Evaluation of service quality of Turkish Airlines: How significant are the generations?

Differences between generations are increasingly manifesting themselves over time. One reflection of this can be seen in the way service is perceived across generations. For airline companies, being able to provide services that meet the expectations of each generation, without disregarding this reality is of great importance, both in terms of satisfaction and customer retention. The purpose of this study is to examine the service quality of Turkish Airlines in the context of generations. Specifically, the relationship between the differences among generations, and its impact on an airline's service quality. This thesis is a quantitative study and is expected to pave the way for further research in the field. A two-stage questionnaire was created and distributed online to participants. The first part of the questionnaire is the Socio-Demographic Information Survey while the second part is the Service Quality Survey. The responses obtained from these surveys were analyzed based on six predetermined research questions and the results were associated with generations. According to the findings, the sub-dimensions of Trust, Reliability, Empathy, and Physical Attributes did not show significant differences about generations, while the sub-dimension of Enthusiasm did show a significant differentiation. Among Turkish Airlines passengers, it was revealed that the X Generation is the group that is most satisfied with the company's services in terms of Enthusiasm. Keywords: Customer Expectation, Customer Satisfaction, Generations, Service Quality, Turkish Airlines.