ANALYZING THE IMPACT OF SERVICE QUALITY ON CUSTOMER SATISFACTION IN AVIATION, A STUDY ON ARIANA AFGHAN AIRLINES

Abstract

In a highly competitive environment of the aviation sector, the achievement of owning customers’ satisfaction can assure the maintainable competitive advantages as well as profit of any airline company which is welling to be in the competitive market. The new presences of new budget airline companies increases the exchange force of the industry that involves any company to further promote and develop its service quality in order to gain more new customers, also to keep the old ones. Ariana Afghan Airlines is the only governmental airline in Afghanistan, which has only been in action since 1955, has become one of the leading low-cost transportation carrier in Afghanistan, as the airline was equipped with the old standards and facilities of the services they planned to renew those facilities and services provided to their customers in order to maintain and compete with new modern airlines raised in the aviation sector. The main purpose of this study is to assess Ariana Afghan Airline’s service quality and to provide best understanding of customer satisfaction towards airline service quality in order to help airline managers in promoting and developing better future strategies to satisfy customers and enrich their loyalty. This research used quantitative survey technique and the respondents was selected by utilizing convenience sampling. A total of 200 questionnaires were self-administered to those passengers who having experienced with Ariana Afghan Airlines in the past 12 months, 164 questionnaires were returned with answer. Finally, the result of this study shows that all the hypotheses was resulted in statistically significant