INFLUENCE OF SERVICE QUALITY ON CUSTOMER SATISFACTION IN THE INDIAN AIRLINE INDUSTRY (A CASE STUDY OF SPICEJET, INDIGO, VISTARA, AIR INDIA, GO AIR, AND ALLIANCE AIR)

The research focuses on examining the current cut-throat landscape in the airline business using the SERVPERF model to compare the service quality of six Indian airlines (IndiGo, SpiceJet, Air India, Go Air, Vistara, and Alliance Air). Background: Considering the competitive landscape of the aviation sector, airlines focus on assessing customer needs and delivering services in line with those needs. One hundred consumers were selected randomly to participate in the data collection exercise using a self-administered questionnaire. Through factor analysis and Cronbach's Alpha, each questionnaire's statistical reliability and validity passed with flying colors. The study used regression, ANOVA, and correlation to forecast the outcomes. Outcome: The analysis showed that while IndiGo exhibits small means for Tangibility, Reliability, Responsiveness, Assurance, and Empathy. Regarding service quality Empathy, SpiceJet demonstrated a substantial mean but not for Tangibility, Responsiveness, dependability, or Assurance. In contrast, the results for Air India showed that the standards for tangibleness and empathy certainty were significantly higher than the means for Responsiveness, dependability, and assurance. Conclusion: The thorough investigation has demonstrated that the most significant factor influencing customer satisfaction in the airline industry is quality of service, namely in the areas of Tangibility, Assurance, Responsiveness, dependability, and Empathy.