CUSTOMER SATISFACTION WITH AIR TRANSPORT

Abstract

This research investigates factors that affect customer satisfaction in two Asian airlines.  Levant and EAX.  Three factor-types were chosen: logistics, marketing, and behavioral intention.  Logistics factors included flight schedule and waiting time.  Marketing factors included in-flight service quality, price and promotions, and brand image.  The relationship between customer satisfaction and behavioral intention of the airline customers was examined.  Finally, differences between the responses of customers of the two airlines were compared.

Quantitative methodology was applied to data from questionnaire responses from 200 Levant Airway’s customers and 200 EAX Airway’s customers.  Data testing used descriptive and inferential statistic tools.  Regression and independent T-test analysis were used as inferential tests.  The result showed that for passengers of both airlines there was a relationship between in-flight service quality and customer satisfaction.  However, only passengers of EAX Airways showed a relationship with satisfaction by price and promotion, and brand image and service quality.  This suggests that in-flight service quality is usually a factor in customer satisfaction.  The result also showed that customer satisfaction does lead to positive behavioral intentions to use an airline again.  In all seven variables tested, passengers of Levant Airways had a significantly higher mean than passengers of EAX Airways.