Description
The research design in this project was descriptive research design. A descriptive research design describes marketing characteristics or functions. Also it is qualitative in nature.
CHAPTER-1
CHAPTER-1
RESEARCH METHODOLOGY
1.1 RESEARCH OBJECTIVES
The research carried out during the project had many objectives related to the service
quality of the Indian airline industry. Some of the objectives of the research carried out
are listed below:
• To study the concept of service quality and dimensions governing service quality.
• To study the service quality of different service providers in the Indian aviation
industry.
• To measure the service quality with the help of the service quality dimensions for
the service providers.
• To compare the service quality of different service providers with Kingfisher
airlines and to find the airline service provider with the best service quality.
• To understand the nowledge gap or the gap between the management!s perception
about the customer e"pectations and the customer e"pectations.
• To measure the nowledge gap for the service providers of the Indian aviation
industry.
1.2 RESEARCH METHODOLOGY
The research methodology gives an idea about the type of research design# the
sampling techniques# the process of data collection and the instrument used for data
collection. $et us try to understand all the portions in detail.
%age & '
1.3 RESEARCH DESIGN
The research design in this project was descri!i"e rese#rc$ desi%&. ( descriptive
research design describes mareting characteristics or functions. (lso it is qualitative in
nature. The project carried out involves measuring service quality with the help of service
quality dimensions which are the attributes for that service provider or the brand. )ence
the project includes describing mareting characteristics or functions and thus it is a
descriptive research design.
1.' DATA COLLECTION
The data collection in this project was through both the primary and secondary
sources. The primary sources include the c(s!)*ers of the service provider who provided
the primary data. Te+!,))-s# .)(r&#/s# i&!er&e! 0e,si!es and other *#%#1i&es provided
the secondary data for the project. )ence both primary and secondary data were collected
during the project.
1.2 34ESTIONNAIRE
The instrument used for the collection of the primary data was a s!r(c!(red
5(es!i)&&#ire. The questionnaire is to be filled up by the customers of an airline service
provider. The questionnaire will have closed ended questions or multiple choice
questions.
%age & *
1.6 SAMPLING TECHNI34E AND SAMPLE SI7E
The sampling technique used in this project was a &)&-r),#,i/i!8 s#*/i&%. ( non+
probability sampling relies on the personal judgment of the researcher rather than chance
to select samples. The sampling technique in a non+probability sampling was that of a
convenience sampling. C)&"e&ie&ce s#*/i&% attempts to obtain a sample of convenient
samples. The selection of the samples is left primarily to the interviewer. ,ften the
respondents are selected because they happen to be in the right place at the right time.
The sample si-e was ept '.. for the project purpose.
1.9 LIMITATIONS
The limitations of the research carried out for the project are as follows:
• ,nly / service providers are taen into consideration while studying the service
quality of the service providers and measuring and comparing them. )ence the
whole industry was not covered.
• 0oreover only domestic airline services are taen into consideration because of the
constraint of time and accessibility.
• Sample si-e was '... )ence it cannot be generali-ed to a larger population.
%age & /
CHAPTER-2
%age & 1
%age & 2
SERVICES
2.1 :HAT IS A SERVICE;
In economics and mareting# service is the non+material equivalent of a good. It is
claimed to be a process that creates benefits by facilitating a change in customers# a
change in their physical possessions# or a change in their intangible assets. Service
provision has been defined as an economic activity that does not result in ownership# and
this is what differentiates it from providing physical goods.
Service has certain characteristics which differentiates it from products or goods. The
features or characteristics of services are as follows:
I&!#&%i,i/i!8 - Services are intangible in nature and this is the basic feature or
characteristic of a service that differentiates it from the products or physical goods. 3or
e"ample# a student renders educational services cannot see or feel the nowledge
provided by the instructor or the teacher.
Si*(/!#&ei!8 - Services are simultaneously produced and consumed. The production
of the service and the consumption of the service tae place at the same time. )ence the
services have a characteristic of simultaneity.
Peris$#,i/i!8 - Services are also perishable in nature which means that if not sold
then cannot be regained. )ence services cannot be stored. In case of an airplane seats not
taen up would remain empty during the entire flight. The service capacity of this flight
has perished and cannot be recouped. Services cannot be returned or resold.
%age & 4
I&se#r#,i/i!8 - The services cannot be separated from the people providing the
services. The service can never be separated from the service provider. )ence services
also have the characteristics of inseparability.
)ence these are the characteristics of services. There are many types of services
available. The services can be classified on a particular appropriate basis. $et us try to
classify the service on the basis of industry and target effects.
He!er)%e&ei!8 - Services are heterogeneous because a service is modified for each
client or each situation. The service delivered can never be the same if delivered again.
)ence mass production of services is difficult. 5oth inputs and outputs to the processes
involved providing services are highly variable# as are the relationships between these
processes# maing it difficult to maintain consistent quality.
L#,)(r i&!e&si"e - Services are labour intensive. Services usually involve
considerable human activity# rather than a precisely determined process. )uman resource
management is important. The human factor is often the ey success factor in service
industries.
CLASSIest (irlines# Syline I=%? and 0odi$uft discontinued flight operations but the
entry of several low+cost airlines in India# such as (ir Beccan# SpiceGet# IndiNo
9Interglobe =nterprise: and others lie Kingfisher (irlines continue to give competition in
its maret# forcing Indian to cut down air+fares. )owever# as of '..2# Indian (irlines was
still a profit maing airline.
Indian (irlines $imited is wholly owned by the Novernment of India through a holding
company and has 87#*.. employees as of 0arch '..4 Its annual turn+over# together with
that of its subsidiary (lliance (ir# is well over As./... crores 9around MSP 8 billion:.
Together with its subsidiary# (lliance (ir# Indian (irlines carries a total of over 4.1
million passengers annually.
In Becember '..4# (ir India was invited to join the Star (lliance. Since Indian (irlines is
in the midst of merging with (ir India# it too will effectively be a member.
%age & *2
'.2.2 INDIGO
INTROD4CTION
I&diG) is a private domestic low+cost airline based in Nurgaon# )aryana# India. It
operates domestic services lining '. destinations. Its main base is Belhihile Turbo %rops enjoy substantially lower sales ta" concessions# Aegional
Gets which are also deployed on the same routes are charged higher sales ta" for their fuel
needs. This is not helpful for the promotion and good health of India!s Aegional ?arriers.
Sales Ta" K L(T are payable on all supplies meant for international voyages irrespective
of the jurisdiction of its consumption. There is a need for e"tending the same benefit to
the airlines J as in the case of e"porters where they are e"empt from payment of any
="cise Buty K Sales Ta" on their inputs J on all its procurements dedicated for its
international operations.
Ce&"#! Credi! )& AT<
Ion+allowance of credit to the airlines on (T3 is against the fundamental principle of the
?=IL(T provisions J resulting in the cascading effect of ta"es.
%age & /4
Hed%i&% )A A"i#!i)& T(r,i&e hen there is a problem the service provider 9employeesKstaff: responds quicly to
solve it.
8. Strongly agree '. (gree *. Sometimes /. Bisagree 1. Strongly disagree
%age & 8.8
88. If a response is promised in certain time# it does happen by the promised time.
8. Strongly agree '. (gree *. Sometimes /. Bisagree 1.Strongly disagree
8'. Zou feel safe about your travel by performance of cabin crew safety drill.
8. Strongly agree '. (gree *. Sometimes /. Bisagree 1.Strongly disagree
8*. Zou get individual attention by the cabin crew.
8. Strongly agree '. (gree *. Sometimes /. Bisagree 1.Strongly disagree
8/. The airline has flight timings convenient to you.
8. Strongly agree '. (gree *. Sometimes /. Bisagree 1.Strongly disagree
81. Service provider maintains long term relations with the customers.
8. Strongly agree '. (gree *. Sometimes /. Bisagree 1.Strongly disagree
82. If Kingfisher reduces its rates as compared to rest of the players then are you ready to
switchover from your preferred airlines to Kingfisher airlines. 9Iot applicable for
Kingfisher airlines customers:
8. Zes '. %robably Zes *. 0ay be /. %robably Io 1. Io
N#*e: [[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[
A%e %r)
.+86yrs 86+*.yrs *8+/1yrs /1+2.yrs 2. Y above
Ge&der: 0ale 3emale
Occ(#!i)&:
5usiness %rivate Service Novt. Service Student ,thers[[[[[[[[
A&&(#/ I&c)*e Di& Rs.E:
\' lah '+1 lahs 1+8. lahs 8. lahs Y above
%age & 8.'
%age & 8.*
%age & 8./
%age & 8.1
doc_270511464.doc
The research design in this project was descriptive research design. A descriptive research design describes marketing characteristics or functions. Also it is qualitative in nature.
CHAPTER-1
CHAPTER-1
RESEARCH METHODOLOGY
1.1 RESEARCH OBJECTIVES
The research carried out during the project had many objectives related to the service
quality of the Indian airline industry. Some of the objectives of the research carried out
are listed below:
• To study the concept of service quality and dimensions governing service quality.
• To study the service quality of different service providers in the Indian aviation
industry.
• To measure the service quality with the help of the service quality dimensions for
the service providers.
• To compare the service quality of different service providers with Kingfisher
airlines and to find the airline service provider with the best service quality.
• To understand the nowledge gap or the gap between the management!s perception
about the customer e"pectations and the customer e"pectations.
• To measure the nowledge gap for the service providers of the Indian aviation
industry.
1.2 RESEARCH METHODOLOGY
The research methodology gives an idea about the type of research design# the
sampling techniques# the process of data collection and the instrument used for data
collection. $et us try to understand all the portions in detail.
%age & '
1.3 RESEARCH DESIGN
The research design in this project was descri!i"e rese#rc$ desi%&. ( descriptive
research design describes mareting characteristics or functions. (lso it is qualitative in
nature. The project carried out involves measuring service quality with the help of service
quality dimensions which are the attributes for that service provider or the brand. )ence
the project includes describing mareting characteristics or functions and thus it is a
descriptive research design.
1.' DATA COLLECTION
The data collection in this project was through both the primary and secondary
sources. The primary sources include the c(s!)*ers of the service provider who provided
the primary data. Te+!,))-s# .)(r&#/s# i&!er&e! 0e,si!es and other *#%#1i&es provided
the secondary data for the project. )ence both primary and secondary data were collected
during the project.
1.2 34ESTIONNAIRE
The instrument used for the collection of the primary data was a s!r(c!(red
5(es!i)&&#ire. The questionnaire is to be filled up by the customers of an airline service
provider. The questionnaire will have closed ended questions or multiple choice
questions.
%age & *
1.6 SAMPLING TECHNI34E AND SAMPLE SI7E
The sampling technique used in this project was a &)&-r),#,i/i!8 s#*/i&%. ( non+
probability sampling relies on the personal judgment of the researcher rather than chance
to select samples. The sampling technique in a non+probability sampling was that of a
convenience sampling. C)&"e&ie&ce s#*/i&% attempts to obtain a sample of convenient
samples. The selection of the samples is left primarily to the interviewer. ,ften the
respondents are selected because they happen to be in the right place at the right time.
The sample si-e was ept '.. for the project purpose.
1.9 LIMITATIONS
The limitations of the research carried out for the project are as follows:
• ,nly / service providers are taen into consideration while studying the service
quality of the service providers and measuring and comparing them. )ence the
whole industry was not covered.
• 0oreover only domestic airline services are taen into consideration because of the
constraint of time and accessibility.
• Sample si-e was '... )ence it cannot be generali-ed to a larger population.
%age & /
CHAPTER-2
%age & 1
%age & 2
SERVICES
2.1 :HAT IS A SERVICE;
In economics and mareting# service is the non+material equivalent of a good. It is
claimed to be a process that creates benefits by facilitating a change in customers# a
change in their physical possessions# or a change in their intangible assets. Service
provision has been defined as an economic activity that does not result in ownership# and
this is what differentiates it from providing physical goods.
Service has certain characteristics which differentiates it from products or goods. The
features or characteristics of services are as follows:
I&!#&%i,i/i!8 - Services are intangible in nature and this is the basic feature or
characteristic of a service that differentiates it from the products or physical goods. 3or
e"ample# a student renders educational services cannot see or feel the nowledge
provided by the instructor or the teacher.
Si*(/!#&ei!8 - Services are simultaneously produced and consumed. The production
of the service and the consumption of the service tae place at the same time. )ence the
services have a characteristic of simultaneity.
Peris$#,i/i!8 - Services are also perishable in nature which means that if not sold
then cannot be regained. )ence services cannot be stored. In case of an airplane seats not
taen up would remain empty during the entire flight. The service capacity of this flight
has perished and cannot be recouped. Services cannot be returned or resold.
%age & 4
I&se#r#,i/i!8 - The services cannot be separated from the people providing the
services. The service can never be separated from the service provider. )ence services
also have the characteristics of inseparability.
)ence these are the characteristics of services. There are many types of services
available. The services can be classified on a particular appropriate basis. $et us try to
classify the service on the basis of industry and target effects.
He!er)%e&ei!8 - Services are heterogeneous because a service is modified for each
client or each situation. The service delivered can never be the same if delivered again.
)ence mass production of services is difficult. 5oth inputs and outputs to the processes
involved providing services are highly variable# as are the relationships between these
processes# maing it difficult to maintain consistent quality.
L#,)(r i&!e&si"e - Services are labour intensive. Services usually involve
considerable human activity# rather than a precisely determined process. )uman resource
management is important. The human factor is often the ey success factor in service
industries.
CLASSIest (irlines# Syline I=%? and 0odi$uft discontinued flight operations but the
entry of several low+cost airlines in India# such as (ir Beccan# SpiceGet# IndiNo
9Interglobe =nterprise: and others lie Kingfisher (irlines continue to give competition in
its maret# forcing Indian to cut down air+fares. )owever# as of '..2# Indian (irlines was
still a profit maing airline.
Indian (irlines $imited is wholly owned by the Novernment of India through a holding
company and has 87#*.. employees as of 0arch '..4 Its annual turn+over# together with
that of its subsidiary (lliance (ir# is well over As./... crores 9around MSP 8 billion:.
Together with its subsidiary# (lliance (ir# Indian (irlines carries a total of over 4.1
million passengers annually.
In Becember '..4# (ir India was invited to join the Star (lliance. Since Indian (irlines is
in the midst of merging with (ir India# it too will effectively be a member.
%age & *2
'.2.2 INDIGO
INTROD4CTION
I&diG) is a private domestic low+cost airline based in Nurgaon# )aryana# India. It
operates domestic services lining '. destinations. Its main base is Belhihile Turbo %rops enjoy substantially lower sales ta" concessions# Aegional
Gets which are also deployed on the same routes are charged higher sales ta" for their fuel
needs. This is not helpful for the promotion and good health of India!s Aegional ?arriers.
Sales Ta" K L(T are payable on all supplies meant for international voyages irrespective
of the jurisdiction of its consumption. There is a need for e"tending the same benefit to
the airlines J as in the case of e"porters where they are e"empt from payment of any
="cise Buty K Sales Ta" on their inputs J on all its procurements dedicated for its
international operations.
Ce&"#! Credi! )& AT<
Ion+allowance of credit to the airlines on (T3 is against the fundamental principle of the
?=IL(T provisions J resulting in the cascading effect of ta"es.
%age & /4
Hed%i&% )A A"i#!i)& T(r,i&e hen there is a problem the service provider 9employeesKstaff: responds quicly to
solve it.
8. Strongly agree '. (gree *. Sometimes /. Bisagree 1. Strongly disagree
%age & 8.8
88. If a response is promised in certain time# it does happen by the promised time.
8. Strongly agree '. (gree *. Sometimes /. Bisagree 1.Strongly disagree
8'. Zou feel safe about your travel by performance of cabin crew safety drill.
8. Strongly agree '. (gree *. Sometimes /. Bisagree 1.Strongly disagree
8*. Zou get individual attention by the cabin crew.
8. Strongly agree '. (gree *. Sometimes /. Bisagree 1.Strongly disagree
8/. The airline has flight timings convenient to you.
8. Strongly agree '. (gree *. Sometimes /. Bisagree 1.Strongly disagree
81. Service provider maintains long term relations with the customers.
8. Strongly agree '. (gree *. Sometimes /. Bisagree 1.Strongly disagree
82. If Kingfisher reduces its rates as compared to rest of the players then are you ready to
switchover from your preferred airlines to Kingfisher airlines. 9Iot applicable for
Kingfisher airlines customers:
8. Zes '. %robably Zes *. 0ay be /. %robably Io 1. Io
N#*e: [[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[
A%e %r)
.+86yrs 86+*.yrs *8+/1yrs /1+2.yrs 2. Y above
Ge&der: 0ale 3emale
Occ(#!i)&:
5usiness %rivate Service Novt. Service Student ,thers[[[[[[[[
A&&(#/ I&c)*e Di& Rs.E:
\' lah '+1 lahs 1+8. lahs 8. lahs Y above
%age & 8.'
%age & 8.*
%age & 8./
%age & 8.1
doc_270511464.doc