A Study of Service Quality for Low Cost Carrier: An Example of Malaysian Airline

碩士 === 佛光大學 === 管理學系 === 101 === The airport is an integrated part of the air transport system, the main functions are providing services for cargo, passenger services, aircraft landing and taking off. With the liberalization of the air space and globalization coupled with the economic boom in Asia...

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Bibliographic Details
Main Author: 鄭俊良
Other Authors: 陳志賢
Format: Others
Language:zh-TW
Published: 2013
Online Access:http://ndltd.ncl.edu.tw/handle/66742639436129535017
Description
Summary:碩士 === 佛光大學 === 管理學系 === 101 === The airport is an integrated part of the air transport system, the main functions are providing services for cargo, passenger services, aircraft landing and taking off. With the liberalization of the air space and globalization coupled with the economic boom in Asia Pacific region, air transportation has generated increase in volume of passengers and cargo. New airports are built and old ones are renovated to accommodate the increase of air traffic, especially in China, India and Southeast Asia. For the past 10 years, Low Cost Carrier (LCC) airlines have emerged and started to compete with the Full Service Carriers (FSC) in Asia as were happened earlier in the US and UK by Southwest airline and Ryanair respectively. Australia's Jetstar, Singapore's Tiger air, Malaysia's Airasia, Indonesia's Lion Air, Japan's Peach aviation , Airasia Japan and many more are currently routing all over Asia. The main attraction of the LCC is cost factor of flight which attracts all types of travelers from student, business and leisure travelers, thus eating up a sizable pie from the FSC. Now everyone can fly as compared to the cost of FSC, not only everyone can fly but also can fly more often as statistics has shown. With the oil prices going up and emission tax levy, it has tremendous cost impact to the FSC, thus making numerous airlines suffered great losses and even into bankruptcy. As an example, Taiwan has received an increase of passenger volume when the LCC started flying in directly, it increase the economy and generate employment for the tourist industries. Tourists from young to old, from backpackers to businessmen which have more option in term of cost to fly especially during the economic downturn. In this study, the SERVQUAL scale-Tangibles, Reliability, Responsiveness, Assurance, Empathy-combined with marketing 4P-Product, Price, Place, and Promote-are established to survey the effect of the LCC. An empirical study was made for Malaysian's LCC due to its fastest growing of LCC and low cost airport (LCA). Malaysia established the LCC called Airasia 10 years ago and has been growing ever since, besides, Airasia established hubs in Indonesia and Thailand for flying to all part of Asia and Australia, e.g. China, Japan, Taiwan, Korea, Australia, India, and Middle East. This study was designed in six dimensions, namely tangibles, reliability, responsiveness, assurance, empathy, and marketing 4P, to verify that it can be applied to low-cost aviation industry through confirmatory factor analysis of Structural Equation Modeling (SEM). Questionnaires were conducted by passengers taking LCC in the LCA of Kuala Lumpur and Taiwan Taoyuan international airport. The respondents data is analyzed for its statistical purpose, as the results, some demographic attributes appear significant difference with passengers retention rate by cross analysis of t-test and ANOVA test.