Evaluation of Business Class Service Quality in European Flag Carriers with Entropy-Based TOPSIS

Abstract

Purpose – The primary objective of this study is to measure and comparatively evaluate the Business Class service quality of European airlines. The study aims to identify the criteria that most significantly impact passenger satisfaction in Business Class services, identify airlines' strengths and weaknesses, and contribute to strategies that will provide competitive advantage in the industry.

Design/methodology/approach – This study comparatively evaluates the service quality of 15 full-service European airlines offering Business Class, identified as the most successful in terms of service quality in 2024 according to Skytrax database evaluations. The assessment is based on customer reviews obtained from the Skytrax database. The service quality of European flag carriers was examined across three main dimensions: airport services (check-in staff and baggage delivery), in-flight services (seat comfort and cleanliness), and cabin crew performance (communication skills and service speed). In the analysis process, the relative importance levels of the criteria were first calculated using the entropy method, and these weights were then integrated into the TOPSIS method to rank the airlines' relative performance.

Findings – The criteria weights calculated with the entropy method in the analysis revealed that criteria such as priority baggage service (0.3572) and communication with customers (0.2235) have a higher effect in determining service quality. As a result of the analysis, Lufthansa ranked first with the highest relative service quality score, followed by Austrian Airlines, KLM Royal Dutch Airlines, and Swiss International Air Lines.

Discussion – The findings reveal not only the current situation but also the service areas that need to be improved for airlines, offering strategic improvement opportunities.