• Corpus ID: 43532631

Assessing Customer Perception of Service Quality: Comparative Study of airlines in UAE

@inproceedings{Masarrat2014AssessingCP,
  title={Assessing Customer Perception of Service Quality: Comparative Study of airlines in UAE},
  author={Ghazal Masarrat and Suchita Jha},
  year={2014}
}

• Ghazal Masarrat, Suchita Jha
• Published 2014

Customer satisfactions get highly influenced by perceptions of service quality. In particular, higher service quality leads to positive customer response, cross selling and word of mouth communication which make the customer decision making process a complex area of study. An analysis of literature revealed that service quality is an important attribute for retaining customer satisfaction in UAE especially towards aviation industry. Aviation industry sector in UAE economy has grown rapidly in the past and is fast catching up the attention of customers. However, customer satisfaction plays an important role between service quality attributes and customer behaviors in relation to retention and loyalty of customers but it is never been evaluated in UAE aviation industry context. The purpose of this study is to evaluate customer’s perception towards five dimensions of SERVQUAL which influence the customer’s decision making with respect to Etihad and Air Arabia of UAE. The research also explored the role of customer’s demographic information and its impact on various scales of service quality perception. Necessary propositions were drawn to assess the customer’s perception towards various service quality parameters of two airlines of UAE.125 structured questionnaires primary survey based on reliability, assurance, responsiveness empathy and various tangibles of service quality were conducted with Emirati and non-Emiratis nationals, both men and women, and a Perceptual mapping was carried out to analyze the perceptional difference between the two airlines of UAE. Findings indicated that Air Arabia is perceived high on all service dimensions in comparison to Etihad airlines. This research will be helpful for managerial implication in aviation industry to enhance the market share in UAE economy.