The Effects of Service Quality on Customer Satisfaction in the Airline Industry in Tanzania A Case of Air Tanzania Company Limited

Abstract

This study aimed to assess the effect of service quality on customer satisfaction in Air Tanzania Company Limited (ATCL) with a specific focus on the influence of tangible elements, personal services, and airline image. The study adopted a theoretical framework based on the Expectancy Disconfirmation Theory and the AIRQUAL Model for understanding the relationship between service quality and customer satisfaction. To achieve the study's objectives, a cross-sectional research design was employed, allowing for the collection of data from a diverse sample of ATCL customers. The sample was selected using a combination of simple random sampling and purposive sampling techniques. A total of 302 ATCL customers and 8 supervisors from ATCL participated in the study, providing valuable insights into their perceptions of service quality and its effect on their overall satisfaction. Data collection was done through structured questionnaires and face-to-face interviews. The data was analyzed using binary logistic regression in IBM SPSS Statistics 23, and thematic analysis through MAXQDA. The study's findings revealed compelling evidence of the significant influence of tangible elements, personal services, and airline image on customer satisfaction in ATCL and also implied a mismatch between customers' perceptions of the airline's service quality and customer expectations. To maintain service quality standards, collaboration between policymakers and ATCL management is crucial to establishing guidelines as well as conducting regular audits, allocating enough resources for tangible improvements, investing in employee training for better customer interactions, and engaging with customers on social media platforms.