DIGITAL VOICES IN THE SKIES: A NETNOGRAPHIC INVESTIGATION OF SERVICE QUALITY IN TÜRKIYE’S FULL-SERVICE AND LOW-COST AIRLINES

Competition among airlines is intensifying as more carriers enter the market, making long-term survival increasingly challenging. Customer satisfaction is a key driver of success, directly influencing passenger loyalty and repurchase intentions. While service failures are inevitable, turning them into opportunities for improvement can be a strategic advantage. Understanding complaint patterns and proactively addressing service failures is crucial for airlines. This study analyzes online consumer feedback from full-service and low-cost airlines in Türkiye to determine which service quality dimensions receive the most criticism and whether dissatisfaction differs by airline type. Using web scraping with Python 3.12, 482 reviews containing 1,029 complaints were analyzed. The findings revealed reliability as the most criticized dimension, regardless of competitive strategy. However, differences in other dimensions suggest varied consumer expectations based on airline type. These insights offer valuable guidance for airlines to enhance service quality and improve passenger experience.