Factors influencing customer satisfaction at Kenya airways cargo service

Abstract

Competition, saturation of markets, and development of information technology have enhanced customer awareness. Depending on the particular industry, it is possible to increase profit by up to 60% after reducing potential migration of customers. KQ faces major competition, especially from Middle Eastern and European and as a result has in a great way, affected its numbers. To withstand this stiff competition, high quality standards are demanded which starts with ensuring customer satisfaction. The main objective of this study was to determine the factors influencing cargo customer satisfaction at Kenya Airways Cargo. The research design employed as descriptive survey design. The study adopted a stratified sampling. The study collected primary data. A positive relationship between customer satisfaction and promotion, price fairness, service quality and brand was observed. From the findings the study concluded that promotion affect customers‟ satisfaction levels at Kenya Airways Cargo mainly through advertisement that satisfies customers through radio and television. It also concludes that the service quality of cargo services improved customer satisfaction at Kenya Airways Cargo. The study further concludes that brand had impact on customer satisfaction although it influenced to a certain percentage. Finally the study concludes that price fairness determines customer satisfaction at Kenya airways cargo. The study recommended improvement of quality of service and use of wider means of promotion in an effort to get more clients and compete with the growing market. The study also recommended use of fairer prices in an effort to warranty customer satisfaction. The study is deemed to be significant to Kenya Airways and other key players in the aviation industry as they will gain a better understanding of passengers and their expectations in terms of customer satisfaction in relation to cargo handling.