An Integrated Analysis of Key Factors Influencing Customer Satisfaction in Asian Low-Cost Airlines

Sheue Hui Lim (ViTrox College)
Minakshi Tripathi (Amity University Madhya Pradesh)
Yin Ting Lim (Universiti Sains Malaysia)
Yu Xin Lim (Universiti Sains Malaysia)
Zi Jun Lim (Universiti Sains Malaysia)
Jun Liang Liu (Universiti Sains Malaysia)
Saurya Pratap Singh Sengar (Amity University Madhya Pradesh)
Bhavnidhi Kansal (IMS Ghaziabad)
Daisy Mui Hung Kee (Universiti Sains Malaysia, Penang, Malaysia)

International Journal of Tourism and Hospitality in Asia Pasific
Vol 9, No 1 (2026): February 2026

The rapid growth of low-cost carriers (LCCs) has intensified competition in the airline industry, making customer satisfaction a critical determinant of long-term sustainability. AirAsia, as a leading low-cost airline in the ASEAN region, must continuously understand the factors shaping passenger satisfaction. This study aims to examine the influence of service quality, price, convenience, and Customer Relationship Management (CRM) on customer satisfaction with AirAsia. A quantitative research design was employed using an online survey administered via Google Forms. Data were collected from 150 AirAsia passengers in Asia and analyzed using multiple regression analysis in SPSS. The results indicate that CRM has the strongest positive effect on customer satisfaction (? = 0.427, p 0.001), followed by price (? = 0.366, p 0.001) and service quality (? = 0.168, p 0.05). Convenience shows a positive but statistically insignificant relationship with customer satisfaction (? = 0.059, p 0.05). These findings suggest that relational and value-based factors play a more decisive role than functional convenience in the low-cost airline context. The study concludes that prioritizing CRM initiatives, alongside competitive pricing and consistent service quality, is essential for enhancing customer satisfaction and sustaining competitive advantage in the airline industry.