Resumen
Most studies on revenue or yield management have focused on its benefits to airline companies (Anderson & Wilson, 2003; Jerath, Netessine & Veeraraghavan, 2010). Then, the buying behavior of airline passengers has been studied by Diggines (2010), Gupta, Su and Walter (2004) and Yu (2008). General customer search theory has explored the strategies that customers use to make a purchase decision (Stigler, 1961; Koch & Cebula, 2002; Öörni, 2003; Armstrong, Vickers & Zhou 2009). The airline industry has known some difficulties as the overall world economy. Therefore, the challenge of each airline company is to cut costs while increasing profitability and achieving a satisfactory customer service. For this research, the approach is a quantitative one; a stratified random sampling is used and 131 completed questionnaires are collected for the subsequent analysis. The statistical software sphinx IQ is used to analyze the data. Four (4) dimensions of e-service quality are identified, i.e. website ease of use, website design, website reliability and responsiveness. The results show that these four (4) dimensions have an effect on customer satisfaction.