A STUDY ON THE EFFECT OF MARKETING SERVICE QUALITY OFFERED BY AIRLINES TO “X, Y, Z” GENERATIONS ON THEIR PERCEPTION AND SATISFACTION

Authors : Dr. Zülal Günal, İzzet Gümüş

Pages : 85-105

Doi:10.70756/anameud.1642510

View : 54 | Download : 36

Publication Date : 2025-06-26

Article Type : Research Paper

Abstract :The main purpose of this study is to reveal the effect of the marketing service quality offered by airline companies to the “X, Y, Z” generations. While the need for an airline company to have a service concept that is distinguished in the world is known as its most important vision; the success of providing a wide range of quality services together with flight safety and reliability is expressed as a mission. The most important customer portfolio consists of “X, Y, Z” generations. Passengers flying from Istanbul Airport were selected as the field study. In addition, it will be possible to obtain important clues about how businesses should distribute their scarce resources according to service quality dimensions and the effects of this on general satisfaction by determining the importance order of the factors affecting the general travel satisfaction of passengers. The “Servqual” Method was used in the research. As a result of the research, it was determined that passengers were not interested in quality perception. Therefore, suggestions were developed regarding Istanbul Airport and the results that will constitute data for determining new strategies for airline business management and will be the subject of hypotheses for new academic research were shared.
Keywords : Havayolu işletmeleri, x, y, z kuşağı, pazarlama hizmeti, kalite algısı, İstanbul Hava Limanı

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