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A study on the factors affecting customer satisfaction in online airline services

With the growing importance of the internet in business, the quality of online services is playing an increasingly important role in determining customer satisfaction. One of the problems of many airline industries is how to measure customer satisfaction regarding their experience of using online services. This study seeks to determine factors affecting customer satisfaction with online airline services. The study adapts SERVQUAL and Nusair and Kandampully's model to determine factors that affect online airline service customers. Five service quality factors were selected: tangibility, information quality, responsiveness, trust and personalisation. Data collected through a web-based survey of 213 online airline service users suggest that three service quality factors - tangibility, trust and personalisation - have significant influences on customer satisfaction. This study provides a contribution to both theory and practice.