Factors that impact on customer satisfaction in international air travel

Abstract

Since the September 11, 2001 terrorist attacks, the Iraq War, and the outbreak of SARS and the bird flu in the Far East and Canada, the air travel industry has been severely depressed. Moreover, "no-frills" airlines such as Pacific Blue and Freedom Air emerged with a value proposition that was radically different from the branding and service offers of the more conventional airlines, such as Singapore Airlines. The combination of three events poses competitive threats for many high-frills international airlines as they seek methods to satisfy their airlines. This study aims to better understand passengers' satisfaction levels and factors that impact on passengers' satisfaction in international air travel.

The findings of this study are based on the analysis of a sample of 428 respondents. The dimensionality of perceived service quality in international air travel was explored and seven dimensions were identified. These dimensions are timeliness, assurance, convenience, helpfulness, comfort, meals, and safety and security. The findings reveal that these seven dimensions are positively related to perceived service quality in international air travel, and of these dimensions, safety and security was determined to be the most important dimension, whereas timeliness was determined to be the least important dimension as perceived by airline passengers. In addition, the findings indicate that passengers' perception of international air travel service quality will differ according to passengers' age, gender, income, occupation and marital status. Moreover, the findings establish that service quality has a greater impact on customer satisfaction in international air travel than price. Finally, the findings show that high level of customer satisfaction is positively related to positive future behavioural intentions.

This study contributes to the service quality theory by identifying seven service quality dimensions in international air travel. This study also provides air transportation marketers and practitioners with an understanding of the areas of international air travel service quality and satisfaction theory after the 2001 terrorist attacks, Iraq War and disease epidemic. In addition, this study also provides a better understanding of how different socio-demographic characteristics affect the level of customer satisfaction in international air travel.