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Customer Satisfaction in The Airline Industry

Asia Tourism Forum Conference, May 2012
Proceeding from JBPTPPOLBAN / 2018-01-09 07:49:03
Oleh : Dwi Suhartanto; Any Ariani Noor (
Dibuat : 2018-01-09, dengan 1 file

Keyword : Customer satisfaction, service quality, price, airline

In service industry, service quality and price have an important role in influencing customer satisfaction. This paper serves to add the knowledge by improving the understanding of how service quality and price affect customer satisfaction in full service airlines and low cost airlines. To test the hypothesis, data were collected using cross-sectional approach from consumers of both full service low cost airlines. Using self-administered questionnaires, 400 respondent data (200 data from each airline) was collected using incidental sampling method from Jakarta and Bandung. The results of data analysis show that, in overall, full service airline customers are more satisfied than that of the low cost airline customers. Further, regression analysis on low cost airline data shows that the promptness and accuracy of service, employee attitudes, and price significantly influence customer satisfaction. While in full service airline physical evidence, the attitude of employees, and the price are significant predictors of customer satisfaction. This study underlines that the service quality especially the service employees' attitudes and price are factors that should be given more attention for developing customer satisfaction in both types of airlines, although their competitive strategy and target market are different.

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