Norwegian airline operator has been offering airline services for quite a long time, frequently among the Scandinavian countries. However, the condition for service quality has been deteriorating for the last couple of decade. Despite the many researches done to dig out the factors that could be adjusted to favour service quality, not much has been seen to change.
This study was aimed at conducting an exploratory survey in the grounds of the Norwegian company to find out the recommendations for the company’s quality service. We issued self-governed questionnaires to the customers at the waiting room, who were rather waiting for flight take off. A focus group discussion was also conducted by the group to engage the passengers in a dialogue that involved customer service quality expectations and perceptions. During the survey period which took six days, we interacted with the customers and show them the need for their genuine response towards the questions asked. A well elaborated questionnaire was distributed to the customers who answered them as they awaited the operator services. The customers answered the questions at their own pace, giving their opinions independently. The sampled population was made-up of 120 customers taking on flights among the Scandinavian countries at Oslo Airport.
The answers were analysed and deductions made from the analysis. The services expected offered by the company were rated along with the customers’ expectations and that was what could only measure customer satisfaction for services offered by Norwegian airline service. SERVQUAL system was used to calculate the relationship between customer expectations and perceptions. Some mathematical implications of mean and standard deviations also added some weight on the relationship between the company’s present status and customer perception.
Table of Contents
Introduction
Study framework
Significance of the study
Literature review
Behavioural Consequences of Service Quality
SERVQUAL System
Research Approach
Research Design
Scientific Approach in Relation to Service and Quality
Delimitations
Role of Various Parties during the Research
Sampling
Data analysis
Data Processing
Outline of the Data
Data Analysis
Discussion of Results
Marketing Implication
Restrictions
Conclusions
Research Objectives and Topics
This study aims to investigate the factors influencing customer service quality within the airline industry, specifically focusing on the Norwegian Airline operator, to bridge the gap between customer expectations and perceived service performance.
- Identification of critical service quality determinants in the airline sector.
- Evaluation of customer satisfaction levels using the SERVQUAL model and Importance Performance Analysis (APA).
- Analysis of the relationship between operational service delivery and passenger perception.
- Development of strategic recommendations for airline management to enhance service quality and customer retention.
Excerpt from the Book
Literature review
In any business, service quality improvement is mandatory and has become to be unavoidable. But to many companies, it has been hard to work with a lot of attention to detail, forcing them to rely on the passion, consistency and affection for the work in achieving quality service to customers. From many researchers who have tried to rescue service delivering companies have identified various keys to achieving desirable quality service at work;(Headley, 1992). They include;
a) Catching the voice of the clients and surveying their desires observing the services offered. The first step in implementing service quality improvement is identifying where customer expectations are not met or opportunities for such improvements. Various customer satisfaction assessment methods should be applied in collecting and analysing the customer service and their satisfaction. Capturing on customers voice is customer risk management which needs to focus on various problems, weaknesses and customer losses. Such measures are aimed at improving customer service which may lead to a positive business response. However, customer risk management must remain within the goals of the business in profit making (Spina, Albrecht, Haislmaier, & Inc, 1986).
b) Paying attention to emergencies and other awful events which interrupt customers’ expectation. The voice of the customer should help the business in identifying the process deliverables in customer terms. The business must strategize the customer service delivery process in order to understand their roles and schedules in service delivery.
c) The customers need to be served with sincerity, passion and kindness. The employees obliged to attending to the customers must be trained on how to show passion for services they offer without discrimination or prejudice. In instances where attendants have low or compromised ethics, customers tend to shift form their services for alternative operators. The business must implement a chain of people-profit-service in service delivery process. For improved customer service quality, the attendants must be enduring and ready to offer real customer service with intents of creating success for the company in general.
Summary of Chapters
Introduction: This chapter highlights service quality as a critical determinant for business expansion in the airline industry and outlines the study's goal to explore strategies for improving existing customer service.
Study framework: The chapter establishes the foundational fields of study, including factors affecting service quality and the necessity of aligning services with changing customer expectations.
Significance of the study: It discusses the challenges of deregulation in the Norwegian airline sector, rising competition, and the difficulty of measuring the effectiveness of quality improvement strategies.
Literature review: This section examines existing theories and methods for achieving service quality, emphasizing the importance of "catching the voice of the client" and leadership involvement.
Behavioural Consequences of Service Quality: The chapter explores how high-quality service acts as a profit strategy by fostering customer retention and preventing negative behavioural intentions.
SERVQUAL System: It introduces the SERVQUAL theoretical framework and its application in measuring the gap between customer expectations and perceptions in the airline industry.
Research Approach: This chapter outlines the exploratory, descriptive research methodology, utilizing both qualitative interviews and quantitative surveys to gather data.
Research Design: The section details the integrated concept structure used to assess passenger service quality perception and satisfaction on and off-board.
Scientific Approach in Relation to Service and Quality: It contextualizes service quality within marketing theory, tracing the evolution from product-based to client-based methodologies.
Delimitations: This chapter defines the scope of the study, focusing on in-flight and pre-flight services for Norwegian Airline passengers.
Role of Various Parties during the Research: It describes the collaboration with management and the process of obtaining input from potential respondents.
Sampling: The chapter details the execution of the survey, including participant selection at Oslo Airport Terminal 2 and the rationale behind using self-administered questionnaires.
Data analysis: This section covers the data processing phase, addressing missing values and inconsistencies to ensure the validity of the final dataset.
Data Processing: It explains the technical handling of the raw dataset, including the use of deletion techniques and mean substitution to refine the analysis.
Outline of the Data: This chapter provides an overview of respondent demographics and travel patterns.
Data Analysis: It presents the statistical findings derived from the collected survey data, comparing expected versus perceived service levels.
Discussion of Results: The chapter interprets the statistical findings, identifying on-time departure and staff competence as critical service factors.
Marketing Implication: It offers practical suggestions for airline management to enhance carrier image and service delivery based on the study findings.
Restrictions: This section acknowledges study constraints and assumptions, noting potential areas for future research.
Conclusions: The final chapter summarizes the research, confirming the critical relationship between service quality dimensions and passenger behaviour.
Keywords
Service Quality, Norwegian Airline, Customer Satisfaction, SERVQUAL, Importance Performance Analysis, Airline Management, Customer Retention, In-flight Service, Passenger Perception, Customer Expectations, Data Analysis, Marketing Strategy, Service Delivery, Scandinavian Aviation, Research Methodology.
Frequently Asked Questions
What is the primary focus of this dissertation?
The dissertation primarily focuses on addressing the challenges of delivering high-quality services in the airline industry, specifically looking at how Norwegian Airline can balance customer expectations with their actual perceptions of the service provided.
What are the central thematic areas covered in this study?
The central themes include service quality determinants, customer retention strategies, the role of leadership in service improvement, the application of the SERVQUAL model, and the use of Importance Performance Analysis to measure satisfaction.
What is the primary research goal or research question?
The main goal is to create a clear understanding of what constitutes quality service in the airline industry and how service improvements impact organizational business trends, ultimately providing a guide for management to enhance their service quality.
Which scientific methods are utilized in this research?
The study employs a mixed-methods approach, using qualitative focus group discussions to gather initial insights and quantitative survey data (self-administered questionnaires) to measure customer expectations and perceptions statistically.
What is covered in the main body of the work?
The main body covers the theoretical framework of service quality, the implementation of SERVQUAL and APA models, a comprehensive analysis of survey data from Norwegian Airline passengers, and a discussion of results that highlights key areas for service improvement.
Which keywords best characterize this research?
Key terms include Service Quality, SERVQUAL, Norwegian Airline, Customer Satisfaction, Importance Performance Analysis, and Airline Management.
How did the author handle inconsistencies in the survey data?
The author performed data cleaning by identifying missing or incoherent responses. Techniques such as Per Wise Deletion were used to exclude problematic variables, and Mean substitution was applied in specific cases to maintain a sufficient sample size for analysis.
What specific findings did the Importance Performance Analysis (APA) reveal for Norwegian Airline?
The APA revealed that while passengers generally find many services important, there is a specific need for urgency in improving on-time departures and the competence of staff in handling unexpected situations, as these significantly impact customer perception.
- Quote paper
- Calvin Monroe (Author), 2012, Challenging in Delivering Quality Services: Balancing Customer Expectations and Perceptions in Airline Industry, Munich, GRIN Verlag, https://www.hausarbeiten.de/document/269412
