Assessment of Airline Companies' Special Meal Services from the Viewpoint of Cabin Crew

Öz

Special meal services are one of the key marketing tools used by airlines within the framework of product and market differentiation strategies to meet the individual needs of passengers. However, in order to offer meals preferred by passengers for religious, medical, and other reasons during flights, a multifaceted operational process is carried out before, during, and after the flight. The passenger's (end consumer's) positive evaluation of the operational process is contingent upon the service delivery process. This study aims to assess airlines’ special meal services from the perspective of cabin crew members, with semi-structured interviews conducted with 20 cabin crew members. The data obtained were analyzed using content analysis. The study identified the most preferred special meal types by passengers, the most problematic meal types, the special meal request process, passenger behavior regarding special meal requests, airlines’ ability to meet special meal demands, procedures related to issues faced by passengers requesting special meals, the impact on airline branding, and findings regarding the improvement of special meal services. It is believed that the findings will be valuable in enhancing the operational process of special meal services in airlines and filling a gap in the existing literature.

Anahtar Kelimeler

• Special Meal Services
• Airlines
• Nutrition
• Catering Services

Havayolu Şirketleri Özel Yemek Hizmetlerinin Kabin Ekibi Bakış Açısıyla Değerlendirilmesi

Öz

Özel yemek hizmetleri havayolu şirketlerinin ürün ve pazar farklılaştırma stratejileri çerçevesinde yolcuların bireysel ihtiyaçlarını karşılamak üzere kullandıkları önemli pazarlama araçlarından biridir. Bununla birlikte yolcuların dini, tıbbi ve diğer nedenlerle tercih ettikleri yemeklerin uçuşta sunulabilmesi için uçuş öncesi, esnası ve sonrasında çok yönlü bir operasyon süreci gerçekleştirmektedir. Son tüketicinin (yolcu) operasyon sürecini olumlu değerlendirmesi hizmetin sunum sürecine bağlı olmaktadır. Bu çalışmada havayolu şirketlerinin özel yemek hizmetlerini kabin ekibi bakış açısıyla değerlendirmek için 20 kabin ekibi üyesi ile yarı yapılandırılmış görüşmeler gerçekleştirilmiş olup, elde edilen veri ile içerik analizi yürütülmüştür. Çalışmada yolcular tarafından en çok tercih edilen özel yemek türleri, en fazla sorun yaşanan özel yemek türleri, özel yemek talebi süreci, özel yemek talep eden yolcu davranışı, havayolu şirketlerinin özel yemek taleplerini karşılayabilme düzeyi, özel yemek talep eden yolcu sorunlarına dair prosedürler, havayolu markası üzerindeki etkisi ve özel yemek hizmetinin iyileştirilmesine yönelik bulgular elde edilmiştir. Elde edilen bulguların havayolu şirketlerinin özel yemek hizmeti operasyon sürecini iyileştirmede ve literatürdeki boşluğu doldurmada faydalı olacağı düşünülmektedir.

Anahtar Kelimeler

• Özel Yemek Hizmeti
• Havayolu Şirketleri
• Beslenme
• İkram Hizmetleri

Kaynakça

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