The effect of expected and perceived service quality on customer satisfaction: A sample application in air cargo businesses

Aviation sector is an indispensable part of global trade today. In this study, the impact of the quality of air cargo services on the satisfaction of corporate customers is examined. Based on the SERVQUAL model, it is investigated how the difference between the expected and perceived service quality of customers affects their satisfaction levels. For this purpose, data were collected from the companies in the sector and analysed by statistical methods. The results of the study provide important information on how air cargo companies can increase customer satisfaction by improving service quality. The analyses revealed that customer satisfaction has a strong relationship with both expected and perceived service quality. Both expected and perceived quality significantly affect customer satisfaction. In particular, perceived quality explains a larger portion of customer satisfaction. This shows that the extent to which the service that customers experience matches their expectations has a direct impact on satisfaction. Demographic factors were also found to have an impact on both expected and perceived quality, and thus on customer satisfaction. Variables such as age, education level, income status, reason for cargo usage shape the service quality expectations and perceptions of customers. According to the correlation analysis, a positive and moderate relationship was determined between perceived quality and customer satisfaction with r=0,507 and p<0,05 significance level. A positive moderate relationship was determined between expected quality and customer satisfaction with r=0,530 and p<0,05 significance level. The regression analysis conducted to determine the effect of expected quality on customer satisfaction was statistically significant (F=155,622; p=0,000). With R2 coefficient of determination of 0.281, 28.1% of customer satisfaction is explained by expected quality.