| dc.description.abstract | This thesis chose Vietnam Airlines as a case study to investigate and evaluate the
overall service quality of the airline industry towards its passengers. The model used in
this research is adapted from the SERQUAL model of Parasuraman, Zeithaml and Berry
(1998)) with some adaptions from other models in aviation context. The quantitative
method was carried out with a sample size of 300 respondents.
Throughout different tests using the SPSS program (frequencies, reliability, factor
analysis, correlations, multiple regression, path analysis) which were conducted, the
research paper was done to examine the relationship between two dependent variables:
perceived service quality and customer satisfaction, which also leads to the fact that a
high level of perceived service quality will lead to a high level of customer satisfaction.
Moreover, it also analyzes the impacts of all service quality dimensions on
customer satisfaction. Throughout the research, we can identify the important factors that
directly influence perceived service quality and customer satisfaction. Besides, using path
analysis can help to measure the direct as well as the indirect effects of all service quality
factors on customer satisfaction. The results also point out the fundamental role of
perceived service quality in affecting customer satisfaction.
To conclude, from the results and findings of the research, we can figure out a
general assessment and judgment about the service quality that Vietnam Airlines offered
to Vietnamese passengers. From that, we can make recommendations and proper
adjustments to enhance the overall business of the service. | en_US |
