FACTORS AFFECTING SERVICE QUALITY ON CUSTOMER SATISFACTION. THE CASE OF ICAS (INTERNATIONAL CARGO AND AVIATION SERVICES)

Abstract

Service quality has become the most important factor for the success and survival in airline industry and also to differentiate one airline from other competing airlines. In many services rendering organization service quality is major concern for organizations. Service quality is the most important structure in service marketing. Sustainable survival of an organization depends on its customers. The main purpose of this study is to assess service quality and improve customer satisfaction in international cargo and aviation services. The researcher used questionnaire in order to collect data about service quality in ICAS. In design the questioner four service quality dimensions have been used which are resources related, process related, management related and outcome dimensions. The researcher used convenient sampling method in order to select the sample from the population. A total of 311 questioners were collected from customers. The data analysis was conducted through statistical techniques such as descriptive statistics, and inferential statistics using SPSS version 20. The finding indicates that service quality of the organization is poor. Based on the result of the correlation, it shows that process related and outcome related service quality dimensions have significant and strongly correlated with customer satisfaction. customer satisfaction is primarily predicted by higher level of process related and outcome related quality dimensions, and to a lesser extent by resource related and management related quality dimensions in ICAS Cargo. From the study it is concluded that customer are not satisfied with the perceived service. The most important recommendation is that customers forward in order to increase service quality is that the employees must give the right appointment time, organization must carefully manage customer’s data, the organization must also work on employee’s capacity building, the demurrage payment must be fair and finally many customer suggested that the organization must minimize the number of lost or damaged goods. Moreover consistent problems with on-time delivery can cause issues that affect many other areas of a company’s supply chain.