Analysis of key factors of customer satisfaction with airline service quality and airline ratings: A combined VIKOR-DEMATEL approach

Document Type : Original Article

Authors

1 Department of Management, Faculty of Humanities sciences, University of Gonabad, Gonabad, Iran.

2 Department of Business Administration, Imam Reza University, Mashhad, Iran.

Abstract
Purpose: This study aimed to identify the components of assessing the level of satisfaction with the quality of services provided by airlines and rank 5 airlines (Aseman, Ata, Iran Air, Zagros, and Mahan) based on the level of customer satisfaction with the quality of services provided.
Methodology: The research consists of two phases: first, identifying the components of customer satisfaction with airline service quality through a study of the subject literature and interviews with 15 experts (flight attendants and pilots). Step 2: Measure passenger satisfaction using two questionnaires completed by 30 frequent travelers. The DEMATEL technique was used to determine component weights and identify relationships among components, and the VIKOR technique was used to rank airlines. Data were analyzed using Excel and BT Vikor Solver.
Findings: Among the 20 components identified, the proportionality of the ticket price to the quality of service, the modernity of the aircraft, and the price of the ticket had the highest weight. Zagros, Ata, and Aseman airlines ranked first, Iran Air ranked second, and Mahan ranked third. In examining the relationships between components, aircraft modernity and up-to-date were identified as the most influential criteria, and services for disabled people were identified as the most influential criteria.
Originality/Value: By presenting a hybrid model of DEMATEL and VIKOR to identify and rank the components of airline service satisfaction, this research contributes to the promotion of airline managers' understanding of customers' needs and provides a suitable tool to improve service quality.

Keywords

Subjects

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