Relationship of innovation with service quality and customer satisfaction: A case study on airway customers

Recent developments in technology area and increased opportunities have changed shape of service marketing. A transition from goods to service and service to experiences is occurred. Individuals using service sector nowadays share their taken services with other potential customers on internet, and new customers have chance to compare goods or services they want to buy in short time and effectively. Thus, innovation may affective to present more effectively service presentation in nowadays market conditions. On the other hand, innovation may give desired effect by a good management and interaction with marketing. For this reason, correlation between innovation and service quality in service sector must be well analyzed. In this research, correlation presence between customer satisfaction resulted from service quality and innovation level of services given in airway services was evaluated. In this respect, 423 airway customers using airway firms operating at Istanbul Ataturk Airport were subjected to survey. According to results of the study, expectation, perceiving, and innovation levels of airway customers were high level. Total expectation levels of customers showed statistically significant difference based on job and airway firm preferences of customers (p<0,05). Total points of perceiving showed statistically significant difference based on monthly income of customers (p<0,05). According to correlation analysis results, there were not statistically significant correlations between expectation, perceiving, and innovation levels of airway customers (p>0,05).