ENHANCING AIRLINE PASSENGERS’ SATISFACTION THROUGH SERVICE QUALITY: THE IMPORTANCE OF THE “HUMAN FACTOR”

Abstract

The aim of this paper is to investigate the effect of service quality dimensions to overall satisfaction in the Greek airline industry. Data were collected through field research among 300 respondents, who have used a specific airline industry recently. Data analysis using structural equation modelling suggests that the performance of in-flight attendants and ground-service personnel are important factors in determining perceptions of service quality and overall satisfaction, together with reliability and satisfactory pricing arrangements. These “human factors” are shown to play a role both directly and indirectly in determining customer satisfaction in the airline context.