An Appraisal of Passenger's Satisfaction with IranAir Services Based on the life Cycle Model

Based on the life cycle model for the year period 2010-2011(1389), this research is conducted to assess the passenger's satisfaction with the services rendered by Iran Air as well as to determine the satisfaction of those passengers who were in direct contact with sales staff, airport services and in-flight personnel. Moreover, this study investigates the factors contributing to Iran Air passenger's satisfaction and categorizes them from passenger's point of view. This research comprises one main question and four sub-questions and one main assumption and four sub-assumptions. The statistical population is composed of passengers who have had at least two domestic and/or international flights in 2 years. Among this population, a sample comprising 385 passengers using clustering method has been chosen. A questionnaire based on Calakuta model and in form of Likert spectrum has been devised and distributed and the information has been extracted. The methodology for gathering the information is in form of filed. For analyses and interpretation of the information, the SPSS software has been used. The result of this research is reveals the fact that the level of Iran Air passengers satisfaction in all three stages of attraction, promotion and maintenance is above the average. Also, the satisfaction with sales, airport and in-flight services stands above average. The factors effecting the passenger's satisfaction can be categorized and prioritized as: 1-Satisfaction with credibility and brand of the company, 2-Satisfaction with services rendered to frequent fliers, 3- Satisfaction with quality of services, 4-Satisfaction with price (ticket, accompanied baggage, special services), 5-Satisfaction with after ticket sales services, 6- Satisfaction with flexibility of services, 7- Satisfaction with flights safety.