Effects of Max-air domestic service quality delivery and passenger’s satisfaction in .

Kabiru Hammanjoda

Department of Business Administration and Management Adamawa State Polytechnic Yola Nigeria.

Email [email protected]

And

Dr. Arora Gaurav Singh

Department of Economics and International Business Sharda University Greater Noida India.

Email [email protected]

Abstract

This paper aims to examine the effect of Max-air domestic service quality delivery and passenger’s satisfaction in Nigeria. The study used Gap analysis, where (240) domestics passengers were selected through a convenient sampling technique and a structured questionnaire was administered to the respondents in which the difference between passenger’s expectations and perceptions based on five SERVQUAL dimensions were analyzed to find the mean scores. The study revealed that the dimensions’ average scores are all negative indicating that there is a service failure in all the dimensions. Similarly, thepassenger’s expectations are higher than their perceived service quality of the airline.Therefore, it is recommended that the airline should consider redesigning their service operations in other to match with customer’s expectation in all the facet of service quality dimensions of Reliability, Assurance, Responsiveness, Empathy and Tangibility of the SERVQUAL.

Keywords: Domestic, Max-air, , Nigeria, Passenger’s, ,Satisfaction, Service quality.

1.Introduction

Max air is a charter operator based in Nigeria state rebranded from Mangal airlines in 2008. The airline operates various charter across the world with Boeing wide-body and narrow-body aircraft providing experience services for the hajj pilgrimage. It stated domestic services in 2018 in Nigeria with Boeing 737 aircraft. (CAPA,2020). The increase in demand and expectations of customers are changing as a result of the changes in the business environment. Thus, many services providers

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especially the airline industry are searching for passenger’s true needs and want in other to compete with other airlines. The most indispensable elements that determine the prosperity and success of any business is customers satisfaction (Ha Nam Khanh, 2017). Also According to Nonthapot & Nasoontorn, (2020)State, the most vital contributor to national economic growth and development is the air industry that enables not only easier and faster movement of passengers but also increased the activity of world trade and improves the quality of life. Thus, in acquiring new passengers and retaining the existing ones in such a highly competitive environment, passenger’s satisfaction is inevitable. Most studies have revealed that most of the customers share their negative experience with family and friends through word of mouth rather than complain to the service provider (Hussain, 2016). However, there is a paucity of empirical literature investigating passenger’s satisfaction especially in airline services in Nigeria (Ganiyu, 2016; Ndikubwimana and Berndt, 2016; Wali and Opara, 2012). Therefore, it is against this background that this paper examined the effects of Max-air domestic services and passenger satisfaction. The specific objective of this paper is to examine the Gap between passenger’s expectation and perception of the service quality dimension of SERVQUAL (Tangibility, Reliability, Responsiveness, Assurance and Empathy). Among domestic Max-airline passengers in Nigeria. This paper is structured into five sections. Section one is the introductory part, section two is a literature review, section three outlined the methodology, section four data presentation and analysis, section five is the results of findings and recommendation.

2.Literature review 2.1. Theoretical framework This study relies on the Gap perspective theory. The Gap theory recognized that there is a gap exist or a set of discrepancies regarding executing satisfaction and the tasks connected with service quality delivery to customers. However, this gap can be major hurdles to deliver a service that customers may perceive as being of high quality or low quality. 2.2 Conceptual issues 2.2.1. Service Quality In a highlycompetitive industry especially the airline industry, service quality has become progressively imperative for the success of any business. Thus, Punnakitikashem et al., (2000)

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suggested that to attain a competitive advantage by industries and to increase long term profitability, service quality is considered an imperative strategy for today’s business. Therefore, to build a sustainable competitive advantage and to enable the airline to retain its passengers in an intense competition satisfying passengers is not a choice any longer.(Hussain, 2016). Thus, passengers need to be satisfied to make them brand loyal. Consequently, service quality is seen as the difference between perceived service performance and the expected service quality level. (Nonthapot & Nasoontorn, 2020) 2.2.2 Service quality attributes The most widely and accepted instrument for measuring perceived service quality in marketing literature is SERVQUAL is (Parasuraman et al 1988). The instrument consists of five dimensions of (1) Tangibility, (which include the physical appearance of facilities, equipment and personnel. (2) Reliability, (consist of the ability to perform promised services independently and accurately). (3) Responsiveness, (is the willingness to help customers and provide prompt services) (4) Assurance, (This includes knowledge and courtesy of the staff and ability to inspire trust and confidence) (5) Empathy, (This is the individualized attention the industry provides to its customers).

2.2.3 Passenger expectation Passenger or customer’s expectation is usually regarded as wants or desires. Thus, what passengers as customers expect to acquire from service providers define their diverse expectations and what they feel a service provider should offer more than would offer.Parasuraman et al, (1991) suggest that understanding customer’s expectations of service delivered played a vital role in delivering satisfactory services. 2.2.4 Perceived service quality This is the extent to which a service meets a customer’s needs or expectations. Thus, perceived service quality delivery involves a comparison of expectation with actual performance and is always determined by the size and direction of the internal gaps. Also between customer expectations and management perceptions of those expectations; between service quality specifications and actual service delivery; between management perception of customer expectation and the company’s service quality specifications.

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2.3Conceptual research model

Tangibility Service Reliability expectation

Perceived Responsiveness service quality

Assurance Service perception Passenger Empathy satisfaction

Source: Adapted from Parasuraman et al (1988) 2.4 Empirical literature Customers satisfaction nowadays is being regarded as an element that is indispensable that play a very significant role in determining the prosperity and success of a business in such a fast-growing market.(Ha Nam Khanh, 2017) Geraldine & U, (2013) examined attributes of individual service quality rendered by Arik airline in Nigeria. In line with SERVQUAL dimensions, a structured questionnaire was administered on 600 respondents through a random sampling of the average weekly passengers. Data were analyzed using factor analysis and Pearson correlation coefficient. The result shows that there is a significant relationship between the airline image and service quality variables. Similarly, Wali & Opara, (2012) evaluate the impact of e-service quality experience on passengers loyalty in the Nigerian airline industry. A survey questionnaire was used through a convenient sampling in selecting airline operators and simple random sampling was applied to select a sample of 100 passengers and regression analysis was used to analyze the data. The result revealed that the reliability dimension of SERVQUAL hasan online service impact on passengers repeat purchase. However, Nonthapot & Nasoontorn, (2020) examined the effects of service quality on passengers satisfaction of Royal Jordanian airline based on modified SERVQUAL. A survey questionnaire was used through a simple random sampling on 475 respondents and multiple regression was used to test the effects of service quality on passenger

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satisfaction. The result shows that service quality is an important factor that affectspassenger’s satisfaction. 3.1 Research methodology This study aims to examine the effects of Max airline quality of service and passenger satisfaction in Nigeria. A survey design was used in which structured questionnaires were administered to Max airline domestic passengers waiting for boarding in Nnamdi Azikiwe International Airport Nigeria. A convenient sampling technique was adopted where a sample is drowned from readily available passengers. Primary data was collected through a questionnaire where the effects independent variable on the dependent variable were measured by a five-point Likert-attitude scale. The study adopted the five SERVQUAL dimensions proposed by Parasuraman et al (1988). The SERVQUAL instrument posses 22 structured and paired questions on service quality and 5 questions on satisfaction based on a five-point Likert scale from (1) strongly satisfied to (5) strongly dissatisfied. 3.2 Technique for data analysis The airline service quality delivery was assessed by the expectations and perception of passengers based on SERVQUAL dimensions and the needed assessment was carried out using a descriptive statistic of the responses of the passengers using Gap analysis. Gap according to Parasuraman et al (1988) Difference between perception (P) and expectation (E) ofcustomers. Thus, (Q= P-E) This implies that when Q is positive it signifies that customers are satisfied and customers are dissatisfied when it is negative. Q=£(Px-Ex)22X=1 Q=is customers perceived quality service, P and E represent the ratings to perception and expectations of “X” statements respectively. Adopting the five-point Likert scale anchored by the labels “strongly satisfied” (1) and “strongly dissatisfied” (5) 4. Data analysis 4.1 Demographic of the respondent The total number of respondents was 240 out of which 55% were male and 45% respondents were female as can be seen in the figure below.

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Gender (Male 55% Female 45%)

45% 55%

Figure 4.1 Pichart on Gender of the respondents Source: Field survey 2021 The educational level of the respondents was primary school represent 20%, Secondary school represent 50% while 30% of the respondents having either Diploma, Degree, Masters or PhD certificate which represent Tertiary institution as shown below;

Figure 4.2 Pichart on educational qualification of respondents Source: Field survey 2021 Out of 240 respondents,104 respondents representing 43% were between the age of 36-45 and 78 respondents representing 33% were between the age of 26-35 while 43 respondents that are 18% were between the age of 18-25 and finally, 6% of the respondents were between the age of 46 and above as shown below;

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Figure 4.3 Pie chart on Age of the respondents Source: Field survey 2021 4.4 Result for Gap analysis Airline Service quality was measured by passenger’s expectations and perceptions based on the SERVQUAL dimensions. To undertake the needed measurement a descriptive statistic on the passenger’s responses were used. Where (Q= P-E) when Q is positive it means that passengers are satisfied and when it is negative passengers are dissatisfied and there is service failure. Table 1. Descriptive statistics on airline Tangibility

Tangibility Expectation Tangibility Perception Items Mean Items Mean Gap The appearance 3.62 The appearance 3.150 -0.46667 of staff should be of staff is neat neat and and professional. professional. The physical 3.71 The physical 3.254 -0.45417 aircraft should be aircraft are attractive and attractive and visually visually appealing. appealing. Equipment in the 3.63 The equipment’s 3.192 -0.4375 plane should be in the plane are Adequate. adequate. Equipment 3.55 equipment’s are 3.167 -0.3875 should be Modern.

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Modern. Average 14.51 Average 12.763 Source: Field survey 2021

Table 1 above, revealed that in terms of Tangibility passengers expectedthat the airline to provide a service delivery level of 14.51 representing 53% but rather the airline is providing a service quality level of 12.761 representing 47%. This shows a gap of -1.747 representing (6%) lower than the expectations of the airline passengers. Thus, the Tangibles services could not be provided by the airline to satisfy passengers, this attributed to the fact that the gap between perception and expectation are all negative indicating that passengers’ perceptions fall short of expectations.

Table 2. Descriptive statistics on airline Reliability

Reliability Expectation Reliability Perception

Items Mean Items Mean Gap

When air services are When air services 3.65 3.242 -0.40833 promised it is done. are promised it is done.

Show sincere interest in Show sincere interest solving passenger’s 3.81 in solving 3.346 -0.4625 problem. passenger’s problem.

Provision of air services at Provision of air 3.64 3.333 -0.30417 the time promised. services at the time promised.

Keeping passenger’s 3.9 Keeping passenger’s 3.496 -0.40833 records correctly. records correctly.

Average 15 Average 13.417 Source: Field survey 2021. Table 2 above indicates that services provided by the airline are not up to passenger’s expectations because, both the individual and cumulative averages show a negative value,meaning that passengers expectations of reliable service delivery by the airline are beyond perceived values signifying that there was no satisfaction. Thus, the mean scores for the expectations were quite high than its perceptions with a service gap of (-1.583) falls short of the expectations of passengers.

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Table 3 Descriptive statistics on airline Responsiveness

Responsiveness Expectation Responsiveness Perception

Items Mean Items Mean Gap Information 3.78 Information is 3.521 -0.254 should be provided when provided when service will be service will be performed. performed. Provisions of air 3.68 Provisions of 3.400 -0.279 services should prompt air be prompt. services. Staffs should be 3.82 Staffs are willing 3.504 -0.317 willing to help to help passenger’s passenger’s It should be easy 3.55 It is easy to 3.271 -0.275 to access air access air services when services when needed. needed. Average 14.83 Average 13.696 Source: Field survey 2021

Table 3 above shows that the average mean scores of passenger’s expectations are so high. This indicates that passengers consider prompt services, information, air staff help and access to services. Regardless of the several means of the factors for expectation and perception, the mean score for the expectation were found to be reasonably higher than its perception for each of the factors measured this indicates that service quality is dissatisfied.

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Table 4 Descriptive statistics on Assurance

Dimension Assurance Expectation Assurance Perception

Items Mean Items Mean Gap Passengersshould 3.75 Passengers feel 3.442 -0.304 feel secure in secured in receiving receiving airline airline services. services. An adequate 3.85 An adequate 3.479 -0.371 explanation should explanation is giving be given to airline- to airline-related related problems. problems. Airline Staff should 3.81 Staffs know to 3.454 -0.354 know to answer answer passengers’ passengers’ questions. questions. Airline Staff should 3.73 Staffs are courteous 3.333 -0.392 be courteous and and polite towards polite towards passengers. passengers. Airline Staff 3.72 Airline Staff 3.258 -0.463 behaviour should behavior instills instil confidence in confidence to passengers passengers Average 18.86 Average 16.966 Source: Field survey 2021 The above table shows that generally, expectations of passengers are higher than the perceived service quality. Individual averages show negative values of gap analysis indicating that expectations of reliability service quality delivery of the airline are beyond perceived values. Thus, services provided by the airline is not up to the expectation of the passengers

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Table 5. Descriptive statistics on airline Empathy

Empathy Expectation Empathy Perception

Items Mean Items Mean Gap Airline Staff should 3.75 Airline Staff gives 3.429 -0.325 give individual individual attention attention to to passengers. passengers. Operating hours 3.7 Operating hours is 3.338 -0.358 should be convenient to all convenient to all passengers passengers Staff should have 3.73 Airline Staff has 3.325 -0.408 the passenger’s best passenger’s best interest at heart. interest at heart. Staff should give 3.79 The staff gives 3.421 -0.367 personal attention to personal attention to passengers. passengers. Staff should 3.91 Staff understands 3.571 -0.338 understand the need the need of the of the passengers. passengers

Average 18.88 Average 17.084

Source: Field survey 2021 Table 5 above revealed that Individual averages show negative values of gap analysis. This can be said that the services provided by the airline to passengers are not up to their expectation. Therefore, regardless of the various means of the factors for both expectation and perception, the mean scores for the expectation were relatively high which means that service quality is dissatisfied and negative. 5. Results of findings The paper examined the effects of Max-air domestic service quality and passenger satisfaction in Nigeria and finds that dimensions’ average scores of Tangibility, reliability, responsiveness,

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assurance and empathy are all negative indicating that there is a service failure in all the dimensions of the service quality delivery. This means that passenger’s expectations are higher than their perceived service quality of the airline. The negative scores show that passengers are dissatisfied because they expect more than what offered in terms of service delivery. 5.1 Conclusion and Recommendation This paper concluded that passengers expectations are higher than the perceived service quality. Similarly, the negative scores indicates that passenger are not satisfied in all of the five SERVQUAL dimensions. It is recommended that Max-airline is required to consider redesigning and repackaging its operations to match with passenger’s expectations. Similarly, this can be done by improving all the SERVQUAL dimensions. However, the airline should revisit and check the general behaviour of airline staff and their knowledge level in answering passenger’s queries and the safety of passengers. Therefore, passengers will be compelled virtue of superior service to stay than to switch to another airline for better services. References CAPA (Centre for aviation 2020) https://centreforaviation.com/data/profiles/airlines/max-air-nigeria-vm Assessed on April 30, 2021. Ganiyu, R. A. (2016). Perceptions of Service Quality: An Empirical Assessment of Modified SERVQUAL Model among Domestic Airline Carriers in Nigeria. Acta Universitatis Sapientiae, Economics and Business, 4(1), 5–31. https://doi.org/10.1515/auseb-2016-0001raldine, O., & U, C. D. (2013). Effects of airline service quality on airline image and passengers ’ loyalty : Findings from Nigeria passengers. 4(2), 19–28. https://doi.org/10.5897/JHMT2013.0089

Ha Nam Khanh, G. (2017). Customer satisfaction of Vietnam Airline domestic service quality. International Journal of Quality Innovation, 3(1), 1–11. https://doi.org/10.1186/s40887-017-0019-4

Hussain, R. (2016). The mediating role of customer satisfaction: evidence from the airline industry. Asia Pacific Journal of Marketing and Logistics, 28(2), 234–255. https://doi.org/10.1108/APJML-01-2015-0001

Ndikubwimana, P., & Berndt, A. (2016). Service Quality and Customer Satisfaction among Bank Clients in Rwanda. British Journal of Economics, Management & Trade, 13(4), 1–11. https://doi.org/10.9734/bjemt/2016/26149

Nonthapot, S., & Nasoontorn, A. (2020). The effect of the service quality on passengers’ satisfaction. Management Science Letters, 10(15), 3717–3722. https://doi.org/10.5267/j.msl.2020.6.021

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Punnakitikashem, P., Buavaraporn, N., & Maluesri, P. (2000). Health Care Service Quality : Case Example of a Hospital with Lean Implementation. 2–6.

Wali, A. F., & Opara, B. C. (2012). E-Service Quality Experience and Customer Loyalty: An Emphasis of the Nigeria Airline Operators. European Journal of Business and Social Sciences, 1(9), 118–125.

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