Article Review: Servqual Method: Airline Industry Use

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SAMPLE EXCERPT:

[. . .] Customers may respond by rating the expectation statements according to the importance of each; (2) Forecasted performance. Customers may respond by using the scale to predict the performance they would expect; (3) Ideal performance. The optimal performance; what performance "can be"; (4) Deserved performance. The performance level customers, in the light of their investment, feel performance "should be"; (5) Equitable performance. The level of performance customers feel they ought to receive given a perceived set of costs; (6) Minimum tolerable performance. What performance "must be." (Gilbert and Wong, 2002, p.521) Zainol and Romle (2003) report that this study was an exploration "toward comparing service quality in Malaysian domestic airlines" and that there are many areas "of which further research can be made to understand Malaysian domestic airlines better. Through the results, analysis and discussions we can highlight several recommendations for further research in the same context of area of the study. Demographic factors; although the findings in this particular paper indicate that the respondents are more receptive to price instead of service quality, it does not mean that service quality is of no importance. Assessing passenger expectations is not a static exercise. Gilbert and Wong (2002) points out that no two passengers are precisely alike, especially when demographics; time of traveling, gender and ethnic background is considered." (Zainol and Romle,, p. )

V. Summary and Conclusion

The work of Bozorgi (2002) reports that Technical quality was the first choice of passengers are the most important aspect of service followed second by tangibles such as physical facilities, equipment and appearance of personnel. Stated third in importance was reliability followed by the fourth of knowledge, courtesy, ability to inspire trust and confidence and fifth being responsiveness. The sixth feature was reported as image followed by the seventh feature of individualized attention. (pp. 82-3) Nyeck, Morales, Ladhari, and Pons (2002) report "The results suggest that few researchers concern themselves with the validation of the measuring tool. This reinforces the comments made by Brown et al. (1993), who point out that discriminant validity of the measuring tool for service quality ought to be improved." (p. 106) Huang et al. reports both managerial and research implications stating ." For managers of the airline, how to offer the consumer satisfied quality becomes the essential running methods of the service industry businessmen. Due to the invisible, heterogeneous, non-divisible, and easy-passing quality of the service industry, it is easy for the customers to have the sense of uncertainty and insecurity. Maintaining a great quality relationship with the customers will usually lower the customers' uncertainty and increase their sense of security. Therefore, establishing great relationship with customers has become the urgent business of enterprises." (2009) It is reported that researchers "could consider the catastrophe theory and other nonlinear techniques, especially when standard approaches do not adequately capture the underlying dynamics." (Huang, et al., 2009) Zainol and Romle (2003) state "despite the validation of Parasuraman's SERVQUAL concept; there is no quantitative yardstick available. The underlying concepts used by the fuzzy approach are comprehensible, and the survey process and computations required are straightforward and simple. The approach is applicable to all routes between two cities which are served by several airlines." According to Gilbert and Wong "In conclusion this research has attempted to provide some useful information, i.e. The differences in service expectations among passengers of different market segments. Future research may want to expand on this study. This research involves only four ethnic groups/nationalities; so researchers might be interested in testing the differences in service expectations of other ethnic groups/nationalities. Future research may also study if the identi-ed seven dimensions are fully appropriate in measuring the desired provision of airline service quality." (2003)

Bibliography

Bozorgi, MM (2006) Measuring Service Quality in the Airline Using SERVQUAL Model (Case of IAA). Retrieved from: http://epubl.ltu.se/1653-0187/2007/046/LTU-PB-EX-07046-SE.pdf

Gilbert, D. And Wong, R. (2002) Passenger expectations and airline services: a Hong Kong-based study. Tourism Management 24 (2003) 519 -- 532. Retrieved from: http://myweb.ncku.edu.tw/~cfchen99/2006-18-18passenger%20expectations%20and%20airline%20services-%20a%20Hong%20kong%20based%20study.pdf

Huang, YK et al. (2009) The Effect of Airline Service Quality on Passengers' Behavioural Intentions Using SERVQUAL Scores: A TAIWAN Case Study. Journal of the Eastern Asia Society for Transportation Studies, Vol.8, 2009. Retrieved from: http://www.easts.info/publications/journal_proceedings/journal2010/100133.pdf

Nyeck, S.; Morales, M.; Ladhari, R.; and Pons, F. (2002) 10 YEARS OF SERVICE QUALITY MEASUREMENT:… [END OF PREVIEW]

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