MEASURING CUSTOMER SATISFACTION LEVEL ON ETHIOPIAN AIRLINES SERVICE: THE CASE OF SOUTHERN ETHIOPIA HISTORIC ROUTE FLIGHTS

Abstract

This study explored the level of customer satisfaction on the air transport service provided by Ethiopian airlines. The study used a descriptive survey design to obtain information on the level of perceived service quality from passengers of Ethiopian airlines in the historic routes. This historic route composed of flight from Addis Ababa to Hawassa, Jimma and ArbaMinch. The study mainly adopted a case study approach and the respondents constituted Passengers who had used Ethiopian airlines to fly to the southern historic destinations of Ethiopia. The research was conducted on a cross sectional bases and lasts for three weeks on May 01- 21, 2020. The sample of this study consisted of Three hundred (300) passengers. Primary data source and Secondary data source was used to answer the research questions. This data was mainly obtained through administering of questionnaires. This questionnaire had four basic sections grouped under airport services, onboard products, In-flight services and Airline Website. The data collected was analyzed by use of the frequency, percentage and cross tabulation (mean, standard deviation). The study findings indicate that among the dimensions tested under check-in staff attitude, check-in service efficiency and Aircraft seat comfort created dissatisfaction on passengers. On the other hand, a significant satisfaction response was found from passengers on almost all variables under Airport service, onboard products, and Cabin staff services namely on punctuality, flight cancelation, onboard catering and in-flight staffs’ hospitability. This study contributes to existing theories of service quality and level of customer satisfaction by confirming or adding value to the relationships that are involved in customer satisfaction and service quality at Ethiopian airlines. It provides results that are useful to Ethiopian airlines to consider both ways of increasing customer satisfaction through acquiring of new aircrafts and proper management of operational as well as back office employees.