Air travel in the U.S.: An investigation of the influence of perceived risk in service quality

by Bao, Benjamin C., Ph.D., CAPELLA UNIVERSITY, 2009, 173 pages; 3359001


This quantitative investigation explored the influence of perceived risk on the service quality of air travel in the United States. The research examined whether perceived risk influences the service expectation and perception gaps that may exist for both business and non-business air travelers relative to their perceived service quality. Service quality was used as a measure of customer satisfaction. It was concluded that regardless of air traveler type, there exists the influence of perceived risk. The air traveler’s travel purpose and service quality were found to be correlated. Significantly, perceived risk and perceived service quality were found to be negatively correlated: As perceived risk increases, the perceived service quality decreases for each of the five dimensions of service quality. The negative correlation however is moderate. The study is consistent with earlier research on “sudden negative events”. It validates the correlation between certain elements of risk (financial, performance, physical, psychological, social and political), and service quality dimensions of Tangibles, Reliability, Responsiveness, Assurance, and Empathy. It empirically reveals the gap between the perceived importance of a risk element and the perceived recurrence of that risk in the foreseeable future. It further validates the use of service quality as a measure of customer satisfaction. This research potentially provides guidance for management to enhance processes that can maximize service quality in U.S. air travel. Not only should management do its utmost to increase air traveler satisfaction, it should not ignore the influence of perceived risk on perceived service quality. The study presents additional scenarios for future research.

AdviserGregory C. McLaughlin
Source TypeDissertation
SubjectsMarketing; Management; Occupational psychology
Publication Number3359001

About ProQuest Dissertations & Theses
With nearly 4 million records, the ProQuest Dissertations & Theses (PQDT) Global database is the most comprehensive collection of dissertations and theses in the world. It is the database of record for graduate research.

PQDT Global combines content from a range of the world's premier universities - from the Ivy League to the Russell Group. Of the nearly 4 million graduate works included in the database, ProQuest offers more than 2.5 million in full text formats. Of those, over 1.7 million are available in PDF format. More than 90,000 dissertations and theses are added to the database each year.

If you have questions, please feel free to visit the ProQuest Web site - - or contact ProQuest Support.