Assessment of Customer Satisfaction in Arik Airways Limited
CHAPTER ONE
OBJECTIVES/PURPOSE OF THE STUDY
The purpose of this study is to carry out a research work on the quality of services rendered by airline operators to their numerous customers.
The research work is aimed at:
- Examining how equality of services rendered by airline operators contribute to the satisfaction of their customers.
- Determining if the attitude of airlines staff towards their customers influence the choice of airline.
- Examining if the high quality services rendered by airline companies lead to satisfaction of customers and promote the repeat visit.
- Determining the factors that influence service quality and customers’ satisfaction before, during, and after service encounter in Arik Air contractors.
- To examine the cause of dissatisfaction (if any) from customers.
CHAPTER TWO
REVIEW OF RELATED LITERATURE
Introduction
Delivering the highest possible quality of service is regarded as one of the core business requirements that businesses must achieve to attract and retain customers, while assessing and embed passengers’ views into organisational framework for better customer experience (Nwaogbe, et al., 2013). Customers’ oriented policy and practice stand in the vanguard of success and organization existence in a competitive business environment like the airline industry. In measuring airline quality of service, SERVQUAL dimension is widely used in the service sector to assess performance from the human perspective. According to Prabaharan et al., (2008) SERVQUAL method is used in measuring organization strengths and weaknesses, focus on tangibility, reliability, responsiveness, assurance, and empathy. Quality means greatness (Garvin, 2010), value (Cronin & Taylor, 2011), or “organization that surpasses or meets expectations” (Parasumaran, 1985). The following “constants” will be briefly defined; (comfortability, affordability, and reliability). Service comfortability – is how passengers observed the quality of service offered to them by the airlines, including; Internet connectivity, lounge’s cleanliness, quiet zone, shops, restaurants, and business pavilion in functioning conditions. Airline’s communication mediums like staffs, information desk, and inflight announcement are included as tangible features by the passengers (Geraldine et al., 2013). Service affordability – can be regarded as given passengers the opportunity to select from inclusive air ticket prices made available to the different group of passengers by the airlines, as a gesture of goodwill, to establish and reinforce customer loyalty and repeat purchases essential for business continuity (Benjamin, 2015). Affordable air ticket prices will encourage more passengers to use transport for their domestic traveling. Service reliability – is the probability that airline will carry out its expected function satisfactorily as stated in the flight schedule (Parasuraman et al., 1985). For instance, passengers expect services on time and schedule. Airlines are dutybound to transport passengers from point A to B, without any form of delays or cancellations (Wanke et al., 2016)
CHAPTER THREE
RESEARCH METHODOLOGY
Research design
The researcher used descriptive research survey design in building up this project work the choice of this research design was considered appropriate because of its advantages of identifying attributes of a large population from a group of individuals. The design was suitable for the study as the study sought assessment of Customer Satisfaction in Arik Airways limited.
CHAPTER FOUR
PRESENTATION ANALYSIS INTERPRETATION OF DATA
Introduction
Efforts will be made at this stage to present, analyze and interpret the data collected during the field survey. This presentation will be based on the responses from the completed questionnaires. The result of this exercise will be summarized in tabular forms for easy references and analysis. It will also show answers to questions relating to the research questions for this research study. The researcher employed simple percentage in the analysis.
CHAPTER FIVE
SUMMARY, CONCLUSION AND RECOMMENDATION
Introduction
It is important to ascertain that the objective of this study was to ascertain assessment of Customer Satisfaction in Arik Airways limited. In the preceding chapter, the relevant data collected for this study were presented, critically analyzed and appropriate interpretation given. In this chapter, certain recommendations made which in the opinion of the researcher will be of benefits in addressing the challenges of Customer Satisfaction in Arik Airways limited.
Summary
This study was on assessment of Customer Satisfaction in Arik Airways limited. Four objectives were raised which included: i. Examining how equality of services rendered by airline operators contribute to the satisfaction of their customers, determining if the attitude of airlines staff towards their customers influence the choice of airline, examining if the high quality services rendered by airline companies lead to satisfaction of customers and promote the repeat visit, determining the factors that influence service quality and customers’ satisfaction before, during, and after service encounter in Arik Air contractors and to examine the cause of dissatisfaction (if any) from customers. In line with these objectives, two research hypotheses were formulated and two null hypotheses were posited. The total population for the study is 200 staffs of Arik airline in Abuja. The researcher used questionnaires as the instrument for the data collection. Descriptive Survey research design was adopted for this study. A total of 133 respondents made pilots, customer care officers, senior staffs and junior staffs were used for the study. The data collected were presented in tables and analyzed using simple percentages and frequencies
Conclusion
Service expectation has significant effect on customer satisfaction. However, not all the dimensions of expectation contribute meaningfully to changes in customer satisfaction. Whereas Assurance makes the highest impact, followed by Empathy, Reliability, and Tangibles, the contribution of Responsiveness is not supported by this study
Recommendation
The Arik airline should always find out from their customers where they really unsatisfied them for further better service
Ministry of transportation should carryout investigate to find the quality and level of satisfaction by airlines
Airline managers/operators should pay greatest attention to Assurance because it has the highest effect on passenger satisfaction. Assurance has to do with the knowledge and courtesy of employees and their ability to inspire trust and confidence
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