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.
