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.”
The SWOT Analysis of Turkish Airlines Through Skytrax Quality Evaluations in the Global Brand Process
Managing the Asian Century
Development of Tourism and the Hospitality Industry in Southeast Asia ; Kapitel : 5 ; 65-81
2016-01-01
17 pages
Aufsatz/Kapitel (Buch)
Elektronische Ressource
Englisch
Skytrax<index-term><term>Skytrax</term></index-term> , Branding<index-term><term>Branding</term></index-term> , Airlines<index-term><term>Airlines</term></index-term> , Services quality<index-term><term>Services quality</term></index-term> , SWOT analysis<index-term><term>SWOT analysis</term></index-term> Business and Management , Tourism Management , Emerging Markets/Globalization , Economic Growth
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