The Effect of Total Quality Management on Customer Satisfaction of Balkh Air Service Company of (Balkh) Province

Abstract

This study investigates the impact of Total Quality Management (TQM) on passenger satisfaction at Balkh Air Services (BAS). In today’s highly competitive service industry, organizations are increasingly focusing on quality management practices to improve customer satisfaction and sustain long-term growth. The main objective of this research is to examine how different dimensions of TQM influence passenger satisfaction in the aviation service sector.

The study adopts a quantitative, descriptive-survey research design. Data were collected from a sample of 200 passengers using a structured Likert-scale questionnaire. The independent variable is Total Quality Management, while passenger satisfaction is considered the dependent variable. The TQM dimensions examined in this study include employee empowerment, responsiveness, speed of service delivery, accuracy of service provision, trust-centered service delivery, transparency in communication, service flexibility, and consideration of cultural and religious values.

The collected data were analyzed using descriptive statistics, Pearson correlation, and multiple regression analysis. The results of the Pearson correlation indicated that all dimensions of TQM had a positive and significant relationship with passenger satisfaction. However, the regression analysis showed that only certain variables significantly predicted passenger satisfaction, particularly employee empowerment, service speed, service flexibility, and respect for cultural and ethical values.

The findings reveal that TQM plays a significant role in enhancing passenger satisfaction at Balkh Air Services. Nevertheless, some dimensions such as responsiveness, transparency, trust orientation, and accuracy did not show strong predictive power in the regression model, indicating areas that require further improvement.

In conclusion, the study confirms that effective implementation of TQM can significantly enhance passenger satisfaction in airline services. It is recommended that Balkh Air Services strengthen its managerial practices, improve service consistency, and further develop employee capabilities to achieve higher levels of customer satisfaction and organizational performance.