Service Quality with Satisfaction and Loyalty in the Airline Industry

Service Quality with Satisfaction and Loyalty in the Airline Industry

In a fiercely competitive air travel marketplace, many airlines today focus on delivering quality services with the aim of achieving competitive advantage. While there are many studies investigating service delivery more generally, few have focused on service delivery in the airline industry in particular, and fewer still on airline service provision in the emerging air travel markets of Asia. The aim of this study was to assess service quality in the airline industry with a focus on a major international airline in the Asian region. A total of 181 questionnaires were completed by passengers who had travelled with the airline during a 12-month period. The findings highlight that the quality of service provided has a positive impact on both customer satisfaction levels and behavioural intentions. The study provides valuable implications for the airline industry given the severe competition characterising air travel in the early 21st century.