Customer satisfaction in Iranian airlines has obsessed my mind for a long time, moreover
losing market share by Iranian airlines and
high competition by foreign airline companies
in the airline market in Iran were the major motivation for such research. An important
aspect of customer relationship management (CRM), is customer satisfaction. This
research has been focused on CRM, customer satisfaction, expectation disconfirmation
theory and the SERVQUAL instrument. As
far as studied no similar and such
comprehensive research has been conducted in the airline industry in Iran. This research
is focusing on the customer point of view
. Data collection was done on nine IranAir
international routes during flight. Both theoretical and managerial implications were
obtained from the study. The theoretical implication shows strong relationship between
expectation disconfirmation and perceived performance which forms satisfaction. By this
research, the expectation disconfirmation theory
is confirmed in the airline industry. The
most important and crucial managerial implication is that airlines with old aircraft fleet
can still achieve customer satisfaction process, he
nce old aircraft fleet is just one factor of
several factors influencing and determining customer satisfaction formation process, the
highest priority which Iranian airlines have to focus on is the company’s responsiveness
aspects regarding their customers.