Havayolu Taşımacılığında Yerli ve Yabancı Yolcuların Memnuniyet Düzeylerine Göre Beklentilerinin İncelenmesi

Öz

Bu çalışmada hava yolu yolcularının beklentilerinin memnuniyet düzeylerine göre farklılık gösterip göstermediği incelenmiş ve her iki grup yolcuların sosyo demografik özelliklerinin farklılıkları belirlenmiştir. Bu amaçlar doğrultusunda yolcuların memnuniyetleri üzerinde etkili olan faktörlerin farklılıkları diskriminant analizi ile incelenmiştir. Ayrıca ki-kare testi ile iki farklı yolcu grubunun sosyo-demografik özelliklerinin farklılığı belirlenmeye çalışılmıştır. Araştırmada hatalı ve eksik doldurulan anketler çıkartıldıktan sonra toplam 511 anket analize dahil edilmiştir. Bu analizler sonucu, yerli yolcuların genel memnuniyetleri üzerinde etkili olan faktörler önem sıralarına göre fiziksel unsurlar ve empati faktörleridir. Yabancı yolcuların genel memnuniyetleri üzerinde etkisi olan faktörler yine önem sıralarına göre güvenilir personel, anında hizmet, müşteriyi tanıma/anlama ve inanılırlık faktörleridir. Bu çalışma ile farklı yolcuların genel memnuniyetlerinin değişik faktörlerden etkileneceği görülmekte ve karar vericilerin farklı hedef gruplarına uygun olarak stratejik kararlarını belirlemelerinin gerekliliği görülmektedir

Anahtar Kelimeler

• Havayolları, Müşteri Memnuniyeti, Hizmet Kalitesi, Hizmet Pazarlaması, Kültürel Farklılıklar, Diskriminant Analizi

Öz

In this study, it is examined if the airline passengers’ expectations are differed from their satisfaction levels. In addition to this, socio-demographic characteristics’ differences of both groups of passengers are determined. Discriminant analysis is used to examine the differences among the factors, which affect airline passengers’ satisfaction. Also chi-square test is used to determine the differences between socio-demographic characteristics of domestic and foreign passengers. In the research, total of 511 questionnaires are analyzed after eliminating incomplete and inaccurate questionnaires. The results indicate that the factors that affect the satisfaction level of domestic passengers are tangibles and empathy sequentially. The factors that affect the satisfaction levels of foreign passengers are reliable personnel, responsiveness, understanding and/or knowledge of customers, and credibility sequentially. Results of our study revealed that different groups of airline passengers’ satisfaction levels are affected by different factors and marketing managers can formulate their strategies according to different passenger segments.

Anahtar Kelimeler

• Airlines, Customer Satisfaction, Service Quality, Service Marketing, Cultural Differences, Discriminant Analysis

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