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Table Of Contents

1. INTRODUCTION
2. THE AIRLINE INDUSTRY
2.1. CHARACTERISTICS OF AIRLINE INDUSTRY
2.3.1. Turkish Airlines
2.3.2. Onur Air
2.3.3. Pegasus
2.3.4. AtlasJet
2.3.5. AnadoluJet
2.3.6. SunExpress
3. COMPETITIVE STRATEGY
3.1. DEFINITION OF COMPETITIVE STRATEGY
3.2. FIVE FORCES MODEL FOR INDUSTRY ANALYSIS
3.3. COMPETITIVE ADVANTAGE
ADVANTAGE
3.4.1. Cost Leadership
3.4.2. Differentiation
4. SERVICES MARKETING
4.1. CHARACTERISTICS OF SERVICE
4.2. DEFINITION OF SERVICE QUALITY
4.3. CUSTOMER SATISFACTION
4.4. CUSTOMER LOYALTY
4.5. CORPORATE IMAGE
4.6. DIMENSIONS OF SERVICE QUALITY
4.7. THE SERVQUAL MODEL
4.8. SERVICE QUALITY IN AIRLINE INDUSTRY
5.2.1. Turkish Airlines
5.2.2. Onur Air
5.2.4. AtlasJet
5.2.5. General
6. METHODOLOGY OF THE RESEARCH
6.1. AIM OF THE RESEARCH
6.2. METHODOLOGY OF THE RESEARCH
6.2.1. Model of the Research
6.2.2. Hypotheses of the Research
6.2.3. Research Method and Sample
Table 6.1: Service Dimensions and Measurement
6.2.4. Limitations of the Research
6.3. ANALYSIS AND RESULTS
6.3.1. Demographic Structure of the Sample
Table 6.2: Mean of Age of the Sample
Table 6.3: Distribution of Gender
Table 6.4: Distribution of Education
Table 6.5: Distribution of Monthly Individual Income
Table 6.6: Distribution of Marital Status
6.3.2. Trip-Related Characteristics of the Sample
Table 6.7: No of Journey / Year
Table 6.8: Purpose of Flight
Table 6.9: Ticket Purchaser
Table 6.10: Time of Ticket Purchase
Table 6.11: Way of Ticket Purchase
Table 6.12: No. Of Respondents Listing Preferences
Table 6.13: First Airline Company Preference
Table 6.14: Second Airline Company Preference
Table 6.15: Third Airline Company Preference
6.3.3. Service Quality Ratings of the Sample
Table 6.16: Frequency of Companies Evaluated
6.3.3.1. Factor Analysis
Table 6.19: Reliability Statistics of Service Quality Factors
Table 6.20: Correlation of Service Quality Factors for THY
Table 6.21: Correlation of Service Quality Factors for Pegasus
Table 6.22: Correlation of Service Quality Factors for AtlasJet
Table 6.23: Correlation of Service Quality Factors for Onur Air
Table 6.24: Correlation of Service Quality Factors for AnadoluJet
Table 6.25: Correlation of Service Quality Factors for SunExpress
Table 6.26: Test of Homogeneity of Variances
Table 6.27: ANOVA
Table 6.29: Tukey HSD Multiple Comparisons
Table 6.30: Bonferroni Multiple Comparisons
6.3.4. Factors Affecting Respondents’’ Choice of Airline
Table 6.31: Importance of Flying to Same Points Everyday at Same Hour
Table 6.32: Importance of Successful Advertising
Table 6.33: Importance of Successful Webpage
Table 6.34: Importance of Promotions
Table 6.35: Importance of Negative Media News
Table 6.36: Importance of Frequent Flyer Program
Table 6.37: Importance of In-flight Catering Offer
Table 6.38: In Case Low Prices - In-flight Catering Offer Unimportant
Table 6.39: Importance of Airport Closeness
Table 6.40: Always Searching for Lowest Ticket Price
Table 6.41: Always Same Company Although Prices Increase
Table 6.42: Success of Low Cost Carrier Model
Table 6.43: Companies Listed As Low Cost Carrier
6.3.5. Hypothesis Testing
Table 6.44: Chi-Square Tests Income / First Airline
Table 6.45: Mean Scores of Passengers’ Income / First Airline
Table 6.46: Chi-Square Tests Education / First Airline
Table 6.47: Chi-Square Tests Gender / First Airline
Table 6.48: Chi-Square Tests Purpose of Flight/ First Airline
Table 6.49: Chi-Square Tests Flight Frequency/ First Airline
Table 6.50: Custom Table for Flight Frequency / First Airline
Table 6.51: Mean Comparison of Flight Frequency / First Airline
Table 6.52: Chi-Square Tests Ticket Purchaser / First Airline
Table 6.53: Chi-Square Tests Time of Ticket Purchase/ First Airline
Table 6.54: Custom Table for Time of Ticket Purchase / First Airline
Table 6.55:Chi-Square Tests Place of Purchase/ First Airline
Table 6.56: Chi-Square Tests Success of Advertising /First Airline
Table 6.57: Chi-Square Tests Success of Webpage/ First Airline
Table 6.58: Chi-Square Tests Low Price Sensitivity /First Airline
Table 6.59: Mean Comparisons for Low Price / First Airline
Table 6.61: Custom Table for Personality Factors / First Company
6.3.6. Personality Traits
Table 6.62: Reliability Statistics of Big Five Personality Factors
Table 6.63: Means and Std. Deviations of Big Five Personality Factors
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COMPETITIVE STRATEGIES OF AIRLINE

COMPETITIVE STRATEGIES OF AIRLINE

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Published by tuncaydin
COMPETITIVE STRATEGIES OF AIRLINE COMPANIES OPERATING IN TURKISH DOMESTIC AVIATION MARKET
COMPETITIVE STRATEGIES OF AIRLINE COMPANIES OPERATING IN TURKISH DOMESTIC AVIATION MARKET

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Published by: tuncaydin on Jan 08, 2013
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10/23/2013

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