Customer experiences in airline companies: Analysing critical incidents

Yıl 2024, Cilt: 14 Sayı: 3, 1384 - 1403, 29.09.2024

Fatma Selin Sak

https://doi.org/10.30783/nevsosbilen.1485298

Öz

Service failures in businesses can lead customers to complain and, if the complaint is not resolved, to seek out other businesses. In this regard, it is necessary to identify the reasons behind disruptions in service delivery that become critical incidents for customers before businesses face the risk of losing them, and to develop appropriate solutions accordingly. In this study, it is aimed to examine the critical incidents experienced by airline passengers and to reveal their satisfaction as a result. For this purpose, critical incidents are defined from the point of view of the customers of an airline operating in Turkey, and the results of these incidents are examined through an online sharing platform called Tripadvisor within the scope of qualitative research, content analysis and social media-based data use under the umbrella of netnographic method. Looking at the results, it is revealed that the level of dissatisfaction is high in critical incidents. The reason was found to be the inability to compensate for the problems caused by the organization. In particular, it has been determined that the delays victimized the customers and this victimization could not be resolved due to communication problems. It is thought that the results of the study can be used to help improve the current service quality in the business.

Anahtar Kelimeler

Critical Incidents Recovery, Adaptability, Spontaneity, Problematic Behavior, Airline Customers

Havayolu işletmelerinde müşterilerin yaşadıkları kritik olayların incelenmesi

Öz

Çalışmada havayolu yolcularının deneyimledikleri kritik olayların incelenmesi ile sonucunda oluşan tatmin durumlarının ortaya konulması amaçlanmaktadır. Bu amaçla çalışmada, Türkiye’de faaliyet gösteren bir havayolu işletmesinin müşterilerinin bakış açısından kritik olaylar tanımlanarak, bu olaylara ilişkin sonuçlar Tripadvisor isimli online paylaşım içeren bir platform üzerinden nitel araştırma kapsamında, içerik analizi ve sosyal medyaya dayalı veri kullanımı ile netnografik yöntem çatısı altında incelenmektedir. Sonuçlara bakıldığında, kritik olaylarda tatminsizlik seviyesinin yüksek olduğu ortaya çıkmıştır. Sebebinin işletmeden kaynaklı problemlerin telafi edilememesinden kaynaklı olduğu görülmüştür. Özellikle yaşanan rötar/gecikmelerin müşterileri mağdur ettiği ve bu mağduriyetin iletişim problemlerinden kaynaklı olarak çözümlenemediği belirlenmiştir. Çalışmanın sonuçlarının, işletmedeki mevcut hizmet kalitesinin iyileştirilmesine yardımcı olmak için kullanılabileceği düşünülmektedir.

Anahtar Kelimeler

Kritik Olaylar, Telafi Etme, Uyarlama, Kendiliğinden Davranış, Problemli Davranış, Havayolu Müşterileri

Kaynakça

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