Customer Value Analysis from a Customer's Perspective: Case of Turkish Airlines Domestic Passengers

Abstract

The value concept seems to be one of the most recent and most popular trends. In recent years, customer value has become a major focus among strategy researchers and practitioners as an essential element of a firm’s competitive strategy. (Ravald and Gronroos, 1996) Customer value and customer benefit are key concepts in marketing as well as operations management the emphasis in airline management seems to lie on cost management and traditional quality management customer value concepts in passenger air transport, becomes clear that there have been changing focuses not necessarily always driven by customer needs but more by technical and market influences. (Biegera, Wittmerb) Therefore, this article focuses on customer value from a customer's perspective and study focuses on determination of the domestic passenger’s perceived value of Turkish Airlines’ services, like for example price, convenience of flights, on time performance etc. This concept is a new strategic orientation in the industry.