Service quality and customer satisfaction at Kenya Airways Ltd

Abstract

Both descriptive and inferential statistics were used to analyze the study findings for the 63(63%) of the respondents that gave their responses. Descriptive analysis involved use of measures such as means, standard deviations, and variance. Inferential statistics included both reliability testing of the study parameters as well as tests conducted to investigate multivariate relationships between the major study variables. In the reliability testing, The Bartlett’s test of sphericity and KMO parameters were used. The indicators used to quantify the major variables yielded a KMO value of 0.558, indicating that extracted parameters would account for satisfactory variance in the major variable being measured. It was therefore adequate to conduct factor analysis. A total of 22 indicators were reduced by factor analysis to 7. All the extracted factors had Eigen values >1 and combined factor loadings of more than 70%. Tests for multicollinearity among the indicators were also conducted and they revealed r-square (r2) values of < 0.49, meaning insignificant interrelationships. Consequently, multicollinearity was not of concern and the indicators used were satisfactorily independent. This study concluded that the major determinants of service quality among airline passengers were; luggage handling, assurance and responsiveness, which had the top 3 factor loading scores.