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Air Care Gap Analysis Qualitative Research Essay


Abstract

Every airline company has its own unique operation and long term strategies. Just like in other industries such as the agricultural, banking and manufacturing sectors, airline industries across the globe have different goals.

They get cargo ships, tourists’ small jets, military air crafts and private chattered crafts. Although all of them fall in the same industry, one of the airplanes facing stiff competition is the passengers’ plane.

These airlines need a lot financial capital to successfully run while at the same time, the industry is flooded by many players.

Additionally, these commercial jets work with multicultural customers, who have different beliefs and understanding. As a result, the industry is faced with a big challenge of ensuring that all their customers’ needs are met. If a company fails to achieve this, it might risk its survival in the market.

In this paper, a sample study is taken from Air Care and their ability to create satisfaction to their customers. The study is, however, focused on the customer’s perspective and satisfaction levels over services being achieved by the industry (Fattah 2011).

Introduction

With ever increasing day to day competition among industries, there has been a big realization for managers to closely monitor their operating environment through monetary, technical and customer levels of efficiency. Quality provision is vital for any industry to grow.

This paper has an objective of investigating the extent of customers’ satisfaction among Air Care. To carry out the research, 10 customers were randomly sampled among those who normally use the services of Air Care.

The customers were taken through survey questioners based on SERVQUAL model. The questionnaires consisted of 22 questions, which measured all levels of experience and expectations in the industry (Shaw 2004).

Literature Review

Due to intangible nature of service, defining service quality and satisfaction has become very hard to achieve. Service quality researches are taken by the most accepted SERVQUAL model (Fattah 2011).

Since the development of this tool, researchers from all over the world have applied the twenty two item scale in studying service quality across various sectors of industries.

This paper is based on the relationship between the service providers and their customers in wide scope over creation of satisfaction in the sector.

To develop this system, quality measurement indicators need to be identified after which a system can be developed to enable the functionality of the indicators. Among those indicators are the feedbacks from the customers over empathy, assurance, reliability, responsiveness, and tangibles.

Airline industries as service providers with one to one interaction with the customers need to develop tight strategic measures that will enable them to retain as well as attract more customers.

Since the quality of service sends more long-term impact to the customers, other tangible products and players in the service industry should ensure they have good strategies to handle their customers.

To achieve these, airline industries need to develop a unique recruitment and screening system to ensure that their customers are satisfied with the services provided. Additionally, they should have seasoned training programs to cope with the ever changing airline field.

This also makes the companies use research guided training programs and constant adjustments to achieve maximum output. Customer and employee relationship is viewed both as a marketing strategy by the players in the industry and as an output quality strategy (Czincota 2009).

Methodology

This study was carried out with a sample of 10 subjects randomly sampled from most frequent Air Care customers in the neighbourhood. The Respondents were contacted and briefed over the research. They were informed about their rights, responsibilities and ethical considerations.

The 22 item questionnaire based on the most recommended SERVQUAL model was used(Kotler 2002).

The questionnaire administered followed two distinct grouping. First section was based on the expectations of Air Care customers’ expectations (E); the next part checked the Experience level of customers (Ep). Likert scale was then developed based on the 22 items.

The scale was found to be the best as it limits the answers to a measurable level that is also easy to compute. Before the questionnaires could be administered, the participants were first taught on how to handle their questions such as marking and selection of answered (Fattah 2011).

All the given questionnaires were returned answered appropriately. The responses of all 10 respondents were recorded. The following score scale was used;

  • Strongly Agree =5
  • Agree =4
  • Fairly agree =3
  • Disagree =2
  • Strongly Disagree =1

Survey: below questionnaire has two parts. The first part is ranking Air Care according to the expectation of the sample group. The next one shows their perception

Fig1. Questionnaire

Statement Score
  1. Excellent airlines to have modern equipments
  1. Perfect airlines have appealing environment.
  1. Employees in good airlines must be neat
  1. Appealing documents are expected to be present in perfect airlines
  1. Airlines have efficient processes
  1. Airlines are customer focused and provide full attentions to its customers
  1. There is efficiency in timing of processes
  1. They adhere to time and promises
  1. Their records are error free
  1. Employees are always willing to help customers
  1. Employees communicate effectively with customers
  1. Employees are ready to provide the customers with aid
  1. The responses of employees are very quick to customers
  1. Employees are self confident
  1. Customers’ safety is assured
  1. Employees are very cautious
  1. Employees are knowledgeable to customers problems
  1. Airlines provide individual attention
  1. Convenient operating hours
  1. Employees offering personal services
  1. Airlines put their customers in the first place
  1. Employees understand their customers

Survey: Air Care perception.

Fig 3 Questionnaire

Statement Score
  1. Airlines have excellent modern equipment
  1. There is an appealing environment.
  1. The employees are neat
  1. Appealing documents
  1. The processes are efficient
  1. Airlines are customer focused and treat their customers properly
  1. There is efficiency in timing of processes
  1. They adhere to time and promises
  1. Their records are error free
  1. Employees are always willing to help customers
  1. Employees communicate effectively with customers
  1. Employees are ever there for customers aid
  1. Employees are ready to provide the customers with aid
  1. Employees are confident
  1. Customers’ safety is assured
  1. Employees are very cautious
  1. Employees are knowledgeable to customers problems
  1. Airlines provide individual attention
  1. Convenient operating hours
  1. Employees offering personal services
  1. Airlines put their customers in the first place
  1. Employees understand their customers

The sample size distribution was described by the distribution table. Mean standard deviations were then computed and T-test was carried out in order to test significant differences of the sample means.

All the tools were applied to ensure that the answers were as accurate as possible and could provide an easy analysis.

Findings and Discussion

Figure 1: Demographic profile of the respondents

Age Male Female Total
12-22 2 1 3
23-33 1 2 3
34-44 1 1 2
44-54 1 1
64- 1 1
Total 5 5 10

Service Gap Analysis

Service gap based on the experience and expectations of the customers was then analysed as per the 22 item questionnaires. During the computerization, the data were entered according to three distinct occupational groups.

Those who worked in the public sector were recorded as (public), those who worked in private sector were recorded as (private) and those who were unemployed were (none).

The categorization was found to be easier to execute, simple to communicate out as compared to when the age was used. In addition, most customers were found to be employed either as professionals or simply seeking employment or trade opportunities (Haridasini 2011).

Discussion

From the result of the three major groups i.e. the public, private and none, all had a lot of expectations about tangibles, as shown in Appendix A. The reliability, however, has never met the expectations. Consequently, the level of assurances and responsiveness was very high.

Most customers perceived very little empathy averagely. Most customers believe that employees do not pay too much attention to their customers. As a result, there was a strong disagreement on compassionate nature of the employees towards their customers.

The airline industry as a service provider with one to one customers’ interaction needs to develop tight strategic measures that will enable them to retain as well as attract more customers. Sense of appeal was strongly noted to be lacking in the Air Care (Haridasini 2011).

Most of the products relayed lacked tastes of appeal from the offices to the cabins. Employees also failed to provide a quick response to their customers. Based on the research, the following differencing plane was computed.

A differencing plane graph

A differencing plane graph

From the results obtained, it is evident that most customers are not yet satisfied with the Air Care services. Customers lack the expected empathy. Employees’ response to customers is slow. As a result, some customers feel neglected.

Customers expect good customer care service with quick responses. However, most services in Air Care still undergo a lot of bureaucratic procedures. The company has not created a strong assurance platform that promises customers that future services will correspond to their expectation.

Managers need to put more emphases to create surety to their customers. Responsiveness and reliability are catered for in the Air Care; however, a lot is still required from the management team of the company in order to maximize their output (Czincota 2009).

Conclusion

Despite the fact that airways strive to meet their customers demand in the Air Care, several weakness have been detected.

Most customers do expect a lot from the airports ranging from environmental appealing, comfort, service efficiencies and customer-employee relationship, however these have never been achieved by the companies.

Hence, the companies have not satisfied most of their clients’ needs and they need to make major improvement to better world competition levels. Air Care can use this information to come up with strategies of ensuring that all its customers are satisfied.

Apart from this, the research provides a lot of information on what changes are expected to occur in the international marketing field.

Customer views and levels of satisfactions change depending on seasons and places, utilizing the system will enable the organization to have better chance of attracting and retaining more customers.

Currently, Air Care is seen to operate below their level due to little focus on customers’ needs. It is believed that redrafting their goals towards meeting customers’ satisfaction will enhance a lot of improvement in the industry.

References

Czincota, M 2009, Emerging Trends, Threats and Opportunities in International Marketing, Business Expert Press, New York

Fattah, A 2011, Smart airports: transforming passenger experience to thrive in the new economy, Cisco internet business solution group: New York.

Haridasini, A 2011, ]The sky portal: Business traveler, Rutledge: London

Kotler, P 2002, Marketing Management, Prentice Hall of India Private Ltd: New Delhi.

Shaw, S 2004, Airline marketing and management, Ashgate: Aldershot, England

This Qualitative Research Essay on Air Care Gap Analysis was written and submitted by user Blake Velasquez to help you with your own studies. You are free to use it for research and reference purposes in order to write your own paper; however, you must cite it accordingly.

Blake Velasquez studied at the University of Cincinnati, USA, with average GPA 3.75 out of 4.0.

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Velasquez, B. (2020, January 23). Air Care Gap Analysis [Blog post]. Retrieved from https://ivypanda.com/essays/air-care-gap-analysis/

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Velasquez, Blake. "Air Care Gap Analysis." IvyPanda, 23 Jan. 2020, ivypanda.com/essays/air-care-gap-analysis/.

1. Blake Velasquez. "Air Care Gap Analysis." IvyPanda (blog), January 23, 2020. https://ivypanda.com/essays/air-care-gap-analysis/.


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Velasquez, Blake. "Air Care Gap Analysis." IvyPanda (blog), January 23, 2020. https://ivypanda.com/essays/air-care-gap-analysis/.

References

Velasquez, Blake. 2020. "Air Care Gap Analysis." IvyPanda (blog), January 23, 2020. https://ivypanda.com/essays/air-care-gap-analysis/.

References

Velasquez, B. (2020) 'Air Care Gap Analysis'. IvyPanda, 23 January.

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