Impact of Service Quality on Customer Satisfaction in the Aviation Industry: The Case of Ethiopian Airlines
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Date
2016-06
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Addis Ababa University
Abstract
Globalization and stiff competition have changed the landscape of doing business. Decrease in customer loyalty and increase in customer expectations have challenged businesses to come up with unique methods of enhancing their quality of service. The same is true for airlines industry too. As a result, many airlines have transformed their marketing strategies, especially with regard to service quality, in order to compete efficiently in the global market. The marketing literature has introduced models of service quality, e.g.: SERVQUAL and AIRQUAL to help organizations measure and enhance customer experiences. This research has adopted the items from the previous literature to assess impact of service quality on customer satisfaction in Ethiopian Airlines. Survey method was employed using primary data obtained through the use of questionnaires. 270 questionnaires were administered by the researcher through convenience sampling to air travelers using Ethiopian Airlines at Addis Ababa bole international airport. The questionnaires were analyzed using descriptive statistics, T-test, one way ANOVA and regression with the support of SPSS2.0. The study revealed that frequency of flying, airline tangible, personnel, empathy and image have significant influence on customer satisfaction and majorly or 71.68% of Ethiopian customers are satisfied with the services of Ethiopian airlines.
However, terminal tangible has not been found significant in this study. This study may indicate that customers who used frequently the airline service have a higher tendency of being loyal and hence satisfied with the services of the airline.
Key words: Service quality, customer satisfaction
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Service quality, customer satisfaction