Academic journal article Asian Social Science

Measuring the Malindo Airline Passenger's Satisfaction

Academic journal article Asian Social Science

Measuring the Malindo Airline Passenger's Satisfaction

Article excerpt

Abstract

Quality of service has become a tool to improve the passenger's value that lead to their satisfaction level and retains loyalty. This study conducted in evaluating the Malindo Airline passenger's satisfaction of Low Cost Carrier (LCC) in Malaysia. The purpose of this research is to evaluate the level of quality of service provided by Malindo Airline. In addition, the aim of this study is to identify the impact of quality of service and Malindo Airline passenger's satisfaction. The sample for this research is the passenger's of Malindo Airline in Kuala Lumpur. Convenience sampling was used in this study. Questionnaires have been distributed to 200 respondents in Subang Jaya Airport and KLIA 2. SPSS version 18.0 was used to analyse the data collected. Descriptive analysis, Pearson correlation, multiple regression, model are used to test on the impact of quality of service on Malindo Airline passenger's satisfaction. The results showed that there is a positive correlation between quality of service and Malindo Airline passenger's satisfaction among passenger's of Malindo Airline.

Keywords: quality of service, Malindo Airline passenger's satisfaction, SERVQUAL

1. Introduction

Nowadays, airplanes have become an important transportation in our life. The presence of airplane helps to save the time and shorter the distance to travel from one place to another. Airline industry made up of two types of operation which are Full Cost Carriers and Low Cost Carriers.

The main advantage of low cost carrier to the passenger's would be the low price offered. According to Kotler P. (2010), pricing decisions are vital for the marketing organisation and the courtesy of marketer to the price is as important as the courtesy of marketer given to the marketing activities. Therefore, MALINDO airline could have pricing competitive advantage compared to the full cost carrier (FCC) as it provides a lower price than FCC.

Better quality of service is necessary for MALINDO Airline Company to satisfy their passengers to retain competitive. Malindo Airline passenger's satisfaction refers to customer's perception that measure the services they expected to receive and the actual services they received (Kotler & Armstrong, 1999). A satisfied customer will create positive word of mouth of the airline company. MALINDO airline as a LCC, they provided personal TV for in-flight entertainment and comfortable legroom in the plane which will be a competitive advantage for the company. Therefore, understanding passengers' needs and delivering high quality services will resulted in the Malindo Airline passenger's satisfaction and retain the customer's loyalty.

As a latest Low Cost Carrier (LCC) in Malaysia, Malindo airline have to face a few of competitors that have been operated in Malaysia earlier. Other than Malindo airline, there are other LCC in Malaysia which are AirAsia as the main competitor and Firefly. The market has become competitive as the LCC using the low pricing method to attract their target customer.

Aside from the low price that offered by the LCC, quality of service is a factor that determine the customer preference in choosing airline's company for their flight. Passengers often choose the airline based on their past experience with the flight, whether they were satisfied or dissatisfied with the services provided by the airline.

The main objective of this research is to examine the relationship between quality of service and Malindo Airline passenger's satisfaction. To achieve the research objective, this paper focused on the following research questions: RQ1: What is the relationship between tangible and Malindo Airline passenger's satisfaction? RQ2: What is the relationship between reliability and Malindo Airline passenger's satisfaction? RQ3: What is the relationship between responsiveness and Malindo Airline passenger's satisfaction? RQ4: What is the relationship between assurance and Malindo Airline passenger's satisfaction? …

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