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Destination ASEAN, Beyond 2015 Read chapter Read first chapter

2016 | OriginalPaper | Chapter

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

Authors : Erkan Sezgin, Ph.D., Deniz Yuncu, Ph.D.

Published in: Development of Tourism and the Hospitality Industry in Southeast Asia

Publisher: Springer Singapore

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Abstract

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.”

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Metadata
Title
The SWOT Analysis of Turkish Airlines Through Skytrax Quality Evaluations in the Global Brand Process
Authors
Erkan Sezgin, Ph.D.
Deniz Yuncu, Ph.D.
Copyright Year
2016
Publisher
Springer Singapore
Book
Development of Tourism and the Hospitality Industry in Southeast Asia

Print ISBN: 978-981-287-605-8

Electronic ISBN: 978-981-287-606-5

Copyright Year: 2016

DOI
https://doi.org/10.1007/978-981-287-606-5_5