MEASURING CUSTOMER SATISFACTION LEVEL ON ETHIOPIAN AIRLINES SERVICE: THE CASE OF NORTHERN ETHIOPIA HISTORIC ROUTE FLIGHTS

Abstract

This study explored the level of customer satisfaction on the air transport service provided by Ethiopian airlines. The study used a descriptive survey design to obtain information on the level of perceived service quality from passengers of Ethiopian airlines in the historic routes. This historic route composed of flight from Addis Ababa via Gonder, Lalibela and Axsum. The study mainly adopted a case study approach and the respondents constituted Passengers who had used Ethiopian airlines to fly to the historic destinations of Ethiopia. The research was conducted on a cross sectional bases and lasts for one week on December 15- 21, 2013. The sample of this study consisted of one hundred nine (109) passengers. Only primary data source was used to answer the research questions. This data was mainly obtained through administering of questionnaires. This questionnaire had four basic sections grouped under airport services, onboard products and In-flight services. The data collected was analyzed by use of the frequency, percentage and correlation Analysis. The study findings indicate that among the variables tested under arrival staff assistance, check in staff attitude, check in waiting time and check in efficiency created dissatisfaction on passengers. On the other hand a significant satisfaction response was found from passengers on punctuality, flight cancelation, onboard products and in-flight staffs’ hospitability. This study contributes to existing theories of service quality and level of customer satisfaction by confirming or adding value to the relationships that are involved in customer satisfaction and service quality at Ethiopian airlines. It provides results that are useful to Ethiopian airlines to consider both ways of increasing customer satisfaction through acquiring of new aircrafts and proper management of operational as well as back office employees