The SWOT Analysis of Turkish Airlines Through Skytrax Quality Evaluations in the Global Brand Process

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Atıf İçin Kopyala

SEZGİN E., Yuncu D.

DEVELOPMENT OF TOURISM AND THE HOSPITALITY INDUSTRY IN SOUTHEAST ASIA, ss.65-81, 2016 (SSCI)

• Yayın Türü: Makale / Tam Makale
• Basım Tarihi: 2016
• Doi Numarası: 10.1007/978-981-287-606-5_5
• Dergi Adı: DEVELOPMENT OF TOURISM AND THE HOSPITALITY INDUSTRY IN SOUTHEAST ASIA
• Derginin Tarandığı İndeksler: Social Sciences Citation Index (SSCI)
• Sayfa Sayıları: ss.65-81
• Anahtar Kelimeler: Skytrax, Branding, Airlines, Services quality, SWOT analysis, SERVICE QUALITY, MODEL, PERCEPTIONS
• Anadolu Üniversitesi Adresli: Evet

Özet

Skytrax is a foundation which collects consumer evaluations/questionnaires of airlines, airports, airport lounges, cabin services and caterings, and air cabin crew in order to consolidate evaluations and scores airlines and airports from one star to five stars. Skytrax evaluations of both Turkish Airlines (TK) and Singapore Airlines (SQ) are compared in this particular study. The reason for such benchmarking is to identify the strengths and weaknesses of four-starred TK in contrast to distinguished and permanent five-starred SQ. Strengths, weaknesses, opportunities, and threats (SWOT) analysis is implemented on both airlines' Skytrax criteria, and results revealed that TK has significant weaknesses on three main topics which are "cleanliness," "staff presentation," and "handling delays/cancelations."