Transportation Tourism – Generation Z Satisfaction Towards AIRQUAL on Low-Cost Airlines

Intan Mashitah Ramli, Nur Alia Raihana Norshamsolfamy and Nadia Hanim Mohd Wasilan
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Intan Mashitah Ramli: Faculty of Hotel and Tourism Management, Universiti Teknologi MARA, Cawangan Melaka, Malaysia
Nur Alia Raihana Norshamsolfamy: Faculty of Hotel and Tourism Management, Universiti Teknologi MARA, Cawangan Melaka, Malaysia
Nadia Hanim Mohd Wasilan: Faculty of Hotel and Tourism Management, Universiti Teknologi MARA, Cawangan Melaka, Malaysia

International Journal of Research and Innovation in Social Science, 2024, vol. 8, issue 9, 1374-1392

Abstract: The Airline Deregulation of Act 1978 created a new type of airline that is both cheap and affordable which is known as low-cost carriers (LCCs). Low Cost-Carriers (LCCs) are defined as airline that differentiates themselves in the market through reduced ticket prices. This paper investigate the relationship between Generation Z satisfaction on LCC airlines based on AIRQUAL dimensions. The paper also aims to determine what factor influences Generation Z satisfaction the most based on the AIRQUAL dimension. Data was collected via face-to-face intercept survey at arrival lounges of Kuala Lumpur International Airport Terminal 1 (KLIA T1) and Kuala Lumpur International Airport Terminal 2 (KLIA T2) of Low-Cost Airlines (LCCs) passengers, particularly Generation Z. In total, 227 valid responses were used for the final analysis. The study used Statistical Package for the Social Science (SPSS) to test validate the research model and hypothesis posted. The result revealed that Generation Z’s satisfaction as a passenger is significantly affected by the AIRQUAL model. The study contributed to passenger satisfaction in the LCC sector is of the utmost importance for both airlines and the broader tourism industry, specifically concerning the service quality of LCCs by using the AIRQUAL framework. Furthermore, study of LCC passenger satisfaction yields valuable insights into the preferences and expectations of cost-conscious passengers. This information was significant for destinations and tourism businesses seeking to attract and cater to this market segment.

Date: 2024
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