Factors Influencing In-flight Service Quality towards Airline Passenger Loyalty in Myanmar, at Yangon Airport

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Hmu Sett Phone Mo
Chompu Nuangjamnong


This study aims to analyze the influence of in-flight service quality on factors towards airline passenger loyalty in Myanmar, at Yangon Airport. The key variables as the factors include perceived value, electronic-word of mouth (EWOM), passenger satisfaction and airline brand image. This research employs a non-probability sampling method in collecting data from online questionnaires using quantitative research methodology with simple and multiple linear regressions and descriptive data analysis to provide a comprehensive understanding of passengers’ perceptions and experiences. The results show that passenger satisfaction is the strongest influence on passenger loyalty, followed by airline brand image and EWOM. Purpose: The purpose of this study aims to identify the influence of in-flight service quality on the variables towards passenger loyalty in Myanmar, at Yangon Airport. As the aviation industry continues to grow, understanding the influence of in-flight service quality on the factors towards passenger loyalty has become crucial for airlines. By identifying the influence of in-flight service quality through the passenger loyalty, this study examines the positively impact on passenger loyalty which helps to Myanmar airlines enhancing positive passenger experiences through in-flight service and building long-term relationships with passengers leading to ultimate growth. Design/Methodology/Approach: This study employs quantitative research method to comprehensively investigate the influence of in-flight service quality on the variables towards passenger loyalty. Through a non-probability method using snowball sampling approaches, data is collected online surveys from passengers who have flown with Myanmar airlines and flown from Yangon Airport. The survey in the questionnaires includes three sections with total 29 items to collect data. Moreover, JAMOVI Program is used to test the reliability of questionnaires with pilot test and the hypotheses of the research. Findings: This study reveals that the influencing of in-flight service quality towards passenger loyalty based on the factors: passenger satisfaction which is the most significantly influence, followed by airline brand image and lastly, EWOM. Research Limitations/Implications: This study is specific to Myanmar Airlines and their services, limiting the application to the broader airline industry, which varies in quality across different airlines, regions, and customer segments. However, this study has implications for airlines seeking to enhance passenger experiences and loyalty through tailored in-flight service offerings. Originality/value: This study contributes to the growing body of knowledge in the field of aviation and passenger perceptions, particularly in the unique context of Yangon Airport and Myanmar’s aviation landscape.

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