TY  - JOUR
T1  - Decoding the Airport Experience: A Multi-Dimensional Assessment of Airport Service Quality Through Passenger Reviews
TT  - Havalimanı Deneyiminin Çözümlenmesi: Yolcu Geri Bildirimlerine Dayalı Olarak Havalimanı Hizmet Kalitesinin Çok Boyutlu Olarak Değerlendirilmesi
AU  - Morcote Santos, Itir Ceren
PY  - 2025
DA  - July
Y2  - 2025
DO  - 10.54439/gupayad.1741143
JF  - Güncel Pazarlama Yaklaşımları ve Araştırmaları Dergisi
JO  - JCMAR
PB  - Yusuf ÖCEL
WT  - DergiPark
SN  - 2757-7279
SP  - 59
EP  - 70
VL  - 6
IS  - 1
LA  - en
AB  - Purpose: This study aims to identify the main factors behind passenger dissatisfaction at Türkiye’s five busiest airports, despite their modern infrastructure. By analyzing traveler complaints, it explores which service quality dimensions most affect perceptions of airports and destinations. Material and Method: This study employed a qualitative approach using content analysis. Consumer reviews posted between January 2023 and July 2025 were collected from airlinequality.com. A total of 436 complaints were analyzed and categorized based on airport service quality dimensions. Findings: Service-related issues, especially high prices for food and amenities, were the most frequent complaints. Many passengers also criticized the airport staff. Common issues included lack of courtesy and unhelpfulness. Finally, layout problems, particularly the vast size of Istanbul Airport, contributed to negative experiences. Conclusion: The findings demonstrate that both tangible factors (e.g., terminal layout, amenities) and intangible factors (e.g., staff attitudes, communication) significantly impact perceived airport service quality. To enhance competitiveness and strengthen destination branding, airport managers should prioritize improvements in wayfinding clarity, staff training, and the availability of affordable, comfortable facilities. Addressing these areas proactively can foster greater passenger satisfaction.
KW  - Services marketing
KW  - airport service quality
KW  - consumer complaints
KW  - consumer behavior.
N2  - Amaç: Bu çalışma, modern altyapılarına rağmen Türkiye’nin en yoğun beş havalimanında yolcu memnuniyetsizliğine yol açan başlıca faktörleri belirlemeyi amaçlamaktadır. Yolcu şikayetlerini analiz ederek, hizmet kalitesi boyutlarının havalimanı ve destinasyon algısını nasıl etkilediğini incelemektedir. Gereç ve Yöntem: Bu çalışmada, içerik analizi kullanılan nitel bir araştırma yöntemi benimsenmiştir. Ocak 2023 ile Temmuz 2025 tarihleri arasında airlinequality.com platformunda yayımlanan yolcu yorumları toplanmıştır. Toplam 436 şikâyet, havalimanı hizmet kalitesi boyutlarına göre analiz edilmiş ve kategorilere ayrılmıştır. Bulgular: Hizmetle ilgili sorunlar, özellikle yiyecek ve diğer imkanların yüksek fiyatları en sık dile getirilen şikayetler olmuştur. Birçok yolcu havalimanı personelini de eleştirmiştir. Yaygın şikayetler arasında nezaket eksikliği ve yardımcı olmama yer almaktadır. Son olarak, özellikle İstanbul Havalimanı’nın geniş alanı ve uzun yürüme mesafeleri düzenle ilgili olumsuz deneyimlere neden olmuştur. Sonuç: Bulgular, hem somut faktörlerin (ör. terminal düzeni, imkanlar) hem de soyut faktörlerin (ör. personel tutumları, iletişim) algılanan hizmet kalitesini önemli ölçüde etkilediğini göstermektedir. Rekabet gücünü artırmak ve destinasyon imajını güçlendirmek için yöneticilerin yönlendirme işaretlerini, personel eğitimini ve uygun fiyatlı, konforlu imkanların sunulmasını önceliklendirmesi önerilmektedir. Bu alanlarda proaktif iyileştirmeler yapılması yolcu memnuniyetini artıracaktır.
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UR  - https://doi.org/10.54439/gupayad.1741143
L1  - https://dergipark.org.tr/tr/download/article-file/5050049
ER  -