INVESTIGATION OF AIRLINES' MARKETING AND FINANCIAL EFFICIENCY BY USING STOCHASTIC FRONTIER ANALYSIS

Yıl 2021, Sayı: 42, 304 - 315, 08.01.2021

Umut Aydın , Gizem Kaya

https://doi.org/10.30794/pausbed.689916

Cited By: 3

Öz

In this study, it is aimed to use the financial and marketing indicators of 42 airline companies for the year 2016 by using stochastic frontier analysis (SSA) method. Multiple regression analysis on revenue per kilometer showed that the liquidity component, which is one of the financial indicators of the airlines, the Skytrax rankings from the marketing indicators and fleet numbers have significant impacts on it. According to the analysis, as the liquidity of the companies increase, the revenue per kilometer decreases. As the number of Skytrax ranking increases, revenue per kilometer decreases. Lastly, as the number of fleet of companies increases, the revenue per kilometer, which is an indicator of seats sold by airlines, increased. According to the results of the stochastic frontier analysis (SSA), using the marketing and financial variables in the revenue per kilometer, the companies of Hawaiian Airlines, Korean Air, Singapore Airlines and United Airlines are found relative efficient.

Anahtar Kelimeler

Airlines, Efficiency, Marketing, Finance

HAVAYOLLARININ PAZARLAMA VE FİNANSAL ETKİNLİKLERİNİN STOKASTİK SINIR ANALİZİ YÖNTEMİ İLE İNCELENMESİ

Öz

Bu çalışmada 2016 yılı için 42 havayolu firmasına ait finansal ve pazarlama göstergeleri kullanılarak havayollarının ücretli yolcu mesafesi üzerinden etkinlikleri stokastik sınır analizi (SSA) yöntemi kullanılarak bulunması amaçlanmıştır. Ücretli yolcu mesafesi üzerinde çoklu regresyon analizi ile havayollarının finansal göstergelerinden olan likidite bileşeninin, pazarlama göstergelerinden olan Skytrax sıralamalarının ve filo sayılarının etkili olduğu görülmüştür. Analiz sonucuna göre şirketlerin likiditeleri arttıkça ücretli yolcu mesafesi azalmaktadır. Skytrax sıralaması arttıkça yani sıralamada şirketlerin memnuniyet/kalite sıralaması düştükçe ücretli yolcu mesafesinin ise azaldığı, son olarak şirketlerin filo sayısı arttıkça şirketlerin sattığı koltukların göstergesi olan ücretli yolcu mesafesi değişkeninin arttığı görülmüştür. Stokastik sınır analizi (SSA) sonuçlarına göre ücretli yolcu mesafesinde pazarlama ve finansal değişkenler kullanılarak Hawaiian Airlines, Korean Air, Singapore Airlines, United Airlines şirketleri diğer 38 şirkete göre göreli olarak etkin bulunmuştur.

Anahtar Kelimeler

Havayolları, Etkinlik, Pazarlama, Finans

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