Presenting modified Servqual model to evaluate flight attendant services: Iran Air case study

Purpose: The investigation of the customer`s viewpoints and utilizing their ideas and expectations in improving the quality of the products, has turned out to be one of the key concerns of the companies working in all fields. Airline industry as one of the most extensive modes of transportation should be strictly accurate in providing services to their customers. This article attempts to investigate important dimensions from passengers' point of view and present a model which would evaluate the flight attendant's performance.Design/methodology: In order to achieve this purpose, on the basis of the literature and experts' and passengers' point of view, the SERVQUAL model has been modified with 26 factors in 6 dimensions. Then 300 data have been gathered for the Factor Analysis Model.Findings: As a result, a model with high goodness of fit has been developed which could be used as a tool of measuring quality of service with a high degree of certainty. In the end, running the model in Iran air, most differences were as below: 1-Improvement 2-Responsiveness 3-Empathy 4-Assurance 5-Tangibles 6-Reliability.Originality/value: In general, in this model, all services with which employees are involved are observed. However, the main issue in this research is related to attendant team. Consequently, considering that many of these indicators have different meanings in assessing customer satisfaction in relation to the performance of flight attendant; modifications should be made to the dimensions of the SERVQUAL model.