Essay About Satisfaction Level Of Their Customers And Service Quality

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Chapter IIRelated literature and StudiesCustomer satisfaction is important because it provides marketers and business owners with a metric that they can use to manage, monitor and improve their businesses (Ross Beard 2014). And if airlines focus on enhancing the satisfaction level of their customers, it might result in customer talking positive about them. This is inevitable because of the growth of information technology and social networks, where customers can spread their views more rapidly and conveniently (MISHAL M. ALOTAIBI 2015). Customer satisfaction is given top priority by all service-oriented industries. The civil aviation industry is no exception. The highly competitive global aviation arena causes various airlines to vie for the top position with lot of importance being given to the customer service (Aman Gupta et. al 2013).Gashaw Girma Kassahun (2011), Dr. Ebrahim Albonaeimi with Masoud Hatami and Wilas Mankongvanichkul (2010), believed customers as core concept of their business; customer satisfaction is what guarantees the future of air lines and it is achievable by taking up their services and passengers’ needs. In other words, there are positive and meaningful relationships between the two. Service quality is the essence of airline companies which makes their image differentiate from others and keep their image in the minds of passengers (Mohd Zahari, et.al 2011). Airlines must give importance to customer satisfaction as it plays an important role, as airline can survive and strengthen their competitiveness. Service quality is an important factor for customer satisfaction. The questionnaire was made using SKYTRAX (one of the method of research), stratified sampling process was use for the research Aako Teikake (2012). R.Archana and Dr.M.V.Subha (2012), agreed and identified that “Cuisines provided, seat comfort, safety these factors have an important role in customer satisfaction. They have also found that customer satisfaction depends on personal entertainment, which is an important factor in flying decisions of passenger. According to their study online seat booking, call centre facilities and reservation/cancellation is highest influencing factor in flying decisions of the passengers”.  Dean E. Headley (1997) concluded that in earlier days airlines quality had been measured on survey which offers the services expected and the prescribed services. Service quality is the difference between the service expected and the actual service being provided. Services should match according customer’s expectations. According to Kee Mun, Wong and Ghazali, Musa (2011), one of the main developments in the current aviation industry is the growing popularity of low cost airline with high quality service. The competition between Malaysia airlines and Air Pacific has been cut throat as regards to price factor. Both the airlines have different customer base and hence offers different service experience. Nuriye Gures, et.al (2014), the reliability and facilities had a significant positive effect on customer satisfaction. In addition customer satisfaction was found to be a significant determinant of customer loyalty.  In their study, Myungsook An and Yonghwi Noh, analyzed the data from passengers of two classes: prestige (business) and economy. The results suggest that there are different factors of in-flight service quality that are important according to the customer seat class. In the case of the prestige class, there were six service quality factors of importance: alcoholic and non-alcoholic beverage, responsiveness and empathy, reliability, assurance, presentation style of food, and food quality; while the economy class showed five important service quality factors: responsiveness and empathy, food quality, alcoholic beverage, non-alcoholic beverage, and reliability. These findings imply that airline companies’ in-flight service should have different delivery strategies based on the customer seat class.  Also Ekaterina Tolpa (2012), found that the importance is given on the quality of the services in order to satisfy the customer. When the expectations of the customer get fulfilled then they become satisfied. Service quality includes customer safety, flight frequency, reliability etc. They should also focus on customer segmentation. When the flight frequencies get increased and safety measure is available then the customers get satisfied. Michael D. Clemes et.al (2008), the dimensionality of perceived service quality in international air travel was explored and seven dimensions were identified. These dimensions include timeliness, assurance, convenience, helpfulness, comfort, meals, and safety and security. The findings reveal that these seven dimensions are positively related to perceive service quality in international air travel and of these dimensions, safety and security is the most important dimension. Timeliness is the least important dimension as perceived by airline passengers. The findings of the study of Tirimba O. Manani, et.al (2013) and R. Rajeswari (2014), indicate that among the key determinants of customer satisfaction with passengers were luggage security and safety, proper communication with customers to update them on status of their flights, provision of food variety and ability of the airline to communicate to passengers about the weather on arrival destinations. Also, Rajeswari added that customers are also satisfied with the cabin cleanliness, in-flight entertainment, and the seats comfort in flight. Customers are think that they are getting high value for their money and satisfied with the overall courteous & helpfulness. Meysam Jafari and Ghasemali Bazaee (2016) concluded according to their studies, that equipping their airlines and securing their airplanes which are the modern equipments such as convenient and chairs, ventilation systems, serving varied items, hygiene and convenient restrooms for attracting customers’ satisfaction.  Kalaippiriya Kalaiarasan, et.al (2015), said that the service environment is the main factor contributes to determine the customer satisfaction. The study recommends how the low-cost airline can improve their service quality by providing great service in order to maintain their sustainability in long term perspective and also keep high level of customer loyalty.  According to Ngo Thi Kim Cuong (2011), the results of his research revealed that Tiger Airways respondents complained mostly about uncomfortable delays and inadequate customer service. However, according to the representatives of the airline company a low-cost airline can be expected to provide services at a certain level only. In conclusion, based on the customer satisfaction theories, the importance of customers for profitable business operations is emphasized to provide suggestions for the airline. The suggestions are presented to strengthen the company’s customer loyalty. The suggestions include specific strategies for delays and general improvement of the customer service and employee training. Jin-Woo Park, et.al, presented a model of service expectation. The analysis shows that service value, passenger satisfaction, and airline image are each found to have a direct effect on passengers’ behavioral intentions. The results from a study of Korean travelers imply a need for airlines to develop passenger-focused services that require a detailed understanding of passengers’ expectations. Meeting these expectations would raise the level of passenger satisfaction and value perception, and presumably commercial viability. David Mc A. Baker, the results indicate that while the traditional carriers are converging toward a higher level of service quality, using the four measures, there continue to be significant variation. The service quality of low cost airlines was generally found to be higher than that of traditional legacy airlines. Implications related to operating costs, market share, infrastructure and customer service were evident. Fahed Salim Khatib (1998), Transport firms are recognizing that service quality can serve as a strategic tool to enhance the “Value” of the “total transport service offering” in the eyes of customers, to differentiate the service offering from that of competitors and to foster customer satisfaction. This shows how important service quality is, and what effect it has in achieving passenger satisfaction and loyalty. Cynthia De Wet (2007) describes the importance of providing the best services, so that customer satisfaction can be acquired. The study is been done in detail regarding supply chain of South Africa Airways and the problem has been trace out through this detail research. Both the primary and secondary data were use in conducting this research. Two surveys have been done in this research paper one was done with staff of the airline and other was done with customer of this airline.  Every company must improve service quality to satisfy and retain their customers (Melam Zangmo, et.al).  Dwi Suhartanto and Any Ariani Noor (2012), underlines that the service quality especially the service employees attitudes and price are factors that should be given more attention for developing customer satisfaction in both types of airlines, although their competitive strategy and target market are different.