HAVAYOLU ŞİRKETLERİNDE MARKALAŞMANIN İÇ HAT YOLCULARININ HAVAYOLU TERCİHLERİ ÜZERİNDE ETKİLERİ: KONYA İLİ ARAŞTIRMASI

Abstract

The aim of this study is to to determine how domestic passengers who buy air tickets via travel agencies in Konya consider the brand factors in airline companies as a selection element. Within the scope of this objective, a survey study consisting of brand awareness, brand image, perceived quality, brand trust, brand loyalty, brand attitude, perceived risk and purchasing preferences scales were applied to 300 people who received domestic passenger tickets from the travel agencies in Konya. According to the results of the research, it was observed that the domestic passengers perceived the brand as trust and name and placed the brand with these values in their minds. By providing branding, airline companies create brand awareness, increase perceived quality, create a positive image, provide trust to passengers, create a positive attitude towards the brand, and create brand commitment and It was concluded that all these factors were positively related to the purchase preference of the passengers.