Customer Satisfaction Delivery In Airline Industry In Malaysia: A Case of Low Cost Carrier

This paper investigates the level of customer satisfaction among the customers who fly with Air Asia, a budget airline in Malaysia. The factors which investigated are the price offered, pre-flight services, customer relationship management, cabin environment and in-flight services. The independent variable is customer satisfaction. A quantitative approach with Pearson correlation and multiple regression analyses were deployed to study the relationship between the independent variables and dependant variable. The findings reveal that there is no relationship between the price offered by Air Asia and the satisfaction level of the customers. The factors such as the pre-flight services, customer relationship management, cabin environment and in-flight services on Air Asia have shown positive significant relationship with customer satisfaction. It looks like that Air Asia customers are no longer view the price as an issue as they are already enjoying currently. The customers are now focusing their attention on the quality of pre-flight services, customer relationship management, cabin environment and in-flight services offered by Air Asia, which seems to be affecting their customer satisfaction levels. Therefore, the management of Air Asia Berhad should focus their resources towards delivering customer satisfaction.