PROJECT REPORT

(Submitted for the Degree of B.Com. Honours in Accounting & Finance under
the University of Calcutta)

TITLE OF THE PROJECT

“Upgrading The Overall Consumer Experience In The Airline Industry”

Submitted by
Name of the Candidate: ABHASH RAJVANSH
Registration No.: 017-1111-2008-20
CU Roll No.: 201017-21-0892
Name of the College: THE BHAWANIPUR EDUCATION SOCIETY
COLLEGE
College UID.: 0101200854

Supervised by
Name of the Supervisor: PROF. UJWAL RAICHURA KAKKAD
Name of the College: THE BHAWANIPUR EDUCATION SOCIETY COLLEGE

Month & Year of Submission:

JUNE 2023
Annexure-IA

Supervisor's Certificate

This is to certify that Mr. Abhash Rajvansh a student of B.Com. Honours in Accounting &
Finance from The Bhawanipur Education Society College under the University of Calcutta has
worked under my supervision and guidance for his Project Work and prepared a Project Report with
the title Upgrading the Overall Consumer Experience in the Airline Industry which he is
submitting, is his genuine and original work to the best of my knowledge.

Signature:
Name: Prof. Ujwal Raichura Kakkad
Designation: Lecturer
Name of the College: The Bhawanipur Education
Society College

Place: Kolkata
Date:
Annexure-IB

Student's Declaration

I hereby declare that the Project Work with the title UPGRADATION OF OVERALL
CONSUMER EXPERINCE IN AIRLINE INDUSTRY submitted by me for the partial fulfilment
of the degree of B.Com. Honours in Accounting & Finance under the University of Calcutta is my
original work and has not been submitted earlier to any other University /Institution for the
fulfilment of the requirement for any course of study. I also declare that no chapter of this
manuscript in whole or in part has been incorporated in this report from any earlier work done by
others or by me. However, extracts of any literature which has been used for this report has been
duly acknowledged providing details of such literature in the references.

Signature:
Name: Abhash Rajvansh
Registration No.: 017-1111-2008-20

Place: Kolkata
Date:
 ACKNOWLEDGEMENT

Behind any study, there are a slew of people whose assistance and contributions ensure its
success. I may be forgiven for exclusions because such a list would be excessively long.

I would like to use this chance to thank my guide and offer my heartfelt gratitude to PROF.
UJWAL KAKKAD for her outstanding leadership, oversight, and consistent encouragement
throughout this endeavour. Her blessings, encouragement, assistance, and wisdom from time
to time enabled me to finish this assignment on time.

Finally, I want to express my gratitude to the Almighty, my parents, brother, and friends for
their unwavering support, without which this task would not have been possible

-Abhash Rajvansh
 TABLE OF CONTENTS

SL. NO. PARTICULARS PAGE NO.

Chapter 1 Introduction 1-9

1.1 Background 1-2

1.2 Need of the Study 3

1.3 Literature Review 4-5

1.4 Objectives 6

1.5 Research Methodology 7

1.6 Limitations of Study 8

1.7 Chapter Planning 9

Chapter 2 Conceptual Framework 10-15

2.1 Research Framework 10-11

2.2 National Scenario 12

2.3 International Scenario 13

2.4 Advantages and Disadvantages 14-15

Chapter 3 Analysis And Findings 16-30

3.1 Presentation and Interpretation of Data 16-30

Chapter 4 Conclusion & Recommendations 31-33

4.1 Conclusions 31-32

4.2 Recommendations 33

Bibliography 34

Annexure 35-38
 CHAPTER 1
INTRODUCTION

1.1 BACKGROUND OF THE STUDY

The first ever plane took off on 17th December, 1903. Today, over a hundred and twenty years later,
with 5.5 billion travellers in 2022, the airline business has made an amazing progress.

As the Aviation industry keeps on transforming, carriers have a vital task to carry out. Traveler
numbers are growing, with an ever-increasing demand for service quality. Passengers have various
choices to browse as per their necessities and inclination. Airlines are constantly adopting the
new advancements in technology to separate themselves from their rivals in the market and emerge
as market leaders.

With the development of the Aviation industry, the players have increased, each attempting to
prevail upon passengers by enchanting them through worth and advancement. Meanwhile, passenger
expectation also increases every time he/she takes a flight. Airlines are boosting their game with
innovation and are attempting not only to meet consumer desire but surpass them. Thus, this
1|Page
research is aimed at building up a structure to review customer experience in the Aviation industry
and suggest ways to improve the same. An in-depth analysis has been done on the basis of
information furnished by 101 respondents based on their travel experience in the recent past.

As the way of life is changing, individuals are getting more and more inclined towards travelling.
Lately, travelling has become increasingly sought after with people doing it for leisure, work or
adventure. This has given an extraordinary push to the Airline sector. This industry is experiencing a
powerful move confronting various difficulties which include decreasing expenses, pulling in and
keeping up the demand and so on. This has likewise raised the customer awareness and desire for
quality. Keeping in mind the cut throat competition, positive consumer experience can be one of
the central factors for choosing a specific flight.

With the advancement in technology, companies are now able to gather voluminous information
about travellers. These companies, however, regularly squander this valuable asset with low degree
of incorporation and improper use of data.

In any business fulfilling the client's needs is a crucial objective. In the current competitive scenario,
customer satisfaction is the key. Passenger satisfaction is attained when travellers are provided
benefits equivalent or past the traveller’s desires at a given price point. If the clients are happy with
the food or service that the organization is offering them, they will purchase more or will utilize
benefits consistently. In the study, we seek to gather information on service quality, customer loyalty
and satisfaction in such a way that it creates more authenticity and brings out findings useful for
both passengers and companies.

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1.2 NEED OF THE STUDY

Studying to upgrade your overall experience in the airline industry can provide you with valuable
knowledge and skills that can enhance your career prospects and help you excel in various roles
within the industry. Here are some reasons why studying can be beneficial:

Professional Development: Continued learning and education can help you stay updated with the
latest trends, technologies, and best practices in the airline industry. This can give you a competitive
edge and increase your chances of career advancement. Specialization: Studying allows you to
specialize in a specific area of the airline industry, such as aviation management, airport operations,
air transportation, customer service, or aviation safety. Specialization can make you a sought-after
professional with expertise in a particular domain. Studying provides you with a broader
understanding of the airline industry as a whole. You can learn about various aspects, including
airline operations, marketing, finance, regulations, customer experience, and industry dynamics.
This comprehensive knowledge can help you make informed decisions and contribute effectively to
your organization.

During your studies, you can connect with industry professionals, faculty members, and fellow
students who share a similar interest in the airline industry. Networking can open doors to new
career opportunities, mentorship, and collaborations, allowing you to learn from experienced
individuals and expand your professional network

In summary, studying to upgrade your overall experience in the airline industry can equip you with
the necessary knowledge, skills, and credentials to advance your career, stay ahead of industry
developments, and deliver exceptional performance in various roles.

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1.3 LITERATURE REVIEW

Parasuraman, Berry & Zeithaml (1985) were the first ones to examine service quality. According
to them, it is a general assessment of service and a synoptic assessment of the segments of service.
While quality in tangible goods has been portrayed and estimated by advertisers, quality in service is
to a great extent vague and unsearched. The authors endeavour to correct this by citing data acquired
in a thorough examination of quality in four service organizations and by designing a model of
service quality. Suggestions and proposals to stimulate further research about service quality is
mentioned.

Raj Dutt & Khan (2007) analysed the structure of the Airline industry in India and the
entrepreneurial difficulties that it has hurled. It also talks about the major developments that have
profoundly changed the face of the industry, the general monetary conditions that have profoundly
affected the industry, slow procedure of changing of air administrations, development of new
aircraft, assignment of limit at air terminals and other related issues. Further, it portrays in detail the
new administrative issues hurled by liberalization, as well as measures taken by business people to
solve them. The authors have made an endeavour to determine traveller satisfaction level in the light
of changes presented by flights to decrease flying expenses.

Arora, Bishnoi & Atray (2009) found that due to the increase in income, disposable income
expands leading to a rise in the number of flyers. In India, the travel industry is in the nascent stage.
There are numerous challenges which are being looked by the Indian Aviation Industry yet the
development prospect is high. Government needs to look after the capital and infrastructure
requirements.

Mitra (2010) analysed in her research the significance of good relation between passenger and
airlines. The Airlines Industry today should point not just at providing services to the travellers, but
also at fulfilling the travellers with their services. They ought to know the customer inclination and
ought to bring changes as indicated by that. A portion of the private players are particularly worried
about their travellers while some of them are more price focused to draw in the travellers. Thus,
airlines should be particularly reliant on the service quality at all levels, after and during the journey
in order to make their travellers fulfilled. Clear research has been led with the data being gathered
from 130 respondents.

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Mahajan & Rau (2010) widely focused on consumer loyalty measures and developing business
forms that connect quality with satisfaction. Of late, there has been impressive administrative
enthusiasm for characterizing, estimating, and creating consumer loyalty to address serious
difficulties among businesses. Airlines additionally are experiencing such rivalry. They must
comprehend that consumer loyalty ensures the eventual fate of these companies. In India low cost
carrier industry is experiencing an intriguing period of rivalry.

Archana & Subha (2011) have examined the elements which impact traveller fulfilment. They have
recognized that factors such as safety, seat comfort, cookery and so on have a significant role in the
satisfaction of passengers. They have additionally discovered that satisfaction relies upon
entertainment, which is a significant factor in flying choices of traveller. As indicated by their study,
e-booking, call assistance and reservation/cancellation are the most impacting factors in flying
choices of the travellers.

Wong & Musa (2011) found that aircraft industry has experienced a quick ride in the previous
decade. One of the fundamental improvements in the flight industry is the developing prevalence of
minimal effort aircraft with excellent assistance. The opposition between Malaysia Airlines and Air
Pacific has been vicious considering the price element. Both of them have distinctive client base and
subsequently offer diverse services. It is to be noted that service quality differentiation is the
principle factor to draw in passengers towards them.

Zahari, Salleh, Yasin & Kutut (2011) have expressed that quality of service is the lifeblood of
airlines leading to differentiation and retention in the brains of travellers. Numerous airlines
followed the course of superior service through on ground and off ground service. This research
portrays the response of clients through in- flight meals in order to see the fulfilment level and re
flying goal. Meals not just penances the inboard passengers yet additionally determines flying
desire.

Bhuvaneswaran & Vijayranagam (2013) surveyed the view of travellers who travelled in India's
first affordable carrier, Air India which changed the scene within India. The international carriers
have been carrying on activity in India due to the way that they pull in individuals in India to a great
extent the business and recreational groups. Domestic airlines stayed stale over numerous decades
mainly because of profound bureaucratic arrangements compelled and state hoarded monopoly. The
survey affirms the belief that there exist two different markets, one including those travellers who
pick a full-service flight and those travellers who select an affordable one.
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1.4 OBJECTIVES

The objectives of this research can be enumerated as:

 To evaluate how travelers as of now perceive airlines and its utilization of technology
 To assess what sort of service and technology travelers are willing to utilize
 To examine where airlines are missing the mark with their customer-oriented services
 To propose how airlines can work to enhance the services being offered by them

These objectives are profoundly related and inseparable. They are centered around the three
marvels: service quality, fulfillment, and customer loyalty.

In summary, studying to upgrade your overall experience in the airline industry can equip you with
the necessary knowledge, skills, and credentials to advance your career, stay ahead of industry
developments, and deliver exceptional performance in various roles.

6|Page
1.5 RESEARCH METHODOLOGY

The fundamental concern of this study is to gather essential information and examine respondents to
break down elements associated with consumer experience while using flights. The data is gathered
in such a way that it will have the option to move towards analysis and find actual answers.

Primary Data Questionnaire

Research
Methodology

Secondary Data

Primary Data:

Primary data has been collected using the given tool:

 Questionnaire method- A survey was conducted on a sample of 101 respondents through a

questionnaire designed using Google forms and circulated via social media apps like
WhatsApp in order to enhance the reach of the study.

Secondary Data:

Articles, Research papers, blogs etc. has been used.

Steps or techniques used to identify, select, and analyze information to clearly understanding the
research problem with the help of data or information.

In this study both Primary Data and Secondary Data has been used for carrying out the result.

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1.6 LIMITATIONS OF STUDY

Every study has certain limitations. The following limitations were observed during the research:

1. The primary research has been carried out for a small area and might not be representative of the
whole population

2. Due to the use of questionnaire as data gathering tool, the respondents may not have answered
the questions according to their thoughts and behavior.

3. The methodology for data analysis may not be able to fully assess consumer behavior based on
their travel experience.

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1.7 CHAPTER PLANNING

Chapter 1: Introduction

It deals with managing all the needs and complaints of customers which make the customers
satisfied with the service of the firm and make them brand loyal. The project includes the
upgradation of the overall consumer experience in the airline industry.

Chapter 2: Conceptual Framework

It deals with the conceptual overview of the topic, national and international and advantages of
the topic.

Chapter 3: Presentation, Analysis and Findings

It deals with the analysis and findings for the fulfillment of the objective.

Chapter 4: Conclusion and Recommendations

It draws the conclusion and recommendations. It also includes the limitations of the project and
scope for better research.

This chapter planning framework is just a starting point. It is essential to adapt and customize the
chapters based on your airline's specific goals, resources, and customer expectations. Regularly
review and update your plans to address emerging trends and evolving customer needs

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 CHAPTER 2
CONCEPTUAL FRAMEWORK

2.1 RESEARCH FRAMEWORK

For a greater level of understanding, we must first begin with the fundamentals associated
with the research framework. Therefore, let us first comprehend the terms associated with
consumer experience and subsequently, cover the global and national scenario of the
Aviation industry for further clarity.

SERVICE QUALITY:

To understand the meaning of service quality, let us first define service. According to Philip
Kotler, “A service is an act of performance that one party can offer to another that is
essentially intangible and does not result in the ownership of anything. Its production may or
may not be tied to a physical product.”

According to Gilmore, “quality is the degree to which a specific product conforms to a

design or specification.” Thus, service quality estimates how well a service is provided in
comparison to what consumers expect. Organizations that meet or surpass this are
considered to have superior service quality.

CUSTOMER SATISFACTION:

The idea of customer satisfaction has been a subject of study for quite a long time.
Numerous studies have been undertaken to characterize and show customer
fulfillment/disappointment since Cardozo's (1965) study. The idea has its foundations in
Economics and Marketing. Samuelson (1976) compared satisfaction with the idea of
utility and used the two terms conversely: "as a client you will purchase in light of the fact
that it gives you satisfaction or utility". A person, as indicated by this view, is characterized
as acting rationally if his practices are coordinated towards augmenting his satisfaction or
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utility. As far as marketing is concerned, Dr. Philip Kotler defines marketing as “the science
and art of exploring, creating, and delivering value to satisfy the needs of a target market at a
profit.

CUSTOMER LOYALTY:

According to Dick and Basu, loyalty is defined as a commitment to a brand whether service/
product/ category etc. Customer loyalty ranges from one dimension to four dimensions,
interpreted differently. Due to its widespread popularity, most companies have introduced
customer loyalty programs to reap benefits such as improved communication, customer
appreciation and increased sales.

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2.2 NATIONAL SCENARIO

India’s Aviation industry has emerged as one of the quickest developing industries in the
nation in the past three years. India is presently viewed as the third biggest civil aviation
market on the planet. India has become the third biggest domestic flying business.

Market Size:

Passenger traffic amounted to over 188 million at airports across India in Financial Year
2022, out of which over 22 million were international passengers.

The Government of India has been keen on expanding to accommodate the rising air traffic.
India has conceived expanding the quantity of operational airports to 190-200 by FY40.

Further, the rising interest in the area has pushed the number of planes working in the
division. Starting at July 2018, there were almost 620 planes being operated by scheduled
airline operators in India. The quantity of planes is relied upon to go up to 1,100 planes by
2027.

Investment :

As indicated in information discharged by the Department of Industrial Policy and

Promotion (DIPP), FDI inflows in India's air transport (including cargo) came to US$ 3.56
billion between April 2000- June 2022. The government has 100 percent FDI under
programmed course in booked air transport service, regional air transport service and
domestic airline. The Indian government is intending to contribute US$ 1.83 billion for
improvement of air terminal framework alongside aeronautics route benefits by 2026.

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 2.3 INTERNATIONAL SCENARIO

Utilizing Technological Innovations to Tackle Challenges:

Aircrafts have been fast to bring innovation into customer support, however, new mechanical
advancements in information and tasks are presently altering the movement business.

The biggest domestic aircraft in Russia, S7, has joined hands with a regional bank to change
their ticketing framework to a blockchain arrangement. JetBlue is utilizing facial
recognition at certain places to coordinate TSA and identification documents, while Air New
Zealand is trying the utilization to help with everyday support.

Chatbot is another type of innovation that blasted in 2017 and is generally utilized by
various businesses. On account of the Aviation industry, more airlines are concentrating on
giving AI services to their passengers. For example, KLM has started the utilization of
chatbots into the client venture - the BlueBot (or BB) which takes into consideration clients
to book their carrier tickets through the Facebook Messenger application.

Customizing Offerings:

In 2023, customization is desirable. Flights have seen an expansion in income originating

from premium seat upsells, credited to convey luxury items for those ready to pay more.
Surprisingly, it is speaking to the economy class passengers. British Airways propelled an
unbundled long stretch economy fare in April 2018 that excludes checked things or seat
choice, however travelers can pay to include those additional items. Airlines are additionally
customizing the entire travel experience outside of the flight— priority boarding, lounge
access, local transportation, and hotel or local partner services are becoming more common.

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2.4 ADVANTAGES AND DISADVANTAGES OF UPGRADING THE
OVERALL CUSTOMER SATISFACTION IN THE AIRLINE
INDUSTRY

ADVANTAGES:

There are several advantages to upgrading the overall consumer experience in the airline
industry. Here are some key benefits:

1. Improved Customer Satisfaction: Enhancing the consumer experience can lead to higher
levels of customer satisfaction. By providing better services, amenities, and personalized
experiences, airlines can create a positive impression on passengers, leading to happier and
more loyal customers.

2. Increased Customer Loyalty: When airlines invest in upgrading the consumer

experience, they can foster customer loyalty. Satisfied customers are more likely to choose
the same airline for future travel needs, leading to repeat business and long-term loyalty.

3. Competitive Advantage: In today's highly competitive airline industry, offering an

exceptional consumer experience can provide a significant competitive advantage. Airlines
that prioritize customer satisfaction and go the extra mile to meet passengers' needs are more
likely to stand out from their competitors.

4. Higher Revenue Generation: A superior consumer experience can result in increased

revenue for airlines. Satisfied customers are more willing to spend money on additional
services, such as seat upgrades, in-flight entertainment, and other ancillary offerings. This can
contribute to higher average revenue per passenger and overall profitability.

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DISADVANTAGES:

1. Increased Costs: Implementing upgrades to enhance the consumer experience can be

costly for airlines. Investments may be required in areas such as technology, staff training,
infrastructure, and amenities. These additional expenses could impact the airline's
profitability, especially if the upgrades do not result in a significant increase in revenue.

2. Operational Challenges: Upgrading the consumer experience may introduce operational

challenges for airlines. For example, implementing new technology systems or processes
could lead to temporary disruptions or require significant training for staff. These transitional
periods can impact efficiency and service delivery, potentially causing dissatisfaction among
passengers.

3. Balancing Cost and Benefit: Finding the right balance between cost and benefit can be a
challenge when upgrading the consumer experience. While passengers may desire certain
enhancements, such as more legroom or upgraded in-flight meals, these improvements may
come at a higher cost for the airline. It becomes crucial to assess the return on investment and
carefully prioritize upgrades to ensure they align with customer expectations and financial
feasibility.

4. Maintenance and Upkeep: Upgrading the consumer experience may involve introducing
new amenities or technologies that require ongoing maintenance and upkeep. This can add to
the operational complexity and cost for airlines. Ensuring the continued functionality and
reliability of upgraded features can be a challenge, and any failures or breakdowns could
negatively impact the passenger experience.

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 CHAPTER 3
ANALYSIS AND FINDINGS

3.1 PRESENTATION AND INTERPRETATION OF DATA

Table 1: What do you think about the airline’s customer service in

general?

SCALE FREQUENCY
EXCELLENT 22
GOOD 59
NEUTRAL 16
POOR 3
EXTREMELY POOR 1

Source: Table 1

INTERPRETATION:
Based on the provided data, it appears that the overall opinion of the airline's customer
service is mostly positive. A significant portion of respondents (22%) rated it as excellent,
while a majority (59%) considered it good. The neutral category received a moderate
response (16%), suggesting a fair amount of indifference or mixed opinions. However, there
were relatively few negative ratings, with only 3% rating it as poor and 1% as extremely
poor. Overall, this data indicates that a majority of customers have had a satisfactory or
positive experience with the airline's customer service, although there is room for
improvement to address the concerns of a minority.

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Table 2: Do you use your phone for flight booking purpose?

SCALE FREQUENCY
I always book ticket using my phone 50
I sometimes book tickets using my phone 36
I look into flight data on my phone but never 11
book through it
I never book/search flight on my phone 4

Source: Table 2

INTERPRETATION:

According to the data in Table 2, a significant number of respondents (50%) reported always
using their phone for flight booking purposes. Additionally, 36% mentioned that they
sometimes book tickets using their phone. This indicates a considerable reliance on mobile
devices for flight bookings. However, there is a segment (11%) that stated they only use their
phone to access flight data but do not book tickets through it. A small percentage (4%)
mentioned that they never book or search for flights on their phone. Overall, this data
highlights the popularity and convenience of using phones for flight bookings, with a
majority of respondents utilizing their mobile devices for this purpose.

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Table 3: Has technology made your life simpler in any of these areas?

SCALE FREQUENCY
Looking for flight 23
While check-in 8
Paying for tickets 15
Communication with the airline 6
While checking 2
All of the above 47

Source: Table 3

INTERPRETATION:
Table 3 indicates the areas where technology has made respondents' lives simpler. The
majority of respondents (47%) selected "All of the above," suggesting that technology has
had a positive impact across multiple aspects of their flight-related activities. Among the
specific areas mentioned, looking for flights was selected by 23% of respondents, indicating
that technology has made the flight search process more convenient and accessible. Paying
for tickets was selected by 15% of respondents, highlighting the ease of online payment
methods. Communication with the airline received a 6% response, indicating that technology
has facilitated smoother interactions with airlines. Check-in and checking processes were
selected by smaller percentages (8% and 2% respectively). Overall, this data suggests that
technology has significantly simplified various aspects of respondents' flight-related
experiences.

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Table 4: Which among these is the most important for you while booking
a flight?

SCALE FREQUENCY
Price 44
Duration 21
Airline service 29
Airline brand 4
Loyalty programs 3

Source: Table 4

INTERPRETATION:

Table 4 provides insights into the factors that are most important to respondents when
booking a flight. The data reveals that price is the most significant consideration for the
majority of respondents, with 44% selecting it as the most important factor. This indicates
that the cost of the flight plays a crucial role in decision-making. Duration of the flight was
chosen by 21% of respondents, suggesting that the length of the journey is a significant
consideration for a subset of travelers. Airline service received a notable response, with
29% of respondents considering it as the most important factor, highlighting the importance
of a pleasant and satisfactory experience. A smaller percentage of respondents (4%)
prioritized the airline brand, while an even smaller percentage (3%) valued loyalty
programs. Overall, this data indicates that price, duration, and airline service are the
primary factors influencing flight booking decisions for most respondents.

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Table 5: Would you visit a platform with reviews for airlines to make a
sound choice when booking a flight ticket?

SCALE FREQUENCY
Yes 51
No 8
Maybe 42

Source: Table 5

INTERPRETATION:

Table 5 presents respondents' inclination to visit a platform with reviews for airlines to
make an informed decision when booking a flight ticket. The majority of respondents
(51%) indicated that they would indeed visit such a platform, highlighting their interest in
accessing reviews to aid their decision-making process. However, a small portion (8%)
stated that they would not visit such a platform. This suggests that they either rely on other
sources of information or have different criteria for choosing flights. The "maybe" category
received a substantial response, with 42% of respondents falling into this category. This
suggests a level of uncertainty or a preference for considering multiple factors before
making a decision. Overall, this data indicates a significant interest in utilizing platforms
with airline reviews, although a portion of respondents remain undecided or have
alternative approaches to flight booking.

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Table 6: Which airline do you prefer to most?

SCALE FREQUENCY
Air India 25
Indigo 48
Vistara 21
Go Air 2
SpiceJet 4
Air Asia 1

Source: Table 6

INTERPRETATION:

Table 6 data reveals that Indigo is the most preferred airline among the respondents, with
48% selecting it as their preferred choice. Air India received the second-highest
preference, with 25% of respondents favoring it. Vistara was chosen by 21% of
respondents, indicating a notable level of preference for this airline as well. Go Air,
SpiceJet, and Air Asia received relatively lower preferences, with 2%, 4%, and 1% of
respondents respectively selecting them as their preferred choice. Overall, the data
suggests that Indigo is the most favored airline among the respondents, followed by Air
India and Vistara, while the other airlines have comparatively lower levels of preference.

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Table 7: Were you satisfied with the communication you received before
and during your flight?

SCALE FREQUENCY
Yes, completely satisfied 48
Somewhat satisfied 31
Neutral 17
Somewhat dissatisfied 4
No, completely dissatisfied 1

Source: Table 7

INTERPRETATION:

Table 7 presents respondents' satisfaction levels with the communication they received
before and during their flight. The data indicates that a majority of respondents (48%)
reported being completely satisfied with the communication they received, indicating a
positive experience. A significant portion (31%) mentioned being somewhat satisfied,
suggesting a moderate level of contentment. The neutral category received 17% of
responses, indicating a fair amount of indifference or mixed opinions regarding the
communication received. A small percentage (4%) expressed somewhat dissatisfaction with
the communication. Overall, this data indicates that a majority of respondents had a
satisfactory or positive experience with the communication received before and during their
flight, while a small portion expressed some level of dissatisfaction.

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Table 8: How would you rate the cleanliness and overall condition of
aircraft?

SCALE FREQUENCY
1 7
2 4
3 12
4 45
5 33

Source: Table 8

INTERPRETATION:

Table 8 data reveals that the majority of respondents (45%) rated the cleanliness and overall
condition of the aircraft as a 4, indicating a relatively positive perception. Additionally, 33%
of respondents gave a rating of 5, further reflecting a favorable assessment of cleanliness and
overall condition. A smaller percentage of respondents rated the aircraft at 3 (12%), while
lower ratings of 2 (4%) and 1 (7%) were given by fewer respondents. Overall, the data
suggests that a significant portion of respondents perceived the cleanliness and overall
condition of the aircraft to be good, with relatively few respondents expressing dissatisfaction
or lower ratings.

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Table 9: Did you receive adequate assistance and accommodation for any
special needs or request you had during your journey?

SCALE FREQUENCY
Yes 45
Somewhat satisfied 30
Neutral 22
Somewhat dissatisfied 4
No, completely dissatisfied 0

Source: Table 9

INTERPRETATION:

Table 9 displays respondents' experiences regarding the assistance and accommodation they
received for any special needs or requests during their journey. The data indicates that a
majority of respondents (45%) reported receiving adequate assistance and accommodation,
reflecting a positive experience. A significant portion (30%) mentioned being somewhat
satisfied with the assistance and accommodation provided. The neutral category received
22% of responses, indicating a fair amount of indifference or mixed opinions regarding the
support received. Importantly, no respondents expressed complete dissatisfaction, as the
"No, completely dissatisfied" category received zero responses. Overall, this data suggests
that a majority of respondents had their special needs and requests adequately addressed
during their journey, contributing to their overall satisfaction.

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Table 10: What you prefer an airline which prefer the following forms
of communication?

SCALE FREQUENCY
Clear depiction of additional charges and 30
expenses
Messages from airlines that are more suited 18
to me, my area, and my movement history
Simple booking where I select and pay for 39
the flight and that's it
An account that I use which allows the 12
airlines to assess what messages I want and
not from them
You can get to airline customer assistance 2
utilizing your social media profile

Source: Table 10

INTERPRETATION:

Table 10 data reveals that the majority of respondents (39%) prefer a simple booking
process where they can select and pay for the flight without any additional complexities.
Clear depiction of additional charges and expenses was selected by 30% of respondents,
indicating the importance of transparency in communication regarding pricing. Messages
from airlines that are more suited to the individual's area and movement history received a
preference from 18% of respondents, highlighting the desire for personalized and relevant
communication. An account that allows airlines to assess the preferred messages of the
individual was chosen by 12% of respondents. Only a small number (2%) indicated the
preference for utilizing their social media profile to access airline customer assistance.

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Table11: What you prefer an airline which prefer the following forms of
communication?

SCALE FREQUENCY
Waiting time at luggage drop, check-in and 70
security gates of the airport
Transport alternatives between your 47
destination and the airport
Recommend activities at the arrival location 27
Recommend destinations on the basis of your 20
travel history

Source: Table 11

INTERPRETATION:

Table 11 data shows that the highest preference (70%) was given to receiving information
about the waiting time at luggage drop, check-in, and security gates of the airport. This
indicates that respondents value timely and accurate updates to help manage their time
effectively. Transport alternatives between the destination and the airport received a
preference from 47% of respondents, highlighting the importance of convenient
transportation options. Recommendations for activities at the arrival location were preferred
by 27% of respondents, while recommendations based on travel history were chosen by 20%
of respondents.

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Table 12: How would you rate the friendliness and helpfulness of our
airline staff?

SCALE FREQUENCY
Excellent 24
Good 60
Average 14
Below average 3
Poor 0

Source: Table 12

INTERPRETATION:

Table 12 reveals the ratings provided by customers for the friendliness and helpfulness of the
airline staff. The data indicates that many customers had positive experiences, with 24%
rating the friendliness and helpfulness of the staff as excellent and 60% rating it as good.
Additionally, 14% of customers rated it as average. Notably, no customers rated the
friendliness and helpfulness of the airline staff as poor. Overall, this data suggests that the
majority of customers perceive the airline staff to be friendly and helpful, reflecting positive
interactions and customer service experiences.

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Table 13: Which in-flight amenities or services do you believe would
enhance your overall experience?

SCALE FREQUENCY
Improved meal options 47
Enhanced entertainment system 40
Wi-fi connectivity 48
More iegroom 38
Power outlets or USB 22
Other 5

Source: Table 13

INTERPRETATION:

Table 13 highlights the respondents' beliefs regarding in-flight amenities or services that
would enhance their overall experience. The data indicates that a considerable number of
respondents prioritize improved meal options (47%), emphasizing the significance of diverse
and high-quality onboard dining choices. Wi-Fi connectivity (48%) is also highly valued,
reflecting the desire to stay connected and engaged during the flight. More legroom (38%) is
seen as an important factor for ensuring comfort, while an enhanced entertainment system
(40%) is desired for a more enjoyable journey. Power outlets or USB ports (22%) are
considered essential for device charging. Finally, a small percentage (5%) mentioned other
amenities not specified in the table. Overall, this data suggests that respondents place
importance on meal options, Wi-Fi connectivity, legroom, entertainment, and charging
facilities to enhance their overall in-flight experience.

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Table 14: How likely are you to choose our airline for your future travel
needs?

SCALE FREQUENCY
Very likely 30
Somewhat likely 43
Neutral 23
Somewhat unlikely 3
Very unlikely 2

Source: Table 14

INTERPRETATION:

Table 14 presents respondents' likelihood of choosing the airline for their future travel needs.
The data reveals that a majority of customers (30%) reported being very likely to choose the
airline for their future travel needs, indicating a strong inclination towards selecting the
airline again. Additionally, 43% of respondents mentioned being somewhat likely to choose
the airline, reflecting a positive inclination but with some level of uncertainty. The neutral
category received 23% of responses, suggesting a fair amount of indifference or mixed
opinions regarding future travel choices. A small percentage of respondents (3%) expressed
being somewhat unlikely to choose the airline, while a very small proportion (2%) reported
being very unlikely to choose the airline for their future travel needs. Overall, this data
suggests that the majority of customers are likely to choose the airline for their future travel
needs, with a small percentage expressing some level of uncertainty or unlikelihood.

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Table 15: Did you experience any issues with your baggage, such as delays,
damage or loss?

SCALE FREQUENCY
Yes, and the issue was resolved satisfactorily 45
Yes, but the issue was not resolved satisfactorily 13
No issue encountered 43

Source: Table 15

INTERPRETATION:

Table 15 displays respondents' experiences with baggage issues, such as delays, damage, or
loss. The data reveals that a significant number of respondents (45%) reported experiencing
baggage issues, but the issues were resolved satisfactorily. This indicates that the airline
was able to address and resolve the problems in a manner that met the customers'
satisfaction. However, 13% of respondents mentioned experiencing baggage issues that
were not resolved satisfactorily, suggesting a lower level of customer satisfaction in these
instances. On the other hand, 43% of respondents reported not encountering any issues with
their baggage, indicating a positive experience. Overall, this data suggests that while a
portion of respondents faced baggage issues, the majority had their concerns satisfactorily
addressed by the airline, highlighting the importance of effective resolution in maintaining
customer satisfaction.

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 CHAPTER 4

CONCLUSION & RECOMMENDATIONS

4.1 CONCLUSION

Taking into consideration travellers’ relationship with airlines in India, the survey revealed
not so positive responses based on satisfaction and customer loyalty which ought to be
worrisome for airlines. In any case, there are signs in our study that development can be a
vital differentiator to meet expectations and build lasting relationships.

1. Airlines need to get the fundamentals correct before expanding further on

technology. Part of this implies accessibility and transparency, for example, no
hidden charges like convenience fee. Moreover, airlines should work towards making
the passengers feel important through their communication to avoid commoditization.

2. When it comes to technology, airlines can offer a seaming experience to its

passengers through development of a mobile app which shall eliminate the hassle of
using multiple apps for travel purpose. Although, apps have been developed outside
India but all of them lack adaptability. Hence, an attempt has been made to
incorporate certain features in a single app so as to create a unique experience for
passengers. The features of the app have been further explained in the following
stages:

Pre Post Post

Pre Flight
Journey Flight Journey

a) Pre journey: This includes the time period before a passenger is ready to
leave for airport.

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  Notifications: With the help of Google Map Technology, a
notification will be sent to the passenger so that he/she can leave on
time without any inconvenience.
 Cab services: Airlines may join hands with cab aggregators to permit
travelers to book one based on the car features or the number of
baggage which one is carrying.
 Food Ordering: At the click of a button, passengers would be able to
pre order their favorite meals and have it quickly post check in.

b) Pre-Flight: This begins when the passenger enters the airport and continues
until he/she boards the flight.
 Real time status: As observed in the survey, live alerts including
waiting time at check in, baggage status etc. are most desirable by
passengers. However, it is largely dependent on real time data access
from multiple sources.
 E-boarding pass: Most of the airports in India still do not accept e-
boarding pass. This service, if incorporated, will lead to reduction in
use of papers.

c) Post Flight: This begins when the passenger arrives at the destination and
continues until he/she is ready to leave the airport. As mentioned above,
information regarding baggage transfer, belt number etc. and cab services
would be provided at this stage.

d) Post Journey: This is the last stage of the travelers’ journey. Here, the
traveler would be provided with a list of suggested places/ restaurants/ hotels
etc. nearby so that he/she may explore and choose wisely.

Ultimately, airlines appear to be struggling in terms of customer perception and service

quality. Our survey demonstrates numerous areas where airlines can work upon to provide
better service. Practically, the relationship with the passenger begins much before the
journey begins. All passengers have a Smartphone which empowers companies to stay in
steady contact with them. Moreover, our survey highlighted that more services are desirable
by them. Thus, technology can prove to be a game changer if utilized effectively.

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4.2 RECOMMENDATIONS

To improve the overall consumer experience in the airline industry, here are some
recommendations:

1. Streamlined Booking Process: Simplify the online booking process by providing a user-
friendly interface with clear and concise steps. Make it easy for customers to select flights,
choose seats, add extras, and make payments.

2. Personalized Communication: Use customer data to personalize communication and

offer relevant information. Provide notifications about flight status updates, gate changes, and
baggage information through various channels like email, SMS, and mobile apps.

3. Efficient Check-In: Offer multiple check-in options such as online check-in, mobile
check-in, and self-service kiosks to reduce waiting times at the airport. Implement technology
like biometrics and facial recognition for seamless and secure check-in experiences.

4. Comfortable Cabin Environment: Invest in comfortable seating, sufficient legroom, and

adjustable headrests to enhance passenger comfort. Provide amenities like pillows, blankets,
and entertainment systems with a wide range of content options.

5. Improved In-Flight Services: Enhance in-flight services by offering high-quality meals,

snacks, and beverages, taking into consideration various dietary preferences. Provide
additional amenities such as Wi-Fi, power outlets, and USB charging ports for passengers to
stay connected and charged.

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 BIBLIOGRAPHY

1. Parasuraman, A Parsu & Zeithaml, Valarie & Berry, Leonard. (1985). A Conceptual
Model of Service Quality and its Implication for Future Research (SERVQUAL). The
Journal of Marketing. 49. 41-50. 10.2307/1251430.

2. Dr. Mohammed Naveed Khan, Vipan Raj Dutt, and S.C. Bansal (2007), “Customer
Perceptions and Expectations of Service Quality. A Case Study of Domestic Airline
Industry in India,” Proceeds of 2nd IIMA Conference on Research in Marketing,
January 3-5, 2007. pp. 121-129.

3. Arora, Neha, Bishnoi, K.K. and Atray S. (2010). Indian Aviation: Issues and
Challenges, Indianmba.com, Rajasthan Institute of Engineering and Technology Jaipur,
India

4. Mitra Dipa (2010), A Comparative Study Between Indian Public and Private (Low
Cost) Airlines with Respect to their Passenger Service International Review of Business
Research Papers, Vol. 6, No. 6, p.48

5. https://www.ibef.org/industry/indian-aviation.aspx

6. https://prezi.com/qiler6hbsdto/according-to-philip-kotler-a-service-is-an-act-of-
performa/

7. H.L Gilmore (1974), “Product Conformance Cost”, Quality Progress, June 1974, p.16.

8. https://www.travelweekly.com/Travel-News/Airline-News/Delta-revenue-surges-with-
increase-in-premium-sales

9. https://www.popsci.com/tsa-facial-recognition/

10. https://doi.org/10.1177/0092070394222001

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 ANNEXURE

1) What do you think about the airline’s customer service in general?

 Excellent
 Good
 Neutral
 Poor
 Extremely poor

2) Do you use your phone for flight booking purpose?

 I always book ticket using book ticket using m phone.

 I sometimes book tickets using my phone
 I look into flight data on my phone but never book through it
 I never book/search flight on my phone

3) Has technology made your life simpler in any of these areas?

 Looking for flight

 While check-in
 Paying for tickets
 Communication with the airline
 While checking
 All of the above

4) Which among these is the most important for you while booking a flight?

 Price
 Duration
 Airline service
 Airline brand
 Loyalty programs

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5) Would you visit a platform with reviews for airlines to make a sound choice
when booking a flight ticket?

 Yes
 No
 Maybe

6) Which airline do you prefer the most?

 Air India
 Indigo
 Vistara
 Go Air
 SpiceJet
 Air Asia

7) Were you satisfied with the communication you received before and during
your flight?

 Yes, completely satisfied

 Somewhat satisfied
 Neutral
 Somewhat dissatisfied
 No, completely dissatisfied

8) How would you rate the cleanliness and overall condition of aircraft?

 1
 2
 3
 4
 5

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9) Did you receive adequate assistance and accommodation for any special
needs or request you had during your journey?

 Yes
 Somewhat satisfied
 Neutral
 Somewhat dissatisfied
 No, completely dissatisfied

10) What you prefer an airline which prefer the following forms of
communication?

 Clear depiction of additional charges and expenses

 Messages from airlines that are more suited to me, my area, and my movement history
 Simple booking where I select and pay for the flight and that's it
 An account that I use which allows the airlines to assess what messages I want and not
from them
 You can get to airline customer assistance utilizing your social media profile

11) What you prefer an airline which prefer the following forms of
communication?

 Waiting time at luggage drop, check-in and security gates of the airport
 Transport alternatives between your destination and the airport
 Recommend activities at the arrival location
 Recommend destinations on the basis of your travel history

12) How would you rate the friendliness and helpfulness of our airline staff?

 Excellent
 Good
 Average
 Below average
 Poor

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13) Which in-flight amenities or services do you believe would enhance your
overall experience?

 Improved meal options

 Enhanced entertainment system
 Wi-fi connectivity
 More iegroom
 Power outlets or USB
 Other

14) How likely are you to choose our airline for your future travel needs?

 Very likely
 Somewhat likely
 Neutral
 Somewhat unlikely
 Very unlikely

15) Did you experience any issues with your baggage, such as delays, damage
or loss?

 Yes, and the issue was resolved satisfactorily

 Yes, but the issue was not resolved satisfactorily
 No issue encountered

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