Enhancing Service Quality in Aviation: The Critical Role of Ground Handling Services

Öz

The increasing demand for air travel has intensified competition, necessitating continuous innovation and development in service quality. However, passengers often attribute service quality directly to airlines, unaware of the role of ground handling service companies. This study investigates the impact of ground handling services on overall service quality in the aviation sector, with a particular emphasis on Turkish Airlines' domestic flights in Türkiye. Using the SERVQUAL model, the study measures the gap between passengers' expectations and their perceptions of both airline and ground handling services. The analysis reveals that ground handling services play a critical role in shaping passengers' overall service perceptions. The findings indicate that while ground handling services negatively affect the 'Responsiveness' dimension, they enhance the 'Empathy' dimension. A quadrant chart was developed to analyze perceived and expected service quality scores. Four ground service aspects identified for improvement include timely and intact luggage delivery, staff engagement in problem-solving, short baggage delivery times at arrival airports, and personalized attention during check-in, boarding, connection assistance, and baggage claim.

Anahtar Kelimeler

• Service Quality
• Ground Handling Services
• SERVQUAL
• Aviation Industry
• Passenger Satisfaction

Havacılıkta Hizmet Kalitesinin Artırılması: Yer Hizmetlerinin Kritik Rolü

Öz

Yolcuların artan talebi havayolu taşımacılığı sektöründe rekabeti artırmış ve hizmet kalitesini yeniliğe ve gelişime açık hale getirmiştir. Ancak yolcular genellikle hizmet kalitesini, yer hizmetleri şirketlerinin rolünün farkında olmadan doğrudan havayollarına atfetmektedir. Bu çalışma, özellikle Türk Hava Yolları'nın Türkiye'deki iç hat uçuşlarına odaklanarak, yer hizmetleri sektörünün genel hizmet kalitesi üzerindeki etkisine odaklanmaktadır. Çalışma, SERVQUAL modelini kullanarak yolcuların beklentileri ile havayolu ve yer hizmetlerine ilişkin algıları arasındaki farkı ölçmektedir. Analiz, yer hizmetlerin yolcuların genel hizmet kalitesi algılarını şekillendirmede kritik bir rol oynadığını ortaya koymaktadır. Bulgular, yer hizmetlerinin 'Tepkisellik' boyutunu olumsuz yönde önemli ölçüde etkilediğini, 'Empati' boyutunu ise artırdığını göstermektedir. Algılanan ve beklenen hizmet kalitesi puanlarını analiz etmek için bir Quadrant grafiği oluşturulmuştur. İyileştirilmesi gereken dört yer hizmetler arasında; zamanında, sağlam bagaj teslimatı; çeşitli kontrol noktalarında personelin yolcuların sorunlarını çözmeye samimi ilgi göstermesi; varış havaalanında kısa bagaj teslimat süresi; ve check-in, uçağa biniş, bağlantı yardımı ve bagaj teslim alanlarında çalışanlardan kişiselleştirilmiş ilgi yer almaktadır.

Anahtar Kelimeler

• Servis Kalitesi
• Yer Hizmetleri Servisi
• SERVQUAL
• Havacılık Endüstrisi
• Yolcu Memnuniyeti

Kaynakça

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