Assessing the Effect of Service Quality on Customer Satisfaction
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Date
2021-04
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A.A.U
Abstract
In this highly competitive aviation market, airport management are demanded to find ways to
attract new customers, retain existing customers, and pursue customers’ loyalty. The quality of
the service which has to be delivered to the customers has been considered as a critical factor
for the success of the service providers by a reason of its close connection to customer
satisfaction. This paper aimed to assess the effects of service quality of the Addis Ababa
International Airport passengers and identify what dimensions they have to prioritize to attain
customer satisfaction. SERVPERF model was employed to achieve the objective, considering
five service quality dimensions, namely; tangibility, assurance, responsiveness, empathy &
reliability). Both descriptive and inferential statistics applied to investigate research problems,
objectives, and questions. Besides, the paper employed both primary and secondary data. The
study adopted a structured questionnaire to collect the primary data using a simple random
sampling technique. For this study, three hundred and eighty-four (384) questionnaires were
distributed to passengers in AABIA and three hundred and seventy-two (372) valid questionnaires
used for data analysis and reporting. According to the findings of the study, all the five service
quality dimensions have shown a positively significant effect on customer satisfaction. The
findings of the study reveal that reliability and tangibility attributes need improvement as compared
to other service quality dimensions. The overall level of service quality delivered in AABIA had
not satisfied respondents of the survey.
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Keywords
passengers’ satisfaction, service quality