The Influence of Service Quality Towards Customer Satisfaction in Air Asia’s Low Cost Airline Services

Abstract

This study examines the relationship between airlines service quality and customer satisfaction among Air Asia air passengers in Indonesia. The study applied quantitative approach through a cross–sectional survey using a questionnaire. The questionnaire was designed based on a modified SERVQUAL model containing five service quality dimensions tangibles, reliability, responsiveness, assurance, and emphaty. A five-point likert scale was used with following options; much better than expected, better than expected, just as expected, worse than expected and much worse than expected, with five different scores assigned in descending order from 5 to 1 respectively A sample of 160 respondents was selected using purposive sampling techniques. The findings reveal that there is no significant relationship between reliability and customer satisfaction among Air Asia airlines in Indonesia. However, the study established that there is a significant relationship between the four service quality attributes (tangibles, responsiveness, assurance, and emphaty) and customer satisfaction. Consequently, it is recommended that Air Asia airlines should introduce continuous training on good customer relations, remaining responsive and proactive while maintaining safety and well-being of the passengers. The study also suggests that airlines should consider forming strategic flight alliance Air Asia in order to provide for flights availability and adequate market coverage in an attempt to enhance service reliability.