Determining the Importance Level of E-Service Quality Dimensions in Airline Companies

Öz

Because of developments in information technology, distribution of products has started to be provided over the internet, and the airline industry has been affected too much by this situation. In this context, while the share of services offered by travel agencies has been gradually decreasing, the internet has started to be widely used by airline companies, especially by low-cost carriers. This study aims to determine the importance level of the factors affecting e-service quality provided in the airline industry. In this study, the AHP (Analytic Hierarchy Process) method is used in the evaluation phase. E-service quality is evaluated by a hierarchical structure consisting of 4 main criteria and 13 sub-criteria. While service quality is determined as the most important main criterion, it is seen that reliability and understandability are found to be the most important sub-criteria. The most insignificant criterion also is personalization.

Anahtar Kelimeler

• Airline,E-service Quality,Analytical Hierarchy Process

Havayolu İşletmelerinde E-hizmet Kalitesi Boyutlarının Önem Düzeylerinin Belirlenmesi

Öz

Bilgi teknolojilerinde yaşanan gelişmeler neticesinde ürünlerin dağıtımı internet üzerinden sağlanmaya başlanmış ve havayolu taşımacılığı sektörü de bu gelişmeden fazlasıyla etkilenmiştir. Bu kapsamda seyahat acentalarının sunduğu hizmetlerin payı giderek düşerken, internet kanalı başta düşük maliyetli taşıyıcılar olmak üzere havayolu işletmeleri tarafından yaygın bir şekilde kullanılmaya başlanmıştır. Bu çalışmada havayolu işletmelerinde sunulan e-hizmetlerde kaliteyi etkileyen unsurların önem düzeylerinin belirlenmesi amaçlanmıştır. Değerlendirme aşamasında AHP (Analitik Hiyerarşi Prosesi) yönteminin kullanıldığı bu çalışmada, e-hizmet kalitesi 3 ana kriter ve 13 alt kriterden oluşan hiyerarşik yapıyla ele alınmıştır. Çalışma sonucundan hizmet kalitesi en önemli ana kriter olarak belirlenirken güvenilirlik ve anlaşılabilirlik unsurlarının en önemli alt kriterler olduğu görülmüştür. Önem düzeyi en düşük kriter ise kişiselleştirme olarak belirlenmiştir.

Anahtar Kelimeler

• Havayolu,E-hizmet Kalitesi,Analitik Hiyerarşi Prosesi

Kaynakça

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