Analysis of the Relative Importance of Service Quality Factors for Domestic Low-Cost Carriers Using AHP Methodology

This study analyzes the relative importance of service quality factors for low-cost carriers (LCCs) using the Analytic Hierarchy Process (AHP) methodology.The research involved 15 aviation industry experts, including airline executives, cabin crew members, aviation service professors, and airport service managers.The analysis revealed that economy (0.367) and tangibility (0.269) were the most crucial factors, accounting for approximately 63.6% of all evaluation factors, followed by reliability (0.173), empathy (0.103), responsiveness (0.051), and assurance (0.034).Among the detailed evaluation factors, individual customer care (0.577), on-time performance (0.566), and airfare economics (0.543) were identified as the top three priorities.The findings suggest that LCCs should focus on cost efficiency while maintaining an appropriate level of service quality.The study extends the traditional SERVQUAL model by adding an economic dimension, providing a more comprehensive framework for evaluating LCC service quality.The research offers practical implications for LCCs in resource allocation and service improvement strategies, emphasizing the importance of balancing price competitiveness with service quality.While maintaining competitive pricing remains crucial for LCCs, factors such as crew professionalism (0.535), modern aircraft facilities (0.487), and prompt crew response (0.405) are also significant for sustaining competitive advantage.This research contributes to the academic literature by providing a specialized service quality evaluation framework for LCCs and offers practical guidelines for service quality improvement strategies in the aviation industry.