The Evaluation of Marketing Performance of Airline Companies with AHP and TOPSIS Methods

Mehmet Etlioğlu

Makale detayları

The Evaluation of Marketing Performance of Airline Companies with AHP and TOPSIS Methods

Yazarlar:

Mehmet Etlioğlu

Yayıncı:

Mustafa Süleyman ÖZCAN

Ana Başlıklar:

Ulaşım Ekonomisi | Araştırma | Bilim ve Teknoloji Politikası | İşletme | Bütçe ve Mali Planlama

Dergi:

İnsan ve Toplum Bilimleri Araştırmaları Dergisi Vol.14 Issue 3, pp.1275-1305

Belge Tipi:

Makale

Yayın Tarihi:

9/2025

Belge Dili:

İngilizce

Document ID (Org No.):

2001358053

pISSN:

2147-1185

Anahtar kelimeler:

Özet:

 Marketing performance is a critical success factor in achieving sustainable profitability and competitive advantage for airline companies in the global competitive environment. Increasing competition in the sector and diversification of consumer expectations have made the effectiveness of marketing strategies dependent not only on traditional productservice, price, place and promotion elements but also on comprehensive criteria such as digital marketing, brand positioning, technology and innovation management and customer experience. In addition, the importance of digitalization and customer-oriented strategies in achieving competitive advantage is gradually increasing. In the literature, studies conducted using multi-criteria decision-making techniques in airline companies generally focus on basic performance indicators, financial and service quality. In this context, it is evaluated that the study will contribute to the literature and sector practitioners by evaluating the marketing performances of airline companies with multi-criteria decision-making techniques, AHP and TOPSIS. In this context, it has become mandatory for airline companies to evaluate their marketing strategies with multi-dimensional and analytical approaches for sustainable success. The aim of the study is to evaluate the prioritization of marketing strategies in the airline sector systematically and comprehensively with multi-criteria decision-making methods. In line with this purpose, considering the limitations in the literature, the weights and importance rankings of basic marketing criteria were determined with the AHP method; Then, the marketing performances of four airline companies operating in Türkiye were compared using the TOPSIS method. The analysis results revealed that pricing 0.232, productservice quality 0.206 and digital marketing 0.113 were the most critical criteria. Technology and innovation management 0.111 also has an important place in competitive strategies. In the TOPSIS analysis, Airline A showed the highest performance in the areas of productservice, place, promotion, digital marketing, brand positioning, customer experience and technology-innovation. Airline B ranked second, and Airlines C and D ranked third. These findings provide significant contributions to airline companies in making their marketing strategies more effective and efficient and thus achieving competitive advantage.

 Marketing performance is a critical success factor in achieving sustainable profitability and competitive advantage for airline companies in the global competitive environment. Increasing competition in the sector and diversification of consumer expectations have made the effectiveness of marketing strategies dependent not only on traditional productservice, price, place and promotion elements but also on comprehensive criteria such as digital marketing, brand positioning, technology and innovation management and customer experience. In addition, the importance of digitalization and customer-oriented strategies in achieving competitive advantage is gradually increasing. In the literature, studies conducted using multi-criteria decision-making techniques in airline companies generally focus on basic performance indicators, financial and service quality. In this context, it is evaluated that the study will contribute to the literature and sector practitioners by evaluating the marketing performances of airline companies with multi-criteria decision-making techniques, AHP and TOPSIS. In this context, it has become mandatory for airline companies to evaluate their marketing strategies with multi-dimensional and analytical approaches for sustainable success. The aim of the study is to evaluate the prioritization of marketing strategies in the airline sector systematically and comprehensively with multi-criteria decision-making methods. In line with this purpose, considering the limitations in the literature, the weights and importance rankings of basic marketing criteria were determined with the AHP method; Then, the marketing performances of four airline companies operating in Türkiye were compared using the TOPSIS method. The analysis results revealed that pricing 0.232, productservice quality 0.206 and digital marketing 0.113 were the most critical criteria. Technology and innovation management 0.111 also has an important place in competitive strategies. In the TOPSIS analysis, Airline A showed the highest performance in the areas of productservice, place, promotion, digital marketing, brand positioning, customer experience and technology-innovation. Airline B ranked second, and Airlines C and D ranked third. These findings provide significant contributions to airline companies in making their marketing strategies more effective and efficient and thus achieving competitive advantage.

 Marketing performance is a critical success factor in achieving sustainable profitability and competitive advantage for airline companies in the global competitive environment. Increasing competition in the sector and diversification of consumer expectations have made the effectiveness of marketing strategies dependent not only on traditional productservice, price, place and promotion elements but also on comprehensive criteria such as digital marketing, brand positioning, technology and innovation management and customer experience. In addition, the importance of digitalization and customer-oriented strategies in achieving competitive advantage is gradually increasing. In the literature, studies conducted using multi-criteria decision-making techniques in airline companies generally focus on basic performance indicators, financial and service quality. In this context, it is evaluated that the study will contribute to the literature and sector practitioners by evaluating the marketing performances of airline companies with multi-criteria decision-making techniques, AHP and TOPSIS. In this context, it has become mandatory for airline companies to evaluate their marketing strategies with multi-dimensional and analytical approaches for sustainable success. The aim of the study is to evaluate the prioritization of marketing strategies in the airline sector systematically and comprehensively with multi-criteria decision-making methods. In line with this purpose, considering the limitations in the literature, the weights and importance rankings of basic marketing criteria were determined with the AHP method; Then, the marketing performances of four airline companies operating in Türkiye were compared using the TOPSIS method. The analysis results revealed that pricing 0.232, productservice quality 0.206 and digital marketing 0.113 were the most critical criteria. Technology and innovation management 0.111 also has an important place in competitive strategies. In the TOPSIS analysis, Airline A showed the highest performance in the areas of productservice, place, promotion, digital marketing, brand positioning, customer experience and technology-innovation. Airline B ranked second, and Airlines C and D ranked third. These findings provide significant contributions to airline companies in making their marketing strategies more effective and efficient and thus achieving competitive advantage.

 Küresel rekabet ortamında havayolu şirketleri için pazarlama performansı sürdürülebilir karlılık ve rekabet avantajı elde etmede kritik bir başarı faktörüdür. Sektörde artan rekabet ve tüketici beklentilerinin çeşitlenmesi, pazarlama stratejilerinin etkinliğini sadece geleneksel ürün, fiyat, dağıtım ve tutundurma unsurlarına değil aynı zamanda dijital pazarlama, marka konumlandırma, teknoloji ve inovasyon yönetimi ve müşteri deneyimi gibi kapsamlı kriterlere de bağımlı hale getirmiştir. Ayrıca rekabet avantajı elde etmede dijitalleşmenin ve müşteri odaklı stratejilerin önemi giderek artmaktadır. Literatürde havayolu şirketlerinde çok kriterli karar verme teknikleri kullanılarak yapılan çalışmalar genellikle temel performans göstergeleri, finansal ve hizmet kalitesine odaklanmaktadır. Bu bağlamda çalışmanın havayolu şirketlerinin pazarlama performanslarını çok kriterli karar verme teknikleri, AHP ve TOPSIS ile değerlendirerek literatüre ve sektör uygulayıcılarına katkı sağlayacağı değerlendirilmektedir. Bu bağlamda havayolu şirketlerinin sürdürülebilir başarı için pazarlama stratejilerini çok boyutlu ve analitik yaklaşımlarla değerlendirmeleri zorunlu hale gelmiştir. Çalışmanın amacı, havayolu sektöründe pazarlama stratejilerinin önceliklendirilmesini çok kriterli karar verme yöntemleri ile sistematik ve kapsamlı bir şekilde değerlendirmektir. Bu amaç doğrultusunda literatürdeki kısıtlılıklar göz önünde bulundurularak temel pazarlama kriterlerinin ağırlıkları ve önem sıralamaları AHP yöntemi ile belirlenmiş; ardından Türkiyede faaliyet gösteren dört havayolu işletmesinin pazarlama performansları TOPSIS yöntemi ile karşılaştırılmıştır. Analiz sonuçlarına göre en önemli kriterlerin fiyatlandırma 0,232, ürünhizmet kalitesi 0,206 ve dijital pazarlama 0,113 olduğu ortaya çıkmıştır. Teknoloji ve inovasyon yönetimi 0,111 de rekabet stratejilerinde önemli bir yere sahiptir. TOPSIS analizinde Havayolu A, ürün, dağıtım, tutundurma, dijital pazarlama, marka konumlandırma, müşteri deneyimi ve teknoloji-inovasyon alanlarında en yüksek performansı göstermiştir. Havayolu B ikinci, Havayolu C ve D ise üçüncü sırada yer almıştır. Bu bulgular havayolu işletmelerinin pazarlama stratejilerini daha etkin ve verimli hale getirerek rekabet avantajı elde etmelerinde önemli katkılar sağlamaktadır.

Makale detayları

The Evaluation of Marketing Performance of Airline Companies with AHP and TOPSIS Methods

Yazarlar:

Mehmet Etlioğlu

Yayıncı:

Mustafa Süleyman ÖZCAN

Ana Başlıklar:

Ulaşım Ekonomisi | Araştırma | Bilim ve Teknoloji Politikası | İşletme | Bütçe ve Mali Planlama

Dergi:

İnsan ve Toplum Bilimleri Araştırmaları Dergisi Vol.14 Issue 3, pp.1275-1305

Belge Tipi:

Makale

Yayın Tarihi:

9/2025

Belge Dili:

İngilizce

Document ID (Org No.):

2001358053

pISSN:

2147-1185

Marketing Performance

Airline Companies

AHP

TOPSIS

Multi-Criteria Decision-Making MethodsPazarlama Performansı

Havayolu Şirketleri

AHP

TOPSİS

Çok Kriterli Karar Verme Yöntemleri

Sayı

Makale detayları

Yazarlar: Mehmet Etlioğlu

Yayıncı: Mustafa Süleyman ÖZCAN

Ana Başlıklar: Ulaşım Ekonomisi | Araştırma | Bilim ve Teknoloji Politikası | İşletme | Bütçe ve Mali Planlama

Dergi: İnsan ve Toplum Bilimleri Araştırmaları Dergisi Vol.14 Issue 3, pp.1275-1305

Belge Tipi: Makale

Yayın Tarihi: 9/2025

Belge Dili: İngilizce

Document ID (Org No.): 2001358053

pISSN: 2147-1185

Sayı

Yazarlar:

Mehmet Etlioğlu

Yayıncı:

Mustafa Süleyman ÖZCAN

Ana Başlıklar:

Ulaşım Ekonomisi | Araştırma | Bilim ve Teknoloji Politikası | İşletme | Bütçe ve Mali Planlama

Dergi:

İnsan ve Toplum Bilimleri Araştırmaları Dergisi Vol.14 Issue 3, pp.1275-1305

Belge Tipi:

Makale

Yayın Tarihi:

9/2025

Belge Dili:

İngilizce

Document ID (Org No.):

2001358053

pISSN:

2147-1185