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HAVAYOLU İŞLETMELERİ ÖRNEĞİNDE İŞLETME İMAJININ HAVAYOLU İŞLETMESİ TERCİHLERİNE VE MÜŞTERİ BAĞLILIĞINA OLAN ETKİSİNİN BELİRLENMESİNE YÖNELİK BİR ARAŞTIRMA

Journal Name:

  • Akademik Bakış

Publication Year:

  • 2005

Keywords (Original Language):

Author NameUniversity of Author
Abstract (2. Language): 
In the contemporary airway market where an intensive competition takes place the task of keeping the loyal clients of the airway companies has become a vital process for sustaining the existence of companies and their profits also with the effect of the globalization. Thus the methods of creating customer loyalty that are deployed within the contemporary market scope has begun to be a major competition tool for the companies that are willing to sustain their existence in the competitive and the customer based aviation market. In addition, it is suggested in several studies that the “corporate image” concept which emerged in the 21st century has an important role in building customer loyalty. In the scope of this study the effects of airline corporate image on the preferences and the loyalty of the airline customers in a frequent flyer program have been investigated.
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Abstract (Original Language): 
Günümüzde küreselleşmenin de etkisiyle yoğun rekabetin yaşandığı havayolu sektöründe müşterileri işletmeye bağlı haline getirebilmek, işletmelerin varlıklarını sürdürebilmelerinin ve kar elde edebilmelerinin can damarı haline gelmiştir. Bu nedenle, işletmeye bağlı müşterilere sahip olmak günümüzün müşteri odaklı iş dünyasında ve yoğun rekabet ortamında, varlıklarını sürdürmek ve kar elde etmek isteyen işletmeler için yadsınamaz seviyede önemli bir rekabet aracı haline gelmiştir. Bununla birlikte 21. yüzyılda önemi yeni anlaşılan “işletme imajı” kavramının da müşteri bağlılığı yaratılmasında önemli rol oynadığı çeşitli çalışmalarda ortaya konulmaktadır. Bu çalışmada havayolu işletmeleri tarafından uygulanan sık uçan yolcu programları kapsamında havayolu işletmesi imajının yolcuların havayolu tercihlerine ve müşteri bağlılığına olan etkisi araştırılmıştır.
FULL TEXT (PDF): 
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  • 7
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  • Turkish

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