An Importance-Performance Analysis to Evaluate Airline Service Quality: The Case Study of a Budget Airline in Asia

This paper presents an importance-performance analysis on a Singapore-based budget airline. The survey questionnaire was designed and administered to 600 respondents on board of eight different regional flights in Asia. A total of 356 useful responses were collected and the data were processed and presented in the form of graphical IPA grids. This report served as a good starting point for a relatively new budget airline in understanding their passengers and coming up with ways to enhance customer satisfaction. The findings in this case study showed that there were areas that the passengers found important but the performance of the budget airline did not match up to their expectations. The discrepancy on the service quality perceived by the responding passengers in the survey needed to be addressed. Therefore, it was recommended that the management should allocate more resources to make improvements within the areas of checking-in service, in-flight entertainment, price, and convenience.