Özet:

Researchers assume that there is a linear relationship between product attributes’ performance and customer satisfaction. However, recent studies indicated that this relationship could not be linear. In this study, the relationship between website service quality belong to a national airline company and customer satisfaction was investigated by using these two approaches. Based on the exploratory factor analysis, “convenience and response time”, “entertainment”, “trust”, and “special communication” were identified as the dimensions of website service quality. The results of regression analysis revealed that “convenience and response time” was the most important determinant of customer satisfaction. However, four service quality dimensions were identified as the basic factor by penalty-reward contrast analysis. In other words, results revealed that increasing the performance of these attributes only prevent from customer dissatisfaction.

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