Evaluation Of Service Quality In Aviation Industry Using Airqual Model The Case Of Ethiopian Airlines Passenger Service

The main purpose of this study was to analyze the relationship between customer satisfaction and service quality in Ethiopian Airlines using AIRQUAL model. The study followed a quantitative research approach and a mix of descriptive and explanatory research design. A cross sectional data sourced from primary sources was deployed in this study. In order to collect the desired data a sort of structured close-ended survey questionnaire was used as instrument of data collection. Convenience-sampling technique was used to select the sample respondents. Out of the distributed 404 questionnaires about 385 were received back properly filled properly making the questionnaire response rate 95 percent. The descriptive analysis result depicted that there is high level of service quality and that is positively related to customers’ satisfaction in Ethiopian Airlines. However, in-flight entertainment availability and number of shops in the airport didn’t satisfy Ethiopian Airlines customers. In the other hand the regression analysis result also revealed that all the explanatory variables namely; terminal tangibility (TT), empathy (E) and image (I), Personnel (P) and Airline tangibility (AT) have a strong positive and statistically significant effect on the dependent variable Customer Satisfaction (CS). In the other hand personnel as one of the independent variables concluded to has been identified to has significant negative effect on customer satisfaction in the case of organization. The research concludes that Ethiopian Airlines are satisfied with its service. Finally, the study recommended that Ethiopian Airline should facilitate inclusive (including brail) infotainment opportunities in the flight service. Moreover, it is also concluded that terminal tangible (TT) is the most important factor in positively influencing customer satisfaction followed by empathy (E) and image (I), while personnel as one of the independent variables concluded to have significant negative effect on customer satisfaction in the case of organization.Therefore, in order to improve its service quality and enhance customers’ satisfaction Ethiopian Airline need to work service quality and enhance customers satisfaction.

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