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A qualidade do serviço na TAAG - Linhas Aéreas de Angola : satisfação do cliente, intenções de recompra e passa-palavra
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Resumo(s)
No presente estudo a qualidade dos serviços da TAAG será o principal constructo a ser abordado. O principal objetivo deste trabalho é estudar a qualidade dos serviços da TAAG e as dimensões que a compõem, segundo o Modelo AIRQUAL. Numa segunda fase será avaliada a forma como esta tem influência na satisfação dos consumidores, na intenção de recompra e no passa-palavra. Assim, optou-se por utilizar uma abordagem descritiva, recorrendo ao método quantitativo através de inquérito online, no período entre 18 de Maio e 07 de Julho de 2014. A amostra foi seleccionada de forma não probabilística, por conveniência a 482 indivíduos de nacionalidade Angolana e Portuguesa, e consumidores dos serviços da TAAG. Os resultados mostraram uma relação positiva e significativa entre as dimensões da qualidade de serviço da TAAG e os outputs da qualidade de serviço, nomeadamente: satisfação do consumidor, intenção de recompra e passa-palavra. Constatou-se também que a imagem da companhia aérea é a principal determinante da satisfação e do passa-palavra e que a empatia é a principal determinante da intenção de recompra. Os resultados da análise de regressão múltipla revelaram que os aspectos tangíveis (do avião e do terminal) não são estatisticamente significativos.
The main issue addressed by this study is the service quality offered by TAAG to their customers. The main purpose of this work is to identify the main dimensions of the service quality provided by an airline company and to evaluate the service quality for each dimension, based on the AIRQUAL model. Furthermore, we aim at analyzing the influence of each service quality dimension in different marketing outcomes, as follows: customer satisfaction, likelihood to return and to recommend to others. This study employed a quantitative research design by means of an online survey. Data was gathered from May to July 2014. We collected data from a convenience sample of Portuguese and Angolans consumers of the TAAG services. The results revealed a positive and statistically significant relation between each service quality dimension and the outputs of service quality, customer satisfaction, likelihood to return and to recommend to others. We concluded that the image of the airline is the main determinant of satisfaction and positive word-of-mouth and empathy the main determinant of loyalty. The results of the regression analysis also revealed that the tangibles (terminal and airplane) seem to be less important than the other dimensions of service quality.
The main issue addressed by this study is the service quality offered by TAAG to their customers. The main purpose of this work is to identify the main dimensions of the service quality provided by an airline company and to evaluate the service quality for each dimension, based on the AIRQUAL model. Furthermore, we aim at analyzing the influence of each service quality dimension in different marketing outcomes, as follows: customer satisfaction, likelihood to return and to recommend to others. This study employed a quantitative research design by means of an online survey. Data was gathered from May to July 2014. We collected data from a convenience sample of Portuguese and Angolans consumers of the TAAG services. The results revealed a positive and statistically significant relation between each service quality dimension and the outputs of service quality, customer satisfaction, likelihood to return and to recommend to others. We concluded that the image of the airline is the main determinant of satisfaction and positive word-of-mouth and empathy the main determinant of loyalty. The results of the regression analysis also revealed that the tangibles (terminal and airplane) seem to be less important than the other dimensions of service quality.
Descrição
Mestrado em Marketing
Palavras-chave
Qualidade do serviço Satisfação Intenção de recompra Passa-palavra Service Quality Satisfaction Repurchase Intention Word-of-mouth
Contexto Educativo
Citação
Ezequias, Stover Eduardo Dunduma (2014). "A qualidade do serviço na TAAG - Linhas Aéreas de Angola : satisfação do cliente, intenções de recompra e passa-palavra". Dissertação de Mestrado, Universidade de Lisboa. Instituto Superior de Economia e Gestão.
Editora
Instituto Superior de Economia e Gestão