Measuring service quality in the airline using SERVQUAL model: case of IAA

Abstract: Today competition is not only rife, but growing more intense constantly. However companies need to start paying keen attention to their competitors, they must understand their customers. Airlines are suffering from such competition. They have to believe customers as core concept of their business: customer satisfaction is what guarantees the future of airlines and it is achievable by an adoption between their services and passengers' needs. In another word, service quality is typically defined in terms of consumer satisfaction. The purpose of this study is to provide a better understanding of how satisfaction level among passengers within Iran Aseman Airline is and how its managers can improve their service quality. To reach to this purpose we have studied different models and uses of service quality measurement and whereas Grönroos model was founded a comprehensive model, we developed and adopted it to encompass various aspects of airlines' services. A questionnaire was designed based on literature in order to examine all seven factors of service quality in Grönroos model for airline industry. The reliability and validity was tested in a pilot scale. We inclusively inferred that passengers of IAA are not satisfied with the perceived services and it warns manager to focus on passengers' expectations. Tangibles, assurance, responsiveness, reliability, empathy, image and technical quality are seven features of the model and in all of them, passengers feel dissatisfied. Managers should treat employees, improve visually facilities and coordinate all people, departments and organizations involved with IAA services. Finally, IAA must measure passengers' satisfaction and service quality seasonally to keep the services corresponded with customers' opinions.