1

LEVEL OF SATISFACTION IN AIRLINE INDUSTRY

INTRODUCTION

The airline industry is one of the major economic drivers for prosperity, development and
employment in any country, as we know it. The rapid expansion of the airline industry in the
Philippines has been shown in the increase of air traffic and airline companies operating in the
Philippines, be it local or international flights. To date, there are 34 foreign and local airlines in the
Philippine. In Region two alone, there are four airline companies operating, namely: Cebu pacific,
Philippine Airlines, Sky Pasada and North Sky Air Inc.

In any business, satisfying the customer is the ultimate goal or objective of any marketer. Excellent
passenger satisfaction is one of the greatest assets for air business in today’s competitive
environment. Passenger satisfaction service arises when a company can provide passengers
with benefits that exceed passengers‟ expectation and this is considered value-added. If
customers are satisfied with the product or service which the company is providing then they will
buy more, and do air travels so more often. Passenger gratification is an essential goal for each
airline providing passenger services. The on board experience is still something special for the
customer. The customers have a wide choice to select the suitable airline product according to
their requirements. Therefore, Airlines Companies are continuously working on the in-flight
product development and innovation to differentiate themselves from their competitors. There are
many factors that can help an Airlines Company to build its customer base, and passenger service
and satisfaction can be a determining factor in the success of an entire operation.

In our study we will be finding the level of customer satisfaction in Airlines. What are the factors
which lead to customer satisfaction? To know whether, there is a significant difference of the level
of satisfaction when customers are grouped according to sex and employment? This is a growing
industry that plays a vital role in the economic development of the region and would help service
delivery or business opportunities.
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DEDICATION

We, the researchers, want to dedicate this study to our parents and to our friends who shows their
moral support spiritually, mentally and financially. We are grateful that our parents are
unconditionally shows their support and always encourages us until we finished this study. We
will always appreciate our teachers who molded and teach us to finish this paper of us. To our
adviser, Ma’am Gladys Tumbali who is always there for us whenever we are seeking for help, for
always guiding us in the process and showing her ideas. We also give special thanks to our co-
researchers who is there for us in entire period. And to Almighty God, who is always giving us
hope, faith and courage to sees that nothing is impossible with Him.
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ACKNOWLEDGEMENT

This study won’t be done and completed without the help of the following:

To our Vice President for Academics, Dr. Emmanuel James Pattaguan and our Dean, Mrs. Alicia
S. Tuliao, MBE, for their valuable support towards the fulfillment of this study.

To our research adviser, Mrs. Gladys Tumbali who always here for us to share her ideas, giving
advises and guiding us to the things needed to accomplish this study.

To our parents and friends who shows their unconditional support and encouragement and giving
their ideas that is very helpful to us.

To our respondents who willingly accepted to answer our questionnaire.

Above all, we cannot accomplish all of these without the help of Almighty God, who is always
giving us hope, faith and courage to sees that nothing is impossible with Him.
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Research Objectives/Questions

The study aims to investigate the level of satisfaction in Airline Industry. Specifically, it
aims to answer the following:

1. What is the profile of the respondents in terms of:

a. Age Group
b. Gender
c. Employment Status
d. Frequency of using airline for transportation.
e. What are the main purposes of travel
2. What are the levels of satisfaction among Airline customers?
3. Is there a significant difference on the level of satisfaction of customers when grouped
according to sex and employment

Hypothesis

The researchers want to hypothesize the following:

1. There is no significant difference on the level of satisfaction of customers when grouped

according to sex and employment

Significance of the Study

The findings of the study will help the researchers to know the factors affecting the level of
satisfaction in Airlines Industry operating here in Tuguegarao City, Cagayan. For the company to
improve their services so that it will increase the demands of airlines consumers. For the people
engaging themselves in the world business, they will be able to look at the wide scope of
opportunities in aviation related business. This study will also contributes and will serve as a guide
to help the Cebu Pacific Airlines to wide spread their services regarding improvements,
developments and creating relationship to the customers.

Literature Review

Conceptual Framework

The low cost business model is said to have started by Southwest Airlines in the US in the
early 1970s (Rhoades, 2006). The success of this business model has then been the inspiration
to other low cost airlines around the world, such as Ryan Air and EasyJet in the UK, Air Asia,
Jetstar Airways, Cebu Pacific, and Pegasus Airlines in Asia. The emergence of low cost airlines
in South-East Asia began in early 2000s. As earlier mentioned, the development was spurred by
the deregulation and liberalization of the aviation industry in the region (Saha and Theingi, 2009).
While the traditional full service airlines’ business model is based on differentiation strategy
(Tiernan et al., 2008), the low cost airlines focused on price leadership (Tiernan et al., 2008; Wen
and Yeh, 2010). Saha and Theingi (2009) pointed out that the emergence of low cost airlines has
raised concerns on how satisfied are the customers with the services provided. Studies into
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customer satisfaction in aviation industry have largely examined the aspect of service quality
(Bamford and Xyztouri, 2005; Nejati et al., 2009; O’Connell and Williams, 2005; Pitt and Brown,
2001; Saha and Theingi, 2009; Tiernan et al., 2008; Wan and Hui, 2005) and travelers’ satisfaction
with airlines’ services (Atalik, 2009; Clemes et al., 2008). The aviation industry has been identified
as one of the more intangible service industries (Clemes et al., 2008) and plays an important role
in the global economy (Tiernan et al., 2008).

Review of Related Literature

Airlines Operating in Tuguegarao City, Cagayan Valley, Philippines

Nestled in the heart of the Cagayan Valley, Tuguegarao Airport serves the area of
Tuguegarao City in the Cagayan province of the Philippines. Under the Air Transportation Office
of the Philippines, it is classified as a major commercial domestic airport. It currently operates with
three local airlines: Air Philippines, Cebu Pacific, and Philippine Airlines.Tuguegarao Airport
consists of just one terminal, with all flights connecting to Ninoy Aquino International Airport in the
capital city of Manila. The terminal is a single-level facility, and arrivals and departures are situated
on the ground floor.The Airport has an Arrival hall, and the Departure hall consists of check-in
counters and a waiting area for departing passengers. There is apasalubong (snack) stall here
for visitors to buy last-minute traditional Philippine bites before taking off. According to Lorraine
Rew, 2010. Airlines operating in Tuguegarao City are Cebu Pacific, Philippine Airlinesoperated
by PAL Express, Sky Pasada, and Northsky Air.The Tuguegarao city Domestic Airport is a
modem facility at 21.036 meters or 69 feet above sea level and is capable of servicing a 737 jet
plane small aircraft’s helicopters and army cargo planes also utilize the airport. Cebu Pacific and
Air Philippines are the available domestic airlines companies that provide daily nights to the city.
(http://www.govisitphilippines.com/blog.php).

Cebu Pacific doesn't have staffs that properly handle passenger complaints and it has
poor ground service. (Dorcan, 2016).From Whiston (2016), this airline is always delayed. It is
delayed so often that they should just change all of the flight times to account for the delays.
Additionally, their website is setup so that there are several extra charges added if you are not
paying attention (food, insurance, donations). This airline must not be recommended unless you
have all day to take a one hour flight. The in-flight entertainment is virtually non-existent, but there
are a few giveaways and games that the cabin crew randomly does once in a while. Overall,
decent airlineshould be recommended for people looking for cheap, reliable rides. (Quedahm,
2017).

In the Philippine Airlines, it never dealt with an airline and airport as bad as PAL Express,
plenty of staff but no co-ordination in what they are doing. Passengers’ flight to Caticlan from
Manila was cancelled. Trying to get a refund was impossible. Trying to book to go somewhere
else was impossible - 3 hours waiting at one desk to be told to go to another. Despite being
directed to the first desk by check in staff. (Wallace, 2015). For Binas (2013), first leg was on
Airphil while the second was with PAL. Both offered snacks on board and very good value for
money.

For Fetish (2004) stated that considering Sky Pasadaas another alternative going to
Basco. The findings are SEAIR's rates for December are super hijack and the destinations don't
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even appear as menu for online booking (Fetish, 2004). Recently, the Sky Pasada showed that
it is now one of the local airlines in the Philippines with an online booking and reservation system
upgraded its booking system by acquiring the services of Videcom, a British company, to work on
its online reservation systems. (Ruby 2015)

Northsky Air Inc. prides itself with customer satisfaction grounded on safety and comfort
of passengers, and flexible, customized services fit for the variety of needs. With a growing
dynamic and dedicated team, it envisions itself as being the leading provider of air charter services
in Luzon. Northsky Air Inc. is located at the Tuguegarao Airport, Tuguegarao City Cagayan.(De
Leon and Nastor, 2012 ).Northsky Air offers regular flights from Tuguegarao to Basco and Itbayat
in Batanes, and Palanan and Maconacon in Isabela (vice versa). Aside from regular flights,
Northsky Air Inc provides a variety of charter services including charter flights to any destination
in the Philippines, medical evacuation flight or air transportation service, cloud seeding, aerial
mapping, or simply for sightseeing. (Fabian, 2014).

Level of Satisfaction among Airlines

Service quality in the airline industry is related to the ability of the airline providers to
transport passengers to their required destinations while providing excellent standards of service
(Rhoades & Waguespack, 2008) during the various interactions between passengers and airline
employees, as well as anything that is likely to influence passengers' perceptions, such as the
airline's image (Gursoy et al., 2005) towards attaining the highest level of passengers' satisfaction.
Service quality is an important subject in both the public and private sectors, in business and
service industries (Zahari et al., 2008). Satisfaction then is viewed as an independent construct
whose antecedent is service quality. Service industry providers have become increasingly aware
of the need to provide high quality service in order to compete in a fast changing environment
(Nadiri, 2008). . In another study on airline industry Steven, Dong, &Dresner (2012) demonstrated
that the relationship between three factors of service, satisfaction and performance is non-linear
and can identify the optimal point in which the company can get maximum profit at a specified
customer service and satisfaction.

Empathy is allied to how a company cares and provides individualized attention to their
customers in order to make the customers feel valued and special (Norazah, 2013) Consumers
might experience a high level of satisfaction that consists of both positive feelings (e.g., pleasure,
happiness) and negative ones (e.g., sadness, regret). Therefore, a service is of value to an
individual consumer if it makes his/her life pleasurable, more tranquil, safe and/or harmonious
(Thuy&Hau, 2010). Finding research by Ahmed, Kumar (2010), Nadiri, (2013), Norazah (2013)
found that empathy has a significant relationship with customer satisfaction.

Consumers perform wide-ranging reviews encompassing instore information, product

advertising, product information signs, packaging, and point of purchase displays (Laroche,
Cleveland, & Browne, 2004).Discoveries of prior research work by Kumar, Mani, Mahalingam,
and Vanjikovan (2010), and Norazah (2013) noted that tangibles significantly influence customer
satisfaction. Specifically, Nadiri, Hussain, Ekiz, and Erdogan (2008) found that airline tangibles
were the most significant factor that affected customer satisfaction, followed by terminal tangibles.
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According to Driver, (2016) he looked into the development of airline marketing practices
and activities. Products/services, provision of routes, seat allocation and types, in-flight and
ground-based services, the price structure, distribution channels and promotion are the current
marketing activities and an excellent marketing strategy is the key to the airline’s competitive
success. Many airline companies were found to be actively engaged in the development of
branding strategies integrating their services through first establishing identities and images for
their both employees and customers.

Shin and Elliott (2001) concluded that, through satisfying customers, organizations could
improve profitability by expanding their business and gaining a higher market share as well as
repeat and referral business.

Research Paradigm

Individual Variable Direct Variable

Profile of the respondents:

a. Age Group
b. Gender
c. Employment Status Level of Satisfaction in
d. Frequency of using Airlines Industry
airline for
transportation.
e. Main purposes of
travel

Figure 1

The diagram shows how independent variables which is the profile of the respondents that
includes age, sex, employment status, frequency of using airline for transportation and main
purposes of travel which may affect the dependent variable on the level of satisfaction in Airlines
Industry.

METHODS

Research Design
This research will utilize descriptive quantitative research design.

Locale of the Study

The study will be conducted within Tuguegarao City, Cagayan.
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Respondents of the Study

The respondents of the study will be the persons whose age are 18 and above and who
often use flight services. The researchers will use Purposive Sampling technique, randomly
intercepted and administered fully structured questionnaires to target respondents.

Data Gathering Tool

The researchers will use an adapted questionnaire from Airline Quality Rating by Purdue
University https://purdue.ca1.qualtrics.com/jfe/form/SV_cIbbrRio8kL3eTP
The questionnaire will be composed of two parts. The first part will be about the profile of
the respondents. The second part will be the rating of services among the airlines.

Data Procedure
The Researcher wants to gather all respondent in airport through his/her past experience
if how the Airlines manipulate or handle their services for the passengers. Researcher will
administer questionnaire.

Data Analysis
The data that will be gathered and will be analyzed using descriptive statistics such as
Frequency count and percentage to describe the profile of respondents. Frequency count,
percentage and mean will be used to analyze the ratings of the services. T-test and ANOVA will
be employed to determine the significant difference on the ratings on the factors affecting the level
of satisfaction when grouped according to profile variables.

RESULTS
Gender

Cumulative
Frequency Percent Valid Percent Percent
Valid Female 44 44.0 44.0 44.0
Male 56 56.0 56.0 100.0
Total 100 100.0 100.0

Table 1.1 Profile of Respondents According to Gender

Table 1.1 shows that a total of 100 respondents were interviewed and majority of the respondents
were male having a total percentage of 56% while only 44% of the total population were female.
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Table 1.2 Profile of Respondents According to Age Group

Age Group
Cumulative
Frequency Percent Valid Percent Percent
Valid 18 to 20 24 24.0 24.0 24.0
20 to 35 41 41.0 41.0 65.0
35 to 50 29 29.0 29.0 94.0
50 and
6 6.0 6.0 100.0
above
Total 100 100.0 100.0

Table 1.2 shows that a total of 100 respondents were interviewed and majority of the
respondents were on the ages 20-35 years old having a percentage of 41%. The lowest
percentage goes to the age group 50 and up having a percentage of 6%. Age group 18-20 having
24% and age group 25-50 having 29%.

Table 1.3 Profile of Respondents According to Employment

Employment
Cumulative
Frequency Percent Valid Percent Percent
Valid Yes 76 76.0 76.0 76.0
No 24 24.0 24.0 100.0
Total 100 100.0 100.0

Table 1.3 shows that a total of 100 respondents were interviewed and majority of the
respondents were employed having a percentage of 76%. 24% of the respondents however were
unemployed.
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Table 1.4 Profile of Respondents According to Purpose

Purpose
Cumulative
Frequency Percent Valid Percent Percent
Valid Business 20 20.0 20.0 20.0
Medical 11 11.0 11.0 31.0
Holiday 21 21.0 21.0 52.0
Visiting friends
48 48.0 48.0 100.0
and families
Total 100 100.0 100.0

Table 1.4 shows that a total of 100 respondents were interviewed and majority of the
respondents’ purpose was to visit relatives having a percentage of 48%. 21% of the total
population travels because of holidays. 20% of the respondents travel because of business
purposes and the lowest percentage go to respondents having medical purposes having a
percentage of 11%.

Table 1.5 Profile of Respondents According to Number of Flight

Number of Flight
Cumulative
Frequency Percent Valid Percent Percent
Valid 1 to 6 85 85.0 85.0 85.0
7 to 12 15 15.0 15.0 100.0
Total 100 100.0 100.0

Table 1.5 shows that a total of 100 respondents were interviewed and majority of the
respondents had engaged to a number of 1 to 6 flights having a percentage of 85% while 15% of
the respondents had 7 to 12 number of flights.
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Table 2 Levels of Satisfaction

Factors Level of Satisfaction Modal

1 2 3 4 5 Interpretation
Waiting Time 6 11 54 29 0 Average
Check-in efficiency 1 10 62 27 0 Average
Self-enthusiasm and 2 3 56 39 0 Average
attitudes
Problem-solving skills 0 9 67 24 0 Average
Boarding system 1 10 59 30 0 Average
efficiency
Assistance during 0 8 50 42 0 Average
boarding
Boarding priority 0 15 44 41 0 Average
(Travelling families
with children, sick
people, disability)
Communication Skills 3 7 52 38 0 Average
Grooming and 0 4 46 50 0 High
appearance of staff
Cabin-services 2 7 57 38 0 Average
efficiency
Cabin presence thru 0 4 61 35 0 Average
flights
Friendliness of staff 1 11 42 46 0 High
Staff interaction with 1 7 61 31 0 Average
passengers
Staff enthusiasm and 0 5 57 38 0 Average
attitudes
Total service 0 7 72 21 0 Average
consistency
Standard of transfer 0 11 63 26 0 Average
service
Boarding comfort 0 8 63 29 0 Average
Cleanliness of Cabin 1 6 62 31 0 Average
Value of Money 3 13 56 28 0 Average
Total Product 0 3 69 28 0 Average
Consistency
Staff Assistance 0 6 56 38 0 Average
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Bag Delivery Times 1 7 72 20 0 Average

Flight Schedules 0 8 62 30 0 Average
Airfares 0 8 68 24 0 Average
Booking System 1 10 53 36 0 Average
Product and Service 1 7 62 30 0 Average
Information
Customer Service 0 6 58 36 0 Average
Adequacy of 0 4 61 35 0 Average
Information
Timeliness of 0 3 65 32 0 Average
Information
Courtesy of 0 6 63 31 0 Average
Reservation Staff
Helpfulness of 0 4 58 38 0 Average
Reservation Staff
Ticketing Efficiency 0 11 66 23 0 Average
Efficiency of 0 8 62 30 0 Average
confirmation flights
Speed of Check – In 1 16 58 25 0 Average
Courtesy of Check – 0 17 58 25 0 Average
In Staff
Friendliness of Check 2 9 56 33 0 Average
– In Staff
Efficiency of Check – 2 4 64 30 0 Average
In Staff
Departure Time 2 8 59 31 0 Average
Information during 0 10 58 32 0 Average
delays
Care during delays 2 22 47 29 0 Average
Efficiency of 1 9 62 28 0 Average
connections while in
transit
Courtesy of Crew 2 8 48 42 0 Average
Friendliness of Crew 0 8 46 46 0
Efficiency of Crew 0 5 50 45 0 Average
Quality of Food 0 8 72 20 0 Average
Timeliness of food 2 17 50 31 0 Average
Service
In – Flight 2 19 55 24 0 Average
Entertainment
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Comfort of Seat 0 7 57 36 0 Average

Amount of Leg Room 0 16 64 20 0 Average
Amount of Cabin 0 11 67 22 0 Average
storage space
Cleanliness of 0 7 66 27 0 Average
washrooms/toilets
Attractiveness of 1 8 69 22 0 Average
Aircraft interior
Efficiency in tagging 1 17 60 22 0 Average
traveller’s baggage
Safety of baggage 0 23 63 14 0 Average
Misplacing baggage 9 22 51 18 0 Average
Compensation of lost 5 26 56 13 0 Average
baggage

Table 2 above shows the satisfaction rating of the respondents on the different services
of the airline industry. Each airline industry service was rated from 1 to 5 as 1 being the lowest
rating and 5 being the highest. Majority of the respondents evaluated their satisfaction in airline
industry service at average. Respondents showed a high satisfaction rating on grooming and
appearance of staff and friendliness of staff.

Table 3: Significant Difference between the gender of the respondents and level of
satisfaction

Factors Mann-Whitney p-value Decision at 0.05

(z-value)
Waiting Time -0.169 0.866 Not Significant
Check-in efficiency Not Significant
-1.037 0.300
Self-enthusiasm and Not Significant
attitudes -1.147 0.251
Problem-solving skills -1.309 0.191 Not Significant
Boarding system Not Significant
efficiency -0.369 0.712
Assistance during Not Significant
boarding -0.993 0.320
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Boarding priority
(Travelling families with
-0.443 0.658 Not Significant
children, sick people,
disability)
Communication Skills -1.285 0.199 Not Significant
Grooming and Not Significant
appearance of staff -1.268 0.205
Cabin-services Not Significant
efficiency 0 1
Cabin presence thru Not Significant
flights -0.435 0.664
Friendliness of staff -0.721 0.471 Not Significant
Staff interaction with Not Significant
passengers -0.999 0.318
Staff enthusiasm and Not Significant
attitudes -1.227 0.220
Total service Not Significant
consistency -0.482 0.630
Standard of transfer Not Significant
service -0.869 0.385
Boarding comfort -0.991 0.322 Not Significant
Cleanliness of Cabin -0.235 0.814 Not Significant
Value of Money -0.966 0.334 Not Significant
Total Product Not Significant
Consistency -0.452 0.651
Staff Assistance -1.377 0.168 Not Significant
Bag Delivery Times -0.649 0.516 Not Significant
Flight Schedules -0.446 0.656 Not Significant
Airfares -0.373 0.709 Not Significant
Booking System -0.596 0.551 Not Significant
Product and Service Significant
Information -2.338 0.019
Customer Service -0.662 0.508 Not Significant
Adequacy of Not Significant
Information -1.264 0.206
Timeliness of Not Significant
Information -0.751 0.453
Courtesy of Not Significant
Reservation Staff -0.246 0.806
Helpfulness of Not Significant
Reservation Staff -1.219 0.223
Ticketing Efficiency -0.785 0.433 Not Significant
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Efficiency of Not Significant

confirmation flights -1.102 0.270
Speed of Check – In -0.772 0.440 Not Significant
Courtesy of Check – In Not Significant
Staff -0.51 0.610
Friendliness of Check – Not Significant
In Staff -0.626 0.531
Efficiency of Check – In Not Significant
Staff -1.178 0.239
Departure Time -0.27 0.787 Not Significant
Information during Not Significant
delays -0.633 0.527
Care during delays -1.425 0.154 Not Significant
Efficiency of Not Significant
connections while in
transit -0.38 0.704
Courtesy of Crew -1.554 0.120 Not Significant
Friendliness of Crew -1.045 0.296 Not Significant
Efficiency of Crew -0.627 0.530 Not Significant
Quality of Food -1.484 0.138 Not Significant
Timeliness of food Not Significant
Service -0.928 0.353
In – Flight Not Significant
Entertainment -0.72 0.471
Comfort of Seat -0.151 0.880 Not Significant
Amount of Leg Room -0.571 0.568 Not Significant
Amount of Cabin Not Significant
storage space -0.306 0.760
Cleanliness of Not Significant
washrooms/toilets -0.401 0.689
Attractiveness of Not Significant
Aircraft interior -0.09 0.929
Efficiency in tagging Not Significant
traveller’s baggage -0.76 0.447
Safety of baggage -0.98 0.327 Not Significant
Misplacing baggage -1.16 0.246 Not Significant
Compensation of lost Not Significant
baggage -1.057 0.291

Table 3 shows that at 5 % level of significance that there is no significant difference

between the gender of the respondents and levels of satisfaction on services of the airline
 16

industry; however, there is a significant difference between the gender of the respondents and
product and service Information having a p-value of 0.019. The gender of respondents affect the
levels of satisfaction on product And service information. The respondents have a common
knowledge in evaluating the level of satisfaction in airline industry except for the product and
service information.

Table 4: Significant difference between the employment status of the respondents and
level of satisfaction

Factors Mann-Whitney p-value Decision at 0.05

(z-value)
Waiting Time Not Significant
-.737 .461
Check-in efficiency Not Significant
-.108 .914
Self-enthusiasm and Not Significant
-1.495 .135
attitudes
Problem-solving skills Not Significant
-.722 .470
Boarding system Not Significant
-.277 .782
efficiency
Assistance during Not Significant
-.099 .921
boarding
Boarding priority Not Significant
(Travelling families with
-.563 .574
children, sick people,
disability)
Communication Skills Not Significant
-1.530 .126
Grooming and Not Significant
-.888 .375
appearance of staff
Cabin-services Not Significant
-.710 .477
efficiency
Cabin presence thru Not Significant
-.194 .846
flights
Friendliness of staff Not Significant
-.985 .325
Staff interaction with Not Significant
-.206 .837
passengers
Staff enthusiasm and Not Significant
-.292 .771
attitudes
Total service Not Significant
-.735 .463
consistency
 17

Standard of transfer Not Significant

-.963 .336
service
Boarding comfort Not Significant
-.445 .656
Cleanliness of Cabin Not Significant
-.406 .685
Value of Money Not Significant
-1.489 .137
Total Product Not Significant
-.881 .378
Consistency
Staff Assistance Not Significant
-.506 .613
Bag Delivery Times Not Significant
-.005 .996
Flight Schedules Not Significant
-.217 .828
Airfares Not Significant
-.827 .408
Booking System Not Significant
-.063 .950
Product and Service Not Significant
-.104 .917
Information
Customer Service Not Significant
-.445 .656
Adequacy of Not Significant
-1.554 .120
Information
Timeliness of Not Significant
-.058 .954
Information
Courtesy of Not Significant
-.185 .853
Reservation Staff
Helpfulness of Not Significant
-1.724 .085
Reservation Staff
Ticketing Efficiency Not Significant
-.444 .657
Efficiency of Not Significant
-1.516 .129
confirmation flights
Speed of Check – In Not Significant
-.250 .802
Courtesy of Check – In Not Significant
-.351 .726
Staff
Friendliness of Check – Not Significant
-.541 .588
In Staff
Efficiency of Check – In Not Significant
-.507 .612
Staff
Departure Time Not Significant
-1.519 .129
 18

Information during Not Significant

-.156 .876
delays
Care during delays Not Significant
-.291 .771
Efficiency of Not Significant
connections while in -1.774 .076
transit
Courtesy of Crew Not Significant
-.697 .486
Friendliness of Crew Not Significant
-1.691 .091
Efficiency of Crew Not Significant
-1.003 .316
Quality of Food Not Significant
-1.765 .077
Timeliness of food Not Significant
-.541 .588
Service
In – Flight Not Significant
-1.419 .156
Entertainment
Comfort of Seat Not Significant
-.060 .952
Amount of Leg Room Not Significant
-1.573 .116
Amount of Cabin Not Significant
-.258 .796
storage space
Cleanliness of Not Significant
-1.280 .200
washrooms/toilets
Attractiveness of Not Significant
-.055 .956
Aircraft interior
Efficiency in tagging Not Significant
-.382 .702
traveller’s baggage
Safety of baggage Not Significant
-.485 .628
Misplacing baggage Not Significant
-.976 .329
Compensation of lost Not Significant
-.891 .373
baggage

Table 4 shows that at 5 % level of significance that there is no significant difference

between the employment status of the respondents and level of satisfaction. The respondents
have a common knowledge in evaluating the level of satisfaction in airline industry services
regardless of their current employment status.
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DISCUSSION

The study showed that majority of the respondents are satisfied in the services that are being
provided by the airline industries operating here in Tuguegarao city.

Out of the 100 respondents the great majority of the survey participants are male (56%) while
only 44% of the total population were female. The biggest group of respondents is at the age of
20 to 35 years old (41%) and the second biggest is 35 to 50 years old (29%), age group 18-20
having 24%, age group 25-50 having 29% and the lowest percentage goes to the age group 50
and up having 6%. The study also showed that 76% of the 100 respondents were employed while
24% are unemployed. Moreover, the respondents (48%) main purposes of travel is visiting friends
and families. 21% of the total population travels because of holidays, 20% of the respondents
travel because of business purposes and the lowest percentage go to respondents having
medical purposes having a percentage of 11%. 85% of the respondents had already flew 1-6
times while 15% had already flew for more than 7 times.

Respondents were also satisfied on the different services offered by the airline industries here in
Tuguegarao city. An average rating on majority of the services signifies that the airline industries
are providing the standard airline services. Some services were exceptional just like grooming,
appearance, and friendliness of staff. Basing from the given average rating the study also shows
that our airlines services are good and exemplary but it also signifies that there is still room for
improvement as respondents are still looking for more.

It is also evident from the analysis that there was no significant difference between the gender of
the respondents and levels of satisfaction on services of the airline industry however there is a
significant difference between the gender of the respondents and product and service Information
which implies that the gender of respondents affects the level of satisfaction on product and
service information. The respondents have a common knowledge in evaluating the level of
satisfaction on majority of airline services in the city regardless of what gender they are in.

Results from the study revealed that there is no significant difference between the employment
status of the respondents and level of satisfaction. The respondents have a common knowledge
in evaluating the level of satisfaction in airline regardless of their current employment status.

CONCLUSION

Customer satisfaction measurement is now considered as the most reliable feedback, taking into
account that it provides in an effective, direct, meaningful and objective way the customers’
preferences and expectations” (Grigoroudis and Siskos 2010, 1). Apparently, the main goal of
any organization is to satisfy each customer. Customer satisfaction does not always depend only
on specific service features. It might be also influenced by client’s emotional state. Good
emotional state may strengthen positive feelings about the service. On the contrary, consumer’s
bad mood can negatively affect service perception. Moreover, customer dissatisfaction is mightily
influenced by senses of anger, depression, guilt and humiliation. (Zeithaml, Bitner & Gremler
 20

2009, 104-105.) Most users of flight services are the young ones travels for a visiting their families
and friends. It is also evident from the analysis that there was no significant difference between
the gender of the respondents and levels of satisfaction on services of the airline industry however
there is a significant difference between the gender of the respondents and product and service
Information which implies that the gender of respondents affects the level of satisfaction on
product and service information. It has to be an ongoing process as it is important to constantly
work on developing service and improving its quality. In order to complete the picture detailed
customer satisfaction survey has to be conducted. It is examined not only the tangibles, but other
service quality determinant too.

RECOMMENDATION
The researchers recommended all airline industry must improve the services, as according to our
research, especially on the factors like Baggage Handling and Collecting, and Check-in
Procedures. Also, the researchers recommended that all baggage must be secured enough to
avoid conflicts, complaints and problems. In addition, when it comes to delay, the airlines must
inform all affected passengers.

REFERENCES

Amuthanayaki, V.P. (2016). Air passengers level of expectation and satisfaction towards Airlines
services (With Special References to Coimbatore City), 4 (1), 145-150.

Appannan, S., Doraisamy, B., Kalaiarasan, K. (2015, November). A study on service quality on
customer satisfaction in low cost airline industries, International Journal of Science,
Environment ISSN 2278-3687 (O) and Technology, 4 (1), 1126 – 1138.

Archana, R., Subha, Dr. M. V. (2012). A study on service quality and passengers satisfaction on
Indian
Airlines,http://www.prosperfinancialmanagement.com/assets/client_files/PDFs/jd.pdf

Baker, David Mc. (2013). A, Service quality and customer satisfaction in the Airline Industry: A
Comparison between Legacy Airlines and Low-Cost Airlines,
wscholars.com/index.php/ajtr/article/download/0201_1/229

Cebu Pacific Customer Review, http://www.airlinequality.com/airline-reviews/cebu-pacific/

Khan, U., Khan, N., Customer satisfaction in Airline Industry, 2012,

http://www.ipedr.com/vol76/012-ICEFR2014-F105.pdf

Myungsook , A., Yonghwi, N. (2009). Airline customer satisfaction and loyalty: impact of in-flight
service quality, 3 (1), 293–307

Pal, Rajat. (2013). A study on customer satisfaction in airlines industry,

https://rajatpal43.files.wordpress.com/2013/03/customer-satisfaction.docx

Park, J. W., & Jung, S. Y. (2011). Transfer Passengers' Perceptions of Airport Service Quality: A
Case Study of Incheon International Airport. International Business Research.
 21

(2017). Passenger Review on Philippine Airlines,http://www.airlineratings.com/passenger-

reviews/52/philippine-airlines

Rhoades, D. L., Waguespack, B., & Young, S. (2000). Developing a Quality Index for US Airports.
Managing Service Quality 3 (1), 257-262.

Ruby, B. (2015). Sky Pasada offers new flights to Batanes, Isabela,

http://kickerdaily.com/posts/2015/11/sky-pasada-new-flights-batanes-isabela/

Tuguegarao Airport Cagayan Valley, https://www.skyscanner.com.ph/airports/tug/tuguegarao-

airport

Yeh, C. H., &Kuo, Y. L. (2003). Evaluating passenger service of Asia-Pacific international airports.
Transportation Research Part E, 39, 35 - 48.

Zahari, M. S, Salleh, N. K. (2011) .Kamaruddin, M. S. Y and Kutut, M. Z., In-flight Meals,

Passengers’ Level of Satisfaction and Re-flying Intention,
http://waset.org/publications/8350/in-flight-meals-passengers-level-of-satisfaction-and-
re-flying-intention
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APPENDICES
QUESTIONNAIRE

Dear Respondents,

This study is conducted to assess the satisfaction level of passengers on air service within
Tuguegarao City. Therefore, based on your experience as a domestic passenger, we would like
you to evaluate the services quality of a domestic airline and local airports. For the purpose of
this research, please show your level of satisfaction on the services based below by checking the
number that best describes your perception.

1. Gender
 Female  Male

2. Age Group
 18-20  Above 20  Between 20-35
Between 35-50  50 above

3. Are you employed?

 Yes  No

4. Reasons for Travel

 Business  Holiday
 Medical  Visiting friends and families

5. How many flights have you taken in the last

12 months?
 1-6  7-12  12+

Airline Evaluation

For each statement, please check the number that best describes your satisfaction level. On a
scale of 1-5, please give your rating for each statement.

4- Highly Satisfied
3- Satisfied
2- Dissatisfied
1- Highly Dissatisfied

4 3 2 1
Waiting Time
Check-in efficiency
Self-enthusiasm and attitudes
Problem-solving skills
Staff grooming appearances
Boarding system efficiency
 23

Assistance during boarding

Boarding priority (Travelling families with children, sick people,
disability)
Communication Skills
Grooming and appearance of staff
Cabin-services efficiency
Cabin presence thru flights
Friendliness of staff
Staff interaction with passengers
Staff enthusiasm and attitudes
Total service consistency
Standard of transfer service

ON-BOARD Product
4 3 2 1
Boarding comfort
Cleanliness of Cabin
Value of Money
Total Product Consistency
Staff Assistance
Bag Delivery Times
Flight Schedules
Airfares
Booking System
Product and Service Information
Customer Service

Reservation and Ticketing

4 3 2 1
Adequacy of Information
Timeliness of Information
Courtesy of Reservation Staff
Helpfulness of Reservation Staff
Ticketing Efficiency
Efficiency of confirmation flights

Check – In Procedures
4 3 2 1
Speed of Check – In
Courtesy of Check – In Staff
 24

Friendliness of Check – In Staff

Efficiency of Check – In Staff
Departure Time
Information during delays
Care during delays
Efficiency of connections while in transit
In – Flight Services
4 3 2 1
Courtesy of Crew
Friendliness of Crew
Efficiency of Crew
Quality of Food
Timeliness of food Service
In – Flight Entertainment
Comfort of Seat
Amount of Leg Room
Amount of Cabin storage space
Cleanliness of washrooms/toilets
Attractiveness of Aircraft interior
Baggage Handling and Collection
4 3 2 1
Efficiency in tagging traveller’s baggage
Safety of baggage
Misplacing baggage
Compensation of lost baggage