USING THE ‘KANO MODEL’ TO IMPROVE THE SERVICE QUALITY OF LOW-COST AIRLINES IN THE MIDDLE EAST

   This paper aims to improve passengers’ level of satisfaction with low-cost airlines (LCA) serving the Middle East. The ‘KANO model’ is used to identify the primary requirements of passengers with an aim to enhance the overall airline experience. Passengers flying on a selected number of leading low-cost airlines serving the Middle East formed the sample of the survey. Coefficients were calculated to demonstrate the satisfaction and dissatisfaction of passengers with LCA services, and the results were depicted on a quadrant scale. The primary findings confirmed that in-flight services’ dimension (seating comfort-cabin staff service-in-flight entertainment-quality of food and beverage) and air ticket prices (value for money dimension) dominated the five most influential factors affecting customer satisfaction. All service quality attributes were categorized according to the KANO model (Must be- one dimensional – attractive- indifferent). Finally, a number of recommendations were formulated to help low-cost airline managers design effective quality development strategies.