Inflight Service Quality of Malaysia Airlines: Validation Using SEM and AMOS

Abstract

This study analysed Malaysia Airlines’ inflight service quality (IFSQUAL) from the perception of passenger satisfaction because it was important to know passenger’s quality perception regarding the airline’s quality improvement. A total of 2,000 complete questionnaires were successfully compiled to build a sampling frame, and a total of 282 questionnaires were selected using a simple random sampling technique, which was one of the probability sampling methods. The data were analysed using the IBM-SPSS Amos 23.0 software. The latent construct measurement model had been validated through the Confirmatory Factor Analysis (CFA) procedure, and developed 30-item scale based on 4 distinct dimensions: Personal Attributes, Flight Safety, Inflight Service, and Passenger Satisfaction. The finding of Structural Equation Modelling (SEM) showed that approximately 93% of the variance in Passenger Satisfaction was accounted for with the predictors (R2=0.930). The direct and indirect (mediation) hypothesis testing had been verified with bootstrapping with 1000 samples, and 95% confidence level. Results revealed; five hypotheses were significant on the direct effect, and two mediation effects were not significant. We were able to identify the gap of this study; inflight service quality was not a ‘quick-fix’, and thus had to be approached from a long-term perspective.