Customer Perceptions of Overall Service Quality (Low-cost Carriers in Saudi Arabia)

Abstract

The civilized and industrial development in The Kingdom of Saudi Arabia, through achieving the 2030 vision and creating a suitable environment for business, has attracted a lot of investments, businesses, and enterprises, which have created a highly competitive environment. This competitive environment has led company managers to search for ways to ensure continuity and superiority over their competitors. This research aims to assist people with interest in low-cost carriers (LCCs) in Saudi Arabia such as managers of LCCs and other stakeholders by providing them with information on the travelers’ perceptions that might be overlooked and could help to find solutions that lead to increase customer satisfaction and improve performance of the firm, or to abolish activities that could damage the reputation and performance. Survey questionnaires were distributed to 111 participants in The Kingdom of Saudi Arabia to assess their perceptions of overall service quality via applying modified SERQUAL model on LCCs (LCCSQUAL). Data were analyzed using SPSS software; it was found that there are several SERQUAL dimensions that need to be improved especially those items with the lowest scores. The research concludes with providing some proposals that may assist managers and interested readers in achieving their goals towards sustainability.