Relationship among service quality, customer satisfaction, and behavioral intentions in Vietnam low-cost airlines industry
Abstract
With the overall purpose is to clarify the relationships among service quality,
customer satisfaction and passengers’ behavioral intentions in the two Low-cost airlines
businesses in Vietnam, the study was conduct with the sample size of 340 passengers
having experience of using Vietnam Low-cost airline service. The data collected was to
test the hypotheses about the relationships among the three constructs: Service quality,
customer satisfaction and behavioral intentions. The study uses Structure equation
modeling to analyze data for the complex model proposed with the support of Cronbach’s
coefficient alpha reliability test, exploratory factor analysis and confirmatory factor
analysis.
The findings of the study is that There exists a positive relationship between
service quality and customer satisfaction and between satisfaction and behavioral
intentions. The study finds that the passenger satisfaction with ground-staff and schedule
has the lowest level compared to flight staff and tangibles, which lead to a suggestion that
the managers of Low-cost airline service providers in Vietnam must pay more attention
to improve the flight schedule and the service provided by the ground staff. The study
also finds that the service quality has an indirect effect on behavioral intentions through
satisfaction. As behavioral intentions of passengers are the target of the business,
improving the service quality (mainly through four dimensions: Tangibles, flight
schedule, flight attendants and ground staff) helps improve the customer satisfaction
about the service and hence, customers tend to have behavioral intentions (word-of
mouth or feedback) toward the service they experienced.
The study still has some limitations by the generalization of the findings.
Therefore, future research related to this industry should examine again the consistency
of the model tested in this study to the market at certain location.