Cilt 12 Sayı 3 (2024): Business & Management Studies: An International Journal
Makaleler

Yolcuların çevrimiçi incelemelerinden havayolu hizmet kalitesi boyutlarının belirlenmesi: Servqual'i doğrulamak ve genişletmek için metin madenciliği yaklaşımı

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  • Sena Kılıç,
  • Ebru Enginkaya,
Sena Kılıç
Doktora Öğrencisi, Yıldız Teknik Üniversitesi, İstanbul, Türkiye
Ebru Enginkaya
Doç. Dr., Yıldız Teknik Üniversitesi, İstanbul, Türkiye

Yayınlanmış 25.09.2024

Anahtar Kelimeler

  • Metin Madenciliği, Konu Modelleme, Duygu Analizi, Skytrax, Çevrimiçi Müşteri Değerlendirmeleri
  • Text-Mining, Topic Modelling, Sentiment Analysis, Skytrax; Online Customer Reviews

Nasıl Atıf Yapılır

Yolcuların çevrimiçi incelemelerinden havayolu hizmet kalitesi boyutlarının belirlenmesi: Servqual’i doğrulamak ve genişletmek için metin madenciliği yaklaşımı. (2024). Business & Management Studies: An International Journal, 12(3), 492-504. https://doi.org/10.15295/bmij.v12i3.2406

Telif Hakkı (c) 2024 Sena Kılıç- Ebru Enginkaya

Creative Commons License

Bu çalışma Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License ile lisanslanmıştır.

Nasıl Atıf Yapılır

Yolcuların çevrimiçi incelemelerinden havayolu hizmet kalitesi boyutlarının belirlenmesi: Servqual’i doğrulamak ve genişletmek için metin madenciliği yaklaşımı. (2024). Business & Management Studies: An International Journal, 12(3), 492-504. https://doi.org/10.15295/bmij.v12i3.2406

Öz

Bu çalışma, havayolu hizmet kalitesi boyutlarını, yolcuların çevrimiçi yorumlarında yansıtılan havayollarına yönelik duygusal tepkilerini ve deneyimlerini analiz etmek için metin madenciliği tekniklerini kullanarak incelemektedir. Çalışma, bu boyutlar ile SERVQUAL boyutları arasındaki ilişkiyi belirleyerek havayolu endüstrisindeki SERVQUAL boyutlarının güvenilirliğini doğrulamayı ve havayolu hizmet kalitesi üzerine yeni ve umut verici boyutları ortaya çıkarmayı amaçlamaktadır. Araştırma, yalnızca havayolu hizmet kalitesi ve metin madenciliği uygulamaları üzerine literatürü zenginleştirerek akademiye katkıda bulunmakla kalmayıp, aynı zamanda geliştirilmesi gereken alanları belirlemekte ve yolcuların havayolu hizmet deneyimlerine ilişkin kalite algılarına dayanarak uygulayıcılara sürekli iyileştirme için stratejik yönler önermektedir. Skytrax'tan elde edilen 100 havayoluna ait geniş bir veri setiyle çalışma, havayolu hizmet kalitesi hakkında daha derin bir anlayış sunmakta ve tüketici tercihlerini keşfetmede büyük veri ve metin madenciliği tekniklerinin kullanımını teşvik etmektedir. Çalışmanın bulguları, geleneksel modellere meydan okumakta ve yolcu deneyimlerinin daha iyi anlaşılmasını sağlamak için hizmet kalitesinin yeni, bağlama özgü özelliklerini ortaya çıkarmaktadır. Bu bulgular, havayollarına hizmet sunumlarını nasıl iyileştirebilecekleri ve müşteri beklentilerini nasıl daha iyi karşılayabilecekleri konusunda içgörü sağlayan bir rehberlik sunmakta, bu da nihayetinde müşteri memnuniyetini, sadakatini ve rekabet konumunu iyileştirecektir.

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