The impact of service quality, brand image, and customer satisfaction on behavioral intent: An application on Turkish Airlines INC

In today's competitive race, the customer has become the most important factor. Therefore, businesses have increased the importance given to the customer and centered their future goals around the customer. Customer satisfaction has become one of the most important factors for businesses. In this context, the study focuses on the effect of the service quality provided by Turkish Airlines on airline brand image, airline customer satisfaction, and consequently on behavioral intention. This research can be considered an important step for businesses to develop customer-oriented strategies and to remain competitive. In this framework, data obtained from Turkish Airlines customers were analyzed using structural equation modeling, and the findings were interpreted. According to the findings obtained from the research, there is a relationship between airline service quality and brand image. Similarly, airline service quality affects customer satisfaction, and there is also a relationship between customer satisfaction and brand image. The findings emphasize that brand image shapes customers' behavioral intentions and that customer satisfaction also influences customers' behavioral intentions. These results indicate that airline companies need to consider these relationships when forming their service quality, customer satisfaction, and brand management strategies. Good service quality and customer satisfaction can create a positive brand image and shape customers' behavioral intentions. Therefore, it is critical for airline companies to formulate their strategies while considering these relationships. Keywords: Airline, Behavioral Intention, Brand Image, Customer Satisfaction, Service Quality