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Development of Tourism and the Hospitality Industry in Southeast Asia pp 65–81Cite as

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

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Part of the book series: Managing the Asian Century ((MAAC))

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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Author information

Authors and Affiliations

  1. Faculty of Tourism, Tour Guiding Department, Anadolu University, Yunusemre Campus, 26470, Eskisehir, Turkey

    Erkan Sezgin Ph.D.

  2. Faculty of Tourism, Tourism Mangement Department, Anadolu University, Yunusemre Campus, 26470, Eskisehir, Turkey

    Deniz Yuncu Ph.D.

Authors
  1. Erkan Sezgin Ph.D.
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  2. Deniz Yuncu Ph.D.
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Correspondence to Erkan Sezgin Ph.D. .

Editor information

Editors and Affiliations

  1. College of Business, Lamar University, Beaumont, Texas, USA

    Purnendu Mandal

  2. Lee Kuan Yew School of Public Policy, National University of Singapore, Singapore, Singapore

    John Vong

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Sezgin, E., Yuncu, D. (2016). The SWOT Analysis of Turkish Airlines Through Skytrax Quality Evaluations in the Global Brand Process. In: Mandal, P., Vong, J. (eds) Development of Tourism and the Hospitality Industry in Southeast Asia. Managing the Asian Century. Springer, Singapore. https://doi.org/10.1007/978-981-287-606-5_5

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