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YOLCULARIN HAVAYOLU FİRMA SEÇİMLERİNİN PROMETHEE YÖNTEMİYLE BELİRLENMESİ (KAHRAMANMARAŞ ÖRNEĞİ)

Year 2025, Volume: 27 Issue: 2, 789 - 810, 15.06.2025
https://doi.org/10.16953/deusosbil.1643927

Abstract

Hizmet kalitesi, havayolu ulaşımını seçen yolcular için herhangi bir havayolu şirketini tercih ederken özellikle göz önünde bulundurdukları parametrelerden birisidir. Havayolu şirketleri, daha fazla yolcuya hizmet verebilmek adına sürekli bir rekabet içerisindedir. Rekabette üstünlüğü sağlamak, havayollarının verdiği hizmet kalitesi ve sonuç olarak da yolcuların algıladığı hizmet kalitesiyle ilişkili bir durumdur. Bu araştırma, Kahramanmaraş Havalimanında faaliyet gösteren Türk Hava Yolları, Anadolu Jet ve Pegasus Havayolları şirketleriyle seyahat eden çeşitli yolcuların, hangi havayolu şirketini tercih ettiklerini belirlemek amacıyla yapılmıştır. Buna göre, belirli özelliklere sahip yolculara anket çalışması uygulanmıştır. Çalışmada elde edilen bulgular, PROMETHEE yöntemi kullanılarak analiz edilmiştir. Elde edilen sonuçlara göre yolcuların havayolu seçimi sırasıyla THY, AJET ve Pegasus Havayolu olarak belirlenmiştir.

References

  • Adeola, M. M. & Adebiyi, S. O. (2014). Service quality, perceived value and customer satisfaction as determinant of airline choice in Nigeria. Int. Lett. Soc. Humanist. Sci. (20), 66-80.
  • Adlı, M., Fong, J. P. & Lim, S. P. (2005). The Evaluation Of Airline Service Quality Using The Analytic Hierarchy Process (AHP). International Conference on Tourism Development, Grand Plaza Parkroyal, 382-390.
  • Al Awadh, M. (2023). Assessing the quality of sustainable airline services utilizing the multicriteria decision-making approach. Sustainability, (15), 7044.
  • Anderson, E., Fornell, C. & Lehmann, D. R. (1994). Customer satisfaction, Market share, and Profitability: Findings from Sweden. Journal of Marketing, (58) 53-66.
  • Archana, R. & Subha, M. V. (2012). A study on servıce quality and passenger satisfaction on Indian Airlines. International Journal Of Multidisciplinary Research, 2 (2), 50-63.
  • Aydın, K. & Yıldırım, S. (2012a). Service quality in airline businesses: A Research on THY. Kocaeli Üniversitesi Sosyal Bilimler Dergisi, (24), 35-49.
  • Aydın, K. & Yıldırım, S. (2012b). The Measurement Of Service Quality With Servqual For Different Domestic Airline Firms in Turkey. Serbian Journal Of Management, 7 (2), 219-230.
  • Aydın, U. & Ülengin, B. (2022). Analyzing air cargo flows of Turkish domestic routes: A comparative analysis of gravity models. Journal of Air Transport Management, (102), 102217.
  • Badi, I. & Abdulshahedb, A. (2019). Ranking the Libyan airlines by using full consistency method (Fucom) and analytical hierarchy process (AHP). Operational Research in Engineering Sciences: Theory and Applications, 2 (1), 1-14.
  • Bakır, M. & Atalık, Ö. (2021). Application of Fuzzy AHP and Fuzzy MARCOS Approach for the Evaluation of E-Service Quality in the Airline Industry. Decision Making: Applications in Management and Engineering, 4 (1), 127-152.
  • Balcı Tali, D. & Karaduman, İ. (2021). Havayolu yolcu taşımacılığında hizmet kalitesi, marka algısı ve müşteri bağlılığı ilişkisi. Journal of Social and Humanities Sciences Research, 8 (72), 1994-2009.
  • Rans, j. & Mareschal, B. (2005). “PROMETHEE Methods”, içinde Figueira vd. (ed.) Multiple Criteria Decision Analysis, State of the Art Survey, New York, Springer Science.
  • Büyüközkan, G., Alpay Havle, C. & Feyzioğlu, O. (2020). A new digital service quality model and its strategic analysis in aviation industry using interval-valued intuitionistic fuzzy AHP. Journal of Air Transport Management, (86), 101817.
  • Chang, Y. H. & Yeh, C. H. (2002). A survey analysis of service quality for domestic airlines. European Journal of Operational Research, 139 (1), 166-177.
  • Chen, F. Y. & Chang, Y. H. (2005). Examining airline service quality from a process perspective. Journal of Air Transport Management, 11 (2), 79-87.
  • Chikwendu, D. U., Ejem, E. & Ezenwa, A. (2012) Evaluation of service quality of Nigerian Airline using servqual model. Journal Of Hospitality Management And Tourism, 3 (6), 117-125.
  • Clemes, M. D., Gan, C., Kao, T. H. & Choong, M. (2008). An empirical analysis of customer satisfaction in international air travel. Innovative Marketing, 4 (2), 49-62.
  • Curtis, T., Rhoades, D. L. & Waguespack, B. P. (2012). Satisfaction with airline service quality: Familiarity breeds contempt. International Journal of Aviation Management, 1 (4), 242-256. http://dx.doi.org/10.1504/IJAM.2012.050472.
  • Dožić, S. & Kalić, M. (2014). An AHP approach to aircraft selection process. transportation research procedia, [S.L.], 3, 165-174.
  • Esin, M. & Düzgün, M. (2021). Küreselleşme sürecinin havayolları işletmeleri üzerine etkisi ve sonuçları. Uluslararası Hukuk ve Sosyal Bilim Araştırmaları Dergisi Uhusbad, 1 (3), 19-35.
  • Fettahlıoğlu, Ö.O., Polat, M. & Demir, S. (2016). hizmet kalitesinin servqual analizi ile ölçümü: Kahramanmaraş İlinde bir uygulama. Ordu Üniversitesi Sosyal Bilimler Araştırmaları Dergisi, 6 (3), 849-860.
  • Gilberta, D. & Wong, R. K. C. (2003). Passenger expectations and airline services: A Hong Kong based study. Tourism Management, 24, 519-532.
  • Gursoy, D., Chen, M. H. & Kim, H. Y. (2005). The us airlines relative positioning based on attributes of service quality. Tourism Management, 26, 57-67.
  • Houston, D (2005) Employability, skills and spatial mismatch in metropolitan labour markets. Urban Studies, 42, 221-243.
  • Hung, Y. H., Huang, M. L. & Chen, K. S. (2003). service quality evaluation by service quality performance matrix. Total Quality Management, 14 (1), 79-89.
  • Kazançoğlu, Y. & Kazançoğlu, İ. (2013). benchmarking service quality performance of airlines ın Turkey. Eskişehir Osmangazi Üniversitesi İİBF Dergisi, 8 (1), 59-91.
  • Kılıç, E., Pazarcı, Ş., Kale S., & Kızıl, M. (2024). Havayolu yolcu/yük taşımacılığının ekonomik büyüme üzerindeki asimetrik davranışının incelenmesi: Türkiye için ampirik bir uygulama. Afyon Kocatepe Üniversitesi Sosyal Bilimler Dergisi, 26 (4), 1758-1774.
  • Küçük Çırpın, B. & Kurt, D., (2016). havayolu taşımacılığında hizmet kalitesi ölçümü. Journal of Transportation and Logistics, 1 (1), 84-98.
  • Lioua, J. J. H. & Tzeng, G. H. (2007). A non-additive model for evaluating airline service quality. Journal Of Air Transport Management, 13, 131–138.
  • Liou, J. J. H., Tsai, C. Y., Lin, R. H. & Tzeng, G. H. (2011). A modified vıkor multiple-criteria decision method for ımproving domestic airlines service quality. Journal of Air Transport Management, 17, 57-61.
  • Li, W., Yu, S., Peı, H., Zhao, C. & Tian, B. (2017). A hybrid approach based on fuzzy AHP and 2-tuple fuzzy linguistic method for evaluation in-flight service quality. Journal of Air Transport Management, 60, 49-64.
  • Mimovic, P. M., Budimevi, K. & Marciki-Horvat, A. (2018). Measuring performance of middle East airlines-AHP Approach. International Journal of the Analytic Hierarchy Process, 10 (3).
  • Moekoe, D. A. L. & Utomo, W. H. (2013). Assessment the determinant factor of service quality in travel agent company using SERVQUAL and AHP Method, Medwell journals. Asian Journal Information Technology, 12 (3), 99-103.
  • Morash, E. A. & Ozment, J. (1994). Toward management of transportation service quality. Logistics And Transportation Review, 30 (2), 115-140.
  • Ostrowski, R. L., O’brien T. V. & Gordon G. L. (1993). Service quality and customer loyalty in the Commercial Airline Industry. Journal of Travel Research, 32 (2), 16-24.
  • Pakdil, F. & Aydın, O. (2007). Expectations and perceptions ın airline services: an analysis using weighted SERVQUAL Scores. Journal of Air Transport Management, 13 (4), 229-237.
  • Parasuraman, A., Zeithaml, V. A. & Berry, L. L. (1988). SERVQUAL: A multiple- ıtem scale for measuring consumer perceptions of service quality. Journal of Retailing, 64 (1), 12-40.
  • Park, J. W., Robertson, R. & Wu, C. L. (2004). The effect of airline service quality on passengers’ behavioral intentions: A Korean case study. Journal of Air Transport Management, 10, 435-439.
  • Pekkaya, M. & Akıllı, F. (2013). Hava yolu hizmet kalitesinin servperf-servqual ölçeği ile değerlendirmesi ve istatistiksel analizi. International Journal of Economic and Social Research, 9 (1), 75-96.
  • Sarminah, S., Mehrbakhsh, N., Supriyanto, E., Somayeh Morshedi Fahad, G., Shahla, A., Rabab, A., Reem, O. & Othman, I. (2021). Factors impacting airport service quality using multi-criteria decision-making approach. Journal of Soft Computing & Decision Support Systems, 8 (2), 1-13.
  • Sarılgan, A. E. & Bakır, M. (2023). Havayolu taşımacılığında havayolu işletmesi seçimi ve memnuniyetin belirleyicileri: Üniversite öğrencileri üzerine bir araştırma. İzmir İktisat Dergisi, 38 (1). 158-174. Doi:10.24988/ije.1101367
  • Singh, A. K. (2016). Competitive service quality benchmarking in airline industry using AHP. Benchmarking: An International Journal, 23 (4), 768-791.
  • Sönmez, R. & Eroğlu, U. (2020). Türk havayolu sektöründe rakip firmalar arasındaki rekabetçi işbirliği ilişkileri. Uludağ Journal of Economy and Society / B.U.Ü. İktisadi ve İdari Bilimler Fakültesi Dergisi, 2 (39), 171-193.
  • Sum Vhau, V. & Kao, Y. (2009). Bridge over troubled water or long and winding road? Gap-5 in airline service quality performance measures. Managing Service Quality: An International Journal, 19 (1), 106-134.
  • Taherdoost, H. & Madanchian, M. (2023). Using PROMETHEE method for multi-criteria decision making: Applications and procedures. Iris J of Eco & Buss Manag. 1(1).
  • Tsantoulıs, M. & Palmer, A. (2008). Quality Convergence in Airline Co-Brand Alliances. Managing Service Quality, 18 (1), 34-64.
  • TÜİK, 2013. Türkiye İstatistik Kurumu. Available at www.tuik.gov.tr (Erişim tarihi: 1 Ekim 2023).
  • Uca Özer, S. & Kayaalp Ersoy, G. (2012). Türkiye’de faaliyet gösteren havayolu şirketlerinin marka kişiliklerini belirlemeye yönelik bir araştırma. Anatolia Turizm Araştırmaları Dergisi, 23 (2), 173-186.
  • Yaşar, M. & Kiracı, K., (2018). Dünya pazarlarında piyasa yapısı: havayolu sektöründe rekabetin ampirik analizi. Uluslararası Yönetim İktisat ve İşletme Dergisi, 3 (14), 731-744.
  • Yeh, C. H. & Kuo, Y. L. (2003). Evaluating passenger services of asia-pacific ınternational airports. Transportation Research Part E, 39 (1), 3935-3948.

DETERMINING PASSENGERS’ AIRLINE COMPANY CHOICES WITH THE PROMETHEE METHOD (KAHRAMANMARAŞ EXAMPLE)

Year 2025, Volume: 27 Issue: 2, 789 - 810, 15.06.2025
https://doi.org/10.16953/deusosbil.1643927

Abstract

Service quality is one of the parameters that passengers who prefer air transportation take into consideration when choosing any airline company. Airline companies are in constant competition to serve more passengers. Achieving competitive advantage is related to the service quality provided by airlines and, as a result, the service quality perceived by passengers. This research was conducted to determine which airline company preferred by various passengers traveling with Turkish Airlines, Anadolu Jet and Pegasus Airlines operating at Kahramanmaraş Airport. Accordingly, a survey was conducted on passengers with certain characteristics. The findings obtained in the study were analyzed using the PROMETHEE method. According to the results, the passengers' airline choices were determined as THY, AJET and Pegasus Airlines in order.

References

  • Adeola, M. M. & Adebiyi, S. O. (2014). Service quality, perceived value and customer satisfaction as determinant of airline choice in Nigeria. Int. Lett. Soc. Humanist. Sci. (20), 66-80.
  • Adlı, M., Fong, J. P. & Lim, S. P. (2005). The Evaluation Of Airline Service Quality Using The Analytic Hierarchy Process (AHP). International Conference on Tourism Development, Grand Plaza Parkroyal, 382-390.
  • Al Awadh, M. (2023). Assessing the quality of sustainable airline services utilizing the multicriteria decision-making approach. Sustainability, (15), 7044.
  • Anderson, E., Fornell, C. & Lehmann, D. R. (1994). Customer satisfaction, Market share, and Profitability: Findings from Sweden. Journal of Marketing, (58) 53-66.
  • Archana, R. & Subha, M. V. (2012). A study on servıce quality and passenger satisfaction on Indian Airlines. International Journal Of Multidisciplinary Research, 2 (2), 50-63.
  • Aydın, K. & Yıldırım, S. (2012a). Service quality in airline businesses: A Research on THY. Kocaeli Üniversitesi Sosyal Bilimler Dergisi, (24), 35-49.
  • Aydın, K. & Yıldırım, S. (2012b). The Measurement Of Service Quality With Servqual For Different Domestic Airline Firms in Turkey. Serbian Journal Of Management, 7 (2), 219-230.
  • Aydın, U. & Ülengin, B. (2022). Analyzing air cargo flows of Turkish domestic routes: A comparative analysis of gravity models. Journal of Air Transport Management, (102), 102217.
  • Badi, I. & Abdulshahedb, A. (2019). Ranking the Libyan airlines by using full consistency method (Fucom) and analytical hierarchy process (AHP). Operational Research in Engineering Sciences: Theory and Applications, 2 (1), 1-14.
  • Bakır, M. & Atalık, Ö. (2021). Application of Fuzzy AHP and Fuzzy MARCOS Approach for the Evaluation of E-Service Quality in the Airline Industry. Decision Making: Applications in Management and Engineering, 4 (1), 127-152.
  • Balcı Tali, D. & Karaduman, İ. (2021). Havayolu yolcu taşımacılığında hizmet kalitesi, marka algısı ve müşteri bağlılığı ilişkisi. Journal of Social and Humanities Sciences Research, 8 (72), 1994-2009.
  • Rans, j. & Mareschal, B. (2005). “PROMETHEE Methods”, içinde Figueira vd. (ed.) Multiple Criteria Decision Analysis, State of the Art Survey, New York, Springer Science.
  • Büyüközkan, G., Alpay Havle, C. & Feyzioğlu, O. (2020). A new digital service quality model and its strategic analysis in aviation industry using interval-valued intuitionistic fuzzy AHP. Journal of Air Transport Management, (86), 101817.
  • Chang, Y. H. & Yeh, C. H. (2002). A survey analysis of service quality for domestic airlines. European Journal of Operational Research, 139 (1), 166-177.
  • Chen, F. Y. & Chang, Y. H. (2005). Examining airline service quality from a process perspective. Journal of Air Transport Management, 11 (2), 79-87.
  • Chikwendu, D. U., Ejem, E. & Ezenwa, A. (2012) Evaluation of service quality of Nigerian Airline using servqual model. Journal Of Hospitality Management And Tourism, 3 (6), 117-125.
  • Clemes, M. D., Gan, C., Kao, T. H. & Choong, M. (2008). An empirical analysis of customer satisfaction in international air travel. Innovative Marketing, 4 (2), 49-62.
  • Curtis, T., Rhoades, D. L. & Waguespack, B. P. (2012). Satisfaction with airline service quality: Familiarity breeds contempt. International Journal of Aviation Management, 1 (4), 242-256. http://dx.doi.org/10.1504/IJAM.2012.050472.
  • Dožić, S. & Kalić, M. (2014). An AHP approach to aircraft selection process. transportation research procedia, [S.L.], 3, 165-174.
  • Esin, M. & Düzgün, M. (2021). Küreselleşme sürecinin havayolları işletmeleri üzerine etkisi ve sonuçları. Uluslararası Hukuk ve Sosyal Bilim Araştırmaları Dergisi Uhusbad, 1 (3), 19-35.
  • Fettahlıoğlu, Ö.O., Polat, M. & Demir, S. (2016). hizmet kalitesinin servqual analizi ile ölçümü: Kahramanmaraş İlinde bir uygulama. Ordu Üniversitesi Sosyal Bilimler Araştırmaları Dergisi, 6 (3), 849-860.
  • Gilberta, D. & Wong, R. K. C. (2003). Passenger expectations and airline services: A Hong Kong based study. Tourism Management, 24, 519-532.
  • Gursoy, D., Chen, M. H. & Kim, H. Y. (2005). The us airlines relative positioning based on attributes of service quality. Tourism Management, 26, 57-67.
  • Houston, D (2005) Employability, skills and spatial mismatch in metropolitan labour markets. Urban Studies, 42, 221-243.
  • Hung, Y. H., Huang, M. L. & Chen, K. S. (2003). service quality evaluation by service quality performance matrix. Total Quality Management, 14 (1), 79-89.
  • Kazançoğlu, Y. & Kazançoğlu, İ. (2013). benchmarking service quality performance of airlines ın Turkey. Eskişehir Osmangazi Üniversitesi İİBF Dergisi, 8 (1), 59-91.
  • Kılıç, E., Pazarcı, Ş., Kale S., & Kızıl, M. (2024). Havayolu yolcu/yük taşımacılığının ekonomik büyüme üzerindeki asimetrik davranışının incelenmesi: Türkiye için ampirik bir uygulama. Afyon Kocatepe Üniversitesi Sosyal Bilimler Dergisi, 26 (4), 1758-1774.
  • Küçük Çırpın, B. & Kurt, D., (2016). havayolu taşımacılığında hizmet kalitesi ölçümü. Journal of Transportation and Logistics, 1 (1), 84-98.
  • Lioua, J. J. H. & Tzeng, G. H. (2007). A non-additive model for evaluating airline service quality. Journal Of Air Transport Management, 13, 131–138.
  • Liou, J. J. H., Tsai, C. Y., Lin, R. H. & Tzeng, G. H. (2011). A modified vıkor multiple-criteria decision method for ımproving domestic airlines service quality. Journal of Air Transport Management, 17, 57-61.
  • Li, W., Yu, S., Peı, H., Zhao, C. & Tian, B. (2017). A hybrid approach based on fuzzy AHP and 2-tuple fuzzy linguistic method for evaluation in-flight service quality. Journal of Air Transport Management, 60, 49-64.
  • Mimovic, P. M., Budimevi, K. & Marciki-Horvat, A. (2018). Measuring performance of middle East airlines-AHP Approach. International Journal of the Analytic Hierarchy Process, 10 (3).
  • Moekoe, D. A. L. & Utomo, W. H. (2013). Assessment the determinant factor of service quality in travel agent company using SERVQUAL and AHP Method, Medwell journals. Asian Journal Information Technology, 12 (3), 99-103.
  • Morash, E. A. & Ozment, J. (1994). Toward management of transportation service quality. Logistics And Transportation Review, 30 (2), 115-140.
  • Ostrowski, R. L., O’brien T. V. & Gordon G. L. (1993). Service quality and customer loyalty in the Commercial Airline Industry. Journal of Travel Research, 32 (2), 16-24.
  • Pakdil, F. & Aydın, O. (2007). Expectations and perceptions ın airline services: an analysis using weighted SERVQUAL Scores. Journal of Air Transport Management, 13 (4), 229-237.
  • Parasuraman, A., Zeithaml, V. A. & Berry, L. L. (1988). SERVQUAL: A multiple- ıtem scale for measuring consumer perceptions of service quality. Journal of Retailing, 64 (1), 12-40.
  • Park, J. W., Robertson, R. & Wu, C. L. (2004). The effect of airline service quality on passengers’ behavioral intentions: A Korean case study. Journal of Air Transport Management, 10, 435-439.
  • Pekkaya, M. & Akıllı, F. (2013). Hava yolu hizmet kalitesinin servperf-servqual ölçeği ile değerlendirmesi ve istatistiksel analizi. International Journal of Economic and Social Research, 9 (1), 75-96.
  • Sarminah, S., Mehrbakhsh, N., Supriyanto, E., Somayeh Morshedi Fahad, G., Shahla, A., Rabab, A., Reem, O. & Othman, I. (2021). Factors impacting airport service quality using multi-criteria decision-making approach. Journal of Soft Computing & Decision Support Systems, 8 (2), 1-13.
  • Sarılgan, A. E. & Bakır, M. (2023). Havayolu taşımacılığında havayolu işletmesi seçimi ve memnuniyetin belirleyicileri: Üniversite öğrencileri üzerine bir araştırma. İzmir İktisat Dergisi, 38 (1). 158-174. Doi:10.24988/ije.1101367
  • Singh, A. K. (2016). Competitive service quality benchmarking in airline industry using AHP. Benchmarking: An International Journal, 23 (4), 768-791.
  • Sönmez, R. & Eroğlu, U. (2020). Türk havayolu sektöründe rakip firmalar arasındaki rekabetçi işbirliği ilişkileri. Uludağ Journal of Economy and Society / B.U.Ü. İktisadi ve İdari Bilimler Fakültesi Dergisi, 2 (39), 171-193.
  • Sum Vhau, V. & Kao, Y. (2009). Bridge over troubled water or long and winding road? Gap-5 in airline service quality performance measures. Managing Service Quality: An International Journal, 19 (1), 106-134.
  • Taherdoost, H. & Madanchian, M. (2023). Using PROMETHEE method for multi-criteria decision making: Applications and procedures. Iris J of Eco & Buss Manag. 1(1).
  • Tsantoulıs, M. & Palmer, A. (2008). Quality Convergence in Airline Co-Brand Alliances. Managing Service Quality, 18 (1), 34-64.
  • TÜİK, 2013. Türkiye İstatistik Kurumu. Available at www.tuik.gov.tr (Erişim tarihi: 1 Ekim 2023).
  • Uca Özer, S. & Kayaalp Ersoy, G. (2012). Türkiye’de faaliyet gösteren havayolu şirketlerinin marka kişiliklerini belirlemeye yönelik bir araştırma. Anatolia Turizm Araştırmaları Dergisi, 23 (2), 173-186.
  • Yaşar, M. & Kiracı, K., (2018). Dünya pazarlarında piyasa yapısı: havayolu sektöründe rekabetin ampirik analizi. Uluslararası Yönetim İktisat ve İşletme Dergisi, 3 (14), 731-744.
  • Yeh, C. H. & Kuo, Y. L. (2003). Evaluating passenger services of asia-pacific ınternational airports. Transportation Research Part E, 39 (1), 3935-3948.
There are 50 citations in total.

Details

Primary Language Turkish
Subjects Marketing (Other)
Journal Section Articles
Authors

Ahmet Acem 0000-0003-4554-0951

Dilay Sünbül Acem 0009-0007-7218-7694

Early Pub Date June 2, 2025
Publication Date June 15, 2025
Submission Date February 20, 2025
Acceptance Date March 28, 2025
Published in Issue Year 2025 Volume: 27 Issue: 2

Cite

APA Acem, A., & Sünbül Acem, D. (2025). YOLCULARIN HAVAYOLU FİRMA SEÇİMLERİNİN PROMETHEE YÖNTEMİYLE BELİRLENMESİ (KAHRAMANMARAŞ ÖRNEĞİ). Dokuz Eylül Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 27(2), 789-810. https://doi.org/10.16953/deusosbil.1643927