This paper investigates the level of importance of pre selected service quality variables of local passengers with regard to the services rendered to them when making use of domestic airlines in South Africa and Italy. This information is relevant for management decision making with regard to maintaining a competitive position in a highly competitive air transport industry. The need for the study resulted from a worldwide tendency of economic downturn and the public caution on air travel, which is caused by the capacity of the airline industry to exceed demand substantially. The aim of this paper is therefore to identify the most important variables that travellers in South Africa and Italy value and expect from a domestic airline service provider. The outcome of the research may offer better understanding with regard to service quality management in the airline industry in developing countries and developed countries and could result in developing competitive strategies based upon quality concepts.
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