A research on the effect of service quality on customer satisfaction and worth of wom communication in air freight

In this study, it is aimed to examine the effect of service quality on customer satisfaction and word of mouth communication in the aviation industry. Questionnaire method, one of the quantitative research methods, was used in the research. The universe of this study consists of passengers flying in Turkey in 2020-2022. The sample consists of 642 people determined by convenience sampling method, which is one of the non-random sampling methods selected from the relevant population. The validity and reliability of the data collection tool used in the research was retested and it was concluded that it was valid and reliable. As a result of the analysis of whether the assumptions about normality were met, it was concluded that the data showed a normal distribution. In the light of these findings, it was concluded that the assumptions that allowed the data to be analyzed with parametric methods were met. For this reason, research data were analyzed with frequency analysis, factor analysis, correlation analysis, regression analysis, independent sample t-test and one-way analysis of variance (ANOVA). A positive and significant relationship was found between service quality and its sub-dimensions and customer satisfaction. A positive and significant relationship was also found between service quality and its sub-dimensions, tangible assets, reliability, collateral, and word of mouth. As a result of the research, the hypothesis that empathy, which is a sub-dimension of service quality in air transport, positively affects word of mouth communication was rejected.