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All Journal International Journal of Accounting & Finance in Asia Pasific
Johari, Norazirah Binti
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Assessing the Impact of Service Quality Dimensions on Customer Satisfaction in Southeast Asia’s Low-Cost Airline Industry Abdul Mohsin, Ainul Mohsein Binti; Ali, Anees Jane; Faisal Ansori, Nor Fazlina Binti; Zulkifli, Nor Qurratul Najwa Binti; Johari, Norazirah Binti; Zainal, Norfarizazetie Binti; Abdul Aziz, Norfatihah Binti; Kee, Daisy Mui Hung
International Journal of Accounting and Finance in Asia Pasific (IJAFAP) Vol 8, No 3 (2025): October 2025
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/ijafap.v8i3.4212

Abstract

Customer satisfaction has become a crucial determinant of success and sustainability for low-cost airlines in Southeast Asia, particularly in the post-pandemic era. This study aims to analyze how service quality dimensions (tangibility, reliability, responsiveness, assurance, and empathy) influence passenger satisfaction within the low-cost aviation sector. A quantitative research design was employed using survey data collected from 175 AirAsia passengers. Data were analyzed through descriptive and multiple regression analysis. The model explains 42.5% of the variance in customer satisfaction (R² = 0.425), confirming the significant role of service quality in shaping passenger perceptions. Regression results reveal that empathy (? = 0.265, p 0.001) is the most influential factor, followed by tangibility (? = 0.233, p = 0.002) and reliability (? = 0.165, p = 0.047). Assurance (? = 0.159, p = 0.032) also exerts a positive, albeit smaller, effect. These findings affirm the applicability of the SERVQUAL model in the aviation context and underscore the strategic importance of improving interpersonal engagement, operational reliability, and service consistency. The study contributes theoretically by validating SERVQUAL in a cost-sensitive market and practically by offering insights to enhance passenger satisfaction in low-cost airlines
Co-Authors Abdul Aziz, Norfatihah Binti Abdul Mohsin, Ainul Mohsein Binti Ali, Anees Jane Faisal Ansori, Nor Fazlina Binti Kee, Daisy Mui Hung Zainal, Norfarizazetie Binti Zulkifli, Nor Qurratul Najwa Binti