Havayolu Sektöründe Elektronik Ağızdan Ağıza İletişime (eWOM) Yönelik Bir Derleme
Kişiler arası ağızdan ağıza iletişimin çevrimiçi ortama taşınmasıyla birlikte ortaya çıkan elektronik ağızdan ağıza iletişim (eWOM), işletmelerin ürün ve hizmetleriyle ilgili tüketici tecrübelerini okuması ve kişileri bu iletişim ortamına çeken güdüleri anlaması doğrultusunda önemli bir araştırma alanı haline gelmiştir. Bugün hemen her sektörde olduğu gibi havayolu taşımacılığında hizmet veren işletmeler için de kendilerini tercih eden müşterilerin sunulan ürün ve hizmetler ile ilgili tecrübelerini paylaştığı çevrimiçi platformlardaki davranışlarının altında yatan sebepler önem arz etmektedir. Bu doğrultuda çalışmanın amacı havacılık literatüründe eWOM araştırmalarının bir derlemesini sunmaktır.
Anahtar Kelimeler:
eWOM, Havayolu, Ağızdan Ağıza İletişim, Çevrimiçi İletişim
A REVIEW ON ELECTRONIC WORD-OF-MOUTH (EWOM) IN AIRLINE SECTOR
Abstract Electronic Word-Of-Mouth (eWOM) which has emerged as a result of the movement of communication from person to person in online environment, has become as an important research area in terms of understanding the consumers' experiences related to the products and services of the enterprises and the motives attracting people to this communication environment. Today, as in almost every sector, the reasons underlying the behavior of online platforms, where customers share their own experiences about the products and services offered, are also important for companies that provide services in air transport. The aim of study in this direction is to present a compilation of eWOM research in aviation literature.
Keywords:
eWOM, Airline, Word-of-Mouth, Online Communication,
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- Yayın Aralığı: Yılda 3 Sayı
- Başlangıç: 2017
- Yayıncı: Vedat Veli ÇAY
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