Relationship between perceived service quality, customer satisfaction and behaviour intention in airline industry

Service quality has become prime part of all highly developed organization’s strategic plan. Higher attention on service quality has resulted in increasing profit of an organization. Airline services has possesses all the features of service industry such as tangible, reliability, responsiveness, as...

Full description

Saved in:

Bibliographic Details
Main Author:	Balasubramaniam, Sangeetha
Format:	Thesis
Language:	English
Published:	2010
Subjects:	H Social Sciences (General)
Online Access:	http://eprints.utm.my/id/eprint/40667/5/SangeethaBalasubramaniamMFPPSM2010.pdf
Tags:	Add Tag No Tags, Be the first to tag this record!

id	my-utm-ep.40667
record_format	uketd_dc
spelling	my-utm-ep.406672017-09-20T06:58:45Z Relationship between perceived service quality, customer satisfaction and behaviour intention in airline industry 2010-10 Balasubramaniam, Sangeetha H Social Sciences (General) Service quality has become prime part of all highly developed organization’s strategic plan. Higher attention on service quality has resulted in increasing profit of an organization. Airline services has possesses all the features of service industry such as tangible, reliability, responsiveness, assurance and empathy. This study was to examine the relationship between perceived service quality, customer satisfaction and behavioural intentions in airline industry. The objective of this study were to examine the relationship between perceived service quality and customer satisfaction, to examine the relationship between perceived service quality and customer’s behavioural intentions, to determine the relationship between customer satisfaction and customer’s behavioural intentions and finally to determine whether customer satisfaction mediates the relationship between perceived service quality and customer behavioural intentions. . Demographic factors which were gender, age, income and frequency of flying used as moderators to test the relationship between the variables. This research conducted on the domestic Air Asia passengers at Sultan Ismail International Airport (Senai, Johor). 200 questionnaires were distributed to the passengers at the boarding area and 163 questionnaires collected successfully. Using the modified SERVPERF as a measure, this study asked the passengers to complete a service quality survey to express their perception on the services and also their satisfaction and intentions towards the services perceived from Air Asia. Therefore, the passengers perceived service quality and customer satisfaction in airline industry can be measured. A sample of 30 questionnaires was used to conduct a pilot study which revealed a statistically significant relationship using Cronbach’s coefficient alpha. The finding shows high reliability to all items in the modified questionnaires. Pearson Correlation analysis pointed that service quality and customer satisfaction had a direct positive effect on customer’s behaviour intentions. Multiple Regressions indicates the significant level of the independent variables with dependent and intervening variable. Hierarchical Regression Model highlighted customer satisfaction as a significant mediator of behavioural intentions. Possible interpretations, limitations, and implications for marketing specialized are conversed. 2010-10 Thesis http://eprints.utm.my/id/eprint/40667/ http://eprints.utm.my/id/eprint/40667/5/SangeethaBalasubramaniamMFPPSM2010.pdf application/pdf en public masters Universiti Teknologi Malaysia, Faculty of Management and Human Resource Development Faculty of Management and Human Resource Development
institution	Universiti Teknologi Malaysia
collection	UTM Institutional Repository
language	English
topic	H Social Sciences (General)
spellingShingle	H Social Sciences (General) Balasubramaniam, Sangeetha Relationship between perceived service quality, customer satisfaction and behaviour intention in airline industry
description	Service quality has become prime part of all highly developed organization’s strategic plan. Higher attention on service quality has resulted in increasing profit of an organization. Airline services has possesses all the features of service industry such as tangible, reliability, responsiveness, assurance and empathy. This study was to examine the relationship between perceived service quality, customer satisfaction and behavioural intentions in airline industry. The objective of this study were to examine the relationship between perceived service quality and customer satisfaction, to examine the relationship between perceived service quality and customer’s behavioural intentions, to determine the relationship between customer satisfaction and customer’s behavioural intentions and finally to determine whether customer satisfaction mediates the relationship between perceived service quality and customer behavioural intentions. . Demographic factors which were gender, age, income and frequency of flying used as moderators to test the relationship between the variables. This research conducted on the domestic Air Asia passengers at Sultan Ismail International Airport (Senai, Johor). 200 questionnaires were distributed to the passengers at the boarding area and 163 questionnaires collected successfully. Using the modified SERVPERF as a measure, this study asked the passengers to complete a service quality survey to express their perception on the services and also their satisfaction and intentions towards the services perceived from Air Asia. Therefore, the passengers perceived service quality and customer satisfaction in airline industry can be measured. A sample of 30 questionnaires was used to conduct a pilot study which revealed a statistically significant relationship using Cronbach’s coefficient alpha. The finding shows high reliability to all items in the modified questionnaires. Pearson Correlation analysis pointed that service quality and customer satisfaction had a direct positive effect on customer’s behaviour intentions. Multiple Regressions indicates the significant level of the independent variables with dependent and intervening variable. Hierarchical Regression Model highlighted customer satisfaction as a significant mediator of behavioural intentions. Possible interpretations, limitations, and implications for marketing specialized are conversed.
format	Thesis
qualification_level	Master's degree
author	Balasubramaniam, Sangeetha
author_facet	Balasubramaniam, Sangeetha
author_sort	Balasubramaniam, Sangeetha
title	Relationship between perceived service quality, customer satisfaction and behaviour intention in airline industry
title_short	Relationship between perceived service quality, customer satisfaction and behaviour intention in airline industry
title_full	Relationship between perceived service quality, customer satisfaction and behaviour intention in airline industry
title_fullStr	Relationship between perceived service quality, customer satisfaction and behaviour intention in airline industry
title_full_unstemmed	Relationship between perceived service quality, customer satisfaction and behaviour intention in airline industry
title_sort	relationship between perceived service quality, customer satisfaction and behaviour intention in airline industry
granting_institution	Universiti Teknologi Malaysia, Faculty of Management and Human Resource Development
granting_department	Faculty of Management and Human Resource Development
publishDate	2010
url	http://eprints.utm.my/id/eprint/40667/5/SangeethaBalasubramaniamMFPPSM2010.pdf
_version_	1747816569910591488

Relationship between perceived service quality, customer satisfaction and behaviour intention in airline industry

Similar Items