An empirical study into the satisfaction level of travelers to Bangladesh
Md Shaleh, Abu Zafar; Reza, Syed (2020)
Md Shaleh, Abu Zafar
Reza, Syed
2020
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2020060517316
https://urn.fi/URN:NBN:fi:amk-2020060517316
Tiivistelmä
The aim of this study was to diagnose the service quality and price perception of Biman Bangla-desh Airlines passengers and to analyze the effects of price and service quality on customer satis-faction.
The study is based on the AIRQUAL model which shows the dimensions and how these dimensions are related to customer satisfaction. Price theory is also used to examine the influence or price on satisfaction, and satisfaction theory shows the relationship between satisfaction and customer loyalty.
Survey data was collected from 60 passengers who travelled on Biman Airlines in Bangladesh in the preceding year. The purpose of collecting data was to test seven hypothesized relationships among airline tangibles, terminal tangibles, personnel, empathy, image, price, customer satisfac-tion and customer loyalty. To test the conceptual model, a structural equation model (SEM) has been used and evaluated by R studio 3.5.3 with lavaan package.
The findings of the study show that price and AIRQUAL dimensions have a positive and direct rela-tionship with customer satisfaction. It is also found that customer satisfaction is important to explain behavioural intentions such as customer loyalty. Satisfied customers tend to be with the airlines and dissatisfied customer change the airlines.
The results indicate that Biman Bangladesh airline needs to put their emphasis on maintaining high levels in the dimensions measured in AIRQUAL and price so that they can make the customer satisfied, and as a result ensure customer loyalty. Biman needs to invest more in its personnel so that they can provide a better service. It would also be advisable to buy more modern aircraft so that they can operate to more destinations.
The study is based on the AIRQUAL model which shows the dimensions and how these dimensions are related to customer satisfaction. Price theory is also used to examine the influence or price on satisfaction, and satisfaction theory shows the relationship between satisfaction and customer loyalty.
Survey data was collected from 60 passengers who travelled on Biman Airlines in Bangladesh in the preceding year. The purpose of collecting data was to test seven hypothesized relationships among airline tangibles, terminal tangibles, personnel, empathy, image, price, customer satisfac-tion and customer loyalty. To test the conceptual model, a structural equation model (SEM) has been used and evaluated by R studio 3.5.3 with lavaan package.
The findings of the study show that price and AIRQUAL dimensions have a positive and direct rela-tionship with customer satisfaction. It is also found that customer satisfaction is important to explain behavioural intentions such as customer loyalty. Satisfied customers tend to be with the airlines and dissatisfied customer change the airlines.
The results indicate that Biman Bangladesh airline needs to put their emphasis on maintaining high levels in the dimensions measured in AIRQUAL and price so that they can make the customer satisfied, and as a result ensure customer loyalty. Biman needs to invest more in its personnel so that they can provide a better service. It would also be advisable to buy more modern aircraft so that they can operate to more destinations.