Examining the effects of innovative applications on customer satisfaction in the aviation sector from a sustainability perspective using mixed methods

Sustainability and innovation are prominent as two complementary strategic elements within the aviation sector. Innovation serves as a fundamental instrument for achieving environmental, economic, and operational sustainability objectives, while sustainability-oriented policies, in turn, provide a motivating force that directs innovation. For the aviation industry, sustainability is becoming strategically more critical, with its significance extending beyond mere ecological outcomes to encompass financial and societal dimensions. In today's competitive environment, airline companies that develop environmentally conscious and innovative strategies enhance their brand reputation and positively shape customer perception. In this context, this dissertation investigates the actual impact of innovative strategies on customers and their responses to these innovative approaches. To this end, customer attitudes towards innovative strategies were quantitatively measured, thereby contributing to increased awareness within the sector and the identification of sustainability practices. This study offers a comprehensive analysis, employing a mixed-methods research design, to examine the effects of innovative practices implemented in the aviation sector on customer perception and satisfaction within the framework of sustainability. The first part of the research involved quantitative analysis using a structured survey instrument. This quantitative analysis was utilized to test specific hypotheses and measure their significance. The research outputs were evaluated using analytical methods to reveal meaningful patterns. In this regard, the quantitative analysis was not merely limited to describing the existing situation but also examined and evaluated the relationships between variables within a cause-and-effect framework. The second part of the research adopted a qualitative approach, conducting a comprehensive analysis using the focus group technique with structured interview questions. At this stage, how customers perceive innovations from a sustainability perspective, how customer satisfaction is shaped, and the effects of these perceptions on customer relationships were extensively examined. This methodological approach, by combining results obtained from both numerical and qualitative data, has provided a detailed, multi-faceted examination of the effects of innovations in the aviation sector on customer perception and satisfaction. Consequently, the customer-centric impacts of sustainable and innovative practices have been articulated in a more concrete and evident manner. Within the aviation sector, innovation-oriented strategies directly increase customer satisfaction, whereas the impact of sustainability practices remains more indirect and limited. Therefore, it is critically important for airline companies to enhance the visibility and integration of both technological innovations and environmental sustainability approaches into the customer experience to secure a long-term competitive advantage. This will make strategic goals such as customer loyalty and brand commitment more attainable. Indeed, the study has confirmed that innovative practices directly and positively affect customer satisfaction and perceived service quality, and that a strong relationship exists between innovation and Customer Relationship Management (CRM). In light of these findings, for competitive superiority, airline companies must focus on customer-centric innovation, service quality, and effective CRM strategies, while also integrating sustainability efforts, which have indirect effects, into the customer experience with greater transparency and tangible benefits.