Determining the Importance Level of E-Service Quality Dimensions in Airline Companies

Because of developments in information technology, distribution of products has started to be provided over the internet, and the airline industry has been affected too much by this situation. In this context, while the share of services offered by travel agencies has been gradually decreasing, the internet has started to be widely used by airline companies, especially by low-cost carriers. This study aims to determine the importance level of the factors affecting e-service quality provided in the airline industry. In this study, the AHP (Analytic Hierarchy Process) method is used in the evaluation phase. E-service quality is evaluated by a hierarchical structure consisting of 4 main criteria and 13 sub-criteria. While service quality is determined as the most important main criterion, it is seen that reliability and understandability are found to be the most important sub-criteria. The most insignificant criterion also is personalization