The effect of service quality on consumer preferences in airline transportation

In today's competitive environment, it is of great importance for businesses to determine the factors that affect consumer preferences and to develop strategies to increase their market share by considering these factors. In airline transportation services, businesses develop various strategies to increase the quality of service they offer to their customers in order to increase their market shares. In the process of developing these strategies, determining the factors affecting the purchasing decisions of consumers plays an important role in developing the right strategy. Within the scope of this study, which was prepared to reveal the effect of service quality on consumer preferences in air transportation, the data obtained through the questionnaire were digitized through the SPSS program. There are two variables in the model of the research. Service quality was determined as the independent variable and consumer preferences as the dependent variable. According to the results obtained from the research, service quality affects consumer preferences positively. Accordingly, depending on the increase in service quality, there is an increase in the preference of consumers for the relevant business.