A study on service quality and marketing communication activities of airline companies during the COVIDCOVID-19 pandemic period

The purpose of this research is to determine how the service quality and marketing communication of airline companies affect the COVID-19 Pandemic. In the research, the relationship between the changing service quality standards of airline companies and marketing communications during the pandemic process was examined. In the research, document review and in-depth interview method, which are among the qualitative analysis methods, were used. The study group of the research consists of a total of 10 participants, including the managers and experts of the service quality and marketing departments of THY and Pegasus airlines, and 5 participants selected from academics. A semi-structured interview form was used to collect the data to be used in the research. Descriptive content analysis was used in the research. Findings were defined and interpreted by coding the data obtained through content analysis from the interview forms, categorizing them and finding themes. According to the results of the research, the COVID-19 pandemic negatively affected the airline industry in terms of flight bans and restrictions, the decrease in passenger demand, financial losses and its effects on working life. Airline companies have taken precautions for air operations and employees during the pandemic process. These measures have caused radical changes in the service quality of airline operators. In this process, service quality standards remained in the background and flight operations came to the fore in safety and security in terms of public health. The new service quality and criteria aimed at protecting public health during and after the COVID-19 pandemic process focused on marketing communication of airline companies, mass media, digital media and social media, and information and awareness studies. In accordance with the new service quality standards, airline companies carried out activities in internal and external marketing communication in terms of crisis management, public relations, informing the public and providing social support. As a result of the research, suggestions were developed for service quality and marketing communication in the air transport sector after the COVID-19 pandemic.