Does Service Quality Matter to Customer Loyalty? Evidence from Selected African Airlines

Njeru L M and Cheruiyot T K

Published on: 2019-11-24


Purpose: The purpose of this is to examine the effect of service quality on customer loyalty among selected African airlines. The study is grounded on reasoned action theory.

Methodology: Explanatory survey research design was employed in the study. The sample frame was 256,254 customers drawn from 9 selected African Airlines comprising of; Kenya Airways, Ethiopia Airlines, Egypt Air, Rwandair, South African Airways, Mozambique Airlines, Air Zimbabwe, Air Tanzania, and Air Namibia. Stratified and simple random sampling techniques were used to select a sample of 750 customers from the selected airlines. This study utilized structured questionnaires to collect data. Hypotheses were tested using multiple regression analysis. Before hypotheses testing, data collection instruments were purified by utilizing a structure model equation and confirmatory factor analysis.

Findings: The findings showed that tangibility (ρ= 0.853> 0.05), reliability (ρ= 0.021 < 0.05), responsiveness (ρ =0.004< 0.05), assurance, (ρ= 0.005<0.05) and empathy (ρ= 0.01 <0.05). Thus implying that in the African airline industry, four constructs of service quality that is; reliability, responsiveness, assurance, and empathy are prerequisites for customer loyalty while also implying that tangibility was not. It is therefore paramount for African airlines to ensure that they offer reliable services. Moreover, airline managers need to enact policies that encourage responsiveness, assurance, and empathy in airlines.

Originality/value: The paper contributes to the unexplored effect of Service Quality in African Airlines and how they relate to customer loyalty.