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All Journal Advances in Global Economics and Business Journal International Journal of Tourism and Hospitality in Asia Pasific Journal of the Community Development in Asia International Journal of Accounting & Finance in Asia Pasific
Lok, Yee Huei
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Other

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Journal : Journal of the Community Development in Asia

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Assessing the Impact of Service Quality Dimensions on Customer Satisfaction in Budget Airlines Teoh, Kok Ban; Lok, Yee Huei; Kee, Lidwina Yi Ming; Li, Xuanting; Li, Yinglan; Li, Yuxin; Liao, Zhongkai; Neyaz, Fahad; Ali, Anees Jane; Kee, Daisy Mui Hung
Journal of The Community Development in Asia Vol 8, No 3 (2025): September 2025
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/jcda.v8i3.4171

Abstract

In the highly competitive airline industry, budget carriers must focus on customer satisfaction as a critical strategy to sustain loyalty and differentiation. This study aims to investigate the factors influencing customer satisfaction with AirAsia in Malaysia, specifically examining the roles of price, service quality, food service, assurance, and empathy. A quantitative approach was employed using survey data collected from AirAsia passengers, and regression analysis was conducted to assess the influence of these variables. The results reveal that empathy, assurance, and food service significantly affect customer satisfaction, with empathy emerging as the strongest predictor (? = 0.480, p 0.01). Assurance also demonstrated a positive influence (? = 0.203, p 0.05), followed by food service (? = 0.178, p 0.1). Together, these variables explained 66.1% of the variance in customer satisfaction (R² = 0.661). In contrast, price (? = 0.059) and service quality (? = 0.069) showed no significant impact. These findings underscore the importance of prioritizing empathetic service, trust-building, and food quality enhancements over pricing strategies alone. The study provides both theoretical insights into customer satisfaction determinants in low-cost aviation and practical guidance for airlines seeking to strengthen customer experiences and maintain competitiveness.
Co-Authors Adira, Nur Maizatul Ali, Anees Jane Azizi, Nurin Zahirah Bt Azman, Nursyazana Afiqah Bt Chaudhary, Manoj Kumar Cheang, Wen Jing Chen, Liangyu Chen, Quanxi Chen, Zhuyi Fatini, Nur Lidiya Feng, Xinkai Hassan, Nurul Husna Bt Jian, Oh Zi Kee, Daisy Mui Hung Kee, Lidwina Yi Ming Khairul Azhar, Nurin Amni Bt Khan, Faijan Khan, Nawaz Kumari, Nidhi Lew, Carol Lew, Yen Ru Li, Haoran Li, Jihan Li, Xuanting Li, Yinglan Li, Yuxin Liao, Zhongkai Lim, Jin Ting Lim, Kai En Lim, Pei En Lim, Xian Bei Lim, Yee Teng Lim, Zi Kian Lin, Yi Tong Ling, Hee Yang Liou, Zi Yao Madan, Sahana Mui Hung Kee, Daisy Nayley, Nur Neyaz, Fahad Nur Izzah Oh, Zi Jian Ramachandra, Rashmi Rohaan, Mohd Sim, Choon Ling Teoh, Kok Ban Wang, Mengyao Wang, Ruting Wang, Yinghui Wong, Khoon Xue