A study on the effect of marketing service quality offered by airlines to "X, Y, Z" generations on their perception and satisfaction

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 on their perception and satisfaction with an empirical study. As it is known, airline business is defined as the transportation of people and goods in the shortest time, cheapest and safest way. 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 primary goal of airline companies is to provide quality service and ensure customer satisfaction. The most important customer portfolio consists of "X, Y, Z" generations. Passengers flying from Istanbul Airport were selected as the field study. In addition, with this study, 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 orders of the factors affecting the general travel satisfaction of passengers representing the x, y, z generations. Istanbul Airport is one of the ten best airports in the world, representing a regional power of Turkey. In this study, the SERVQUAL scale, which is the most preferred in the field of marketing science, was used. As it is known, this scale is a scale used in measuring the difference between the expectations and perception levels of customers from the service they purchase. The "SERVQUAL Service Quality Model" includes 22 independent sub-variable criteria representing 5 sub-dimensions of marketing service quality offered by airline companies (physical features, reliability, enthusiasm (responsiveness), assurance and empathy) and can be adapted to airline companies. In this thesis research, a quantitative approach based on a cross-sectional closed-ended survey was chosen and a five-point 'Likert Scale' was used. In addition, it is appropriate to apply a survey with a survey methodology to obtain better results. When the findings obtained as a result of the field research were analyzed, it was determined that the physical features and assurance of the sub-dimensions of the marketing service quality perception offered by airline companies to the "X, Y, Z" generations did not have a significant effect on passenger satisfaction; in addition, iii reliability, responsiveness and empathy had a significant effect on passenger satisfaction. In addition to these findings, the possibility of the marketing service offered by airline companies affecting the "X, Y, Z" generations and the possibility of the "X, Y, Z" generations having an effect on the service quality perception and satisfaction of passengers with the marketing service offered by airline companies were revealed. It was observed that there was no significant differentiation in the 5 dimensions of service quality according to demographic characteristics. As a result of the factor analysis, it was understood that the scales were normally distributed and "Correlation, Regression, Anova, Step-Wise"; "Variance Analysis, t test and Well Technique" were applied for the analysis of differences between generations. The results obtained from this study support the few studies conducted on national and international platforms regarding the perception and satisfaction of the service quality offered by airline companies by the "X, Y, Z" generations, and also serve as an example for future researchers. In addition, since no such study has been found in Turkey for all generations, this study has the distinction of being the first study conducted in Turkey. For this reason, the research will make a significant contribution to national and international literature. In addition, as a result of this study, the factors affecting the general satisfaction of passengers traveling from İGA have been determined and it has been concluded that passengers are not particularly interested in the quality dimension. Therefore, suggestions have been made for airline companies to take this finding into consideration when managing their scarce resources. In particular, it has been beneficial to obtain important clues regarding how resources will be distributed according to service quality dimensions and how this distribution will affect the general satisfaction of passengers. Thus, it has been possible to develop new models for the literature, both theoretically and practically, and a model called passenger socialization has been proposed.