This master thesis deals with the Middle East Airlines' service quality perceptions of their passengers. Three Middle East Airlines were selected and these are Emirates, Qatar, and Etihad Airways. To analyze the online reviews the research method of qualitative content analysis is used to find out the perceptions of the service.
Nowadays, due to technological development, travelers became more educated than ever before hence, it has an impact on their expectations and perceptions. On the other hand, this allows the researcher to analyze interesting data that are accessible at any time on the internet and to discover what is the gap between the airlines´ passengers' perceptions and expectations.
Hence, the following problem statement is developed:

How is the Middle East Airlines´ service quality perceived based on their passengers´ experience expressed through online reviews?

The main goal of this research is to provide new insight into how service quality is perceived by Middle East Airlines´ passengers. Moreover, the usage of online review websites, tourism, and marketing research will be enriched with many new themes and possibilities for further research.

Keywords: service quality, service quality perceptions, content analysis, online reviews