ASSESSMENT OF SERVICE QUALITY AND CUSTOMER SATISFACTION: (THE CASE OF ETHIOPIAN AIRLINES ARBAMINCH AIRPORT)

Abstract

This thesis assessed service quality and customer satisfaction in the case of Ethiopian airlines Arba Minch airport. The research method consisted of a survey regarding satisfaction with the airline services. A structured questionnaire was developed using the SERVQUAL model as a benchmark. The questionnaire was personally administered to the target population particularly for the members of Sheba miles passengers within the airport. Convenience samplingtechnique was used in the study to take a sample from the population. Aquestionnaire was designed based on the model in order to examine all the five dimensions of servicequality in the model for airline. A total sample of156 respondents who have made a flight with Ethiopian airlines at Arba Minch airport particularly members of Sheba miles were taken as a respondent. The final research sample consisted of 148 participants. Tangibles, assurance, responsiveness, reliability andempathy are five features of the model and in all five dimensions the passengers are satisfied. The results of correlation analysis indicates that all five dimensions have a negative relationship with overall customer satisfaction. The regression analysis shows that expect tangibles and empathy other service quality dimensions had a negative effect on overall customer satisfaction. But when we see group mean differences reliability and tangibles had the least mean scorevalue which implies passengers are not satisfied with those services. So, the management of EAL Arba Minch airport should improve its services by trainingemployees and improve visually attractive facilities. Finally the management of Ethiopian airlines Arba Minch airport should improve its ability to perform the promised service dependably and accurately with all dimensions to attain its objectives which is satisfying the passengers by providing better quality service delivery.