Assessing the Quality of Sustainable Airline Services Utilizing the Multicriteria Decision-Making Approach

Abstract

Monitoring customer satisfaction in the airline service industry is critical for improving service quality and meeting consumer expectations. Modern and comprehensive quality of service measurement tools offer firms critical information about how consumers perceive quality and their service quality expectations. It is vital to assess service quality in airline transportation, which is becoming more popular in comparison to other modes of transportation, resulting in increased competition. Businesses should know their clients well and make adjustments by properly analyzing their expectations if they want to compete in the market and enhance the quality of their services. As a consequence of this, we decided to utilize a model called the analytical hierarchy process (AHP) in order to determine how passengers in Saudi Arabia evaluate the level of service that is offered by airlines. Using the analytic hierarchy process (AHP) approach to model the five SERVQUAL dimensions and 22 sub-criteria, the purpose of the study effort was to determine the criteria for improving airline services. For the purpose of the study, the service from three different airlines was chosen and assessed based on their overall quality performance. Systematically, the AHP-based approach is presented for rating the airlines according to the Saudi aviation services. According to the observations, airlines should focus more on reliability, assurance, responsiveness, and empathy and less on tangibles. The sub-criteria also state that the airlines’ top aim should be to deliver accurate services on the first try. According to the AHP analysis, Saudi Airlines ranked first, followed by flynas and then flydeal. The findings of this study have consequences for decisions about the effective monitoring of the total airline system in order to enhance the delivery of high-quality services that would increase customers’ pleasure, which is the aim of airline services.