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
Corporate Reputation Digital Communication Applications Customer Satisfaction Service Quality Turkish Airlines.
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Details
| Primary Language | English |
|---|---|
| Subjects | Air Transportation and Freight Services |
| Journal Section | Research Article |
| Authors | |
| Submission Date | November 1, 2025 |
| Acceptance Date | February 25, 2026 |
| Early Pub Date | February 27, 2026 |
| Publication Date | February 27, 2026 |
| DOI | https://doi.org/10.30518/jav.1815361 |
| IZ | https://izlik.org/JA25CC54RS |
| Published in Issue | Year 2026 Volume: 10 Issue: 1 |
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'Plagiarism and the law', Joss Saunders, Learned Publishing, 23:279-202: http://www.ingentaconnect.com/content/alpsp/lp/2010/00000023/00000004/art00002
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Doktorasını Sivil Havacılık Yönetimi, Doçentliğini Yönetim ve Organizasyon dalında almış olup halen Eskişehir Teknik Üniversitesi, Havacılık ve Uzay Bilimleri Fakültesi Havacılık Yönetimi Bölümünde öğretim üyeliğini ve bölüm başkanlığını sürdürmektedir.
2008 yılından itibaren profesyonel iş dünyasında yer alan Gülaçtı ŞEN, 2007-2012 yılları arasında Anadolu Üniversitesi İktisadi ve İdari Bilimler Fakültesi İşletme Bölümü’nü tamamladı. 2015 yılında Beykent Üniversitesi Lisansüstü Eğitim Enstitüsü İşletme Yönetimi Yüksek Lisans eğitimini tamamladı. 2020 yılında Beykent Üniversitesi Lisansüstü Eğitim Enstitüsü İşletme Yönetimi doktora eğitimini tamamladı. Yüksek lisans ve doktora tezi girişimcilik alanı ve havacılık endüstrisi ile ilgilidir. 2010-2016 yılları arasında havacılık sektöründe Turkish Ground Service A.Ş.’de Yolcu Hizmetleri Memuru olarak Türk Hava Yollarına hizmet verdi. 2016 yılından itibaren üniversitelerde farklı havacılık programlarında havacılık dersleri veren ŞEN, 2022 yılından itibaren Balıkesir Üniversitesi Edremit Sivil Havacılık Yüksekokulu Havacılık Bölümü’nde Dr. Öğr. Üyesi olarak görevini sürdürmektedir. Araştırmaları, yönetim alanında (özellikle havacılık endüstrisine yönelik) yeni ampirik kanıtlar sağlamayı amaçlayan nitel ve nitel araştırma tekniklerini kapsamaktadır.
Havacılıkla ilgili verdiği bazı dersler; Havacılık Kuralları, Havacılıkta İletişim, Hava Trafik Kuralları, Havaalanı Faaliyetleri ve Donanımları, Meteoroloji, Emniyet Yönetim Sistemi, Yer Hizmetleri, Yolcu Hizmetleri, Tehlikeli Maddeler, Havayolu Pazarlamasıdır. 2019 yılında Sivil Havacılıkta Kariyer ve 2021 yılında Terminalde Bir Gün-Farklı Havacılık Meslekleri Çalışanlarıyla Söyleşiler, 2022 yılında Havacılıkta Stratejik Yönetim: Yolcu Hizmetleri Yönetimi adlı kitapları çıktı.
2009-2015 yılları arasında Türk Hava Yolları ve Pegasus Hava Yolları dahil olmak üzere sivil havacılık sektöründe çalışan Dr. Tüzün Tolga İnan, Eskişehir Anadolu Üniversitesi'nden 2017 yılında sivil havacılık yönetimi doktora derecesi ile mezun oldu. Halen Bahçeşehir Üniversitesi Uygulamalı Bilimler Yüksekokulu Pilotaj Bölümü'nde Bölüm Başkanı ve Havacılık Yönetimi Yüksek Lisans Koordinatörü olarak görev yapan Dr. Tüzün Tolga İnan, sivil havacılığın yönetim perspektifi ile ilgili ulusal ve uluslararası kitap, makale ve bildiriler yayınlayarak akademik literatürü sektörel deneyimi çerçevesinde geliştirmeye devam etmektedir. Araştırmalarında makine öğrenmesi, zaman serileri, çok boyutlu ölçekleme, veri zarflama analizi gibi istatistiksel modelleri kullanmaktadır. İlgili kitapta yolcu ve kargo stratejileri altında sınıflandırılan havayolları, tarifeli seferler, havacılıkta olay ve kaza incelemesi, makine öğrenmesi yaklaşımı ve talep tahminine yönelik analiz yöntemleri incelenmektedir.
Türkçe, İngilizce
I completed my Bachelor's Degree in Law from the Faculty of Law at Aligarh Muslim University (AMU) in 2009. Following this, I embarked on my professional journey as a Junior Advocate in a Law Office in New Delhi, where I served from June 2009 to August 2010. During this time, I had the privilege of participating in the preparation of various contracts and legal briefs and gaining valuable hands-on experience in the legal field.
Eager to further my legal education, I enrolled in the LL.M. program at the Faculty of Law, AMU, Aligarh, from 2010 to 2012. During my postgraduate studies, I focused my coursework on Comparative Constitutional Law, deepening my knowledge in this specialized area of law.
Subsequently, I embarked on a research endeavor at the Center of Air & Space Law, NALSAR University of Law, Hyderabad. As a Ph.D. candidate, I delved into the emerging field of Aerospace Law, specifically addressing the Regulatory Challenges of Civil Unmanned Aircraft Systems (Drones). This research allowed me to contribute to the growing understanding of this nascent area within the legal domain.
During my doctoral studies, I was honored to receive the prestigious Assad Kotaite Graduate and Postdoctoral Fellowship Fund in 2017, awarded by the International Civil Aviation Organization (ICAO) in Canada. This fellowship supported and recognized my commitment to pursuing advanced studies in aviation law.
My academic journey continued as I took on the role of an Assistant Professor of Law at the Faculty of Law, Jamia Millia Islamia, a Central University located in New Delhi. During my tenure there, I dedicated over two years to teaching and guiding the next generation of legal professionals.
Building on this experience, I extended my academic career by accepting the position of Assistant Professor at the School of Law, Jamia Hamdard University in New Delhi, India.
Currently, I have the privilege of being associated with the College of Law at the University of Sharjah in Sharjah, United Arab Emirates, where I serve as an Assistant Professor. In this role, I continue to impart knowledge and contribute to the legal community through research and education, drawing on the diverse experiences and expertise I have gained throughout my professional journey.
Divij Arora is an Assistant Professor in the Department of Aerospace Engineering at Uttaranchal University, India. He holds a Master’s degree in Aerospace Engineering from Lovely Professional University and is currently pursuing his Ph.D. in the same field. His research interests encompass aerodynamics, computational fluid dynamics (CFD), propulsion systems, and aerospace structures.I have contributed to several projects, including the design and testing of a hybrid rocket engine test bench setup and the fabrication and simulation of NACA airfoil profiles. His work emphasizes experimental propulsion and aerodynamic analysis, integrating advanced CAD modeling, simulation, and experimental validation. He has authored multiple publications in reputed journals and has been actively involved in innovative aerospace design projects such as VTOL UAV concepts and hypersonic flow analysis over spiked re-entry bodies. His ongoing research focuses on advancing aerodynamic efficiency and thermal management in aerospace vehicles through CFD-based analysis and design optimization.
1998 yılında Anadolu Üniversitesi Sivil Havacılık Yüksekokulu Sivil Hava Ulaştırma İşletmeciliği Bölümü’nün (yeni adı ile Havacılık ve Uzay Bilimleri Fakültesi Havacılık Yönetimi Bölümü) Bölüm ve Okul Birincisi derecesi ile mezun oldu. Yüksek Lisans eğitimini Sivil Havacılık Yönetimi alanında 2000 yılında, yine aynı alanda Doktora eğitimini ise 2007 yılında Anadolu Üniversitesi’nde tamamladı. 2013 yılında girmiş olduğu Doçentlik sınavında başarılı olarak Yönetim ve Strateji alanında Doçent, 2019 yılında Profesör unvanını aldı.
1998 yılında mezun olduğu bölümde Araştırma Görevlisi olarak göreve başladı. 2007 yılından itibaren Öğretim Üyesi olarak görevine devam etti. 2010-2011 yıllarında YÖK Doktora Sonrası Araştırma Bursu ile 1 yıl süre ile ABD’de Embry-Riddle Aeronautical University’de Misafir Öğretim Üyesi olarak Doktora sonrası araştırmalarda bulundu. 2014 yılında aynı bölümde Doçent kadrosuna yükseltildi. Halen, kuruluşunu takiben Eskişehir Teknik Üniversitesi’ne bağlanan Havacılık ve Uzay Bilimleri Fakültesi Havacılık Yönetimi Bölümü’nde Profesör olarak görevine devam etmektedir. Aynı zamanda Eskişehir Teknik Üniversitesi Bilim ve Teknolojide Kadın Araştırma ve Uygulama Birimi Kurucu Müdürü olup halen bu görevine devam etmektedir.
Havacılık Yönetimi alanında yazılmış çok sayıda uluslararası ve ulusal makale, kitap ve bildirileri bulunmaktadır. Aynı zamanda Avrupa Birliği Projelerinde araştırmacı ve ulusal projelerde proje yürütücüsü ve araştırmacı olarak yer almakta olup; Sivil Havacılık Genel Müdürlüğü Toplumsal Cinsiyet Dengesi Geliştirme Komisyonu üyesidir.
Journal of Aviation - JAV |
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