Service Quality Assessment of Cebu Pacific: The DLSU-D BS Tourism Management Experience

This study assessed the service quality of Cebu Pacific of the respondents from De La Salle University-Dasmarinas who flew with Cebu Pacific from Manila-Taipei-Taipei-Manila last April 2019. The study was based on the concept of Parasuraman, Zeithaml, and Berry which are the five dimensions of service quality; Tangibility, Reliability, Responsiveness, Assurance and Empathy. The study used quantitative research design which is descriptive research design. The researchers distributed questionnaires to 100 respondents through Google Forms, the respondents answered by the time frame of February 20, 2021- February 28, 2021. After that, the data was passed to and tallied by the statistician. Based on the findings for five dimensions of service quality: (1) tangibility: most of the respondents agreed that the air-conditioning in the plane is good; (2) responsiveness: majority of the respondents agreed that the airline provides service accurately; (3) reliability: most respondents agreed that the terminal announcement and signs are clearly posted; (4) assurance: most of the respondents agreed that the in-flight crew displays a positive attitude;  (5) empathy: most of the respondents agree that the in-flight crew explains clearly the safety of the passengers. In terms of tangibility, reliability and empathy are affected by the respondents’ gender.  This means that the assessment of male and females about those indicators are different. On the other hand, the assessment of the respondents about Responsive and Assurance are just the same between the genders. In terms of age and frequency of travel there is no significant effect on customers’ response