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H. Variable Measurement.
The variable in the questionnaire are categorized into the groups according to the framework of this research, the variable are measured in
some ways that will be able to test the hypotheses, however in attempt to reduce the scale bias, Linkert Kind of scale are used to measure the dependent
and independent variables Sekaran, 2006. The questionnaire used is closed questions refer to the alternative that are mutually exclusive and collectively
exhaustive give to the respondent, it can make them quick and easy to interpret. Here are the question build from indicator that measured from each
dimension of variables.
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Table 3.6 Questionnaire Development
Dimensions Questionnaire
X1 Promotion Advertising.
Promotion with advertisement influence my satisfaction
Personal Selling.
Launching program influence my satisfaction
Personal selling influence my satisfaction easy than other
Publicity.
Radio or Television influence my satisfaction
Sales Promotions.
Sales promotion affect my customer
satisfaction X2Service Quality
Tangibles
AirAsia’s facilities, equipment, personnel,
and communication materials are visible.
Assurance Knowledge, courtesy and ability of
employee can convey my trust and
confidence.
Reliability AirAsia able to perform the promised
service accurately.
Responsiveness AirAsia’s crew or employee willingness to
help customers
Empathy The firm provides individualized attention to
the customers. X3 Customer Experiences
On Time Departure Schedule stated in my ticket is managed on
the time.
Safety. I felt safety with my flight
Better Service. I felt comfortable to the crew serve me with
better service
Cheaper Airfares. Flight with the low fare influence my travel
Easy Booking, I enjoyed with procedures and not
complicated when I book ticket online X4 Brand
Image Brand image play an important role in my
decision to booking ticket online
Awareness I aware, if someone asked me about
Airlines, I will ask him or her to purchase
AirAsia’s ticket.
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CHAPTER IV FINDING AND ANALYSIS
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