Analysis of relationship between service quality and competitive strategies: A research on Turkish Civil Aviation companies

In this research,. In this study, we also try to investigate whether competitive strategy followed by civil aviation organization can affect the service quality of that organization or not. As being a developing and enhancing sector, in civil aviation sector, service quality and relation between service quality and competitive strategy are always important aspects. In order to examine these relations, we select five most preferred civil aviation firm in Turkey. The selected firms are Turkish Airlines, Pegasus, AtlasJet, Onur Air and Borajet. The constructed survey is applied to the customers of these aviation firms. Turkish Airlines employs differentiation strategy as the corresponding competitive strategy. On the other hand, it is seen that other four firms employed cost leadership and cost focus as their competitive strategy. Constructed survey is employed to the 135 customers of the selected five aviation firms. In this research, a version of SERVQUAL model which is prepared for analyzing service quality in aviation industry is employed. In original SERVQUAL model, there are 21 items, however in the proposed research we employ a SERVQUAL model with 23 items. In order to verify the proposed model, we employed factor analysis. In addition to factor analysis, we employed reliability analysis to each final factor. The average service quality factor is found to have higher absolute value for the firms employing differentiation strategy. In terms of competitive strategies, the biggest difference is found in assurance factor and the smallest difference is found in tangibles factor.