Analysis of Nigerian Airline Industry through the SERQUAL Dimensions - Research Paper Example

Journal Article Analysis: Airline Industry Name Institution Name Date A Brief Background of the Articles The airline industry is a service business even though there are minor products within the product portfolio. The passengers require food/beverages but also intangible products to fulfill their different requirements especially on the comfort of the journey. The common method used to analyze the airline industry is through the SERQUAL dimensions. The components of SERQUAL dimensions include tangible, reliability, responsiveness, assurances and empathy. The different airlines apply these variables differently resulting in different outcomes. In addition, numerous researches have been conducted to advance the requirements of understanding the services and expectations of the passengers. For example, customer perception and expectations should be analyzed in determining any strategic initiative for any organization. The following articles presents SERQUAL dimensions and its variants, has it applies to the airline industry. The concentration was on seven articles while the rest of the articles were used to expound on the ideas and requirements of the study. The Scope and Objectives of the Articles Numerous researches and studies have been conducted to advance the reasons contributing to decision making and consequences of certain strategic decisions (Jain & Gupta, 2004). Carrying out a primary research and the use of secondary research informs provides important information regarding a given issue (Park, Robertson & Wu, 2004). In many of the research articles, the basis of the research is defined based on the scope and objectives of the articles. Chikwendu, Ejem & Ezenwa (2012) studied the Nigerian Airline through evaluation of the service quality. Chikwendu, Ejem & Ezenwa (2012) objectives were to determine the constituents of service variables, the satisfaction of the customers, and recommend strategies and suggestions to promote the satisfaction of the passengers. The purpose of the research is to seek information on better strategies to advance the requirements of the passengers Chen, C. F. (2008. The aspect of decision-making is important to the airline industry. The objective of Huang (2009) study was to address passengers’ decision-making process in choosing an airline. The conceptual model that the author employed incorporated the behavioral intentions, perceived sacrifice, satisfaction, airline service quality, and service value. Ofori–Okyere & Pearl-Kumah (2014) objective of the study was to illuminate on the delivery of satisfied services. The study targeted the Ghanaian airline industry and created a framework to investigate SERQUAL dimensions. Nejati, Nejati & Shafaei (2009) study reviewed the service quality factors in Iranian society. The purpose of the study is to rank the services resulting in the introduction of a fuzzy TOPSIS model. It illustrates that understanding the variables influencing the behavior and decision making of the passengers can elicit an array of approaches to creating frameworks to fulfill the stated requirements (Park, Robertson & Wu, 2004). The relationships of numerous parameters that contribute to passengers’ satisfaction have been extensively researched (Brady, Cronin & Brand, 2002). Kenan & Yıldırım (2012) objectives of the study were to determine the relationship between service quality perceptions and passengers’’ service quality expectations. Moreover, the study was premised on different socio-demographic characteristics. Therefore, the objective was to determine the influence of socio-demographic characteristics in passengers’’ perceptions relative to expectations. Moreover, Lerrthaitrakul & Panjakajornsak (2014) study aimed at examining the relationship between post purchase behavioral and the five dimensions of service quality. The five dimensions are tangible, reliability, responsiveness, assurances and empathy. A completely different approach was the study of anxiety and other psychological/behavioral factors. Kouhpaei (2011) discusses the anxiety caused when the passengers are in the air. The author presents simple mechanisms and approaches in engaging with the passengers and reducing their anxiety. The purpose of the study is to advise the airline companies on strategies to reduce passenger anxiety. Methodology Followed in Collecting Information Numerous forms of methodology exist, but the determination of the appropriate methodology is premised on the objectives and expected results (Nicolini & Salini, 2006). It is important for the research to choose the appropriate methodology including the sample size and instrument of measurement. Chikwendu, Ejem & Ezenwa (2012) research used a structured questionnaire to collect information on the passenger’s perception of Nigerian Airline. The SERVQUAL model was employed in analyzing and determining the service quality gaps between the services attributes perception and customer’s expectation. On the other hand, Huang (2009) used a questionnaire to collect the information to be used in the study. The information was analyzed based on two modeling approaches. The approaches are importance-performance analysis (IPA) and structural equation modeling (SEM). The questionnaire was distributed to 700 passengers who had undertaken a flight not less than 18 months prior and 602 questionnaires were appropriately filled. In the Kenan & Yıldırım (2012) study, a questionnaire was used to collect the information. The respondents were passengers at Sabiha Gokcean Airport in Istanbul. Twenty-two items were highlighted in the questionnaire, which were later analyzed through the use of SPSS program: sixty-three respondents participated in the study. The questionnaire was a common instrument used to collect most of the information, but other authors employed a collection or different approach even though it is associated with a questionnaire. Kouhpaei (2011) used qualitative approach through conducting a literature review to understand the variables, which contributes to customer satisfaction and quality of service. Lerrthaitrakul & Panjakajornsak (2014) used a seven-Likert-type online questionnaire and data from 425 experienced passengers were gathered. The study targeted the low-cost airlines in Thailand: the three low cost used in the study were oriented Thai, Thai Air Asia and Nok Air. The link to the questionnaire was posted on Thai popular review websites and airlines’ Facebook. Ofori–Okyere & Pearl-Kumah (2014) used a mixed method technique in fulfilling the requirements of the study. The technique includes quantitative and qualitative techniques to improve the effectiveness of the research study. Four hundred and fifty questionnaires were filled after been distributed to three airlines passengers. The airlines are Star Bow, Fly 540 and Antrak Air. Nejati, Nejati & Shafaei (2009) collected information from the University of Tehran graduate students. The Fuzzy TOPSIS approach was employed to accomplish the requirements of the study. The respondents were required to fill a questionnaire in highlighting their respective views. Major Findings of the Articles The different approaches, samples and area of study were important in determining whether the relationship between the collected and analyzed information existed (Wong & Musa, 2011). The data collection instrument including the framing of the questions and analyzing the obtained information informs on the nature of the results (Chen, 2008). Chikwendu, Ejem & Ezenwa (2012) found out that the Nigerian Airline exhibited good service quality in technical dimension, responsiveness and empathy but lacked tangible dimension needs and reliability. Therefore, the Nigerian Airline has to work to improve on tangible dimension needs and reliability. Moreover, Huang (2009) findings on SEM indicate the service value is integral since it is able to influence the behavioral intention. In addition, the IPA outcome indicated that responsiveness was integral in service quality. Safety and behavioral related factors also were shown as important. Kenan & Yıldırım (2012) study indicated that safety and prices were important in determining the airline to be used. In the Turkish Airlines, customer perceptions and expectations were the same but for the other airlines were different. Therefore, the communication and customer engagement reflects the actual scenario. Such relations are different from other airlines as indicated in the study (Kenan & Yıldırım, 2012). Kouhpaei (2011) found out that quality service is important in fulfilling the requirements of the customers. The assurance at the airplane door or the voice of pilot in the intercom reduces anxiety. Therefore, basic approaches advance the requirements of customer satisfaction, which contributes to the generation of additional revenues and benefits to the airline. The components of quality services are informed of the behavioral intentions of the passengers (McIvor, O'Reilly & Ponsonby, 2003). Lerrthaitrakul & Panjakajornsak (2014) study showed that empathy, reliability and assurance were important factors in influence passengers post behavioral purchase intentions. The behavioral intentions shaped the perception and behavior of the customers in subsequent purchases. Ofori–Okyere & Pearl-Kumah (2014) found out that the services of the Ghanaian airlines lack in fulfillment of the passenger’s expectations. The featured airlines did not address the components of SERVQUAL model. Moreover, the findings indicate that the airlines have not created mechanisms to support the requirements of passenger satisfaction. In addition, Nejati, Nejati & Shafaei (2009) found out that from the eyes of the Iranian passengers, the following are important components of service provision. The components are the availability of services through e.g. 24/7, the appearance of the flight crew and flight safety. In addition, the results indicate that the passengers preferred air travel compared to other means of commuting. These views are completely different because the targeted sample was students. It can be argued that the perspectives and views of the students may differ based on socio-demographic factors. Implication for Services Marketing Theories and Practices The numerous studies and views of the articles advance the requirements of service marketing theories and practices. Chikwendu, Ejem & Ezenwa (2012) study presents ideas and approaches to improve the customer satisfaction. Chikwendu, Ejem & Ezenwa (2012) recommends that managers have to create strategies to advance the requirements of reliability and tangible dimension. Moreover, frequent surveys have to be undertaken to ensure the customer satisfaction is improved. The behavior and expectations of the passengers can shape the decision-making processes and other fundamentals, which contributes to decision making. According to Huang (2009), responsiveness and service value are important in decision-making and determination of the airline. Customer behavior and engaging the customer behavior improves the perception of the airline company. Furthermore, Kenan & Yıldırım (2012) research presented the relationship between perceptions and expectations. It indicates that managers have to ensure what the passenger perceives is what the passengers really expect. The marketing strategy should reflect the internal capability of the organization relative to service provision. According to Kouhpaei (2011) passengers becomes anxious when they enter into a plane and reduction of the anxiety is important. Managers have to train and develop the airline personnel on appropriate strategies to advance the requirements of the airline. For example, assuring the passengers and welcoming the passengers are among the alternatives, which airline industry can advance in engaging the passengers. Furthermore, the quality of the services is important and the more the quality, the better the revenues to the airline. In addition, a satisfied customer becomes loyal to the airline reducing the costs of engaging the passengers; for example, a loyal passenger can market the airline through the word of mouth. Even though there were negative implications on Nejati, Nejati & Shafaei (2009) research since they considered the graduate students are limiting the implications of the study. The research advances the requirements of safety and the first image of the crew. It indicates that anxiety can be seen as a problem and corrective measures such as safety and assurance can advance easily the requirements of the passengers. Therefore, the management of the airlines should continue reviewing the requirements of safety and safety assurance to increase the number of passengers. Lerrthaitrakul & Panjakajornsak (2014) illustrates the importance of influencing post behavior intentions of passengers. Consumer behavior develops based on numerous variables and marketers have to understand the behavior of the customers. For example, providing quality service through assurance and empathy means that the passenger will acquire further services from the airline. However, some airlines do not appreciate aspects associated with customer satisfaction. For example, according to Ofori–Okyere & Pearl-Kumah (2014), the three Ghanaian airlines lacked fundamentals of passenger satisfaction. The passengers are not satisfied because the airlines have not incorporated the values of SERQUAL model in the airline operations. Understanding the requirements of the customers and creating a product or service, which address the problem is the first step in creating a lasting relationship with the customers. Customers have different needs and want to mean that different variables are required. For example, one passenger may appreciate reliability another may appreciate the empathy. Since the requirements of the customers are not the same, the manager and leader should ensure all the variables are provided accordingly. In addition, frequent engagement with the customers and immediate review of their complaints and suggestions are among available means to advancing the requirements of the customers and also the airline. Hence, a broad framework should be employed in advancing the requirements of the passengers and the airline. Conclusion The airline industry is a demanding enterprise because of nature of operations and other fixed cost related requirements. For example, planes have to fly based on the time schedule even if the plane is not fully booked. It means that satisfaction of the customers is integral in ensuring the airline generates revenues. The best approach is championing the five variables commonly associated with customer satisfaction. The variables are tangible, reliability, responsiveness, assurances and empathy. These are common factors, which the industries have to address and formulate strategies to champion these fundamentals. The airline industries have to reduce the cost of operations especially because of the demanding requirements of the airline industry including competition. It requires the different industries to determine the ways in which it can implement the components of SERQUAL model. It is important to note that these numerous variables are sometimes sector-specific, and it is imperative for the airline industry to fulfill the expectations of the customers. For example, some airline industry concentrates on some of the components if the SERQUAL model, which makes the entire process ineffective. Therefore, the best strategy is to ensure the relevant stakeholders create an environment of advancing SERQUAL model variables. For example, it is important to compare the passenger perceptions and expectations. Any conflict arising from such situation may affect the airline. For instance, if the perception and expectations do not match, it means that conflicts and misunderstanding may arise. The marketers will be forced to engage the passengers to do damage” control. However, if the management of the airline had implemented effective strategic measures premised on SERQUAL model, such complications would be absent. Therefore, understanding the variables is the first step, and streamlining the services is the second approach to creating a lasting image of an airline. In the airline industry, numerous factors can be used to advance customer satisfactions. Any strategy that an organization takes is aimed at influencing customer behavior. The expectation is not only requiring the passengers to purchase the service but also to purchase or influence purchasing of the services. For example, anxiety is a problem and not airline specific but industry specific. If all the airline organizations reduce anxiety, it may result in more people seeking the services of airlines. Therefore, some of the quality satisfaction approaches can be specific to an airline while others are important for all the airlines. Nevertheless, it is imperative to understand and create measures to advance customer satisfaction to reducing costs e.g. the need for marketing, and to generate additional revenues e.g. repeated purchase. References Brady, M. K., Cronin, J. J., & Brand, R. R. (2002). Performance-only measurement of service quality: a replication and extension. Journal of business research, 55(1), 17-31. Chen, C. F. (2008). Investigating structural relationships between service quality, perceived value, satisfaction, and behavioral intentions for air passengers: Evidence from Taiwan. Transportation Research Part A: Policy and Practice, 42(4), 709-717. Chen, C. F. (2008). 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