How Can Lufthansa Airlines Improve Their Customer Satisfaction in Comparison with Singapore Airlines - Essay Example

The aim of this research is to ascertain the factors that have an influence on customer satisfaction. The study focuses on the procedure based on which Lufthansa Airlines can improve customer satisfaction as compared to Singapore Airlines in terms of greater sustainability. In this respect, the research emphasizes identifying the reasons that are accountable for customer dissatisfaction based on the study of annual reports of the respective companies and other relevant theories. Service quality is one of the vital factors based on which the airline industry is able to conduct operations in a sustainable manner.

The major challenge faced by the airline industry is to provide excellent service and value to its passengers. The quality of service provided by the business should be in accordance with the demand of the customers with the intention of ensuring utmost satisfaction of customers. Rapid development in the airline industry and the increase in competition in both developed as well as developing economies have made it essential for airline companies to evaluate the services provided by them. Major problems faced by the airline industries are regarding managing the fluctuating demands because of the introduction of various low-cost airlines providing similar kind of services.

Other challenges are maintaining the superior quality of service in order to maintain customer loyalty. According to the annual review of IATA in the year 2014, it has been identified that the airline industry has been performing operations in an effective manner. In 2013, it has been estimated that passengers and cargo of around 3.3 billion and ‘50 million metric tons’ respectively have been transported efficiently. In addition, the industry has been successful in improving the global GDP condition.

The industry is also identified to be serving over 50,000 routes.