The Effect of Aviation Industry s Service Quality on Passenger Satisfaction and WOM Communication during the COVID-19 Pandemic

Abstract

This study aims to reveal the factors affecting airline passengers' perceptions of airline and airport service quality during the COVID-19 pandemic and their impact on passenger satisfaction and word-of-mouth communication. The research data was collected throughout Türkiye and analysed using PLS-SEM. As a result, it was found that passengers' perceptions of service quality of airline physical elements, airline and airport general elements, and airport physical elements had a significant and positive effect on their perceptions of airline and airport general service quality during the COVID-19 pandemic. In addition, significant and positive effects of airline general service quality and airport general service quality perceptions on passenger satisfaction and word-of-mouth communication were also found. It was found that the dimension with the highest impact on passenger satisfaction is the perception of airline general service quality. Similarly, airline general service quality perception has a higher effect on word-of-mouth communication than airport general service quality perception. In addition to contributing to the theoretical literature, the research also has important results regarding service marketing strategies that airport and airline businesses can follow during pandemic periods.This study aims to reveal the factors affecting airline passengers' perceptions of airline and airport service quality during the COVID-19 pandemic and their impact on passenger satisfaction and word-of-mouth communication. The research data was collected throughout Türkiye and analysed using PLS-SEM. As a result, it was found that passengers' perceptions of service quality of airline physical elements, airline and airport general elements, and airport physical elements had a significant and positive effect on their perceptions of airline and airport general service quality during the COVID-19 pandemic. In addition, significant and positive effects of airline general service quality and airport general service quality perceptions on passenger satisfaction and word-of-mouth communication were also found. It was found that the dimension with the highest impact on passenger satisfaction is the perception of airline general service quality. Similarly, airline general service quality perception has a higher effect on word-of-mouth communication than airport general service quality perception. In addition to contributing to the theoretical literature, the research also has important results regarding service marketing strategies that airport and airline businesses can follow during pandemic periods.