Araştırma Makalesi
BibTex RIS Kaynak Göster

Customer-Based Market Positions of Domestic Airlines in Turkey

Yıl 2018, Cilt: 4 Sayı: 1, 9 - 19, 01.08.2018

Meltem Caber

Öz

Increasing competition between legacy and low-cost domestic airlines in many countries has made it more important to
understand traveler choices, perceptions, preferences, and behavioral intentions. This study aims to assess customerbased
market positions of domestic airlines in Turkey. Data obtained from 202 university students were used to generate
comparative market positioning maps in order to explore the position of each airline company. The results show that
Turkish Airlines had better positions than other airlines in regard to several competitiveness indicators (e.g. quality, price,
and favorite travel choice). This finding emphasizes the competitive advantage of legacy domestic airlines as against that
of low-cost airlines.

Anahtar Kelimeler

Market position Competitiveness Domestic aviation Legacy and low-cost airlines Costumer

Kaynakça

  • Acar, A. Z., & Karabulak, S. (2015). Competition between full service network carriers and low cost carriers in Turkish airline market. Procedia-Social and Behavioral Sciences, 207, 642‒651.
  • Chang, Y. -H., & Yeh, C. -H. (2001). Evaluating airline competitiveness using multiattribute decision making. Omega, 29, 405‒415.
  • Chang, Y. -H., & Yeh, C. -H. (2002). A survey analysis of service quality for domestic airlines. European Journal of Operational Research, 139, 166‒177.
  • Delbari, S. A., Ng, S. I., Aziz, Y. A., & Ho, J. A. (2016). An investigation of key competitiveness indicators and drivers of fullservice airlines using Delphi and AHP techniques. Journal of Air Transport Management, 52, 23‒34.
  • Hamill, J. (1993). Competitive strategies in the world airline industry. European Management Journal, 11(3), 332‒341.
  • Hannigan, T. J., Hamilton, R. D. III., & Mudambi, R. (2015). Competition and competitiveness in the US airline industry. Competitiveness Review, 25(2), 134‒155.
  • Hooley, G. & Greenley, G. (2005). The resource underpinnings of competitive positions. Journal of Strategic Marketing, 13(2), 93‒116.
  • Kilinc, İ., Oncu, M. A., & Tasgit, Y. E. (2012). A study on the competition strategies of the airline companies in Turkey. Tourismos: An International Multidisciplinary Journal of Tourism, 7(1), 325‒338.
  • Lawton, T. C. (1999). The limits of price leadership: Needs-based positioning strategy and the long-term competitiveness of Europe's low fare airlines. Long Range Planning, 32(6), 573‒586.
  • Low, J. M. W., & Lee, B. K. (2014). Effects of internal resources on airline competitiveness. Journal of Air Transport Management, 36, 23‒32.
  • Organisation for Economic Co-operation and Development. (2014). Airline Competition Report. OECD Directorate for Financial and Enterprise Affairs Competition Committee, DAF/COMP (2014)14. Retrieved in March 26, 2018 from http://www.oecd.org/officialdocuments/publicdisplaydocumentpdf/?cote=DAF/COMP(2014)14&docLanguage=En
  • Oum, T. H., Zhang, A., & Fu, X. (2009). Air transport liberalization and its impacts on airline competition and air passenger traffic. Proceedings of the International Forum on Shipping, Ports and Airports (IFSPA) 2009- Post-Financial Tsunami: The Way Forward for Shipping, Transport and International Trade (pp. 371‒390). Hong Kong, China: The Hong Kong Polytechnic University. Retrieved from https://www.polyu.edu.hk/lms/icms/Papers/IFSPA09-Papers/9_A013.pdf
  • Schlie, T. W. (1985, February 19-22). The role of technology in influencing the international competitiveness of specific US industries. In Proceedings of the third U.S.-Japan Science Policy Seminar (Transforming scientific ideas into innovations: Science policies in the United States and Japan), Honolulu, U.S.A.
  • Walsh, G., Bartikowski, B., & Beatty, S. E. (2014). Impact of customer-based corporate reputation on non-monetary and monetary outcomes: The roles of commitment and service context risk. British Journal of Management, 25, 166‒185.
  • Wang, K., Fan, W., Fu, X., & Zhou, Y. (2014). Benchmarking the performance of Chinese airlines: An investigation of productivity, yield and cost competitiveness. Journal of Air Transport Management, 38, 3‒14.
  • Wensveen, J. G., & Leick, R. (2009). The long-haul low-cost carrier: A unique business model. Journal of Air Transport Management, 15, 127‒133.
  • Widmann, M. (2015). Competitive Position Analysis of Airlines: Traditional Airlines and Low Cost Carriers – Market Development, Trends and Outlooks based on the European Market (Master’s thesis, Universitario en Gestión Aeronáutica). Retrieved from https://ddd.uab.cat/pub/tesis/2016/hdl_2072_266327/WidmannMarcel_TFMGAa2014_15.pdf
  • Yazıcıoglu, Y., & Erdogan, S. (2004). SPSS applied scientific research methods. Ankara, Turkey: Detay Publishing.

Yıl 2018, Cilt: 4 Sayı: 1, 9 - 19, 01.08.2018

Meltem Caber

Öz

Kaynakça

  • Acar, A. Z., & Karabulak, S. (2015). Competition between full service network carriers and low cost carriers in Turkish airline market. Procedia-Social and Behavioral Sciences, 207, 642‒651.
  • Chang, Y. -H., & Yeh, C. -H. (2001). Evaluating airline competitiveness using multiattribute decision making. Omega, 29, 405‒415.
  • Chang, Y. -H., & Yeh, C. -H. (2002). A survey analysis of service quality for domestic airlines. European Journal of Operational Research, 139, 166‒177.
  • Delbari, S. A., Ng, S. I., Aziz, Y. A., & Ho, J. A. (2016). An investigation of key competitiveness indicators and drivers of fullservice airlines using Delphi and AHP techniques. Journal of Air Transport Management, 52, 23‒34.
  • Hamill, J. (1993). Competitive strategies in the world airline industry. European Management Journal, 11(3), 332‒341.
  • Hannigan, T. J., Hamilton, R. D. III., & Mudambi, R. (2015). Competition and competitiveness in the US airline industry. Competitiveness Review, 25(2), 134‒155.
  • Hooley, G. & Greenley, G. (2005). The resource underpinnings of competitive positions. Journal of Strategic Marketing, 13(2), 93‒116.
  • Kilinc, İ., Oncu, M. A., & Tasgit, Y. E. (2012). A study on the competition strategies of the airline companies in Turkey. Tourismos: An International Multidisciplinary Journal of Tourism, 7(1), 325‒338.
  • Lawton, T. C. (1999). The limits of price leadership: Needs-based positioning strategy and the long-term competitiveness of Europe's low fare airlines. Long Range Planning, 32(6), 573‒586.
  • Low, J. M. W., & Lee, B. K. (2014). Effects of internal resources on airline competitiveness. Journal of Air Transport Management, 36, 23‒32.
  • Organisation for Economic Co-operation and Development. (2014). Airline Competition Report. OECD Directorate for Financial and Enterprise Affairs Competition Committee, DAF/COMP (2014)14. Retrieved in March 26, 2018 from http://www.oecd.org/officialdocuments/publicdisplaydocumentpdf/?cote=DAF/COMP(2014)14&docLanguage=En
  • Oum, T. H., Zhang, A., & Fu, X. (2009). Air transport liberalization and its impacts on airline competition and air passenger traffic. Proceedings of the International Forum on Shipping, Ports and Airports (IFSPA) 2009- Post-Financial Tsunami: The Way Forward for Shipping, Transport and International Trade (pp. 371‒390). Hong Kong, China: The Hong Kong Polytechnic University. Retrieved from https://www.polyu.edu.hk/lms/icms/Papers/IFSPA09-Papers/9_A013.pdf
  • Schlie, T. W. (1985, February 19-22). The role of technology in influencing the international competitiveness of specific US industries. In Proceedings of the third U.S.-Japan Science Policy Seminar (Transforming scientific ideas into innovations: Science policies in the United States and Japan), Honolulu, U.S.A.
  • Walsh, G., Bartikowski, B., & Beatty, S. E. (2014). Impact of customer-based corporate reputation on non-monetary and monetary outcomes: The roles of commitment and service context risk. British Journal of Management, 25, 166‒185.
  • Wang, K., Fan, W., Fu, X., & Zhou, Y. (2014). Benchmarking the performance of Chinese airlines: An investigation of productivity, yield and cost competitiveness. Journal of Air Transport Management, 38, 3‒14.
  • Wensveen, J. G., & Leick, R. (2009). The long-haul low-cost carrier: A unique business model. Journal of Air Transport Management, 15, 127‒133.
  • Widmann, M. (2015). Competitive Position Analysis of Airlines: Traditional Airlines and Low Cost Carriers – Market Development, Trends and Outlooks based on the European Market (Master’s thesis, Universitario en Gestión Aeronáutica). Retrieved from https://ddd.uab.cat/pub/tesis/2016/hdl_2072_266327/WidmannMarcel_TFMGAa2014_15.pdf
  • Yazıcıoglu, Y., & Erdogan, S. (2004). SPSS applied scientific research methods. Ankara, Turkey: Detay Publishing.
Toplam 18 adet kaynakça vardır.

Ayrıntılar

Birincil Dil İngilizce
Bölüm Makaleler
Yazarlar

Meltem Caber

Yayımlanma Tarihi 1 Ağustos 2018
Gönderilme Tarihi 22 Ocak 2018
Yayımlandığı Sayı Yıl 2018 Cilt: 4 Sayı: 1

Kaynak Göster

APA Caber, M. (2018). Customer-Based Market Positions of Domestic Airlines in Turkey. Journal of Tourismology, 4(1), 9-19.
AMA Caber M. Customer-Based Market Positions of Domestic Airlines in Turkey. Journal of Tourismology. Ağustos 2018;4(1):9-19.
Chicago Caber, Meltem. “Customer-Based Market Positions of Domestic Airlines in Turkey”. Journal of Tourismology 4, sy. 1 (Ağustos 2018): 9-19.
EndNote Caber M (01 Ağustos 2018) Customer-Based Market Positions of Domestic Airlines in Turkey. Journal of Tourismology 4 1 9–19.
IEEE M. Caber, “Customer-Based Market Positions of Domestic Airlines in Turkey”, Journal of Tourismology, c. 4, sy. 1, ss. 9–19, 2018.
ISNAD Caber, Meltem. “Customer-Based Market Positions of Domestic Airlines in Turkey”. Journal of Tourismology 4/1 (Ağustos 2018), 9-19.
JAMA Caber M. Customer-Based Market Positions of Domestic Airlines in Turkey. Journal of Tourismology. 2018;4:9–19.
MLA Caber, Meltem. “Customer-Based Market Positions of Domestic Airlines in Turkey”. Journal of Tourismology, c. 4, sy. 1, 2018, ss. 9-19.
Vancouver Caber M. Customer-Based Market Positions of Domestic Airlines in Turkey. Journal of Tourismology. 2018;4(1):9-19.
 Kapak Resmi İndir