Airasia Service Quality Essay

Abstract

In the service industry, service quality plays a crucial part in determining customer satisfaction in order to win in the market. Customer satisfaction is important to generate customer retention in order to anticipate repeat purchases. This paper serves to measure the customers’ perception of the service quality of AirAsia and how it affects customer satisfaction. This research aimed to study the relationship between the factors; arrival services, onboard experience, gate management, AirAsia official website, check-in services and age and educational level in the AirAsia services. To test the hypothesis, data were collected using survey method in which 100 respondent data was collected using snowball sampling method from Facebook.

Service quality is equivalent to the differences between service provider’s performance expected by the customer and their evaluation of the service they obtained. Chang (2012) defined service quality as the ability of the organization to fulfill or surpass customer expectations. Service quality is very essential in satisfying a customer, so that the satisfied customer can aid the organization to promote its products and services to the people surrounding them with positive word-of-mouth. Tan (2001) claimed that customer satisfaction which follows a specific service encounter relies on pre-existing or contemporaneous attitudes regarding the dynamic framework’s service quality. Van der Wal et al. (2002) who is sharing the same perspective and point of view as Tan (2001) claimed that the service quality is the difference between what is given to the customers and what their expectation

The survey questionnaire consisted of fourteen sections of closed-ended questions which gives the person answering the question a scope to give the information that seems to them to be appropriate on the satisfaction level on the following aspects: call centre, sales office, airport facilities, check-in, gate management and departure, arrival, onboard experience and AirAsia X onboard experience, future purchase behaviour, and the likelihood of recommending the airline to others. Questionnaires were distributed to a sample of 115 respondents through the social networking site, Facebook. The sampling method used for this survey is the snowball sampling method which operates like chain referral. After observing the initial subject, the researcher asks for assistance from the subject to help identify people with a similar trait of interest and to pass the questionnaires over to be filled. The numerators were present by being online to explain the questions and to ensure that all questions were answered correctly. A total of 100 sets of usable questionnaires were successfully collected yielding a response rate of 87 percent. The respondents include 60 percent of male and 40 percent of female. The scaling technique used in the questionnaires is the Likert Scale in which the respondents indicate a degree of agreement or disagreement