Yazar "Oncu, Mehmet Akif" seçeneğine göre listele

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    The Antecedents of Economy-class Passenger Loyalty The Moderating Role of Airline Business Models: Full-service and Low-cost Airlines
    (Istanbul Univ, Sch Business, 2023) Kethuda, Onder; Dil, Emre; Oncu, Mehmet Akif
    In recent decades full-service airlines have targeted price-sensitive passengers, traditionally targeted by low-cost airlines, by promoting their economy class options. This paper aims to guide both types of airlines in promoting their economy -class options by utilizing factors influencing passenger preferences and loyalty. This paper identifies the relationship between the factors influencing economy-class passengers' airline preferences and passenger loyalty. It also shows the moderating the role of the airline business models, i.e., full-service and low-cost, in this relationship. The data was collected at airports from 418 passengers who had just traveled or would soon travel. The results indicate that schedule convenience influences the airline choice of economy-class passengers the most. Furthermore, passenger loyalty is significantly influenced by in-flight experience, schedule convenience, and punctuality, but not by affordability, assurance, and booking experience. Additionally, the type of airline business model moderates the influence of affordability on passenger loyalty. Full-service and low-cost airlines targeting price-sensitive passengers with economy class options are recommended to ensure schedule convenience and punctuality.
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    A Qualitative Study on the Use of Big Data in Marketing Insights in the Banking Sector
    (Sosyoekonomi Soc, 2025) Olgac-Akar, Yasemin; Faiz, Emel; Oncu, Mehmet Akif
    This study aims to determine how data obtained from different sources in the banking sector is used for marketing insights targeting customers. The research scope encompasses 38 banks listed on the Banking Regulation and Supervision Agency (BRSA) website, comprising 32 deposit banks and six participation banks. The data was collected through interviews with 20 participants from 13 banks. Descriptive and content analysis methods were used in the analysis process. The study's findings indicate that banks utilise big data for risk management, fraud detection, and customer relationship management. Additionally, banks effectively use all data obtained from internal and external processes to inform marketing insights, encompassing product, price, distribution, promotion, people, physical evidence, and process components.