Dr. Morcote Santos is currently working as a lecturer at Dokuz Eylul University and conducting her post-doctoral research at University of Porto. She has a Ph.D. in Business Administration with a specialization in marketing management.
Purpose: This study aims to identify the main factors behind passenger dissatisfaction at Türkiye’s five busiest airports, despite their modern infrastructure. By analyzing traveler complaints, it explores which service quality dimensions most affect perceptions of airports and destinations. Material and Method: This study employed a qualitative approach using content analysis. Consumer reviews posted between January 2023 and July 2025 were collected from airlinequality.com. A total of 436 complaints were analyzed and categorized based on airport service quality dimensions. Findings: Service-related issues, especially high prices for food and amenities, were the most frequent complaints. Many passengers also criticized the airport staff. Common issues included lack of courtesy and unhelpfulness. Finally, layout problems, particularly the vast size of Istanbul Airport, contributed to negative experiences. Conclusion: The findings demonstrate that both tangible factors (e.g., terminal layout, amenities) and intangible factors (e.g., staff attitudes, communication) significantly impact perceived airport service quality. To enhance competitiveness and strengthen destination branding, airport managers should prioritize improvements in wayfinding clarity, staff training, and the availability of affordable, comfortable facilities. Addressing these areas proactively can foster greater passenger satisfaction.
The unforeseen emergence of the COVID-19 pandemic back in March 2020 made a huge impact both nationally and internationally in Turkey. One of the impacts of this disaster was on transportation services both for goods and passengers. Therefore, the focus of this study was determined to be on airline passengers' satisfaction and complaints in this bothersome period. The aim was to discover the problematic dimensions of the service provided and possibly minimize these incidents both for the sake of the airline companies and the passengers. The content analysis method was utilized, and 125 reviews containing 280 complaints were analyzed. It was discovered that the most criticized SERVQUAL dimension for Turkey-based airlines in the first year of the COVID-19 pandemic was reliability. These findings have the potential to guide professionals of passenger transportation services on which practices should be improved.
The country-of-origin effect has become one of the most significant international marketing topics in which researchers have shown a great deal of interest. Despite the extensive research into the country-of-origin effect on products, there is a lack of up-to-date comprehensive review study providing an analysis of key empirical concepts, theoretical foundations, and major methodological trends about the country-of-origin effect in services marketing. As a result of the review study, a wide range of studies have been found that investigated the country-of-origin effect on service quality and purchase decisions. Some limitations were also determined regarding the sample, service type, theoretical background, and origins included in the studies. This study hopes to make a significant contribution to the international marketing literature by providing a profound understanding of the country-of-origin effect within the services marketing frame, all the while presenting a systematic review of articles focusing on this matter published between 1986 and 2021.
I am looking for an academic to collaborate on research focusing on AI service failures and consumer perceptions.