How Digital Communication Enhances Service Quality and Customer Satisfaction through Corporate Reputation: A Case Study at Turkish Airlines

The diversification and rapid spread of digital communication applications, driven by technological advancements, are also changing the ways in which airlines communicate with their stakeholders. The effective use of digital applications has become one of the factors that directly affect customer satisfaction and corporate reputation. The advancement of digital applications has fundamentally enhanced organizations with the capabilities for real-time customer engagement, expedited service recovery, and the provision of tailored offerings. This development provides airlines with significant advantages in providing effective services to passengers. Easy access and instant solutions provided through digital channels such as mobile applications are a strategic element that strengthens corporate reputation by enhancing customer satisfaction and loyalty. This study investigates the effect of airlines' digital passenger communications on customer satisfaction and perceived service quality. Furthermore, it aims to elucidate the mediating role of corporate reputation in this relationship. The study employed the survey research method from quantitative research designs. Data collection was conducted with Turkish Airlines passengers traveling on domestic flights at Istanbul Airport between March 21-23, 2025. The research findings revealed that digital communication applications have meaningful and positive effects on customer satisfaction and service quality. On the other hand, it was determined that corporate reputation played a mediating role in these effects. This situation clearly demonstrates that, for airline companies, strategic digital communication applications not only create direct effects but can also produce indirect effects through corporate reputation, thus highlighting the importance of a holistic communication strategy.