Abstract
This study aims to measure zones of tolerance (ZOT) in-flight meal service. We suggest a conceptual framework for improving quality of in-flight meal service. The perceived service quality consists of flight attendant service, food quality and cleanliness. Using multiple regression analysis, we found an importance dimensions of MSA (Measure of Service Adequacy) and MSS (Measure of Service Superiority) on customer satisfaction. From the result of this research, it was found that MSA affected two factors out of three dimensions: Flight Attendant Service and Food Quality. In the case of MSS, it effects the entire factors; Flight Attendant Service, Food Quality and Cleanliness. Food Quality turned out to be the most important factor both in MSS and MAS. ZOTs were identified for each dimension. Based on the three dimensions, this research tried to illustrate the way of managing quality and identifying areas of quality shortfall with the practical use of the ZOT. This paper suggests empirical applications using three-column SERVQUAL instrument and extends it to make for more suitable method for evaluating in-flight meal service quality.
Published Version
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