A study of service quality of AirAsia / Aziah Haji Affendi Ahmad

The research related to service quality and customer satisfaction in the airline industry has been growing interest because the delivery of high service quality is essential for airlines’ survival and competitiveness. This study was limited in the context of Air Asia’s airlines services for domestic passengers. This study was carried out to identify service quality of air Asia. SERVPERF, the performance component of the Service Quality Scale (SERVQUAL), has been adopted to identify service quality of Air Asia as perceived by passengers. The analysis by using frequency test was found that passengers perceived Service Quality of Air Asia is more on Assurance dimension and Reliability Dimension. This study also had identified factors influencing passengers to fly with Air Asia is on Low Fare Rate factor. Finally, from the analysis, there were a few aspects need to be improve had suggested in this study.