Service quality on passenger satisfaction and loyalty: A case of Singapore airline industry

Running Head: MANAGEMENT
Service quality on passenger satisfaction and loyalty: A case
of Singapore airline industry

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Abstract
Aim of research is to address impact of service quality (SQ) on passenger satisfaction and loyalty
in context of Singapore airline (SIA) industry. There are different chapters that contains
introduction, LR (literature review), RM (research methodology), findings and discussion,
conclusion with recommendations. Introduction part considers background of investigation, aim,
and significance of investigation. Moreover, fundamental issue of investigation about these
issues is to focus on the weakness and strengths of SIA.
This research is highly focusing on statistics according to customer feedback with regards to SQ
regarding SIA. Literature review part emphasizes on status quo of service quality of SIA. It also
focuses on the attractiveness with respect to Singapore Airlines through pooling high-quality
feedback via customers who often exercises SIA. It also considers an obstacle that contributes in
the degradation of SQ in Singapore airline. It also identifies the factors contributing to the
advancement of SQ with respect to SIA. It also examines what airline sector should perform to
differentiate as well as, enhance its service as well as, satisfy the consumers.
Research methodology illustrates mixed research design is used for addressing the research
concern. Furthermore, a survey through questionnaire is conducted to get an opinion regarding
issues. Moreover, primary and secondary data gathering technique is used in order to gather the
information regarding investigation issues. The convenience sampling technique could be chosen
by investigator because it is cheap as well as, more appropriate for this investigation. MS-excel
software program is used for developing graph and tables concurrently. It is also identified that
SQ has an impact on passenger satisfaction as well as, loyalty about SIA. The conclusion is
summarizing findings of research study.

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Table of Contents
Abstract .................................................................................................................................. 2
Chapter 1: Introduction .................................................................................................... 4
Research title: ................................................................................................................... 4
Research background ..................................................................................................... 4
Significance of the research .......................................................................................... 4
Scope/delimitation of the research.............................................................................. 5
Problem statement and objectives .............................................................................. 5
Research questions .......................................................................................................... 6
Research objectives ......................................................................................................... 6
Structure of the report ................................................................................................... 7
Limitation .......................................................................................................................... 9
Chapter 2: Literature review ..........................................................................................10
Introduction .....................................................................................................................10
Strategies to enhance its service and satisfy the customer. ................................16
Summary ...........................................................................................................................17
Chapter 3: Research methodology ................................................................................18
Research design and strategy ......................................................................................18
Research Strategy.........................................................................................................19
Data requirements ..........................................................................................................20
Data collection method ..................................................................................................20
Pilot test of the survey ...................................................................................................21
Sampling Method ...........................................................................................................21
Data analysis ....................................................................................................................22
Ethical consideration .....................................................................................................22
Chapter 4: Findings and discussion ..............................................................................23
Demographic-based questions ....................................................................................23
Objectives based questions ..........................................................................................29
Chapter 5: Conclusion and Managerial implication ................................................73
Chapter 6: Limitation and future research ................................................................75
Recommendations for future research .....................................................................75
References .............................................................................................................................77
Appendices........................................................................................................................87
Appendix 1: Survey through questionnaire ............................................................87
Appendix 2: Changes made from Pilot to the final questionnaire ...................93
Appendix 3: Final Questionnaire ...............................................................................94
Appendix 4: Results ..................................................................................................... 101

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Chapter 1: Introduction
Research title:
Service quality on passenger satisfaction and loyalty with respect to Singapore airline industry
Research background
In current times, airline industry is considered through wider guidelines that restrict the room of
airline for guiding as well as, accessing international environments compared with other sectors
that have paved strategies to change among international players. It can prevent Singapore
airlines through becoming truly international firms by hindering cross-border M&A (merger and
acquisition) practices. Superior passenger satisfaction could be higher resources in context of
Singapore airline business in the current competitive atmosphere (Farooq, et. al., 2018).
In addition, on-board experience would still something special about consumers when a
passenger is not gratified with SQ. Consequently, a consumer would focus on purchasing
decision regarding further flights as well as, would possible switches for another airline. The
investigation associated with SQ and customer satisfaction within Singapore airline increasing in
interest due to high SQ delivery (Etemad-Sajadi and Bohrer, 2019). It is significant for airline
competitiveness and survival. There is a different investigation that has addressed the impact of
airline SQ on passenger satisfaction. It is performed in other airlines (Leong, et. al., 2015). None
of such investigation has been performed in the Singapore airline industry that is high motivation
for research.
Significance of the research
Empirical significance
Although this investigation emphasizes on airline sector it would create benefits for all areas of
the airline sector like people attraction, travel agent, economy, as well as, business class. Since, it

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analyzed significance of SQ in context of customer loyalty. This data would be advantageous for
management in related firms in terms of comprehending the expectations and perception of SQ.
It also aids to comprehend roles of SQ that play an effective role in consumer satisfaction as well
as, loyalty (Sezgen, Mason, and Mayer, 2019).
Theoretical significance -
From the initial literature review, an investigation was done on role of SQ and customer loyalty
in airline sector. This investigation was closely associated with this research, although there are
gaps in industry as well as, geographical. The given methodology could be applied in further
research in a significant manner (Lin, 2015).
Scope/delimitation of the research
Demographic scope
This investigation is delimited to economy class people in Singapore from 19-40 years old.
Geographic scope
The purpose of this investigation is to identify significance of SQ in Singapore airlines that can
impact on loyalty of customers. The interview would be conducted via online by sending emails
as well as, an invitation via Instagram in terms of respective respondents (Messner, 2016).
Temporal scope
An investigation would be conducted between October and November 2019.
Problem statement and objectives
Problem statement
- To evaluate the SQ on passenger satisfaction and loyalty with reference to Singapore
airline industry
Aim

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The fundamental cause of investigating such concern is to look for weaknesses as well as,
strengths of Singapore Airlines. These investigations would be contributed in enhancing the
standard about SQ of Singapore Airlines. It would capture and assess action of weaknesses as
well as, sustaining the strengths. This investigation would be highly dealt with statistics as per
the feedback of consumers with respect to SQ about Singapore airline (Hapsari, Clemes, and
Dean, 2017).
In addition, feedback entails the overall perception of the experience of consumers at the time of
flight from different airlines. During the project, it is prospected for increasing the variety of data
through actual customers. It is contributing in enhancing the service quality of Singapore
Airlines. Moreover, it would create Singapore airline more competitive in the Airline sector
through pooling the customer feedbacks on other global airlines (Kasiri, et. al., 2017).
Research questions
● what is the status quo of SQ regarding Singapore airline?
● what is competitiveness about Singapore Airlines (SIA) through collecting better-quality
feedback through customers who often utilize SIA?
● what are obstacles that would contribute to debasement of the SQ of Singapore Airlines?
● which factors can contribute in enhancement of SQ of Singapore Airlines?
● what must airline industry perform for distinguishing and enhancing its service as well as,
consumer satisfaction?
Research objectives
● To address status quo of SQ regarding SIA.
● To analyze competitiveness of SIA via collecting high-quality feedback through customers
who often utilize SIA.

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● To discover and analyze obstacles that would add in debasement of SQ about Singapore
Airlines.
● To identify and analyze factors that can contribute in enhancement of SQ of Singapore
Airlines.
● To evaluate and assess what must airline industry to perform distinguishes as well as, enhances
its service as well as, consumer satisfaction.
Structure of the report
In order to accomplish the research, the given below structure would be applied:
1.5.1. Introduction
It is a primary chapter of research that entails research topic, aim and objectives of investigation,
background data, questions and significance of investigation in terms of creating understanding
along with a healthy base related to investigation issues. This chapter provides depth knowledge
about research limitation that a researcher deals with in terms of achieving the research concerns.
The information of this chapter will be advantageous for the researcher in terms of evaluating the
investigation in an effective manner (Thai, 2016).
1.5.2. Literature Review
This is second chapter of this research study that would be associated with reviewing the
literature as well as, it could be performed in terms of determining the research concern and
implementing several concepts. Throughout this investigation, a researcher will be able to entail
the evaluation of existing knowledge of the research topic and evaluating to what degree, it
would access till date (Murali, Pugazhendhi, and Muralidharan, 2016).
In such concern, articles and journals are reviewed that are supportive for developing theoretical
understanding with respect to research issues. It is advantageous for a researcher for identifying

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the gap in understanding and developing base with respect to executing primary investigation
tools (Rajaguru, 2016).
1.5.3. Research Methodology
In this part, a researcher has executed different tools, strategies, and approaches for achieving
research in an ethical way. In the context of this research, research design, research approaches,
purposes, sampling, data gathering tool and data analysis tools are justified together with,
described in terms of ensuring reliability and validity of outcomes. In this case, research
techniques are acceptable as per research questions that are effective with respect to attainment
of reliable outcomes (Gil-Saura, Berenguer-Contri, and Ruiz-Molina, 2018).
1.5.4. Data Analysis and Findings
In context of this investigation, this chapter is beneficial for conducting feasible evaluation about
pooled data. This chapter facilitates an effective channel to the researcher in the context of
categorizing the pooled data and evaluating them with respect to each objective (Lee, et. al.,
2018). In such way, it could be significant for researcher to evaluate as well as, arrange data
rationally via appropriate data analysis tools. By using this, an investigator makes able for
depicting the information in a methodological manner in terms of developing valid outcomes
(Parahoo, Lea Harvey, and Ayyagari, 2018).
1.5.5. Conclusion and Recommendation
It is last chapter of investigation that creates able to researcher in terms of concluding overall
investigate on according to findings. This chapter has created the link between RO (research
objectives) and finding in order to resolve RQ (research questions). It also provides
recommendation related to strategies in terms of assessing SQ on satisfaction and loyalty of
passenger with respect to Singapore Airline. This chapter will be beneficial to examine the