How Digital Communication Enhances Service Quality and Customer Satisfaction through Corporate Reputation: A Case Study at Turkish Airlines

Alpaslan Çelebi

doi:10.30518/jav.1815361

How Digital Communication Enhances Service Quality and Customer Satisfaction through Corporate Reputation: A Case Study at Turkish Airlines

Abstract

The diversification and rapid spread of digital communication applications, driven by technological advancements, are also changing the ways in which airlines communicate with their stakeholders. The effective use of digital applications has become one of the factors that directly affect customer satisfaction and corporate reputation. The advancement of digital applications has fundamentally enhanced organizations with the capabilities for real-time customer engagement, expedited service recovery, and the provision of tailored offerings. This development provides airlines with significant advantages in providing effective services to passengers. Easy access and instant solutions provided through digital channels such as mobile applications are a strategic element that strengthens corporate reputation by enhancing customer satisfaction and loyalty. This study investigates the effect of airlines' digital passenger communications on customer satisfaction and perceived service quality. Furthermore, it aims to elucidate the mediating role of corporate reputation in this relationship. The study employed the survey research method from quantitative research designs. Data collection was conducted with Turkish Airlines passengers traveling on domestic flights at Istanbul Airport between March 21-23, 2025. The research findings revealed that digital communication applications have meaningful and positive effects on customer satisfaction and service quality. On the other hand, it was determined that corporate reputation played a mediating role in these effects. This situation clearly demonstrates that, for airline companies, strategic digital communication applications not only create direct effects but can also produce indirect effects through corporate reputation, thus highlighting the importance of a holistic communication strategy.

Keywords

References

Alnıaçık, E., Alnıaçık, U., & Genç, N. (2010). Do the perceived importance of corporate reputation components vary according to demographic characteristics? Journal of Social Sciences Institute of Balıkesir University, 13(23), 93-114.
Anderson, E. W., Fornell, C., & Lehmann, D. R. (1994). Customer satisfaction, market share, and profitability: Findings from Sweden. Journal of Marketing, 58(3), 53–66.
Angelova, B., & Zekiri, J. (2011). Measuring customer satisfaction with service quality using American Customer Satisfaction Model (ACSI Model). International Journal of Academic Research in Business and Social Sciences, 1(3), 232–258.
Aydın, S., & Onaylı, E. (2020). The changing customer experience through digital transformation in banking: reflections on customer loyalty, satisfaction, and recommendation tendency. Journal of Management and Economics, 27(3), 645–663.
Barney, J. (1991). Firm resources and sustained competitive advantage. Journal of management, 17(1), 99-120.
Bartlett, J. E., Körtlik, J. W., & Higgins, C. C. (2011). Organizational research: Determining appropriate sample size in survey research. Information Technology, Learning and Performance Journal, 19(1), 43–50.
Berry, L. L., & Parasuraman, A. (1991). Marketing services: Competing through quality. The Free Press.
Boztepe Taşkıran, H. (2019). The role of digital communication applications in ensuring citizen participation and transparency in public administration. Journal of Public Administration, 52(1).

Bromley, D. B. (1993). Reputation, image and impression management. Chichester, UK: John Wiley & Sons.
Buhalis, D., & Law, R. (2008). Progress in information technology and tourism management: 20 years on and 10 years after the Internet. Tourism Management, 29(4), 609–623.
Cronin, J. J., Jr., & Taylor, S. A. (1992). Measuring service quality: A reexamination and extension. Journal of Marketing, 56(3), 55–68.
Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13(3), 319-340.
Deephouse, D. L. (1997). The effect of financial and media reputations on performance. Corporate Reputation Review, 1(2), 67–71.
Demirel, D. (2022). The effect of service quality on customer satisfaction in digital age: customer satisfaction based examination of digital CRM. Journal of Business Economics and Management, 23(3), 507-531.
Fombrun, C. J. (2012). The reputation economy: How to optimize your digital footprint in a world where your reputation is your most valuable asset. Crown Business.
Franke, G., & Sarstedt, M. (2019). Heuristics versus statistics in discriminant validity testing: A comparison of four procedures. Internet Research, 29(1), 430-447.
Genovino, M. (2023). Exploring corporate reputation and crisis communication. Journal of Brand Strategy, 12(2), 145–162.
Gerson, R. (1997). Continuous customer satisfaction (T. Saveşer, Trans.). Rota Publishing. (Original work published in English).
Godes, D., & Mayzlin, D. (2004). Using online conversations to study word-of-mouth communication. Marketing Science, 23(4), 545-560.
Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. L. (2019). Multivariate data analysis (8th ed.). Pearson Prentice Hall.
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2022). A primer on partial least squares structural equation modeling (PLS-SEM) (3rd ed.). Sage.
Heiets, I., La, J., Zhou, W., Xu, S., Wang, X., & Xu, Y. (2022). Digital transformation of airline industry. Research in Transportation Economics, 92, 101186.
Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance- based structural equation modeling. Journal of the Academy of Marketing Science, 43, 115-135.
Hossain, M., Zhou, X., & Rahman, M. M. (2023). Digital touchpoints and trust building in airline services: An integrated model. Journal of Air Transport Management, 109, 102351.
Hsu, K. T. (2012). The advertising effects of corporate social responsibility on corporate reputation and brand equity: Evidence from the life insurance industry in Taiwan. Journal of business ethics, 109, 189-201.
İbiş, S., & Batman, O. (2016). Analysis of customer complaints directed at airline companies. In 3rd International Congress of Tourism & Management Researches, 317–333.
Kadibeşegil, S. (2015). Reputation Management (8th ed.). Istanbul: Mediacat.
Kock, N., & Lynn, G. (2012). Lateral collinearity and misleading results in variance-based SEM: An illustration and recommendations. Journal of the Association for Information Systems, 13(7).
Kotler, P., Bowen, J., & Makens, J. (1999). Marketing for hospitality and tourism (2nd ed.). Prentice Hall.
Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the customer journey. Journal of Marketing, 80(6), 69–96.
Lewellyn, P. G. (2002). Corporate reputation: Focusing the Zeitgeist. Business and Society, 41(4), 446–455.
Matzler, K., Renzl, B., & Rothenberger, S. (2006). Measuring the relative importance of service dimensions in the formation of price satisfaction and service satisfaction: A case study in the hotel industry. Scandinavian Journal of Hospitality and Tourism, 6(3), 179–196.
McColl-Kennedy, J. R., Gustafsson, A., Jaakkola, E., Klaus, P., Radnor, Z. J., Perks, H., & Friman, M. (2015). Fresh perspectives on customer experience. Journal of Services Marketing, 29(6/7), 430–435.
Oliver, R. L. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of Marketing Research, 17(4), 460–469.
Oliver, R. L. (1999). Whence consumer loyalty. Journal of Marketing, 63, 33–44.
Özgöz, A. (2011). The Relationship Between Corporate Reputation and Brand Equity from the Perspective of Consumer Perception [Doctoral Dissertation, Afyon Kocatepe University].
Parray, Z. A., Iqbal, J., & Mushtaq, R. (2023). Customer perception of corporate social responsibility and its impact on customer engagement: Critical significance of corporate reputation. Corporate Communications: An International Journal, 29(4), 592–606.
Reichheld, F. F. (2003). The one number you need to grow. Harvard Business Review, 81(12), 46–55.
Ringle, C. M., Wende, S., & Becker, J.-M. (2022). SmartPLS 4. Boenningstedt: SmartPLS. https://www.smartpls.com
Şahin, A., & Şen, S. (2017). The Effect of Service Quality on Customer Satisfaction. The Journal of International Social Research, 10(52), 1176-1184.
Schütz, R. (2021). COVID-19 and digital transformation: What is needed to turn the aviation industry around. WHU Knowledge.
Shanka, M. S. (2012). Bank service quality, customer satisfaction and loyalty in Ethiopian banking sector. Journal of Business Administration and Management Sciences Research, 1(1), 001-009.
Shiwakoti, N., Hu, Q., Pang, M. K., Cheung, T. M., Xu, Z., & Jiang, H. (2022). Passengers’ perceptions and satisfaction with digital technology adopted by airlines during COVID-19 pandemic. Future Transportation, 2(4), 988-1009.
Tan, J. H., & Masood, T. (2021). Industry 4.0: Challenges and success factors for adopting digital technologies in airports. arXiv.
Walsh, G., Beatty, S. E., & Shiu, E. M. (2009). The customer-based corporate reputation scale: Replication and short form. Journal of Business Research, 62(10), 924–930.
Wernerfelt, B. (1984). A resource‐based view of the firm. Strategic Management Journal, 5(2), 171-180.
Willie, M. (2025). Leveraging digital resources: A resource-based view perspective. Golden Ratio of Human Resource Management, 5(1), 1-10.
Wirtz, J., Patterson, P., Kunz, W., Gruber, T., Lu, V. N., Paluch, S., & Martins, A. (2023). Brave new world: Service robots, customers, and service employees. Journal of Service Management, 34(2), 230–252.
Xu, Z., & Jiang, H. (2022). Passengers’ perceptions and satisfaction with digital technology adopted by airlines during the COVID-19 pandemic. Future Transport, 2(4), 988-1009.
Yıldız, E. (2024). Structural Equation Modeling with SmartPLS: Reflective and Formative Constructs (Third Edition). Ankara: Seckin Yayincilik.
Yum, K., & Yoo, B. (2023). The Impact of Service Quality on Customer Loyalty through Customer Satisfaction in Mobile Social Media. Sustainability, 15(14), 11214.
Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2020). Services marketing: Integrating customer focus across the firm (7th ed.). McGraw-Hill Education.
Zhao, X., Lynch, J. G., & Chen, Q. (2010). Reconsidering Baron and Kenny: Myths and truths about mediation analysis. Journal of Consumer Research, 37(2), 197–206.

Details

Primary Language

English

Subjects

Air Transportation and Freight Services

Journal Section

Research Article

Authors

Alpaslan Çelebi ^*
0000-0001-6711-932X
Türkiye

Early Pub Date

February 27, 2026

Publication Date

February 27, 2026

Submission Date

November 1, 2025

Acceptance Date

February 25, 2026

Published in Issue

Year 2026 Volume: 10 Number: 1

DOI

https://doi.org/10.30518/jav.1815361

IZ

https://izlik.org/JA25CC54RS

Cite

RIS / Bibtex

APA

Çelebi, A. (2026). How Digital Communication Enhances Service Quality and Customer Satisfaction through Corporate Reputation: A Case Study at Turkish Airlines. Journal of Aviation, 10(1), 197-210. https://doi.org/10.30518/jav.1815361

AMA

1.Çelebi A. How Digital Communication Enhances Service Quality and Customer Satisfaction through Corporate Reputation: A Case Study at Turkish Airlines. JAV. 2026;10(1):197-210. doi:10.30518/jav.1815361

Chicago

Çelebi, Alpaslan. 2026. “How Digital Communication Enhances Service Quality and Customer Satisfaction through Corporate Reputation: A Case Study at Turkish Airlines”. Journal of Aviation 10 (1): 197-210. https://doi.org/10.30518/jav.1815361.

EndNote

Çelebi A (February 1, 2026) How Digital Communication Enhances Service Quality and Customer Satisfaction through Corporate Reputation: A Case Study at Turkish Airlines. Journal of Aviation 10 1 197–210.

IEEE

[1]A. Çelebi, “How Digital Communication Enhances Service Quality and Customer Satisfaction through Corporate Reputation: A Case Study at Turkish Airlines”, JAV, vol. 10, no. 1, pp. 197–210, Feb. 2026, doi: 10.30518/jav.1815361.

ISNAD

Çelebi, Alpaslan. “How Digital Communication Enhances Service Quality and Customer Satisfaction through Corporate Reputation: A Case Study at Turkish Airlines”. Journal of Aviation 10/1 (February 1, 2026): 197-210. https://doi.org/10.30518/jav.1815361.

JAMA

1.Çelebi A. How Digital Communication Enhances Service Quality and Customer Satisfaction through Corporate Reputation: A Case Study at Turkish Airlines. JAV. 2026;10:197–210.

MLA

Çelebi, Alpaslan. “How Digital Communication Enhances Service Quality and Customer Satisfaction through Corporate Reputation: A Case Study at Turkish Airlines”. Journal of Aviation, vol. 10, no. 1, Feb. 2026, pp. 197-10, doi:10.30518/jav.1815361.

Vancouver

1.Alpaslan Çelebi. How Digital Communication Enhances Service Quality and Customer Satisfaction through Corporate Reputation: A Case Study at Turkish Airlines. JAV. 2026 Feb. 1;10(1):197-210. doi:10.30518/jav.1815361