Determinants of quality in airline service
the user's view of a developing country
DOI:
https://doi.org/10.14488/BJOPM.1678.2024Keywords:
Service quality dimensions, Structural Equation Modeling, SERVPERF, the perception of passengersAbstract
Goal: This paper aims to identify the dimensions that impact the perception of the quality of Brazilian air services in the eyes of customers, using a questionnaire based on the SERVPERF model adapted for the service studied as a data collection instrument.
Design/Methodology/Approach: The research used a quantitative approach, in which 810 questionnaires were analyzed using Structural Equation Modeling methodology.
Results: The results showed that the relationship between quality perceived by clients and the dimensions of quality Tangibles and Empathy were those confirmed by Structural Equation Modeling in this research. The fact that the study is exploratory, and temporal indicates that in this period, Brazilian consumers attach more importance to the environment and appearance of aircraft, equipment, and employees of the companies and that their needs are met in a personalized way.
Limitations of the investigation: Only Tangibles and Empathy dimensions were confirmed.
Practical implications: With the feedback of the customer, including the constant need for an accuracy of the assumptions and hypotheses studied in this paper, an airline can identify what the real needs of its customer must be met and, in its strategic planning, identify the possible actions to be implemented, such as the priority of the investments, and, thus, to be able to increase the competitive advantage, offering the clients what they prioritize.
Originality/Value: The information brought by this research can support the development of business strategies oriented in aspects related to tangible elements and empathy in the service to add value to the service perceived by the clients, contributing to the development of the activity and the sector.
Downloads
References
Ahrholdt, D.C., Siegfried, P.G., & Christian, M.R. (2017), "Enhancing Service Loyalty: The Roles of Delight, Satisfaction, and Service Quality", Journal of Travel Research, Vol. 56, No. 4, pp. 436-50.
Airway (2019), "Flybondi of Argentina receives operating authorization to operate in Brazil", Available at: https://airway.uol.com.br/flybondi-da-argentina-recebe-autorizacao-de-funcionamento-para-operar-no-brasil/. Accessed on: February 5, 2020.
Akter, S., Wamba, S.F., & D'Ambra, J. (2019), "Enabling a transformative service system by modeling quality dynamics", International Journal of Production Economics, Vol. 207, No. 1, pp. 210-226.
Albuquerque, A.P.G., Melo, F.J.C., & Medeiros, D.D. (2021), "Airline quality assessment towards strategic tourism management improvements", Tourism Review, Vol. ahead-of-print, No. ahead-of-print.
ANAC – National Civil Aviation Agency (2018), "Air Transport Directory", Available at: https://www.anac.gov.br/assuntos/dados-e-estatisticas/mercado-de-transporte-aereo/anuario-do-transporte-aereo/dados-do-anuario-do-transporte-aereo. Accessed on: March 20, 2020.
Artigues, C., Bourreau, E., Afsar, H.M., Briant, O., & Boudia, M. (2012), "Disruption management for commercial airlines: methods and results for the ROADEF 2009 Challenge", European Journal of Industrial Engineering, Vol. 6, No. 6, pp. 669-689.
Bahia, K. & Nantel, J. (2000), "A reliable and valid measurement scale for the perceived service quality of banks", International Journal of Bank Marketing, Vol. 18, No. 2, pp. 84-91.
Basfirinci, C. & Mitra, A. (2015), "A cross cultural investigation of airlines service quality through integration of SERVQUAL and the Kano model", Journal of Air Transport Management, Vol. 42, No. 1, pp. 239-248.
Bezerra, G.C.L. & Gomes, C.F. (2015), "The effects of service quality dimensions and passenger characteristics on passenger's overall satisfaction with an airport", Journal of Air Transport Management, Vol. 44-45, No. 3, pp. 77-81.
Boulding, W., Kalra, A., Staelin, R., & Zeithaml, V.A. (1993), "A dynamic process model of service quality: from expectations to behavioural intentions", Journal of Marketing Research, Vol. 30, No. 1, pp. 7‐27.
Byrne, B. & Vijver, F.V. (2017), "The Maximum Likelihood Alignment Approach to Testing for Approximate Measurement Invariance: A Paradigmatic Cross-Cultural Application", Psicothema, Vol. 29, No. 4, pp. 539-551.
CADE (2017), "Passenger and cargo air transport market", Available at: http://www.cade.gov.br/acesso-a-informacao/publicacoes-institucionais/publicacoes-dee/Mercado_de_transporte_aereo_de_passageiros_e_cargas.pdf. Accessed on: April 8, 2020.
Cao, X., Mokhtarian, P.L., & Handy, S.L. (2007), "Do changes in neighborhood characteristics lead to changes in travel behavior? A structural equations modeling approach", Transportation, Vol. 34, No. 5, pp. 535-556.
Cao, X.J., Xu, Z., & Douma, F. (2012), "The interactions between e-shopping and traditional in-store shopping: an application of structural equations model", Transportation, Vol. 39, No. 5, pp. 957-974.
Carvalho, R.C. & Medeiros, D.D. (2021), "Assessing quality of air transport service: A comparative analysis of two evaluation models", Current Issues in Tourism, Vol. 24, No. 8, pp. 1123-1138.
Chen, I.S. (2016), "A combined MCDM model based on DEMATEL and ANP for the selection of airline service quality improvement criteria: A study based on the Taiwanese airline industry", Journal of Air Transport Management, Vol. 57, No. 10, pp. 7-18.
Chen, L., Li, Y.Q., & Liu, C.H. (2018), "How airline service quality determines the quantity of repurchase intention - Mediate and moderate effects of brand quality and perceived value", Journal of Air Transport Management, Vol. 75, No. 1, pp. 185-197.
Chen, Y. & Chang, Y.H. (2005), "Examining airline service quality from a process perspective", Journal of Air Transport Management, Vol. 11, No. 2, pp. 79-87.
Chou, C.C., Liu, L.J., Huang, S.F., Yih, J.M., & Han, T.C. (2011), "An evaluation of airline service quality using the fuzzy weighted SERVQUAL method", Applied Soft Computing, Vol. 11, No. 2, pp. 2117-2128.
Collins, A.T., Rose, J.M., & Hess, S. (2012), "Interactive stated choice surveys: a study of air travel behaviour", Transportation, Vol. 39, No. 1, pp. 55-79.
Cronin, J.J. & Taylor, S. (1992), "Measuring service quality: A reexamination and extension", Journal of Marketing, Vol. 56, No. 3, pp. 55-68.
Falcão, L., Jerônimo, T.B., Melo, F.J.C., Aquino, J.T., & Medeiros, D.D. (2017), "Using the SERVQUAL model to assess mall service quality and customer satisfaction", Brazilian Journal of Operations and Production Management, Vol. 14, No. 1, pp. 82-88.
Feng, C.M. & Jeng, K.Y. (2005), "Analyzing airline service improvement strategy through importance and performance analysis", Journal of the Eastern Asia Society for Transportation Studies, Vol. 6, No. 1, pp. 782-797.
Ghorabaee, M.K., Amiri, M., Zavadskas, E.K., Turskis, Z., & Antucheviciene, J. (2017), "A new hybrid simulation-based assignment approach for evaluating airlines with multiple service quality criteria", Journal of Air Transport Management, Vol. 63, No. 8, pp. 45-60.
Gilbert, D. & Wong, R.K.C. (2003), "Passenger expectations and airline services: a Hong Kong based study", Tourism Management, Vol. 24, No. 5, pp. 519-532.
Graham, A. (2008), Managing Airports: An International Perspective, third ed., Butterworth Heinemann-Elsevier, Oxford.
Hair, J.F.J., Black, W.C., Babin, B.J., Anderson, R.E., & Tatham, R.L. (2006), Multivariate Data Analysis, Prentice-Hall, Upper Saddle.
Hussain, R., Nasser, A.A., & Hussain, Y.K. (2015), "Service quality and customer satisfaction of a UAE-based airline: An empirical investigation", Journal of Air Transport Management, Vol. 42, No. 1, pp. 167-175.
Jeeradist, T., Thawesaengskulthai, N., & Sangsuwan, T. (2016), "Using TRIZ to enhance passengers' perceptions of an airline's image through service quality and safety", Journal of Air Transport Management, Vol. 53, No. 6, pp. 131-139.
Jiang, H. (2013), "Service quality of low-cost long-haul airlines - The case of Jetstar Airways and AirAsia X", Journal of Air Transport Management, Vol. 26, No. 1, pp. 20-24.
Jiang, H. & Zhang, Y. (2016), "An investigation of service quality, customer satisfaction and loyalty in China's airline market", Journal of Air Transport Management, Vol. 57, No. 10, pp. 80-88.
Kenan, A. & Seda, Y. (2012), "Merenje kvaliteta usluge alatom 'SERVQUAL' za različite turske vazduhoplovne kompanije", Serbian Journal of Management, Vol. 7, No. 2, pp. 219-230.
Kim, Y.K. & Lee, H.R. (2011), "Customer satisfaction using low cost carriers", Tourism Management, Vol. 32, No. 2, pp. 235-243.
Klem, L. (1995), "Path Analysis", in Grimm, L.G. & Yarnold, P.R. (Eds.), Reading and Understanding Multivariate Statistics, American Psychological Association, Washington, DC.
Koo, T.T.R., Caponecchia, C., & Williamson, A. (2016), "How important is safety in making flight choices? Evidence from simple choice experiments", Transportation, Vol. 43, No. 1, pp. 1-17.
Liou, J.J.H., Yen, L., & Tzeng, G.H. (2008), "Building an effective safety management system for airlines", Journal of Air Transport Management, Vol. 14, No. 1, pp. 20-26.
Liu, C.H.S. & Lee, T. (2016), "Service quality and price perception of service: Influence on word-of-mouth and revisit intention", Journal of Air Transport Management, Vol. 52, No. 4, pp. 42-54.
Lupo, T. (2015), "Fuzzy SERVPERF model combined with ELECTRE III to comparatively evaluate service quality of international airports in Sicily", Journal of Air Transport Management, Vol. 42, No. 1, pp. 249-259.
Mansi, R., Hanafi, S., Wilbaut, C., & Clautiaux, F. (2012), "Disruptions in the airline industry: math-heuristics for re-assigning aircraft and passengers simultaneously", European Journal of Industrial Engineering, Vol. 6, No. 6, pp. 690-712.
Maruyama, G.M. (1998), Basics of Structural Equation Modeling, Sage Publications, London.
Ministério da Infraestrutura (2018), "Airport performance report - 4th quarter 2018 - October to November", Available at: http://infraestrutura.gov.br/images/AVIACAO_CIVIL/PESQUISA_SATISFACAO/2018/4T/Relatório_trimestral_-_4º_Tri_2018_-_GERAL.pdf. Accessed on: January 21, 2020.
Ministério da Infraestrutura (2019), "Federal Government works to develop airline industry in Brazil", Available at: http://transportes.gov.br/ultimas-noticias/9112-governo-federal-trabalha-para-desenvolver-setor-aéreo-no-brasil.html. Accessed on: April 8, 2020.
Mojaveri, H.S., Khorasani, A., & Ahmadvand, K. (2019), "Presenting modified Servqual model to evaluate flight attendant services: Iran Air case study", Journal of Airline and Airport Management, Vol. 9, No. 1, pp. 14-23.
Mulyadi, A. (2019), "Modeling of tourists, local population, natural and cultural resources toward ecotourism product (case study in Seagrass Trikora Conservation Area)", Society and Business Review, Vol. 10, No. 10, pp. 1-20.
Ostrowski, P.L., O’Brien, T.V., & Gordon, G.L. (1993), "Service Quality and Customer Loyalty in the Commercial Airline Industry", Journal of Travel Research, Vol. 32, No. 2, pp. 16-24.
Pakdil, F. & Aydin, O. (2007). "Expectations and perceptions in airline services: An analysis using weighted SERVQUAL scores". Journal of Air Transport Management, Vol. 13, No. 4, pp. 229-237.
Parasuraman, A., Zeithaml, V.A., & Berry, L.L. (1985). "A conceptual model of services quality and its implications for future research". Journal of Marketing, Vol. 49, No. 4, pp. 41-50.
Park, J.J. & Park, J.W. (2016). "Investigating the effects of service recovery quality elements on passengers' behavioral intention". Journal of Air Transport Management, Vol. 53, No. 6, pp. 235-241.
Pereira, D.D.S. & Soares de Mello, J.C.C.B. (2020). "Brazilian airports network evaluation". Brazilian Journal of Operations & Production Management, Vol. 17, No. 1, pp. 1-10.
Prado, M. (2017). "Airfare has a variation of R$ 2,000, according to research". Folha de São Paulo. Available at: http://www1.folha.uol.com.br/mercado/2017/09/1919179-tarifa-aerea-chega-a-ter-variacao-de-r-2000-segundo-pesquisa.shtml. Accessed on January 17, 2020.
Santana, T.A.A. et al. (2018). "Análise do desempenho das companhias aéreas brasileiras através da escala SERVQUAL". Revista Gestão da Produção Operações e Sistemas, Vol. 13, No. 1, p. 105.
Sari, D.P. & Rinawati, D.I. (2018). "Airline service quality analysis using integration of fuzzy Servqual, PGCV index, and TRIZ methods in Indonesian full-service carrier airlines". International Journal on Advanced Science, Engineering and Information Technology, Vol. 8, No. 3, pp. 918-923.
Schmenner, R.W. (1995). Service Operations Management, Prentice Hall, Englewood Cliffs, NJ.
Sultan, F. & Simpson, M.C. (2000). "International service variants: airline passenger expectations and perceptions of service quality". Journal of Services Marketing, Vol. 14, No. 3, pp. 188-216.
VEJA. (2018). "Brazil targets low-cost airlines". Available at: https://veja.abril.com.br/. Accessed on February 21, 2019.
Virappan, T.M. & Chan, T.J. (2020). "Predictors of Corporate Reputation through Service Quality: A Study of Air Asia Customers Perspectives". Journal of Business and Social Review in Emerging Economies, Vol. 6, No. 2, pp. 789-798.
Wang, Y., Zhang, M.Z.Z., & Hexian, W. (2020). "The Impact of Service Quality and Customer Satisfaction on Reuse Intention in Urban Rail Transit in Tianjin, China". SAGE Open.
Wittman, M.D. (2014). "Are low-cost carrier passengers less likely to complain about service quality?". Journal of Air Transport Management, Vol. 35, No. 4, pp. 64-71.
Wolff, M., Abreu, C., & Caldas, M.A.F. (2019). "Avaliação do transporte rodoviário: uma revisão da literatura". Revista Brasileira de Gestão de Operações e Produção, Vol. 16, No. 1, pp. 96-103.
Yang, K.C., Hsieh, T.C., Li, H., & Yang, C. (2012). "Assessing how service quality, airline image and customer value affect the intentions of passengers regarding low cost carriers". Journal of Air Transport Management, Vol. 20, No. 5, pp. 52-53.
Zand, H. & Rezaei, B. (2020). "Investigating the impact of process and product innovation strategies on business performance due to the mediating role of environmental dynamism using structural equations modeling". Brazilian Journal of Operations & Production Management, Vol. 17, No. 2, pp. 1-15.
Zeithaml, V.A., Parasuraman, A., & Berry, L.L. (1990). Delivering Quality Service: Balancing Customer Perceptions and Expectations. New York: The Free Press.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2024 Djalma Silva Guimaraes Junior, Fagner José Coutinho de Melo, Carlos Henrique Michels de Sant’anna, Larissa de Arruda Xavier, Denise Dumke de Medeiros
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
- Authors must have a written permission from any third-party materials used in the article, such as figures and graphics. The permission must explicitly allow authors to use the materials. The permission should be submitted with the article, as a supplementary file.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) after BJO&PM publishes it (See The Effect of Open Access).
