The influence of service quality and price fairness on customer satisfaction of a low-cost carrier in Vietnam | |
| Author | Nguyen Thi Hang Nga |
| Call Number | AIT RSPR no.SM-19-36 |
| Subject(s) | Customer services--Vietnam Consumer satisfaction--Vietnam |
| Note | A research study submitted in partial fulfillment of the requirements for the degree of Master of Business Administration |
| Publisher | Asian Institute of Technology |
| Abstract | The objective of this study was to examine the effect of service quality dimensions and price fairness on customer satisfaction of a low cost airline in Vietnam, specifically Viet jet Air (VJA) and find the difference in Customer satisfaction based on demographic factors. The data collection was conducted both via online and offline questionnaires, in which most of surveys were collected from VJA customers departing Suvarnabhumi Airport. 324 questionnaires were analyzed. Six hypothesis were tested by employing hierarchical multiple regression on software SPSS 20. Among the six variables namely Tangibles, Reliability, Responsiveness, Assurance, Empathy and Price Fairness, there were four significant and positive contributors to Customer satisfaction with descending order as Assurance, Price Fairness, Tangibles and Reliability. Secondly, there was no difference in customer satisfaction on the basis of demographics factors. The study recommends that VJA should focus on marketing and management of safety level for aircraft, e-transaction system, training programs of soft skills to employees, together with additional fee charge and improvement of on-board meals and seating space. The limitation of this study includes limitation in research time, geographic area and the non-generalizable result to other airlines. |
| Year | 2019 |
| Type | Research Study Project Report (RSPR) |
| School | School of Management (SOM) |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (MBA) (Publication code=SM) |
| Chairperson(s) | Viimolwan Yukongdi; |
| Examination Committee(s) | Badir, Yuosre F.M.;Zimmermann, Willi; |
| Scholarship Donor(s) | AITCV Silver Anniversary Scholarship; |
| Degree | Research Studies Project Report (M.B.A.) - Asian Institute of Technology, 2019 |