Enhancing Service Quality in Aviation: The Critical Role of Ground Handling Services

The increasing demand for air travel has intensified competition, necessitating continuous innovation and development in service quality. However, passengers often attribute service quality directly to airlines, unaware of the role of ground handling service companies. This study investigates the impact of ground handling services on overall service quality in the aviation sector, with a particular emphasis on Turkish Airlines' domestic flights in Türkiye. Using the SERVQUAL model, the study measures the gap between passengers' expectations and their perceptions of both airline and ground handling services. The analysis reveals that ground handling services play a critical role in shaping passengers' overall service perceptions. The findings indicate that while ground handling services negatively affect the 'Responsiveness' dimension, they enhance the 'Empathy' dimension. A quadrant chart was developed to analyze perceived and expected service quality scores. Four ground service aspects identified for improvement include timely and intact luggage delivery, staff engagement in problem-solving, short baggage delivery times at arrival airports, and personalized attention during check-in, boarding, connection assistance, and baggage claim.