ANALYSIS CUSTOMER SATISFACTION OF AIRASIA PASSENGER

Abstract

The purpose of this skripsi will help people understand more the service quality and its impact toward customer satisfaction in Airlines industry. The service quality dimensions like assurance, empathy, reliability, responsiveness and tangibility where used to analyze customer satisfaction of AirAsia Indonesia. The researcher distributed the questionnaire to 100 respondents who are living in Cikarang. Quantitative research method was used and multiple regression analysis with F-Test and T-Test were applied in this research. The results of research shows that two of the variables (Tangibles, Responsiveness) are significant and 3 variables (Reliability, Assurance, and Empathy) are not having significant influence to customer satisfaction, and there is also a simultaneous significant influence of service quality towards customer satisfaction. This research also recommended that continuous improvement like Website promotion update, making more convenient flight schedule for domestic and international flights.