Analysis of Ground Handling Performance Criteria Using the Fuzzy LAAW Method

Abstract

The Balanced Scorecard (BSC) constitutes a strategic management framework that systematically translates an organization's vision and strategy into quantifiable objectives, operational actions, and key performance indicators (KPIs). Against this background, the present study aims to determine the relative importance levels of performance indicators within a multi-criteria decision-making (MCDM) framework. To this end, a structured survey instrument was administered to 37 upper- and middle-level managers employed at a ground handling company operating in Türkiye. The analytical framework encompassed four principal dimensions — financial performance, customer relations, internal processes, and human development — comprising a total of 21 sub-criteria. Criteria weights were subsequently derived through the application of the Logarithmic Additive Weighting Coefficient Estimation (LAAW) method, which is grounded in fuzzy logic theory. The empirical findings reveal that the prioritization of performance criteria remains broadly consistent across different managerial levels; customer satisfaction and financial performance were consistently identified as the most critical dimensions across all respondent groups. Nevertheless, operational-level managers were observed to assign comparatively greater weight to human resources management and operational efficiency. These findings suggest that a comprehensive and robust assessment of ground handling performance necessitates the simultaneous consideration of not only customer-oriented and financial outcomes, but also human capital development and operational process optimization. Accordingly, the study offers a strategically informed reference framework for decision-makers and practitioners operating within the aviation industry.