Application IPA in Investigating Service Quality, Customer Satisfaction of Vietjet Air- Low-cost Carriers in Vietnam

This study is based on SERVQUAL model, customer satisfaction and customer loyalty. Use Importance – Performance Analysis (IPA) to design and analyze inquiries for the purpose of investigating, assessing service quality and customer loyalty for two low cost airlines in Vietnam. A total of 297 useful responses were collected and the data were processed and presented in the form of graphical IPA grids. The main purpose of this study is to find out the factors of service quality low-cost airline affect satisfaction and customer loyalty. Then find ways to improve quality of service of VietJet Air. The analysis of IPA for VietJet Air show that customers want to be respectful of the rights of myself more. In addition, VietJet Air needs to invest in training staff to learn better about the service they provide to customers.