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

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.