Determining the Importance Level of E-Service Quality Dimensions in Airline Companies

Year 2019, Volume: 14 Issue: 1, 149 - 168, 29.04.2019

Mahmut Bakır , Özlem Atalık

https://doi.org/10.17153/oguiibf.453820

Cited By: 1

Abstract

Because of developments in information technology, distribution of
products has started to be provided over the internet, and the airline industry
has been affected too much by this situation. In this context, while the share
of services offered by travel agencies has been gradually decreasing, the
internet has started to be widely used by airline companies, especially by low-cost
carriers. This study aims to determine the importance level of the factors
affecting e-service quality provided in the airline industry. In this study, the
AHP (Analytic Hierarchy Process) method is used in the evaluation phase.
E-service quality is evaluated by a hierarchical structure consisting of 4 main
criteria and 13 sub-criteria. While service quality is determined as the most
important main criterion, it is seen that reliability and understandability are
found to be the most important sub-criteria. The most insignificant criterion
also is personalization.

Keywords

Airline, E-service Quality, Analytical Hierarchy Process

Havayolu İşletmelerinde E-hizmet Kalitesi Boyutlarının Önem Düzeylerinin Belirlenmesi

Abstract

Bilgi
teknolojilerinde yaşanan gelişmeler neticesinde ürünlerin dağıtımı internet
üzerinden sağlanmaya başlanmış ve havayolu taşımacılığı sektörü de bu gelişmeden
fazlasıyla etkilenmiştir. Bu kapsamda seyahat acentalarının sunduğu hizmetlerin
payı giderek düşerken, internet kanalı başta düşük maliyetli taşıyıcılar olmak
üzere havayolu işletmeleri tarafından yaygın bir şekilde kullanılmaya
başlanmıştır. Bu çalışmada havayolu işletmelerinde sunulan e-hizmetlerde
kaliteyi etkileyen unsurların önem düzeylerinin belirlenmesi amaçlanmıştır.
Değerlendirme aşamasında AHP (Analitik Hiyerarşi Prosesi) yönteminin
kullanıldığı bu çalışmada, e-hizmet kalitesi 3 ana kriter ve 13 alt kriterden
oluşan hiyerarşik yapıyla ele alınmıştır. Çalışma sonucundan hizmet kalitesi en
önemli ana kriter olarak belirlenirken güvenilirlik ve anlaşılabilirlik
unsurlarının en önemli alt kriterler olduğu görülmüştür. Önem düzeyi en düşük
kriter ise kişiselleştirme olarak belirlenmiştir.

Keywords

Havayolu, E-hizmet Kalitesi, Analitik Hiyerarşi Prosesi

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