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The purpose of this paper was to determine effect of service quality and customer loyalty in selected
African airlines. The study was informed by Expectation Disconfirmation theory, Theory of Reasoned
Action and Discrepancy Theory. Explanatory survey research design was employed in the study.
The study targeted 256,254 customers drawn from 9 Airlines in Africa which included Kenya
Airways, Ethiopia Airlines, Egypt Air, Rwandair, South African Airways, Mozambique Airlines, Air
Zimbabwe, Air Tanzania and Air Namibia. Stratified and simple random sampling techniques were
used to select a sample of 750 customers. This study used questionnaires to collect data relevant to
the study. Hypotheses were tested by using Multiple Regression Analysis Model. The study findings
showed that tangibility (β=0.140 p<0.0%), reliability (β=0.204, p<0.0%), responsiveness (β=0.122,
p<0.05), assurance, (β=0.093, p<0.05) and empathy had significant and positive effect on customer
loyalty in airlines industry. This infers that in airline industry service quality is prerequisite for
customer loyalty. It is therefore paramount for the airline to ensure there are tangible and reliable
services. Moreover, managers need to enact polices which encouraged responsiveness, assurance and
empathy in airlines. |
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