Attribute - Level Performance Dimensions of Airline Service Quality: A Factor Analysis Approach
DOI:
https://doi.org/10.17010/ijom/2014/v44/i8/80125Keywords:
Airline Service Quality
, In-Flight Services, Attribute-Level Performance, Factor Analysis, Airline Marketing, Structural Equation ModelingPaper Submission Date
, April 12, 2014, Paper sent back for Revision, May 11, Paper Acceptance Date, June 9, 2014.Abstract
The airline industry is facing heavy competition in the deregulated aviation market as a consequence of the emergence of low-cost airlines offering their services at prices unmatched with their rivals' legacy models. Henceforth, it is imperial for the service providers to know the relevant facets of airline service quality attributes that are perceived by regular passengers. This paper aimed to explore the underlying dimensions of airline service quality attributes perceived by the regular passengers travelling in full service carriers. The underlying dimensions of airline service quality attributes were explored through factor analysis using principal axis factoring method with direct oblimin rotation using SPSS. Three dimensions evolved from the study, they are: Employee performance specific factors, service network (schedule) performance specific factors, and in-flight service performance (travel comfort) specific factors. There existed an overall statistical validity of the measurement model established by conducting confirmatory factor analysis with structural equation modeling using AMOS. Perceived differences in factor dimensions among passengers of different categories were compared and implications were provided for the airlines.Downloads
Downloads
Published
How to Cite
Issue
Section
References
Ahire, S. L., Golhar, D. Y., & Waller, M. A. (1996). Development and validation of TQM implementation constructs. Decision Sciences, 27 (1), 23-56. DOI: 10.1111/j.1540-5915.1996.tb00842.x
Bentler, P. M. (1980). Multivariate analysis with latent variables: Causal modeling. Annual Review of Psychology, 31, 419-456. DOI: 10.1146/annurev.ps.31.020180.002223
Bentler, P. M., & Bonett, D. G. (1980). Significance tests and goodness of fit in the analysis of covariance structures. Psychological Bulletin, 88 (3), 588 - 606. DOI: 10.1037/0033-2909.88.3.588
Bhagyalakshmi, V., & Nargundkar, R. (2006). Service quality perceptions of domestic airline consumers in India: An empirical study. Vilakshan, XIMB Journal of Management, 3 (2), 113- 126.
Bloemer, J., Ruyter K.D., & Wetzels, M. (1999). Linking perceived service quality and service loyalty: A multi-dimensional perspective. European Journal of Marketing, 33 (11/12), 1082 - 1106. DOI:10.1108/03090569910292285
Bollen, K.A. (1989). Structural equations with latent variables. New York: John Wiley & Sons.
Boulding, W., Kalra, A., Staelin, R., & Zeithaml, V.A. (1993). A dynamic process model of service quality: From expectations to behavioral intentions. Journal of Marketing Research, 30 (1), 7-27.
Butler, G. F., & Keller, M. R. (1992). The cost-constrained global airline industry environment: What is quality? Transportation Quarterly, 46 (4), 599-618.
Chang Y. H., & Yeh, C.H. (2002). A survey analysis of service quality for domestic airlines. European Journal of Operational Research, 139 (1), 166-177.
Conway, J.M., & Huffcutt, A. I. (2003). A review and evaluation of exploratory factor analysis practices in organizational research. Organizational Research Methods, 6 (2), 147-168. DOI: 10.1177/1094428103251541
Cronin, J. J., & Taylor, S.A. (1992). Measuring service quality: A reexamination and extension. Journal of Marketing, 56 (3), 55-68.
Cunningham, L. F., Young, C.E., & Lee, M. (2002). Cross- cultural perspectives of service quality and risk in air transportation. Journal of Air Transportation, 7 (1), 3-26.
Cunningham, L. F., Young, C.E., & Lee, M. (2004). Perceptions of airline service quality: Pre and post 9/11. Public Works Management & Policy, 9 (1), 10-25. DOI:10.1177/1087724X04265135
Dolnicar, S., Grabler, K., Grun, B., & Kulnig, A. (2011). Key drivers of airline loyalty. Tourism Management, 32 (5) 1020-1026.
Douglas, G.W., & Miller III, J. C. (1974). Economic regulation of domestic air transport: Theory and policy. Washington, D.C.: The Brookings Institution.
Gronroos, C. (1984). A service quality model and its marketing implications. European Journal of Marketing, 18 (4), 36-44. DOI: 10.1108/EUM0000000004784
Hair, J. F. Jr., Anderson, R. E., Tatham, R. L., & Black, W. C. (1996). Multivariate data analysis (5th ed., pp. 276 - 281). New Jersey: Pearson Education Inc.
Haynes, R., & Percy, J. (1994). Perception paradox: Airline service quality issues (Vol. 3, 1950-1952). Proceedings of Decision Sciences Institute - Annual Meeting.
Kazi, R. (2011). An introduction to SEM techniques: For beginners. Prabandhan: Indian Journal of Management, 4 (11), 29-43.
Kim, H. (1997). Measuring the service encounter quality based on the gap analysis: The case of the airline service (Master's Thesis). Graduate School of Business Administration, Yonsei University, Korea.
Kutner M. H., Nachtsheim C. J., & Neter, J. (2004). Applied linear regression models (4th edition). Chicago: McGraw-Hill Irwin.
Lee, M., & Lee, I. (1997). Developing service marketing strategies for different types of retail stores. Journal of Distribution Channels, 2 (1), 4- 9.
Lee, M., Young, C., Cunningham, L., & Wadsworth, L. (1993). Perspectives regarding service quality measurement in the airline industry (pp. 193-201). Proceedings of the Thirty-Fifth Annual Meeting, Arlington, VA: Transportation Research Forum.
Lovelock, C. H. (1984). Services marketing. Englewood Cliffs, NJ: Prentice Hall, Inc.
Morash, E.A., & Ozment, J. (1994). Toward management of transportation service quality. Logistics and Transportation Review, 30 (2), 115 - 140.
Nunnally, J. C. (1978). Psychometric theory. New York: McGraw- Hill.
O' Leary-Kelly, S. W., & Vokurka, R. J. (1998). The empirical assessment of construct validity. Journal of Operations Management, 16 (4), 387-405. DOI: 10.1016/S0272-6963(98)00020-5
Oh, S. (1995). Customer evaluations of telecommunication service quality. Yonsei University, Korea.
Osselaer, S. M. J. V., Alba, J. W., & Manchanda, P. (2004). Irrelevant information and mediated intertemporal choice. Journal of Consumer Psychology, 14 (3), 257- 270. DOI: 10.1207/s15327663jcp1403_7
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). SERVPERF: A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64 (1), 12-40.
Park, J. W., Robertson, R., & Wu, C. (2004). The effect of airline service quality on passengers' behavioral intentions: The Korean case study. Journal of Air Transport Management, 10 (6), 435- 440.32) Shaw, S. (1950). Airline marketing and management (7th ed.). England: Ashgate Publishing Limited.
Sudhakar, V. (2009). Electronic customer relationship management (E-CRM). Indian Journal of Marketing, 39 (12), 33 - 39, 61.
Venkatraman, N. (1989). Strategic orientation of business enterprises: The construct, dimensionality, and measurement. Management Science, 35(8), 942- 962. DOI: http://dx.doi.org/10.1287/mnsc.35.8.942
Wheaton, B. (1987). Assessment of fit in overidentified models with latent variables. Sociological Methods & Research, 16 (1), 118 - 154. DOI: 10.1177/0049124187016001005
Yang, K.-C., Hsieh, T. - C., Li, H., Yang, C. (2012). Assessing how service quality, airline image and customer value affect the intentions of passengers regarding low cost carriers. Journal of Air Transport Management, 20, 52-53, DOI: 10.1016/j.jairtraman.2011.12.007
Zeithaml, V.A., Berry, L. L., & Parasuraman, A. (1996). The behavioral consequences of service quality. Journal of Marketing, 60 (2), 31 - 46.
Zeithaml, V.A., & Bitner, M.J. (2000). Services marketing: Integrating customer focus across firms (2nd ed). New Delhi: Tata McGraw-Hill.
