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The Study on Factors Influencing Customer Satisfaction towards XYZ International Airline in Yangon, Myanmar

by Mon, Mi Ei Ei; Kriengsin Prasongsukarn; Sirion Chaipoopirutana

Title:

The Study on Factors Influencing Customer Satisfaction towards XYZ International Airline in Yangon, Myanmar

Author(s):

Mon, Mi Ei Ei
Kriengsin Prasongsukarn
Sirion Chaipoopirutana

Issued date:

2015-09

Citation:

International Conference on Human Resource and Organization Management and Development (HROMD)

Abstract:

The purpose of this research study was to examine the relationship between airline image, service quality (in terms of tangibles, reliability, responsiveness, assurance and empathy) perceived value and customer satisfaction towards MAI airline in Yangon, Myanmar. Hence, it is necessary for marketers to understand the factors influencing customer to the airline. This research study focuses on investigating the difference among factors affecting customer satisfaction towards Myanmar Airways international airline. This study collected the data by using self- administered questionnaires, which were distributed to 400 respondents who had experienced with MAI airline by using judgment and convenience sampling procedure. The Pearson Correlation was applied for the data analysis. This result showed that there is relationship among airline image, service quality (in terms of tangibles, empathy, reliability, assurance and responsiveness), and perceived value on customer satisfaction. The airline industry is one of the important growth sectors of the global economies; its significant contribution is seen to be on an upward trend, as showed even here in Myanmar which international airline chains are opening its branches to reap the market rewards from this competitive industry. Based on this result, the airlines company should focus their service quality, as it is the predetermining of satisfaction and favorable attitude towards the airline.

Keyword(s):

Airline image
Service quality
Perceived value
Customer satisfaction

Resource type:

Conference Paper

Extent:

12 pages

Type:

Text

File type:

application/pdf

Language:

eng

Rights holder(s):

Mon, Mi Ei Ei
Kriengsin Prasongsukarn
Sirion Chaipoopirutana

URI:

http://repository.au.edu/handle/6623004553/21235
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Copyright © Assumption University.
All Rights Reserved.

Contact Us

The St. Gabriel's Library   
Hua Mak Campus  
Ramkhamhaeng 24, Hua Mak  
Bangkok Thailand 10240  
Tel.: (662) 3004543-62 Ext. 3402  
Fax.: (662) 7191544  
E-Mail Library : library@au.edu  


The Cathedral of Learning Library
Suvarnabhumi Campus
Bang Na-Trad Km. 26 Bangsaothong
Samuthprakarn Thailand 10540
Tel.: (662) 7232024, 7232025
Fax.: (662) 7191544
E-Mail Library : library@au.edu
 

 

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