The determinants of airline online services satisfaction: A conceptual model

This study seeks to measure customer satisfaction towards airline website services. Online service refers to any information and services provided in the internet. As the importance of internet grows in the business field, the quality of online services plays an even more important role in determining customer satisfaction. This study aims to examine and thus gain better understanding of the determinants of online services that affect customer satisfaction in the airline industry from the consumers' perspective. Based on a detailed literature review, a frame of instruments has been developed. Five service quality dimensions have been selected to be tested in the airline online services sector in order to explore the relationship between service quality and customer satisfaction, namely tangible, information quality, responsiveness, trust and personalization. An instrument has been developed to operationalise these dimensions. A pilot study has been conducted to assess the relevancy and face validity of the instrument. The outcome of the pilot study has indicated that some items need to be changed and modified to ensure their relevance with the use of airline websites. This study also makes an important contribution in determining the dimensions of airline online service satisfaction.