The relationship between the five dimensions of service quality and customer satisfaction of Zest Airways Incorporated based on a survey conducted in Metro Manila Ticketing Offices

It has been noted in the past that with competitors offering the same services and rates, the company with better perceived services will draw passengers towards them. For a highly competitive industry with a saturated market such as the aviation industry, it is important for firms to gain and retain its market share thereby having the goal of satisfying its customers. One way of examining a firms performance is through its service quality, measured by gap between customer expectations and perceptions of the services rendered. Zest Airways, before its share-swap deal with AirAsia, was considered to be the most vulnerable airline in the Philippine Aviation Industry. Because of these considerations, this study aimed to determine the significant relationship between the five dimensions of service quality and customer satisfaction of Zest Airways Incorporated. The quantitative data from the surveys were analyzed to determine which of the five dimensions (Reliability, Assurance, Tangibles, Empathy and Responsiveness) can be most attributable to customer satisfaction. The qualitative data through the interview conducted were analyzed by aligning it to the results of the survey as well as the review of related literature. The findings revealed that service quality has a strong positive relationship with customer satisfaction. Moreover, only one out of the five service quality dimensions had a moderate positive relationship with customer satisfaction the rank of the dimensions, from strongest to weakest relationship with customer satisfaction, is as follows: Empathy, Reliability, Responsiveness, Tangibles, and Assurance