UTM

UNIVERSITI TEKNOLOGI MALAYSIA

A STUDY OF SERVICE QUALITY FROM THE PERSPECTIVE OF CUSTOMERS OF AIR ASIA, AT SULTAN ISMAIL INTERNATIONAL AIRPORT, JOHOR

By: Sangeetha a/p Balasubramaniam

CONTENTS
‡          Chapter 1 ± Introduction Background of the Study Problem Statement Research Questions Purpose of the Study Objective of the Study Scope of the Study Significance of the Study Limitation of the Study Conceptual Definition

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‡ Chapter 2 ± Literature Review 
Customer Satisfaction  Service Quality  Service Quality Models  Ten Service Quality Dimensions ‡ Chapter 3 ± Research Methodology  Research Design  Selection Instrumental  Collection of Data  Sampling  Data Analysis
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CHAPTER 1 INTRODUCTION 4 .

‡ Delivering each customer service quality component is as essential as the component itself ‡ Attributes important to one group may not be critical to another and it differs accordingly to the customer·s perception.Background of the Study ‡ Essential for the airline company to ensuring the delivery of high service quality ‡ The providers may not know what service features are important to passengers and may influence the level of service quality. 5 .

Problem Statement ‡ Competition between airline companies has been keen ‡ Passengers do make their decisions about airline based on the quality of service and facilities of an airline company ‡ low price alone is not enough for an airline company to compete in the airline market. 6 . ‡ SKYTRAX have officially ranked Air Asia as 3rd Ranking of Products and Service Quality ‡ reflect inconsistent standards of Staff Service/ Product delivery in either Onboard or Airport environments.

Research Questions ‡ What is the level of customer expectation towards the service quality provided by Air Asia? ‡ What is the level of customer satisfaction towards the service quality provided by Air Asia? ‡ Which is the attribute that influence customer satisfaction? 7 .

Objective of the Study ‡ To identify the level of customer expectation towards the service quality provided by Air Asia ‡ To identify the level of customer satisfaction towards the service quality provided by Air Asia ‡ To discover the attribute that influence customer satisfaction 8 .

Scope of the Study ‡ Air Asia airline at Sultan Ismail International ‡ ‡ ‡ Airport. Johor Bahru Domestic passengers of Air Asia Identified the level of service quality of Air Asia by using SERVQUAL model Measure customers¶ expectation of service quality and customers perception of service performance Identify the attribute that influence the customer satisfaction 9 ‡ .

Significance of the Study ‡ Helpful for airline strategic planning in mapping out the strategies in improving customer¶s service quality ‡ Enable to assist management knowledge in better understanding customer¶s perception regarding service quality ‡ Enhance the current knowledge of perceived service quality attributes in addressing the global competitive edge 10 .

argument and discussion are subjective ‡ Customer¶s habit and behavior changes according to their mood and situation 11 .Limitation of the Study ‡ Conducted only to Air Asia domestic passengers at Sultan Ismail International Airport. Johor ‡ Time frame to complete the study and the generalization of the study ‡ Reliability of the findings is subject to sincerity and truthfulness ‡ Social study.

CHAPTER 2 LITERATURE REVIEW 12 .

Customer Satisfaction ‡ Good customer satisfaction has an effect on the profitability and reputation of nearly every business ‡ Customers who perceive poor services will typically relate their dissatisfaction to between fifteen to twenty others ‡ Satisfied customers improve business and dissatisfied customers impair business ‡ Customer satisfaction is an asset that should be monitored and managed just like any physical asset 13 .

and the list can be un-exhaustive. reliability. security and safety. a brand. enduring evaluation of a concept or object.´ (Arnauld et al. such as a person. overall evaluation of a performance´. or a service.Service Quality ‡ Hoffman & Bateson (2001) defines service quality as an attitude ³formed by a long-term. 2002) ‡ service quality attributes applicable in the transportation industry and in particular the airline would be responsiveness. Attitude is defined as ³a consumer¶s overall. friendliness. 14 .

It is based on substantial research amongst a number of service providers. In common with the Gronroos model it shows the perception gap (Gap 5) and outlines contributory factors. 15 .Service Quality Models ‡ Gap Model This model offers an integrated view of the consumer-company relationship.

Service Quality Models 16 .

17 .Service Quality Models ‡Rater A complementary analysis of the perception gap is the RATER model also produced by Zeithaml (1990). RATER identifies the 5 key areas which together form the qualities of a service offering from a customer perspective.

personnel and communication materials 11% RATER dimensions sorted by relative importance (Zeithaml 1990) 18 . equipment.Service Quality Models Dimension Reliability Description Ability to perform the promised service dependably and accurately Relative importance 32% Responsiveness Willingness to help customers and provide prompt service Knowledge and courtesy of employees and their ability to convey trust and confidence 22% Assurance 19% Empathy Caring individualised attention the firm provides its customers 16% Tangibles Appearance of physical facilities.

Professor Noriaki Kano. The horizontal axis describes customer satisfaction that can move from "very dissatisfied" to "very satisfied".Service Quality Models ‡ Kano¶s Two Factor Model In 1984 the Japanese quality guru. ranging from "not available" to "high degree of availability". commonly known as "Kano's Curve³. and linear quality elements. The curve illustrates the difference between must-be. introduced a two-factor quality model. 19 . The vertical axis describes the existence or non-existence of a quality element. attractive.

Service Quality Models Kano¶s revised curve 20 .

Service Quality Models ‡ Gronroos Perceived Service Quality Model In Gronroos' Perceived Service Quality model. and consumer needs and learning. image. which is filtered through the image. expectations are a function of market communications. 21 . whereas experience is a product of a technical and functional quality. word of mouth.

Service Quality Models 22 .

Ten Service Quality Dimensions ‡ Parasuraman et al. (1986) concluded that regardless of the types of service. there are at least ten service quality dimensions in evaluating quality service. 23 . (SERVQUAL 1) ‡ Ten dimensions of the original service quality can be refined into five dimensions.

Ten Service Quality Dimensions Dimensions (original) Tangibles Reliability Competency Courtesy Creditability Security Communication Access Understanding the customer Responsiveness Dimensions (Revised) Tangibles Reliability Assurance Definitions Appearance of physical things Ability to perform the promised service The knowledge and courtesy of staff and employees in their ability to meet customer demand and needs The caring and individualized attention to customers Empathy Responsiveness Willingness to assist customers and give prompt services 24 .

CHAPTER 3 RESEARCH METHODOLOGY 25 .

Research Design ‡ ‡ ‡ ‡ ‡ Selection and design of survey instrument Data collection through field study Editing of data and coding Initial examining of the data for corrections Data entry into computer software/ processing ‡ Problems encountered during the field survey ‡ Validation of data 26 .

Price of ticket. 27 . Shortest direct flight. Convenient scheduling. Choice attribute (E.Selection Instrumental ‡ QUESTIONNAIRE i. Airline safety. Expected Quality and Perceived Quality are measured by passengers using the Likertscale as Strongly Disagree (=1) through Strongly Agree (=5) and taking the mean differences in order to measure the service gap. Demographic ii. etc) iii. Punctuality. Frequent flyer program. Gap Measurement Statements The statements are design such that the overall customer¶s expectation and perception can be measured by obtaining the gap.g. Quality of in-flight service.

.Expectations 28 .Condition (IF.Perception E .) P=E P>E P<E CS/DS Paradigm Zero Positive Negative Outcome Neutral Satisfaction Dissatisfaction CS/DS ± Customer Satisfaction/ Dissatisfactio P .

µSatisfied¶ (=4) and µVery Satisfied¶ (=5) labels. In this section the passengers are required to rate the overall service quality based on Likert system. In-flight Service Quality Attributes This part consists of in-flight service attributes in various areas. in-flight sales and cabin condition. µModerately Satisfied¶ (=3). 29 . with µVery Dissatisfied¶ with value of (=1). cabin food service. µDissatisfied¶ (=2).iv. such as amenities.

Service Quality .Good value for the money .Reliability .Economical .Responsiveness . Ten Service Quality Attributes .Credibility .Reputation .Overall service 30 .v.Competency .Courtesy .

Collection of Data ‡ Primary Data through questionnaire data collected from the domestic passengers random sampling format loaded into a sampling bag for dispatch on the respective domestic flights .completed survey forms will be collected through the normal channel after each flight 31 .the survey bags will be distribute by the flight supervisor on board the respective flight .

Collection of Data ‡ Secondary Data .books. 2003) . thesis and exploration through internet.taken from company¶s own literature and records of past performance and data from past market research previously carried by various agencies such as and other airline sources . 32 . journals.data that have already been collected for some purpose other than the problem at hand (Burns and Bush.

Sampling ‡ Random sampling method ‡ Probability sampling ± known in advance ‡ Sample size of survey only covers Air Asia domestic flight passengers travelling from Sultan Ismail International Airport. Senai (Johor) 33 .

Sampling AIRBUS 320 ± 186 seats 34 .

Data Analysis ‡ Statistical Package for Social Science (SPSS) version 14. Descriptive Statistic To identify the level of customer expectations and satisfaction towards the service quality provided by Air Asia Through the mean value - 35 .0 i.

helps us understand how the typical value of the dependent variable changes when any one of the independent variables is varied.Data Analysis ii.To determine the attribute that influence customer satisfaction 36 . while the other independent variables are held fixed . Multiple Regression .

will be utilized to study the various service quality attributes which relates to customer satisfaction level for Air Asia .flight service quality attributes will be reduced according to the acceptable factors so that it will be simple for interpretation 37 .Data Analysis iii. Factor Analysis .The basic assumption of factor analysis is that underlying factors in this study is the service quality attributes .

THANK YOU Q&A Section 38 .