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

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 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.
• 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.
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 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.
• 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.
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 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?

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 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

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 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

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 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
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 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- argument and discussion are
subjective
• Customer’s habit and behavior changes
according to their mood and situation
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 CHAPTER 2

LITERATURE REVIEW

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

• Gap Model
This model offers an integrated view of the
consumer-company relationship. 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.

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Service Quality Models

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 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.

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Service Quality Models
Dimension Description Relative importance

Reliability Ability to perform the promised service dependably 32%

and accurately

Responsiveness Willingness to help customers and provide prompt 22%

service

Assurance Knowledge and courtesy of employees and their 19%

ability to convey trust and confidence

Empathy Caring individualised attention the firm provides its 16%

customers

Tangibles Appearance of physical facilities, equipment, 11%

personnel and communication materials

RATER dimensions sorted by relative

importance (Zeithaml 1990)

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 Service Quality Models

• Kano’s Two Factor Model

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

Kano’s revised curve

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

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Service Quality Models

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 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. (SERVQUAL 1)

• Ten dimensions of the original service quality can

be refined into five dimensions.

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 Ten Service Quality Dimensions
Dimensions (original) Dimensions Definitions
(Revised)
Tangibles Tangibles Appearance of physical things
Reliability Reliability Ability to perform the promised
service
Competency Assurance The knowledge and courtesy
Courtesy of staff and employees in their
Creditability ability to meet customer
Security demand and needs

Communication Empathy The caring and individualized

Access attention to customers
Understanding the
customer

Responsiveness Responsiveness Willingness to assist

customers and give prompt
services
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 CHAPTER 3

RESEARCH METHODOLOGY

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 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

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

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Condition (IF..) CS/DS Outcome
Paradigm
P=E Zero Neutral
P>E Positive Satisfaction
P<E Negative Dissatisfaction

CS/DS – Customer Satisfaction/ Dissatisfactio

P - Perception
E - Expectations

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

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

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 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
- the survey bags will be distribute by the flight
supervisor on board the respective flight
- completed survey forms will be collected through
the normal channel after each flight

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 Collection of Data

• Secondary Data
- data that have already been collected for some
purpose other than the problem at hand (Burns
and Bush, 2003)
- 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
- books, journals, thesis and exploration through
internet.

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 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)

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 Sampling

AIRBUS 320 – 186 seats

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 Data Analysis
• Statistical Package for Social Science (SPSS)
version 14.0

i. Descriptive Statistic
- To identify the level of customer expectations
and satisfaction towards the service quality
provided by Air Asia
- Through the mean value

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 Data Analysis

ii. Multiple Regression

- helps us understand how the typical value of
the dependent variable changes when any one
of the independent variables is varied, while
the other independent variables are held fixed
- To determine the attribute that influence
customer satisfaction

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

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THANK YOU

Q&A
Section

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