The Role of Mass Customization in Enhancing Passenger’s Satisfaction of Airlines Services.

نوع المستند : المقالة الأصلية

المؤلفون

1 Demonstrator in Tourism Studies Department Faculty of Tourism and Hotels-Mansoura University

2 Lecturer of Tourism Studies, Faculty of Tourism and Hotels, Mansoura University.

3 Professor of Tourism Studies, Faculty of Tourism and Hotels, Mansoura University

4 Professor of Tourism management, Faculty of Tourism and Hotels- Mansoura University

المستخلص

The study addressed the topic of mass customization of airline services and its impact on passenger satisfaction. Mass customization is a system that uses information technology, flexible processes and organizational structures to provide a wide range of products and services that meet the specific needs of individual customers (often defined by a series of options), at a cost close to the cost of mass-produced items. It aims to clarify the impact of airlines’ use of mass customization strategy on passenger satisfaction and to reach a set of results that can solve the problem of the study, which is that the tourism sector is highly competitive due to the constant search for new ways to attract customers. Some organizations find it difficult to meet their customers’ expectations in light of the current level of technology and the expanding scope of customer demands. Companies try to involve the customer in the process of creating the product to meet his needs and gain his satisfaction, as these customers demand products specifically designed to meet their needs. This ultimately leads to influential results in achieving passenger satisfaction and thus gaining their loyalty. The current study is based on the descriptive analytical approach, where a questionnaire was prepared to collect data related to the study variables and distributed electronically to a random sample from the study population, which consists of airline passengers, totaling 22 million travelers in 2024, with 416 forms distributed. The study reached several results, the most important of which is the existence of a positive relationship between mass customization of airline services and passenger satisfaction at a confidence level of 0.05, as involving passengers in the service production process increases their level of satisfaction. The study reached several recommendations, the most important of which is that airlines apply modern technology in their marketing strategies to keep pace with current changes, as the future will require more mass customization, which will take full advantage of the digital world.

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