“Havacılıkta Yenilik Süreçleri ve Deneyimsel Uygulamalar” Book Introduction
by Prof. Dr. İbrahim KIRCOVA
The concept of innovation is one of the most important agenda items of almost all sectors today. Now that businesses have abandoned traditional objectives such as profitability and growth in the short term and focus on objectives such as creating value for their stakeholders in the long term, survival and sustainability, competition is largely driven by the concept of innovation. Creating innovation in markets, processes, organizations and business models, especially in products and services, is becoming a vital priority for all businesses.
As one of the most intensely competitive sectors, the aviation industry is one of the leading sectors where innovations of the aforementioned types are created. Businesses competing in this sector, where a large number of complex services are offered to customers as a whole, tend to establish long-term relationships with their customers on the basis of loyalty and create value in this way.
In the aviation industry, innovation processes are predominantly created through the fiction that customers have a unique travel experience. Since the brand that offers the best travel experience is one step ahead, all efforts are focused on providing a service that exceeds customers’ expectations. At this point, all service processes are redesigned based on variables such as quality, customer satisfaction, speed, safety, security, convenience, cost and sustainability, and different experiences are designed for different customer profiles.
This approach based on customer experience is one of the most prominent concepts in the marketing literature in recent years. Customer experience design is one of the new areas of interest for marketers and is a discipline in which experts from different disciplines work together. Especially in recent years, with the changes in the aviation sector caused by technological innovations, the services offered in the sector have changed their quality and new concepts such as big data, metaverse, personalization, gamification, artificial intelligence, artificial learning have started to be included in experience design processes.
Unfortunately, the number of Turkish scientific studies written in this field is not very high. There is a great need for publications on these topics, especially in the education programs of aviation management schools. This book titled “Innovation Processes and Experiential Applications in Aviation”, edited by Dr. İnci Polat, deals with different dimensions of innovation processes in carefully selected topics.
All the academicians in the book aim to provide the latest information to their readers by including extensive and up-to-date literature reviews in the chapters they have prepared. Sector-specific applications are discussed separately in each chapter and experience design on the basis of innovation is explained comprehensively in all its dimensions. This book is not only for university students, but also for managers working in marketing departments in the sector to respond to the academic information needs and to fill the gap of qualified publications in the field.
We sincerely congratulate all the academicians involved in the preparation of the topics in the book for preparing such a qualified work in a very successful way. In addition, we would like to sincerely thank Dr. İnci Polat for her meticulous work as the editor of the book from the selection of the topics to be included in the book to the preparation of the book for printing and reaching the reader on behalf of the entire marketing academy and aviation industry.
Note: This article appears in the foreword of the book “Havacılıkta Yenilik Süreçleri ve Deneyimsel Uygulamalar”.
