Impact of Service Quality on Airline Customer Satisfaction

This assignment delves into the crucial relationship between service quality and customer satisfaction within the airline industry. It examines various studies and research papers that investigate how different aspects of service quality, such as reliability, responsiveness, assurance, empathy, and tangibles, influence customer perceptions and satisfaction levels. The assignment aims to provide a comprehensive understanding of this connection and its implications for airlines seeking to enhance customer loyalty and success.

Research Proposal

TABLE OF CONTENTS
Overview of the study............................................................................................................3
Research aim and objectives..................................................................................................3
Research questions.................................................................................................................3
Rationale of the study.............................................................................................................4
Significance of the study........................................................................................................4
Literature review....................................................................................................................4
Research methodology...........................................................................................................5
Research limitations...............................................................................................................6
Timeline.................................................................................................................................7
REFERENCES...........................................................................................................................9

Topic: To investigate factors that impact customer satisfaction level in the context of travel
and tourism sector: A study on Turkish Airlines
Overview of the study
In the recent times, there are several firms which involved in offering airline services
to the customers at low prices. Now, it is filled up with high competition level which in turn
closely influences performance of firm in monetary terms. Hence, in such situation business
unit needs to make focus on building and enhancing the level of customer satisfaction.
Moreover, dissatisfied customers may result into loss of profitability and thereby overall
growth (Tanomsin and Chen, 2018). The present study is based on Turkish Airlines which
offers air services to the customers and provides customers with unique travel experience. By
doing assessment, it has identified that business unit is facing issue pertaining to lower level
of customer satisfaction. In this, research proposal will shed light on the factors that impact
satisfaction level of customers through literature. Further, it also presents methods which will
be used for identifying causes associated with negative customer satisfaction. Along with
this, it also highlights time frame within which study will be completed.
Research aim and objectives
The aim behind initiating current study is to assess the factors which influence
satisfaction level of Turkish Airline’s customers.
Objectives: On the basis of above aim following objectives have been drafted which
in turn helps in resolving issue more effectually.
 To understand term pertaining to customer satisfaction.
 To identify positive and negative factors that impact satisfaction level of customers
with regards to Turkish Airlines.
 To assess challenges that associated with the aspect of customer satisfaction.
 To recommend ways to Turkish Airlines in relation to enhancing the level of
customer satisfaction.
Research questions
In the field of research, scholar is required to develop suitable questions by taking into
consideration aim and objectives.

Q.1 Which kind of factors impact customer satisfaction in the context of Turkish Airlines?
Q.2 What challenges are facing by Turkish Airlines in relation to maintaining customer
satisfaction?
Rationale of the study
The rationale behind the selection of current study is to identify factors which impact
customer satisfaction either in positive or negative terms. It is recognized as research issue
because growth and success of firm is highly influenced from the level of customer
satisfaction (Xu, Liu and Gursoy, 2018). Moreover, in the competitive business arena, firm
can attain success only when it has motivated customer base (Park, 2019). Through
developing motivated customer base business unit can improve loyalty and thereby gain
competitive edge over others. Thus, using thematic analysis scholar will shed light on the
factors that lead customer dissatisfaction.
Significance of the study
The present study and its outcome are highly significant which in turn helps Turkish
Airlines in identifying factors which negatively impact customer satisfaction. Hence, this
study will help firms operating in airlines sector including Turkish Airlines in developing
competent strategies for improving and enhancing the level of customer satisfaction. In
addition to this, such study will also assist other scholars who want to conduct study on
similar kind of topic. This in turn helps other scholars in developing suitable hypothesis for
the upcoming time period.
Literature review
In order to attain research aim and objectives from theoretical perspective books,
journals & scholarly articles pertaining to customer satisfaction have been evaluated.
According to the views of Jiang and Zhang (2016), customer satisfaction is when
company offers quality services and exceed their expectation level. In other words, customer
satisfaction presents or indicates level to which they are happy by experiencing services
provided by the firm. Hussain, Al Nasser and Hussain (2015) presented in their study that
customer satisfaction implies for one’s feeling in relation to pleasure or disappointment with
regards to product or service performance in against to the expectation level. Hapsari, Clemes
and Dean (2016) assessed in their study that customer satisfaction is the key which in turn
helps firm in standing out from competition level. Moreover, in the competitive business

arena, organization can attain success only when it has built and maintained satisfied
customer base. The reason behind this, satisfied customer base prefer to experience the
product or services of such business unit again and recommend to others as well. In this way,
satisfied customer base positively contribute in the sales as well as profitability of firm.
Hussain (2016) found in their study that arrangement done by airline firm pertaining
to safety is one of the main factors which in turn closely impact satisfaction level of
customers. In the recent times, with the rise in technological advancements companies
operating in airlines sector lay more focus on safety aspect. In the context of airline service
sector, people expect safer kind of services which in turn ensures no room for risk, injury or
danger. On the other side, Saleem, Zahra and Yaseen (2017) presented that lack of proper
safety arrangements create feeling of worry, uncertainty and inconvenience among the
customers. Thus, lack of proper arrangement is recognized as one of the main factors which
in turn place direct influence on customer satisfaction level negatively. Koklic, Kukar-Kinney
and Vegelj (2017) depicted in their study that attributes associated with service quality of
airlines also have significant influence on customer satisfaction level and thereby
organizational growth as well as success. Now, service selection criteria of customers have
been changed to the significant level as compared to before. Referring this, it can be
presented that customers prefer to experience airlines which give more priority to quality
aspects. Thus, customer’s expectation in terms of quality has significant impact on their
satisfaction level.
Hapsari, Clemes and Dean (2017) depicted in their study that customer satisfaction is
affected negatively when firm fails to meet promised service level. In other words, when
business unit fails to meet customer expectation and deliver services in accordance with
promises then they become dissatisfied. Due to undesirable experience, customers try to find
alternatives available. Leong and et.al., (2015) argued in their study that irrespective of other
factors, customer satisfaction is highly influenced from the readiness of personnel in relation
to offering quick delivery services. Thus, responsiveness is recognized as the main aspect
which in turn influences customer satisfaction either is positive or negative manner.
Moreover, now, customers prefer to choose airlines where waiting time is less and personnel
respond quickly. Hence, failure in relation to comply with such aspect may result into
customer dissatisfaction. Jiang and Zhang (2016) mentioned tangibles as main factor in their
study which has impact on satisfaction level of customers. On the basis of this, physical
facilities, employees, equipment and appearance of workers are the main aspects which

influences the level of customer satisfaction. Xu, Liu and Gursoy (2018) criticized and said
that assurance and empathy aspect is highly associated with satisfaction level of customers.
Moreover, in accordance with assurance aspect, customer’s expectation level is exceeded
when employee behave kindly and makes effort in relation to delivering confidence & trust.
Hence, in the context of customers, kindness and customized attention is highly required for
making their experience good.
Research methodology
Research type: Qualitative and quantitative are the main two types which research
undertake for investigating concerned issue. In the context of current research, qualitative
research type will be used which in turn helps in attaining aim. On the basis of such type, by
placing emphasis on qualitative aspects related to customer satisfaction objectives will be
fulfilled.
Research approach: In research, approaches can be distinguished into two types such
inductive and deductive. Hence, in order to assess factors which impact customer satisfaction
inductive approach will be considered. The rationale behind the selection of such approach is
that it highly suits to the qualitative investigation type and helps in developing new
theoretical framework.
Research philosophy: Out of two research philosophies such as interpretivism and
positivism researcher is required to choose one for accomplishing study in an effectual way.
For evaluating and attaining aim & objectives scholar will employ interpretivism philosophy.
Hence, by interpreting qualitative facts related to customer satisfaction research aim and
objectives will be attained.
Data collection: Specially, there are mainly two sources such as primary and
secondary which researcher can use for the purpose of data collection. Survey, observation,
focus group etc are the main sources which researcher can use to gather primary data. On the
other side, secondary data sources include books, journals and scholarly articles. With
regards to the current study, data will be gathered from both the sources primary and
secondary. Hence, survey will be conducted on 30 customers of Turkish Airlines via
questionnaire with the motive to gather primary data.

Sampling: For sample selection scholar will use simple random sampling technique
which in turn part of probabilistic technique. Hence, using such technique 30 customers of
Turkish Airlines will be selected by the researcher.
Data analysis: Technique of data analysis is influenced from the type of study
conducted. Hence, in this, referring qualitative investigation types, thematic perception test
technique will be applied by the researcher. Hence, several themes and graphs will be
developed by the scholar referring questionnaire.
Ethical consideration: For complying with ethical aspects, prior consent will be taken
by the researcher from respondents through the means of related form. In addition to this,
references will be added in the file for giving credit to the related author.
Reliability and validity: In order to ensure reliability authentic sources, protected
through copyright, will be considered. Further, articles that were published after 2013 will be
used for maintaining validity. Along with this, with the motive to present fair and reliable
view of study articles related to research topic will be considered.
Research limitations
Time, cost and unavailability of resources are the main limitations which in turn
associated with present study. Usually, quantitative investigation presents better results as it
includes SPSS analysis. However, due to the availability of limited time frame thematic
analysis will be conducted by the researcher rather than quantitative. Nevertheless, as per the
research issue qualitative research helps in evaluating motives and opinions effectually. Apart
from this, due to the limited time frame investigation will be conducted on only 30 personnel
of Turkish airlines. It is considered as limitation because when study is conducted on large
sample then it presents better view of study. However, to avoid such limitation probabilistic
sampling technique is used which in turn avoids biasness to a great extent. Further, there are
several sources which in turn not easily accessible. Thus, using keywords related to customer
satisfaction related articles have been selected.
Timeline
For accomplishing study within the suitable time period following timeline has been
prepared. Referring this, researcher can monitor performance and complete study within the
suitable time period.
Activities / 1 2 3 4 5 6 7 8 9 10 11 12

weeks
Research topic
selection
Formulating aim
and objectives
Preparing
proposal
Developing
brief thesis by
evaluating
books, journals
and scholarly
articles
Selection of
research
methods and
tools
Developing
questionnaire
Collection of
primary data via
survey
Arranging data
in a structured
way
Analyzing data
set using
thematic
technique
Concluding
findings and
giving
recommendation

Formatting
Taking feedback
Doing
modification as
per the comment
and final
submission

REFERENCES
Books and Journals
Hapsari, R., Clemes, M. and Dean, D., 2016. The mediating role of perceived value on the
relationship between service quality and customer satisfaction: Evidence from
Indonesian airline passengers. Procedia Economics and Finance. 35. pp.388-395.
Hapsari, R., Clemes, M. D. and Dean, D., 2017. The impact of service quality, customer
engagement and selected marketing constructs on airline passenger
loyalty. International Journal of Quality and Service Sciences. 9(1). pp.21-40.
Hussain, R., 2016. The mediating role of customer satisfaction: evidence from the airline
industry. Asia Pacific Journal of Marketing and Logistics. 28(2). pp.234-255.
Hussain, R., Al Nasser, A. and Hussain, Y. K., 2015. Service quality and customer
satisfaction of a UAE-based airline: An empirical investigation. Journal of Air
Transport Management. 42. pp.167-175.
Jiang, H. and Zhang, Y., 2016. An investigation of service quality, customer satisfaction and
loyalty in China's airline market. Journal of air transport management. 57. pp.80-88.
Koklic, M. K., Kukar-Kinney, M. and Vegelj, S., 2017. An investigation of customer
satisfaction with low-cost and full-service airline companies. Journal of Business
Research. 80. pp.188-196.
Leong, L.Y. and et.al., 2015. An SEM–artificial-neural-network analysis of the relationships
between SERVPERF, customer satisfaction and loyalty among low-cost and full-service
airline. Expert Systems with Applications. 42(19). pp.6620-6634.
Park, E., 2019. The role of satisfaction on customer reuse to airline services: An application
of Big Data approaches. Journal of Retailing and Consumer Services. 47. pp.370-374.
Saleem, M. A., Zahra, S. and Yaseen, A., 2017. Impact of service quality and trust on
repurchase intentions–the case of Pakistan airline industry. Asia Pacific Journal of
Marketing and Logistics. 29(5). pp.1136-1159.