ASSESSMENT OF PASSENGER SATISFACTION AND SERVICE QUALITY: A COMPARATIVE ANALYSIS OF TURKISH AND INTERNATIONAL AIRLINE MARKETS

Air transportation today functions not only as a means of travel but also as a strategic sector that facilitates social mobility, enhances quality of life, and fulfils public service obligations. Within this framework, understanding user perceptions of airline service quality is vital for shaping effective social policies in the sector. The purpose of this study is to examine and compare economy-class passenger evaluations of airline service quality, thereby identifying strengths and weaknesses across different carriers. This study conducted a content analysis of 1,129 economy-class passenger reviews posted in 2024 on Tripadvisor for four airlines: Delta Airlines (Brand Finance Global 500) and Turkish Airlines, Pegasus, and SunExpress (Brand Finance Turkey 100). Nine service categories were identified: legroom, seat comfort, in-flight entertainment, customer service, value for money, cleanliness, check-in and boarding, and food and beverage. Data normality was tested using the Shapiro-Wilk method, and Kruskal-Wallis tests were applied to identify inter-airline differences. Findings revealed that Delta Airlines received significantly higher scores across all categories, while Turkish Airlines consistently scored lower, with the highest mean in cleanliness (2.117/5). Correlation analysis showed positive associations between service categories, emphasizing the holistic nature of passenger experiences. The study recommends that airlines utilize digital feedback proactively and suggests expanding future research to include diverse cabin classes, broader service metrics, and multiple review platforms.