Impact of Workforce Development on PIA Customer Service Delivery

This report investigates the influence of workforce development on customer service delivery within Pakistan International Airlines (PIA). The study explores the importance of workforce development for PIA employees, evaluates its impact on customer service, and recommends strategies for enhancement. The research includes a literature review, methodology detailing the research approach, data collection methods, and analysis of findings. The report examines PIA's background, aims, objectives, and research questions, followed by an analysis of the collected data, including interview responses. The conclusion summarizes key findings and offers actionable recommendations for improving workforce development and customer service within PIA, contributing to a better understanding of the relationship between employee training and customer satisfaction in the aviation industry. The study also incorporates various illustrations and tables to support the analysis and findings.

Impact of Work Force
Development on the customer
service delivery: Pakistan
International Airline

ACKNOWLEDGEMENTS
I'm offering my thanks with affection and genuineness to them who were related with me
to achieve this task work. All the diligent work, commitment towards obligation and the
affection or resilience which my manager has indicated I'm thankful to. Toward the end I need to
thank my family and companions for their inclusion and collaboration in my information
gathering on leading my examination take a shot at the to investigation the effect of workforce
improvement on client benefit conveyance under this I have taken Pakistan International Airlines
(PIA) in this setting to do further examination.

ABSTRACT
The present dissertation would be dealing with Impact of workforce development into
improving customer service delivery taking Pakistan International Airlines (PIA) into account.
Customers been the most important and basic part of all organisations which are operating within
market without the involvement of whom it would not be easy for them to obtain profits. In this
matter, it is required for a firm to improve its quality of service so that more and more customers
are getting attached with organisation and assisting into gaining market share. Pakistan
International Airlines is having its headquarters at Karachi, Pakistan and was founded in the year
1946 which prior was called as Orient Airways based on Calcutta (now called as Kolkata in
India). After the partition of India and Pakistan in year 1947, it moved to Pakistan which in 1955
was nationalised and then renamed to as Pakistan International Airlines (PIA). As in this current
time, when need of the skilled and qualified workforce is increasing on daily bases and that too
within whole market as well, this will be then leading to increase in customer service and their
timely delivery of all service. Need of technological changes and advancement in each and every
sector would be causing writing and include this topic into form of dissertation.

TABLE OF CONTENTS
CHAPTER 1: INTRODUCTION ...................................................................................................4
1.1 Background:.....................................................................................................................4
1.2 Aims of study:..................................................................................................................5
1.3 Objectives:........................................................................................................................5
1.4 Rational of the study:........................................................................................................5
1.5 Research Questions:.........................................................................................................5
1.6 Significance of the study:.................................................................................................6
1.7 Structure of dissertation:...................................................................................................6
1.8 Time scale:........................................................................................................................7
CHAPTER 2: LITERATURE REVIEW ........................................................................................9
2.1 Introduction:.....................................................................................................................9
2.2 Workforce development improves customer service delivery for Pakistan International
Airlines...................................................................................................................................9
2.3 Impact of workforce development on employees and customer service in PIA............12
2.4 Strategies that are implemented to enhance customer service of PIA............................15
CHAPTER 3: METHODOLOGY ................................................................................................17
3.1 Introduction:........................................................................................................................17
3.2 Research technique.........................................................................................................17
3.3 Research Approach:........................................................................................................18
3.4 Research Philosophy:.....................................................................................................19
3.5 Research design:.............................................................................................................20
3.6 Data collection:...............................................................................................................20
3.7 Sampling.........................................................................................................................22
3.8 Reliability and Validity:.................................................................................................22
3.10 Ethical consideration:...................................................................................................22
3.11 Research limitation:......................................................................................................23
CHAPTER 4: FINDINGS / RESULTS.........................................................................................25
4.1 Introduction:...................................................................................................................25
4.2 Data Analysis..................................................................................................................25
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4.3 Data Analysis for Interview questions...........................................................................38
CHAPTER 5: CONCLUSIONS/ RECOMMENDATIONS.........................................................41
5.1 Conclusion:.....................................................................................................................41
5.2 Recommendations:.........................................................................................................42
REFERENCES .............................................................................................................................43
APPENDIX....................................................................................................................................47
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ILLUSTRATION INDEX
Illustration 1: Flown with PIA before............................................................................................17
Illustration 2: From where they found out about PIA....................................................................18
Illustration 3: Reservation was made by yourself at time of ticket booking.................................19
Illustration 4: Reservation at time of ticket booking.....................................................................20
Illustration 5: Choice of language at time of ticket booking.........................................................21
Illustration 6: Designing of webpage ............................................................................................22
Illustration 7: Terms and Conditions.............................................................................................23
Illustration 8: Online check-in.......................................................................................................24
Illustration 9: Instruction structure.................................................................................................24
Illustration 10: Signing in..............................................................................................................25
Illustration 11: Check in reminders................................................................................................26
Illustration 12: Service in aircraft..................................................................................................26
Illustration 13: Pleasant service.....................................................................................................27
Illustration 14: Frequency of travel................................................................................................28
Illustration 15: Recommendation to others....................................................................................29
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CHAPTER 1: INTRODUCTION
1.1 Background:
Customers been the most important and basic part of all organisations which are
operating within market without the involvement of whom it would not be easy for them to
obtain profits (Ali, Dey and Filieri 2015). In this matter, it is required for a firm to improve its
quality of service so that more and more customers are getting attached with organisation and
assisting into gaining market share. This would be easy if firm is getting all employees which are
also called as workforce trained and developed so that customer service quality or delivering
these service to them becomes easy. Workforce development is essential in terms of company
employees are the essence of any company or sector so they could be helpful in growth and
development of firm in market.
It is necessary to sharpen their skills and knowledge that is based on that particular sector
or industry in which they are working. Airlines industry is that which is based on manufacturing
and operating of all kinds of aircraft within country or on international level, this is a kind of
transport service which is concerned to that of air traffic controller and safety of passengers of
airlines (Deresky, 2017). The current dissertation would be based on how does work force
development programs would be affecting and impacting customer service delivery of Pakistan
International Airlines (PIA). As with the change in aviation industry which is then causing
higher need of development of workforce and customer timing in service delivery; so, this
research will be very much essential.
Pakistan International Airlines is having its headquarters at Karachi, Pakistan and was
founded in the year 1946 which prior was called as Orient Airways based on Calcutta (now
called as Kolkata in India). After the partition of India and Pakistan in year 1947, it moved to
Pakistan which in 1955 was nationalised and then renamed to as Pakistan International Airlines
(PIA). At present, PIA is having about 14000 employees and the service which they provide is of
world class as airlines are having punctuality of about 88%. It has around 100 flights which are
taking place on daily bases on both national and international level. The company is mainly been
owned by Government of Pakistan with having about 84% of its share and rest 13% is with some
private shareholders.
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1.2 Aims of study:
To examine the impact on the customer services delivery of the work force development:
Pakistan International Airline (PIA).
The research helps in developing the understanding that will explore the in-depth
workforce development will improve the delivery of customer services for the customers of PIA
which will see employees are trained in respect to the provision services to customers.
1.3 Objectives:
 To understand the importance of workforce development for the employees of PIA.
 To evaluate the impact of workforce development on the customer service delivery of
PIA.
 To recommend the strategies to enhance the workforce development on the customer
service delivery of PIA.
1.4 Rational of the study:
As in this current time, when need of the skilled and qualified workforce is increasing on
daily bases and that too within whole market as well, this will be then leading to increase in
customer service and their timely delivery of all service (Kotler, 2015). Need of technological
changes and advancement in each and every sector would be causing writing and include this
topic into form of dissertation. It will be important for us to understand the meaning of
workforce development and then its effect on customer service delivery as well. The topic is
important to study at current times as this will be telling about how aviation industry is changing
and then how would all workforce development will be causing beneficial for improving
customer service. Recruitment and training of staff of aviation industry is not an easy task which
leads to many problems. Air staff should comply with the new and extensive set of regulation
and requirement for making sure that it is safe and secure airfield environment. Further,
workforce development play a significant role as it provides knowledge and skills to air staff so
that they can work effectively and efficiently
1.5 Research Questions:
1. To what extent does workforce development improve customer service delivery for PIA
customers?
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2. What does workforce development mean for the employees of PIA?
3. Which strategies can be implemented to enhance the customer service of PIA?
1.6 Significance of the study:
The current dissertation is very much useful for many people who could be involved in
this research project who could be mainly students who are pursuing PhD degree. They could
also be writing and researching on same topic so for them, this would be easy to do research on.
On the same time this, dissertation will also be useful for teachers and writers who are already
holding degree of research methodology and then they are writing or researching on various
kinds of topic. This would also be important for those who are working or associated with
Pakistan International Airlines so that they could have a look on how important workforce
development is on delivering service to its customers.
1.7 Structure of dissertation:
Chapter 1: Introduction- this part is the opening segment of any paper which would incorporate
sub headings like that of foundation, points and destinations or research, inquiries, level headed
and centrality of study which would go to be incorporated. This part would inform concerning
what the point is about and what will this mean. This part will tell and will contain early on
passage about both subject and about organization foundation will incorporate about data of
organization and of theme. The essentialness of study will incorporate for whom the
investigation is been done and who all eventual utilizing the paper in their working.
Chapter 2: Literature Review- Under this segment, we would incorporate basic investigation of
entire point. Consequently, implying that distinctive writers who have composed on this point in
their books, articles and diaries would be incorporated inside this piece of writing survey. The
part will be finished by making topics which depend on look into question which is been done in
first section. After subjects have been readied we would be fundamentally inspecting the entire
research venture by putting a few advantages and disadvantages of theme which will be further
characterising the entire research venture.
Chapter 3: Research Methodology- In this part of paper, different strategies will be incorporated
which will set foundation of concentrate on the bases of which study would be done and
information will be gathered. In this part, researcher will incorporate different strategies like that
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of research write, theory, outline, information accumulation and investigation of information.
Chapter 4: Results and discussion- This is the most imperative part as will tell about what are
different outcomes which are from there on directing task and breaking down whether the subject
is been satisfied or not.
Chapter 5: Conclusion and Recommendation- In the wake of influencing discourse to part, we
will influence conclusion and afterwards giving suggestion on the part and entire research to
work.
1.8 Time scale:
Activity Duration (in days)
Initiation of the
plan for the
project
30
Establishing
conceptual
framework based
on the studies in
journals and
literatures
10
Preparing the
questionnaire for
the selected
respondents
10
Raising the
questionnaire to
the participants
selected and
collecting
adequate
secondary
qualitative data
10
7

Reviewing and
analysing the data
gathered from the
primary &
secondary source
of data
15
Coming up with
the findings and
analysis and
terminating the
entire research
15
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CHAPTER 2: LITERATURE REVIEW
2.1 Introduction:
This is an important chapter which will be telling and including writing of various
writers, scholars, philosophers and authors who have written in their part on same topic.
Everything must be in connection with our topic which is examining impact of workforce
development on customer service delivery of Pakistan International Airlines. Then at the end, it
will be easy for us to conclude on this part and mentioning about what could be our
recommendations in accordance with subject. In general, four types of literature reviews are
there which could be like exploratory, instrumental and evaluative as well as the systematic one.
So, in this current dissertation, we would be including systematic literature which will be telling
us about what the topic is all about with major focus on questions which we have included at
starting of our work. Under this type, we would be making various themes on basis of which
thematic analysis would be done.
2.2 Workforce development improves customer service delivery for Pakistan International
Airlines.
As per the view of Lee, Kim and Jeon, (2013) workforce development is known as
human resource function which would be helping staff of organisation in acquiring their skills
and knowledge which they would be requiring in all type of organisation. All the functions of
human resource department would be included within this like that of planning, selecting,
recruitment, training, developing and giving incentives or salary to them. While the main
purpose of target would be that of educating, training and developing them so that they are
involving staff in better way and this will be enabling staff to deliver the best form of service to
its customer. This would be playing very important role in the airlines company as well which is
like that of improving productivity of company. It becomes quit important that management of
company is been helping and enabling all employees of company with their work so that they
could be getting best out of all employees. For any service providing company it becomes vital
that they are giving the best quality of service to all customers which they are handling. As
customers are those people who are giving company profits and revenue to company and thus
providing the higher amount of sale.
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