The Effect of Royal Jordanian Airline Service Quality on Passengers' Satisfaction

By Jahmani, Ashraf | International Journal of Business and Society, January 1, 2017 | Go to article overview

The Effect of Royal Jordanian Airline Service Quality on Passengers' Satisfaction


Jahmani, Ashraf, International Journal of Business and Society


1.INTRODUCTION

Royal Jordanian airline (RJ) was established on 1963 as Jordan's national carrier and joined the oneworld alliance in 2007. RJ provides scheduled air transportation of passengers and other services within Jordan and abroad. The operations and flights take off from Queen Alia International Airport in Amman for over of 56 destinations in 40 countries throughout the Middle East to Europe, Asia, Africa and North America. It offers crown class (Business) and economy class on all flight and also provides aircraft ground handling services (RJ, 2016).

Airline industry is an important contributor towards economic development. It has not only increased world trade activity by enabling faster and easier movement of passengers and tourists, but has also improves quality of life by broadening people's leisure and tourism purposes grew strongly worldwide. Scheduled airlines carried more than 2.5 billion passengers last year and 40% of international tourists now travel by air. According to the IATA's (the International Air Transport Association) air travel has grown by 8% per year. In the tourism market, the availability of large aircraft such as the Airbus 380 made it convenient and affordable for people to travel further to new destinations.

In the airline industry, service quality is a great competitive advantage for airlines profitability. Passengers are the most important factor in this industry, because airlines depend on their passengers therefore, companies have to understand the passengers need and want to deliver great experiences and high quality service (Kim and Lee, 2011). Understand the passengers' determinants affecting to achieve the highest level of satisfaction. Further that a higher service quality can lead to a passengers satisfaction, and then to positive behavioral intention. Increasing passenger retention is a major key to the ability of a service provider to generate profits. Zeithaml et al (1996) focused on service quality as a highly needed for the airlines to improve their market share and enhance their performance (Dutt and Khan, 2005). Generally, the goal of airlines is to develop services that attract passengers and keep them satisfied to reflecting their positive experience to others. According to Hu et al (2009) the excellent service quality can increase levels of customer satisfaction, that lead to customer retention and encourage recommendations that helps the airlines to differentiate airline image from other competitors which will result in retaining existing passengers and enticing passengers from other airlines (Gures et al, 2014). Ghotbabadi et al (2015) argued that the customers who are satisfied tell others about their experiences and this increases advertising. In this way, airline industry increases the potential customers. According to Ostrowski et al (1993) marketing became an important to delivery of high quality service among airlines as result of competitive pressure. Brady et al (2009) conferring that he decide delivering high quality service to passengers is important for airline to survive and strengthen their competitiveness. So that proving high quality service by airline to differentiate itself from competitors is essential. Airline passengers tend to be loyal to particular airlines due to the traits of service (Ganiyu, 2016). Even passengers who are not satisfied with service quality can keep on using a particular airline rather than switching to other airlines (Gures et al, 2014) (Ganiyu, 2017) .Passenger satisfaction in airline industry has become critically important. Consequently, research related to service quality and customer satisfaction in the airline industry has been growing significantly (Siam et al, 2006).

Service quality is one of the most attractive areas for researchers in airline industry (Masarrat et al, 2014). However, this study will investigate the service quality dimensions that affect the passengers' satisfaction in Royal Jordanian airline to improve the service level. …

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