Publication: Havayollarında Satış-Pazarlama ve Türk Hava Yolları'nın Ürün ve Hizmet Analizi (2003-2016)
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Date
2017
Authors
Eroğlu, Uğur
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Publisher
İstanbul Kültür Üniversitesi / Sosyal Bilimler Enstitüsü / İktisat Anabilim Dalı / Yönetim Ekonomisi Bilim Dalı
Abstract
Küreselleşme farklı ülkelerdeki yeni pazarlara ulaşmayı kolaylaştırsa da, bu kolaylık neredeyse bütün sektörlerde önemli ölçüde rekabet artışı yaşanmasına da sebep olmuştur. Küreselleşmenin yayılmasında en önemli etkenlerden biri olan ulaşım sektöründe de rekabet yıllar içerisinde giderek artmıştır. Bu artışın en büyük iki nedeni; meydana gelen teknolojik gelişmelerle uçakların hem hız hem de konfor anlamında yolculara çok iyi imkânlar sağlaması ve tüm dünyada aşamalı olarak yürürlüğü giren havacılıktaki serbestleşme politikalarıdır. Bu politikalar sonucunda havayolları kendilerine yeni pazarlar bulabilmekte, yeni pazarlar ise havayolları arasında ciddi bir rekabet ortamı oluşturmaktadır. Bu rekabet ortamında havayolları piyasada bulunan mevcut yolcuları kendi havayollarına çekebilmek için birtakım satış arttırma politikalarına başvurmaktadır. Bu politikalardan ürün ve hizmet kalitesinin iyileştirilmesi yolcuların havayolu seçimindeki en önemli etkenlerden biri olmuştur. Yolcuların gelişen teknolojiyle birlikte bilgiye çok daha kolay ulaşabilmesi, uçmak istedikleri parkurlar arasında hava taşımacılığı hizmeti veren havayollarını ücret, tarife, ikram, servis, uçak tipi, bagaj hakkı vb. konularda kıyaslayabilme imkânı sağlamıştır. Bu durum ise havayollarını yolcular ve rakipleri karşısında daha hassas davranmaya zorlamıştır. 2003 yılında Türkiye iç hat pazarında meydana gelen serbestleşme düzenlemeleri ve Türk Hava Yolları'nın bu yıldan itibaren dünya genelinde uçuş ağını genişletme politikaları sonucunda artan rekabet acaba Türk Hava Yolları'nın ürün ve hizmet politikalarında nasıl bir değişime neden olmuştur? 2003 yılından itibaren iç hat pazarına giren Türk taşıyıcılar THY'nin yolcu ve pazar payını nasıl etkilemiştir? 2003 yılından itibaren THY'nin ürün ve hizmet alanındaki politikaları, nitel veriler (uçulan şehir sayısı, uçak sayısı, kapasite, yolcu sayısı, doluluk oranı, gelir, müşteri memnuniyetleri vb.) ve uluslararası bağımsız değerlendirme kuruluşlarının analizleri doğrultusunda incelenerek, THY'nin ürün ve hizmet politikaları yerli ve yabancı rakipleriyle karşılaştırılıp, güçlü ve zayıf yönleri belirlenmeye çalışılacaktır.
While globalization makes it easier to reach new markets in different countries, this convenience has also led to significant competitive increases in almost all sectors. Competition in the transportation sector, one of the most important factors in the spread of globalization, has increased over the years. The two biggest reasons for this increase are; technological advances that have come to the fore are the aviation liberalization policies that allow planes to provide very good opportunities for passengers both in terms of speed and comfort, and gradually enter into force throughout the world. As a result of these policies, airlines can find new markets for themselves and new markets create a serious competition between airlines. In this competitive environment, airlines apply a number of sales promotion policies to attract existing passengers to their airlines. Improving the quality of products and services from these policies has been one of the most important factors in airline selection for passengers. With the developing technology of the passengers, the information can be reached more easily, the airlines that provide air transport service among the courses they want to fly charge, tariff, catering, service, airplane type, the possibility of comparing them to topics. This has forced airlines to be more sensitive to passengers and competitors. What is the change in the Turkish Airlines 'product and service policies, which has become increasingly competitive as a consequence of Turkish Airlines' global flight network expansion policies since 2003 and the liberalization regulations that took place in the Turkish domestic market in 2003? How have Turkish carriers, which entered the domestic market since 2003, affected the passenger and market share of THY? Since 2003, THY's policies in the area of product and service have been analyzed in the direction of analyzes of qualitative data (number of flights, number of airplanes, capacity, number of passengers, occupancy rate, income, customer satisfaction etc.) and service policies will be compared with domestic and foreign competitors and their strengths and weaknesses will be tried to be determined.
While globalization makes it easier to reach new markets in different countries, this convenience has also led to significant competitive increases in almost all sectors. Competition in the transportation sector, one of the most important factors in the spread of globalization, has increased over the years. The two biggest reasons for this increase are; technological advances that have come to the fore are the aviation liberalization policies that allow planes to provide very good opportunities for passengers both in terms of speed and comfort, and gradually enter into force throughout the world. As a result of these policies, airlines can find new markets for themselves and new markets create a serious competition between airlines. In this competitive environment, airlines apply a number of sales promotion policies to attract existing passengers to their airlines. Improving the quality of products and services from these policies has been one of the most important factors in airline selection for passengers. With the developing technology of the passengers, the information can be reached more easily, the airlines that provide air transport service among the courses they want to fly charge, tariff, catering, service, airplane type, the possibility of comparing them to topics. This has forced airlines to be more sensitive to passengers and competitors. What is the change in the Turkish Airlines 'product and service policies, which has become increasingly competitive as a consequence of Turkish Airlines' global flight network expansion policies since 2003 and the liberalization regulations that took place in the Turkish domestic market in 2003? How have Turkish carriers, which entered the domestic market since 2003, affected the passenger and market share of THY? Since 2003, THY's policies in the area of product and service have been analyzed in the direction of analyzes of qualitative data (number of flights, number of airplanes, capacity, number of passengers, occupancy rate, income, customer satisfaction etc.) and service policies will be compared with domestic and foreign competitors and their strengths and weaknesses will be tried to be determined.
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Keywords
Türk Hava Yolları, Rekabet, Ürün ve Hizmet, Turkish Airlines, Competition, Product and Service