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  1. Yangon University of Economics
  1. Yangon University of Economics
  2. Master of Marketing Management (MMM)

Service Quality, Passenger Satisfaction and Passenger Retention of Air Than Lwin Airline (Su Hlaing Cho Tun, 2024)

https://meral.edu.mm/records/9732
https://meral.edu.mm/records/9732
08be4d68-4949-4a2a-9b46-9a9842f47ab6
186cc0b8-94b4-43b8-92fa-ccb5ea4e10a5
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SU SU HLAING CHO TUN MMM -30 2nd BATCH.pdf (1.8 MB)
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Thesis
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Title
Title Service Quality, Passenger Satisfaction and Passenger Retention of Air Than Lwin Airline (Su Hlaing Cho Tun, 2024)
Language en
Publication date 2024-06-01
Authors
Su Hlaing Cho Tun
Description
The objective of this research is to investigate how Air Thanlwin Airline's
service quality affects customer satisfaction and retention. To accomplish these goals,
the descriptive and quantitative research methods are used. This study uses both
primary and secondary data. The intended audience consisted of local travelers who
board Air Thanlwin Airlines flights. A structured questionnaire was used in conjunction
with a basic random sampling procedure to perform a survey study with 156 passengers
serving as the study's sample for the primary data gathering. The study takes into
account five aspects (tangible, reliable, assurance, responsive, and empathetic) as
independent variables in order to examine how service quality affects passenger
satisfaction. The study employed multiple regression analysis and correlation testing.
Based on the descriptive statistics, most of the participants gave Air Thanlwin Airline's
services a good ranking. Additionally, a multiple linear regression analysis showed that
the service quality variable had a positive and substantial impact on passenger
satisfaction. This finding also held true for the relationship between retention and
satisfaction. According to the study, there will be a high retention rate when there is a
high degree of passenger satisfaction and perceived service quality. Consequently, it is
advised that Air Thanlwin Airline think about continuing to provide high-quality
services in order to please their clients and have a high customer retention rate.
Thesis/dissertations
Yangon University of Economics
Prof. Prof. Dr. Tin Tin Htwe
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