SOCIAL MEDIA INTERACTION OF LOW COST AIRLINE USERS: PEGASUS AIRLINES TWITTER ANALYSIS
DÜŞÜK MALİYETLİ HAVAYOLU KULLANICILARININ SOSYAL MEDYA ETKİLEŞİMİ: PEGASUS HAVAYOLLARI TWİTTER ANALİZİ

Author : Yeşim KURT
Number of pages : 465-491

Abstract

This research, which focuses on low-cost carriers, aims to reveal the reasons why users of these carriers that serve with the cost leadership strategy are interacting via social media. To achieve this goal, Pegasus Airlines, a low-cost carrier, was chosen as an example. A total of 2200 tweets taken between 01.10.2016 and 22.10.2016 by the users of the concerned airline were analyzed in terms of inductive and reached the main themes in this way. In this research formulated by the qualitative research design, the NVivo11 program was utilized in the collection and analysis of data. As a result of the analysis, users were found to share their negative experiences, to complain or to find solutions to their problems. The users are mostly on the flight schedule; passenger services and customer service issues. The topics that create the most agenda about the recipe are; flight cancellations, tariff changes and delays. The issues related to passenger services focus on ticket and baggage operations. Flaws in ticket refunds or changes; Lost or damaged baggage for baggage handling causes the passengers to interact via twitter. The response to customer service is due to the inability to access the customer service easily and the customer service fee. One of the key findings in the research is the sharing of electronic communication, which is the subject of electronic communication, to influence users' decisions of other users. Accordingly, users interact through social media for purposes such as defamation, praise, benchmarking and campaign announcements.

Keywords

Low Cost Carriers, Cost Leadership Strategy, Airline Users, Social Media Interaction, Twitter Analys

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