An Empirical Study of Service Quality and Customer Satisfaction of Malaysian Air Passenger


The vast majority of Malaysian air passenger have competitive choices among airlines and different service options. Customer satisfaction is what guarantees the survival of airlines and it is achievable only by matching the passengers needs with the services. Assessment of service quality and its subsequent management is of utmost importance for them to be competitive and successful in this industry. Thus, the purpose of this study was set to determine the relationship between service quality (SERVQUAL) and customer satisfaction of Malaysian air passenger. An adopted SERVQUAL instrument including five service quality constructs: empathy, tangibles, responsiveness, reliability and assurance were employed to measure the passengers perceptions about the service quality of airlines. Data were collected from 187 respondents using convenience sampling. The outcome of multiple regression analysis showed that responsiveness, reliability and assurance have a positive significant impact on customer satisfaction. However, empathy and tangible variables recorded an insignificant relationship with customer satisfaction. Conclusion and recommendation were discussed.



Keywords: service quality, customer satisfaction, air passenger

[1] World Travel and Tourism Council (WTTC). (2017). Travel and Tourism: Global Economic Impact and Issues, 2017. Retrieved 14 July, 2018, from https://www.wttc. org/-/media/files/reports/economic-impact...2017/world2017.pdf

[2] Theedgemarketscom. (2017), Theedgemarketscom. Retrieved 14 July, 2018, from says-mahb

[3] Wang, R., Lin, Y. H., & Tseng, M. L. (2011). Evaluation of Customer Perceptions On Airline Service Quality in Uncertainty. Procedia-Social and Behavioral Sciences, vol. 25, pp. 419-437.

[4] Kalaiarasan, K., Appannan, S., & Doraisamy, B. (2015). A Study on Service Quality on
Customer Satisfaction in Low Cost Airline Industries. International Journal of Science, Environment and Technology, vol. 4, no. 4, pp. 1126-1138.

[5] Chen, Y. H., Tseng, M. L., & Lin, R. J. (2011). Evaluating The Customer Perceptions on In-Flight Service Quality. African Journal of Business Management, vol. 5, no. 7, pp. 2854-2864.

[6] Szczepańska, K., & Gawron, P. (2011). Loyalty Programs Effectiveness. Foundations of Management, vol. 3, no.2, pp. 89-102.

[7] Zekiri, J. (2011). Applying Servqual Model And Factor Analysis in Assessing Customer
Satisfaction with Service Quality: The Case of Mobile Telecommunications in Macedonia. International Bulletin of Business Administration, vol.11, pp. 86-101.

[8] Grönroos, C. (1982). An Applied Service Marketing Theory. European Journal of Marketing, vol. 16, no.7, pp. 30-41.

[9] Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985). A Conceptual Model of Service Quality And Its Implications For Future Research. The Journal of Marketing, pp. 41-50.

[10] Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). SERVQUAL: A MultipleItem Scale for Measuring Consumer Perceptions of Service Quality. Journal of Retailing, vol. 64, no. 1, pp. 12.

[11] Ali, F., Khan, A. S., & Rehman, F. A. M. S. (2012). An Assessment of The Service Quality Using Gap Analysis: A Study Conducted at Chitral, Pakistan. Interdisciplinary Journal Of Contemporary Research In Business, vol. 4, no. 3, pp. 259-266.

[12] Rust, R. T., & Verhoef, P. C. (2005). Optimizing The Marketing Interventions Mix in Intermediate-Term CRM. Marketing Science, vol. 24, no. 3, 477-489.

[13] Oliver, R. L. (1994). Conceptual Issues in The Structural Analysis of Consumption Emotion, Satisfaction, and Quality: Evidence in a Service Setting. Advances in Consumer Research, Vol. 21, pp. 16-22.

[14] Gourdin, K. N. (1988). Bringing Quality Back to Commercial Air Travel. Transportation Journal, pp. 23-29.