Investigation of Airline Companies’ Corporate Reputation with RQ Model Through "Şikayetvar" Website

Yıl 2022, Cilt: 13 Sayı: 1, 436 - 449, 10.02.2022

Emrah Sıtkı Yılmaz , Feride Bal

Öz

While the innovations and marketing opportunities offered by the developing technology in the current century provide benefits to the institutions in terms of competition, the area in which companies can outperform their competitors is their corporate reputation, a difficult and abstract source to imitate, and thus reputation becomes an important strategic competitive element. Corporate reputation, which is an abstract concept for customer perceptions, plays an important role in ensuring consumer loyalty and trust in the organization. The purpose of this study is to classify the complaints records created on the “Şikayetvar” website in 2019 regarding six airlines according to the subcomponents of the RQ model, which is expressed as a reputation coefficient, taking into account all complaint records, and to examine the criteria formed after this classification process in detail. In addition, it is aimed to evaluate the complaints created separately for each airline according to the components of the RQ model, to be a guiding study in order to be able to see the weaknesses of these airlines and make the necessary arrangements accordingly. The results of the study show that the majority of complaints generated for six airlines are concentrated in the product and service and financial performance components. In addition, criteria such as the attitudes and behaviors of the employees, the delays in refunding the ticket fees in case of flight cancellation, the transportation of pets, the use of social media accounts and the response to complaints stand out in terms of the results of the study.

Anahtar Kelimeler

Corporate Reputation, RQ Model, Social Networking Sites, Şikayetvar

Havayolu Firmalarının Kurumsal İtibarlarının “Şikayetvar” Sitesi Üzerinden RQ Modeli ile İncelenmesi

Öz

İçinde bulunduğumuz yüzyılda gelişen teknolojinin sunmuş olduğu yenilikler ve pazarlama imkânları, kurumlara rekabet noktasında yarar sağlasa da firmaların rakiplerine üstünlük sağlayabilecekleri alan taklit edilmesi zor ve soyut bir kaynak olan kurumsal itibarları olmakta ve böylece itibar önemli bir stratejik rekabet unsuru haline gelmektedir. Müşterilerin algılarına yönelik soyut bir kavram olan kurumsal itibar, tüketicinin bağlılığını ve kuruma olan güvenini sağlamakta önemli bir rol üstlenmektedir. Bu çalışmanın amacı, 2019 yılında “Şikayetvar” sitesinde altı havayolu firması ile ilgili oluşturulan şikayet kayıtlarının tümü dikkate alınarak itibar katsayısı olarak ifade edilen RQ modelinin alt bileşenlerine göre sınıflandırılması ve bu sınıflandırılma işlemi sonrası oluşan kriterlerin detaylı olarak incelenmesidir. Ayrıca oluşturulan şikayetlerin RQ modelinin bileşenlerine göre her bir havayolu firması için ayrı ayrı değerlendirilmesi, bu havayolu firmalarının zayıf yönlerini görebilmesi ve bu doğrultuda gerekli düzenlemeleri yapabilmesi adına yol gösterici bir çalışma olması amaçlanmaktadır. Çalışmanın sonuçları altı havayolu firması için oluşturulan şikayetlerin çoğunluğunun ürün ve hizmet ile finansal performans bileşenlerinde yoğunlaştığını göstermektedir. Ayrıca çalışanların tutum ve davranışları, uçuş iptali durumunda bilet ücretlerinin iadesinde yaşanan gecikmeler, evcil hayvanların taşınma durumu, sosyal medya hesaplarının kullanımı ve firmaların şikayetlere dönüş kriterleri çalışmanın sonuçları açısından ön plana çıkmaktadır.

Anahtar Kelimeler

Kurumsal İtibar, RQ Modeli, Sosyal Paylaşım Siteleri, Şikayetvar

Kaynakça

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