Assessing international tourists' perceptions of service quality at Air Mauritius

Abstract

PurposeThe aim of this paper is to assess the service quality of a small airline, Air Mauritius, using the SERVQUAL model and to determine the relative importance attributed to service quality dimensions by international tourists.Design/methodology/approachA sample of 140 international airline passengers travelling essentially for a leisure trip was administered the SERVQUAL instrument to determine their expectations and perceptions of service. A combination of in‐flight and mail surveys was used for data collection leading to an overall response rate of 20.2 per cent.FindingsThe paper finds that service quality structural dimensions are context‐ and culture‐specific. Four factors are perceived as influencing perceptions of service, service efficiency and affect being the most important, service personalisation, reliability and tangibles the least important. Empathy as a service dimension is valued more than assurance. Customer satisfaction and willingness to recommend the airline is primarily dependent on service efficiency and affect.Research limitations/implicationsThe sample size is relatively small and biased towards South African passengers, but the study is exploratory in nature. The starting‐point for service improvements at Air Mauritius is better management of service reliability. The company is able to create high perceptions of service using tangible cues.Practical implicationsThe generation of a vision of excellence supported by contact employees' empowerment should improve perceptions of service. There is potentially a link between expectations of service levels at destination and tourists' expectations from the flag carrier.Originality/valueOften smaller airline companies have to resort to strategic alliances and service differentiation to survive in this globally integrated industry. The paper fulfils the gap in the existing literature on service quality management in small airlines.