Examining the impact of economy class flight satisfaction on brand loyalty in the light of falling aviation profitability after COVID-19: Case of Turkish Airlines
Yükleniyor...
Dosyalar
Tarih
2023
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
EBES Yayınları
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
The aim of this study is to evaluate whether customer satisfaction for the most preferred economy class flight in airline businesses has a positive effect on brand loyalty. Turkish Airlines was chosen as the company that was discussed in the study. In the study, it was also aimed to investigate whether the perception of the effect of customer satisfaction on brand loyalty differs according to demographic characteristics. The study is also important because it provides up-to-date information about customer expectations that make the company preferable after the decline in airline profit rates after Covid-19. The first main hypothesis was created to measure whether customer satisfaction with economy class flight has a positive effect on brand loyalty. The second main hypothesis of the study was created to measure whether the perception of the effect of customer satisfaction on brand loyalty differs according to demographic characteristics. Questionnaire method was used methodologically in the collection of research data. 330 personnel responded to the questionnaire prepared according to a 5-point Likert scale. The SPSS-22 version was used in the analysis of the data, which includes the necessary complementary statistics and tests (frequency, percentage, mean, standard deviation, Cronbach's Alpha, factor analysis, correlation analysis, regression test, t-test, analysis of variance, Post-Hoc test, etc.). In the study, it was concluded that there is a positive and significant relationship between economy class customer satisfaction and brand loyalty. In addition, it was revealed that there were statistically significant differences between the groups according to gender, job position and educational status, but there was no significant difference according to age and travel purpose.
Açıklama
Anahtar Kelimeler
Aviation, Customer Satisfaction, Brand Loyalty, Air Transport, THY
Kaynak
44th EBES Conference - Istanbul Program and Abstract Book: Istanbul, Türkiye July 6-8, 2023
WoS Q Değeri
Scopus Q Değeri
Cilt
Sayı
Künye
Aksoy, T. ve Kartoğlu, Ö. (2023). Examining the impact of economy class flight satisfaction on brand loyalty in the light of falling aviation profitability after COVID-19: Case of Turkish Airlines içinde (52-52 ss.). İstanbul: EBES Publications.
