An Evaluation of the Service Quality for Local Flights in Terms of Importance and Satisfaction of the Philippine Airlines, Incorporated

Abstract

Dissatisfaction in a company’s service leads to customer turnover. The tendency is for the customers to switch to more customer-driven and committed service organizations. On the other hand, efficient service means quality service, which in turn leads to customer satisfaction and loyalty. This study aimed to assess the quality of service Philippine Airlines provided to its customers, and to evaluate the satisfaction of the customers with the service provided to them by the airline. The study also aimed to identify the service areas of PAL which are already efficient and should be maintained, and which service areas are to be improved. Moreover, the study aimed to give recommendations towards quality service for customer satisfaction. Respondents of the study involved domestic passengers whose destinations were Butuan, Cotabato, Dipolog, Kalibo, and Tagbilaran. A survey-questionnaire was adapted from the instrument PAL uses in its customer satisfaction surveys to determine the service efficiency of the airline in the areas of reservations, ticketing, check-in, predeparture, aircraft interiors, food, cabin crew, inflight announcements, and baggage. Furthermore, the survey-questionnaire measured the satisfaction of the passengers in each of the service areas. Results showed that PAL should maintain service efficiency in the areas of checkin, pre-departure, cabin crew, and inflight announcements. Results also indicated that PAL should improve its service efficiency in the areas of aircraft interiors, food, and baggage retrieval.