Article Preview
TopIntroduction
In the aftermath of the COVID-19 pandemic, the aviation industry has undergone unprecedented challenges, prompting a re-evaluation of service dimensions crucial to airline performances. This study aims to unveil the key differentiated service dimensions that have emerged as pivotal factors in shaping passenger experiences during and after the pandemic. As travelers' expectations and preferences continue to evolve, understanding the distinctive aspects of airline services becomes imperative for industry stakeholders seeking to adapt and thrive in the post-COVID era. Prior to COVID-19, when making purchasing decisions, passengers evaluated the quality of airline products or services through personal experiences, physical attributes, and awards or certificates, seeing them as indicators of designed quality from the airlines. The pandemic has induced a significant shift in airline perception, fundamentally altering how passengers and industry stakeholders perceive and prioritize various aspects of air travel such as space for hygiene and comfort and flexibility in travelling plans. Airlines that have demonstrated agility in adapting to these changing expectations and that have effectively communicated their commitment to passenger safety have gained a competitive edge in the post-COVID landscape.
Encompassing service quality dimensions such as reliability, responsiveness, assurance, empathy, and tangibles plays a pivotal role in influencing passengers' choices when selecting an airline (Chou et al., 2011; Kavus et al., 2022; Pakdil & Aydin, 2007). In the competitive aviation industry, passengers evaluate airlines based on their perceived service quality to make informed decisions. Reliability, ensuring consistent and dependable services, is crucial for flight punctuality and baggage handling. Responsiveness involves the airline's ability to address passengers' needs promptly and effectively. Assurance relates to the competence, courtesy, and credibility of airline staff, instilling confidence in travelers. Empathy involves understanding and caring for passengers, creating a positive emotional connection. Tangibles encompass the physical elements of service, from aircraft condition to cabin comfort. Airlines that excel in these dimensions are more likely to attract and retain customers, as passengers increasingly prioritize service quality and overall experience in their decision-making process, recognizing the value of a comprehensive and satisfying travel encounter. One approach to enhancing quality perception is through awards, which serve to assure passengers of performance and capture customer attention. Award-winning services create positive perceptions even without direct customer experience. In wine tourism, for instance, the aesthetic appeal of a cellar gate and numerical rankings or awards reinforce wine quality (Lockshin & Spawton, 2001), bridging the gap between tangible appearances and intangible value. Similarly, Zagat ratings drive restaurant choices based on the belief that top-ranked establishments offer superior food and services. Higher rankings generally indicate better overall quality, yet variations in specific service aspects exist. A 5-star restaurant signifies excellent food taste and premium decor, while a 4-star one may excel in food with moderate decor or vice versa. Awards and certificates emphasize certain facets of product or service performance, potentially overlooking other dimensions. Nevertheless, some characteristics have a greater impact on the overall perception of a product, particularly in service sectors that handle several subtle distinctions.