THE RELATIONSHIP OF SERVICE QUALITY, BRAND PERCEPTION, AND CUSTOMER LOYALTY IN AIRLINE TRANSPORTATION

Abstract

In the airline transportation sector, where competition is increasing, the understanding of service by enterprises is becoming increasingly important. The main goal of businesses is to make a profit and stay afloat. In addition, maintaining existing passengers and attracting new passengers to their businesses are necessary steps for businesses to achieve their most basic goals. These steps are to improve and improve the quality of services and products. Improving the quality of the products and services offered plays an important role in the choice of passengers.

In this study, the importance of service quality in airlines in Turkey was examined. It is aimed to measure the impact of service quality on brand perception and customer loyalty in enterprises. Examining these three scales, it was found that each is equally important, and the impact of service quality on brand perception and customer loyalty is great. Airlines that take into account the expectations and preferences of their passengers and work in this direction can only provide customer loyalty and contribute to their brands in this way. Airline companies that manage to establish long-term relationships with their passengers can turn this relationship into loyalty. One of the most important factors affecting the behavior of customers receiving the service is the brand. A brand means quality for customers and directly affects the preferences of customers.

As a result of this study, it was observed that the quality of service directly affects customer loyalty and brand perception