Theses supervised by Prof. Dr. Ekrem Tatoğlu
13 theses · Ibn Haldun University
How does airport branding contribute to city image: The case of Istanbul Airport
The present research was conducted to find out if there is any connection between tourists' branding perception of an airport and the image formed of the associated city after a visit, based on the case of Istanbul Airport, which opened in April 2019. The research sample was drawn from tourists from the Russian Federation who visited Istanbul Airport. A total of 106 respondents answered the questionnaire. A survey was conducted to measure the image of Istanbul held by tourists from the Russian Federation and the main attributes of the city's and airport's branding that are particularly important for them. Finally, the dependence between the quality of the airport branding and the perceived image of the city was evaluated. The data were analyzed by the IBM SPSS program through Descriptive statistics, Independent and Pair Sample t-tests, Factor analysis, Correlation matrix, and Regression analysis. The research established that Istanbul has a very strong positive image among Russian tourists. The factor analysis revealed the significant groups for the attributes of both Istanbul city and Istanbul Airport. Regression models showed the meaningful dependence of city perception and airport perception. This allows us to state that the branding attributes of the airport have a significant influence on the image of the city.
A study on the impact of flight attendants' work-life conflict on organisational commitment and burnout
The aviation industry's intensifying competition has led to higher job demands impacting cabin and cockpit crews adversely. This study aims to examine the relationship among work-life conflict, burnout, and organizational commitment in flight attendants. These professionals encounter diverse challenges like irregular hours and extended time away from home. Recognizing the impact of work-life conflict on their well-being and dedication is vital for personal and organizational success. Conducting an online survey using SPSS for analysis, the research delves into the association between work-life conflict, burnout, and organizational commitment. Results highlight a significant positive connection between work-life conflict and burnout among flight attendants. Individuals with lower work-life conflict experience less burnout, indicating the protective role of work-life balance against demanding schedules. Furthermore, a negative correlation is observed between work-life conflict and organizational commitment. Flight attendants with lower work-life conflict exhibit higher commitment levels to their airlines. These findings hold critical implications for both airlines and the welfare of flight attendants. Understanding the importance of work-life conflict, airlines can introduce measures such as flexible schedules, support initiatives, and enhanced communication channels to aid flight attendants in achieving a healthier work-life balance. Establishing equilibrium between professional and personal life can lower burnout rates, enhance commitment, boost job satisfaction, elevate performance, and reduce turnover. In summary, this research emphasizes the pivotal influence of work-life conflict on the well-being and commitment of flight attendants in the aviation industry. It underscores the necessity for airlines to prioritize strategies addressing work-life conflict, tailored to the unique challenges faced by these professionals. Future studies should explore other factors impacting work-life conflict and effective interventions that promote balance, yielding positive outcomes in aviation. Keywords: Burnout, Organizational Commitment, Work-Life Conflict
The internationalization of civil aviation maintenance, repair, and overhaul (MRO) industry: A qualitative study
This thesis delves into the internationalization practices within the aviation Maintenance, Repair, and Overhaul (MRO) industry, focusing on three MROs firms from different geographical locations. The study examines three distinct types of firms, each presenting varying degrees of internationalization: those without any international presence, those on the cusp of branching out, and those that have truly established themselves internationally. While all three types of firms are anticipated to cater to both domestic and global clientele, the truly internationalized firms have gone the extra mile by setting up one or more facilities beyond their country of origin. The study explores the motivations, challenges, and strategic decisions associated with internationalization in the MRO sector. By employing a qualitative methodology and analyzing real-world insights from industry practitioners, the research sheds light on target location selection, entry mode strategies, post-internationalization practices, and competitive responses to global industry trends. The thesis underscores MRO firms' diverse strategies in navigating internationalization within the civil aviation industry, highlighting the complexities and drivers behind their decisions.
Big data analytics capabilities and firm performance: An MCDM approach
The digital revolution in the 21st century accentuated the importance of well established IS/IT departments and decision-making based on insights obtained through big data. The research on big data analytics provides the thematic basis of inquiry for business practitioners and scholars. In this regard, big data analytics capabilities are more likely to provide performance advantages to business firms. Through careful review of the existing literature, it was found that empirical research in big data is at a rudimentary stage. The paucity of empirical studies leaves business professionals into uncharted waters when it comes to implementation and capacity building. It was also observed that the internal mechanisms to devise strategies based on big data analytics are not fully explored. Furthermore, there is a dearth of literature regarding big data analytics capabilities of the firms through dynamic capability view of competitive advantage. This study explored the interdependence of big data analytics capabilities such as infrastructure, human resource, and management capabilities and the impact of these capabilities on firm performance. This study applied both qualitative and quantitative data analysis on the data collected from 8 Chief information technology officers of 8 different firms. The hypothesis of this study was tested through IFDEMATEL then ANP and SAW (MCDM methods). Results show that big data analytics capabilities are interdependent and infrastructure capabilities are the highest ranked capability and related to firm performance the most followed by human resource and management capabilities. Keywords: Analytical network process (ANP), Big data Analytics Capabilities, Dynamic Capabilities, Firm Performance, Multi-criteria decision-making methods (MCDM), Technique for Order-preference by similarity to Ideal Solution (TOPSIS)
Franchising as an international entry mode strategy: The Turkish case
This qualitative research examines the procedures that Turkish companies use for companies' international franchise operations. The present research starts with the review of international franchise literature, and focuses on the topics which were specifically emphasized by the scholar such as, selection of governance mode for international operations of the franchise companies, selection of the franchisees for international franchise operations, relationship management with international franchisees, and international franchise network problems. As regards the collection of the research data, five Turkish franchise companies were reached and qualitative data were obtained through in-depth interviews. As a result of the analysis of qualitative research data, additional to Turkish franchise companies' procedures of governance mode selection for international operations, procedures franchisees selection for international franchise operations, procedures of relationship management with international franchisees, and international franchise network problems, the data about why Turkish companies select the franchising as an international entry mode, and international target market ranking and listing procedures were obtained. The qualitative data obtained through the in-depth interviews were classified under main titles in the fourth chapter of the research and the motifs that are effective in the structuring of the procedures implemented by Turkish franchise companies are identified and analyzed in detail under each main title.
Measuring the effect of celebrity endorsement on purchase intention: The role of brand image as a mediator
The trend that is attracting the attention of several Indonesian people, especially at this time is the trend of saffron spices from Iran which began to be popularized by celebrities. Several Indonesian celebrities are trying to get involved in the saffron business. Saffron business opportunities become viral when business people take advantage of the popularity of the celebrity as a supporter of saffron business. This study aims to analyze the effect of celebrity endorsement on the purchase intention of SAFFRONESIA (Shamim Saffron Indonesia) products with a brand image as an intervening variable. The results of this study indicate that celebrity endorsement with indicators of credibility and attractiveness has a positive effect on increasing consumer interest in purchase intention. To attract consumers through strength association on brand image, the company communicates brand image in a more attractive way and through favorability association indicators that provide customer guidance in fulfilling their desires in purchase intentions. Related to the implications of the variable purchase intention on explorative interest indicators, this study helps companies create strategies to increase purchase intention with appropriate and attractive advertising techniques, in addition to the transactional interest indicator, this research helps strengthen the strategy of SAFFRONNESIA image formation by making regular updates through social media with an attractive visual appearance and the right content selection. Utilization of the popularity of celebrity endorsement has formed a good and positive brand image towards the determination of the purchase intention of SAFFRONNESIA products. The formation of a brand image obtained from the use of celebrity as a celebrity endorsement can create a superior brand image from competitors and can increase the impetus on the purchase intention of SAFFRONNESIA products for target consumers.
Linking perceived airline service quality with passenger loyalty, repurchase intention, and word of mouth: Case study of Turkish Airlines
Current study aimed at examining the influence of Airline service quality on customer behaviour (repurchase intention and word of mouth) through the mediating effect of customer loyalty. Employing the quantitative approach, and depending on questionnaire; 222 individuals – passengers – responded to the online questionnaire which was uploaded using Google forms. Gathered data was screened and analysed based on structural equation modelling using AMOS. Results indicated that there is a positive influence of airline service quality on customer behaviour (repurchase intention and WoM) that is attributed to customer loyalty, meaning that customer loyalty mediates the relationship between airline service quality and both variables of repurchase intention and WoM. In addition to that, it was found out that airline service quality dimensions are influential on dependent variables. 'Image' and 'Personnel' are the most influential dimensions of all. Study presented implications including the fact that customer behaviour isn't a fixed trait that won't change over time. On the contrary, it develops with increased awareness from customers; their behaviour is expected to change over time. The current study may present a tool for organizations to develop their awareness regarding customer behaviour into a new level of examination and appreciation. Researcher of this study recommends examining the influence of 'Airqual' variables on marketing approaches of airline organizations. It is also recommended to examine how marketing strategies and campaigns might be influenced if the organization followed a well-built airline quality service. Keywords: Airline service quality (AirQual), customer loyalty, repurchase intention, word-of-mouth
The influence of redemption controlling policies of frequent flyer programs on consumers' attitudinal loyalty
Customers want to be compensated with loyalty benefit programs, which are an effective competitive way to attract and maintain them. Interestingly, in airline industry, reward redemptions receive limited attention from studies. Evidence indicates that customers are gradually quitting them because of controlling redemption policies, despite massive frequent flyer program offerings. This study aims to explore how differently redemption controlling policies of an airline frequent flyer program impact costumers' attitudinal loyalty. We divided FFPs' economic benefit related redemption controlling policies to three main areas; cost controlling policies (CCP), accumulative controlling policies (ACP) and protective controlling policies (PCP). Our core findings indicate that to increase attitudinal loyalt firms should keep satisfied customers with both CCP and PCP; whereas, ACP should be treat carefully since its influence founded negative to attitudinal loyalty. Furthermore, descriptive analysis show that perceived satisfaction of the some sub controlling policies significantly vary accross the travel purpose type and membersip level.
Technostress and well-being of remote working employees during COVID-19: Mediating effects of work-family conflict and success enablers
Since organizations had to change and adapt their way of working with the outbreak of the Covid-19 pandemic, the phenomenon of technostress became even more crucial in this new world order. In the present study, we investigated the direct effect of technostress on the well-being of remote working employees, success enablers and work-family conflict. In addition, the direct effect of success enablers and work-family conflict on the well-being of employees, as well as the mediating impact of both on the relationship of technostress and well-being are investigated. Sample data for 266 participants was collected from Turkish Airlines employees which have been experiencing remote working conditions since the beginning of March 2020. Partial least squares structural equation modeling (PLS-SEM) method is used to test hypotheses. Technostress was found to be negatively related to success enablers and positively related to work-family conflict. Although technostress was not found to be directly related to well-being of remote working employees, success enablers and work-family conflict were found to have a full mediation effect on the relationship of technostress and well-being of remote working employees. Additionally, success enablers' direct positive effect and work-family conflict's direct negative effect on the well-being of remote working employees were found. This study is important not only for its contribution to the literature, but also for shedding light on the phenomenon of technostress in the forced remote-working era during the Covid-19 pandemic, and for assisting decision-makers in organizations in improving the well-being of remote working employees.
Cabin crew perception of air rage and unruly passengers
Air Rage is the unruly acts of distraught passengers that leads to loss of control and the disturbance of order during air travel. The importance and the scope of air transportation is increasing with each passing day. Meanwhile, increasing air traffic and air passengers along with increases in aviation employees, has increased modern day stresses associated with the industry. Recent Air Rage cases are nettlesome specifically to Cabin Crew. In order to maintain flight safety and to provide safe and comfortable travel to passengers to their destinations, unruly passengers should be identified and the case should be prevented before it takes place. There is a necessity for and yet a lack of such studies in Turkey, this study aims to analyse the phenomenon of unruly passenger, the factors causing Air Rage and its impacts on Cabin Crew. It is intended to create an awareness on the issue and to minimize the increasing Air Rage cases. The research is based on a quantitative result, a 4-chapter survey was created and was distributed to Cabin Crews via Google Forms. The responses of 216 Cabin Crew were received in the same way and the data was analysed with IBM SPSS program and research methods. As a consequence, factors causing Air Rage have been identified, the higher level of Air Rage related to the level of education has been observed and the impacts of Air Rage on Burnout and Organizational Commitment has been noticed.
Assessing the effectiveness of aviation security measures in preventing unlawful interferences acts
The aviation industry stands for modern global connectivity, transporting millions of passengers across the world. Ensuring safety and security can be crucial as threats continue to rise, as one of the most significant challenges in the industry is unlawful interference acts ranging from terrorism, hijacking, and sabotage. In the face of these threats, aviation security plays a role in safeguarding passengers, crew, aircraft, and airports. This research seeks to navigate into various aspects of security strategies put in place by integrating a review of past incidents that led to an awakening of security protocols and their evolution to adaptivity in the sector. Understanding the effectiveness of these measures and how they have greatly impacted the aviation industry with a comprehensive deterrence theoretical framework that adverts to the consequences that arise from threat detection of potential offenders through punishment would mitigate such acts. The methodology involves a qualitative analysis through in-depth interviews with security experts with a thematic analysis approach that identifies recurring themes and insights from experts. Results have revealed through the study that the effectiveness of these measures depends on technological advancement and the ability to respond resiliently to instructions from international civil aviation organizations when hindering any form of unlawfulness. It concludes with recommendations for enhancing adequate security systems that would alleviate future threats and ensure their efficacy. Keywords: Aviation Security, Deterrence Theory, Safety, Security Measures, Threat Mitigation, Unlawful Interference.
The feasibility of joint ventures for saudia in the context of Saudi Arabia's ongoing economic transformation
This study explores the feasibility of international airline joint ventures for Saudia within the context of Saudi Arabia's Vision 2030 economic transformation. While joint ventures are well established in liberalized aviation markets, their adoption in semi liberalized, policy driven environments remain under examined. Drawing on transaction cost economics, the resource-based view and network theory, the research investigates how regulatory conditions, organizational capability and cultural factors shape joint venture potential. A qualitative, exploratory case study was conducted using seven elite semi structured interviews with airline executives, policymakers, consultants and academics. Interview transcripts were deductively coded against eight themes identified from the literature: strategic fit, regulatory and policy environment, operational considerations, partnership design and models, cultural and institutional factors, risks and challenges, strategic motivations and benefits, and overall market readiness. Findings show that joint ventures could deliver substantial advantages for Saudia including expanded international market access, revenue optimization, accelerated organizational learning and enhanced brand credibility while directly supporting Vision 2030 objectives in tourism, connectivity and economic diversification. Yet significant constraints remain open skies agreements and antitrust immunity are incomplete; operational and cultural readiness varies across functions; and the emergence of Riyadh Air creates both competition and uncertainty for prospective partners. Experts therefore advocate a phased, non-equity approach beginning with codeshare or limited metal neutral arrangements while internal reforms and external liberalization continue. The study extends alliance theory to an emerging market context and offers practical guidance for Saudia and policymakers seeking to balance national transformation goals with the demands of global airline partnerships.
Use of technology in cabin crew training: A comparative analysis of the integrated use of assistive reality (MR/AR) and VR technologies
This study examines the impact of the integrated use of Mixed Reality/Augmented Reality (MR/AR) and Virtual Reality (VR) technologies on cabin crew training within the civil aviation sector. Employing a phenomenological qualitative research design, the study explores cabin crew members' perceptions, experiences, and adaptation processes regarding technology-based training innovations. This study conducted semi-structured, in-depth interviews with 30 cabin crew members employed by the Turkish flag carrier and various low-cost airlines, none of whom had previously received VR-based training. Thematic analysis revealed that integrated MR/AR and VR applications offer substantial advantages in crisis management, realism, repeatability, and motivation compared to traditional training methods. Participants emphasized the necessity of experience-centered and learnerdriven approaches and the importance of trainer competence, continuous content updating, and personalized support. The findings also highlighted significant institutional and operational barriers such as technical infrastructure, equipment costs, and organizational culture. Based on qualitative data and systematic literature review, the study concludes that hybrid and integrated technology-based training models can create a more sustainable, effective, and adaptive learning environment for cabin crew, provided implementation strategies are human-centered and systematically supported. Keywords: Augmented Reality, Aviation Education, Cabin Crew Training, Virtual Reality.