REGIONAL AIRCRAFT SELECTION WITH FUZZY PIPRECIA AND FUZZY MARCOS: A CASE STUDY OF THE TURKISH AIRLINE INDUSTRY

Aircraft selection is an important issue in achieving long-term goals in the airline industry. For this issue in which multiple conflicting criteria are involved, the extant literature points to the use of multi-criteria decision-making (MCDM) methods. In this respect, this study aims to propose a systematic and comprehensive framework with a focus on the regional aircraft selection perspective. To achieve this, an integrated fuzzy Pivot Pairwise Relative Criteria Importance Assessment (F-PIPRECIA) and fuzzy Measurement Alternatives and Ranking according to the Compromise Solution (F-MARCOS) approach was employed. In this study, in which six regional aircraft alternatives were evaluated according to 14 criteria, data were collected from five decision experts. As a result, it was found that the most pivotal criterion is C33 (Operational Cost), and the least important criterion is C12 (NOx). In addition, CRJ1000 was identified as the most promising regional aircraft alternative. The results of the application were further validated by applying a three-stage sensitivity analysis. The proposed structure is anticipated to assist airline managers in aircraft selection decisions under uncertainty by offering a robust and systematic tool

Havayolu Marka Kişiliği Algısının Geleneksel ve Nöropazarlama Yöntemleri İle Karşılaştırılmasına Yönelik Bir Uygulama

anemonNowadays, researchersare interested in multidisciplinary fields to find answers to various questionsin the scientific field. In this context, it has been stated thatneuromarketing techniques, which combine marketing and neuroscience and providethe opportunity to find answers to many questions in different areas ofmarketing, are one of the most effective ways of determining the real feelingsand thoughts of consumers. In this study; brand personality features of RedAirlines and Yellow Airlines operating in Turkey are determined using thesurvey and EEG Analysis Method, one of the neuromarketing techniques and then, both methods are compared. In the first phase of the study; the features ofbrand personality for both airlines are shown to 32 volunteer participants andtheir reactions to these attributes are measured. In the second phase of thestudy; the brand personality scale, which was developed by Aaker and composedof 42 brand personality, is asked to the voluntary participants for bothairlines. Consequently, it is found that the findings of both methods differ significantly.Günümüzde araştırmacılar bilimsel alandaki çeşitli sorularacevap bulabilmek için disiplinler arası alanlara ilgi duymaya başlamıştır. Bukapsamda pazarlama ile nörobilimi bir araya getiren, nöropazarlama tekniklerinin, tüketicilerin gerçek duygularını ve düşüncelerini belirlemenin en etkinyollarından biri olduğu ifade edilmektedir. Bu çalışmada; Türkiye’de faaliyetgösteren Kırmızı Havayolları ile Sarı Havayolları’nın marka kişilik özelliklerianket ve nöropazarlama tekniklerinden EEG Analiz Yöntemi kullanılarakbelirlenmiş ve her iki yöntem karşılaştırılmıştır. Çalışmanın ilk aşamasında;32 gönüllü katılımcıya her iki havayoluna ilişkin marka kişiliği sıfatlarıgösterilmiş ve bu sıfatlara ilişkin tepkileri ölçümlenmiştir. Çalışmanın ikinciaşamasında ise; Aaker tarafından geliştirilen ve 42 marka kişiliği sıfatındanoluşan marka kişiliği skalasını gönüllü katılımcıların her iki havayoluna görecevaplandırmaları istenmiştir. Çalışmanın sonucunda her iki yöntemden eldeedilen bulguların büyük oranda farklılık gösterdiği saptanmıştır. 46950

An Application for Comparing Airline Brand Personality Perception with Traditional and Neuromarketing Methods

anemonNowadays, researchersare interested in multidisciplinary fields to find answers to various questionsin the scientific field. In this context, it has been stated thatneuromarketing techniques, which combine marketing and neuroscience and providethe opportunity to find answers to many questions in different areas ofmarketing, are one of the most effective ways of determining the real feelingsand thoughts of consumers. In this study; brand personality features of RedAirlines and Yellow Airlines operating in Turkey are determined using thesurvey and EEG Analysis Method, one of the neuromarketing techniques and then, both methods are compared. In the first phase of the study; the features ofbrand personality for both airlines are shown to 32 volunteer participants andtheir reactions to these attributes are measured. In the second phase of thestudy; the brand personality scale, which was developed by Aaker and composedof 42 brand personality, is asked to the voluntary participants for bothairlines. Consequently, it is found that the findings of both methods differ significantly.Günümüzde araştırmacılar bilimsel alandaki çeşitli sorularacevap bulabilmek için disiplinler arası alanlara ilgi duymaya başlamıştır. Bukapsamda pazarlama ile nörobilimi bir araya getiren, nöropazarlama tekniklerinin, tüketicilerin gerçek duygularını ve düşüncelerini belirlemenin en etkinyollarından biri olduğu ifade edilmektedir. Bu çalışmada; Türkiye’de faaliyetgösteren Kırmızı Havayolları ile Sarı Havayolları’nın marka kişilik özelliklerianket ve nöropazarlama tekniklerinden EEG Analiz Yöntemi kullanılarakbelirlenmiş ve her iki yöntem karşılaştırılmıştır. Çalışmanın ilk aşamasında;32 gönüllü katılımcıya her iki havayoluna ilişkin marka kişiliği sıfatlarıgösterilmiş ve bu sıfatlara ilişkin tepkileri ölçümlenmiştir. Çalışmanın ikinciaşamasında ise; Aaker tarafından geliştirilen ve 42 marka kişiliği sıfatındanoluşan marka kişiliği skalasını gönüllü katılımcıların her iki havayoluna görecevaplandırmaları istenmiştir. Çalışmanın sonucunda her iki yöntemden eldeedilen bulguların büyük oranda farklılık gösterdiği saptanmıştır. 46950

Exploring service quality of low-cost airlines in Europe: An integrated MCDM approach

This study aims to evaluate service quality performance of major LCCs (Low Cost Carriers) in Europe by the MCDM (Multi-Criteria Decision Making) methodology. In addition it focuses on managerial business models and includes the international airline service providers that have applied the cost leadership strategy. In the study passenger reviews based on customer-rating systems are adopted as an alternative data source. For this purpose 24,971 passenger reviews, including 7 evaluation criteria, are analyzed. In this integrated methodology the Entropy method is used to weight the service quality criteria and the WASPAS method is used to rank the airlines. A sensitivity analysis is also applied and the robustness and stability of the application are confirmed. Consequently Jet2.com demonstrates the best service performance overall and legroom is the most important evaluation criterion

How to Achieve Passenger Satisfaction in the Airport? Findings from Regression Analysis and Necessary Condition Analysis Approaches through Online Airport Reviews

Delivering high-quality service to passengers can be critical for an airport’s survival, competitiveness, profitability, and long-term growth in a highly competitive environment. The present study aims to examine the relationship between airport service attributes and passenger satisfaction. To this end, we conducted multi-method research consisting of symmetric (multiple regression analysis—MRA) and asymmetric (necessary condition analysis—NCA) approaches. The research data consists of 1463 valid online reviews (n = 1463) of the top 50 busiest airports in Europe retrieved from Skytrax. The MRA was employed to examine the net effect of the eight airport service attributes on passenger satisfaction, while the NCA was used to explore the necessary conditions and level of necessity to achieve passenger satisfaction. Using MRA, the findings reveal that airport staff is the most influential predictor of passenger satisfaction, whereas airport shopping and airport Wi-Fi connectivity do not have a significant effect on passenger satisfaction. Moreover, the NCA results found that six of the eight conditions are necessary to achieve passenger satisfaction at the airport. To complement and comprehend the findings, this study also sheds light on the antecedents underlying airport passenger satisfaction in the post-COVID-19 era using NCA