Service Quality Measurement Of Nigerian Airlines

ABSTRACT

This study investigates airlines level of service to domestic passengers in

Nigeria using process stages with a number of service quality attributes

each. These attributes represent points where the passenger experience

varying kind of services. Data were collected from passengers waiting for

their flights using a well-structured questionnaire on a five-point likert

scale regarding passenger's expectations and perception of service offer.

The data was encoded into Microsoft excel and subsequently analyzed

with the aid of statistical analysis software (SAS) using percentage, mean

and standard deviation. The analysis was done by computing the mean

and standard deviation of both expectations and perception of the twenty

service quality attributes. Subsequently, subtracting the expectation mean

from the perception mean resulted in the perceived service quality which

is the gap. The results indicate a negative perceived service quality (gap)

in all the twenty service quality attributes and seven process items tested.

Airline departure of flights at scheduled times and accuracy and

promptness of baggage delivery obtained the highest expectation mean

(m=4.55 and m=4.49), the least perception mean (m=2.37 and m=2.9)

and the resultant widest negative gaps (m=-2.18 and m=-1.59).

However, a general average perceived service quality mean of -1.00 was

arrived at in the study. Since expectations exceeded perceptions in the

twenty service quality attributes, the results suggest a high level of

unacceptability and a conclusion that passengers are dissatisfied with

airlines level of service. ANOVA tests show that service quality attributes

have significant effect on passengers' perceived service quality and that

passengers show significant difference among age group in terms of

passengers' perception of service offer. Finally, it was obvious from the

prioritization of service quality dimensions that assurance (safety records)

is highly important to domestic airline passengers in Nigeria and

influences their choice of airline rather than service quality. Consequently,

recommendations were made to improve service delivery of airlines.

Keywords: Airlines, quality of service, expectation; satisfaction and

loyalty