SERVICE QUALITY AND CUSTOMER SATISFACTION IN THE AIRLINE INDUSTRY: A CASE STUDY OF MALAYSIA AIRLINES IN MALAYSIA
DOI:
https://doi.org/10.35631/AIJBES.828021Keywords:
Airline Industry, Hospitality Industry, Malaysia Airlines, Service Quality, SERVQUAL Dimensions, Tourism IndustryAbstract
This study examines the relationship between service quality dimensions and customer satisfaction in the airline industry, with specific focus on Malaysia Airlines. Grounded in SERVQUAL and Customer Satisfaction Theory, the study evaluates reliability, responsiveness, assurance, tangibility, and empathy among Generation Z passengers. A quantitative cross-sectional design was adopted, and 385 valid responses were analysed using SPSS. The findings indicate that reliability, tangibility, and empathy are the most influential predictors of customer satisfaction, while responsiveness shows comparatively weaker influence. The study contributes theoretically by extending SERVQUAL with cognitive and affective components and provides managerial implications for enhancing service delivery strategies.
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