Uçuş Deneyiminde Müşterilerarası Etkileşimler: Kritik Olaylar Tekniği İle Bir Durum Analizi

Turizm sektöründe iş süreçleri ve hizmet sunumları personel, müşteri ve çevre arasındaki yakın ilişki ve etkileşimler ile gerçekleştirilmektedir. İlgili alanyazında personel ve müşteri arasındaki ilişkileri ele alan çok sayıdaki çalışmanın aksine, müşterilerin diğer müşterilerle olan etkileşimini inceleyen araştırmaların sayısı halen sınırlıdır. Bu çalışmada havayolu işletmeleri örneğinde müşterilerin uçuş deneyimlerini olumlu veya olumsuz yönde etkileyen ve diğer müşterilerden kaynaklanan kritik olaylar tespit edilmeye çalışılmıştır. Bu amaçla Antalya şehir turuna katılan 206 yerli turistten açık-uçlu soru formu ile 478 adet kritik olay elde edilmiştir. Bu olaylar önce olumlu ve olumsuz olmak üzere iki kategoriye ayrılmış, daha sonra her iki kategoride yer alan kritik olayların nitelikleri uçuş deneyimindeki 'biniş', 'uçuş' ve 'iniş' şeklindeki üç temel sürece bağlı olarak karşılaştırılmıştır. Elde edilen sonuçlar, olumsuz müşterilerarası etkileşimlerin, olumlu etkileşimlerden daha fazla sayıda olduğunu göstermektedir. Bu nedenle, havayolu işletmelerinin özellikle olumsuz müşterilerarası etkileşimleri tespit etmeleri ve yaşanan sorunları çözüme kavuşturmaları işletme başarıları açısından gereklidir

Customer-to-Customer Interactions on Flight Experience: A Situation Analysis by Critical Incidents Technique

Work processes and service offerings in tourism sector are performed by close relationships and interactions among the staff, customer and environment. In the related literature, in spite of numerous studies about the staff and customer interactions, number of the research that investigates the interactions of the customers with other customers is still limited. In this study, it was aimed to identify the critical incidents which positively or negatively impact customers’ flight experience and are originated from other customers in the sample of airway companies. With this purpose, 478 critical incidents were obtained by an open-ended style questionnaire from 206 domestic tourists who had participated Antalya city tour. These incidents were firstly categorized as positive and negative; then the characteristics of the incidents in both categories were compared to each other by relying on three main process of flight experience, which are ‘boarding’, ‘flight’ and ‘landing’. The obtained results showed that number of the negative customer interactions was higher than positive interactions. Thus, it is necessary for airway companies to identify negative customer interactions particularly and to solve the occurred problems for their business success

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