An investigation of the effects of service quality on passenger's satisfaction in airline industry

The aim of this study is to diagnose variables of service quality in airline transportation and then investigate the relationship between these variables and customer satisfaction and customer loyalty. The sample of the study consisted of customers using the ATA Airlines domestic flights departing from Tabriz International Airport. To reach the aim of this study the researcher at first identified the dimensions of service quality in airline industry by surveying in literature review related to subject. Next, by assistant of the supervisor and experts, the questionnaire consistingof forty questions was submitted to the passengers. Then the researcher requested 450 respondents, who were selected through simple judgmental sampling technique to give their idea about agreement and disagreement on a likert scale. Finally by using the questionnaires information the effect of airline service quality or AIRQUAL (including: airline tangibles, terminal tangibles, personnel, empathy, and image) on customer satisfaction, repurchase intention, and word-of-mouth communication investigated. The analyses of data were tested through SPSS and LISREL statistical software. Results revealed that, airline tangibles, terminal tangibles, personnel,empathy, and image have significant affect on customer satisfaction. Findings also showed that customer satisfaction is positively related to repurchase and word-ofmouth intentions and repurchase intention can increase word-of-mouth communication.