Havayolu ikram hizmetinin kriz sürecinde menü planlama senaryoları üzerine bir uygulama
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2019
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Abstract
Havayolu firmaları, sektörde rekabet avantajı elde edebilmek adına müşteri memnuniyetini sağlayabilmek için uçuş esnasında bir takım ekstra hizmetler sunmaktadır. Yiyecek-içecek servisleri, konfor kitleri, TV, internet, koltuk işlevleri gibi her tür eğlendirici hizmetin sunulduğu havayolu taşımacılığında, uçuş sırasında verilen ikram hizmetlerinin müşteri memnuniyetini sağlamada önemli bir etmen olduğu yapılan çalışmalarla ortaya konulmuştur. Bu doğrultuda araştırmada havayolu ikram şirketlerinin menü planlaması için hazırlanan senaryo örnekleri ile kriz anında havayolu şirketi ile ikram şirketi arasındaki ilişki ve kriz türüne göre alınabilecek önlemler veya yapılabilecek uygulamalar araştırılmıştır. Araştırma için İstanbul'da hizmet veren üç havayolu ikram şirketinden ikişer yetkili ve bir özel havayolu şirketinin yetkilisi ile yarı biçimsel görüşme yapılmış, ayrıca senaryo analizi yöntemi uygulanmıştır. Teknik arıza, gıda alerjisi, odak grup gibi belirlenen senaryolar üzerinden yapılan örnek uygulamalar ile üretim ve tüketimi etkileyen nedenlere yönelik çözümler geliştirilmiştir.
Airline compainies offers some extra services for customer satisfaction in order to gain competitive advantage in sector. All kinds of entertaintment services such as food and beverage services, comfort kits, TV, internet, seat functions, offered in the air transport, it has been put forward with studies, catering services during flight are an important factor in ensuring customer satisfaction. Accordingly, in this research the precautions that can be taken according to type of crisis or possible applications and relationship between airline and catering company in crises with prepared scenario examples were investigated for menu planning of airline catering companies. For the research, semi-formal interviews were conducted with two officials from each of three different companies operating in Istanbul and one authority from a private airline company, scenario analysis method was also applied. The solutions have been developed directed to reasons affecting production and consumption by sample applications made through determined scenarios such as technical breakdown, food allergy and focused group.
Airline compainies offers some extra services for customer satisfaction in order to gain competitive advantage in sector. All kinds of entertaintment services such as food and beverage services, comfort kits, TV, internet, seat functions, offered in the air transport, it has been put forward with studies, catering services during flight are an important factor in ensuring customer satisfaction. Accordingly, in this research the precautions that can be taken according to type of crisis or possible applications and relationship between airline and catering company in crises with prepared scenario examples were investigated for menu planning of airline catering companies. For the research, semi-formal interviews were conducted with two officials from each of three different companies operating in Istanbul and one authority from a private airline company, scenario analysis method was also applied. The solutions have been developed directed to reasons affecting production and consumption by sample applications made through determined scenarios such as technical breakdown, food allergy and focused group.
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Gastronomi ve Mutfak Sanatları, Sivil Havacılık, İşletme, Hava yolları, Hava yolu işletmeleri, Gastronomy and Culinary Arts, Hava yolu ulaşımı, Civil Aviation, Kriz, Business Administration, Airlines, Kriz yönetimi, Airline companies, Menü, Air transportation, Crisis, Menü planlama, Crisis management, Menu, Müşteri tatmini, Menu planning, İkram, Customer satisfaction, Honouring, İkram hizmetleri, Honouring services
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213