An Analysis of Customer Satisfaction in Scheduled Passenger Air Transport in Finland

Abstract

The satisfaction of passengers is crucial for the competitive edge and long-term sustainability of airlines, as it has a direct impact on customer loyalty, brand image, and the overall financial success of carriers in an increasingly competitive global environment. In the airline industry, where service interactions are intricate, intangible, and highly varied, grasping how passengers assess service quality is essential for preserving a strong market presence. This thesis explores passenger satisfaction with the airline by utilizing the SERVQUAL model, a well-established framework that evaluates service quality through five dimensions: reliability, responsiveness, assurance, empathy, and tangibles. These dimensions together encompass both the functional and emotional elements of the passenger experience, rendering SERVQUAL a suitable instrument for checking airline service performance.

Passengers who had recently flown with the airline were asked to provide built and comparable data using a quantitative research methodology. Google Forms was used to distribute the survey online, allowing for effective data collection from a wide range of respondents. Descriptive statistics were used to analyze 43 valid responses in order to find trends, areas that needed improvement, and strengths. A clear picture of how passengers assess The airline's service quality was made possible by the systematic measurement of perceptions and expectations made possible by the use of a quantitative approach.

The findings show that customers are generally happy with the airline's services, especially when it comes to assurance, tangibles, and dependability. These results imply that passengers appreciate the airline's staff's professionalism and skill, the aircraft's comfort and cleanliness, and the airline's capacity to provide services on a regular basis. These advantages complement the airline's standing as a dependable, safety-focused airline with a distinct Nordic identity. Nevertheless, the analysis also identified significant flaws. Significantly lower ratings were given to responsiveness, particularly communication during delays and the speed at which employees attend to passenger needs. Passengers expressed a desire for more individualized attention and understanding from staff during stressful or unexpected situations, indicating that empathy could also be improved.

The open-ended responses confirmed problems with food quality, responsiveness, pricing, and unclear communication during delays. Customers still expect more attentive service and clearer updates, despite the airline's excellence in assurance, dependability, and tangibles. According to the study's conclusions, improving responsiveness and communication would greatly boost customer satisfaction and strengthen the airline's competitive position.