Measuring of service quality of airlines websites operating in Turkey and comparative evaluation of their perceived service quality

Internet usage is increasing worldwide day by day, and thanks to the fact that people have access to the goods and services they demand at much lower costs and more practically on the internet, the use of websites is becoming more and more widespread. With increasing customer potential in recent years, we are witnessing a considerable increase in the number of aviation companies and flights, making the airline transport sector even more competitive. Looking from the profit and marketing philosophy of businesses' perspective, companies need to be able to measure the quality of their internet websites effectively and to make the necessary adjustments and improvements in line with the needs that arise because of these measurements. In this way, businesses will improve their service quality along with customer satisfaction and gain a competitive advantage. This study aims to measure the service quality of some airline websites operating in Turkey, to evaluate and analyze the perceived service quality of customers by comparing them, and thereby to make some suggestions for improving the e-service quality of the websites to these businesses. For this purpose, the survey was conducted benefiting from the E-S-QUAL quality scale and the data was analyzed. As a result, a model has been introduced to measure and improve the e-service quality of airline websites. Key Words: E-Service Quality, Airlines Web Sites Service Quality, Perceived Quality, E-S-QUAL