Effects of marketing strategies on channel performance intended for membership in service distribution channel, the example of Turkish aviation sector

The attractiveness of this sector has been enhanced by the fact that the enterprises are looking for new markets with the mobilization of the economy on a global scale, the positive developments in the tourism sector based on the increase in national per capita income, Along with the increase in passenger demand, it started to take place in low-cost new businesses as well as flagship operators in the sector. Airline operators have been in the effort to get a share from the market by enriching their product portfolio with the growth of the market. On the other hand, they also directed their marketing activities towards channel membership due to their importance and relations with the customers. In the scope of the study, the marketing activities of airline companies were handled within the framework of 7P; a conceptual model of research was developed by leadership of managers who have been in the industry for many years. As a result of this analysis, it is determined that the variables have possitive effects on the travel agencies' turnovers, customer numbers, profitability, brand image and the airline customers' satisfaction. This work provides evidence that may be important for the evaluation of the marketing efforts of the national and international field aviation industry.