The Significant Impact of Service Quality and Service Convenience on Customer Satisfaction: An Empirical Study from the Airline Industry in Vietnam

Introduction Considering the rapid advancement of the airline sector, research must offer a comprehensive perspective on service quality and customer viewpoints. The study examines the specific relationship between service quality and consumer satisfaction in the airline industry, with service convenience and perceived risk as mediators. Methods The gathered data were analyzed by employing a technique known as Partial Least Squares Structural Equation Modeling (PLS-SEM), which is appropriate for complex models that contain latent variables. The research sample consisted of 375 customers who had experience travelling by air and were willing to participate in the study. Results The findings underscore the mediating role of service convenience in the attainment of customer satisfaction derived from service quality. Another key finding is that service quality directly affects customer satisfaction, whereas perceived risk does not substantially affect customer satisfaction. Discussion This study presents a discussion of the research findings, encompassing four primary components: (i) service quality has a direct impact on customer satisfaction, (ii) service quality directly influences service convenience and indirectly affects customer satisfaction through service convenience, (iii) service quality has an inverse relationship with perceived risk, and (iv) the perceived risk does not significantly impact customer satisfaction. Conclusion The study offers valuable insights for both researchers and managers in airlines and tourism organizations, enabling them to enhance consumer satisfaction by improving service quality and convenience in airline services. This is crucial in the present context owing to intense rivalry in the hospitality sector.