Short answer

Develop and utilize industry- and culture-specific service quality models rather than relying on generic frameworks to accurately assess and improve customer satisfaction.

Field: Innovation & Markets
Source: The Open Collections (Coventry University) (2015)
Method: Multi-methodology research
Evidence: Strong effect

Existing service quality models like SERVQUAL are insufficient for low-cost carriers (LCCs), necessitating a specialized model (LCCSQUAL) that accounts for industry-specific attributes and cultural nuances, particularly in regions like the Middle East. This innovation & markets research insight is drawn from a 2015 study published in The Open Collections (Coventry University). Using Multi-methodology research, researchers explored how this design variable affects real-world outcomes. The key design takeaway: Develop and utilize industry- and culture-specific service quality models rather than relying on generic frameworks to accurately assess and improve customer satisfaction.

Study

Innovation & MarketsHigh ImpactStrong effect

LCCSQUAL: A Tailored Service Quality Model for Low-Cost Carriers in Emerging Markets

The Open Collections (Coventry University) · 2015

Key Findings

01The original SERVQUAL model does not fully capture the service quality expectations and perceptions of passengers for low-cost carriers.
02A new model, LCCSQUAL, with twenty-five variables, is proposed to better represent LCC service quality.
03Cultural influences significantly impact passenger decision-making in service quality assessments, a factor not addressed in the original SERVQUAL model.

Application

Design takeaway

Develop and utilize industry- and culture-specific service quality models rather than relying on generic frameworks to accurately assess and improve customer satisfaction.

How to apply

When designing or evaluating services for niche markets or industries with unique operational models, conduct research to develop bespoke measurement tools that reflect specific attributes and user contexts.

Project actions

01When researching a specific industry, look for existing models and consider if they truly fit the context.
02If a model doesn't fit, think about what unique factors of the industry or user group are missing and how you could incorporate them.

Method & Evidence

AimTo develop and validate a comprehensive service quality model (LCCSQUAL) specifically for low-cost carriers, incorporating industry-specific attributes and cultural influences relevant to the Middle Eastern market.

MethodMulti-methodology research

ProcedureThe study involved evaluating the applicability of the SERVQUAL model, identifying its limitations for LCCs, and proposing a revised conceptual model (LCCSQUAL) with twenty-five variables. This new model was then tested within the cultural context of the Middle East.

ContextAviation industry, specifically low-cost carriers in the Middle East.

Variables

IVService quality attributes (as defined by LCCSQUAL), cultural background.

DVPassenger satisfaction, behavioural intentions.

CVType of low-cost carrier, specific routes, passenger demographics (potentially).

Strengths & Limitations

Strengths

+Addresses a specific gap in existing literature regarding LCC service quality.
+Incorporates cultural context, which is often overlooked in service quality research.

Limitations

The proposed LCCSQUAL model might need further refinement and validation across a broader range of LCCs and diverse cultural settings.

Reliability & validity

The reliability of the LCCSQUAL model would be assessed by its consistency in measuring service quality across different passenger groups and LCCs. Validity would be established by demonstrating that the model accurately measures what it intends to measure – LCC service quality and its impact on satisfaction.

Think critically

To what extent do cultural factors truly influence service quality perceptions, and how can these influences be objectively quantified and integrated into design models?

Design Principles

"Contextualize service quality measurement to align with specific industry characteristics and target market cultural values."

Understanding and measuring service quality is crucial for any business aiming to satisfy customers and foster loyalty. For LCCs, which operate on a different value proposition than traditional carriers, a bespoke approach to service quality measurement is essential for strategic development and market positioning.

What This Means for Your Design

Old ways of measuring how good a service is don't work well for budget airlines. We need a new way that looks at what budget airlines actually do and what people from different cultures expect.

How to use in your project

1.Use this research to justify the development of a new or adapted design tool or framework for your own design project, explaining why existing tools are insufficient.

Add to My Project

Quick Cite

Paragraph starter

This research highlights the critical need for context-specific design tools. The study found that generic service quality models, such as SERVQUAL, were inadequate for low-cost carriers (LCCs), leading to the development of a tailored model, LCCSQUAL. This underscores the importance of adapting research methodologies and frameworks to the unique attributes of a specific industry and the cultural influences of its target audience, a principle directly applicable to the design of [mention your project's context].

Source

The Open Collections (Coventry University)

Investigating passenger satisfaction : a model for measuring service quality of low cost carriers

journal · 2015

View source

Questions About This Research

What does the research say about lccsqual: a tailored service quality model for low-cost carriers in emerging markets?: Develop and utilize industry- and culture-specific service quality models rather than relying on generic frameworks to accurately assess and improve customer satisfaction. Evidence: The Open Collections (Coventry University) (2015).
Why does "LCCSQUAL: A Tailored Service Quality Model for Low-Cost Carriers in Emerging Markets" matter for design?: Understanding and measuring service quality is crucial for any business aiming to satisfy customers and foster loyalty. For LCCs, which operate on a different value proposition than traditional carriers, a bespoke approach to service quality measurement is essential for strategic development and market positioning.
How can designers apply this research?: Develop and utilize industry- and culture-specific service quality models rather than relying on generic frameworks to accurately assess and improve customer satisfaction.
What were the main findings?: The original SERVQUAL model does not fully capture the service quality expectations and perceptions of passengers for low-cost carriers.. A new model, LCCSQUAL, with twenty-five variables, is proposed to better represent LCC service quality.. Cultural influences significantly impact passenger decision-making in service quality assessments, a factor not addressed in the original SERVQUAL model.
What research method was used?: Multi-methodology research.
How strong is the evidence?: Evidence strength is rated Strong effect, based on a 2015 journal from The Open Collections (Coventry University).
What should I do differently in my next project?: When designing or evaluating services for niche markets or industries with unique operational models, conduct research to develop bespoke measurement tools that reflect specific attributes and user contexts.
What are the limitations?: The study's focus on the Middle East may limit the direct generalizability of the LCCSQUAL model to other cultural contexts without further validation.