Measuring Service Quality and Customer Satisfaction (The Case of Qatar Airways)
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Date
2015-05
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Addis Ababa University
Abstract
In service production and consumption age surviving in the industry, reaping profit and retaining customers needs a continual gauge of service quality measuring in alignment with customer satisfaction. The study was aimed to measure service quality and customer satisfaction in the case of Qatar airways. A famous service quality measurement tool-SERVQUAL model was used with an additional element of technical in addition to the five constructs. A quantitative method of study, using a descriptive approach was carried out via investigating a gap analysis between the customer perception and customer expectation in the airline industry. In doing so anon probabilisticconvenience sampling method were used in order to distribute questionnaire to 384 respondents across the main service centers, Qatar air ways head quarter and privately owned outlets. 355 workable questionnaires with a response rate of 92.21% were run into SPSS 21 version. Both descriptive and inferential statistics correlation analysis, paired t-test and regression analysis were employed.The findings revealed that servqual dimensions were positively correlated each other and all positively affected the overall customer satisfaction level. In addition, the customers were above slight satisfaction level with regard to the service quality offered by Qatar Airways. The Empathy dimension is found to have a significant impact in creating customer satisfaction among servqual dimensions followed by assurance. In line with the demographic data showed that economy class overweight business in terms of numbers, visiting friends and relatives as well making business were the two main purposes flying where Africa is a dominant continent where flight destination is found. The youth and adult age group found to be the main customers of Qatar Airways while the male and female gender mix is proportional with slight more number of males than their counter parts. Thus, Qatar Airways management should deploy more resources in order to maintain the existing level of service quality and still deliver delight by devising new marketing strategies by participating customer like facing customer complaints, safety procedures related with valence
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Keywords
Service Quality, Customer Satisfaction, Tangibility