- The document discusses a study that explored key determinants of customer satisfaction for passengers at Kenya Airways.
- The study found that factors like luggage security and safety, proper communication about flight status, food variety, and communication about weather conditions significantly increased passenger satisfaction.
- Compassion shown to disabled passengers onboard also notably increased satisfaction levels.
This document provides an overview of services marketing and discusses the low-cost airline AirAsia. It includes definitions of services, reasons for the growth of the services sector, characteristics that distinguish services from goods, and a case study analysis of AirAsia. The document contains four chapters that cover introduction to services marketing, airline management, the AirAsia case study, and conclusions and recommendations.
Factors Affecting On Customer Retention: A Case Study of Cellular Industry o...paperpublications3
Abstract: The aim of this study is to investigate the effect of price perception, customer satisfaction, brand image, switching barriers (switching cost, interpersonal relationship and attractiveness of alternative) and trust towards the Customer retention in the cellular industry of Pakistan. This study adds many other supporting materials especially for the literature review; a model is used by this study to find the effect of the factors on customer retention. The data was collected from the customers in Lahore who are subscribers one of the cellular company (Mobilink, U-Fone, Telenor, Warid, and Zong) of Pakistan. The data is analyzed with the help of the multiple regression analysis. Out of seven variables tested it is found that switching barriers (interpersonal relationship and switching cost), brand image, price perception, trust and customer satisfaction have the effect on customer retention. However, customer satisfaction has little to do to increase the customer retention. This study also provides evidence that the higher switching barrier of attractiveness of the alternative lower will be the customer retention. This current study has its own limitation since this research is only conducted in Lahore area. Therefore the finding of the study is unable to be generalized for the whole population of mobile users in Pakistan as the sample size is measured small. The findings can help the service providers to find the effect of customer satisfaction, price perception, trust, brand image and switching barriers towards the customer retention.
Keywords: customer satisfaction, brand image, price perception, trust, switching barriers, customer retention.
Summary of Logistics and Supply Chain Management by Martin Christopher, Analy...Tanade Sirinumas
An Individual Assignment Submitted in Partial Fulfillment of the Requirements of 1210334 Global Economic Trends in Thailand Exporting and Service Course,
Mae Fah Luang University,
Second Semester, 2014
1. The document summarizes a study on customer satisfaction with telecom service providers in India. The study was conducted from February to August 2013 among medical college students in Silchar, Assam under the guidance of Assam University.
2. The objectives of the study were to understand customer satisfaction levels and benefits towards mobile service providers and identify customer needs, expectations, and current satisfaction levels.
3. The study reviewed previous research on topics like marketing of new mobile phone technologies, strategies to retain customers, and analysis of customer attitudes towards cellular services. It also outlined the conceptual framework, importance of customer satisfaction, and methods used to measure satisfaction.
Dissertation on car market and buying behavior a study of consumer perceptionProjects Kart
This document provides a summary of a dissertation on the car market and consumer buying behavior in India. It includes an executive summary that outlines the increasing sales of passenger cars in India and the growing competition in the sector. The document then reviews literature on brand personality and outlines the objectives, scope and methodology of the study. It provides an overview of the automobile industry in India, including industry size and major players. It also reviews factors that influence consumer buying decisions and defines customer satisfaction index.
Conceptual framework of the study on airtelSridharan Ravi
This document is a project report submitted by Bhavya Shah for the degree of Bachelor of Business Management. The report examines customer satisfaction with Airtel services in Visakhapatnam. It includes chapters on the conceptual framework of customer satisfaction, the need and objectives of the study, Airtel's organizational and company profile, data analysis, findings, suggestions and conclusions. The report utilizes primary data collected through customer questionnaires at Airtel outlets and secondary data from sources like books, journals and the internet.
Correlate of Service Quality Dimensions and Customer Loyalty in the Nigerian ...IOSRJBM
This document discusses a study that investigated the relationship between service quality dimensions and customer loyalty in the Nigerian telecommunications market. The study specifically looked at whether customer satisfaction plays a mediating role. It reviewed literature on key concepts like service quality, customer satisfaction, and loyalty. It discussed models for measuring service quality, particularly the SERVQUAL model. The study utilized survey data from 183 telecom customers and correlation analysis to examine relationships between service quality dimensions, customer satisfaction, and loyalty. It found that the empathy dimension of service quality had a strong positive relationship with both customer loyalty and satisfaction. This suggests that telecom customers value individualized attention, even in a low-touch service industry.
1) The garment industry in Bangladesh faces challenges like fast changing fashion trends that require quick response times, long lead times for importing fabrics, and mismatching of materials.
2) Industry 4.0 technologies like RFID, ERP, digital marketing, and advanced manufacturing can help address these issues by enabling real-time inventory management, reducing lead times, and improving responsiveness to customers.
3) Implementing supply chain 4.0 through technologies like IoT, cloud computing, and data analytics can lead to a more efficient supply chain with lower costs, shorter lead times, and higher profits.
This document provides an overview of services marketing and discusses the low-cost airline AirAsia. It includes definitions of services, reasons for the growth of the services sector, characteristics that distinguish services from goods, and a case study analysis of AirAsia. The document contains four chapters that cover introduction to services marketing, airline management, the AirAsia case study, and conclusions and recommendations.
Factors Affecting On Customer Retention: A Case Study of Cellular Industry o...paperpublications3
Abstract: The aim of this study is to investigate the effect of price perception, customer satisfaction, brand image, switching barriers (switching cost, interpersonal relationship and attractiveness of alternative) and trust towards the Customer retention in the cellular industry of Pakistan. This study adds many other supporting materials especially for the literature review; a model is used by this study to find the effect of the factors on customer retention. The data was collected from the customers in Lahore who are subscribers one of the cellular company (Mobilink, U-Fone, Telenor, Warid, and Zong) of Pakistan. The data is analyzed with the help of the multiple regression analysis. Out of seven variables tested it is found that switching barriers (interpersonal relationship and switching cost), brand image, price perception, trust and customer satisfaction have the effect on customer retention. However, customer satisfaction has little to do to increase the customer retention. This study also provides evidence that the higher switching barrier of attractiveness of the alternative lower will be the customer retention. This current study has its own limitation since this research is only conducted in Lahore area. Therefore the finding of the study is unable to be generalized for the whole population of mobile users in Pakistan as the sample size is measured small. The findings can help the service providers to find the effect of customer satisfaction, price perception, trust, brand image and switching barriers towards the customer retention.
Keywords: customer satisfaction, brand image, price perception, trust, switching barriers, customer retention.
Summary of Logistics and Supply Chain Management by Martin Christopher, Analy...Tanade Sirinumas
An Individual Assignment Submitted in Partial Fulfillment of the Requirements of 1210334 Global Economic Trends in Thailand Exporting and Service Course,
Mae Fah Luang University,
Second Semester, 2014
1. The document summarizes a study on customer satisfaction with telecom service providers in India. The study was conducted from February to August 2013 among medical college students in Silchar, Assam under the guidance of Assam University.
2. The objectives of the study were to understand customer satisfaction levels and benefits towards mobile service providers and identify customer needs, expectations, and current satisfaction levels.
3. The study reviewed previous research on topics like marketing of new mobile phone technologies, strategies to retain customers, and analysis of customer attitudes towards cellular services. It also outlined the conceptual framework, importance of customer satisfaction, and methods used to measure satisfaction.
Dissertation on car market and buying behavior a study of consumer perceptionProjects Kart
This document provides a summary of a dissertation on the car market and consumer buying behavior in India. It includes an executive summary that outlines the increasing sales of passenger cars in India and the growing competition in the sector. The document then reviews literature on brand personality and outlines the objectives, scope and methodology of the study. It provides an overview of the automobile industry in India, including industry size and major players. It also reviews factors that influence consumer buying decisions and defines customer satisfaction index.
Conceptual framework of the study on airtelSridharan Ravi
This document is a project report submitted by Bhavya Shah for the degree of Bachelor of Business Management. The report examines customer satisfaction with Airtel services in Visakhapatnam. It includes chapters on the conceptual framework of customer satisfaction, the need and objectives of the study, Airtel's organizational and company profile, data analysis, findings, suggestions and conclusions. The report utilizes primary data collected through customer questionnaires at Airtel outlets and secondary data from sources like books, journals and the internet.
Correlate of Service Quality Dimensions and Customer Loyalty in the Nigerian ...IOSRJBM
This document discusses a study that investigated the relationship between service quality dimensions and customer loyalty in the Nigerian telecommunications market. The study specifically looked at whether customer satisfaction plays a mediating role. It reviewed literature on key concepts like service quality, customer satisfaction, and loyalty. It discussed models for measuring service quality, particularly the SERVQUAL model. The study utilized survey data from 183 telecom customers and correlation analysis to examine relationships between service quality dimensions, customer satisfaction, and loyalty. It found that the empathy dimension of service quality had a strong positive relationship with both customer loyalty and satisfaction. This suggests that telecom customers value individualized attention, even in a low-touch service industry.
1) The garment industry in Bangladesh faces challenges like fast changing fashion trends that require quick response times, long lead times for importing fabrics, and mismatching of materials.
2) Industry 4.0 technologies like RFID, ERP, digital marketing, and advanced manufacturing can help address these issues by enabling real-time inventory management, reducing lead times, and improving responsiveness to customers.
3) Implementing supply chain 4.0 through technologies like IoT, cloud computing, and data analytics can lead to a more efficient supply chain with lower costs, shorter lead times, and higher profits.
Research Paper: Consumer Trust and Perceived Risk in B2C E CommerceTanzir Islam
This research paper was created by a group of students of Institute of Business Administration, University of Dhaka as their term paper for the course Research Methods.
Topic of the research paper: Consumer Trust and Perceived Risk in B2C E-commerce
This document is a study submitted by Shreya Pathak to fulfill the requirements for an MBA degree from Devi Ahilya Vishwa Vidyalaya, Indore, India. The study, guided by Dr. Avinash Desai, examines the factors affecting consumer choice in selecting mobile service providers in India. It utilizes surveys and statistical analysis techniques like exploratory factor analysis and structural equation modeling. The study found that price was the most important factor influencing consumer choice, followed by product quality and availability, service quality, and promotion. The findings provide insights to help mobile service providers improve their strategies and marketing.
The document provides an introduction to a major research project titled "Factor Affecting Selection of Mobile Phone Network Service Provider (With Special Reference to Rural Customer)". The 3-sentence summary is:
The research project submitted for a Masters degree will study the factors influencing rural consumers' selection of mobile phone network service providers in India. The objectives are to study rural consumers' perceptions of various providers and identify the key factors in their selection. The methodology will involve a survey of 120 rural mobile phone users using a questionnaire to collect data, which will then be analyzed using appropriate statistical tools.
Transportation service marketing -fast travelsAli Haider
This document outlines a marketing plan for a transportation business with four group members. It includes sections on situation analysis, market need, objectives, SWOT analysis, target markets, marketing mix, financial forecast, strategies, positioning, and future recommendations. The marketing objectives are to gain market share, decrease customer acquisition costs and marketing costs. A Porter's Five Forces analysis is included. Target customers are business travelers and families. Future recommendations include introducing robots, expanding terminals, and improving technology and food quality.
Analytical hierarchy process (ahp) approach on consumers’ preferences for sel...Alexander Decker
This document discusses a study that analyzes consumer preferences for selecting telecom operators in Bangladesh using the Analytical Hierarchy Process (AHP) model. The study ranks telecom operators based on important criteria for consumer satisfaction identified in previous research, such as network quality, price, customer service, and value-added services. The results of the AHP analysis show that respondents preferred Grameen Phone the most and ranked network quality as the most important criteria overall. Previous literature on consumer preferences for telecom operators identified similar important factors like quality of service, price, branding, and value-added services that influence consumer selection.
Assessment of Service Quality in Higher Education: Case Study in Private Univ...inventionjournals
Service quality is one factor that is considered in managing an educational institution. Student satisfaction is the result of perceived service quality of students during the educational process. The purpose of this study is to explore the student's perspective on the service quality received during the learning process. Data collected from students and the questionnaires collected were 95 respondents. IPA analysis is used in order to identify the attributes of service quality from the students’ perspective of level of importance and the perceived performance. Result show that there is a gap between importance and performance attributes of service quality. Based on the cartesius diagram there are two attributes in quadrant I are top priority for improvement. These attributes are fast service and student exchange programs.Based on the customer satisfaction index results showed that the service quality that has been given by university in the criteria of reasonable satisfactory. The results of this analysis are expected to assist management in improving the quality of service to the students in terms of both academic and non-academic, because private universities received the largest inflowfrom students. Recommendations are also discussed to obtain more comprehensive results in measuring student satisfaction
Market Analysis of Consumer Durables(Automobile Industry)Naresh Kumar
The document provides an analysis of the consumer durables market in India, with a focus on the automobile sector. It discusses trends in the overall consumer durables market and automobile industry. Key findings from consumer surveys are presented, including demographic data and the most important factors influencing vehicle purchases. Brand recall and preferences for different automakers are shown based on criteria like price, mileage, looks, and after-sales service. The analysis uses tools like tables, graphs, and SPSS to examine the data.
Consumer brand-preference-for-consumer-durable-goods-with-reference-to-luckno...Aamir Hasan
This research article examines consumer brand preferences for durable goods in Lucknow, India. 350 consumers across different socioeconomic classes were surveyed about 6 major brands of durable goods. The study found that quality, technological innovations, and price were the dominant factors influencing consumer preferences. Quality was identified as the most important factor. The article reviews literature on consumer behavior and brand preferences. It outlines the research objectives, hypotheses, and methodology which involved surveys, chi-square testing, factor analysis, and Garrett scoring to analyze responses. The findings provide insight into what drives consumer decisions for durable goods in India.
Strategic Supplier Selection: The Trend of E-ManufacturingOnur Tamur
This paper gives an insight of different theories that can be applied in order to achieve a rational supplier evaluation and selection. Such theories, in combination with an extensive analysis of the possible alternatives that a company may have, can lead to high revenues and significant advantage over competitors. In this case, the reader can acquire a basic understanding of the different criteria, methods and models, which are used by the businesses during the supplier evaluation and selection process.
Moreover, the paper identifies critical changes in the sector of e-manufacturing, regarding the decision-making of the top management while selecting the appropriate supplier. Emphasis is given to the technological changes that create new opportunities and consequently new criteria for the vendors‟ evaluation by comparing the existing criteria that have been used in traditional manufacturing and the affect of the e-manufacturing trend on the existing criteria.
Team: Faded Flame, Lufthansa Case Challenge 2012, IIM KozhikodeAnshul Kumar
The document discusses strategies for Lufthansa Airlines to improve customer engagement and loyalty. It proposes modifying the airline's loyalty program called Miles & More through social media initiatives. These include a social loyalty program allowing customers to earn rewards for promotional actions on Facebook and Twitter. It also suggests using mobility to offer personalized services through a "Mobility Advance" utilizing real-time mobile information. Financial analysis shows the most important routes for revenue are Europe, North America, and Asia/Pacific, accounting for 86.4% of total revenue. It recommends initially increasing flights on routes with price elasticity below 0.6.
Research on Marketing Strategy of Huawei Brand in KazakhstanDr. Amarjeet Singh
Marketing research is a complex multi-step process
that requires in-depth knowledge of the object of study, the
accuracy and timeliness of the results of which largely
determine the successful operation of the entire enterprise.
Most business failures (from loss of market share to
bankruptcy) are because important strategic decisions are
made either in conditions of lack of information or on the
basis of erroneous or outdated data. Marketing research will
provide the necessary information and reduce the risk when
making important decisions. Marketing strategy is the
collection of information about the activities of the enterprise,
in the main areas (product, price, customers, and promotion)
and the use of the results to choose the direction of business
development.
The goal is to identify possible ways to improve the
effectiveness of Huawei’s marketing strategy in Kazakhstan.
Theoretical issues of marketing are considered, namely the
concept of marketing, goals, objectives, functions and issues
of marketing, marketing macro and microenvironment,
marketing research.
This article will be of positive importance for the
study of foreign investment of Chinese enterprises.
This document summarizes a research study that examined consumer perceptions of mobile value-added services in India. The study analyzed how service quality, perceived value, customer satisfaction, loyalty, and post-purchase intention are related. Data was collected through surveys of 511 college students aged 18-25 in Prakasam district, Andhra Pradesh. Statistical analysis found that higher service quality leads to greater perceived value, customer satisfaction, post-purchase intention, and loyalty toward mobile value-added services. The research provides insight into how improving dimensions of service quality can positively influence important consumer behavior outcomes for service providers.
This document provides background information on a supervisory skills training program implemented in Cambodian garment factories. It discusses how the program was initially piloted with 650 supervisors in 2005-2006 and showed positive results. This led to the program being scaled up industry-wide, with the goal of training 2,500 direct and indirect supervisors. The training aims to improve supervisors' leadership and communication skills in order to enhance relationships with workers and increase productivity. The document also describes how a randomized impact evaluation was conducted to rigorously measure the effects of the training program.
Brand Equity and Customer Satisfaction as the Mediation of Advertisement infl...IOSRJBM
This research includes explanatory research, samples are taken form Garuda Indonesia Airline international Passenger inbound and outbound flight conducted at several Indonesian International Airport Soekarno Hatta Jakarta, Ngurah Rai Denpasar, Airport Hongkong and Changi Airport Singapore, altogether there are 350 respondents. The Design of non probability sample selection is accidental sampling with the criteria : those who fly international route at least twice a year, Indonesian citizen (not foreigner), and they may also fly non Garuda flights as well, the exogenous variables are advertisement and service quality, the endogenous variables are brand equity and customer satisfaction. Analysis methoed using SEM-PLS and software SmartPLS. The result has several conclusion, First, Advertisement and service quality will increase brand equity, Service quality is very dominant to explain brand equity compared to advertisement, Second, Service quality and brand equity will increase customer satisfaction. Brand equity plays an importamt role to explain consumer’s satisfaction compared to service quality. Third, service quality, brand equity, and customer satisfaction will increase consumer’s loyality. The Loyality of the international passenger of Garuda Indonesia Airline will remain high if supported by strong brand equity and high consumer satisfaction, as a result from service quality granted and the effect of advertisement program which is carried out intensively. Consumer satisfacti
Airline image and service quality effects on traveling customers’ behavioral ...Alexander Decker
This study examines the effect of airline image and service quality on customers' behavioral intentions in Jordan.
The author conducted a survey of 48 questions to analyze these relationships. The main findings were that airline
image has a significant effect on customers' behavioral intentions at a significance level of α ≤ 0.05. Additionally,
service quality was found to have a significant effect on customers' behavioral intentions at a significance level of
α ≤ 0.05. The study aims to provide insights into how airline marketing variables influence passenger behavior to
help airlines better meet customer expectations and needs.
An emprirical investigation into factors affecting service quality among indi...iaemedu
This document summarizes a study that investigated factors affecting service quality among Indian airline service providers. A survey was conducted of 200 passengers at Coimbatore Airport to determine the significant factors influencing their perceptions of service quality. The top five factors identified were price, politeness of crew members, consistency between communications and experiences, check-in of luggage, and convenience of flight timings. The study concluded that passengers perceive service quality as a combination of physical, interaction, and corporate dimensions, which all need equal priority from Indian airline providers.
An emprirical investigation into factors affecting service quality among indi...IAEME Publication
This document summarizes a study that investigated factors affecting service quality among Indian airline service providers. A survey was conducted of 200 passengers at Coimbatore Airport to determine the significant factors influencing their perceptions of service quality. The top five factors identified were price, politeness of crew members, consistency between communications and experiences, check-in of luggage, and convenience of flight timings. The study concluded that passengers perceive service quality as a combination of physical, interaction, and corporate dimensions that all must be prioritized by Indian airline providers.
Z energy aims to manage quality in its coffee bar by establishing a quality manual. The manual will define the quality management system boundaries and responsibilities. It will also describe the records and methods used to manage quality. Quality is the result of high intention, sincere effort, intelligent direction and skillful execution. Z energy strives to provide high quality coffee and maintain standards in areas like storing coffee beans, cleaning equipment, and meeting ISO 9001 standards for espresso preparation. Management must focus on customer satisfaction and quality planning.
Research Paper: Consumer Trust and Perceived Risk in B2C E CommerceTanzir Islam
This research paper was created by a group of students of Institute of Business Administration, University of Dhaka as their term paper for the course Research Methods.
Topic of the research paper: Consumer Trust and Perceived Risk in B2C E-commerce
This document is a study submitted by Shreya Pathak to fulfill the requirements for an MBA degree from Devi Ahilya Vishwa Vidyalaya, Indore, India. The study, guided by Dr. Avinash Desai, examines the factors affecting consumer choice in selecting mobile service providers in India. It utilizes surveys and statistical analysis techniques like exploratory factor analysis and structural equation modeling. The study found that price was the most important factor influencing consumer choice, followed by product quality and availability, service quality, and promotion. The findings provide insights to help mobile service providers improve their strategies and marketing.
The document provides an introduction to a major research project titled "Factor Affecting Selection of Mobile Phone Network Service Provider (With Special Reference to Rural Customer)". The 3-sentence summary is:
The research project submitted for a Masters degree will study the factors influencing rural consumers' selection of mobile phone network service providers in India. The objectives are to study rural consumers' perceptions of various providers and identify the key factors in their selection. The methodology will involve a survey of 120 rural mobile phone users using a questionnaire to collect data, which will then be analyzed using appropriate statistical tools.
Transportation service marketing -fast travelsAli Haider
This document outlines a marketing plan for a transportation business with four group members. It includes sections on situation analysis, market need, objectives, SWOT analysis, target markets, marketing mix, financial forecast, strategies, positioning, and future recommendations. The marketing objectives are to gain market share, decrease customer acquisition costs and marketing costs. A Porter's Five Forces analysis is included. Target customers are business travelers and families. Future recommendations include introducing robots, expanding terminals, and improving technology and food quality.
Analytical hierarchy process (ahp) approach on consumers’ preferences for sel...Alexander Decker
This document discusses a study that analyzes consumer preferences for selecting telecom operators in Bangladesh using the Analytical Hierarchy Process (AHP) model. The study ranks telecom operators based on important criteria for consumer satisfaction identified in previous research, such as network quality, price, customer service, and value-added services. The results of the AHP analysis show that respondents preferred Grameen Phone the most and ranked network quality as the most important criteria overall. Previous literature on consumer preferences for telecom operators identified similar important factors like quality of service, price, branding, and value-added services that influence consumer selection.
Assessment of Service Quality in Higher Education: Case Study in Private Univ...inventionjournals
Service quality is one factor that is considered in managing an educational institution. Student satisfaction is the result of perceived service quality of students during the educational process. The purpose of this study is to explore the student's perspective on the service quality received during the learning process. Data collected from students and the questionnaires collected were 95 respondents. IPA analysis is used in order to identify the attributes of service quality from the students’ perspective of level of importance and the perceived performance. Result show that there is a gap between importance and performance attributes of service quality. Based on the cartesius diagram there are two attributes in quadrant I are top priority for improvement. These attributes are fast service and student exchange programs.Based on the customer satisfaction index results showed that the service quality that has been given by university in the criteria of reasonable satisfactory. The results of this analysis are expected to assist management in improving the quality of service to the students in terms of both academic and non-academic, because private universities received the largest inflowfrom students. Recommendations are also discussed to obtain more comprehensive results in measuring student satisfaction
Market Analysis of Consumer Durables(Automobile Industry)Naresh Kumar
The document provides an analysis of the consumer durables market in India, with a focus on the automobile sector. It discusses trends in the overall consumer durables market and automobile industry. Key findings from consumer surveys are presented, including demographic data and the most important factors influencing vehicle purchases. Brand recall and preferences for different automakers are shown based on criteria like price, mileage, looks, and after-sales service. The analysis uses tools like tables, graphs, and SPSS to examine the data.
Consumer brand-preference-for-consumer-durable-goods-with-reference-to-luckno...Aamir Hasan
This research article examines consumer brand preferences for durable goods in Lucknow, India. 350 consumers across different socioeconomic classes were surveyed about 6 major brands of durable goods. The study found that quality, technological innovations, and price were the dominant factors influencing consumer preferences. Quality was identified as the most important factor. The article reviews literature on consumer behavior and brand preferences. It outlines the research objectives, hypotheses, and methodology which involved surveys, chi-square testing, factor analysis, and Garrett scoring to analyze responses. The findings provide insight into what drives consumer decisions for durable goods in India.
Strategic Supplier Selection: The Trend of E-ManufacturingOnur Tamur
This paper gives an insight of different theories that can be applied in order to achieve a rational supplier evaluation and selection. Such theories, in combination with an extensive analysis of the possible alternatives that a company may have, can lead to high revenues and significant advantage over competitors. In this case, the reader can acquire a basic understanding of the different criteria, methods and models, which are used by the businesses during the supplier evaluation and selection process.
Moreover, the paper identifies critical changes in the sector of e-manufacturing, regarding the decision-making of the top management while selecting the appropriate supplier. Emphasis is given to the technological changes that create new opportunities and consequently new criteria for the vendors‟ evaluation by comparing the existing criteria that have been used in traditional manufacturing and the affect of the e-manufacturing trend on the existing criteria.
Team: Faded Flame, Lufthansa Case Challenge 2012, IIM KozhikodeAnshul Kumar
The document discusses strategies for Lufthansa Airlines to improve customer engagement and loyalty. It proposes modifying the airline's loyalty program called Miles & More through social media initiatives. These include a social loyalty program allowing customers to earn rewards for promotional actions on Facebook and Twitter. It also suggests using mobility to offer personalized services through a "Mobility Advance" utilizing real-time mobile information. Financial analysis shows the most important routes for revenue are Europe, North America, and Asia/Pacific, accounting for 86.4% of total revenue. It recommends initially increasing flights on routes with price elasticity below 0.6.
Research on Marketing Strategy of Huawei Brand in KazakhstanDr. Amarjeet Singh
Marketing research is a complex multi-step process
that requires in-depth knowledge of the object of study, the
accuracy and timeliness of the results of which largely
determine the successful operation of the entire enterprise.
Most business failures (from loss of market share to
bankruptcy) are because important strategic decisions are
made either in conditions of lack of information or on the
basis of erroneous or outdated data. Marketing research will
provide the necessary information and reduce the risk when
making important decisions. Marketing strategy is the
collection of information about the activities of the enterprise,
in the main areas (product, price, customers, and promotion)
and the use of the results to choose the direction of business
development.
The goal is to identify possible ways to improve the
effectiveness of Huawei’s marketing strategy in Kazakhstan.
Theoretical issues of marketing are considered, namely the
concept of marketing, goals, objectives, functions and issues
of marketing, marketing macro and microenvironment,
marketing research.
This article will be of positive importance for the
study of foreign investment of Chinese enterprises.
This document summarizes a research study that examined consumer perceptions of mobile value-added services in India. The study analyzed how service quality, perceived value, customer satisfaction, loyalty, and post-purchase intention are related. Data was collected through surveys of 511 college students aged 18-25 in Prakasam district, Andhra Pradesh. Statistical analysis found that higher service quality leads to greater perceived value, customer satisfaction, post-purchase intention, and loyalty toward mobile value-added services. The research provides insight into how improving dimensions of service quality can positively influence important consumer behavior outcomes for service providers.
This document provides background information on a supervisory skills training program implemented in Cambodian garment factories. It discusses how the program was initially piloted with 650 supervisors in 2005-2006 and showed positive results. This led to the program being scaled up industry-wide, with the goal of training 2,500 direct and indirect supervisors. The training aims to improve supervisors' leadership and communication skills in order to enhance relationships with workers and increase productivity. The document also describes how a randomized impact evaluation was conducted to rigorously measure the effects of the training program.
Brand Equity and Customer Satisfaction as the Mediation of Advertisement infl...IOSRJBM
This research includes explanatory research, samples are taken form Garuda Indonesia Airline international Passenger inbound and outbound flight conducted at several Indonesian International Airport Soekarno Hatta Jakarta, Ngurah Rai Denpasar, Airport Hongkong and Changi Airport Singapore, altogether there are 350 respondents. The Design of non probability sample selection is accidental sampling with the criteria : those who fly international route at least twice a year, Indonesian citizen (not foreigner), and they may also fly non Garuda flights as well, the exogenous variables are advertisement and service quality, the endogenous variables are brand equity and customer satisfaction. Analysis methoed using SEM-PLS and software SmartPLS. The result has several conclusion, First, Advertisement and service quality will increase brand equity, Service quality is very dominant to explain brand equity compared to advertisement, Second, Service quality and brand equity will increase customer satisfaction. Brand equity plays an importamt role to explain consumer’s satisfaction compared to service quality. Third, service quality, brand equity, and customer satisfaction will increase consumer’s loyality. The Loyality of the international passenger of Garuda Indonesia Airline will remain high if supported by strong brand equity and high consumer satisfaction, as a result from service quality granted and the effect of advertisement program which is carried out intensively. Consumer satisfacti
Airline image and service quality effects on traveling customers’ behavioral ...Alexander Decker
This study examines the effect of airline image and service quality on customers' behavioral intentions in Jordan.
The author conducted a survey of 48 questions to analyze these relationships. The main findings were that airline
image has a significant effect on customers' behavioral intentions at a significance level of α ≤ 0.05. Additionally,
service quality was found to have a significant effect on customers' behavioral intentions at a significance level of
α ≤ 0.05. The study aims to provide insights into how airline marketing variables influence passenger behavior to
help airlines better meet customer expectations and needs.
An emprirical investigation into factors affecting service quality among indi...iaemedu
This document summarizes a study that investigated factors affecting service quality among Indian airline service providers. A survey was conducted of 200 passengers at Coimbatore Airport to determine the significant factors influencing their perceptions of service quality. The top five factors identified were price, politeness of crew members, consistency between communications and experiences, check-in of luggage, and convenience of flight timings. The study concluded that passengers perceive service quality as a combination of physical, interaction, and corporate dimensions, which all need equal priority from Indian airline providers.
An emprirical investigation into factors affecting service quality among indi...IAEME Publication
This document summarizes a study that investigated factors affecting service quality among Indian airline service providers. A survey was conducted of 200 passengers at Coimbatore Airport to determine the significant factors influencing their perceptions of service quality. The top five factors identified were price, politeness of crew members, consistency between communications and experiences, check-in of luggage, and convenience of flight timings. The study concluded that passengers perceive service quality as a combination of physical, interaction, and corporate dimensions that all must be prioritized by Indian airline providers.
Z energy aims to manage quality in its coffee bar by establishing a quality manual. The manual will define the quality management system boundaries and responsibilities. It will also describe the records and methods used to manage quality. Quality is the result of high intention, sincere effort, intelligent direction and skillful execution. Z energy strives to provide high quality coffee and maintain standards in areas like storing coffee beans, cleaning equipment, and meeting ISO 9001 standards for espresso preparation. Management must focus on customer satisfaction and quality planning.
Journal of Business & Economics Research – August 2013 Volum.docxchristiandean12115
Journal of Business & Economics Research – August 2013 Volume 11, Number 8
2013 The Clute Institute Copyright by author(s) Creative Commons License CC-BY 345
The Control Process Effectiveness:
Organization Versus Customer
Ofer Barkai, The Sami Shamoon College of Engineering, Israel
ABSTRACT
This research project, which was implemented in an organization whose primary function is
providing service (Telecommunication company), studies the scope of the correlation between the
quality of service from the customer’s point of view (customer survey) and the organization
(Telecommunication company systems). The research is important both for economic and
scientific reasons. It involves many organizational control units which require significant
monetary investments. From a scientific point of view, the research is important because it can
shed light on the asymmetrical point of view existing between customers and organizations.
Organizations that are service providers place high importance on the quality of service and their
image as perceived by their customers. Quality of service is measured through internal control
processes and from there is passed on to the staff who are directly involved in customer service. In
this study, we focus on a large organization which implements control processes and then
provides service to customers. Therefore, the activities of this organization are judged first and
foremost on the basis of the service quality provided. The existing internal control processes of the
organization, which measure the standard of service provided on the basis of organizational
benchmarks are separate from those that measure customer satisfaction. In this project, we
analyze the correlation between the outlook of the customer and the results of internal control
processes.
Key Words: Telecommunication Company; Customers Satisfaction Survey; Internal Control Process; Service
Quality
INTRODUCTION
ne of the most important goals of a company is to create disposition toward the company's products and
services. The rapid growth of the modern markets, along with the growing demand for quality products
and services and the intense competition of our time, have led companies to design their service
strategies to achieve this goal. Growing demands for service quality, liability and efficiency became a major
consideration in the service strategy design and services operation provided to the costumer (Tervydisa &
Rindzevičius, 2006).
Roth & Van Der Velde (1991) present a service strategy paradigm which explicitly considers service
strategies as a competitive weapon, aimed to better one's company from its competitors. This is crucial, as stated
before, in competitive markets. As competition increases, companies strive to differentiate themselves trying to
stress their good qualities and uphold their stature as the best in their field.
Urban W. (2009), in his research.
The international journal of business and managementPatrick Sweet
The study mainly determined the effect of customer satisfaction of service quality on customer retention intention of TiGo in the Abokobi-Madina locality. The study specific determined the extent of customer satisfaction of service delivery by TiGo; evaluated customer retention intention of TiGo; and finally related customer satisfaction of service delivery to customer retention intention. The study used quantitative methodology to investigate the effect of customer satisfaction of service quality on retention of Tigo. A structured questionnaire was used to gather data. Customers’ satisfaction of service quality delivered by Tigo and their intention to retain the service of Tigo were measured perceptually on Five-point scale. Questionnaires with a high reliability (Cronbach’s alpha >0.70) were delivered through personal contact and self-administered by the customers.
Overall, 250 respondent were selected. The study found that: the customers were satisfied with the quality of service delivered by Tigo; the customers could not indicate whether or not they would retain the services of Tigo; of the service quality dimension, tangibility, assurance and reliability had significant positive effect on customer retention intention of Tigo, while responsiveness had significant negative effect on customer retention. The study recommended that maintaining existing customers should be a better option than chasing for new non-existing customers by Tigo and that future study should consider expanding the scope so as to make the findings more dependable.
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Determinants of customer satisfaction in cellular industry ofAlexander Decker
This document summarizes a research study on the determinants of customer satisfaction in Pakistan's cellular industry. Through a literature review and survey, the study identified three key factors that influence customer satisfaction: (1) tariff (pricing), (2) call quality, and (3) customer service. The research found customer satisfaction in the cellular industry to be multidimensional, depending on an appropriate balance of affordable rates, high-quality network coverage and calls, and good customer support services. This adds to previous research identifying similar factors as important drivers of satisfaction in other countries' telecommunications markets.
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Singapore Airlines Case Study(Student paper)Singapore Airlines.docxmaoanderton
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Factors Affecting On Customer Retention: A Case Study of Cellular Industry of...paperpublications3
Abstract: The aim of this study is to investigate the effect of price perception, customer satisfaction, brand image, switching barriers (switching cost, interpersonal relationship and attractiveness of alternative) and trust towards the Customer retention in the cellular industry of Pakistan. This study adds many other supporting materials especially for the literature review; a model is used by this study to find the effect of the factors on customer retention. The data was collected from the customers in Lahore who are subscribers one of the cellular company (Mobilink, U-Fone, Telenor, Warid, and Zong) of Pakistan. The data is analyzed with the help of the multiple regression analysis. Out of seven variables tested it is found that switching barriers (interpersonal relationship and switching cost), brand image, price perception, trust and customer satisfaction have the effect on customer retention. However, customer satisfaction has little to do to increase the customer retention. This study also provides evidence that the higher switching barrier of attractiveness of the alternative lower will be the customer retention. This current study has its own limitation since this research is only conducted in Lahore area. Therefore the finding of the study is unable to be generalized for the whole population of mobile users in Pakistan as the sample size is measured small. The findings can help the service providers to find the effect of customer satisfaction, price perception, trust, brand image and switching barriers towards the customer retention.
This document contains a term paper on airline services that was prepared for a marketing professor. It includes sections on group profile, letter of transmittal, acknowledgements, contents, literature review, objectives, methodology, hypotheses development, proposed model, and results of regression analysis. The key findings are that service quality, value, and customer satisfaction have a significant positive impact on customer behavioral intentions, while customer sacrifice has a negative impact. The study aims to analyze factors affecting customer purchase decisions and develop a model showing the relationship between explanatory and dependent variables related to airline service usage.
11 mobile phone research paper hari masterpiece HariMasterpiece
This document summarizes a study on consumer preferences and satisfaction towards mobile network service providers in Madurai City, India. The study analyzed data collected from 125 respondents through surveys. Key findings include:
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2) Respondents are generally satisfied with their current provider but want improved coverage, voice quality, and lower recharge pack prices.
3) It is recommended that providers focus on network speed, coverage, call quality, and affordable recharge plans to better satisfy customers.
This document summarizes a study on consumers' perceptions of service quality in the motor vehicle repair industry in Malaysia. The study used a survey of 400 consumers in the Klang Valley region to assess perceptions of service quality across five dimensions: tangibility, reliability, responsiveness, assurance, and empathy. The results indicated that most respondents had low to moderate perceptions of service quality. Common complaints included a lack of written consent for repairs, unclear estimates of fees, and overcharging. The study aims to provide recommendations to enforcement bodies and policymakers to improve consumer protection standards and require higher quality services in this industry.
An Empirical Study on the Mediating Effect of E-Service Recovery Satisfaction...iosrjce
In the era of Internet and the accelerating rate of using the e-context as a marketing tool by wide
range of companies, customer retention becomes a crucial element in firm’s survival. Losing customers to
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influence of five customer factors namely; E-Trust, Prior Experience, Customer’s Perception of Feedback, ELoyalty
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Factors determining the customer satisfaction & loyalty a study of mobile tel...Cuong Dinh
This study examined factors that influence customer satisfaction and loyalty in Bangladesh's mobile telecommunications industry. A conceptual model was developed relating service quality to customer satisfaction and relating service quality, switching costs, and trust to customer loyalty. A survey was administered to 300 customers of three mobile operators. Regression analysis found:
1) A significant positive relationship between service quality and customer satisfaction, with service quality explaining 10.2% of the variation in customer satisfaction.
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Passengers’ Perspective of Philippine Airlines Within Nueva EcijaIJAEMSJORNAL
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Service quality and customer satisfaction at kenya airways ltd
1. European Journal of Business and Management
www.iiste.org
ISSN 2222-1905 (Paper) ISSN 2222-2839 (Online)
Vol.5, No.22, 2013
Service Quality and Customer Satisfaction at Kenya Airways Ltd
Tirimba O. Manani1, Richard B. Nyaoga2*, Robert M. Bosire3, Thomas O. Ombati4, Tom O. Kongere5
Faculty of Commerce, Dept. of Management Science, Egerton University (NTCC), P.O Box 13357 NakuruKenya
*
E-mail: <rnyaoga@yahoo.com>
3
Faculty of Commerce, Department of Management Science, Kisii University, P.O Box 408 Kisii-Kenya
E-mail: < rmbosire@yahoo.com>
1, 4, 5
School of Business, Dept. of Management Science, University of Nairobi, P.O 30197-00100 Nairobi-Kenya
1
E-mail :< mtirimba@gmail.com>
4
E-mail :< thomasombati@yahoo.com>
5
E-mail: <tkongere@uonbi.ac.ke>
2
Abstract
This study explored the key determinants of customer satisfaction for passengers at Kenya Airways. The study
used a descriptive survey design to obtain information on key determinants of customer satisfaction for
passengers at Kenya Airways. The study mainly adopted a case study approach and the respondents constituted
Passengers who had used Kenya airways for a period of six months between Jan- June 2012. The sample of this
study consisted of one hundred (100) passengers. Both primary and secondary data sources were used to answer
the research questions. Primary data was mainly obtained through administering of questionnaires while
secondary sources like past studies and archives were accessed in order to obtain some reliable literature and
empirical findings that could be applied in order to have a better understanding of the service quality construct.
The data collected was analyzed by use of the means, frequency, percentage and Factor Analysis. The study
findings 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.
Weather conditions prevailing at the destination, compassion by airline crew toward any disabled persons onboard were particularly noted to increase significantly the level of customer satisfaction. This study contributes
to existing theories of service quality and customer satisfaction by confirming or adding value to the
relationships that are involved in customer satisfaction and service quality in the Air Transport and other related
sectors. It provides results that are useful to managers in business organizations for strategic planning. The
arguments of this study are based on the resource based view theory and review of relevant literature.
Key words: Service, Quality, Customer service, customer satisfaction, Air transport
Introduction
Delivering excellent service sustains customers' confidence and is essential for a competitive advantage.
Delivering quality service requires understanding the needs of our customers, listening to feedback and a
commitment to continuous improvement. Key to this is cultivating a motivated workforce to continuously drive
service excellence within the organization. The business environment in which organizations are operating in
currently is highly competitive, and is ever changing courtesy of expansion and use Information Technology and
globalization thus organizations have been forced to focus on managing their customer relationships, and in
particular customer satisfaction and customer loyalty in order to efficiently maximize revenues. Organizations
that offer excellent service improve their profitability margin because it results in more new customers, more
business with existing customers, fewer lost customers, and less mistakes committed by the service providers
(Albrecht et al, 1985).
Customers are important stakeholders in organizations and their satisfaction is a priority to management.
Customer satisfaction has been a subject of great concern to organizations and researchers alike in the recent past
where the quality of service has become an aspect of customer satisfaction (Blumberg et al., 2005). Companies
traditionally operating in local business environments must shift their paradigms to new trends in globalization,
competition and the ever changing customer expectations if they are to survive. Customer focus is emerging as
the key to sustained competitive advantage in both the production and service industry (Porter and Kramer,
2011). A common phenomenon with customers is that once they are not satisfied with the quality of a service,
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2. European Journal of Business and Management
www.iiste.org
ISSN 2222-1905 (Paper) ISSN 2222-2839 (Online)
Vol.5, No.22, 2013
some walk away and often without complaint, hint or warning. Such customers stop doing business with the
offending company which affects financial performance of the respective companies.
Consumers of services are becoming increasingly critical of the quality of service they experience (Albrecht et
al, 1985) and this dictates that organizations must incorporate the customer in operational decision making
processes. Changing customer demands and competition are forcing firms to cut loose from traditional customer
satisfaction paradigms, to adopt proactive strategies aimed at taking the lead in market place. One of such
strategies is the concept of quality. According to Berry et al (1988), service quality has become a great
differentiator and the most powerful competitive weapon amongst leading service organizations. Cronin and
Taylor (1992) argue that improving service quality is an important strategy that service providers should use for
differentiation and effective market positioning. Research shows that more than 40% of customers walk away
never to return because of poor service quality than because of price (Harvard, 2009).
The role of quality has "changed from an order winner to a qualifier” (Hill, 2000). Order winners are the
attributes of a product or service that are important to the customer which result in customer satisfaction and
long-term relationships. Order qualifiers are attributes which when absent result in a product or service being
removed from consideration for purchase. Consumers use order winners as a criteria for selecting a service from
competitors in same service. It is therefore important that companies striving to be competitive pursue quality
operational strategies that will put them in the league of order qualifiers. To qualify as order winners,
organizations must be better than their competitors in their competitive capabilities. Various approaches are used
by companies to achieve this competitiveness. They include: Benchmarking, Total Quality Management (TQM),
quality assurance, six-sigma and the use of international standards organization certifications (ISO). The
significance and role of quality may not be under estimated given the attraction and prominence it has been
given at national, regional and international levels. Principal objectives of these bodies are to study, analyze and
create systems for improved customer satisfaction, through quality standards.
Air transport as a means of communication has steadily been on an upward trend since the Second World War.
International Air Transport Association (IATA) in March 2010 reported that passenger demand on average grew
by 10.3%, while cargo demand grew by 28.1%. IATA has a registered membership of 230 airlines which
account for 93% of world air traffic volume. The Kenya Airways limited is the largest airline in Kenya. The
airline has been in operation since 1977. The airline is a public private partnership company with KLM being the
largest shareholder (26%), followed by the Kenyan government which has a holding of 23%. The rest of the
shares are held by the public through the Nairobi stock exchange. The airline operates a total of 32 planes of
which 25 are Boeing models, while 5 are Embracer models. The airline flies to a total of 53 destinations, 43 of
them in Africa and the rest to Europe and Asia. The combined work force at the airline comprises slightly more
than 4,800. Annual passenger- kilometers in the period ending October 2012 stood at more than 3.6 million,
representing a total increase of slightly more than three thousand passengers over the same period the previous
year. The airline mission statement indicates that the airline seeks to achieve world class status by consistently
pursuing highest standards of safety, customer satisfaction, and quality considerations (www.kenyaairways.com).
Recent developments in the airline industry made it mandatory for Kenya airways to consider service quality as a
key priority in their operations. The American department of transport in June 2011 drafted what was termed as
passenger protection bill. The bill proposed some minimum acceptable standards of airline service quality as a
means of protecting passengers from rogue airline operators (ATW Daily New, 2011). It is most likely that the
entire world aviation community will institutionalize the same. Airlines should therefore set their own quality
service standards that will exceed the regulations in order to attract and retain customers. Despite of these
developments in the aviation industry, not much research has been conducted on service quality in Kenya
Airways and customer continues to openly complain while others leave for other alternatives leading to Kenya
Airways incurring huge losses. Thus this study sought to establish the determinants of customer satisfaction at
Kenya airways.
2.0 Literature Review
2.1 The Concept of Service Quality
According to Parasuraman et al. (1991), companies can get their competitive advantage by using the technology
for the purpose of enhancing service quality and gathering market demand. Different authors have attempted to
define quality in different ways. Some prominent definitions include ‘conformance to requirements’ (Crosby,
1984), Juran (1988) defined quality as ‘fitness for use which results in customer satisfaction freedom from
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3. European Journal of Business and Management
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ISSN 2222-1905 (Paper) ISSN 2222-2839 (Online)
Vol.5, No.22, 2013
product deficiencies, which avoids customer dissatisfaction. Eiglier and Langeard (1987) defined quality as ‘One
that satisfies the customer’. Gitlow et al. (1989) defined Quality as the extent to which the customers or users
believe the product or service surpasses their needs and expectations.” Deming (1986) defined quality as a
predictable degree of uniformity and dependability, at low cost and suited to the market. The International
Organization for Standardization (ISO) 8402 defined quality as the totality of features and characteristics that
bears on the ability of a product or service to satisfy stated or implied needs.
Johns, (1999) contends that the word ‘service’ has many meanings which lead to some confusion in the way the
concept is defined in management literature, where service could mean an industry, a performance, an output or
offering or a process. He further argues that services are mostly described as ‘intangible’ and their output viewed
as an activity rather than a tangible object which is not clear because some service outputs have some substantial
tangible components like physical facilities, equipments and personnel
Oliver (1997) argues that service quality can be described as the result from customer comparisons between their
expectations about the service they will use and their perceptions about the service company. That means that if
the perceptions would be higher than the expectations then the service will be considered excellent, if the
expectations are equal to the perceptions the service is considered good and if the expectations are not met the
service will be considered bad. Service quality is an assessment of how well a delivered service conforms to the
client's expectations. Service business operators often assess the service quality provided to their customers in
order to improve their service, to quickly identify problems, and to better assess client satisfaction. Gibson
(2005) argued that satisfied customers are likely to become loyal customers and that means that they are also
likely to spread positive word of mouth which will lead to growth of market share. Understanding which factors
that influence customer satisfaction makes it easier to design and deliver services that corresponds to the market
demands.
Parasuraman, Zeithaml and Berry (1990) posit that service quality is an extrinsically perceived attribution based
on the customer’s experience about the service that the customer perceived through the service encounter.
According to the Japanese production philosophy, quality implies ‘zero defects’ in the firm’s offerings. This
confirms with the work of Philip Crosby who argued that quality is conformance to the requirements where no
room is given for any defects. Initial efforts in defining and measuring service quality emanated largely from the
goods sector, research work in the area of service quality was laid down in the mid-eighties by Parasuraman,
Zeithaml and Berry (1985). The contributions made by Parasuraman, Zeithaml and Berry (1988) in their studies
on service quality have continued to shape the direction of research in the services sector. The researchers
defined service quality as a global judgment, or attitude, relating to the superiority of the service. Views and
research studies done by other scholars include Gronroos (1982) and Smith and Houston (1982), Parasuraman,
Zeithaml and Berry (1988) who conceptualized service quality as the difference between consumer perceptions
and expectations which is the outcome interaction and experience with the service
2.2 Customer Satisfaction measurement
Satisfaction is a psychological constructs that form the basis upon which evaluation of the quality of a product or
service is done. Customer satisfaction is defined as a function of the customer’s expectations and perceptions of
performance according to the expectancy - disconfirmation paradigm (Tse & Wilton, 1988) and it is a construct
closely related to perceived service quality (Magi & Julander, 1996). Today, customer focus and satisfaction is a
driving force for many companies and organizations. Measuring customer satisfaction provides an indication on
how an organization is performing or providing products or services. Customer satisfaction is generally
understood as the satisfaction that a customer feels when comparing his/her preliminary expectations with the
actual quality of the service or product acquired. In other words, customers are typically concerned with the
value and quality of the product or service they receive. In addition, customers generally want the best possible
product or service at a low cost. The perception of the best product or service and lowest price can, however,
vary significantly by customer segment or industry. In order to obtain an overall picture of customer perception,
a company or organization needs to measure the customer satisfaction level (Czarnecki, 1998).
Organizations mostly employ external agencies to listen to their customers and provide dedicated feedback to
them. These feedbacks needs to be sophisticated and in structured format so that conclusive results could be
fetched out. Face to face meetings and complaint or appreciation letter engages immediate issues. The feedback
received in this is not uniform as different types of customers are addressed with different domains of questions.
This hinders the analysis process to be performed accurately and consistently. Hence the best way is to
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implement a proper survey which consists of uniformed questionnaire to get customer feedback from well
segmented customers. The design of the prepared questionnaire is an important aspect and should enclose all the
essential factors of business. The questions asked should encourage customers to respond in an obvious way.
These feedback received by the organizations can be treated as one of the best way to measure customer
satisfaction (Czepiel and Gilmore, 1987)
Saravanan & Rao, (2007), argued that the need for survival and growth in ever increasing competitive markets
are main critical factors in the search for providing superior service quality and achieving customer satisfaction.
Customer satisfaction is conceptualized as based on the customer’s experience on a particular service encounter,
(Cronin & Taylor, 1992) and also some think customer satisfaction is cumulative based on the overall evaluation
of service experience (Jones & Suh, 2000). These highlight the fact that customer satisfaction is based on
experience with service provider and also the outcome of service. According to Wicks & Roethlein, (2009),
customer satisfaction is formed through an affective evaluation process and this affective evaluation is done
following the purchase experience by the consumer.
Sahim et al., (2006) in an effort to find out whether customers were satisfied with the food services in the
military hospital in Turkey realized that specific demographic characteristics were not of significance in
determining the satisfaction of the patients but the appearance and taste of food. Bailey et al., (1983) identified
38 factors that affected the satisfaction of consumers of computers which were customized for computer users
some of which were quality of the product, flexibility, reliability, priorities determination, security and
expectations.
2.3 Service quality and customer satisfaction
Various studies that have focused on a link between satisfaction and quality argued for different views in terms
of relationship. Some think that quality leads to satisfaction, McDougall & Levesque, (2000); Negi, (2009) and
others support that satisfaction leads to quality (Cronin & Taylor, 1992). Some researchers propose that quality
and satisfaction are determined by the same attributes; like Parasurman et al., (1988) tried to relate customer
satisfaction to service quality. Negi, (2009) clearly points out that overall service quality is significantly
associated with and contributes to the overall satisfaction of customers. Customer satisfaction is based on the
level of service quality delivered by the service providers (Saravanan & Rao, 2007). Parasuraman et al., (1985)
contends that when perceived service quality is high, then it will lead to increase in customer satisfaction. They
argue that service quality leads to customer satisfaction and this agree with Lee et al., (2000) who acknowledge
that customer satisfaction is based upon the level of service quality provided by the service provider.
Organizations that consistently satisfy their customers enjoy higher retention levels and greater profitability due
to increased customers’ loyalty (Wicks & Roethlein, 2009). It is vital to keep consumers satisfied by trying to
know their expectations and perceptions of services offered by service providers. In this way, service quality
could be assessed and thereby evaluating customer satisfaction. Service quality and customer satisfaction have
been proven from past researches to be positively related (Gera, 2011).
Customer brand loyalty is based on the satisfaction achieved after the purchase of a product or service
(Surprenant and Churchill, 1982). According to the customer satisfaction model developed by Oliver (1980)
when customers compare their perceptions of actual products/services performance with the expectations, the
feelings of satisfaction arise which may lead to repeat purchase. Satisfaction from service quality according to
Gronroos (1984) is usually evaluated in terms of technical quality and functional quality. This happens when
customers do not have much information about the technical aspects of a service. Under such circumstances
functional quality becomes the major factor from which customers base perceptions of service quality
(Donabedian, 1982). Service quality may also be defined as customer perception of how well a service meets or
exceeds their expectations (Czepiel 1990). Service quality can be measured in terms of customer perception,
customer expectation, satisfaction and attitude. Sachdev and Verma (2004) indicate that the evaluation of service
quality leads to customer satisfaction. Rust and Oliver (1994) in their research study observed that satisfaction
was a customer fulfillment response, an evaluation on both customer emotion and customer response to a
service.
2.4 Service quality in the airline industry
According to Gaddene et al. (2009), Flight safety, good appearance of flight crew and offering highest possible
quality services to customers 24 hours a day are the most important airline service quality factors in the eyes of
customers. Gustafsson et al. (1999) in their study noted that many airline companies had lost track of the
true needs of their passengers and were trapped in outdated views of what airline services were all about. In a
highly competitive environment, where all airlines have comparable fares and matching frequent flyer programs,
airline’s competitive advantages lie in the service quality perceived by customers (Chan and Yeh, 2002).
Perceived quality is a prerequisite for customer satisfaction (Parasuraman et al., 1988). Therefore, the delivery of
high quality service becomes a marketing requirement as competitive pressures increase on air carriers.
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Continuing to provide high quality service would help airlines acquire and retain customer loyalty (Ostrowski et
al., 1993).
Currently majority of quality ratings (customers’ perceptions of quality of services) available rely on subjective
surveys of customer opinions that are infrequently done (Gursoy et al., 2005). Traditionally, customer service
analysis has been carried out by dividing the overall service into various service elements, conducting a survey
among the customers, and measuring the importance of the service elements to the customers as well as the
performance of the company (Huiskonen and Pirttila, 1998). It is a commonly used measure of customers’
preference. Based on its analysis, customer service strategies are designed. With no exception in the airline
industry, to deliver better passenger service, airlines need to understand passengers’ needs and expectations
(Aksoy et al, 2003).
2.6 Measuring Service Quality
A study by Agbor (2011) concluded that there was a distinctive relationship between service quality dimensions
and service quality/customer satisfaction. Service quality is a measure of how well the delivered level of service
matches customer expectations. When a service delivers a high quality service, it must conform to customer
expectations on a consistent basis over time (Lewis and Booms 1983). Gronoos (1982), Lehtinen and Lehtinen
(1982) identified three themes in service quality. These themes were: Service quality is more difficult for the
consumer to evaluate than goods quality; Service quality perceptions result from a comparison of consumer
expectations with actual service performance; and lastly that quality evaluations are not made solely on the
outcome of a service, but also on evaluations of the process of service delivery.
Many researchers have struggled with the issue of how to measure service quality. The most widely used
measure is based on a set of five dimensions which have been consistently ranked by customers to be most
important for service quality, regardless of service industry. Service quality measurements have benefitted
greatly from studies done by Parasuraman, Zeithaml and Berry (1988) who developed a model and measurement
approach which they named SERVQUAL Consisting of 22-items. SERVQUAL was based on the concept that
service quality is the difference between consumers' expectations about performance of a general class of service
providers and their assessment of the actual performance of a specific firm within that class. These dimensions
defined by the SERVQUAL measurement instrument are as follows:
Tangibles: appearance of physical facilities, equipment, personnel, and communication materials;
Reliability: ability to perform the promised service dependably and accurately;
Responsiveness: willingness to help customers and provide prompt service;
Assurance: knowledge and courtesy of employees and their ability to convey trust and confidence; and
Empathy: the caring, individualized attention the firm provides its customers.
These five SERVQUAL dimensions are used to measure the gap between customers’ expectation for excellence
and their perception of actual service delivered. The SERVQUAL model, when applied helps service providers
to understand both customer expectations, perceptions of specific services, and areas in need of quality
improvements.
SERVQUAL has been used in identifying specific service elements requiring improvement, and targeting
training opportunities for service staff. Proper development of items used in the SERVQUAL instrument
provides rich item-level information that leads to practical implications for a service manager.
3.0 Findings
3.1 Frequency of using the airline in the last one year.
The findings revealed that majority of the respondents 35(55.6%) had used airlines 1 to 3 times, followed by
38.1% who had used airlines 4 to 5 times. A minority (6.3%) had used air travel over 6 times. These findings
indicate that respondents were adequately experienced on airline travel and so they could be relied upon to give
valid responses.
The findings also revealed that the majority of respondents 60(95.2%) travelled by economy class. Customer
perceptions on various service quality parameters was a reflection of the quality of service offered at the
economy class of airlines. Considering that the economy class is the lowest level, it is possible that these
parameters could have been scored higher if respondents had experience with the business or first class.
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3.2 Professional status of the respondents
The researchers sought to know from the respondents what best described their professional status or their main
occupations. This was necessary because the researchers wanted to establish the nature of their professional
backgrounds and what their main reasons for travel were. The research findings revealed that most of the
respondents 35(55.6%) were employees of government, NGOs or companies. They were followed by the retired
(23.8%), then students (9.5%) and the self-employed (7.9%). These findings seem to suggest that most of those
who travel do so out of work requirements. The retired would mostly travel for leisure, and so it could concluded
that leisure travelers constituted the second largest users of Kenya Airways, while those travelling to attend
learning institutions constituted another proportion of travelers of Kenya Airways.
3.3 Perceived satisfaction with airline passenger services.
A total of 22 parameters were presented to respondents and the respondents were required to rate their
importance as customer satisfaction attributes using a scale of 1 to 5 where 5 was very important and 1 least
important. The proportion of variance for each of the parameters that were used to measure service quality was
determined using principal component analysis. Majority of the factors that were extracted shared a >0.7
proportion of variance with the rest of the factors under consideration. The least factor extracted had a
communality score of 0.446. This communality represented the safety of luggage. The highest factor score was
0.934 (B12) the factor under consideration in this construct relates to how the elderly, the aged and the disabled
were treated through boarding and in flight. This factor B12 shared the highest variance with the rest of the
factors and was therefore most responsible for the variability in the major study variable/construct “what are
important service quality parameters to airline passengers”.
3.4 Extracted factors on perceived customer satisfaction.
The researchers were interested in knowing the dimensionality of the factors the parameters that had presented to
the respondents. A factor rotation method was used and the criteria for inclusion was Eigen values that were
greater than one. A total of 8 factors were thus extracted, and these accounted for most variability in the main
study construct/variable. This agrees with early studies where service quality is thought to comprise between
1(one) and 8(eight) dimensions (Chowdhary and Prakash, 2007). The researchers had observed that there was no
perfect agreement on the number of service quality dimensions associated with service quality. Table I shows the
extracted factors and their variance contributions.
The criteria for extraction was Eigen values >1. Each of the extracted factors shared a proportion >=7.12% of its
variance with the rest of the factors. This shows that the factors extracted accounted for highly significant
variability in the behavior of the major variable/construct which was the importance respondents attach to
service quality parameters of airlines. Cumulatively, the extracted factors accounted for 69.239% of the
variability in the main construct. The extracted factors were in order; B2 (ability of airline to communicate to
passengers by phone their booking status), B3 (variety of foods offered in flight), B11 (briefing about weather in
arrival destination), B12 (on-board assistance to disabled passengers), B13 (food quality), B15 (food variety),
B16 (available hand luggage compartment) and B21 (Ability to reserve seats at time of booking). This is to say
that to the passengers, quality service in an airline should include; confirmation of booking status by phone,
variety of foods served in flight, food quality, briefing on weather conditions prevailing at the destination,
compassion by airline crew toward any disabled persons on-board, availing space in the plane that is adequate to
fit a hand luggage, and the ability of the passengers to reserve seats. It was noted that passengers travelling as
groups will be satisfied if they were able to book seats where they would seat next to each other this also applied
to couples and family members.
3.5 Customer satisfaction at Kenya Airways
The research study revealed that there were three main parameters that passengers were most satisfied with as
passenger with Kenya airways as shown in table II. These parameters were C19 (the aged and disabled were well
attended), C20 (the passengers were well informed about such services such as food in good time) and C17
(during boarding process passengers were promptly attended). These parameters had mean score of 4.33, 4.0,
and 4.05 respectively. The scores obtained showed that the level of satisfaction with these parameters was high.
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What is evident from this research study is that passengers were keen to note how the elderly and people with
special needs were attended to and if well treated the result was a high level of satisfaction.
The parameters that scored least in satisfaction and therefore a source of concern since they eroded the
competitiveness of the airline were five. These factors were C5 (design of toilets and their cleanliness), C7
(design of seats and seat comfort), C14 (personalized passenger service-knowing passengers by names) and C10
(the quality of check-in facilities). These parameters had mean ratings of 2.95, 2.94, 2.70, 2.63 and 2.54
respectively, which implied that customer satisfaction levels were less than moderate. From content analysis
some passengers complained of being forced to stand in long queues as they waited to be checked-in. The seats
available did not meet the expectations of passengers. This revealed that the level of satisfaction with check- in
services was moderate.
Majority of the parameters under this construct had mean scores that ranged between 3.11 for C 15(crew can be
trusted to handle luggage well and C22 (passengers needs and concerns are adequately taken care off when
flights are cancelled) 3.79. The respondents felt shortchanged whenever their flights were cancelled for reasons
beyond management control. This is based on their expectations on compensation for time lost, alternative
accommodation provided and the manner in which they were treated. The respondents indicated that they were
not happy without being informed about flight cancellations in good time.
Other parameters that scored means ranging between 3.5 and 3.9 making them rank between moderate
satisfaction and high satisfaction were C2 (attitude of staff on board), C21 (response to customer requests), C12
(flight delays), 3.60, C18 (prompt attendance to passenger needs), and C3 (neatness of toilets), 3.71,
respectively. The research study also revealed that cabin crew staff were not enthusiastic in attending to the
respondents and thus was responsible for moderate satisfaction to the respondents.
3.6 Limitation of the study
The study was limited to the extent that it might not be representative of the cultural diversity which is the nature
of the international airline passenger market. Quality perspectives across cultures are not the same. Additional
data collection methods such as observation, expert views, focus groups and discussions can be used to further
enrich the study. More information can be obtained from board meeting minutes as a way of enriching and
expanding the study. Such a study should be carried out frequently in order to monitor service quality and find
out satisfaction levels of customers and hence make necessary adjustments in case of any weaknesses or
strengths
3.7 Suggestions for further research
To enrich the study further, a study can be done to investigate the impact of service quality on passenger
satisfaction in the local airline industry. This study can be extended to the local travelers to supplement in
obtaining data which is crucial to improve customer service both locally and internationally.
4.0 Conclusion
To remain competitive the airline need to focus on its operational strategies so as to reduce cost but at the same
time increase service quality. Strategies such as capacity sharing or outsourcing can be used to cater for delayed
flights occasioned by under bookings. This will minimize cases of planes flying with less capacity. Innovation
can be used to increase their communication with passengers. Evidence from the study show that, Kenya
Airlines has to improve performance on all the dimensions of service quality in order to increase customer
satisfaction since consumers expect more than what is being offered currently by the service providers. This will
enable them maintain high level of competitiveness.
In conclusion, knowing how consumers perceive service quality and being able to measure service quality can
benefit management of service organizations. Measuring service quality can help management provide reliable
data that can be used to monitor and maintain improved service quality.
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5.0 Appendices
Appendix I: References
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Service sectors in Umeå- unpublished Masters Thesis Crosby, P. (1984) Quality without Tears: The Art of
Hassle-Free Management. New York:McGraw-Hill.
Baileyt, J. E. & Pearson, S. W. (1983), Pearson development of a tool for measuring and analyzing computer
user satisfaction. Management science, Vol. 25, Number 5.
Berry, L.L., Parasuraman, A. and Zeithaml, V.A. (1988), “The service-quality puzzle”, Business Horizons,
September/October, pp. 35-43.
Blumberg Boris Donald R. Cooper & Pamela S. Schinder, (2005) Business Research Methods. UK, McGrawHill Education
Chan, K.R. and Liu, C. Yeh (2002), “The study of domestic airline service quality promotion”, Journal of
quality, pp.44-54.
Cronin, J J. and Taylor, S. A. (1992), “Measuring Service Quality: A Reexamination and Extension”, Journal of
Marketing, 56 (July) pp.55-68.
Czarnecki, M. (1998) Managing by Measuring: How to Improve Your Organization’s Performance Through
effective Benchmarking. New York: Amacom. 271 p. ISBN 0-8144-0390-5.
Czepiel, A.J. & Gilmore, R. (1987), Exploring the Concept of Loyalty in Services. In: J.A.
Deming, W. E. (1986) Out of Crisis. Cambridge, Mass.: MIT Center for Advanced Engineering Study
Gibson, H., 2005b, “Towards an understanding of why sport tourists do what they do”, Sport in Society Special
Issue: Sport Tourism: Concepts and Theories, Volume 8 (2), P: 198–217
Gronroos, C. (1984), “A service quality model and its marketing implications”, European Journal of marketing,
Vol 18, No 3, pp. 36-44.
Gronroos, C. (1982), A service quality model and its marketing implications, European Journal of Marketing,
Vol.18, Number 4, p.36-44.
Johns, N. (1999). What is this thing called service?, European Journal of Marketing, Vol. 33, Number 9/10,
p.958-973.
Lehtinen, U. and Lehtinen J. R. (1982), "Service Quality A Study of Quality Dimensions," unpublished working
paper, Helsinki: Service Management Institute, Finland.
Magi, A. & Julander, C. R. (1996): Perceived service quality and customer satisfaction in a store performance
framework. An empirical study of Swedish grocery retailers, Journal of Retailing and consumer services, Vol. 3,
Number 1 p.33- 41.
Negi, R. (2009). Determining customer satisfaction through perceived service quality: A study of Ethiopian
mobile users, International Journal of Mobile Marketing; Vol.4, Number 1; p.31-38.
Ostrowski, P. L., O’Brien, T. V. and Gordon, G. L. (1993), “Service quality and customer loyalty in the
commercial airline industry”, Journal of Travel Research, Vol 32, 16-24.
Oliver, R.L, 1997, Satisfaction: A Behavioral Perspective on the Consumer, McGraw-Hill, New York
Oliver RL, 1980, “A cognitive model of antecedents and consequences of satisfaction decisions”, Journal of
marketing Research, Volume 27, P. 460-469
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Parasuraman, A., Zeithml, V. A. and Berry, L. L., 1990, “Delivering Quality Service: Balancing Customer
Perception and Expectations”, The Free Press, New York, P. 226
Parasuraman, A., Zeithaml, V., and Berry, L. L. (1985), “A conceptual model of service quality and its
implications for future research” Journal of Hospitality & Leisure marketing, Vol. 3, pp.5
Parasuraman, A., Zeithaml, V., and Berry, L. L. (1988), “Servqual: A multiple-item scale for Measuring
customer perception of service quality”, Journal of Retailing, Vol. 64. No. 1, pp.12-40.
Parasuraman, A and L.L. Berry. (1991) Marketing to employees. New York: Free Press
Porter, M. and Kramer, M. (2011), “How to Fix Capitalism and unleash a new wave of growth, Harvard
Business Review, January/February
Sahin, B., Demir, C., Celik, Y., & Teke, A. K. (2006). Factors affecting satisfaction level with the food services
in a military hospital, Journal of medical systems, Vol. 30, Issue 5.
Saravanan, R. & Rao, K. S. P. (2007). Measurement of service quality from the customer’s perspective – An
empirical study, Total Quality Management, Vol. 18. No. 4, p.435-449.
Tse, David K. & Peter, C. Wilton. (1988). Models of Consumer Satisfaction: An Extension, Journal of
Marketing Research, Vol. 25 p. 204-212.
Wicks, A. M., & Roethlein, C. J. (2009). A Satisfaction-Based Definition of Quality Journal of Business &
Economic Studies, Vol. 15, No. 1, Spring 2009, 82-97.
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www.kenya-airways.com
Table I
Rotation Sums of Squared Loadings
Component
Total
% of Variance
Cumulative %
1
2.299
10.450
10.450
2
2.254
10.244
20.695
3
1.966
8.938
29.633
4
1.932
8.781
38.414
5
1.845
8.386
46.800
6
1.792
8.146
54.946
7
1.578
7.173
62.119
8
1.566
7.120
69.239
Extraction Method: Principal Component Analysis.
Table II
Factors
Initial Extraction
B1(Friendly website)
B2 (Phone booking status updates)
B3 (Variety of foods on offer)
B4 (Crew communicate in more than one language)
B5 (Price of air ticket)
B6 (Ability to connect to other flights)
B7 (On board entertainment)
B8 (Availability of alcohol)
B10 (Departure times for flights)
B11 (Destination weather briefing)
B12 (On-board assistance to disabled persons)
B13 (Food quality)
B14 (Food quantity)
B15 (Food variety)
B16 (Hand luggage compartment)
B17 (Luggage safety)
B18 (Courteous staff)
B19 (Airline safety and accident record)
B20 (Crew uniform color)
B21 (Ability to reserve seats)
B22 (Online check in services)
1.000
1.000
1.000
1.000
1.000
1.000
1.000
1.000
1.000
1.000
1.000
1.000
1.000
1.000
1.000
1.000
1.000
1.000
1.000
1.000
1.000
Source: Researcher, 2012
179
.667
.724
.761
.618
.670
.751
.734
.700
.699
.775
.934
.751
.719
.841
.694
.446
.707
.833
.628
.735
.652
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