World Applied Sciences Journal 20 (8): 1123-1132, 2012 ISSN 1818-4952 © IDOSI Publications, 2012 DOI: 10.5829/idosi.wasj.2012.20.08.1903 Corresponding Author: Johan W de Jager, Department of Marketing, Logistics and Sport management, Tshwane University of Technology, Private Bag X680 Pretoria, South Africa. Tel: +27828883023. 1123 Selected Pre-Flight Expectations in the Air Transportation Industry-A Comparison Between South Africa and Malaysia Johan W. de Jager and Zainurin Bin Dahari 1 2 Department of Marketing, Logistics and Sport Management, 1 Tshwane University of Technology, Private Bag X680 Pretoria, South Africa International Islamic University Malaysia, Kuala Lumpur, Malaysia 2 Abstract: Most studies investigating passenger’s expectations of the airline transportation industry focuses on service quality and satisfaction relating to only the airline industry. This paper deals with an overview of travellers’ expectations of personal activities as part of their airline transportation experience. These aspects refer to expectations of South African and Malaysian travellers when at an airport that deals with aspects like a need for resting and entertainment when waiting for a flight. The two most important variables in Non flight related paid services category are the availability of ticket offices and banking facilities while in the Auxiliary airport services category, safety and security in the building and audio announcements were regarded as the two most important variables. Key words: Airport transportation Service Service quality South Africa Malaysia INTRODUCTION These personal activities include aspects like making Research state that research into airline service and personal care [5]. This paper provides an outline of quality has increased rapidly since it’s relationship with the total airline transportation provision and will passenger satisfaction and profitability has been eventually focus on the personal activities prior to the established. During the last decade the airline flying experience. transportation industry has gone through dramatic changes. The changes were due to ever changing Passengers’ Expectations and Customer Satisfaction in customer demands and expectations as well as the Air Transportation Industry: Literature in service responding to amongst other the technological and marketing and management generally acknowledges that political environmental demands [1]. The deregulation of retaining customers and developing relationships with the airline business is another reason for these changes new ones is the key to business strategy. For any [2]. Many airline companies have lost track of the true business, continuing support depends on repeat needs of the passengers and are trapped in outdated customers [4]. The most effective way to ensure repeat views of what airline services is all about [1,3-5]. customers is to provide a product or service that Numerous papers [4,6,7] are focusing on service quality continuously meets customer’s expectations and to keep and service satisfaction relating to airlines This paper promises. In reality, endeavouring to deliver a service of acknowledge the importance of these papers but continued quality is a formidable task [4,6,8]. Aksoy [3] simultaneously realize the lack of studies focusing on however point out that most companies do not recognise customer expectations throughout the travelling the importance of this approach until driven to it by experience especially the so called personal activities that circumstances. Dissatisfied customers are significantly is indirectly very much part of the total airline experience. more likely to provide negative feedback than are satisfied provision for customers to rest, work, to be entertained