tailieunhanh - Customer satisfaction and quality of Vietnam Airlines domestic services

The paper examines relation between quality of Vietnam Airlines domestic services and customer satisfaction by gathering opinions from 402 passengers employing Skytrax scale with some modification along with Cronbach’s alpha, EFA and multiple regression analysis. | JED July 2012 | 115 Customer Satisfaction and Quality of Vietnam Airlines Domestic Services HÀ NAM KHÁNH GIAO Associate professor at University of Finance- Marketing, E-mail: khanhgiaohn@ TRẦN THỊ THÙY TRANG Master of Arts, E-mail: thuytrangvn81@ NGUYỄN DUY LONG Master of Arts, E-mail: duylong2008@. ABSTRACT The paper examines relation between quality of Vietnam Airlines domestic services and customer satisfaction by gathering opinions from 402 passengers employing Skytrax scale with some modification along with Cronbach’s alpha, EFA and multiple regression analysis. Results show that quality of Vietnam Airlines domestic services can be measured by the following six components in order of importance: (1) boarding/deplaning/baggage; (2) check-in; (3) in-flight services; (4) reservation; (5) aircraft; and (6) flight crew. All of them are directly proportional to customer satisfaction. The paper also offers some suggestions to improve the service quality thereby enhancing the customer satisfaction. Keywords: Vietnam Airlines, domestic services, service quality, satisfaction 116 | Hà Nam Khánh Giao Quality of Vietnam Airlines Domestic Services 1. AN OVERVIEW In the past few years, the air transport has gained high growth rates. IATA reports showed that air transport of passenger in 2011 rose by in spite of adverse conditions, such as economic recession in many Western countries. According to 2011 Report by Civil Aviation Authority of Vietnam, the air transport business served million passengers and 195,000 tonnes of cargo, increasing by and 3% respectively in 2010. Additionally, 51 foreign airlines are operating 54 routes from 22 countries or territories to Vietnam. Domestic services offered by five local airlines (the fifth one is VietJet Air that came into operation as from Dec. 25, 2011) comprise 39 routes from three hubs – Hà Nội, Đà Nẵng and HCMC – to 17 local airports. The biggest market shares of this .

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