Service Quality Affecting Consumer Loyalty to Domestic Low-Cost Airlines

Abstract

This research aimed to study service quality affecting consumer loyalty to domestic low-cost airlines. The sample group consisted of 300 consumers who used to use the service on the domestic low-cost airline, selected from the population using multi-stage sampling method. Data was collected using the generated questionnaires with the validity and reliability tested. The statistics used in the analysis were mean, standard deviation, Pearson correlation coefficient and Multiple regression analysis. The results of the research revealed that the respondents emphasized on tangibility, responsiveness, assurance, and empathy be able to jointly predict the loyalty to domestic low-cost airlines, which all variables were able to explain the variance of loyalty to domestic low-cost airlines at 60.84 percent. The multiple regression coefficients as standard scores, it was found that service quality in term of tangibility, responsiveness, assurance, and empathy affected the loyalty to use a domestic low-cost airline service, whereas the service quality in term of reliability did not affect the loyalty to use the domestic low-cost airline service.

Keywords— Consumer loyalty, Low-Cost Airlines, Service quality