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Havacilik Ġttġfaklarinda Bġr Pazarlama Araci Olarak Müġterġ Sadakat Programlarinin Yerġ: Gulf Alliance Model Önerġsġ

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Havacilik Ġttġfaklarinda Bġr Pazarlama Araci Olarak Müġterġ Sadakat Programlarinin Yerġ: Gulf Alliance Model Önerġsġ T. C. MALTEPE ÜNĠVERSĠTESĠ SOSYAL BĠLĠMLER ENSTĠTÜSÜ HALKLA ĠLĠġKĠLER VE TANITIM ANA BĠLĠM DALI HAVACILIK ĠTTĠFAKLARINDA BĠR PAZARLAMA ARACI OLARAK MÜġTERĠ SADAKAT PROGRAMLARININ YERĠ: GULF ALLIANCE MODEL ÖNERĠSĠ DOKTORA TEZĠ MUHĠTTĠN HASAN UNCULAR DANIġMAN ÖĞRETĠM ÜYESĠ PROF. DR. ġAHĠN KARASAR ĠSTANBUL, 2016 ii TEZ ONAY SAYFASI TARĠH: … / ... /2016 T.C MALTEPE ÜNİVERSİTESİ Sosyal Bilimler Enstitü Müdürlüğü‟ne Muhittin Hasan UNCULAR‟a ait Havacılık Ġttifaklarında Pazarlama Aracı Olarak MüĢteri Sadakat Programlarının Yeri: Gulf Alliance Model Önerisi adlı çalıĢma, jurimiz tarafından Halkla ĠliĢkiler ve Tanıtım Anabilim Dalı‟nda DOKTORA TEZĠ olarak kabul edilmiĢtir. (Ġmza) BaĢkan: Akademik Unvanı, Adı Soyadı (Ġmza) Üye: Akademik Unvanı, Adı Soyadı (Ġmza) Üye: Akademik Unvanı, Adı Soyadı (Ġmza) Üye: Akademik Unvanı, Adı Soyadı (Ġmza) iii ÖZET HAVACILIK ĠTTĠFAKLARINDA PAZARLAMA ARACI OLARAK MÜġTERĠ SADAKAT PROGRAMLARININ YERĠ VE GULF ALLIANCE MODEL ÖNERĠSĠ Muhittin Hasan Uncular Danışman: Prof. Dr. Şahin Karasar Ticaret ve alıĢ veriĢin insanlık tarihi kadar eski olduğunu söylemek mümkündür. Uygarlık tarihinin her aĢamasında insanlar temel ihtiyaçlarını karĢılayabilmek için birbirlerinin sanat, zanaat ve üretiminden de faydalanmıĢ ve bir ticaret kültürü var olmaya ve geliĢmeye baĢlamıĢtır. Günümüze gelindiğinde çok geniĢ bir yelpazede farklı ürünler, farklı firma ve kuruluĢlar tarafından ve yine farklı pazarlama stratejileri ile sunulmuĢlardır. Doğal olarak, rekabetçi bir yaklaĢımla firmalar birbirleri ile müĢteri çekme ve müĢterileri sadık kılma noktasında bir müdaceleye ve yarıĢa girmiĢlerdir. Bir ürünün fiyatı, kalitesi, sunumu ve bunun gibi bir takım unsurlar müĢteriyi cezbetmede önem arz ederken, artık müĢteri memnuniyeti, tatmini ve sadakati gibi kavramlar da iĢ dünyasında yerlerini almaya baĢlamıĢlardır. Kurum ve kuruluĢlar ellerinde bulundurdukları mevcut müĢterilere ilaveten müĢteri portföylerini daha da artırmak için farklı programlar geliĢtirmeye devam etmektedirler. iv Havacılık sektörü de müĢteri sadakatinin önemli olduğu sektörlerden biri olarak yerini almıĢtır. Dünyadaki birçok sektöre göre daha da düĢük kar marjlarıyla varlıklarını sürdüren havayolları için belki de müĢteri artık her zamankinden daha da velinimet halini almıĢtır. 20. yüzyılın son çevreğinde çok hızlı bir Ģekilde geliĢim gösteren havayolları sektörü bu trendi 21. Yüzyılda da sürdürmeye devam etmektedir. Ortak amaç ve hedefler doğrultusunda zamanla birbirlerinin “hub”larından, mevcut müĢteri-yolcu networkundan ve özetle güç ve sinerjisinden faydalanmak isteyen havayolları farklı birliktelikler gösterip ittifaklar oluĢturmuĢtur. Bu ittifaklar vesilesi ile de daha çok yolcu-müĢteri profilini ellerinde tutma yolunda ciddi mesafeler kat etmiĢlerdir. Dünya havacılığına baktığımızda temel olarak üç büyük havayolları ittifakından bahsetmek mümkün olmaktadır. Bunlar; 1) Oneworld 2) Skyteam 3) Star Alliance‟dır. Yukarıda ifade edilen üç büyük havacılık ittifakında birbirinden farklı özelliklerde ve cazibede onlarca farklı sadakat programı yolcuların beğenisine sunulmaya devam edilmektedir. Hiç Ģüphe yok ki, havacılığın eksen kayması batıdan doğuya doğru gerçekleĢirken, gerek coğrafi konum özellikleri, gerekse arkalarındaki güçlü devlet sübvansiyonu olduğu iddia edilen körfez taĢıyıcıları tüm dünya havayolu sektörünün hızla yükselen yıldızları olmaya devam etmektedirler. Bu çalıĢmada körfez taĢıyıcıları kavramı Etihad, Emirates ve Qatar havayollarını ifade etmek için kullanılmaktadır. Bu üç önemli körfez taĢıyıcısı havayolunun diğer üç büyük havayolu ittifakında olduğu gibi bir ittifak oluĢturup bu çerçevede müĢteri sadakat programları geliĢtirmeleri ve “Gulf Alliance” Ģeklinde bir havacılık ittifakı modeli önerisinin bu çalıĢma ile sunulması amaçlanmaktadır. v Anahtar Kelimeler: Havacılık Ġttifakları, MüĢteri Sadakat Programı, Körfez TaĢıyıcıları, Gulf Alliance 2016, 205 sayfa vi ABSTRACT AS A MARKETING TOOL THE PLACE OF CUSTOMER LOYALTY PROGRAMS IN AVIATION AND GULF ALLIANCE MODEL SUGGESTION Muhittin Hasan Uncular Advisor: Prof. Dr. Şahin Karasar It is possible to say that trade and business are as ancient as the history of mankind. In each stage of the history of the civilization, in order to meet their basic needs, people made use of the art, handicraft and production among the others and a trade culture began to exist and develop. When we look at today, in a very wide scope different products have been presented by different firms and companies with different marketing strategies. Naturally, with a competitive attitude the companies started a competition and struggle with each other to attract customers and keep them loyal. While the price, quality, presentation and similar factors play important role to attract the customers, the concepts as customer satisfaction, pleasure and loyalty have already taken their places in the business literature. The companies and institutions have been trying to develop different programs in order to increase their customer portfolio more in addition to their existing customers. vii The aviation industry has also taken its place as one of the prominent sectors in which the customer loyalty is crucial. Perhaps for the airlines which continue their existence with low margins of profit compared to the many other sectors in the world, the customers have been more benefactor than ever. The airline industry which has been rapidly developing in the last quarter of the 20th century has been continuing this trend in the 21st century as well. In accordance with the common goals and targets, the airlines which want to make use of each other‟s “hubs”, existing customer-passenger network and briefly the power and synergy showing different types of unities formed alliances. Thanks to these alliances they took prominent steps to keep more customer-passenger profile in their hands. When we look at the world aviation it is possible to talk about three big alliances. They are; 1) Oneworld 2) Skyteam 3) Star Alliance. In the three great alliances mentioned above tens of customer loyalty programs with different properties have been presented to the passengers. There is no doubt that as the axial of the aviation has been shifting from the west to the east, both for their geographical location and with the claimed strong government subvention the gulf carriers have been going on being the rising stars in the aviation industry worldwide. In this study the term “gulf carriers” will be used for Etihad, Emirates and Qatar Airways. With this study it is aimed to offer a new alliance model as “Gulf Alliance” formed by the gulf carriers developing their customer loyalty program just as the other three great alliances. Keywords: Airline Alliances, Customer Loyalty Program, Gulf Carriers, Gulf Alliance 2016, 205 pages viii İÇİNDEKİLER TEZ ONAY SAYFASI ............................................................................................................. iii ÖZET ......................................................................................................................................... iv ABSTRACT ............................................................................................................................. vii KISALTMALAR ...................................................................................................................... xi TABLOLAR ............................................................................................................................. xii ġEKĠLLER .............................................................................................................................. xiii 1. GĠRĠġ .................................................................................................................................. 1 1.1. Problem ........................................................................................................................ 1 1.2. Amaç ............................................................................................................................ 3 1.3. Önem ........................................................................................................................... 3 1.4. Varsayımlar ................................................................................................................. 5 1.5. Sınırlılıklar ................................................................................................................... 6 1.6. Tanımlar ....................................................................................................................... 7 2. GENEL BĠR PAZARLAMA ARACI OLARAK MÜġTERĠ SADAKAT PROGRAMLARI ....................................................................................................................... 8 2.1. Pazarlama ..................................................................................................................... 8 2.2. Sadakat Programları .................................................................................................. 11 ix 2.3. Havayolu Sadakat Programları .................................................................................. 29 2.4. Körfez Havayolları .................................................................................................... 31 2.5. Üç Büyük Havacılık Ġttifakında MüĢteri Sadakat Programları ................................. 52 2.5.1. Star Alliance Üyesi Havayollarının Kullandıkları MüĢteri Sadakat Programları ... 52 2.5.2. Skyteam Üyesi Havayollarının Kullandıkları MüĢteri Sadakat Programları .......
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