Analyzing the Influence of Service Quality on AirAsia Customer Loyalty

This report presents a data analysis of a survey conducted to assess the influence of service quality on customer loyalty in AirAsia. The analysis includes a demographic profile of the 201 respondents, detailing their gender, age, race, marital status, occupation, income level, and education. The report further examines respondents' travel habits, including their experience with air travel and AirAsia, travel frequency, and destinations. The data is presented in tables and charts, providing frequencies, percentages, and cumulative percentages for each variable. The findings reveal insights into the characteristics of AirAsia's customer base and their travel patterns, offering a comprehensive overview of the relationship between service quality and customer loyalty. The report highlights key trends and patterns in the data to understand customer behavior and preferences. This analysis provides valuable information for marketing and customer service strategies.

ROLE AND INFLUENCE OF SERVICE QUALITY ON CUSTOMER LOYALTY IN
AIRASIA
Survey Form
https://docs.google.com/forms/d/1Cg9eucK97RD6EGTfMYmLsIVSPsRG3V7eNNVLeRr7
FUk/edit
1 CHAPTER 4: DATA ANALYSIS
Respondent’s Demographic profile:
Table 4.1: Respondents Gender
1. Please
state your
gender
Frequency Percent Valid Percent Cu
m
ula
tiv
e
Pe
rc
en
t
Valid
Female 83 41.3 41.3 41.3
Male 118 58.7 58.7 100.0
Total 201 100.0 100.0
1

Figure 4.1: Respondents Gender
From the above table, it has been seen that percentage of male is much increase with total
percentage of 58.7%. there is a valid percent was calculated as 41.3% for female and 58.7% for
male. The cumulative percentage was calculated as 41.3% for female and 100% for male.
Table 4.2: Respondents Age
2. Please
state your
age:
2

Frequency Percent Valid Percent C
u
m
u
l
a
ti
v
e
P
e
r
c
e
n
t
Valid
18 - 20 years old 5 2.5 2.5 2.5
21 - 30 years old 68 33.8 33.8 36.3
31 - 40 years old 111 55.2 55.2 91.5
41 - 50 years old 16 8.0 8.0 99.5
Above 50 years old 1 .5 .5 100.0
Total 201 100.0 100.0
3

Figure 4.2: Respondents Age Chart
It is analyses that frequency for 18-20 years old was calculated as 5 with valid percentage
of 2.5%, for 21-30 years old the frequency was calculated as 68 with valid percentage of 33.8%.
for 31-40 years old the frequency was calculated as 111 with valid percent as 55.2% with
cumulative percent of 91.5%. for 41-50 years old the frequency was calculated as 16 with valid
percentage of 8%. Above 50 years old the frequency was calculated as 1 with valid percentage of
.5%.
Table 4.3: Respondents Race
3. Please
state your
race:
4

Frequency Percent Valid Percent C
u
m
ul
at
iv
e
P
er
c
e
nt
Valid
Chinese 127 63.2 63.2 63.2
Indian 26 12.9 12.9 76.1
Malay 46 22.9 22.9 99.0
Mixed 1 .5 .5 99.5
sino kadazan 1 .5 .5 100.0
Total 201 100.0 100.0
5

Figure 4.3: Respondents Race Chart
The above graph presents the results as Chinese Indian, Malay, Mixed, Sino Kadazan and
percentage subsequently as 63.2%, 76.1%, 99, 99.5% and 100.
Table 4.4: Respondents Marital Status
4. Please
state your
marital
status:
6

Frequency Percent Valid Percent Cu
m
ula
tiv
e
Pe
rc
en
t
Valid
Divorced 1 .5 .5 .5
Married 83 41.3 41.3 41.8
Single 117 58.2 58.2 100.0
Total 201 100.0 100.0
Table 4.5: Respondents Occupation Status
5. Please
state your
occupation:
7

Frequency Percent Valid Percent C
u
m
u
l
a
ti
v
e
P
e
r
c
e
n
t
Valid
Employed 174 86.6 86.6 86.6
Self Employed 14 7.0 7.0 93.5
Student 12 6.0 6.0 99.5
Venture Capitalists 1 .5 .5 100.0
Total 201 100.0 100.0
The above chart defines the ratios and stages related to frequency and changes regarding
the employed and self employed, students, venture capitalists subsequently as 174, 14, 12, 1
venture capabilities.
8

Table 4.6: Respondents Income Level
6. Please
state your
income level:
Frequency Percent Valid Percent C
u
m
u
l
a
t
i
v
e
P
e
r
c
e
n
t
Valid
Above RM4,001 81 40.3 40.3 40.3
Below RM1,000 11 5.5 5.5 45.8
RM1,001 - RM2,000 4 2.0 2.0 47.8
RM2,001 - RM3,000 31 15.4 15.4 63.2
RM3,001 - RM4,000 74 36.8 36.8 100.0
Total 201 100.0 100.0
9

Figure 4.6: Respondents Income Level
The above chart defines the percentage and frequency of divorced, married and single
persons. It is evaluated that above R 001 was frequented as 81, Below RM 1000 was frequented
as 11, RM1001-RM2000 was calculated as 31, RM 3001-RM 4000 was calculated as 74.
RM3001 to RM4000 was calculated as 36.8.
Table 4.7: Respondents Level of Education
7. Please
state your
educational
level:
10

Frequency Percent Valid Percent C
u
m
u
l
a
ti
v
e
P
e
r
c
e
n
t
Valid
Degree 114 56.7 56.7 56.7
Diploma 49 24.4 24.4 81.1
Master 6 3.0 3.0 84.1
SPM 16 8.0 8.0 92.0
STPM / A-Levels 16 8.0 8.0 100.0
Total 201 100.0 100.0
11

The above chart shows the degree, diploma and master SPM, STPM/A-levels are
analyzed as 114, 49, 6\, 16, 16. with valid percentage of 56.7%, 24.4%, 3.0%, 8.0%
subsequently.
1. Have
you ever
travelled
by air?
Frequency Percent Valid Percent Cu
mu
lati
ve
Per
ce
nt
Valid
No 1 .5 .5 .5
Yes 200 99.5 99.5 100.0
Total 201 100.0 100.0
Figure 4.1.2.1: Ever traveled by air
12