Abstract

The emerging of new budget airline such as Malindo Airway and Firefly has made the budget airline market competitive. In order to compete with other market, Air Asia needs to be excellence in some aspect in order to become the market leader. The purpose of this research is to find out the customer satisfaction level towards the services provided by Air Asia. The objectives of the study are (i) to identify the level of perception towards service quality, (ii) to determine the most dominance factor of customer satisfaction and (iii) to determine the level of customer satisfaction on Air Asia. A total of 120 sets of questionnaires were distributed to the customer at Air Asia service counter located in Senai Airport (Sultan Ismail International Airport). Mean score and standard deviation, multiple regressions and independent t-test are used to analyze the data collected. The finding shows that online purchasing flight ticket has higher level of perception. Besides, the most dominance factor of customer satisfaction is aircraft condition. In addition, there is no significance difference for customer satisfaction between male and female customer.

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