The influence of Perceived Service Quality towards Customer Satisfaction and Loyalty in Airasia Self Check-in System

The urgent needs for Airlines around the world, especially low-cost carrier to optimize earnings and reduce their operational costs accentuate the use of self-service technologies (SSTs) in their operating system, including their check-in process. The self-check-in system (online, mobile and at kiosk) is mainly offered to reduce costs, speed and enhance the customer's experience. Using adapted questionnaire from self-service technology quality (SSTQUAL) scale, this research aims to examine the service quality of airline self-check-in system and its impact on customer satisfaction and loyalty in an emerging market for a low-cost carrier, namely Airasia. Data for the study are collected from 123 passengers who have used the Airasia's self-check-in service and are analyzed using Pearson's correlation and Smart partial least square (SmartPLS). The result indicates that self-check-in service quality exhibits significant impact on customer satisfaction and customer loyalty. It also found that customer satisfaction fully mediates the relationship between perceived service quality and customer loyalty.