The effect of internal marketing applications on competitive advantage in arlines businesses

Airline business stands out as a very competitive sector. In strict competition, ensuring customer satisfaction and keeping human resources are very important in terms of ensuring the success and competitive advantage of the airline businesses. Therefore, it is seen that internal marketing applications for employees gain importance. The purpose of this study is to examine the relationship between internal marketing practices and competitive advantage and to determine whether employees' internal marketing perceptions differ according to their demographic characteristics. For this purpose, an application have carried out with employees of the firms operating in Turkish airlines sector with Turkish registered aircrafts engaged in commercial air transport. 414 individuals have participated in study. Data were collected by using SPSS 24.0 package program. According to the results, internal marketing practices (social facilities, in-service training, rewarding, communication and management support) have a positive effect on the competitive advantage of airline companies. There is no statistically significant difference between internal marketing perceptions of employees according to age, educational status and working time. The perception of internal marketing is higher in men than in women and married workers.