Statistical analysis of factors affecting the service quality of Jetstar Pacific Airlines

The aim of this paper is to study the effects of service quality in Jetstar Pacific Airlines towards customer’s satisfaction under the perspective of Servqual and Gronroos service quality model and the relationship between functional quality, technical quality, internal and external environment influences mediated by Jetstar Pacific Airlines images and service quality using the main statistical methods such as factor analysis and multiple linear regression.


INTRO DUCTIO N
Service quality and customer satisfaction are very closely related. Understanding, building and maintaining quality are the main concerns of airlines industry today. To measure the service quality, we used Servqual and Gronroos model in various aspects of its business environment.
Several statistical methods and techniques may be used to analyze these modelsbased service quality dimensions. In particular, the so-called gap analysis can be employed in order to ascertain any actual or perceived gaps between customer expectations and perceptions of the service offered efficiency. Moreover, this analysis is to point out how management of service improvement can become more logical and integrated with respect to the prioritized service quality dimensions and their affections on increasing/decreasing service quality gaps. To this end, several methods have extensively been used. For instance, the model service of quality may be simply evaluated by adopting: correlation analysis, reliability analysis, factor analysis and multiple linear regression.
Therefore from this paper, we believe that this conceptual paper will help the management of Jetstar Pacific Airlines to better understand their service quality which help them tho draw specific guidelines to meet customers expetations.

SERVICE Q UALITY 2.1. Ser vqual model
Parasuraman et al. [1], [6] proposed that service quality is a function of the differences between expectation and performance along the quality dimensions. They developed a service quality model based on gap analysis. The five main gaps visualized in the model are: difference   between  customers'  expectations  and  managements perceptions, difference between  management's expectation and customers'  perceptions, difference between service quality  specifications and service actually delivered,  difference between service delivery and  communications  about  service  delivery, difference between customers' expectations and perceived services. According to this model, the service quality is a function of perception and expectations and can be modeled as: Where This exploratory research was refined with their subsequent scale named Servqual for measuring customers' perceptions of service quality. Servqual has five main dimensions to measure service quality: reliability, responsiveness, assurance, empathy and tangibles.

Func ti onal and tec hnical quali ty mode l
Gronroos [6] developed service quality model with three dimensions: functional quality, technical quality and image.
Functional quality is how he/she gets the technical outcome. This is important to him/her and to his/her views of service he/she has received.
Technical quality is the quality of what consumer actually receives as a result of his/her interaction with the service firm and is important to him/her and to his/her evaluation of the quality of service.
Image is very important to service firms and this can be expected to built up mainly by technical and functional quality of service including the other factors (tradition, ideology, word of mouth, pricing and public relations).

M ETHO DO LOGY 3.1. Q ue sti onnair e de si gn
The questions were rated using 5-point Likert scale. Perceptions were rated from 1 = completely disagree to 5 = strongly agree, and expectations were rated from 1 = unimportant to 5 = very important. The questionnaire was examined by one pilot of Jetstar Pacific Airlines and two staffs of Vietnam Airlines and their contributions were incorporated. The content validity of the questionnaire was deemed adequate. When distributed, the questionnaire was accompanied by a cover letter explaining the objective of the survey and assuring confidentiality of respondents.

Sampling
The sample was taken from the customers of Jetstar Pacific Airlines. A convenient sample size of 230 respondents were selected from the 300 customer surveys .The survey yielded a response rate of 76,67%. The main dimensions are depicted in Table 1.

Di scr ipti ve statisti c s
The characteristics of the respondents are presented in Table 2. In terms of gender, 70% of the respondents were males and 30% were females. 50.43% of the respondents were within the ages of 20-35 years, 15.22% were between 36 and 50 years, 20 % were between 51 and 65 years, implying that majority of them were in the economically active population.

Cor rel ati on analysi s
Correlation analysis measures the relationship between two items. The resulting value (called the "correlation coefficient") shows if changes in one item will result in changes in the other item. Figure 2 is the correlations among the variables in the analysis.

Reli abi lity analysi s
This measures the overall consistency of the items that are used to define a scale. As a result, we are given sample size, number of items and reliability coefficients. Cronbach's Anpha is the most popular. Table 3 show Cronbach's Anpha from 0.669 to 0.956.

Factor analysis
Factor analysis is a data reduction technique that uses correlations between data variables. The results of the factor analysis show a high value from 0.5 to 1 for the Kaiser-Meyer-Olkin Measure and indicate the suitability of the research data. This is confirmed by the significance of the Bartlett's test of sphericity tests. On the criteria for selecting factor loading, generally factor loading above 0.5 is considered. Other factor loadings that do not satisfy the above criteria are considered meaningless and can be removed, while the high loading factors are critical factors and therefore can be retained. Table 4 show the results of factor analysis.

CONCLUSIONS
Research model proposed seven factors affecting the service quality of Jetstar Pacific Airlines include: reliability, responsiveness, assurance, empathy, tangibles, functional quality and technical quality. After evaluating the reliability and factor analysis, the five emerged dimensions with twenty-eight items, being "Perception of responsiveness", "Perception of empathy", "Perception of expertise", "Perception of usefulness", and "Perception of environment" could be used as critical factors in evaluating service quality in Jetstar Pacific Airlines. Results of multiple linear regression multivariate linear regression analysis identified the service quality of Jetstar Pacific Airlines affected by two emergerd factors are "Perception of expertise" and "Perception of environment".