MALİYET LİDERLİĞİ STRATEJİSİNİN İŞLETME PERFORMANSINA ETKİSİ: IATA ÜYESİ SEYAHAT ACENTELERİ ÜZERİNE BİR ARAŞTIRMA

Abstract

The purpose of this study is to examine the impact of the cost leadership strategy on business performance. For this purpose, quantitative research method was used in the study. For the collection of data, face-to-face survey technique was applied. The universe of the research forms IATA member travel agencies operating throughout Turkey. Survey data were obtained through a questionnaire administered to the managers of travel agencies. Data from 180 travel agencies were analyzed using regression and correlation analysis tests. As a result of the research, it had been determined that IATA member travel agencies in Turkey implement the cost leadership strategy and that this strategy positively affects the business performance.