Service Quality Dimensions and Customer Satisfaction in the Kenyan Airline Industry

Abstract

This study was carried out in the airline industry in Kenya. The objective of the study was to determine the level of customer satisfaction and service quality in the industryand the relationship among these twofactors. The study was necessitated by the increasing competition and rivalry in the local airline industry in Kenya. Moreover, there has been difficulty in evaluating the influence of service quality on customer satisfaction in local airlines. A cross-sectional research design was used and data was collected using questionnaires. The questionnaires were sent to a sample of 100 customers who were selected randomly from lists of seven passenger airlines operating in Kenya. Descriptive statistics was used to analyze the responses of customers on the various variables while regression and correlation analysis was used to check the relationship between service quality and customer satisfaction in the local passenger airlines in Kenya. The study established that customers are generally satisfied with the performance of their airlinesin terms of the technical standards of service quality and perceived service quality. The study also revealed that reliability, empathy and responsiveness are important dimensions of customer satisfaction. The study recommended that airlines aiming at achieving high levels of customer satisfaction should ensure they offer superior technical standards of service quality improve on the dimensions of reliability, empathy and responsiveness and offer high quality of service to their customers. Key words: technical standards of service quality, customer satisfaction, service quality, airline industry in Kenya