- 學位論文
Measuring Service Quality and its Effect on Customer Satisfaction and Loyalty: The Case of Vietjet Air.
Measuring Service Quality and its Effect on Customer Satisfaction and Loyalty: The Case of Vietjet Air.
並列摘要
In a highly competitive environment of the airline industry, the achievement of possessing customers’ satisfaction and loyalty can assure the sustainable competitive advantages as well as profit of any airline company. The new appearances of new budget airlines increase the substitution force of the industry, that requires any company to further develop its service quality in order to gain new customers, together with to keep the old ones. Vietjet Air, Vietnamese only private budget airline, which has only been in action since 2011, has become the leading low-cost carrier in Vietnam. Vietjet is also evaluated to surpass state-owned Vietnam Airlines this year as the country’s biggest domestic carrier by The Capa Centre for Aviation (CAPA). The main purpose of this study is to measure Vietjet Air’s service quality and to provide a better understanding of customer satisfaction and loyalty towards airline service quality in order to help Vietjet Air’s managers in developing better future strategies to satisfy customers and enhance their loyalty. This research was used quantitative research design and target respondents was selected by utilizing convenience sampling. A total of 250 questionnaires were self-administered to air travelers having experienced with Vietjet Air in the past 12 months at Noi Bai International Airport in Hanoi and 238 questionnaires were returned. Finally, the result of this study shows that all the proposed hypotheses was resulted in statistically significant.