A study on factors influencing customer satisfaction towards service quality of Air Asia in Kuching International Airport / Izyan Zalikha Abdullah

The airlines industry is important for the world economic growth, people or organization especially in serving as a fundamental component in the tourism industry as well as to the conduct of global business. Air Asia is one of the airlines companies that offers low tariff to the domestic as well as international destinations. This research was conducted to find out about the factors influencing customer satisfaction towards service quality of Air Asia in Kuching International Airport. This study only focuses on the passengers who have been flying with Air Asia. Research questions are developed and tested to attain the objectives of this study. Literature review is included in this study to provide better understanding of the factors affecting customer satisfaction and customer behavioral intention. The data were collected through questionnaires and 200 sets of questionnaires were distributed among the respondents in Kuching International Airport. However, 181 sets questionnaires are usable and the remaining of 19 sets cannot be used due to incompleteness. Then, the data were analyzed by using Statistical Package for Social Science (SPSS) version 20. Based on the findings, the researcher found that customer satisfaction is influential towards customer behavioral intention and according to the correlation analysis, there is a moderate relationship between service quality and customer satisfaction. Conclusions are made from the results of the findings and recommendations are also included to enable Air Asia to make future improvements on their customer service.