Service Quality in Airline Industry: A Study of Deregulated Domestic Airline Industry in Nigeria Using Servqual Model

The study investigates the impact of deregulation on service quality in Nigeria’s domestic airline industry using the SERVQUAL model. Employing a mixed-methods approach, the study collected data through structured passenger questionnaires and in-depth interviews with airline personnel. Quantitative findings reveal that although service quality in the industry is marginally above average, significant gaps persist across all five SERVQUAL dimensions (tangibles, reliability, responsiveness, assurance, and empathy) indicating that passengers’ expectations consistently exceed their actual experiences. Notably, the empathy dimension recorded the widest negative gap. Logistic regression results indicate that all service dimensions significantly influence customer satisfaction, with assurance and responsiveness having the strongest effects. Qualitative insights highlighted operational constraints such as limited fleet size, cost pressures, and infrastructural deficits, while also identifying efforts at service improvement. The study concludes that while deregulation has enhanced market participation and marginally improved service quality, it has not fully delivered on its promise of superior customer experience. It recommends a balanced policy framework that enforces minimum service standards, promotes service-based competition, and strengthens regulatory oversight to enhance consumer welfare and market efficiency.