Travellers’ Perception towards Airline Industry in India
Abstract
Purpose - The purpose of this study is to examine the factors influencing the perception of air travellers. The study identified three important dimensions namely customer’s expectations, service quality and past experience as an independent variable and customer perception as the dependent variable. Design/methodology/approach – The primary data was collected using a questionnaire to determine the customer’s perception towards airline services. A sample population size of 300 participants who have previously travelled in a flight has been considered for this study. SPSS statistical software has been used for analysing the relationship between the independent variable and the dependent variables. Findings - The study illuminates the differences in perception emphasizing on the various factors that have an influence on their choice. The findings based on the research states that factors such as airport services, reservation and ticketing, inflight services, intangibles and the various dimensions of service quality such as tangibility, reliability, responsiveness, assurance and empathy and customers past experiences have a significant influence on the customer’s perception. Originality of the research – The research paper explains the relationship between customer’s perception and the three important dimensions. In order to improve the perception of customers, the supported hypotheses should be focused on.
References
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[22] Prayag, G. 2007. Assessing international tourists' perceptions of service quality at Air Mauritius. International Journal of Quality & Reliability Management, 24(5): 492-514. DOI:https://doi.org/10.1108/02656710710748367
[23] Proussaloglou, K., and Koppelman, F.S. 1999. The choice of an air carrier, flight, and fare class. Journal of Air Transport Management, 5(4): 193-201. DOI:https://doi.org/10.1016/S0969-6997(99)00013-7
[24] Rezaei, J., Kothadiya, O., Tavasszy, L., and Kroesen, M. 2018. Quality assessment of airline baggage handling systems using SERVQUAL and BWM. Tourism Management, 66: 85-93. DOI:https://doi.org/10.1016/j.tourman.2017.11.009
[25] Sai, B.T., Ekiz, E.H., and Kamarulzaman, Y. 2012. Factors determining choice of full service airlines and low cost carriers: The case of Malaysia. Asia-Pacific Journal of Innovation in Hospitality and Tourism, 1(2): 179-194.
[26] Singh, A.K. 2016. Competitive service quality benchmarking in airline industry using AHP. Benchmarking an International Journal, 23(4): 768-791. DOI:https://doi.org/10.1108/BIJ-05-2013-0061
[27] Sokolovskyy, A. 2012. Analyzing factors impacting students choice between low-cost and full-fare airlines. Master's thesis, University of Agder. Available at: https://core.ac.uk/download/pdf/52058045.pdf
[28] Tiernan, S., Rhoades, D.L., and Waguespack Jr., B. 2008. Airline service quality: Exploratory analysis of consumer perceptions and operational performance in the USA and EU. Managing Service Quality an International Journal, 18(3): 212-224. DOI:https://doi.org/10.1108/09604520810871847
[29] Wang, Y., Po Lo, H., Chi, R., and Yang, Y. 2004. An integrated framework for customer value and customer-relationship-management performance: A customer-based perspective from China. Managing Service Quality an International Journal, 14(2/3): 169-182. DOI:https://doi.org/10.1108/09604520410528590
[2] Antonio, L., Beria, P., Laurino, A., and Postorino, N.M. 2017. Low-cost carriers and airports: A complex relationship. The Economics of Airport Operations, Emerald Publishing Limited, 361-386 pp. DOI:https://doi.org/10.1108/S2212-160920170000006014
[3] Aydin, K., and Yildirim, S. 2012. The measurement of service quality with servqual for different domestic airline firms in Turkey. Serbian Journal of Management, 7(2): 219-230. DOI:https://doi.org/10.5937/sjm7-1317
[4] Bowden, J. 2009. Customer engagement: A framework for assessing customer-brand relationships: The case of the restaurant industry. Journal of Hospitality Marketing & Management, 18(6): 574-596. DOI:https://doi.org/10.1080/19368620903024983
[5] Chua Chow, C., and Luk, P. 2005. A strategic service quality approach using analytic hierarchy process. Managing Service Quality, an International Journal, 15(3): 278-289. DOI:https://doi.org/10.1108/09604520510597827
[6] Faizan, A., Lal Dey, B., Filieri, R. 2015. An assessment of service quality and resulting customer satisfaction in Pakistan International Airlines: Findings from foreigners and overseas Pakistani customers. International Journal of Quality & Reliability Management, 32 (5): 486-502. DOI:https://doi.org/10.1108/IJQRM-07-2013-0110
[7] Forgas, S., Moliner, M. A., Sánchez, J., and Palau, R. 2010. Antecedents of airline passenger loyalty: Low-cost versus traditional airlines. Journal of Air Transport Management, 16(4): 229-233. DOI:https://doi.org/10.1016/j.jairtraman.2010.01.001
[8] George, Z.S. 2011. Factors influencing consumer preferences while choosing between budget airlines. SSRN 1951792. DOI:https://doi.org/10.2139/ssrn.1951792
[9] Gilbert, D., and Wong, R.K. 2003. Passenger expectations and airline services: A Hong Kong based study. Tourism Management, 24(5): 519-532. DOI:https://doi.org/10.1016/S0261-5177(03)00002-5
[10] Hapsari, R., Clemes, M.D., and Dean, D. 2017. The impact of service quality, customer engagement and selected marketing constructs on airline passenger loyalty, International Journal of Quality and Service Sciences, 9(1): 21-40. DOI:https://doi.org/10.1108/IJQSS-07-2016-0048
[11] Hess, S., Adler, T., and Polak, J.W. 2007. Modelling airport and airline choice behaviour with the use of stated preference survey data. Transportation Research Part E. Logistics and Transportation Review, 43(3): 221-233. DOI:https://doi.org/10.1016/j.tre.2006.10.002
[12] Hess, S., and Polak, J.W. 2006. Airport, airline and access mode choice in the San Francisco Bay area. Papers in Regional Science, 85(4): 543-567. DOI:https://doi.org/10.1111/j.1435-5957.2006.00097.x
[13] Hussain, R. 2016. The mediating role of customer satisfaction: Evidence from the airline industry. Asia Pacific Journal of Marketing and Logistics, 28(2): 234-255. DOI:https://doi.org/10.1108/APJML-01-2015-0001
[14] Johnston, R. 1995. The determinants of service quality: Satisfiers and dissatisfiers. International Journal of Service Industry Management, 6(5): 53-71. DOI:https://doi.org/10.1108/09564239510101536
[15] Mayr, T., and Zins, A.H. 2012. Extensions on the conceptualization of customer perceived value: Insights from the airline industry. International Journal of Culture, Tourism and Hospitality Research, 6(4): 356-376. DOI:https://doi.org/10.1108/17506181211265086
[16] Namukasa, J. 2013. The influence of airline service quality on passenger satisfaction and loyalty: The case of Uganda airline industry. The TQM Journal, 25(5): 520-532. DOI:https://doi.org/10.1108/TQM-11-2012-0092
[17] Nejati, M., Nejati, M., and Shafaei, A. 2009. Ranking airlines' service quality factors using a fuzzy approach: A study of Iranian society. International Journal of Quality & Reliability Management, 26(3): 247-260. DOI:https://doi.org/10.1108/02656710910936726
[18] Pai, V. 2007. On the factors that affect airline flight frequency and aircraft size. Unpublished paper, University of California-Irvine. Available at: https://ageconsearch.umn.edu/record/207722/files/2009_62_AircraftSize_paper.pdf
[19] Parasuraman, A., Berry, L.L., and Zeithaml, V.A. 1991a. Perceived service quality as a customer based performance measure: An empirical examination of organizational barriers using an extended service quality model. Human Resource Management, 30 (3): 335-64. Autumn. DOI: https://doi.org/10.1002/hrm.3930300304
[20] Park, J.W., Robertson, R., and Wu, C.L. 2004. The effect of airline service quality on passengers’ behavioural intentions: A Korean case study. Journal of Air Transport Management, 10(6): 435-439. DOI:https://doi.org/10.1016/j.jairtraman.2004.06.001
[21] Park, J.W., Robertson, R., and Wu, C.L. 2006. The effects of individual dimensions of airline service quality: Findings from Australian domestic air passengers. Journal of Hospitality and Tourism Management, 13(2): 161-176. DOI:https://doi.org/10.1375/jhtm.13.2.161
[22] Prayag, G. 2007. Assessing international tourists' perceptions of service quality at Air Mauritius. International Journal of Quality & Reliability Management, 24(5): 492-514. DOI:https://doi.org/10.1108/02656710710748367
[23] Proussaloglou, K., and Koppelman, F.S. 1999. The choice of an air carrier, flight, and fare class. Journal of Air Transport Management, 5(4): 193-201. DOI:https://doi.org/10.1016/S0969-6997(99)00013-7
[24] Rezaei, J., Kothadiya, O., Tavasszy, L., and Kroesen, M. 2018. Quality assessment of airline baggage handling systems using SERVQUAL and BWM. Tourism Management, 66: 85-93. DOI:https://doi.org/10.1016/j.tourman.2017.11.009
[25] Sai, B.T., Ekiz, E.H., and Kamarulzaman, Y. 2012. Factors determining choice of full service airlines and low cost carriers: The case of Malaysia. Asia-Pacific Journal of Innovation in Hospitality and Tourism, 1(2): 179-194.
[26] Singh, A.K. 2016. Competitive service quality benchmarking in airline industry using AHP. Benchmarking an International Journal, 23(4): 768-791. DOI:https://doi.org/10.1108/BIJ-05-2013-0061
[27] Sokolovskyy, A. 2012. Analyzing factors impacting students choice between low-cost and full-fare airlines. Master's thesis, University of Agder. Available at: https://core.ac.uk/download/pdf/52058045.pdf
[28] Tiernan, S., Rhoades, D.L., and Waguespack Jr., B. 2008. Airline service quality: Exploratory analysis of consumer perceptions and operational performance in the USA and EU. Managing Service Quality an International Journal, 18(3): 212-224. DOI:https://doi.org/10.1108/09604520810871847
[29] Wang, Y., Po Lo, H., Chi, R., and Yang, Y. 2004. An integrated framework for customer value and customer-relationship-management performance: A customer-based perspective from China. Managing Service Quality an International Journal, 14(2/3): 169-182. DOI:https://doi.org/10.1108/09604520410528590
Published
2019-12-24
How to Cite
SANTOSH, B. R.; VARUN KUMAR, S. G..
Travellers’ Perception towards Airline Industry in India.
Journal of Environmental Management and Tourism, [S.l.], v. 10, n. 6, p. 1269-1280, dec. 2019.
ISSN 2068-7729.
Available at: <https://journals.aserspublishing.eu/jemt/article/view/4195>. Date accessed: 03 july 2024.
doi: https://doi.org/10.14505//jemt.v10.6(38).09.
Section
Article
Copyright© 2023 The Author(s). Published by ASERS Publishing 2023. This is an open access article distributed under the terms of CC-BY 4.0 license.