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

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."