Abstract
Problem statement: A comparison of customer satisfaction based on serv ice quality as perceived by air travelers was done among six domestic airlines. Literature review suggested that flying experience has three stages: Pre-flight, in- flight and post-flight and a set of six variables c an be used to measure satisfaction. These variables are: Ease of bookings through the website/call center; Hassle free check in/efficient ticketing staff/regu lar announcements during flight delays at airport; on time performance of flights; in flight experience; baggage handling and value for money. Approach: A questionnaire was designed with above set of variab les and responses of 150 fliers of six domestic airlines viz., GoAir, Kingfisher, Jet Airways, Indi go, SpiceJet and Air India (Domestic) was recorded on a five point Likert scale. About 150 respondents were interviewed from different places in NCR: Delhi, Gurgaon, Noida, Greater Noida and Faridabad. A convenient sampling method was followed. Perceptions of only those travelers were captured w ho had actually undergone the experience of travelling by an airline. The range for the number of respondents was between 103 (for GoAir) and 133 (for Jet Air). Results: Using one way ANOVA, it was checked whether travelers perceive any significant difference between six airlines for eac h of the above six identified variables. With Tukey - Kramer test the airlines which are significantly di fferent from the rest were identified. Perceptual m aps with combination of up to two variables (attributes ) were drawn to infer about the positioning of six different airlines. Conclusion: This study will help marketers of domestic airline s and designers of flight service offerings to enhance the satisfactio n level of air travelers.
Highlights
India is one of the fastest growing aviation markets in the world
Some of the factors that have resulted in higher demand for air transport in India include the growing middle class and its purchasing power, low airfares offered by low cost carriers, the growth of the tourism industry in India, increasing outbound travel from India and the overall economic growth of India
GoAir and Air India are significantly different from the rest Indigo was found to be significantly different from Go Air, Jet Airways and Kingfisher but similar to SpiceJet
Summary
With the liberalization of the Indian aviation sector, the industry has witnessed a transformation with the entry of the privately owned full service airlines and low cost carriers. As of March 2009, private carriers accounted for around 82% share of the domestic aviation market. The players in the current Indian domestic market include low cost carriers like SpiceJet, GoAir, Indigo along with Premium airlines like Jet Airways, Kingfisher and Air India (domestic). The sector has seen a significant increase in number of domestic air travel passengers. Some of the factors that have resulted in higher demand for air transport in India include the growing middle class and its purchasing power, low airfares offered by low cost carriers, the growth of the tourism industry in India, increasing outbound travel from India and the overall economic growth of India
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