Analysis of Satisfaction Level Based on eWOM in Airlines through SWARA and MABAC Methods

Yıl 2019, Cilt: 34 Sayı: 1, 51 - 66, 29.03.2019

Mahmut Bakır

https://doi.org/10.24988/ije.2019341787

Cited By: 15

Öz

In
this study, the main goal is to evaluate the satisfaction level of the major
airlines in Europe. For this purpose, electronic consumer reviews on the
TripAdvisor website are used as secondary data. In this study, SWARA and MABAC
methods are used integrally, firstly, criteria weights are determined by the
SWARA method, and then the airlines are evaluated by the MABAC method. As a
result of the study, it is found that the most important attribute on
satisfaction is ‘’value for money’’ and the least important attribute is ‘’food
and beverage’’. Additionally, the X7 airline has the highest satisfaction
level.

Anahtar Kelimeler

Airline, Electronic Word of Mouth, SWARA, MABAC

SWARA ve MABAC Yöntemleri İle Havayolu İşletmelerinde eWOM’ a Dayalı Memnuniyet Düzeyinin Analizi

Öz

Bu
çalışmada, Avrupa’ da faaliyet gösteren başlıca havayolu işletmelerine yönelik
memnuniyet düzeyinin değerlendirilmesi amaçlanmıştır. Bu amaçla TripAdvisor web
sitesinde yer alan elektronik tüketici deneyimleri ikincil veri olarak
kullanılmıştır. SWARA ve MABAC yöntemlerinin bütünleşik olarak kullanıldığı bu
çalışmada öncelikle kriter ağırlıkları SWARA yöntemi ile belirlenmiş, ardından
havayolu işletmeleri MABAC yöntemiyle değerlendirilmiştir. Çalışma sonucunda
memnuniyet üzerindeki en belirleyici kriterin ‘’paranın karşılığı’’ olduğu, en
önemsiz kriterin ise ‘’yemek ve içecek’’ olduğu görülmüştür. X7 havayolu ise en
yüksek memnuniyet düzeyine sahip havayolu olarak belirlenmiştir.

Anahtar Kelimeler

Havayolu, Elektronik Ağızdan Ağıza İletişim, SWARA, MABAC

Kaynakça

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