The Study on Factors Influencing Customer Satisfaction towards XYZ International Airline in Yangon, Myanmar
The Study on Factors Influencing Customer Satisfaction towards XYZ International Airline in Yangon, Myanmar
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2015-09
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eng
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application/pdf
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12 pages
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International Conference on Human Resource and Organization Management and Development (HROMD)
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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.