Service quality and customer satisfaction of budget airlines: Demographics analysis by Kano Ｍodel

Abstract

Budget airlines becomes a popular choice for tourist now. Although providing limited services by budget airlines with low-cost, the importance of providing quality service to satisfy customers’ needs is still critical for budget airlines. The purpose of this research tries to study the relationship between customer satisfaction and service quality in terms of the demographic variables by applying the Kano model. The result found that staff performance is one critical issue to consider in order to enhance quality of service and subsequently the customer satisfaction will be improved. In addition, the results found quite significant different factors concerned by female and male respondents, for example female concerns more on safety and flight schedule whilst male concerns more on price and online booking system. Mature respondents concerns more on price and schedule but the youngsters do not. This research can give insights to budget airlines to deploy different strategies and services provided in order to satisfy different segments of customers’ needs.