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Symmetric and Asymmetric Influences of Service Quality Attributes of Low Cost Carriers Operating Domestic Routes on Overall Customer Satisfaction

Sukbin Cha 1

1순천향대학교

Excellent Accredited

ABSTRACT

Previous research investigating the relationship between service quality satisfaction attributes and the overall satisfaction of customers has been mainly based on the symmetrical analysis that improvement of individual attributes leads to improvement of customer satisfaction. This study compares the symmetric and asymmetric nature of the relationship between service quality attributes and overall customer satisfaction of low cost carriers (LCC) operating domestic routes. Research findings surveying 340 LCC customers showed that there were six dimensions (flight attendant service, in-flight convenience, baggage service, reservation and ticketing convenience, and fare) for 24 service quality attributes. In the symmetric relationship, all factors except fare positively influenced overall satisfaction However, in the asymmetric relationship based on the three-factors model of customer satisfaction, service quality factors were classified differently. Flight attendant service, in-flight convenience, and baggage were identified as “excitement factors,” whereas flight service and reservation and ticketing convenience were identified as “performance factors.” Differences between the traditional symmetric approach and the asymmetric approach using the three-factors model of customer satisfaction and the theoretical and practical implications of the findings are discussed.

Citation status

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