The influence of service quality towards customer satisfaction with low-cost airlines in Malaysia.

Abstract

The purpose of this research is to examine the influence of service quality towards customer satisfaction with low-cost airlines in Malaysia. This study examines the effect of the five service quality factors, tangibility, reliability, responsiveness, assurance and empathy, on customer satisfaction. It further discusses the relationship of tangibility, reliability, responsiveness, assurance and empathy towards customer satisfaction. A sample of 109 respondents who had flight experiences with low-cost airlines was examined using the Statistical Package for Social Sciences. This study used descriptive statistics and multiple regressions to analyze the effects among the variables. The researcher discovered that only assurance and empathy have a significant positive relationship towards customer satisfaction. The other three factors; tangibility, reliability and responsiveness have no significant relationship towards customer satisfaction. This research contributes to the literature on customer satisfaction and service quality, comprehensively in the dimension of service quality which is tangibility, reliability, responsiveness, assurance and empathy of the respondents in the low-cost airline industry. Therefore, the research is valuable for the education sector, educators, airline industry management and future researchers.