HAVAYOLU HİZMET KALİTESİNİN YOLCU MEMNUNİYETİ ÜZERİNE ETKİSİ

Küresel dünyanın yeni eğilimleri birçok sektörü etkilemiştir. Bu sektörlerin aktif şekilde faaliyet göstermeleri, ancak hızlı bir adaptasyon süreci ile mümkün olabilmektedir. Ulaşım sektöründe yaşanan hızlı değişimler insanların hızlı akıp giden dünyaya adapte olabilmeleri için seyahat etme şekillerini değiştirerek daha hızlı ulaşım araçlarını tercih etmelerine neden olmaktadır. Sağladığı bu avantaj nedeniyle en çok tercih edilen ulaşım türlerinden biri olan havayolu ulaşımında yolcu memnuniyeti sağlamak, rakip sayısının günden güne artması nedeniyle hayati bir rol oynamaktadır. Somut üründen çok soyut ürün olarak tanımlanabilen havayolu ulaşım sektöründe yolcuların ürün algısı, yaptıkları her bir işlemin bileşkesi olmaktadır. Dolayısıyla, bir uçuşun sağlanabilmesi için gerekli olan bütün işlemlerin yolcu memnuniyeti üzerine etki ettiği düşünülmektedir. Söz konusu işlemlerin sadece uçuş anını kapsamadığı, neredeyse uçuş fikrinin oluşmasıyla başlayıp varış noktasından sonra da devam ettiği ve hem somut hem soyut öğeleri içerdiğini söylemek mümkündür. Bu aşamaların yolcu memnuniyetine nasıl etki ettiklerinin bilinmesinin özellikle firmalar açısından önem arz ettiği düşünüldüğünden, uçuş öncesi, uçuş sırası ve uçuş sonrası hizmet kalitesinin etkilerinin ayrı ayrı incelenmesi amaçlanmıştır. Araştırma verileri anket yöntemi ile toplanmış, anket uygulaması sosyal medya aracılığıyla gerçekleştirilmiştir. Araştırmanın örneklemini en az bir defa havayolu seyahati yapan kişiler oluşturmuştur. Çalışmanın sonucunda havayolu ulaşımında farklı hizmet aşamalarının yolcu memnuniyeti üzerinde nasıl bir etkisinin olduğu yanıtlanmaya çalışılmış ve bu etkinin yönü tespit edilmek istenmiştir.

EFFECT OF AIRLINE SERVICE QUALITY ON PASSENGER SATISFACTION

New trends in the global world have affected many sectors. These sectors’ operations is only possible with a rapid adaptation process. The rapid changes in the transportation sector change people’s way of travel in order to adapt to the fast-flowing world and make them prefer faster means of transportation. Due to this advantage, providing passenger satisfaction in airline transportation, which is one of the most preferred transportation types plays a vital role due to the increasing number of competitors. In the airline transportation sector, which can be defined as an intangible product rather than a tangible product, the product perception of passengers is the result of each transaction. Therefore, it is thought that all the operations which are necessary to ensure a flight affect the passenger satisfaction. It is possible to say that these operations do not only cover the moment of flight, it is almost starting with the formation of the flight idea and continuing after the destination and also include both tangible and intangible elements. Since it is thought that knowing how these stages affect passenger satisfaction is especially important for companies, it is aimed to investigate the effects of pre-flight, in-flight and post-flight service quality separately. The research data were collected by questionnaire method and the survey application was applied via social media. The sample of the study consisted of people traveling at least once. As a result of this study, it has been tried to answer the effect of different service stages in passenger transportation on passenger satisfaction and to determine the direction of this effect.

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