F. (2020). AHP tabanlı EDAS yöntemleriyle havayolu işletmelerinde hizmet kalitesinin değerlendirilmesi. Aksaray Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 12(4), 49–58.
• Anderson, E. W., & Sullivan, M. W. (1993). The Antecedents and Consequences of Customer Satisfaction for Firms. Marketing Science, 12(2), 125–143. https://doi.org/10.1287/mksc.12.2.125
• Ayçin, E., & Arsu, T. (2021). Sosyal Gelişme Endeksine Göre Ülkelerin Değerlendirilmesi: MEREC ve MARCOS Yöntemleri ile Bir Uygulama. İzmir Yönetim Dergisi, 2(2), 75–88. https://doi.org/10.56203/iyd.1084310
• Bakır, M., & Alptekin, N. (2018). Hizmet kalitesi ölçümüne yeni bir yaklaşım: CODAS yöntemi ile havayolu işletmeleri üzerine bir uygulama. Business & Management Studies: An International Journal, 6(4), 1336–1353. https://doi.org/10.15295/bmij.v6i4.409
• Bakır, M., & Atalık, Ö. (2018). Entropi ve Aras Yöntemleriyle Havayolu İşletmelerinde Hizmet Kalitesinin Değerlendirilmesi - Evaluation of Service Quality in Airlines By Entropy and ARAS Methods. Journal of Business Research - Turk, 10(1), 617–638. https://doi.org/10.20491/isarder.2018.410
• Birkocak, D. T., Acar, E., Bakadur, A. Ç., Ütebay, B., & Özdağoğlu, A. (2023). An Application of the MARCOS Method Within the Framework of Sustainability to Determine the Optimum Recycled Fibre-Containing Fabric. Fibers and Polymers, 24(7), 2595–2608. https://doi.org/10.1007/s12221-023-00197-6
• Blagojević, A., Kasalica, S., Stević, Ž., Tričković, G., & Pavelkić, V. (2021). Evaluation of Safety Degree at Railway Crossings in Order to Achieve Sustainable Traffic Management: A Novel Integrated Fuzzy MCDM Model. Sustainability, 13(2), 832. https://doi.org/10.3390/su13020832
• Brochado, A., Veríssimo, J. M. C., & Lupu, C. (2024). Airport experience assessment based on Skytrax online ratings and importance-performance analysis: a segmentation approach. Journal of Marketing Analytics. https://doi.org/10.1057/s41270-024-00326-x
• Bulatovic, I., Dempere, J. M., & Papatheodorou, A. (2023). The explanatory power of the SKYTRAX’s airport rating system: Implications for airport management. Transport Economics and Management, 1, 104–111. https://doi.org/10.1016/j.team.2023.07.002
• Bunchongchit, K., & Wattanacharoensil, W. (2021). Data analytics of Skytrax’s airport review and ratings: Views of airport quality by passengers types. Research in Transportation Business & Management, 41, 100688. https://doi.org/10.1016/j.rtbm.2021.100688
• Büyüközkan, G., Havle, C. A., & Feyzioğlu, O. (2021). Digital competency evaluation of low-cost airlines using an integrated IVIF AHP and IVIF VIKOR methodology. Journal of Air Transport Management, 91, 101998. https://doi.org/10.1016/j.jairtraman.2020.101998
• Chen, Y., Yu, J., & Khan, S. (2010). Spatial sensitivity analysis of multi-criteria weights in GIS-based land suitability evaluation. Environmental Modelling & Software, 25(12), 1582–1591. https://doi.org/10.1016/j.envsoft.2010.06.001
• Chiou, Y.-C., & Chen, Y.-H. (2010). Factors influencing the intentions of passengers regarding full service and low cost carriers: A note. Journal of Air Transport Management, 16(4), 226–228. https://doi.org/10.1016/j.jairtraman.2009.11.005
• Cronin, J. J., Brady, M. K., & Hult, G. T. M. (2000). Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments. Journal of Retailing, 76(2), 193–218. https://doi.org/10.1016/S0022-4359(00)00028-2
• Curry, N., & Gao, Y. (2012). Low-Cost Airlines—A New Customer Relationship? An Analysis of Service Quality, Service Satisfaction, and Customer Loyalty in a Low-Cost Setting. Services Marketing Quarterly, 33(2), 104–118. https://doi.org/10.1080/15332969.2012.662457
• Dennis, N. (2017). End of the free lunch? The responses of traditional European airlines to the low-cost carrier threat. In S. Ison (Ed.), Low Cost Carriers: Emergence, Expansion and Evolution (pp. 341–352). Routledge.
• Doganis, R. (2005). Airline Business in the 21st Century. Routledge. https://doi.org/10.4324/9780203991916
• Dolnicar, S., Grabler, K., Grün, B., & Kulnig, A. (2011). Key drivers of airline loyalty. Tourism Management, 32(5), 1020–1026. https://doi.org/10.1016/j.tourman.2010.08.014
• Dönmez, K., Bakır, M., & Cecen, R. K. (2025). A comprehensive data-driven MCDM approach to determine the best single objective function for the aircraft sequencing and scheduling problem. Expert Systems with Applications, 129172. https://doi.org/10.1016/j.eswa.2025.129172
• Ersoy, N. (2022). OECD ve AB üyesi ülkelerin inovasyon performanslarının MEREC-MARCOS bütünleşik modeli ile ölçümü. Dokuz Eylül Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 24(3), 1039–1063. https://doi.org/10.16953/deusosbil.1106249
• Franke, M. (2004). Competition between network carriers and low-cost carriers—retreat battle or breakthrough to a new level of efficiency? Journal of Air Transport Management, 10(1), 15–21. https://doi.org/10.1016/j.jairtraman.2003.10.008
• Gillen, D., & Lall, A. (2004). Competitive advantage of low-cost carriers: some implications for airports. Journal of Air Transport Management, 10(1), 41–50. https://doi.org/10.1016/j.jairtraman.2003.10.009
• Graham, B., & Shaw, J. (2008). Low-cost airlines in Europe: Reconciling liberalization and sustainability. Geoforum, 39(3), 1439–1451. https://doi.org/10.1016/j.geoforum.2007.12.006
• Han, H., & Hwang, J. (2017). In-flight physical surroundings: quality, satisfaction, and traveller loyalty in the emerging low-cost flight market. Current Issues in Tourism, 20(13), 1336–1354. https://doi.org/10.1080/13683500.2014.960371
• Hasheminasab, H., Hashemkhani Zolfani, S., Kazimieras Zavadskas, E., Kharrazi, M., & Skare, M. (2022). A circular economy model for fossil fuel sustainable decisions based on MADM techniques. Economic Research-Ekonomska Istraživanja, 35(1), 564–582. https://doi.org/10.1080/1331677X.2021.1926305
• Hu, K.-C., & Hsiao, M.-W. (2016). Quality risk assessment model for airline services concerning Taiwanese airlines. Journal of Air Transport Management, 53, 177–185. https://doi.org/10.1016/j.jairtraman.2016.03.006
• Huang, Y.-C. (2023). Low-Cost Airlines Not So Low-Cost – Exploring the Relationships among Travel Motivation, Service Quality and Satisfaction: The Moderating Roles of Perceived Value. Research in Transportation Business & Management, 49, 101008. https://doi.org/10.1016/j.rtbm.2023.101008
• İsa Meral, G. (2023). BRICS-T Ülkelerinin İnovasyon Performanslarının MEREC-MARCOS Yöntemi ile Değerlendirilmesi. Kastamonu Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 25(2), 550–571.
• Jiang, H., & Zhang, Y. (2016). An investigation of service quality, customer satisfaction and loyalty in China’s airline market. Journal of Air Transport Management, 57, 80–88. https://doi.org/10.1016/j.jairtraman.2016.07.008
• Kankaew, K., Tansirib, E., & Guzikova, L. (2022). Intention to Return Factors Using Low-Cost Airlines: A Case Study from Thailand. Transportation Research Procedia, 63, 2442–2448. https://doi.org/10.1016/j.trpro.2022.06.280
• Keshavarz-Ghorabaee, M., Amiri, M., Zavadskas, E. K., Turskis, Z., & Antucheviciene, J. (2021a). Determination of Objective Weights Using a New Method Based on the Removal Effects of Criteria (MEREC). Symmetry, 13(4), 525. https://doi.org/10.3390/sym13040525
• Keshavarz-Ghorabaee, M., Amiri, M., Zavadskas, E. K., Turskis, Z., & Antucheviciene, J. (2021b). Determination of Objective Weights Using a New Method Based on the Removal Effects of Criteria (MEREC). Symmetry, 13(4), 525. https://doi.org/10.3390/sym13040525
• Kiliç, S., & Çadirci, T. O. (2022). An evaluation of airport service experience: An identification of service improvement opportunities based on topic modeling and sentiment analysis. Research in Transportation Business & Management, 43, 100744. https://doi.org/10.1016/j.rtbm.2021.100744
• Kiracı, K., & Yalçın, S. (2021). Dünyadaki Düşük Maliyetli Havalimanlarının Performanslarının Veri Zarflama Analiziyle Değerlendirilmesi. Erciyes Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 60, 499–517. https://doi.org/10.18070/erciyesiibd.907439
• Kos Koklic, M., Kukar-Kinney, M., & Vegelj, S. (2017). An investigation of customer satisfaction with low-cost and full-service airline companies. Journal of Business Research, 80, 188–196. https://doi.org/10.1016/j.jbusres.2017.05.015
• Kuo, M.-S. (2011). A novel interval-valued fuzzy MCDM method for improving airlines’ service quality in Chinese cross-strait airlines. Transportation Research Part E: Logistics and Transportation Review, 47(6), 1177–1193. https://doi.org/10.1016/j.tre.2011.05.007
• Lacic, E., Kowald, D., & Lex, E. (2016). High Enough? Proceedings of the 27th ACM Conference on Hypertext and Social Media, 249–254. https://doi.org/10.1145/2914586.2914629
• Law, C. C. H., Zhang, Y., & Gow, J. (2022). Airline service quality, customer satisfaction, and repurchase Intention: Laotian air passengers’ perspective. Case Studies on Transport Policy, 10(2), 741–750. https://doi.org/10.1016/j.cstp.2022.02.002
• Lim, J., & Lee, H. C. (2020). Comparisons of service quality perceptions between full service carriers and low cost carriers in airline travel. Current Issues in Tourism, 23(10), 1261–1276. https://doi.org/10.1080/13683500.2019.1604638
• Ling Sim, K., Joon Song, C., & Killough, L. N. (2010). Service quality, service recovery, and financial performance: An analysis of the US airline industry. In M. J. Epstein & J. Y. Lee (Eds.), Advances in Management Accounting (pp. 27–53). Emerald. https://doi.org/10.1108/S1474-7871(2010)0000018005
• Ma, Q., & Wang, G. (2024). Evaluating the long-run effect of economic factors on airline service failures: A comparison between low-cost and legacy carriers with an ARDL approach. Research in Transportation Business & Management, 54, 101128. https://doi.org/10.1016/j.rtbm.2024.101128
• Mason, K. J., & Alamdari, F. (2007). EU network carriers, low cost carriers and consumer behaviour: A Delphi study of future trends. Journal of Air Transport Management, 13(5), 299–310. https://doi.org/10.1016/j.jairtraman.2007.04.011
• Masorgo, N., Mir, S., & Hofer, A. R. (2022). Expectations vs Experience: Managing the Adverse Effects of Service Failures on Customer Satisfaction in the Airline Industry. Transportation Journal, 61(3), 231–262. https://doi.org/10.5325/transportationj.61.3.0231
• Mastilo, Z., Štilić, A., Gligović, D., & Puška, A. (2024). Assessing the Banking Sector of Bosnia and Herzegovina: An Analysis of Financial Indicators through the MEREC and MARCOS Methods. Journal of Central Banking Theory and Practice, 13(1), 167–197. https://doi.org/10.2478/jcbtp-2024-0008
• Mikulić, J., & Prebežac, D. (2011). What drives passenger loyalty to traditional and low-cost airlines? A formative partial least squares approach. Journal of Air Transport Management, 17(4), 237–240. https://doi.org/10.1016/j.jairtraman.2010.09.005
• O’Connell, J. F., & Williams, G. (2005). Passengers’ perceptions of low cost airlines and full service carriers: A case study involving Ryanair, Aer Lingus, Air Asia and Malaysia Airlines. Journal of Air Transport Management, 11(4), 259–272. https://doi.org/10.1016/j.jairtraman.2005.01.007
• Öztürk, D., & Onurlubaş, E. (2019). Havayolu Taşımacılığında Hizmet Kalitesinin AHP ve TOPSİS Yöntemleri ile Değerlendirilmesi. Gümüşhane Üniversitesi Sosyal Bilimler Dergisi, 10, 81–97.
• Rahim, A. G. (2016). Perceived Service Quality and Customer Loyalty: The Mediating Effect of Passenger Satisfaction in the Nigerian Airline Industry. International Journal of Management and Economics, 52(1), 94–117. https://doi.org/10.1515/ijme-2016-0029
• Saha, A., Debnath, B. K., Chatterjee, P., Panaiyappan, A. K., Das, S., & Anusha, G. (2024). Generalized Dombi-based probabilistic hesitant fuzzy consensus reaching model for supplier selection under healthcare supply chain framework. Engineering Applications of Artificial Intelligence, 133, 107966. https://doi.org/10.1016/j.engappai.2024.107966
• Seyhan, N. (2023). AB’de Döngüsel Ekonomi Üretim ve Tüketim Göstergelerinin Değerlendirilmesi: MEREC Temelli MARCOS Uygulaması. Sosyal Mucit Academic Review, 4(3), 364–391. https://doi.org/10.54733/smar.1338423
• Shen, C., & Yahya, Y. (2021). The impact of service quality and price on passengers’ loyalty towards low-cost airlines: The Southeast Asia perspective. Journal of Air Transport Management, 91, 101966. https://doi.org/10.1016/j.jairtraman.2020.101966
• Song, C., Guo, J., & Zhuang, J. (2020). Analyzing passengers’ emotions following flight delays- a 2011–2019 case study on SKYTRAX comments. Journal of Air Transport Management, 89, 101903. https://doi.org/10.1016/j.jairtraman.2020.101903
• Stanković, M., Stević, Ž., Das, D. K., Subotić, M., & Pamučar, D. (2020). A New Fuzzy MARCOS Method for Road Traffic Risk Analysis. Mathematics, 8(3), 457. https://doi.org/10.3390/math8030457
• Sumerli Sarıgül, S., Ünlü, M., & Yaşar, E. (2023). A New MCDM Approach in Evaluating Airport Service Quality: MEREC-Based MARCOS and CoCoSo Methods. Uluslararası Yönetim Akademisi Dergisi, 6(1), 90–108. https://doi.org/10.33712/mana.1250335
• Toslak, M., Aktürk, B., & Ulutaş, A. (2022). MEREC ve WEDBA Yöntemleri ile Bir Lojistik Firmasının Yıllara Göre Performansının Değerlendirilmesi. Avrupa Bilim Ve Teknoloji Dergisi, 33, 363–372. https://doi.org/10.31590/ejosat.1041106
• Vidar Gudmundsson, S. (2023). In search of sustainable strategies for low-cost long-haul airlines. Case Studies on Transport Policy, 12, 100991. https://doi.org/10.1016/j.cstp.2023.100991
• Xie, H., Li, Y., Pu, Y., Zhang, C., & Huang, J. (2024). Evaluating airline service quality through a comprehensive text-mining and multi-criteria decision-making analysis. Journal of Air Transport Management, 120, 102655. https://doi.org/10.1016/j.jairtraman.2024.102655
• Yalcin Kavus, B., Gulum Tas, P., Ayyildiz, E., & Taskin, A. (2022). A three-level framework to evaluate airline service quality based on interval valued neutrosophic AHP considering the new dimensions. Journal of Air Transport Management, 99, 102179. https://doi.org/10.1016/j.jairtraman.2021.102179
• Zeigler, P., Pagliari, R., Suau-Sanchez, P., Malighetti, P., & Redondi, R. (2017). Low-cost carrier entry at small European airports: Low-cost carrier effects on network connectivity and self-transfer potential. Journal of Transport Geography, 60, 68–79. https://doi.org/10.1016/j.jtrangeo.2017.02.011