Özet:

Airline companies are in intense competition with many airline companies, both local and international, in the airline market, which is becoming more and more complex. In this intensely competitive environment, airline companies that can accurately determine customer expectations obtain important opportunities for competitive advantage. In this study, to determine customer expectations, the factors that passengers traveling in the entertainment segment of the airline market consider when choosing their airline companies are examined. The importance levels of the factors were determined with a 5-Likert type scale and their relative importance was determined with a 1-9 comparison scale. Analyzes were carried out with a data set obtained from 385 passengers via an online survey. In the analysis results, it was determined that the factors are listed according to their importance level as flight schedule, reliability, service quality, and price. When the relative importance is evaluated, it is seen that this ranking changes in the form of flight schedule, reliability, price, and service quality. Findings suggest that customers may pay more to businesses that offer favorable flight schedules and have a high-security image. Therefore, it is recommended that airline companies that want to gain a competitive advantage with differentiation strategy should shape their strategies in line with these issues.

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