Service quality and behavioral intention among Cebu Pacific passengers: Basis for action plan

Abstract

This study investigates the relationship between service quality and behavioral intentions of passengers flying with Cebu Pacific. It also aims to gain beneficial insights to enhance the customer satisfaction and loyalty. Employing a descriptive correlation analysis, the study assessed multiple aspects of service quality, including dependability, responsiveness, assurance, empathy, and tangibles. A structured questionnaire was used to examine behavioral intentions such as repurchase intention and willingness to recommend. Data were gathered from passengers at five major airports in the Philippines. The results reveal significant positive correlations between all service quality dimensions and passenger behavioral intentions, with dependability and empathy having the strongest effects. These findings highlight the importance of comprehensive service quality management for enhancing passenger satisfaction and loyalty. For airlines, particularly in competitive markets like the Philippines, prioritizing multi-dimensional service quality improvements can lead to increased customer satisfaction, loyalty, market share, and profitability.