Abstract:
Customer responsiveness has been conceptualized as a dimension of service performance where market intelligence
is used to meet the needs of customers. This study introduces another facet, as “the way a customer behaves towards
oneself when an employee approaches them”. Rational choice theory is applied. Conceptual model is developed
through exploratory research and the test is done through hierarchical regression model where airline passengers
were interviewed. Results show that customers are satisfied when they respond to employees and that service
performance mediates the relationship between customer responsiveness and satisfaction. A customer is an essential
part of the process in a service performance and its evaluation. Customer responsiveness is very important for
service industry that when handled properly can be an asset in the point of distribution in the aviation sector.
Managerial and research implications based on these findings are also presented.
