Araştırma Makalesi
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Decoding the Airport Experience: A Multi-Dimensional Assessment of Airport Service Quality Through Passenger Reviews

Yıl 2025, Cilt: 6 Sayı: 1, 59 - 70, 30.07.2025

Itir Ceren Morcote Santos

https://doi.org/10.54439/gupayad.1741143

Öz

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.

Anahtar Kelimeler

Services marketing airport service quality consumer complaints consumer behavior.

Kaynakça

  • Adler, N., & Berechman, J. (2001). Measuring airport quality from the airlines’ viewpoint: An application of data envelopment analysis. Transport Policy, 8(3), 171-181. https://doi.org/10.1016/S0967-070X(01)00011-7
  • Ali, T., Marc, B., Omar, B., Soulaimane, K., & Larbi, S. (2021). Exploring destination's negative e-reputation using aspect based sentiment analysis approach: Case of Marrakech destination on TripAdvisor. Tourism Management Perspectives, 40, 100892. https://doi.org/10.1016/j.tmp.2021.100892
  • Bezerra, G. C. L., & Gomes, C. F. (2016). Measuring airport service quality: A multidimensional approach. Journal of Air Transport Management, 53, 85-93. https://doi.org/10.1016/j.jairtraman.2016.02.001
  • Bunchongchit, K., & Wattanacharoensil, W. (2021). Data analytics of Skytrax's airport review and ratings: Views of airport quality by passengers types. Research in Transportation Business & Management, 41, Article 100688. https://doi.org/10.1016/j.rtbm.2021.100688
  • Childs, C., & Adam-Smith, Y (1997). More Ivy league than gold, silver and bronze. Airlines International, 3(2), 8–12.
  • Fernandes, E., & Pacheco, R. R. (2010). A quality approach to airport management. Quality & Quantity, 44(3), 551-564. https://doi.org/10.1007/s11135-008-9212-9
  • Fodness, D., & Murray, B. (2007). Passengers' expectations of airport service quality. Journal of Services Marketing, 21(7), 492-506. https://doi.org/10.1108/08876040710824852
  • Gökdalay, M. H., & Evren, G. (2009). Havaalanlarının performans analizinde bulanık çok ölçütlü karar verme yaklaşımı. İTÜ Dergisi, 8 (6), 157-168.
  • Graham, A. (2023). Managing airports: An international perspective (4th ed.). Routledge.
  • Hong, S. J., Choi, D., & Chae, J. (2020). Exploring different airport users’ service quality satisfaction between service providers and air travelers. Journal of Retailing and Consumer Services, 52, 101917. https://doi.org/10.1016/j.jretconser.2019.101917
  • Jiang, H., & Zhang, Y. (2016). An assessment of passenger experience at Melbourne Airport. Journal of Air Transport Management, 54, 88-92. https://doi.org/10.1016/j.jairtraman.2016.04.002
  • Kayapınar, S., & Erginel, N. (2019). Designing the airport service with fuzzy QFD based on SERVQUAL integrated with a fuzzy multi-objective decision model. Total Quality Management & Business Excellence, 30(13-14), 1429-1448. https://doi.org/10.1080/14783363.2017.1371586
  • Kirk, P., Harrison, A., Popovic, V., & Kraal, B. (2014). Deconstructing expected passenger experience in airports. In Proceedings of the 2014 Design Research Society Conference (pp. 16-30). Design Research Society/Umea Institute of Design. Retrieved from: https://dl.designresearchsociety.org/drs-conference-papers/drs2014/researchpapers/6
  • Liou, J. J., Tang, C. H., Yeh, W. C., & Tsai, C. Y. (2011). A decision rules approach for improvement of airport service quality. Expert Systems with Applications, 38(11), 13723-13730. https://doi.org/10.1016/j.eswa.2011.04.168
  • Morcote Santos, I. C., & Tutkun (2025). Digital voices in the skies: A netnographic investigation of service quality in Türkiye’s full-service and low-cost airlines. Eurasia: Economics & Business, 3(93), 3-12. https://doi.org/10.18551/econeurasia
  • Nghiêm-Phú, B., & Suter, J. R. (2018). Airport image: an exploratory study of McCarran international airport. Journal of Air Transport Management, 67, 72-84. https://doi.org/10.1016/j.jairtraman.2017.11.011
  • Omer, K. F., & Khan, A. M. (1988). Airport landside level of service estimation: Utility theoretic approach. Transportation Research Board, 33-40. Retrieved from: http://onlinepubs.trb.org/Onlinepubs/trr/1988/1199/1199-004.pdf
  • Oum, T. H., Adler, N., & Yu, C. (2006). Privatization, corporatization, ownership forms and their effects on the performance of the world's major airports. Journal of Air Transport Management, 12(3), 109-121. https://doi.org/10.1016/j.jairtraman.2005.11.003
  • Pabedinskaitė, A., & Akstinaitė, V. (2014). Evaluation of the airport service quality. Procedia-Social and Behavioral Sciences, 110, 398-409. https://doi.org/10.1016/j.sbspro.2013.12.884
  • Pantouvakis, A., & Renzi, M. F. (2016). Exploring different nationality perceptions of airport service quality. Journal of Air Transport Management, 52, 90-98. https://doi.org/10.1016/j.jairtraman.2015.12.005
  • Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). SERVQUAL: A Multiple Item Scale for Measuring Consumer Perceptions of Service Quality. Journal of Retailing, 64(1), 12-40.
  • Perezgonzalez, J. D., & Gilbey, A. (2011). Predicting Skytrax airport rankings from customer reviews. Journal of Airport Management, 5(4), 335-339. https://doi.org/10.69554/RFZC4321
  • Prentice, C., & Kadan, M. (2019). The role of airport service quality in airport and destination choice. Journal of Retailing and Consumer Services, 47, 40-48. https://doi.org/10.1016/j.jretconser.2018.10.006
  • Rhoades, D. L., Waguespack, B. Jr., & Young, S. (2000). Developing a quality index for US airports. Managing Service Quality: An International Journal, 10(4), 257–262. https://doi.org/10.1108/09604520010373136
  • Rita, P., Ramos, R., Borges-Tiago, M. T., & Rodrigues, D. (2022). Impact of the rating system on sentiment and tone of voice: A Booking. com and TripAdvisor comparison study. International Journal of Hospitality Management, 104, 103245. https://doi.org/10.1016/j.ijhm.2022.103245
  • Seetanah, B., Teeroovengadum, V., & Nunkoo, R. (2020). Destination satisfaction and revisit intention of tourists: Does the quality of airport services matter? Journal of Hospitality & Tourism Research, 44(1), 134-148. https://doi.org/10.1177/1096348018798446
  • Tsai, W. H., Hsu, W., & Chou, W. C. (2011). A gap analysis model for improving airport service quality. Total Quality Management & Business Excellence, 22(10), 1025-1040. https://doi.org/10.1080/14783363.2011.611326
  • Usman, A., Azis, Y., Harsanto, B., & Azis, A. M. (2022). Airport service quality dimension and measurement: A systematic literature review and future research agenda. International Journal of Quality & Reliability Management, 39(10), 2302-2322. https://doi.org/10.1108/IJQRM-07-2021-0198
  • Wattanacharoensil, W., Schuckert, M., Graham, A., & Dean, A. (2017). An analysis of the airport experience from an air traveler perspective. Journal of Hospitality and Tourism Management, 32, 124-135. https://doi.org/10.1016/j.jhtm.2017.06.003
  • World Health Organization, (2023, May 05). Coronavirus disease (COVID-19) pandemic. Retrieved srom: https://www.who.int/europe/emergencies/situations/covid-19
  • Yeh, C. H., & Kuo, Y. L. (2003). Evaluating passenger services of Asia-Pacific international airports. Transportation Research Part E: Logistics and Transportation Review, 39(1), 35-48. https://doi.org/10.1016/S1366-5545(02)00017-0

Havalimanı Deneyiminin Çözümlenmesi: Yolcu Geri Bildirimlerine Dayalı Olarak Havalimanı Hizmet Kalitesinin Çok Boyutlu Olarak Değerlendirilmesi

Yıl 2025, Cilt: 6 Sayı: 1, 59 - 70, 30.07.2025

Itir Ceren Morcote Santos

https://doi.org/10.54439/gupayad.1741143

Öz

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.

Anahtar Kelimeler

Hizmet pazarlaması havalimanı hizmet kalitesi tüketici şikayetleri tüketici davranışları.

Kaynakça

  • Adler, N., & Berechman, J. (2001). Measuring airport quality from the airlines’ viewpoint: An application of data envelopment analysis. Transport Policy, 8(3), 171-181. https://doi.org/10.1016/S0967-070X(01)00011-7
  • Ali, T., Marc, B., Omar, B., Soulaimane, K., & Larbi, S. (2021). Exploring destination's negative e-reputation using aspect based sentiment analysis approach: Case of Marrakech destination on TripAdvisor. Tourism Management Perspectives, 40, 100892. https://doi.org/10.1016/j.tmp.2021.100892
  • Bezerra, G. C. L., & Gomes, C. F. (2016). Measuring airport service quality: A multidimensional approach. Journal of Air Transport Management, 53, 85-93. https://doi.org/10.1016/j.jairtraman.2016.02.001
  • Bunchongchit, K., & Wattanacharoensil, W. (2021). Data analytics of Skytrax's airport review and ratings: Views of airport quality by passengers types. Research in Transportation Business & Management, 41, Article 100688. https://doi.org/10.1016/j.rtbm.2021.100688
  • Childs, C., & Adam-Smith, Y (1997). More Ivy league than gold, silver and bronze. Airlines International, 3(2), 8–12.
  • Fernandes, E., & Pacheco, R. R. (2010). A quality approach to airport management. Quality & Quantity, 44(3), 551-564. https://doi.org/10.1007/s11135-008-9212-9
  • Fodness, D., & Murray, B. (2007). Passengers' expectations of airport service quality. Journal of Services Marketing, 21(7), 492-506. https://doi.org/10.1108/08876040710824852
  • Gökdalay, M. H., & Evren, G. (2009). Havaalanlarının performans analizinde bulanık çok ölçütlü karar verme yaklaşımı. İTÜ Dergisi, 8 (6), 157-168.
  • Graham, A. (2023). Managing airports: An international perspective (4th ed.). Routledge.
  • Hong, S. J., Choi, D., & Chae, J. (2020). Exploring different airport users’ service quality satisfaction between service providers and air travelers. Journal of Retailing and Consumer Services, 52, 101917. https://doi.org/10.1016/j.jretconser.2019.101917
  • Jiang, H., & Zhang, Y. (2016). An assessment of passenger experience at Melbourne Airport. Journal of Air Transport Management, 54, 88-92. https://doi.org/10.1016/j.jairtraman.2016.04.002
  • Kayapınar, S., & Erginel, N. (2019). Designing the airport service with fuzzy QFD based on SERVQUAL integrated with a fuzzy multi-objective decision model. Total Quality Management & Business Excellence, 30(13-14), 1429-1448. https://doi.org/10.1080/14783363.2017.1371586
  • Kirk, P., Harrison, A., Popovic, V., & Kraal, B. (2014). Deconstructing expected passenger experience in airports. In Proceedings of the 2014 Design Research Society Conference (pp. 16-30). Design Research Society/Umea Institute of Design. Retrieved from: https://dl.designresearchsociety.org/drs-conference-papers/drs2014/researchpapers/6
  • Liou, J. J., Tang, C. H., Yeh, W. C., & Tsai, C. Y. (2011). A decision rules approach for improvement of airport service quality. Expert Systems with Applications, 38(11), 13723-13730. https://doi.org/10.1016/j.eswa.2011.04.168
  • Morcote Santos, I. C., & Tutkun (2025). Digital voices in the skies: A netnographic investigation of service quality in Türkiye’s full-service and low-cost airlines. Eurasia: Economics & Business, 3(93), 3-12. https://doi.org/10.18551/econeurasia
  • Nghiêm-Phú, B., & Suter, J. R. (2018). Airport image: an exploratory study of McCarran international airport. Journal of Air Transport Management, 67, 72-84. https://doi.org/10.1016/j.jairtraman.2017.11.011
  • Omer, K. F., & Khan, A. M. (1988). Airport landside level of service estimation: Utility theoretic approach. Transportation Research Board, 33-40. Retrieved from: http://onlinepubs.trb.org/Onlinepubs/trr/1988/1199/1199-004.pdf
  • Oum, T. H., Adler, N., & Yu, C. (2006). Privatization, corporatization, ownership forms and their effects on the performance of the world's major airports. Journal of Air Transport Management, 12(3), 109-121. https://doi.org/10.1016/j.jairtraman.2005.11.003
  • Pabedinskaitė, A., & Akstinaitė, V. (2014). Evaluation of the airport service quality. Procedia-Social and Behavioral Sciences, 110, 398-409. https://doi.org/10.1016/j.sbspro.2013.12.884
  • Pantouvakis, A., & Renzi, M. F. (2016). Exploring different nationality perceptions of airport service quality. Journal of Air Transport Management, 52, 90-98. https://doi.org/10.1016/j.jairtraman.2015.12.005
  • Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). SERVQUAL: A Multiple Item Scale for Measuring Consumer Perceptions of Service Quality. Journal of Retailing, 64(1), 12-40.
  • Perezgonzalez, J. D., & Gilbey, A. (2011). Predicting Skytrax airport rankings from customer reviews. Journal of Airport Management, 5(4), 335-339. https://doi.org/10.69554/RFZC4321
  • Prentice, C., & Kadan, M. (2019). The role of airport service quality in airport and destination choice. Journal of Retailing and Consumer Services, 47, 40-48. https://doi.org/10.1016/j.jretconser.2018.10.006
  • Rhoades, D. L., Waguespack, B. Jr., & Young, S. (2000). Developing a quality index for US airports. Managing Service Quality: An International Journal, 10(4), 257–262. https://doi.org/10.1108/09604520010373136
  • Rita, P., Ramos, R., Borges-Tiago, M. T., & Rodrigues, D. (2022). Impact of the rating system on sentiment and tone of voice: A Booking. com and TripAdvisor comparison study. International Journal of Hospitality Management, 104, 103245. https://doi.org/10.1016/j.ijhm.2022.103245
  • Seetanah, B., Teeroovengadum, V., & Nunkoo, R. (2020). Destination satisfaction and revisit intention of tourists: Does the quality of airport services matter? Journal of Hospitality & Tourism Research, 44(1), 134-148. https://doi.org/10.1177/1096348018798446
  • Tsai, W. H., Hsu, W., & Chou, W. C. (2011). A gap analysis model for improving airport service quality. Total Quality Management & Business Excellence, 22(10), 1025-1040. https://doi.org/10.1080/14783363.2011.611326
  • Usman, A., Azis, Y., Harsanto, B., & Azis, A. M. (2022). Airport service quality dimension and measurement: A systematic literature review and future research agenda. International Journal of Quality & Reliability Management, 39(10), 2302-2322. https://doi.org/10.1108/IJQRM-07-2021-0198
  • Wattanacharoensil, W., Schuckert, M., Graham, A., & Dean, A. (2017). An analysis of the airport experience from an air traveler perspective. Journal of Hospitality and Tourism Management, 32, 124-135. https://doi.org/10.1016/j.jhtm.2017.06.003
  • World Health Organization, (2023, May 05). Coronavirus disease (COVID-19) pandemic. Retrieved srom: https://www.who.int/europe/emergencies/situations/covid-19
  • Yeh, C. H., & Kuo, Y. L. (2003). Evaluating passenger services of Asia-Pacific international airports. Transportation Research Part E: Logistics and Transportation Review, 39(1), 35-48. https://doi.org/10.1016/S1366-5545(02)00017-0
Toplam 31 adet kaynakça vardır.

Ayrıntılar

Birincil Dil İngilizce
Konular Hizmet Pazarlaması, Tüketici Davranışı
Bölüm Araştırma Makaleleri
Yazarlar

Itir Ceren Morcote Santos

Erken Görünüm Tarihi 25 Temmuz 2025
Yayımlanma Tarihi 30 Temmuz 2025
Gönderilme Tarihi 13 Temmuz 2025
Kabul Tarihi 24 Temmuz 2025
Yayımlandığı Sayı Yıl 2025 Cilt: 6 Sayı: 1

Kaynak Göster

APA Morcote Santos, I. C. (2025). Decoding the Airport Experience: A Multi-Dimensional Assessment of Airport Service Quality Through Passenger Reviews. Güncel Pazarlama Yaklaşımları ve Araştırmaları Dergisi, 6(1), 59-70. https://doi.org/10.54439/gupayad.1741143
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