Abstract:

The Covid-19 pandemic, which broke out in 2019 and affected the whole world, caused aviation businesses to gradually stop their flights and cancel tickets and reservations. It is considered that the satisfaction levels of the passengers, who had to change their travel plans due to canceled flights and whose tickets and reservations were canceled, decreased. With the resumption of the flights, it is considered that the previous experiences of the passengers, who will choose the airline again in their travels, will affect their preferences. In this context, it is inevitable that the crisis management strategies implemented by airline companies during the pandemic will guide this change. In addition, it is considered that the corporate reputation of aviation companies will affect consumer preferences. The purpose of this study is to investigate the mediating role of corporate reputation in the relation of perceived crisis management and brand preference. The hypothesizes of research are tested on 204 airline passengers. As a result of the research, it is found that corporate reputation has a mediator effect in the relation of perceived crisis management and brand preference.

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