Calidad en el servicio y satisfacción del pasajero en las aerolíneas de bajo costo en el estado de Sonora.

Luis Enrique Ibarra Morales, Daniel Paredes Zempual, María Guadalupe Durazo Bringas


El objetivo del artículo es establecer una relación causal entre las dimensiones que miden la calidad en el servicio y su impacto en la satisfacción del pasajero en las aerolíneas de bajo costo en el estado de Sonora, mediante la aplicación de 765 encuestas y el método ServPerf para su medición. La dimensión que más impactó fue la Empatía, -atención individualizada al momento de brindar el servicio-. Un modelo de regresión de datos explicó el 62.9% la variabilidad en la satisfacción del pasajero. Esta información servirá de base para atraer y en su caso, retener a la mayoría de los clientes.

Palabras clave

Calidad en el servicio; satisfacción del cliente

Texto completo:



Albrecht, K. y Zemke, R. (1985). Service America. Dow Jones-Irwin, Homewood, IL.

Aksoy, S., Atilgan, E. & Akinici, S. (2003). Mapping service quality in tourism industry. Managing Service Quality, 13(5), 412-422.

Anderson, S., Klein, P.L. & Widener, S.K. (2008). Linking customer satisfaction to the service concept and customer characteristics. Journal of Service Research, 10(4), 365-381.

Angur, M.G., Nataraajan, R. & Jahera, Jr. J.S. (1999). Service Quality in the banking industry: an assessment in a developing economy. The Journal of Services Marketing, 13(2), 132-150.

Atalik, O. (2009). Voice of Turkish Customer: Importance of Expectations and Level of Satisfaction at Airport Facilities. Review of European Studies, 1(1), 61-67.

Babakus, E. & Boller, G.W. (1992). An empirical assessment of SERVQUAL scale. Journal of Business Research, 24(3), 253-268.

Babakus, E. & Mangold, G.W. (1992). Adapting the SERVQUAL scale to hospital services: an empirical investigation. Health Services Research, 26(6), 767-786.

Barsky, J.D. & Labagh, R. (1992). A strategy for customer satisfaction. The Cornell Hotel and Restaurant Administration Quarterly, 35(3), 32-40.

Bejou, D. & Palmer, A. (1998). Service failure and loyalty: An exploratory empirical study of airline customers. Journal of Services Marketing, 12(1), 7-22.

Berry, L.L., Parasuraman, A. & Zeithaml, V.A. (1988). The service-quality puzzle. Business Horizons, September/October, 35-43.

Berry, L.L., Zeithaml, V. A., & Parasuramn, A. (1985). Quality counts in services, too. Business Horizons. May-June, 44-52.

Blumberg, B., Cooper, D.R. & Schinder, Pamela S. (2005). Business Research Methods. UK, McGraw-Hill Education.

Carman, J.M. (1990). Consumer perceptions of service quality: an assessment of the SERVQUAL dimensions. Journal of Retailing, 66, 33-35.

Chilembwe, J.M. (2014). Evaluation of Service Quality, Value and Satisfaction of Air Transportation in Malawi: Case Study of Air Malawi. International Journal of Social Sciences and Entrepreneurship, 1(11), 236-266.

Chiou, Y. & Chen, Y. (2009). An Investigation of Service Quality in China Low Cost Carrier Market. Journal of the Eastern Asia society for Transportation Studies, 8, 1-16.

Cronin, J.J. & Taylor, S.A. (1992). Measuring Service Quality: A Reexamination and Extension. Journal of Marketing, 56 (July), 55-68.

Cronin, J.J. & Taylor, S.A. (1994). SERVPERF versus SERVQUAL: reconciling performance-based and perceptions-minus-expectations measurement of service quality. Journal of Marketing, 58, 125-131.

Czepiel, A.J. & Gilmore, R. (1987). Exploring the Concept of Loyalty in Services. In: J.A.

Chan, K.R. & Liu, C. Yeh. (2002). The study of domestic airline service quality promotion. Journal of quality, 44-54.

Chang, Y. & Yeh, C. (2002). A survey analysis of service quality for domestic airlines. European Journal of Operational Research, 139, 166-177.

Chau, V.S. & Kao, Y. (2009). Bridge over troubled water or long and winding road: Gap 5 in airline service quality performance measures. Managing Service Quality, 19(1), 106-134.

Chen, C.F. (2008). Investigating structural relationships between service quality, perceived value, and customer satisfaction on customer behavioral intentions for air passengers: Evidence from Taiwan. Transportation Research Part A, 42, 709-177.

Chinunda, E.D. (2014). Customer Service: The Kingpin of Business Success in Africa. Limbe-MALAWI: Assemblies of God Press.

Cronbach, L.J. (1946). Response sets and test validity. Educational and Psychological Measurement, 6(4), 475-494.

Ekinci, Y., Prokopaki, P. & Cobanoglu, C. (2003). Service quality in Cretan accommodations: marketing strategies for the UK holiday market. International Journal of Hospitality Management, 22, 47-66.

Field, A. (2009). Discovering statistics using SPSS. London: Sage publications Ltd.

Fodness, D. & Murray, B. (2007). Passengers’ expectations of airport service quality. Journal of Services Marketing, 21(7), 492-506.

Fornell, C. (1992). A national customer satisfaction barometer: the Swedish experience. Journal of Marketing, 56, 6-21.

Gadenne, D. & Sharma, B. (2009). An investigation of the hard and soft quality management factors of Australian SMEs and their association with firm performance. International Journal of Quality & Reliability Management, 26(9), 865-880.

Gibson, H. (2005). Towards an understanding of why sport tourists do what they do. Sport in Society Special Issue: Sport Tourism: Concepts and Theories, 8(2), 198-217.

Gilbert, D. & Wong, R.K.C. (2003). Passenger expectations and airline services: A Hong Kong based study. Tourism Management, 24, 519-532.

Gordon H.G. McDougall & Terrence Levesque. (2000). Customer satisfaction with services: putting perceived value into the equation. Journal of Services Marketing, 14(5), 392-410.

Grönroos, C. (1982). Strategic Management and Marketing in the Service Sector. Swedish School of Economics and Business Administration, Helsingfors.

Grönroos, C. (2001). A service quality model and its Marketing implications. European Journal of Marketing, 18(4), 36-44.

Grupo Aeroportuario del Pacífico. Estadísticas de vuelos, 2015. Recuperado de:

Gursoy, D., Chen, M.H. & Kim H. J. (2005). The US airlines relative positioning based on attributes of service quality. Tourism Management, 26(1), 57-67

Gustafsson, A., Ekdahl, F., & Edvardsson, K. (1999). Customer focused service development in practice. A case study at Scandinavian Airline System (SAS). International Journal of Service Industry Management, 10(4), 344-358.

Halstead, D. & Page, T.J. Jr. (1992). The Effects of satisfaction and complaining behavior on consumers repurchase behavior. Journal of Satisfaction Dissatisfaction and Complaining Behavior, 5, 1-11.

Hill, Terry. (2000). Manufacturing Strategy: Text and Cases. 3rd. ed. Boston: Irwin McGraw-Hill.

Hongxiu, L., Lamsr, L.Y. & Reima, S. (2009). Measuring of E-service quality: An Empirical study on online travel service. 17th European conference on Information Systems, ECIS.

Huang, Y. (2009). The effect of Airline Service Quality on Passengers’ Behavioural Intentions using SERVQUAL Scores: A Taiwan Case study. Journal of the Eastern Asia Society for Transportation Studies, 7(8), 1-14.

Jain, S.K. & Gupta, G. (2004). Measuring Service Quality: SERVQUAL versus SERVPERF Scales. Journal of Business Research, 29(2), 25-29.

Jou, R.C., Lam, S.H., Hensher, D.A., Chen, C.C. & Kuo, C.W. (2008). The effect of service quality and price on international airline competition. Transportation Research Part E., 44, 580-592.

Karatepe O.M. & Avci, T. (2002). Measuring service quality in the hotel industry: evidence from Northern Cyprus. Anatolia: An International Journal of Tourism and Hospitality Research, 13(1), 19-32.

Lee, H., Lee, Y. & Yoo, D. (2000). The determinants of perceived service quality and its relationship with satisfaction. Journal of Service Marketing, 14(3), 217-231.

Lee, J., Kim, H., Ko, Y.J. & Sagas, M. (2011). The influence of service quality on satisfaction and intention: A gender segmentation strategy. Sport Management Review, 14, 54-63.

Legoherel, P. (1998). Quality of tourist services: the influence of each participating component on the consumer’s overall satisfaction regarding tourist services during a holiday. Third International Conference on Tourism and Hotel Industry in Indo-China and Southeast Asia: Development, Marketing and Sustainability, Thailand, proceeding book, 47-54.

Lu, J.L. & Ling, F.Y. (2008). Cross-cultural perspectives regarding service quality and satisfaction in Chinese cross-strait airlines. Journal of Air Transport Management, 14, 16-19.

Mason, Keith, J. (2002). Future Trends in Business Travel Decision Making. Journal of Air Transportation, 7, 47-68.

Murray R. Spiegel y Larry J. Stephens. (2009). Estadística. 4ª. Ed. Mc Graw-Hill. México, D.F.

Nadiri, H. & Hussain, K. (2005). Diagnosing the zone of tolerance for hotel services. Managing Service Quality, 15(3), 259-277.

Nadiri, H., Hussain, K., Ekiz, E.H. & Erdoğan, S. (2008). An investigation on the factors influencing passengers´ loyalty in the North Cyprus national airline. The TQM Journal, 20(3), 265-280.

Negi, R. (2009). Determining customer satisfaction through perceived service quality: A study of Ethiopian mobile users. International Journal of Mobile Marketing, 4(1), 31-38.

Nejati, Mehran, Nejati, Mustafa & Shafaei, A. (2008). Ranking airlines’ service quality factors using a fuzzy approach: study of the Iranian society. International Journal of Quality and Reliability Management, 26(3): 247-260.

Oliver, R. (1997). Satisfaction: A Behavioral Perspective on the Consumer, McGraw-Hill, New York.

Oliver, R. (1994). A conceptual model of service quality and service satisfaction: compatible goals, different concepts. Advances in Services Marketing and Management, Swartz, T.A., Bowen D.E. and Brown S.W. eds. Greenwich, CT: JAI Press, 65-85.

Ostrowski, P. L., O’Brien, T. V. & Gordon, G. L. (1993). Service quality and customer loyalty in the commercial airline industry. Journal of Travel Research, 32, 16-24.

Pakdil, F. & Aydin, O. (2007). Expectations and perceptions in airline services: An analysis using weighted SERVQUAL scores. Journal of Air Transport Management, 13, 229-237.

Parasuraman, A., Zeithaml, V.A. & Berry, L.L. (1994). Reassessment of expectations as a comparison standard in measuring service quality: implications for future research. Journal of Marketing, 58, 111-124.

Parasuraman, A., Berry, L.L., & Zeithaml, V.A. (1991). Refinement and reassessment of the SERVQUAL scale. Journal of Retailing, 67(4), 420-450.

Parasuraman, A., Zeithaml, V.A. & Berry, L.L. (1985). A conceptual model of service quality and its implications for future research. Journal of Marketing, 49, 41-50.

Parasuraman, A., Zeithaml V.A. & Berry L.L. (1988). SERVQUAL: a multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1), 12-40.

Parasuraman, A., Zeithml, V. A. & Berry, L. L. (1990). Delivering Quality Service: Balancing Customer Perception and Expectations. The Free Press, New York, P. 226.

Park, J. (2007). Passenger perceptions of service quality: Korean and Australian case studies. Journal of Air Transport Management, 13, 238-242.

Park, J.W., Robertson, R. & Wu, C.L. (2005). Investigating the effects of service quality on airline image and behavioral intentions: findings from Australian international air passengers. Journal of Tourism Studies, 16, 2-11.

Porter, M. & Kramer, M. (2011). How to Fix Capitalism and unleash a new wave of growth. Harvard Business Review, January/February.

Prayag, G. (2007). Assessing international tourists’ perceptions of service quality at Air Mauritius. International Journal of Quality and Reliability Management, 24(5), 492-514.

Rust, R.T. & Oliver, R.L. (1994). Service quality insights and managerial implications from the frontier, in Roland T. Rust and Richard L. Oliver (eds). Service Quality: New Dimensions in theory and Practice. Thousand Oaks, CA: Sage Publications, 1-9.

Sachdev, S.B. & Verma, H. (2002). Customer expectations and service quality dimensions consistency. A study of select industries. Journal of Management Research, April, 43-52.

Saha, G.C. & Theingi, H. (2009). Service quality, satisfaction, and behavioral intentions: A study of low-cost airline carriers in Thailand. Managing Service Quality, 19(3), 350-372.

Saravanan, R. & Rao, K. S. P. (2007). Measurement of service quality from the customer’s perspective – An empirical study. Total Quality Management, 18(4), 435-449.

Smith, R.A. & Houston, M.J. (1982). Script-based evaluations of satisfaction with services, in Berry, L., Shostack, G. and Upah, G. (Eds), Emerging Perspective on Services Marketing, AMA, Chicago, IL, 59-62.

Somwang, C. (2008). An assessment of Passenger’ Views of Service quality in Thai Low Cost Carriers. RU International Journal, 2(1), 71-81.

Sumarwan, U. (2011). Perilaku Konsumen Teori dan Penerapannya Dalam Pemasaran. Bogor: Ghalia Indonesia.

Stevens, P., Knutson, B. & Patton, M. (1995). DINESERV: a tool for measuring service quality in restaurants. The Cornell Hotel and Restaurant Administration Quarterly, 5, 56-60.

Teas, K.R. (1994). Expectations as a comparison standard in measuring service quality: an assessment of a reassessment. Journal of Marketing, 58, 132-139.

Van Pham, K. & Simpson, M. (2006). The impact of frequency of use on service quality expectations: An empirical study of Trans-Atlantic airline passengers. The Journal of American Academy of Business, 10(1), 1-6.

Wicks, A. M., & Roethlein, C. J. (2009). A Satisfaction-Based Definition of Quality. Journal of Business & Economic Studies, 15(1), 82-97.

Zeithaml, V.A. y Bitner M.J. (2000). Services marketing: integrating customer focus across firms. 2nd edn. Boston: McGraw-Hill.

Zeithaml, V.A., Parasuraman, A., y Berry, L.L. (1990). Delivering quality service: Balancing customer perceptions and expectations. New York: The Free Press: (1990).

Enlaces refback

  • No hay ningún enlace refback.

TRANSITARE, Año 7, Número 1, enero-junio 2021, es una publicación semestral en línea editada por la Universidad Anáhuac de Oaxaca, S.C. a través de la Coordinación de Investigación y la Coordinación de Publicaciones, con domicilio ubicado en Blvd. Guadalupe Hinojosa de Murat No. 1100. San Raymundo Jalpan, Oaxaca, México. CP 71248.: +52 (951)5016250. Editor responsable: Rosa María López Oliver Farías. Reserva de Derechos al Uso Exclusivo 04-2013-110613222500-203, ISSN: 2395-9835, ambos otorgados por el Instituto Nacional del Derecho de Autor.

Responsable de la última actualización de este Número, Departamento de Servicios de Tecnología de la Universidad Anáhuac de Oaxaca, S.C., Ing. José Ángel Jiménez Canseco, Blvd. Guadalupe Hinojosa de Murat No. 1100. San Raymundo Jalpan, Oaxaca, México. CP 71248, fecha de última modificación,  26 de enero de 2021.

Los contenidos de los artículos son responsabilidad de los autores y una vez publicado, las consideraciones a los mismos serán turnados a los autores para que ellos resuelvan las posibles controversias con respecto de sus trabajos. La reproducción total o parcial está autorizada siempre y cuando se cite la fuente.


Licencia de Creative Commons
Este obra está bajo una licencia de Creative Commons Reconocimiento-NoComercial 4.0 Internacional.