FARKLI KÜLTÜRLERİN HAVAYOLU HİZMET KALİTESİ ALGILARININ BİLGİ ENTROPİLİ FIPIA İLE DEĞERLENDİRİLMESİ

Öz

Bu çalışma, havayolu hizmet kalitesi değerlendirilmesinde kültürlerarası farklılıkları ortaya koymak için yürütülmüştür. Elde edilen veriler, bilgi entropili bulanık-önem-performans-etki analizi ile değerlendirilmiştir. Yöneticiler için aksiyona dönüşecek sonuçlar bu yöntemle elde edilmektedir. Mevcut literatür, hizmet kalitesinin değerlendirilmesinde yöneticilerin algılarını dikkate almamaktadırlar. Bu yöntemle havayolu işletmecileri kaynak tahsisinde en doğru kararları alabilmektedirler. Çalışma 956 katılımcı ile gerçekleştirilmiştir. Elde edilen sonuçlara göre, kültürel yakınlığa rağmen Türk ve Azeri tüketicilerin hizmet kalitesi algıları farklıdır. Yöneticiler ise bu farkı dikkate alarak hareket etmemektedirler. Vaka çalışması ile yöneticilerin (1) yeterli kaynak ayırdıkları nitelikler belirlenir (2) daha fazla yönetim odağı gerektiren nitelikler belirlenir (3) gereğinden fazla kaynak ayırdıkları nitelikler belirlenir (4) kaynak ayrılması gereken nitelikler belirlenmiştir. Bu çalışmanın en önemli katkısı, farklı kültürlerin havayolu hizmet kalitesi değerlendirmelerini çok boyutlu bir bakış açısıyla ele almasıdır.

Anahtar Kelimeler

• Havayolu hizmet kalitesi
• Kaynak tahsisi
• Kültürlerarası
• Bulanık önem performans etki analizi
• Azerbaycan
• Türkiye

EVALUATION OF DIFFERENT CULTURES' PERCEPTIONS OF AIRLINE SERVICE QUALITY BY FIPIA WITH INFORMATION ENTROPY

Öz

This study was conducted to reveal intercultural differences in the assessment of airline service quality. The data obtained were evaluated with information entropy fuzzy importance-performance-impact analysis. Results that will be transformed into action for managers are obtained with this method. The existing literature does not take into account the perception of the manager in the evaluation of service quality. Airline business managers can thus make the most accurate decisions in resource allocation. The study was conducted with 956 participants. According to the results obtained, the perception of service quality of Turkish and Azerbaijani consumers is different despite cultural proximity. Managers, on the other hand, do not act by taking this difference into account. With the case study, the qualifications for which managers (1) allocate sufficient resources are determined (2) the qualifications that require more management focus have been determined (3) the qualifications for which they allocate more than necessary have been determined (4) the qualifications that need to be allocated resources have been determined. The most important contribution of this study is taking the airline service quality evaluations of different cultures from a multidimensional perspective.

Anahtar Kelimeler

• Airline service quality
• Resource allocation
• Cross-cultural
• Fuzzy importance performance impact analysis
• Azerbaijan
• Turkey

Kaynakça

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