Muhittin Hasan UNCULAR, Şahin KARASAR, Levent KAYA

Bir Pazarlama Aracı Olarak Havacılık İttifaklarında Müşteri Sadakat Programlarının Yeri: Körfez İttifakı Model Önerisi

Ticaret ve alış verişin insanlık tarihi kadar eski olduğunu söylemek mümkündür. Tarih boyunca insanlar temel ihtiyaçlarını karşılayabilmek için birbirlerinin sanat, zanaat ve üretiminden de faydalanmış ve bir ticaret kültürü var olmaya ve gelişmeye başlamıştır. Kurumlar ellerinde bulundurdukları mevcut müşterilere ilaveten müşteri portföylerini daha da artırmak için farklı programlar geliştirmişlerdir. Havacılık sektöründe de müşteri sadakati önemlidir. Ortak amaç ve hedefler doğrultusunda zamanla birbirlerinin merkezlerinden, mevcut müşteri-yolcu networkundan faydalanmak isteyen havayolları farklı ittifaklar oluşturmuştur. Dünya havacılığında üç büyük havayolları ittifakından bahsetmek mümkündür. Bunlar; 1) Oneworld 2) Skyteam 3) Star Alliance’dır. Körfez taşıyıcıları olarak bilinen Etihad, Emirates ve Qatar Havayollarının diğer üç büyük havayolu ittifakında olduğu gibi bir ittifak oluşturup bu çerçevede müşteri sadakat programları geliştirmeleri, “Körfez İttifakı” şeklinde bir havacılık ittifakı modeli önerisinin bu çalışma ile sunulması amaçlanmaktadır. Kalitatif analiz yöntemlerinden biri olan derinlemesine mülakat görüşmesi ile çalışma sonunda amaçlanan “Körfez İttifakı” model önerisine temel teşkil edecek şekilde veri elde edilmesi amaçlanmaktadır.

Anahtar Kelimeler:

havacılık tarihi, pazarlama, müşteri sadakati, iletişim, körfez ittifakı

As A Marketing Tool The Place Of Customer Loyalty Programs In Avaton Alliances : Gulf Alliance Model Proposal

It is possible to say that trade and shopping are as old as human history. Throughout history, people have also benefited from each other’s arts, crafts and production in order to meet their basic needs, and a trade culture has started to exist and develop. In addition to the existing customers they have, institutions have developed different programs to further increase their customer portfolio. Customer loyalty is also important in the aviation industry. In line with the common goals and objectives, airlines that want to benefit from each other’s centers and existing customer-passenger network have formed different alliances. It is possible to talk about three major airline alliances in world aviation. These are; 1) Oneworld 2) Skyteam 3) Star Alliance. It is aimed that Etihad, Emirates and Qatar airlines, known as Gulf carriers, form an alliance as in the other three major airline alliances, develop customer loyalty programs within this framework, and present an aviation alliance model in the form of the “Gulf Alliance” with this study. With the in-depth interview, which is one of the qualitative analysis methods, it is aimed to obtain data as a basis for the “Gulf Alliance” model proposal.

Keywords:

aviation history, marketing, customer loyalty, communication, gulf alliance,

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