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

2. Have
you
travelled
with
AirAsia
before?
Frequency Percent Valid Percent Cu
mu
lati
ve
Per
ce
nt
Valid
No 2 1.0 1.0 1.0
Yes 199 99.0 99.0 100.0
Total 201 100.0 100.0
Figure 4.1.2.2: Travelling by AirAsia
The above graph presents the information related to frequency of Yes and No. 1 was
analyses as No and 200 was counted as Yes with valid percentage of .5 and 99.5%.
3. Where do
you travel
regularly?
13

Frequency Percent Valid Percent C
u
m
ul
at
iv
e
P
er
c
e
nt
Valid
Domestic 55 27.4 27.4 27.4
International 146 72.6 72.6 100.0
Total 201 100.0 100.0
Figure 4.1.2.3: Domestic or International Travelling
It is analyzed that domestic results presents that 55 frequency 146 for international for
cumulative percent. The above graph present the frequency as domestic 55 and international as
146. the percent is calculated as 27.4% and 72.6% as international
4. How many
times did
you travel in
a year
14

Frequency Percent Valid Percent C
u
m
u
l
a
ti
v
e
P
e
r
c
e
n
t
Valid
1 - 5 times 180 89.6 89.6 89.6
11 - 15 times 3 1.5 1.5 91.0
16 - 20 times 1 .5 .5 91.5
6 - 10 times 15 7.5 7.5 99.0
More than 20 times 2 1.0 1.0 100.0
Total 201 100.0 100.0
Figure 4.1.2.4: Number of times travelling in a year
the above
15

5. Will you
travel with
low cost
airlines?
Frequency Percent Valid Percent Cu
mu
lati
ve
Per
ce
nt
Valid
No 3 1.5 1.5 1.5
Yes 198 98.5 98.5 100.0
Total 201 100.0 100.0
Figure 4.1.2.5 Travel with Low Cost Airlines
Statistics
Cabin
Crew: Well
grooming
and
appearanc
e
Cabin
Crew:
Friendlines
s of service
Cabin
Crew:
Clear
safety
demonstrat
ion
Cabin
Crew:
Language
Skills
Cabin
Crew:
Attentive to
your needs
Cabin
Crew:
Clear
announce
ment
Cabin
Crew: Has
adequate
knowledge
N Valid 201 201 201 201 201 201 201
Missing 0 0 0 0 0 0 0
Mean 3.78 3.48 3.91 3.54 3.04 3.60 3.33
16

Median 4.00 4.00 4.00 4.00 3.00 4.00 3.00
Mode 4 4 4 4 4 4 3
Std.
Deviation .833 .788 .909 .728 1.014 .763 .715
Sum 759 700 785 711 611 723 669
Figure 4.1.2.6: Cabin Class
7. How do you
book your
airline
tickets?
Frequency Percent Valid Percent C
u
m
u
l
a
t
i
v
e
P
e
r
c
e
n
t
Valid
I have never book tickets
myself 4 2.0 2.0 2.0
Travel agency 1 .5 .5 2.5
Via the Internet 196 97.5 97.5 100.0
Total 201 100.0 100.0
17

Figure 4.1.2.7: Airline ticket purchase
The above results shows the frequency as 1-5 times as 180, 11-15 times as 3, 16-20 times
as 15 and 2 for more than 20 times for 2.
8. What is
your purpose
of your travel
with AirAsia?
Frequency Percent Valid Percent Cumul
ative
Percen
t
Valid
Business 2 1.0 1.0 1.0
I am bit of both, a business
traveller and a leisure
traveler
57 28.4 28.4 29.4
Leisure 142 70.6 70.6 100.0
Total 201 100.0 100.0
18

Figure 4.1.2.8: Category of traveler
The above chart defines the relation with purpose of travel and Air Asia. Business
frequency was calculated as 2, leisure was calculated as 57 and cumulative percent was
calculated as 1.0.
Reliability Test:
Table 4.8: Reliability Statistics for each of the variable
Item
Statistics
Alpha Coefficient No. of questions
Tangible Features 0.535 5
Flight Schedule & Punctuality 0.857 9
Services provided by the ground staff 0.748 7
Services provided by Flight Attendant 0.919 7
Online Booking Platform 0.895 5
Food and Beverages Services 0.894 6
Passenger Satisfaction 0.937 5
19

From the above test, it has been seen that reliability is one of the common used
techniques that can be used to determine the scale of reliable which would be more effectively
examine the variables are more reliable or not. The results are showing positive response as
most of the variable are close of + 1 mark. Online booking and services offered by flight
attendant and ground staffs are more positive with 0.894, 0.895 and .919.
1.3: Pearson Correlation Analysis:
Pearson Correlation Analysis:
Correlations
Tangible
Features
Flight
Schedule &
Punctuality
Services
provided by
the ground
staff
Services
provided by
Flight
Attendant
Online
Booking
Platform
Food and
Beverages
Services
Tangible Features
Pearson
Correlation 1 .461** .513** .554** .546** .247**
Sig. (2-tailed) .000 .000 .000 .000 .000
N 201 201 201 201 201 201
Flight Schedule &
Punctuality
Pearson
Correlation .461** 1 .386** .427** .234** .320**
Sig. (2-tailed) .000 .000 .000 .001 .000
N 201 201 201 201 201 201
Services provided
by the ground staff
Pearson
Correlation .513** .386** 1 .403** .542** .170*
Sig. (2-tailed) .000 .000 .000 .000 .016
N 201 201 201 201 201 201
Services provided
by Flight Attendant
Pearson
Correlation .554** .427** .403** 1 .540** .246**
Sig. (2-tailed) .000 .000 .000 .000 .000
N 201 201 201 201 201 201
Online Booking
Platform
Pearson
Correlation .546** .234** .542** .540** 1 .234**
Sig. (2-tailed) .000 .001 .000 .000 .001
N 201 201 201 201 201 201
Food and
Beverages Services
Pearson
Correlation .247** .320** .170* .246** .234** 1
Sig. (2-tailed) .000 .000 .016 .000 .001
20

N 201 201 201 201 201 201
**. Correlation is significant at the 0.01 level (2-tailed).
*. Correlation is significant at the 0.05 level (2-tailed).
According to the above table, it has been found that there is direct correlation among
services quality and other services that are provided by the airline company. The examine the
strength and direction of linear relationship among two continuous variables. The correlation is
close to 1 that represent perfect liner relationships.
1.3: Multiple Regressions Analysis:
Model Summary
Model R R Square Adjusted R Square Std. Error of the Estimate
1 .736a .541 .524 .442
a. Predictors:
(Constant), Quality of
food and beverages,
The airline has new
planes, The seats are
comfortable , Staff
grooming and
appearance , Quality
airport self-check-in
facilities, Cabin Crew:
Friendliness of
service, Cabin air
quality / temperature
and cleanliness
The above results sows results as R for .736, R2 as .541 and
adjusted square was calculated as .524. standard error of the estimate was
calculated as 0.442.
Table 4.10: Model Summary
The above results sows results as R for .736, R2 as .541 and adjusted square was
calculated as .524. standard error of the estimate was calculated as 0.442.
Table 4.11 ANOVA test
Enova
21

Model Sum of Squares df Mean Square F S
i
g
.
1
Regression 44.354 7 6.336 32.502 .000b
Residual 37.626 193 .195
Total 81.980 200
a.
Dependent
Variable: I
am satisfied
with AirAsia
services
22