Research Based on The Passenger’s Perspective to Airline Alliances, The Case of Turkish Airlines, A member of Star Alliance

Abstract

There is a substantial degree of cooperation between two or more airlines in an alliance. Strategic alliances are formed for a variety of reasons. As a result of airline alliances (e.g., Star Alliance, Oneworld, Skyteam), airlines are able to increase profitability, reduce costs, and expand their flight networks. As part of its commitment to passengers, Turkish Airlines (hereinafter referred to as 'THY') offers flight check-in, baggage handling, a broad network, high-quality catering, in-flight comfort, and on-time departures and arrivals. An assessment of customer perceptions of THY's alliance was conducted to determine whether alliance strategies affected perceived service quality. Travelers who have flown with Turkish Airlines, the flag carrier of Turkey and a Star Alliance member, were surveyed to compare the impact of alliance strategies on service quality before and after joining the alliance. The survey was completed by 147 participants and analyzed using SPSS.