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

Yıl 2019, Cilt: 14 Sayı: 1, 149 - 168, 29.04.2019

Mahmut Bakır , Özlem Atalık

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

Cited By: 1

Öz

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.

Anahtar Kelimeler

Airline, E-service Quality, Analytical Hierarchy Process

Havayolu İşletmelerinde E-hizmet Kalitesi Boyutlarının Önem Düzeylerinin Belirlenmesi

Öz

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.

Anahtar Kelimeler

Havayolu, E-hizmet Kalitesi, Analitik Hiyerarşi Prosesi

Kaynakça

• Al-Momani , Khalid; & Noor, Nor Azila M. (2009), ''E-service quality, ease of use, usability and enjoyment as antecedents of e-CRM performance: an empirical investigation in Jordan mobile phone services'', The Asian Journal of Technology Management, 2(2), 50-63.
• Alptekin, Nesrin, Hall, Elif E.; Sevim, Nurdan (2015) ''Evaluation of Websites Quality Using Fuzzy TOPSIS Method'', International Journal of Academic Research in Business and Social Sciences, 5(8), 221-242.
• Arpacı, İbrahim (2015), ‘’A comparative study of the effects of cultural differences on the adoption of mobile learning’’, British Journal of Educational Technology, 46(4), 699-712.
• Bakır, Mahmut; Atalık, Özlem (2017), ''Havayolu İşletmelerinde E-hizmet Kalitesine Yönelik Algıların Demografik Değişkenlere Göre İncelenmesi: Y Kuşağı Üzerine Bir Araştırma'', International Journal of Disciplines Economics& Administrative Sciences Studies, 3(4), 280-293.
• Barnes, Stuart J.; Vidgen, Richard (2001), ''An Evaluation of Cyber-Bookshops: The WebQual Method'', International Journal of Electronic Commerce, 6(1), 11-30.
• Blut, Markus; Chowdhry, Nivriti; Mittal, Vikas; Brock, Christian (2015), ''E-service quality: A meta-analytic review'', Journal of Retailing, 91(4), 679-700.
• Chou, Wen-Chin; Cheng, Yi-Ping (2012), ''A hybrid fuzzy MCDM approach for evaluating website: quality of professional accounting firms'', Expert Systems with Applications, 39(3), 2783-2793.
• Çelik, Hakan; Başaran, Bülent (2008), ''Bireysel müşteriler tarafından algılanan elektronik hizmet kalitesi'', Anadolu Üniversitesi Sosyal Bilimler Dergisi, 8(2), 129-152.
• Çelik, Pelin; Gök Kısa, Ayşe C. (2017), ''Fuzzy AHP-Fuzzy PROMETHEE Approach in Evaluation of E-service Quality: Case of Airline Web Sites'', Uluslararası Sosyal Araştırmalar Dergisi, 10(52), 1003-1013.
• Dominic, P. D.D.; Khan, Humera (2014), ''Performance Measure of Airline Websites Using Analytical Hierarchy Process& Fuzzy Analytical Hierarchy Process'', International Conference on Control System, Computing and Engineering (s. 530-535), Penang: IEEE.
• Ecer, Fatih (2014), ''A hybrid banking websites quality evaluation model using AHP and COPRAS-G: a Turkey case'', Technological and Economic Development of Economy, 20(4), 758-782.
• Golden, William; Higgins, Eoin; Hughes, Martin; Flynn, Susan (2003), ''The Internet, a creator of electronic markets for airline tickets'', Collaborative Electronic Commerce Technology and Research(CoLLECTeR), (s. 204-213). Galway, Ireland.
• Güreş, Nuriye; Arslan, Seda; Yılmaz , Harun (2015), ''E-service Quality, Passenger Satisfaction and Passenger Loyalty Relationship in Airline Industry'', Journal of Management, Marketing and Logistics, 2(1), 44-56.
• Hsu, Tsuen-Ho; Hung, Li-Chu; Tang, Jia-Wei (2012), ''A hybrid ANP evaluation model for electronic service quality'', Applied Soft Computing, 12(1), 72-81.
• Jati, Handaru (2009), ''Performance Evaluation on Quality of Asian Airlines Websites- An AHP Approach'', 4th International Conference on E-Commerce with focus on Developing Countries (s. 1-10). Kuala Lumpur: ECDC Conference.
• Jun, Minjoon; Cai, Shaohan (2001), ''The key determinants of internet banking service quality: a content analysis'', International Journal of Bank Marketing, 19(7), 276-291.
• Kaynama, Shohreh A.; Black, Christine I. (2000), ''A proposal to assess the service quality of online travel agencies: An exploratory study'', Journal of professional services marketing, 21(1), 63-88.
• Kecek, Gülnur; Yıldırım, Esra (2010), ''Kurumsal kaynak planlama (ERP) sisteminin analitik hiyerarşi süreci (AHP) ile seçimi: otomotiv sektöründe bir uygulama'', Süleyman Demirel Üniversitesi İktisadi ve İdar iBilimler Fakültesi Dergisi, 15(1), 193-211.
• Kotler , Philip; Keller, Kevin L. (2012), Marketing Management (14 b.), Prentice Hall.
• Kuruüzüm, Ayşe; Atsan, Nuray (2001), ''Analitik Hiyerarşi Yöntemi ve İşletmecilik Alanındaki Uygulamaları'', Akdeniz Üniversitesi İktisadi ve İdari Bilimleri Fakültesi, 1(1), 83-105.
• Kwiesielewicz, Miroslaw; Van Uden, Ewa (2004), ''Inconsistent and contraditory judgements in pairwise comparison method in the AHP'', Computer& Operations Research, 31(5), 713-719.
• Lau, Teck-Chai; Kwek, Choon-Ling; Tan, Hoi-Piew (2011), ''Airline e-ticketing service: How e-service quality and customer satisfaction impacted purchase intention'', International Business Management, 5(4), 200-2008.
• Lee, Feng-Hui; Wu, Wann-Yih (2011), ''Moderating effects of technology acceptance perspectives on e-service quality formation: Evidence from airline websites in Taiwan'', Expert Systems with Applications, 38(6), 7766-7773.
• Lee, Younghwa; Kozar, Kenneth A. (2006), ''Investigating the effect of website quality on e-business success: An analytic hierarchy process (AHP) approach'', Decision Support Systems, 42(2006), 1383-1401.
• Lim, Kai H.; Leung, Kwok; Sia, Choon L.; Lee, Matthew K. (2004), ‘’Is eCommerce boundary-less? Effects of individualism–collectivism and uncertainty avoidance on Internet shopping’’, Journal of Interna-tional Business Studies, 35(6), 545-559.
• Lin, Hsiu-Fen (2010),''An application of fuzzy AHP for evaluating course website quality'' Computers& Education, 54(4), 877-888.Loiacono, Eleanor T.; Watson, Richard T.; Goodhue, Dale L. (2002), ''WebQual: A measure of website quality'', Marketing Theory and Applications, 13(3), 432-438.
• Long, Mary; McMellon, Charles (2004), ''Exploring the determinants of retail service quality on the internet'', Journal of Services Marketing, 18(1), 78-90.
• Madu, Christian N.; Madu, Assumpta A. (2002), ''Dimensions of e-quality'', International Journal of Quality& Reliability Management, 19(3), 246-258.
• Majid, Muhammad K.; Bakri, Norhani; Md Arif, Mohd S. (2015), ''Electronic service quality of Malaysia airline industries(low cost carrier)'', Journal of Advanced Research Design, 11(1), 11-22.
• Marangoz, Mehmet (2014), İnternette Pazarlama, İstanbul: Beta Basım Yayım Dağıtım.
• Nilashi, Mehrbakhsh; Bagherifard, Karamollah; Ibrahim, Othman; Janahmadi, Nasim; Ebrahimi, Leila (2012), ''Ranking parameters on quality of online shopping websites using multi-criteria method'', Research Journal of Applied Sciences, Engineering and Technology, 4(21), 4380-4396.
• Ömürbek, Nuri; Şimşek, Ali (2012), ''Üniversite öğrencilerinin cep telefonu tercihlerinin Analitik Hiyerarşi Prosesi ile belirlenmesi'', Niğde Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 5(1), 116-32.
• Parasuraman, A.; Zeithaml, Valarie A., & Malhotra, Arvind (2005), ''E-S-QUAL: A multiple-item scale for assessing electronic service quality'', Journal of Service Research, 7(3), 213-233.
• Rowley, Jennifer (2006), ''An analysis of the e-service literature: towards a research agenda'', Internet Research, 16(3), 339-359.
• Saaty, Thomas L. (1990), ''How to make a decision: the analytic hierarchy process'', European Journal of Operational Research, 48(1), 9-26.
• Sam, Mohd Fazlı M.; Tahir, Md Nor H. (2009), ''Web Site Quality and Consumer Online Purchase Intention of Air Ticket'', International Journal of Basic&Applied Sciences, 9(10), 20-25.
• Santos, Jessica (2003), ''E-service quality: a model of virtual service quality dimensions'', Managing Service Quality: An International Journal, 13(3), 233-246.
• Sarıçalı, Gizem; Kundakçı, Nilsen (2016), ''AHP ve COPRAS yöntemleri ile otel alternatiflerinin değerlendirilmesi'', International Review of Economics and Management, 4(1), 45-66.
• Shaw, Stephen (2007), Airline marketing and management (6. b.), Hampshire: Ashgate Publishing Limited.
• Shchiglik, Clarry; Barnes, Stuart J. (2004), ''Evaluating website quality in the airline industry'', Journal of Computer Information Systems, 44(3), 17-25.
• Sismanidou, Athina; Palacios , Miguel; Tafur, Javier (2009), ''Progress in airline distribution systems: The threat of new entrants to incumbent players'', Journal of industrial engineering and management, 2(1), 251-272.
• SITA. (2016), ''PASSENGERS IT TRENDS SURVEY'', http://www.sita.aero/resources/type/surveys-reports/passenger-it-trends-survey-2016, (Erişim: 18.08.2017).
• Supçiller, Aliye A.; Çapraz, Ozan (2011), ''AHP-TOPSIS Yöntemine Dayali Tedarikçi Seçimi Uygulaması'', İstanbul Üniversitesi İktisat Fakültesi Ekonometri ve İstatistik Dergisi(13), 1-22.
• Thakran, Kanika; Verma, Rohit (2013), ''The emergence of hybrid online distribution channels in travel, tourism and hospitality'', Cornell Hospitality Quarterly, 54(3), 240-247.
• Tsai, Wen-Hsien; Chou, Wen-Chin; Lai, Chien-Wen (2010), ''An effective evaluation model and improvement analysis for national park websites: A case study of Taiwan'', Tourism Management, 31(6), 936-952.
• Tsai, Wen-Hsien; Chou, Wen-Chin; Leu, Jun-Der (2011), ''An effectiveness evaluation model for the web-based marketingof the airline industry'', Expert Systems with Application, 38, 15499-15516.
• Tütek, Hülya H.; Gümüşoğlu, Şevkinaz; Özdemir, Aslı (2012), Sayısal yöntemler: yönetsel yaklaşım (6. b.), İstanbul: Beta Basım Yayın.Ustasüleyman, Talha (2013), ''Bankacılık sektöründe internet sitesi kalitesi boyutlarının (kriterlerinin) önem derecesinin belirlenmesi'', CBÜ Sosyal Bilimler Dergisi, 11(1), 146-162.
• Vatansever, Kemal; Akgül, Yakup (2014), ''Applying fuzzy analytic hierarchy process for evaluating service quality of private shopping website quality: A case study in Turkey'', Journal of Business Economics and Finance, 3(3), 283-301.
• Vatansever, Kemal; Akgül, Yakup (2018), Performance evaluation of websites using entropy and grey relational analysis methods: The case of airline companies'', Decision Science Letters, 7, 119-130.
• Wensveen, J. G. (2007), Air Transportation : A Management Perspective (6. b.), Hampshire: Ashgate Publishing Limited.
• Wind, Yoram; Saaty, Thomas L. (1980), ''Marketing Applications of the Analytic Hierarchy Process'', Management Science, 26(7), 641-658.
• Wolfinbarger , Mary; Gilly, Mary C. (2003), ''eTailQ: dimensionalizing, measuring and predicting etail quality'', Journal of Retailing, 79(3), 183-198.
• Xie, Zhou C.; Barnes, Stuart J. (2008), ''Web Site Quality in The UK Airline Industry: A Longitudinal Examination'', Journal of Computer Information Systems, 49(2), 50-57.
• Yoo, Boonghee; Donthu, Naveen (2001), ''Developing a scale to measure the perceived quality of an Internet shopping site (SITEQUAL)'', Quarterly Journal of Electronic Commerce, 2(1), 31-45.
• Yu, Yanggang (2010), ''Evaluation of E-commerce service quality using the analytic hierarchy process'', International Conferences on and Information Technology& Ocean Engineering (s. 123-126), IEEE.