research report on jet airways

7/28/2019 Research Report on JET AIRWAYS

1/21

1

Research Study

On

A Study on the consumer expectations about the

quality of service provided by Jet Airways

Submitted By:

Viniti Dhar

Rishabh Bhalaik

MBA-Marketing


2/21

2

EXECUTIVE SUMMARY

India has the fastest growing aviation markets in the world. With the advent of liberalizationin this sector, the industry had witnessed a complete transformation including entry of the

privately owned service airlines and low cost carriers. The sector has also seen a significantincrease in number of domestic air travel passengers. Factors that have been contributingtowards higher demand for air transport in India involves the growing middle class and its

purchasing power, overall economic growth of India low airfares offered and the growth ofthe tourism industry in India.

The Aviation Industry in India consisting of high range of services namely; ai r transportsuch as passenger and cargo airlines, airport management, ground handling, private jets andhelicopters, in-flight catering, and human training. This industry has received great benefitsout of the entry of private players, mostly from low fares ones. The growth of this sector hascaused a sharp increase in demand for services including MRO, ground handling, andcatering services.

The booming air industry, along with its allied services has brought about asignificant talent crunch, which in turn leads to boosting opportunities fortraining service providers. The constant expanding Indian Economy and

increasing demand has resulted in the emergence for air cargo services to greaterextent. The aviation sector still has a very small part of the total travel andtransportation service sector when comes to India. It has been suffering fromseveral challenges like inadequate infrastructure being the most crucial, the high cost ofoperations, intense competition, and unsustainably low fares have contributed to these losses.Apart from the initiatives that are being taken to change these bottlenecks to growth, a needfor further investments in capacity is felt more than ever. A recent spate of mergers, however,has come to some relief. Also, due to government initiatives, large amount of public and

private investments have been pouring in.

In addition to the above stated drawbacks, a few more includes like the decelerating profit

margins does not affect declining rate of revenue generation. The major reason behind thesame is the increasing costs that just add fuel to the current plight. Indias aviation industryfights up with the upcoming crisis against the emerging global competitors. Affordability andconnectively are the two main elements that are essential with respect to the domestic

passengers and cargo traffic.

If we look from the past perspective, certainly this industry has undergone a majortransformation from being government owned to now being privately dominated. It has about75% share of the domestic aviation market. This transformation has also resulted in achanging image of the same by making it affordable by a number of people worldwide.Importance of this industry can thus be analysed by the increasing tourism in the country,

improving infrastructure, increasing income levels and globalization which in turn boosts the


3/21

3

air travel. The major reason for exponential increase in tourism is because of the Open Skypolicy between India and SAARC.

The political analysis indicates that any unstable political environment causes uncertainty inthe minds of the travellers whereas economic factors include income and recession conditions

in any country. With social elements being extensive in nature due to wide variety ofdemographic culture in India, it is thus important to use customization to the greatest possibleextent. For aviation industry, technological factors include use of internet and systems used

by the authority for growth and demand.

Segmentation for such an industry would involve with respect to the different kinds ofcustomers and their varied needs from the same. The three approaches of marketing in airlineindustry include:

a) Undifferentiated Strategyb) Differentiated Strategyc) Concentrated Strategy

Also other variables that separated airline consumers are as below:

a) Preference for priceb) Price and Servicesc) Luxury and Privacyd) Brand Names

Considering the future prospects for airline industry includes Consolidation where will easeout the competition and give pricing power to dominant players, strong passenger growth anddomestic passenger flow. In contrast to the same, problems faced by the same involves High

cost of turbine fuel and other being slow improvement in infrastructure.

Although the characteristics of airline services as mentioned above have lent themselves to arelationship marketing approach, many of the customer-related efforts of airlines centrearound loyalty programmes that aim to increase short-term sales instead of focusing on long-term quality relationships between the airline and its customers. Nowadays instead offocussing on acquisition of new customers, emphasis is laid on retaining the existingcustomers. Therefore, al this stands as a reason for airline industry to build on therelationships with customers and retain the same for increasing profitability.

Hence the role of the airline industry in the global economy cannot be over-emphasised.


4/21

4

COMPANY PROFILE: JET AIRWAYS

Jet Airwaysis one of Indias premier private airlines industries. The Company operates intwo segments: Air Transportation and Leasing of Aircraft and running under two geographicsegments: domestic and international. It was incorporated as an air taxi operator on April 1,1992. Jet Airways started its commercial airline operations on 5 May 1993 with a fleet offour leased Boeing 737-300 aircrafts and 24 daily flights serving 12 destinations with initialinvestment of US$ 10 Million. In January 1994 a change in the law enabled Jet Airways toapply for scheduled airline status, which was granted on 4 January 1995. It beganinternational operations to Sri Lanka in March 2004 with inaugural flight from Chennai toColombo. In addition to all this, it has receives the ISO 9001:2000 certification, for its in-Flight services.

Currently, Jet Lite (India) Limited operates a fleet of 25 having 18 Boeing 737 series and 7Canadian Regional Jets 200 series. The airline flies to 28 domestic destinations and twointernational destinations (Kathmandu and Colombo), operating over 110 flights a day, on anaverage. The Companys subsidiary includes Jet Lite.

In January 2006, Jet Airways declared its decision to buy Air Sahara, the only other majorprivate airline, making it one of the biggest takeovers in Indian aviation history. The resultingairline would have been the country's largest, but unfortunately the deal fell badly through inJune 2006. However, a modified deal was brought through in April 2007 and Air Sahara

became Jet Lite. In August 2008, the airline announced its plans to fully integrate Jet Lite intoJetAirways.

Moreover, in October 2008, Jet Airways also announced an alliance with Kingfisher Airlines

that included an agreement on code-sharing on domestic and international flights, commonground handling, join fuel management, join utilisation of crew and sharing of similarfrequent flier programmes. In May 2009, Jet Airways introduced another low-cost airline JetKonnect with spare aircraft that were earlier discontinued due to low passenger load factors.Jet Airways Konnect uses the same operator code as Jet Airways. Since then the same isrunning successively all over India and abroad.

It has also been witnessed that CRM acts critical to the airline industry due to fiercecompetition; economics relating to customer retention is unequivocal and lastly with the helpof technology with directly affects its profitability. Other ways to increase the profitability areacquiring new customers, optimize the value of existing customers and try retaining the

customer longer. Here it has been understood that acquiring new customer has been difficultin this industry.

Products and services offered by Jet Airways includes On ground services, Jet Spark, InflightServices, cargo, Jet Konnect, Jet Mall, Jet escape, Jet mobile etc.

CRM at different travel Experience level is further subdvided into Pre, Board and Post. Pre stageconsists of marketing Communication, Sales and reservation and Check-In. In Board, Flight servicesare considered like arrivalservices, Managing connections etc.And Post stage includes Baggage

Service, Customer feedback and Rewards in terms lounge services, miles program and upgrades.

For Jet Airways, there is something called Loyalty ladder which runs as below:


5/21

5

And stages of relationship for Jet Airways are classified extensively considering the customersatisfaction levels.

The above relationship is maintained with regard to the existing customers and rewards therespective customers with the different privileges being offered by the same. Where loyal

customers are rewarded with Gold Card, Committed are rewarded with Silver and Gold,Trustworthy customers are acknowledged with Blue and blue Plus, Satisfying customers are

provided with effective communication, understanding the unexpressed needs and wow thecustomers. And lastly for the switching customers restrict them with certain barriers.Currently, Jet airways holds stake of 26.1 % of the total market share with respect to thedomestic passenger carriers.

Partner

Advocate

Supporter

Client

Customer

Prospect

Loyalty

Committment

TrustSatisfaction

Switching


6/21

6

INTRODUCTION: CUSTOMER EXPECTION FROM

SERVICE QUALITY

Meeting the ever increasing expectations of customers in any industry is almost akin toscaling the Everest heights. Nowadays, customers are arguing that there is nothing likeexcellent service since there is always one thing more i.e., the extra mile which thecompanies can do in order to improve services.

This raises set of questions, how would an organisation meet its customers expectations?What are these customers expectations in the first place? What does a potential passenger ofan airline, for example, expect from his chosen airline than safely flying him from one pointto another? Understanding the needs of these airline passengers in particular and customers ingeneral and predicting how to reach them significantly impacts on how to grow, develop,

price, market and distribute an organisations core and ancillary products, especially duringthis hard economic times.

At the time when the need arises for passenger to travel, the first thing that would click himwould be the best airline that meets his expectations. This could be through consistentlykeeping out cheap fares, state of the video on Demand in-flight entertainment, fleet ofaircraft, excellent customer service, the airlines choice of food and drinks on board, pre and

post flight service/experience, On Time Performance (OTP), baggage handling and anyservice considered important by the customer. In the past, major airlines service quality wasmeasured by variables like flight frequency, load factors, waiting/ transit times and aircrafttype/age.

All these service quality variables are not only important from the perspective of the tourismand leisure industry but remains important or the conduct of effective international business.As air travel is intangible due to the fact that passengers benefits only come with the journeyand experience, it has been observed that in services marketing with respect to the airlineindustry, the distinctive features of services are: intangibility, inseparability, perishability andheterogeneity which require understanding the expectations, creating, communicating anddelivering customer value and keeping promises. According to an expert, it is thereforeimportant for managers to constantly seek in order to improve organisational effectivenessconsidering the competitive global market which is possible through identifyingorganisational metrics in order to achieve long term success

In contrast to the above another expert however, observed that these strategies have not beenhighly successful because of insufficient marketing support. Others argue that in order toachieve constant success, organisations should make efforts in identifying and satisfyingcustomers needs and work more effectively than what their competitors does. Airlinesindustry need to constantly be in touch with their customers to feel their pulse in order tofigure out what they want from the organisation and how they want it done. The airlines

players have to accept the fact that a passenger has a goal that he wants to satisfy beyondbeing safely flown from point A to point B. Recognising this existence is the beginning ofmeeting the customers expectations.

Excellent and exceeding service delivery goes beyond the point B. With the increasingcompetition, passengers now have wide range of options to choose from by simple


7/21

7

comparison. Realizing the importance of customers, most airlines have initiated a variety ofprogrammes and activities to retain them, knowing very well that loyalty comes as a result ofexpectations which are being met in the past. This benefit of passenger loyalty has amultiplier affect in the airline industry, hence the launch of the frequent flyer programme; a

programme aimed at winning, retaining and rewarding loyal passengers of an airline. It has

thus been emphasized that retaining the loyal customers is the need of the hour

Keeping the above points in mind, Jet Airways has initiated various services in order to giveunique privileges and experience to their existing, prospective customers in the form ofmembership tiers:

Blue

Blue Plus

Silver

Gold

Exclusive Platinum

Members using these services can expect to earn more miles, Enjoy more benefits, quickertier update and easier redemptions.

The benefits associated with customer loyalty include lower costs of retaining existingcustomers rather than constantly recruiting new ones. Moreover, it has been observed thatlong term customers are likely to expand their relationship within the product range beingoffered. It is thus obvious to note that when a passengers expectations are met by an airline,the passenger is likely to return to the airline when next he makes his purchase decision andeventually becomes loyal to the airline, at times, along with the members of his family.Behaviourally loyal customers act as information channels, that informally links networks of

friends, relatives and other potential customers to the organisation.

Thus in order to achieve customer retention and loyalty, it is important to provide a certaindegree of superior service value that would finally result in having a competitive advantage.Loyalty is achieved by organisations that display fairness, consistency and reliability in thedifferent range of services. Quality with respect to this service is thus the gap between theexpectation and perceptions developed in regard to the same.

With its recent up gradation, Jet has been focussing more on the bonding with the consumersand involving itself with building long term relationships with them as it has been witnessedthat acquiring new customers is very costly in this industry. This retention is made possible

through a complete circle where the existing customers are measured, interviewed, analysedand finally sets switching barrier. Measurement of retention is done on the basis of number ofconsumers lost and Consumer remains valid with Jet Privilege cards. In the second stage theinterview with the customers starts with Feedback and later differentiates the same withnegative feedback and later calls to get insightful details about the same. The third stageincludes analysing complaints and service data which starts with analysing with online

portals and feedback forms and later ends with action with regard to their problem. All thiscollectively helps Jet airways in building long term relationships with their customers.Various switching barriers include value for money, Jet Privilege, price defectors, servicedefectors, organisational defectors, market defectors and seamless service.

It is broadly divided into four major subheadings as follows:


8/21

8

In order to gain maximum satisfaction from customers usually airline industry focuses onrelationship marketing. Relationship marketing refers to efforts by organisation to retain itscustomers by emphasizing on building long term relationships over lifetime of theconsumers. In such an industry the length of the customer with the organisation defines andevaluates the profitability. Also, one of the other importances of retaining the existingcustomers are that is less expensive and is linked to the organisational bottom line.

Although the organisations do understand the benefits of customer retention is wellunderstood but this principle tends to be ignored as preference is given to acquisition ofconsumers. By focussing on acquisition and not on retention, the organisation will not be

attentive about customer defections as to what are the reasons for a shift to the other airline orindustry. Consumer Retention holds both economic and non economic benefits for theorganisation. Economic benefits include possible forecast consumers purchases, costsregarding sales and marketing can be minimised. Whereas Non Economic Benefits includethe willingness and interest of consumers to work with organisation for nurturing furtherrelationships.

For consumer Expectation is it therefore important to understand the causes that lead to thesedefections whereby such consumers who shift could be interviewed and then implementstrategies to solve the same. These defects with respect to their competitors are due to productquality reasons, Market Reasons, organisational reasons, price reasons and technology

Reasons. Apart from this consumer perception also plays an important in establishing longterm relationship with regard to consumer expectations. Consumer perception is nothing butthe perceived value about any given brand. The gap between Consumer expectations andconsumer perceptions is called service quality. Service quality is an added advantage that one

brand has over the other also with respect to the attributes.

Customer care

Help desk

Web, Sales Force

InteractionManagement

Frequent flier programs

Mileage accuralairport loungeLoyalty Program

Tie up with credit cards

Tie up with portal, agents

Out bound email

Campaignmanagement

In flight Experience

Baggage tracing

Complaint HandlingFeature and Fuction


9/21

9

RESEARCH PROBLEM

The research is to understand why people buy Jet Airways service and the different gaps

occurring while delivering service variables, customer expectations, service quality specifiedand delivered. Most importantly, the degree of reliability on the services offered needs to beevaluated thereby, determining the long term or short term relationship with the company.The need is to understand the service quality gaps and Jet Airways ranking with respect toconsumer expectations and consumer perceptions in comparison to other brands in market.Further, it is also important to understand the service attributes provided and rankedaccording to the respondent group.

Consumer expectations is what every organisation aims at fulfilling to the greater extent.However, organisation can enhance and maintain themselves if they constantly keep an eyeover the changes and respond immediately. The problem is such a research also arises due to

the fact that this industry involves maximum interaction between the service provider andconsumers.

RESEARCH OBJECTIVE

One of the theoretical objectives of this study is to understand the concept of service qualitywith respect to Jet Airways and find out the different variables to measure service quality.Also to evaluate the tangible attributes that are essential for any airline industry in the orderof their respective ranks and intangible attributes that are measured with respect toresponsiveness, assurance, reliability and empathy.

The second objective is to define a model wherein different service variables effect consumer

expectations. Verifiable objectives are to test the model on selected customer group. Then,the results are used to investigate what services customers consider as the cornerstones oftheir flight experience, and if there are any differences in service quality preferences amongstrespondent groups (such as male/female travellers, as well as business/leisure travellers).With the results from this result one can identify the service variables that are essential for aconsumer at the time selecting an airline. In addition to this the gaps in delivering the qualityservices can be identified so as to rectify in case of deviations.

Finally this research also determines the effect of airline industry efforts on consumerrelationships with the airline service provider.

RESEARCH METHODOLOGY

Our research is sought to obtain responses from the respondents who are familiar with airtravelling experience with Jet Airways. Therefore rather than convenient sampling, a sampleof randomly frequent air travellers were drawn majorly from airport and Airport Buses. Aself administered questionnaire was again randomly distributed to passengers at check inCounters and passengers travelling through the local bus going towards airport. This workwas conducted over a period of one week to ensure that the data is not skewed by anyholidays. These were distributed early mornings, late mornings and afternoon to ensure

variety in the respondents who completed the questionnaire.


10/21

10

Self administered questionnaire was actually chosen because it being the cost effectivewhereby variety can be accommodated and encouraging them to express and rank the servicequality attributes with respect to other brands in comparison to Jet Airways. Thequestionnaire is divided into two parts where in the first half reads the tangible attributesattached to this industry and latter consists of intangible elements.

This study gives insight about the service variables and factors affecting the customerexpectation, Jet Airways as a subject. The company is reviewed in terms of various serviceofferings, its quality and new service development. The literature is used to build up a servicemodel, which is tested to find out most important service quality attributes for the customers.Further, conducting a survey using a structured questionnaire which also consists element ofdescriptive research (Sample size-50). Apart from the primary data collection, retrospectiveresearch is also considered to gain clarity over the existing service variables and how it haschanged over time.

The SERVQUAL Model was encouraged in this research as both intangibles and Tangibles

elements were included. The attributes being identified in Intangibles include responsiveness,reliability, assurance and Empathy. Whereas Tangibility includes attributes like On Time,Flexibility, Price, quality, seat Comfort and Cabin Cleanliness. Apart from all this, it wouldalso consider the respondent selection which was done randomly.


11/21

11

DATA ANALYSIS

An essential tool that was used in order to complete the research was a structured

questionnaire. Apart from the primary data collection from the former method, secondarysources were also used such as Journals and research papers. The secondary collection fordata helped in retrospective analysis which finds out how services have been changed overtime. Analyses has been done keeping in mind only the responses recorded from therespondents (Sample Size =50)

Considering data collection through primary data, the responses were selected randomly ofwhich the gender can be evaluated by: Male: 24 and Female: 26 (Numbers)

Next in order to fully define the sample it is important to understand the demographic elementsattached to it. Out of this one is age. The below graph clearly shows that the age group between 35yrs-44yrspassengers maximum travelling through a airways.

GENDER

MALE

FEMALE

0

1

2

3

4

5

6

7

8

15- 24 25-34 35-44 45+

AGE

AGE


12/21

12

Tangible elements by Jet Airways: Ranking

Through this pie chart it can be inferred that if considering only tangible elements, there arecertain attributes which become essential for the consumers at the time of selecting one

airline over the other. Here, it can be thus being clearly seen that price is the dominant factorin comparison to other. And after price, it is on time flights is what is important for thecustomers.

THE SERVQUAL MODEL

In this built up model, the intangibilities related to different brands were ranked and recorded.This intangibility is evaluated on the basis of responsiveness, reliability, assurance andempathy. This all together provides answer to where the gap actually lies between the identityand Image in the minds of end consumers. This model further helps in finding out thedifference between the Consumer expectations and perceptions. Consumer perceptions is

nothing but the perceived value of the brand by them which can differ as to what is actuallydelivered.

Though in the dataset Apart from Jet Airways, Spice and Indigo, other brands like Go Air andkingfishers data was also recorded but nothing has been presented or interpreted in any form.This has two reasons; Kingfisher has already withdrawn its service whereas Go Air accountsfor a negligible share in the market. So interpretation is done only for Three Brands that are a

buzz these days.

All these intangible elements are linked with a brand and later interpreted as to what identityone brand focussed at and what in reality they actually are perceived like.

Tangible Elements

On Time Flight

Connectivity

Flexibility

Price

Quality


13/21

13

Calculations

Eigenvalues

Function Eigenvalue % of Variance Cumulative % Canonical

Correlation

1 .269a

82.6 82.6 .461

2 .057a

17.4 100.0 .232

a. First 2 canonical discriminant functions were used in the analysis.

Wilks' Lambda

Test of Function(s) Wilks' Lambda Chi-square df Sig.

1 through 2 .746 42.583 10 .000

2 .946 8.015 4 .091

Standardized Canonical Discriminant

Function Coefficients

Function

1 2

Responsiveness -.035 -.189

Reliability .986 .148

Assurance -.445 .426

Empathy .040 .485

ValueforMoney -.138 .573

Structure Matrix

Function

1 2

Reliability .874*

.340

ValueforMoney -.032 .736*

Empathy .033 .581*

Assurance -.299 .578*

Responsiveness .000 .000*

Pooled within-groups correlations between

discriminating variables and standardized

canonical discriminant functions

Variables ordered by absolute size of

correlation within function.


14/21

14

*. Largest absolute correlation between each

variable and any discriminant function

Functions at Group Centroids

Brand Function

1 2

Jet Airways .302 .304

Indigo .421 -.272

Spicejet -.723 -.032

Unstandardized canonical discriminant

functions evaluated at group means


15/21

15

The final Interpretations

Value for Money

Assurance Empathy

JET

AIRWAYS

Reliability

SPICE

Responsiveness INDIGO

Through the above stated service gap analysis can be done with respect to three brandsnamely:

Jet Airways seems closer to empathy that signifies that since its positioning is done on thebasis of the same attribute, it means that it is successful in making consumers aware aboutclose relationship between service identity and service Image

For Indigo, it is for sure they are clear about their On Time Flights i.e reliability as theconsumers perception exactly coincides with the same. This ensures it is able to convey what

they actually intended to.

Lastly same is with Spice Jet where they lay emphasis on responsiveness i.e how quickly they

respond to situations which involves their cabin crew too. This analysis thus indicates a clearconsensus about the image in the minds of the consumers and identity which accounts for itswillingness to be perceived as one.


16/21

16

QUESTIONAIRE

Personal details

Name:

Age:

a) 15 24

b) 25 34

c) 35 44

d) 45+

Gender:

a) Male

b) Female

1) How often do you travel on vacation/ work/ business?

a) Very often (0-15days)

b) Often (15-30days)

c) Once in a while (1 6 months)

d) Rarely (more than 6 months)

2) Which is the most frequent mode of transport that you use?

a) Rail

b) Road

c) Air

3) Have you travelled by Jet Airways?

a) Yes

b) No


17/21

17

4) Have you heard about Jet airways, if yes, where did you hear about Jet airways?

a) Magazines

b) Hoardings

c) Radio channels

d) Internet

e) Word of mouth

5) Do advertisements make a difference in choosing the airline you travel by?

a) Yes

b) No

6) Have you ever redeemed a coupon or voucher that was given out at a campaign by an airline service?

a) Yes

b) No

7) When taking a trip which all things do you consider before selecting an airline (You can tick one or more)

a) On time flights

b) Connectivity

c) Flexibility

d) Cost

e) Quality and Service

8) Out of the following by which airlines have you travelled the most if service quality were to be given

preference?

(i) Go Air

(ii) Kingfisher

(iii) Jet Airways

(iv) Indigo

(v) Spice Jet


18/21

18

9) On a scale of 1 to 5 rate the importance of the following, all are individual questions and all are to be

marked independently for Jet Airways

Criteria Strongly agree Agree Neutral Disagree Strongly

Disagree

(i) On time flight

(ii) Connectivity

(iii) Flexibility

(iv) Price of the ticket

(v) Quality and Service

10) Service Quality dimensions:

Criteria Strongly agree Agree Neutral Disagree Strongly

Disagree

(i) Seat Comfort

(ii) Cleanliness of cabin

(iii) Cleanliness of Toilets

(iv) Newspaper/Magazines

(v) Quality of Beverages


19/21

19

Perceptual Mapping

Please tick marks the relevant response on the following questions for all airlines you have travelled.

11) Responsiveness: Timing/Courtesy/Language:

Strongly Agree Agree Not Sure disagree Strongly Disagree

Go air

Kingfisher

Jet Airways

Indigo

Spice Jet

12) Reliability: Staff services without fumbles/responds quickly/response in proper time:


Go air

Kingfisher

Jet Airways

Indigo

SpiceJet

13) Assurance: Cabin crew safety drill/efficiency of check in staff/service quality of crew:


Go air

Kingfisher

Jet Airways

Indigo

SpiceJet


20/21

20

14) Empathy: Attention to customers/Flight timings/Long term relationship with customers:


Go air

Kingfisher

Jet Airways

Indigo

SpiceJet

15) The Airline provides value for money


Go air

Kingfisher

Jet Airways

Indigo

SpiceJet


21/21

21

LIMITATIONS

Firstly this research is exploratory in nature so its limitation should therefore be considered.Since randomly these samples were selected then it should be inferred that conclusion is

being drawn from the same. Secondly this research was restricted towards only one airport

and scope is limited to a certain demographical group and only flights within geographicalarea being Bangalore is addressed in the survey though the nationalities of respondentsvaried. Next, only flights with mid-range full network carriers and low cost airlines weretaken into consideration in the survey. Luxury airlines and long haul flights were taken out ofthe scope in order to limit a number of attributes so as to balance customer expectations.

Normally, service expectations are different and more complex when flying on longer flights,hence difficulty in quantifying the same may arise. Such key service quality dimensions assafety, flight frequency, reliability etc. is considered on generic level only, with the analysisfocusing on service attributes such as speed of check-in, entertainment and catering on boardas well as employees attitude. The results of any customer expectation survey can be anessential but it can be dangerous to rely fully on them.

Also, this research involved an experiment, with respondents being randomly assigned to

treatment conditions. Finally it was felt that for such a research the sample size should beextensive but due to time and financial constraints, the same was restricted.

EXPECTED FINDINGS AND CONCLUSIONS

This research will conclude that customers would definitely value basic services variables inservice process such as information on tickets and flight schedule, communication in case offlight delay as well as no delays in baggage delivery. No significant differences will be found

between the target respondents being male and female passengers expect that the malerespondents may consider employees appearance and attitude towards them as moreimportant compared to female respondents. Finally, from close relations between some of theattributes and service variables, the conclusion can be made that the respondents do notdifferentiate significantly between in-flight or ground services, and view the air travelexperience as a total in sum.

END NOTES

These four terms are explicitly associated with services:

Inseparability implies that the production of a service cannot be separated from theconsumption thereof, i.e. a service is produced and consumed at the same time

Intangibility is the major service characteristic that distinguishes it from a product in that itcannot be perceived by the senses, i.e. a service is not physical

Perishability implies that unused service capacity cannot be stored for future use

Heterogeneity suggests that services are, due to the fact that they are delivered byPeople, susceptible to variation in quality

research report on jet airways

Documents