Pakistan International Airlines - Case Study Example

This report aims to research the main reasons behind the customer service issues in PIA that have been a constant source of not satisfying customers properly. Having traveled by PIA more than once, I have myself been subject to a few customer service issues, the details of which will be presented later on in the paper. The research discusses some of the concepts in literature pertaining to customer service standards and links them to PIA's existing standards; and analyses the areas where there is a gap between the two.

In the fast-paced world of today where technology is the dominant factor, it is essential for businesses to retain their customers in order to grow and expand. PIA, however, has not been emphasizing upon this idea until late. The attitude of PIA, at least on the forefront, leads its customers to think otherwise. The purpose of this research paper is to identify the customer service issues faced by PIA customers while traveling by the airline. It is important for the PIA management to realize and focus on the specific issues that have been a regular factor in causing negative perception of PIA in the minds of its consumers (Anthony, Steven & Quinn, 2009).

It is necessary for PIA to identify these issues and establish ranks; and accordingly identify the most important issues that are the biggest contributors to negative customer satisfaction. Only then can PIA modify its operations in terms of better training and address the issues in order to generate higher positive reviews from customers. The research will focus entirely on the customer perspective and will seek to identify the root causes, according to them of the problems that they face when travelling by PIA.

Research QuestionThe research question for this paper should focus on the customer and their feelings regarding PIA service. Thus the research question is:"What are the most important issues causing the greatest disappointment amongst the international customers of Pakistan International Airlines"The paper is focused on identifying the issues of international passengers since it is not possible to include the views of domestic passengers for the scope of this study. Furthermore, the airline industry has become highly symmetrical in that the domestic and international services do not have much of a difference.

Issues identified in the international arena will also be present, to a certain extent, in the domestic travel. Thus, it is important to address international issues and identify the root causes of these issues so that they can be addressed. Marketing experts would advise a research question aimed at getting the most out of the customer regarding the root causes of the problems rather than the problems itself (Etzel, Walker, Walker & Stanton, 2000). Thus the research question will be accompanied with a survey aimed at finding out root