The Impact of Training on Customer Satisfaction in Airlines

This research paper, titled "The Impact of Training Ground Staff on Customer Satisfaction: A Case of the Airline Industry," investigates the relationship between employee training and customer satisfaction within the airline sector. The study, based on a primary quantitative research approach, e...Read More

Running head: RESEARCH PAPER
Title: The Impact of Training Ground staff on Customer satisfaction: A case of the
Airline Industry
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Executive Summary
Employee training refers to the training initiative which is generally undertaken by an enterprise
in order to train the different employees who are present. The short term goals of training the
employees can be mentioned to be the fact that the different employees feel motivated to
perform better and increase the productivity of the enterprise and the long term objective of the
initiative can be mentioned to be the fact that the customer satisfaction of the firm can increase
to a great extent. The main aim of the study is to find the impact of training on the customer
satisfaction. The study follows a systematic format whereby the Introduction set down the
objectives of the study which is then followed by the Literature review and the Research
methodology. The primary quantitative method of research has been adopted. The fourth
chapter presented the statistical representation of the results and it was found that the alternate
hypothesis was accepted and it was found that the Training of the employees has a very strong
impact on the Customer Satisfaction.

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Table of Contents
List of Figures.............................................................................................................................. 5
Chapter 1: Introduction................................................................................................................ 6
1.0 Introduction....................................................................................................................... 6
1.1 Background of the study........................................................................................................6
1.2 Research problem.................................................................................................................6
1.3 Research objectives.............................................................................................................. 7
1.4 Research Questions.............................................................................................................. 7
1.5 Research Hypothesis............................................................................................................. 7
1.6 Dissertation structure............................................................................................................. 8
1.7 Summary............................................................................................................................... 9
Chapter 2: Literature Review.....................................................................................................10
2.1 Introduction.......................................................................................................................... 10
2.2 Customer satisfaction.......................................................................................................... 10
2.3 Staff training......................................................................................................................... 13
2.4 Impact of staff training on consumer satisfaction.................................................................15
2.5 Factors affecting Training needs for consumer satisfaction.................................................16
2.5.1 Training tangibles..........................................................................................................16
2.5.2 Training reliability.......................................................................................................... 17
2.5.3 Training responsiveness...............................................................................................17
2.5.4 Training assurance........................................................................................................17
2.5.5 Training empathy...........................................................................................................17
2.6 Conceptual framework.........................................................................................................18
2.7 Literature Gap...................................................................................................................... 19
2.8 Summary............................................................................................................................. 19
Chapter 3: Research Methodology............................................................................................20

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3.1 Introduction.......................................................................................................................... 20
3.2 Research Philosophy...........................................................................................................20
3.3 Research Approach............................................................................................................. 20
3.4 Research Design................................................................................................................. 21
3.5 Data collection and analysis................................................................................................21
3.6 Sampling technique............................................................................................................. 22
3.7 Reliability and Validity..........................................................................................................22
3.8 Ethical consideration............................................................................................................22
Chapter 4: Findings, Analysis and Discussion...........................................................................23
4.1 Overview.............................................................................................................................. 23
4.2 Analysis............................................................................................................................... 23
4.2.1 Descriptive statistics......................................................................................................23
4.2.2 Inferential statistics........................................................................................................31
Training Tangibles and Customer satisfaction........................................................................34
Training Reliability and Customer satisfaction........................................................................35
Training responsiveness and customer satisfaction...............................................................36
Training assurance and Customer satisfaction.......................................................................38
Training empathy and Customer Satisfaction.........................................................................39
4.3 Hypothesis testing............................................................................................................... 41
4.4 Discussion........................................................................................................................... 42
4.5 Summary............................................................................................................................. 43
Chapter 5: Conclusion............................................................................................................... 44
5.1 Limitations and Future research...........................................................................................44
References................................................................................................................................ 45
Appendix.................................................................................................................................... 51

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List of Figures
Figure 1: Age group of Participants............................................................................................24
Figure 2: Gender of the participants...........................................................................................25
Figure 3: The educational level of the employees......................................................................26
Figure 4: The work experience of the different employees in the sample population.................27
Figure 5: Domain of work of the participants..............................................................................28
Figure 6: The training procedure implemented..........................................................................29
Figure 7: The income level of the employees in the sample group............................................30

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Chapter 1: Introduction
1.0 Introduction
This report examines the influence of training of ground staff on consumer satisfaction in the
airline and airport business. The examination of the previous literary sources has shown that the
majority of the studies have focused on training and development needs in general. This study
investigates the training impact of ground staff on consumers. There has been significant growth
in the airline and airport industry where the consumers have become dynamic. It implies that
airline companies have to adapt to the change in the business environment. The companies in
the airline industry are facing a huge dilemma where they have to reduce their cost of operation
to remain competitive, and on the other hand, they are trying to add value to the consumers.
1.1 Background of the study
The fierce competition in the industry makes it necessary for the organisations to focus
on the satisfaction and experience of the passengers. Consumer feedback is critical in the
industry as it measures the outcome to improve the performance of the business. The
international airport transportation has mentioned that passengers are increased by 7% every
year and is expected to grow exponentially (Farooq et al. 2018). On the contrary, there has
been a significant decrease in the profit margin when the year on year profit margin shows a
decrease of 2% in the year of 2018 (Sandada and Matibiri 2016). The main reason behind this
is the increase in competition in the airline industry, along with the increase in the cost of the
airlines. Labour, fuel and maintenance costs are significant factors affecting the overall profit
margin of the consumers. In light of the past literary sources, it can be seen that quality of
service in the airline industry has been analysed in various instances (Ali, Dey and Filieri 2015).
Moreover, the importance of online reviews and user-generated content on the internet has
created a pool of content which cannot be controlled by business organisations. It makes it
necessary for organisations to focus on improving the performance of the employees at every
level.
1.2 Research problem
Past literature synthesis shows that the majority of the studies focused on analysing the
impact of training on consumer satisfaction in the airline industry has focused on the cabin crew
and other staffs. The aspect of ground staffs has been mentioned very minutely in some of the

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studies, but the majority has not focused on the impact of training on ground staffs. Ground
staffs have a challenging job role where they various job roles both inside and outside the
airport terminal. The ground staffs are essential for easing out the overall customer journey and
are a vital contributor to the overall journey map. The research has chosen the given topic for
this reason as it provides the opportunity to analyse a critical aspect of the airline industry which
has been neglected in the majority of the past academic studies. The purpose of the research is
to highlight the ways training of ground staffs can improve the quality of service and provide
better satisfaction to the consumers.
1.3 Research objectives
The objectives of the following research are as follows:
 To examine the impact of training of ground staffs on the consumer satisfaction
of airline consumers
 To identify the different elements of training of ground staffs
 To highlight the different aspects of consumer satisfaction in the airline industry
 To recommend suitable approaches to increase the satisfaction level of the
consumers
1.4 Research Questions
The research questions have been formulated based on the objective and scope of the
research. The questions are as illustrated below:
 What are the different elements of ground staff training?
 What are the factors affecting the satisfaction of consumers in the airline
industry?
 How does the training of ground staff affect the satisfaction level of the
consumers?
1.5 Research Hypothesis
H01: There is no noteworthy influence of training tangibles on consumer satisfaction of airline
consumers

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H11: There is a noteworthy influence of training tangibles on consumer satisfaction of airline
consumers
H02: There is no noteworthy influence of training reliability on consumer satisfaction of airline
consumers
H12: There is a noteworthy influence of training reliability on consumer satisfaction of airline
consumers
H03: There is no noteworthy influence of training responsiveness on consumer satisfaction of
airline consumers
H13: There is a noteworthy influence of training responsiveness on consumer satisfaction of
airline consumers
H04: There is no noteworthy influence of training assurance on consumer satisfaction of airline
consumers
H14: There is a noteworthy influence of training assurance on consumer satisfaction of airline
consumers
H05: There is no noteworthy influence of training empathy on consumer satisfaction of airline
consumers
H15: There is a noteworthy influence of training empathy on consumer satisfaction of airline
consumers
1.6 Dissertation structure
The dissertation has been divided into five chapters, and each chapter plays a significant
role in providing a complete understanding of the project. The first chapter is the introduction
chapter which provides an outline of the overall study along with the scope of the research. The
second chapter of the dissertation analyses the past literature to provide a detailed analysis of
arguments provided by different authors. The evaluation of the literary sources helps in
identifying the gap in the literature, which forms the basis of the current study. The third chapter
of the dissertation is the research methodology section which provides a detailed description of
the research design, frameworks and instruments used for gathering information and analysing
it. The fourth chapter of the dissertation describes the findings and analysis gathered through
data collection and analysis where statistical tools and techniques have been used to test the

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hypothesis. The final chapter of the dissertation links the objectives with the findings to provide
a relevant conclusion. It also provides recommendations based on the findings in the research.
1.7 Summary
The first chapter has developed the research problem, which shows that training of
ground staffs and its impact on consumer satisfaction has not been considered in the majority of
the cases. The research aims to examine the different aspect of training and its impact on
consumer satisfaction. Ground staffs have an essential role to play in the organisation and the
next chapter analyses the past literature to develop the conceptual framework and literature
gap.

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Chapter 2: Literature Review
2.1 Introduction
This chapter critically examines the concept of customer satisfaction, staff training, and
the impact of staff training on consumer satisfaction in the airline industry. In light of the past
literary sources, the contentment of the consumers is the primary factor affecting customer
satisfaction and organisation, including airline businesses. The concept of satisfaction is
subjective, which makes it difficult to determine the level of satisfaction of customers (Imran and
Tanveer 2015). Globalisation has increased the competition in the global market and achieving
the highest level of satisfaction is one of the major priorities of the companies in the airline
industry. There airlines industry has been experiencing slower growth rate in the current year,
but in overall, the industry is expected to have positive CAGR, but there has been a significant
increase in competition in the market with the low carrier airlines showing tremendous growth.
Ayeleke et al. (2016) state that an increase in competition in the global market has made it
difficult for organisations to retain their existing consumers which have increased focus on staff
training. Moreover, the change in service culture and needs of the consumers make it
necessary to develop new skills for retaining existing by providing desirable throughout the
journey. Georgiadis and Pitelis (2016) opined that ground staffs are the centre area of failure of
services as a client and dealing with their demands and change in demands have made it
difficult for them to cope.
2.2 Customer satisfaction
Various senses have been used to evaluate satisfaction among the consumers as
consumers have different needs before the service. It is quite different from contentment,
enjoyment, relief, fulfilment and pleasure. As stated by Rahimi and Kozak (2017), quality is one
of the factors used for perceiving services by any consumer but their satisfaction level with the
overall experience determines the satisfaction level of the consumers. According to Spector,
Revolta and Orrell (2016), customer satisfaction can be defined as the outcome when the
expectation of the consumers are matched with the actual service provided. On the other hand,
Beynon et al. (2015) state that customer satisfaction is the judgment of the consumers towards
service quality. Furthermore, Zablah et al. (2016) improved the definition by stating that
satisfaction and dissatisfaction depend on the ability of the brands to meet the need and

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expectation of the consumers. Consistency and reliability is a critical factor in achieving
customer satisfaction within organisations.
On the contrary, Ren et al. (2016) state that there are several ways to evaluate the
satisfaction level of customers and subjective quality measures can be used as a measure of
understanding the influence of staff performance on the satisfaction of the customers. There are
factors such as perception towards fairness, customer emotion, co-workers, family members
and other people influences the perception of the consumers and their satisfaction level.
As stated by Hussain, Al Nasser and Hussain (2015), there are uncontrollable factors
such as personal needs, external service communication, experience and word of mouth which
signifies the expectation of the customers. The perception of the consumer reflects their
pleasure, displeasure, satisfaction or dissatisfaction based on the performance of the employee.
Kaura, Durga Prasad and Sharma (2015) states that analysis of the past literary sources have
shown that perception and expectation of the consumers can be managed by reducing the gap
between the expectation of the travellers and the service provided by the employee. A small
increase in the satisfaction of the consumers guides the loyalty of the consumers significantly.
Ramanathan, Subramanian and Parrott (2017) state that perception and expectation of the
customer play a crucial role in developing formative satisfaction. The business entities are
enjoying the highest level of consumer loyalty resulting in a higher profit margin in comparison
with the competitors. It makes it highly crucial for choosing skilled employees and training them
so that they can achieve the highest level of service with high consistency (Amin 2016).
However, managing talent in the global market is one of the significant challenges faced by
organisations in the modern business environment.
Kumar (2016) stated that consumer develops expectations about brands before they
purchase a product. It shows that the expectations of the consumers can be used to track the
performance of the consumers. Ali (2016) states that disparity between customer perception
and expectation can be used to measure the quality of service. The concept of expectations has
been used in various customer theories. Izogo and Ogba (2015) state that consumer
satisfaction of any product or service can be determined by the performance of the product or
service in relative to the expectation of the consumers. Various studies in the past have
evaluated the relationship consumer loyalty, satisfaction and profitability, so consumer
satisfaction has been considered as the central concept in the marketing literature. Ayeleke et

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al. (2016) performed a meta-analysis to examine more than 517 factors correlating between
consumer satisfaction and other variables.
Consumer satisfaction has shown positive relationship loyalty of the consumers and
helps the companies in attaining sustainability during harsh economic times. For examples,
Southwest Airlines have been considered among the very best airline organisations in terms of
customer satisfaction (Imran and Tanveer 2015). During the period of economic recession, most
of the airlines struggle miserably to attain sustainability, but Southwest airline was able to attain
profit margins due to the highest level of consumer satisfaction. Kasiri et al. (2017) state that the
confirmation and disconfirmation theory supports expectation as the process of anticipation but
in a diverse way.
According to the above theory, there is a constant comparison between the actual
service and the perceived expectation. This comparison results in positive disconfirmation,
negative disconfirmation and confirmation (Nam et al. 2018). Confirmation occurred when a
prior expectation of the consumers matched the perceived quality of service. Positive
disconfirmation results due to exceeding the perceived expectation concerning actual service
(Kim, Vogt and Knutson 2015). On the contrary, negative disconfirmation results when the
actual service does exceeds the expectations. Satisfaction results in the case or positive
disconfirmation and confirmation, whereas dissatisfaction is achieved due to negative
disconfirmation. Bowen and Chen McCain (2015) states that consumer expectation has a direct
impact on the satisfaction level concerning the actual performance.
Another theory defines the satisfaction level of the consumer based on the distributive
justice theory or equity. This theory states that fairness has been perceived when similar level
output is achieved based on the input given. It means that two consumers expect the same level
of service when they are investing the same amount of money. These theories suggest that
each individual has a high level of expectation based on the disconfirmation theory and equity
theory. Kim, Vogt and Knutson (2015) state that the external and internal factors may influence
customer satisfaction. It means that the determination of the level of satisfaction is complicated.
Consumer satisfaction is a dynamic process and changes with the experience developed by the
organisation. The service delivery process reliability depends on the consumer satisfaction
level. Pérez and Del Bosque (2015) states that companies having high consumer retention have
achieved the highest level of customer satisfaction. On the contrary, Georgiadis and Pitelis
(2016) state that consumer satisfaction is not sufficient enough to invoke loyalty among the

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consumers as less than 85% of the consumers switch products even though they are satisfied
to the consumers. Therefore, full consumer satisfaction is essential to understand whether the
consumers are loyal or not and helps in improving business performance.
There are three types of attributes specified by the Kano model that contributes to the
satisfaction of the consumers. The attributes are one dimension, attractive needs and must be.
The third factors suggest that must define the scenario where the consumer expectation does
not meet the actual service quality (Spector, Revolta and Orrell 2016). The other attribute is the
performance needs, and in this scenario, the consumer perceives the quality of service to be
high and achieves the highest quality of service. Attractive is an attribute where an increase in
service quality increases the satisfaction of the consumers, but the decrease in performance
does not lead to a decrease in the satisfaction of the consumers.
2.3 Staff training
Harwood et al. (2018) have defined staff training as the process of improving the skills
and knowledge of the employees for achieving the goals of the organisation. Training has been
classified, development of managers and the operatives. It differs from education as training
facilitates in developing skills and knowledge for achieving a task, whereas education only
improves the general knowledge of the individuals. Belisle, Rowsey and Dixon (2016) state that
business entities have significant challenges in the present scenario and implementing change
is one of the vital factors in it where achieving personal developing by going beyond the
traditional methods are significantly important. Ayeleke et al. (2016) agreed to the previous
author by stating that training is the necessary skill required to perform a task. On the contrary,
() defined training as the systematic and formal modification of behaviour and habit through a
process of learning which is a result of instruction, planned experience and education. Training
helps the employees to improve their performance level and empowers to utilise their natural
abilities efficiently.
According to Streater et al. (2017), there is a secure link between employee training and
business strategy. The author suggested that the business entities focusing on various human
resource strategies and development strategies are more like to invest in the training of the
employees in comparison to the other companies with no business and development strategy.
Innovation and technology can be considered as the most cited elements for supporting
employees through training. Pritchard et al. (2017) state that managers can develop effective
training programs by evaluating the key responsibility areas of staff and gap in the current skill

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with the required skill. Moreover, it is essential to make the employees aware of their key
responsibility areas, and a scheduled session is required to discuss the current responsibilities
and skill gaps and challenges faced by the employees. It helps in identifying the knowledge and
skills required for empowering the employees.
Georgiadis and Pitelis (2016) state that to develop a positive, progressive approach
towards traditional training organisations require a learning design for training, mentoring and
coaching. On the contrary, Embregts, Zijlmans, Gerits and Bosman (2019) argued that the most
effective way of improving the skill set of the employees are quite different from the conventional
training method which increases the complexity of the training methods. Therefore, personal
development and learning are the most effective way of improving the skills and knowledge of
the workforce within any business (Streater et al. 2017). Training and development have to be
developed based on individual needs which deviate from the traditional method of training and
development programs. Moreover, practical training and development programs are necessary
for improving the motivation level of the workforce. Pritchard et al. (2017) found out from studies
that companies having a high level of technology and innovation always use advanced human
resource strategies to empower their employees. Embregts, Zijlmans, Gerits and Bosman
(2019) also supported the above statement by conveying that innovative companies support
continuous training activities in comparison to the on the job training in the traditional strategies.
It implies that the technological competency of any firm determines the effectiveness and
efficiency of the training and development strategies of the organisation.
Guzmán et al. (2017) performed a study to examine the impact of employee training on
corporate performance which shows that there is a significant favourable influence of training
and development on corporate performance. The hypothesis tested that increasing the
competency of the participants increases the overall performance of the organisation. Belisle,
Rowsey and Dixon (2016) also stated that increase in productivity of the employees’ results in
the improvement of the performance of any business entity which is the reason that firms having
superior training programs improves the productivity, profitability, prospects, viability and
revenue. Rahimi and Kozak (2017) also conducted a study to identify that there is a positive
relationship between employee performance and training programs, along with a positive impact
on client satisfaction. Zablah et al. (2016) stated that human resource management has the role
of improving the quality of the workforce which can only be attained by continuous training and
development programs. It implies that human resources have to be aware of the goals and
objectives of the companies at all times for changing the skills of the workforce based on

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modern needs. Embregts, Zijlmans, Gerits and Bosman (2019) states that the nature of
business has been changing significantly and employees have to have the current skills and
knowledge to improve the satisfaction level of the consumers.
2.4 Impact of staff training on consumer satisfaction
In context to the past literary sources, it can be seen that staff training and consumer
satisfaction has been considered as an essential topic in various studies. The examination of
customer satisfaction and staff training practices and linking them together are major research
areas in this section. Guchait, Paşamehmetoğlu and Lanza-Abbott (2015) state that
globalisation, changes in customer needs and expectation, technological advancements and
innovation have increased the instability of the global business environment. Ayeleke et al.
(2016) argued in the past few decades, there has been a significant evolution of human
resource management practices, and it plays a significant role in the success and sustainability
of any organisation. Zablah et al. (2016) have paid more significant attention to training and
development of staffs for improving their abilities, skills and knowledge for addressing the needs
of the business organisation and found out that customer satisfaction is positively impacted by
training and development of the employees. It implies that employee training has contributed to
the satisfaction of the customers and better quality employees can address all the needs of the
consumers.
Spector, Revolta and Orrell (2016) claimed that efficient management of knowledge,
skills and workforce experience has a strong positive influence on the ability of the corporation
to achieve the satisfaction of the consumers. Moreover, the attitudes and behaviours of the
employees have a significant influence on the development of the company and achieving
competitive advantage by improving the buying behaviour of the consumers. Ren et al. (2016)
state that organisational activities and employee perception have a significant potential to
influence the satisfaction of the consumers. High-performance work system has staff training as
the most critical component. It implies that staff training and development of staffs are a means
to help the staffs resolve and identify issues an improving the quality of service. It eventually is
expected to have a positive effect on satisfaction.
In contrast to this, Belisle, Rowsey and Dixon (2016) illustrated that organisation need to
satisfy the employees in order to achieve the highest of satisfaction. Therefore, the companies
need to communicate the needs of the consumers to their respective workforce by coaching and
providing continuous development for improving their level of comfort with their jobs. Kaura,

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Durga Prasad and Sharma (2015) performed a recent study which examined the correlation
between customer satisfaction and training of employees which examined the ways to improve
the satisfaction of the employees. The results showed that employee service training, service
rewards and empowerment have a significant impact on the satisfaction of the consumers. It
also developed a positive correlation between consumer satisfaction and employee training.
Rivera, Bigne and Curras-Perez (2016) performed an empirical study to examine 214
companies in the Chinese manufacturing industry where structurally modelling was used to
examine the impact of employee training on the satisfaction of the customer. It shows that
training is one of the most effective components of improving consumer satisfaction. Swaine et
al. (2016) also conducted a study in the United Kingdom Airline industry to examine the impact
of training and development programs on the customer satisfaction level. The study showed that
the majority of the companies were highly focused on improving their employee performing for
maintaining sustainable competitive and satisfaction level of the consumers.
Ayeleke et al. (2016) state that employees are one of the most critical factors in the
airline and hospitality industry where employees determine the level of service quality they are
willing to achieve. Beynon et al. (2015) argued that the relationship between service quality and
the satisfaction level of the consumers is moderated by the value perceived. It implies that
perceived value has a significant moderating impact on satisfaction and they vary from
consumer to consumers which mean that some of the consumers are satisfied with a certain
level of performance, but others are not. Zablah et al. (2016) state that features such as training
empathy, assurance, responsiveness, tangibles and reliability can change the perceived quality
of the consumers and improve the quality of service of consumers. The job qualities and skills
are essential features for improving the performance on a daily, but other functions such as
personal qualities are also significantly famous for affecting the satisfaction level. Ramanathan,
Subramanian and Parrott (2017) performed a study to identify five critical factors that can be
used to classify the training needs of the staffs. These factors include training reliability,
responsiveness towards training, training tangibles, training empathy and training assurance.
2.5 Factors affecting Training needs for consumer satisfaction
2.5.1 Training tangibles
Physical aspect include consists of features and appearances such as equipment,
communication material and physical facilities. This dimension includes training and improving
the physical appearances of the employees, along with their level of professionalism (Paek and

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Lee 2018). In this research, the study aims to examine whether training tangibles have a
significant positive impact on customer satisfaction or not.
2.5.2 Training reliability
Reliability defines the capability of the employees to achieve the promised and expected
service accurately and dependably. Consumer expectations have to be met by using reliable
performance in service. It includes factors such as completing the task on time all the time
without any faults (Wilczak et al. 2017). Therefore, it measures the precision of the service
quality and whether service standards are achieved each time or not consistently. The research
study aims to investigate whether training reliability has a substantial positive association with
the satisfaction of the consumers.
2.5.3 Training responsiveness
The willingness of the employees to help the consumers and provide swift services can
be described as responsiveness. The employees must be willing to help the consumers at all
times so that the consumer satisfaction level is met by achieving the desired level of satisfaction
(Weatherwax et al. 2018). A hypothesis has been developed to examine the impact of training
responsiveness on customer satisfaction, where the study has expected to identify a positive
association with the variables.
2.5.4 Training assurance
The ability of the employees to convey confidence and trust through courtesy and
knowledge is known as assurance. This dimension addresses the ability of the employees to
inspire confidence and trust among the consumers by using courtesy and knowledge where
employees require other skills such as security, credibility, courtesy and competence (Ansbro et
al., 2015). The degree of confidence and trust felt by the consumers by the service offered by
the employees to determine the level of assurance. High assurance means that the consumers
consider the employees to have a high level of competence in providing the service. The
research examines the relationship between training assurance and customer satisfaction to
evaluate the nature of the relationship between the variables.
2.5.5 Training empathy
Caring is another crucial aspect of service where consumers desire individualised
attention. Employees need to address the particular desires of the consumers within the limited
budget so that they can enjoy all the amenities and facilities. This dimension represents the
individualised attention and care, which includes ease of contact and approachability,

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understanding consumers and effective communication as significant elements (Kataoka et al.
2019). It means that employees have to identify the needs of the consumer immediately and
cater to their need individually. This study examines the impact of training empathy on the
satisfaction level of the consumers. The degree of association between the variables would be
analysed to examine the relevance of this factor.
2.6 Conceptual framework
H01: There is no noteworthy influence of training tangibles on consumer satisfaction of airline
consumers
H11: There is a noteworthy influence of training tangibles on consumer satisfaction of airline
consumers
H02: There is no noteworthy influence of training reliability on consumer satisfaction of airline
consumers
H12: There is a noteworthy influence of training reliability on consumer satisfaction of airline
consumers
H03: There is no noteworthy influence of training responsiveness on consumer satisfaction of
airline consumers
H13: There is a noteworthy influence of training responsiveness on consumer satisfaction of
airline consumers
H04: There is no noteworthy influence of training assurance on consumer satisfaction of airline
consumers
H14: There is a noteworthy influence of training assurance on consumer satisfaction of airline
consumers
H05: There is no noteworthy influence of training empathy on consumer satisfaction of airline
consumers
H15: There is a noteworthy influence of training empathy on consumer satisfaction of airline
consumers

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Figure 1: Conceptual Framework
Source: (As created by author)
2.7 Literature Gap
The analysis of the past research shows that the majority of studies lack the focus of
examining the impact of staff training in the airline industry. Moreover, these studies have not
addressed the current scenario in the United Kingdom, where Brexit has caused a significant
impact. The current study aims to address the gap of evaluating the specific role of ground
staffs, where there are very few studies focusing specifically on the training aspects of the
employees working as ground staff. Even though past studies have identified a positive impact
of training on consumer satisfaction, but various authors have stated that the perception of the
consumers plays a significant role. Therefore, the study aims to clarify the relationship based on
the current scenario.
2.8 Summary
This chapter has critically evaluated the past literature to examine the different aspects
of customer satisfaction, staff training, the impact of staff training on customer satisfaction and
the different factors affecting the satisfaction level of the consumers. The conceptual framework
has been developed, and the hypothesis has been derived, which has been evaluated in
Training
Tangibles
Reliability
Responsiveness s
Assurance
Empathy
Customer
Satisfaction

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findings and analysis section. The next chapter develops a methodology to test the conceptual
framework developed in this section.

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Chapter 3: Research Methodology
3.1 Introduction
Methodology is a process of gathering knowledge by using effective research
frameworks, models and instruments. This investigation has used a single research design
where primary quantitative research methods have been used for gathering and investigating
information. Saunder’s research onion has been used to describe each layer of the research
methodology necessary for generating the appropriate design (Saunders et al. 2015). Saunder's
onion contributes to a better understanding of the research methods and instruments. It is
based on three assumptions of epistemology, ontology and axiology. Therefore, the effective
progression or stages of developing the research has been described by using the above
framework.
3.2 Research Philosophy
The primary element of the methodology is to position the research question as per a
given philosophy. Omotayo and Kulatunga (2015) have defined that epistemology has the
relationship between the researcher and the reality. It describes the way reality had been
acknowledged. On the other hand, Saunders et al. (2015) describe ontology as the function of
reality. However, this investigation has chosen positivism as the philosophy for addressing the
research questions. It considers the world as extrinsic where only one truth exists which can be
measured using appropriate methods and theories. The researcher maintains significant
distance from the participants and observes to develop facts. These facts are primary functions
for gathering knowledge. Positivism has used as it uses a scientific and naturalistic view to
perform data quantification. It uses a systematic method for displaying an impartial reality.
3.3 Research Approach
Kaur (2016) states that the research approach forms the foundation of strategy and
delivers a direction to the investigation. It states all the methods used in the scientific inquiry and
facilitates in developing a relationship between logic and observations. The study has used a
deductive approach where existing theories discussed in the literature review are used to
formulate a hypothesis. Therefore, the study uses the deductive approach to examine the

23RESEARCH PAPER
logical relationship between staff training and consumer satisfaction. This approach is essential
for developing generalised results from specific findings.
3.4 Research Design
The next layer of the Saunders onion is the fundamental decision pointer where the
choice between mono method and mixed-method is made (Shekhar et al. 2019). The mono
method uses a single research design where either a qualitative or quantitative method is used
for gathering information. In the case of a mixed method, both qualitative and quantitative
methods are utilised for gathering data. The study has chosen an explanatory research design
to examine the relationship between the training of staffs and customer satisfaction (Shekhar et
al. 2019). The explanatory design is used for measuring causation between two variables and
uses quantitative method to prove the hypothesis. It explains the research problem and findings
in a particular way where conclusive research is performed.
3.5 Data collection and analysis
This research has chosen the primary data collection method for gathering information.
A survey instrument has been used as the research instrument where the questionnaire
includes closed-ended questions (Palinkas et al. 2015). The questionnaire consists of three
sections where the first section consists of demographic sections; the second section consists
of questions on staff training, and the third section consists of the questions on customer
satisfaction. In overall, there are 15 questions in the survey questions which requires 20- 30
minutes to complete (Palinkas et al. 2015). The questionnaire has used a five-point Likert scale
to develop the questions on customer satisfaction and staff training. The first section has used
the nominal scale, interval scale and ordinal scale to develop questions on age, gender, income,
tenure, educational qualification and other factors.
The data collected has been analysed using statistical tools and techniques. Statistical
tool for social sciences (SPSS) has been used as the tool for performing descriptive statistics
and inferential statistics. Descriptive statistics describe the mean, median, mode, standard
deviation, variance, skewness and kurtosis. Normality test has been used to check whether the
data collected follows a normal distribution or not. On the other hand, inferential statistics use
Pearson’s correlation, regression analysis and ANOVA test. Pearson's correlation measures the
degree of association and nature of relationship between the variables. On the other hand,
regression analysis has been used to develop a linear trend equation determining the

24RESEARCH PAPER
relationship between the independent variables and the dependent variable. ANOVA test has
been used to test the hypothesis where the F value has been evaluated against the p-value.
3.6 Sampling technique
Sampling is the process of reducing the sampling size when the target populace is
enormous (Palinkas et al. 2015). The first step of the sampling process is choosing the target
population. In this research, the target population consists of the employees working in airline
organisations in the United Kingdom. The next step is choosing the sampling frame where the
study has chosen the employees of British Airways as the respondents. The third step is
choosing the sample size of the study, and the study has chosen 100 respondents based on the
sampling error of 10% and a confidence interval of 95% (Palinkas et al. 2015). However, the
most critical aspect of the study is choosing the sampling technique. Probabilistic and non-
probabilistic sampling are two sampling method, but this study has chosen probabilistic
sampling. Probabilistic sampling has been divided into simple random sampling, stratified
random sampling, systematic random sampling and cluster sampling (Palinkas et al. 2015). This
study has chosen stratified random sampling as the method for choosing respondents. In this
method, the employees are divided into groups and employees are selected randomly from
each group.
3.7 Reliability and Validity
Reliability of the collected data has been measured using Cronbach’s alpha, where it
measures the internal consistency and scale reliability of the data collected. On the other hand,
the validity of the data has been examined using the Bartlett test of sphericity and the Kaiser
Meyer Olkin test of sampling adequacy (Heale and Twycross 2015). It measures the proportion
of variance and whether the data collected are related or not.
3.8 Ethical consideration
The research has adhered to the ethical guidelines mentioned by the university. The
study has followed the data protection act of 1998 to protect the anonymity and privacy of the
respondents (Tarafdar and Fay 2018). Informed consent has been developed to promote
voluntary participation, and the respondents have been provided the opportunity to leave at any
point in the survey.

25RESEARCH PAPER
Chapter 4: Findings, Analysis and Discussion
4.1 Overview
As the research method for the paper has been selected as the Primary Quantitative
research method, it becomes critically important to understand that in order to verify the
hypothesis and to find the influence of the training as an activity on the overall activity on the
customer satisfaction of the airline industry, it needs to be mentioned that a questionnaire was
distributed amongst 100 participants and based on their responses, the analysis has been
undertaken. The main aim of the chapter is to highlight and analyze the manner in which the
training tends to have a critical impact on the satisfaction of the customers (Hill and Brierley
2017). Additionally findings from the statistical analysis shall be related to the theoretical
concepts and the last section of the chapter will test the hypothesis which has been set out for
the paper.
4.2 Analysis
The analysis forms a critical part of the paper and in this segment the descriptive
statistics and the inferential statistics shall be analyzed critically in order to verify the hypothesis
which has been set out. The descriptive statistics will identify the Age group, the Gender,
information related to the Education level of the employees, the Income level and the preference
towards training as well.
4.2.1 Descriptive statistics
Age Group
Age Group
Frequency Percent
Valid
Percent
Cumulative
Percent
Valid 18-29 22 22.0 22.2 22.2
30-39 31 31.0 31.3 53.5
40-49 19 19.0 19.2 72.7
50+ 27 27.0 27.3 100.0
Total 99 99.0 100.0
Missing System 1 1.0

26RESEARCH PAPER
Total 100 100.0
Figure 1: Age group of Participants
From the given graph, it can be observed that the Age Group of the sample population
appears to be divided into equal groups. Approximately, 27% of the population belongs to 50+
age group and 22% of them belong to the group 18 to 29. In addition to this, 19% of the
population belongs to the group 40 to 49 and hence, it can be mentioned that the data which
has been collected from the different parties seems to be taking the opinion of all the parties.
Gender
Gender
Frequency Percent
Valid
Percent
Cumulative
Percent
Valid Male 30 30.0 30.3 30.3
Female 69 69.0 69.7 100.0
Total 99 99.0 100.0
Missing System 1 1.0
Total 100 100.0

27RESEARCH PAPER
Figure 2: Gender of the participants
From the given graph it can be understood that, the opinions of the female employees
have been taken more than that of the Male employees. It can be taken that 69% of the
employees whose opinion has been collected are Female and the rest 30% approx. are male.
Hence, the survey can be stated to be oriented towards the female employees present.
Educational level
Education
Frequency Percent
Valid
Percent
Cumulative
Percent
Valid High school 13 13.0 13.1 13.1
Diploma 22 22.0 22.2 35.4
Bachelor
Degree
37 37.0 37.4 72.7
Master 27 27.0 27.3 100.0
Total 99 99.0 100.0
Missing System 1 1.0
Total 100 100.0

28RESEARCH PAPER
Figure 3: The educational level of the employees
From the given graph, it can be understood that, the population belongs to different
Educational levels. In consideration of this, it can be understood that, 37% of the employees
belong to the Bachelor Degree whereas, 27% of the employees belong to Master Degree.
Additionally, 22% of the employees have undertaken a Diploma. Moreover, 13% of the
employees belong to the High school level. In consideration of this, the different members of the
sample population belong to different educational backgrounds.
Work experience
For how many years have you been working in the Airline industry?
Frequency Percent
Valid
Percent
Cumulative
Percent
Valid Less than 1 year 23 23.0 23.2 23.2
1-5 years 23 23.0 23.2 46.5
More than 5
years
53 53.0 53.5 100.0
Total 99 99.0 100.0
Missing System 1 1.0

29RESEARCH PAPER
Total 100 100.0
Figure 4: The work experience of the different employees in the sample population
When the different members of the sample population were asked about their years of
experience in the Airline industry then 53% of the sample population has been engaged in the
airline industry for more than 5 years. On the other hand, 23% of the population belongs to the
experience group belonging to less than 1 year and between 1 to 5 years. This means that all
the employees are involved in the industry have been there for a long period.

30RESEARCH PAPER
Domain of work
Work involved in
Frequency Percent
Valid
Percent
Cumulative
Percent
Valid CRM 9 9.0 9.1 9.1
Marketing 18 18.0 18.2 27.3
Operations 38 38.0 38.4 65.7
Finance 18 18.0 18.2 83.8
HRM 16 16.0 16.2 100.0
Total 99 99.0 100.0
Missing System 1 1.0
Total 100 100.0
Figure 5: Domain of work of the participants
The given graph states the different departments in which the employees are involved in.
From the graph, it can be assessed that 38% of the participants in the survey mainly belong to
the Operations department and engage in direct dealings with the different customers. In
addition to this, it is also important to note that the airline employees also have a dedicated set

31RESEARCH PAPER
of employees who belong to the Customer relationship Management department and are greatly
involved in the overall management of the operations relating to the customer satisfaction. 18%
of the employees who have been surveyed belong to the Marketing department.
Training procedure implemented
Training procedure
Frequency Percent
Valid
Percent
Cumulative
Percent
Valid Yes 46 46.0 46.5 46.5
No 53 53.0 53.5 100.0
Total 99 99.0 100.0
Missing System 1 1.0
Total 100 100.0
Figure 6: The training procedure implemented
The graph provides information which pertains to the overall extent to which the different
employees undergo a relevant training during their tenure. When the survey of all the

32RESEARCH PAPER
employees were conducted, it could be assessed that, only 44% of them had undergone a
training as compared to the rest who had not undergone any relevant training procedure as an
employee of the airline department. Hence, this indicates and hints that the employees need to
be involved in traditional training facilities which would thereby allow them to improve their skills
and achieve success in the long run.
Income level
Income level
Frequency Percent
Valid
Percent
Cumulative
Percent
Valid Below $18k 12 12.0 12.1 12.1
$18-29k 34 34.0 34.3 46.5
$30-39k 20 20.0 20.2 66.7
$40-49k 1 1.0 1.0 67.7
Above
$50k
32 32.0 32.3 100.0
Total 99 99.0 100.0
Missing System 1 1.0
Total 100 100.0
Figure 7: The income level of the employees in the sample group

33RESEARCH PAPER
The given chart provides information on the income level of the employees. It can be
observed that, 32% of the employees belong to the above $50k income group and hence, a
majority of the employees belong to a higher income group.
4.2.2 Inferential statistics
The section of the paper focuses on the inferential statistics. In this section, the aspects
related to the Correlation and the Regression analysis will be discussed. In order to prove the
hypothesis and to find the relationship between the dependent and independent variables, these
two statistical tools have been used.
Correlation analysis
The Correlation analysis can be described as a statistical tool which is generally utilized
to find the correlation between the different variables. The correlation reflects how strongly the
values are associated with one another. The correlation tends to determine the manner in which
the different variables are related to one another. The correlation can be mentioned to be
either positive or negative in nature. A positive correlation reflects that an increase in one of the
variables will bring about an increase in the other variables as well. On the other hand, a
negative correlation represents that an increase in a single variable brings about a decrease in
the other variable. Moreover, a correlation coefficient above 0.7 tends to represent a strong
relationship between the different variables whereas a relatively low correlation represents poor
relationship.
Independent variable –Training
Correlations
TrainingTa
ngibles
TrainingRel
iability
TrainingAss
urance
TrainingRespon
siveness
TrainingE
mpathy
TrainingTangibl
es
Pears
on
Correl
ation
1 .416** .536** .435** .517**

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Sig.
(2-
tailed)
.000 .000 .000 .000
N 100 100 100 100 100
TrainingReliabili
ty
Pears
on
Correl
ation
.416** 1 .471** .388** .449**
Sig.
(2-
tailed)
.000 .000 .000 .000
N 100 100 100 100 100
TrainingAssura
nce
Pears
on
Correl
ation
.536** .471** 1 .486** .574**
Sig.
(2-
tailed)
.000 .000 .000 .000
N 100 100 100 100 100
TrainingRespon
siveness
Pears
on
Correl
ation
.435** .388** .486** 1 .607**
Sig.
(2-
tailed)
.000 .000 .000 .000
N 100 100 100 100 100
TrainingEmpath
y
Pears
on
Correl
ation
.517** .449** .574** .607** 1
Sig.
(2-
tailed)
.000 .000 .000 .000
N 100 100 100 100 100
**. Correlation is significant at the 0.01 level (2-tailed).

35RESEARCH PAPER
It can be observed that the Training Responsiveness and the Training Empathy can be
mentioned to be highest at 0.607. In association with this it can be stated that the correlation
between Training responsiveness and Training reliability can be taken to be the lowest at 0.388.
Therefore, it is critical that the training needs to be designed in a manner such that it meets with
the overall training effectiveness in the right way.
Dependent variable-Customer satisfaction
Correlations
ServiceGive
n
Offersreceive
d
Experiencewi
ththeairline
ServiceGiven Pearson
Correlation
1 .585** .516**
Sig. (2-tailed) .000 .000
N 100 100 100
Offersreceived Pearson
Correlation
.585** 1 .547**
Sig. (2-tailed) .000 .000
N 100 100 100
Experiencewiththeairli
ne
Pearson
Correlation
.516** .547** 1
Sig. (2-tailed) .000 .000
N 100 100 100
**. Correlation is significant at the 0.01 level (2-tailed).
The given table provides information on the Customer satisfaction and it can be stated
that as compared to other variables, the Service Given tends to have a low positive relationship
with the Experience with the airlines. In regard to this, it can be mentioned that, the Offers
received have the strongest correlation with the Service generated.
Regression analysis
The regression analysis can be mentioned to be the statistical method which thereby
assists in examining the relationship which exists between the two or more variables in
question. It is a definite model which can be made use of to estimate the relationships which
exist between two or more variables. The regression analysis is usually tested and the
hypothesis testing is generally based on the regression analysis.

36RESEARCH PAPER
Training Tangibles and Customer satisfaction
Model Summary
Model R R Square
Adjusted R
Square
Std. Error of
the Estimate
1 .603a .363 .350 .68591
a. Predictors: (Constant), Do you believe that training
tangibles have a significant impact on customer
satisfaction?, TrainingTangibles
The given table provides the information about the Correlation, the R square and the
reliability of the test. It can be observed that the correlation between the Training Tangibles and
the customer satisfaction can be mentioned to be moderate and positive at 0.603. In regard to
this, it has to be understood that, the value of the R square is 0.363 which reflects that the
explaining power of the model and determining the customer satisfaction can be essentially
mentioned to be 36%. Additionally, as the difference between the R square and the Adjusted R
square is low, the model can be mentioned to be a good fit model.
ANOVAa
Model
Sum of
Squares df
Mean
Square F Sig.
1 Regression 26.051 2 13.026 27.686 .000b
Residual 45.636 97 .470
Total 71.688 99
a. Dependent Variable: Customersatisfaction
b. Predictors: (Constant), Do you believe that training tangibles have a
significant impact on customer satisfaction?, TrainingTangibles
From the given table the value of the Significant F can be mentioned to be below 0.05.
This determines the relationship which tends to exist between the dependent and the
independent variable. As the value is low, a strong relationship between Training tangibles and
the customer satisfaction can be determined.
Coefficients
Model
Unstandardized
Coefficients
Standardized
Coefficients
t Sig.B Std. Error Beta

37RESEARCH PAPER
1 (Constant) 1.718 .336 5.118 .000
TrainingTangibles .279 .086 .288 3.243 .002
Do you believe that
training tangibles have
a significant impact on
customer satisfaction?
.293 .061 .424 4.773 .000
a. Dependent Variable: Customersatisfaction
The table provides the value of the coefficients and the Regression equation.
Training Reliability and Customer satisfaction
Model Summary
Model R R Square
Adjusted R
Square
Std. Error of
the Estimate
1 .461a .213 .196 .76289
a. Predictors: (Constant), TrainingReliability, Do you
believe that training reliability has a significant impact on
customer satisfaction?
The table offers the information about the Correlation, the R square and the reliability of
the test. It can be observed that the correlation between the Training Reliability and the
customer satisfaction can be mentioned to be low and positive at 0.461. In regard to this, it has
to be understood that, the value of the R square is 0.213 which reflects that the explaining
power of the model and determining the customer satisfaction can be essentially mentioned to
be 21%. Moreover, as the difference between the R square and the Adjusted R square is low,
the model can be mentioned to be a good fit model.
ANOVAa
Model
Sum of
Squares df
Mean
Square F Sig.
1 Regression 15.234 2 7.617 13.088 .000b
Residual 56.454 97 .582
Total 71.688 99
a. Dependent Variable: Customersatisfaction

38RESEARCH PAPER
b. Predictors: (Constant), TrainingReliability, Do you believe that training
reliability has a significant impact on customer satisfaction?
From the given table the value of the Significant F can be mentioned to be below 0.05.
This determines the relationship which tends to exist between the dependent and the
independent variable. As the value is low, a strong relationship between Training Reliability and
the customer satisfaction can be determined.
Coefficients
Model
Unstandardized
Coefficients
Standardized
Coefficients
t Sig.B Std. Error Beta
1 (Constant) 2.295 .363 6.324 .000
Do you believe that
training reliability has a
significant impact on
customer satisfaction?
.242 .082 .325 2.959 .004
TrainingReliability .185 .108 .189 1.721 .088
a. Dependent Variable: Customersatisfaction
The table provides the value of the coefficients and the Regression equation.
Training responsiveness and customer satisfaction
Model Summary
Model R R Square
Adjusted R
Square
Std. Error of
the Estimate
1 .607a .369 .356 .68304
a. Predictors: (Constant), Do you believe that training
responsiveness has a significant impact on customer
satisfaction?, TrainingResponsiveness
The particular table offers the information about the Correlation, the R square and the
reliability of the test. It can be observed that the correlation between the Training
Responsiveness and the customer satisfaction can be mentioned to be moderate and positive

39RESEARCH PAPER
at 0.607. In regard to this, it has to be understood that, the value of the R square is 0.369 which
reflects that the explaining power of the model and determining the customer satisfaction can be
essentially mentioned to be 36%. Moreover, as the difference between the R square and the
Adjusted R square is low, the model can be mentioned to be a good fit model (Hanaysha and
Tahir 2016).
ANOVAa
Model
Sum of
Squares df
Mean
Square F Sig.
1 Regression 26.433 2 13.216 28.329 .000b
Residual 45.255 97 .467
Total 71.688 99
a. Dependent Variable: Customersatisfaction
b. Predictors: (Constant), Do you believe that training responsiveness has a
significant impact on customer satisfaction?, TrainingResponsiveness
From the given table the value of the Significant F can be mentioned to be below 0.05.
This determines the relationship which tends to exist between the dependent and the
independent variable. As the value is low, a strong relationship between Training
Responsiveness and the customer satisfaction can be determined.
Coefficients
Model
Unstandardized
Coefficients
Standardized
Coefficients
t Sig.B Std. Error Beta
1 (Constant) 2.352 .668 3.522 .001
TrainingResponsivenes
s
.554 .074 .606 7.507 .000
Do you believe that
training responsiveness
has a significant impact
on customer
satisfaction?
-.123 .137 -.072 -.897 .372
a. Dependent Variable: Customersatisfaction
The table provides the value of the coefficients and the Regression equation.

40RESEARCH PAPER
Training assurance and Customer satisfaction
Model Summary
Model R R Square
Adjusted R
Square
Std. Error of
the Estimate
1 .610a .372 .359 .68125
a. Predictors: (Constant), Do you believe that training
assurance has a significant impact on customer
satisfaction?, TrainingAssurance
The particular table offers the information about the Correlation, the R square and the
reliability of the test. It can be understood that the correlation between the Training Assurance
and the customer satisfaction can be mentioned to be moderate and positive at 0.610. In regard
to this, it has to be understood that, the value of the R square is 0.372 which reflects that the
explaining power of the model and determining the customer satisfaction can be essentially
mentioned to be 37%. Moreover, as the difference between the R square and the Adjusted R
square is low, the model can be mentioned to be a good fit model
ANOVAa
Model
Sum of
Squares df
Mean
Square F Sig.
1 Regression 26.669 2 13.335 28.732 .000b
Residual 45.018 97 .464
Total 71.688 99
a. Dependent Variable: Customersatisfaction
b. Predictors: (Constant), Do you believe that training assurance has a
significant impact on customer satisfaction?, TrainingAssurance
From the given table the value of the Significant F can be mentioned to be below 0.05.
This determines the relationship which tends to exist between the dependent and the
independent variable. As the value is low, a strong relationship between Training Assurance
and the customer satisfaction can be determined.

41RESEARCH PAPER
Coefficients
Model
Unstandardized
Coefficients
Standardized
Coefficients
t Sig.B Std. Error Beta
1 (Constant) 1.657 .313 5.285 .000
TrainingAssurance .397 .087 .436 4.584 .000
Do you believe that
training assurance has
a significant impact on
customer satisfaction?
.194 .072 .254 2.675 .009
a. Dependent Variable: Customersatisfaction
The table provides the value of the coefficients and the Regression equation.
Training empathy and Customer Satisfaction
Model Summary
Model R R Square
Adjusted R
Square
Std. Error of
the Estimate
1 .634a .402 .390 .66468
a. Predictors: (Constant), Do you believe that training
empathy has a significant impact on customer
satisfaction?, TrainingEmpathy
The particular table offers the information about the Correlation, the R square and the
reliability of the test. It can be understood that the correlation between the Training Empathy
and the customer satisfaction can be mentioned to be moderate and positive at 0.634. In regard
to this, it has to be understood that, the value of the R square is 0.402 which reflects that the
explaining power of the model and determining the customer satisfaction can be essentially
mentioned to be 40%. Moreover, as the difference between the R square and the Adjusted R
square is low, the model can be mentioned to be a good fit model
ANOVAa

42RESEARCH PAPER
Model
Sum of
Squares df
Mean
Square F Sig.
1 Regression 28.834 2 14.417 32.632 .000b
Residual 42.854 97 .442
Total 71.688 99
a. Dependent Variable: Customersatisfaction
b. Predictors: (Constant), Do you believe that training empathy has a significant
impact on customer satisfaction?, TrainingEmpathy
From the given table the value of the Significant F can be mentioned to be below 0.05.
This determines the relationship which tends to exist between the dependent and the
independent variable. As the value is low, a strong relationship between Training Empathy and
the customer satisfaction can be determined (Hanaysha 2016).
Coefficients
Model
Unstandardized
Coefficients
Standardized
Coefficients
t Sig.B Std. Error Beta
1 (Constant) 2.254 .763 2.956 .004
TrainingEmpathy .535 .071 .619 7.534 .000
Do you believe that
training empathy has a
significant impact on
customer satisfaction?
-.079 .139 -.047 -.567 .572
a. Dependent Variable: Customersatisfaction
The table provides the value of the coefficients and the Regression equation.
4.3 Hypothesis testing
The hypothesis set out for the paper can be mentioned to be as follows:
H01: There is no significant impact of training tangibles on consumer satisfaction of airline
consumers

43RESEARCH PAPER
H11: There is a significant impact of training tangibles on consumer satisfaction of airline
consumers
Result: As the value of the F value can be mentioned to be less than 0.05, the Null hypothesis
has been rejected and the Alternate hypothesis has been accepted which signifies that Training
tangibles has a strong impact on the consumer satisfaction of the airline consumers.
H02: There is no significant impact of training reliability on consumer satisfaction of airline
consumers
H12: There is a significant impact of training reliability on consumer satisfaction of airline
consumers
Result: As the value of the F value can be mentioned to be less than 0.05, the Null hypothesis
has been rejected and the Alternate hypothesis has been accepted which signifies that Training
reliability has a strong impact on the consumer satisfaction of the airline consumers.
H03: There is no significant impact of training responsiveness on consumer satisfaction of airline
consumers
H13: There is a significant impact of training responsiveness on consumer satisfaction of airline
consumers
Result: As the value of the F value can be mentioned to be less than 0.05, the Null hypothesis
has been rejected and the Alternate hypothesis has been accepted which signifies that Training
responsiveness has a strong impact on the consumer satisfaction of the airline consumers.
H04: There is no significant impact of training assurance on consumer satisfaction of airline
consumers
H14: There is a significant impact of training assurance on consumer satisfaction of airline
consumers
Result: As the value of the F value can be mentioned to be less than 0.05, the Null hypothesis
has been rejected and the Alternate hypothesis has been accepted which signifies that Training
assurance has a strong impact on the consumer satisfaction of the airline consumers.
H05: There is no significant impact of training empathy on consumer satisfaction of airline
consumers

44RESEARCH PAPER
H15: There is a significant impact of training empathy on consumer satisfaction of airline
consumers
Result: As the value of the F value can be mentioned to be less than 0.05, the Null hypothesis
has been rejected and the Alternate hypothesis has been accepted which signifies that Training
empathy has a strong impact on the consumer satisfaction of the airline consumers.
4.4 Discussion
The findings of the study can be mentioned to be in close alliance with the fact that the
employee training has a great consistency with the customer satisfaction (Pizam, Shapoval and
Ellis 2016). A worker who is professional in nature and who performs well can be stated to have
better performance in dealing with the different customers (Hill and Alexander 2017). In relation
to the design of the training with the different employees who are present, it can be mentioned
that the job training can be mentioned to be more favorable for the various employees than off
the job training because the on the job training can be used for the enterprise in a better manner
(Tracey et al. 2015). The study and findings has reflected that there exists a positive relation
which exists between the employee training and the satisfaction of the different customers
(Hwang and Suh 2018). The study found that when five hypotheses had been set for the study,
all five of them have accepted the alternate hypothesis and rejected the null hypothesis which
further states that, the training empathy, training reliability, training responsiveness, training
tangibles and the training assurance have a strong influence on the customer satisfaction(Hill
and Brierley 2017). Therefore, the study simply indicates that any enterprise which plans to
attain success in relation to the revenues of the firm and aims to improve the overall
performance of the enterprise then in such a case it would be required to work on the training
needs of the employees and make the competent enough to deal with the different enterprise
needs and to fulfill the requirement of the different customers (Agnihotri et al. 2016). The
training also acts as a solution for the enterprises that have an employee problem. The
employee problem can be easily solved by adhering to the different training needs (Pizam,
Shapoval and Ellis 2016).
4.5 Summary
Hence, in this section of the paper, the statistical analysis was carried out on the data
and based on this, findings have been presented.

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46RESEARCH PAPER
Chapter 5: Conclusion
Hence, it can be essentially mentioned that the customer satisfaction has become a
central objective of any enterprise. Additionally, as the competition in the airline industry is
increasing to a great extent, cost cutting and low cost airlines are the common mediums of the
competition. In such a scenario, any enterprise that is being able to deal with the customers in
the right manner would be able to attain success in a better manner. Therefore, this study was
ideally based on finding the impact of training on the customer satisfaction. The study covered
the analysis by introducing the topic in the Introduction chapter which set out the research
objectives and the question. This was then followed by the Review of Literature which
conducted an analysis of the literature available in the domain. The third chapter covered the
Research methodology which set down the different research methods which have been
adopted in the study. The fourth chapter presented the findings and analysis of the study
through statistical representation. The hypothesis which had been set down initially proved that
the Training has a strong influence on customer satisfaction. Therefore, it is in relation to this
that it can be mentioned that, the different managers present in the enterprise should engage in
effective relation building with the customers through the training and other development tools
which would ultimately have a positive impact on the overall welfare of the enterprise.
5.1 Limitations and Future research
The study comprises of certain limitations which can be referred to as the fact that the
study only conducted the research in the Primary Quantitative method. Although various
sources of Literature have been referred to in the second chapter, the study does not conduct a
qualitative research based on the same. Moreover, a limited number of employee training
factors have been considered which could be extended on a future study in the same domain.

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