Consumer perception towards service quality of both local airline services in Kota Kinabalu, Sabah (Malaysia Airlines - MAS & Air Asia) / Rosalia Mimin

The purpose of this particular research which is entitled consumer perception towards service quality of both local airlines in Kota Kinabalu, Sabah (Malaysia Airlines - MAS and Air Asia) is to investigate the perception of consumer in terms of the service quality or customer services offered by the both of local airline services. On the other hand, the purpose of this research is also to determine which one of the local airlines are more preferable by the consumer as well as to compare the pricing, on board services, facilities and so forth. This is very important to identify in order for both of Malaysia Airlines (MAS) and Air Asia to compete with the new hybrid airline which is Malindo Air. Therefore, the finding that the researcher found out through this particular research majority of the respondents or consumers are chose Malaysia Airlines (MAS) to be their more preferable airlines because having an excellent service quality. On the other hand, throughout this particular research there are several recommendations from the respondents in order to improve the service quality of both local airlines in Kota Kinabalu, Sabah particularly.