Uncovering the asymmetric effects of airline service attributes on passenger satisfaction: Evidence from Pegasus Airlines in Turkey

Service quality is a critical determinant of competitive advantage in the airline industry, underscoring the need to identify which specific service attributes most significantly affect passenger satisfaction. This study employs Asymmetric Impact Performance Analysis (AIPA) on 7216 TripAdvisor reviews of Pegasus Airlines to prioritise service attributes that warrant improvement. Findings indicate that seat comfort and food & beverage services are the most pressing areas requiring managerial attention. Additionally, the evaluations of airline service attributes differed notably between domestic and international flight passengers. By introducing an asymmetric analytical perspective to airline service assessment, this study enriches the existing literature and provides actionable insights for airline managers seeking to allocate limited resources more effectively and enhance customer satisfaction and flight appeal. • Pegasus Airlines' service attributes were prioritised using a data-driven method. • AIPA revealed a nonlinear relationship between service quality and passenger satisfaction. • Data were collected from TripAdvisor reviews prior to May 2024. • Seat comfort and food & beverage were the most critical improvement areas. • Domestic and international passengers differed in service attribute evaluations.