The Factors That Influence Customer Satisfaction to Use an Airline in Malaysia

Improving customer satisfaction is key to being competitive in the Airline industry. This research aimed to study the factors that influence customer satisfaction to use Malaysia Airlines in Malaysia. Malaysia Airways Limited began its first commercial flight in year 1947 and was renamed become Malaysian Airline System in year 1972. Malaysia Airlines operates scheduled domestic and international flights to more than 1000 destinations across 150 plus countries. A quantitative approach with a survey questionnaire was used for data collection. A total of 100 Malaysia Airlines customers participated in this survey. In this survey, four influencing factors were assessed: airline tangibles, personnel quality, empathy, and airline image. Through a comprehensive analysis of customer feedback, personnel quality is the most important factor in improving customer satisfaction to use Malaysia Airlines in Malaysia, followed by empathy and airline image. This survey provides Malaysia Airlines with useful insights into customer perception and guides Malaysia Airlines in improving customer satisfaction