Abstract
The following research paper examines the impact that quality seeker have on the quality of services offered by an airline. Service quality has been determined to influence customer satisfaction. This study therefore looks into the role of quality seekers in influencing quality of services and customer satisfaction. The study was based on a scoping review of the existent literature. Scholarly articles provide convincing arguments for the relationship between quality of services and customer satisfaction. However, customer satisfaction varies from one customer to another. There is a gap in the research regarding different categories of customers and how they moderate the relationship between service quality and customer satisfaction. Quality seekers are a category of customers who are not influenced by prices. Rather, their focus is on the quality of services and products offered. They seek out information on all available options but choose the one which best meets their expectations in terms of quality. This paper analyses the influence of quality seekers on the level of quality of services offered, and the resultant effect on customer satisfaction.
Highlights
The commercial air transport industry has undergone significant growth over the past 30 years
When the customer is in the category of a low-quality seeker, the relationship between service quality and customer satisfaction is stronger
When the customer is in the category of a high-quality seeker, the relationship between service quality and customer satisfaction is weaker
Summary
The commercial air transport industry has undergone significant growth over the past 30 years. There are currently over 270 international airlines ferrying over 3.8 billion people annually This has had a significant impact on the competition in this market since there are several options for customers to choose from. One of the strategies that have emerged is the adoption of generic strategies to ensure conformity to industry standards (Rahman et al, 2016) This is exemplified by the provision of meals and entertainment in-flight. Since there is a wide variety of airline companies, customers have the power to autonomously decide on which carrier they will use based on their specific expectations. This is especially true for the quality seeker
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