Introduction

Background of the study: -

Why Service Marketing?

Services include all economic activities whose output are not a physical product, are
generally consumed at the time it is produced, and provide added value in forms that
are intangible concerns of its purchaser.
Philip Kotler has defined Service Marketing as:

“Any act or performance that one party can offer to another,

that is essentially intangible and does not result to the
ownership of anything. Its production may or may not be tied
to a physical product.”

Service Marketing Triangle

Company

Internal Marketing
External
– Enabling Promises
Marketing

– Making Promises

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CustomersProducer
Producer Keeping Promises
– Interactive Marketing Customer

The services marketing triangle shows the 3 interlinked groups that work together to
develop, promote and deliver services. Between the three points of triangle there are
three types of marketing that must be successfully carried out for a service to succeed
– external and interactive marketing. All these activities resolve around making and
keeping promises to customers. For services all three types of marketing activities are
essential for building and maintaining relationships with customers.

External Marketing – Making Promises

Through its external marketing efforts a company makes promises to its customers
regarding what they can expect and how it will be delivered.

Interactive Marketing – Keeping Promises

This is the most critical type of marketing activity from the customers’ point of view.
Interactive marketing occurs in the moment of truth when the customers interact with
the organization and the service is produced and consumed. Promises are kept or
broken and the reliability of service is related every time the customer interacts with
the organization.

International Marketing – Enabling Promises

Service providers must have the skills, abilities, tools and motivation to deliver. They
must be enabled. Promises are easy to make but unless provided with tools and
rewards for good service, the promises may not be kept. This is important as the
employee satisfaction is linked with the customer satisfaction.

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 Synopsis

Statement of the Problem: -

Nowadays, the passengers have more options to travel by preferable airlines.

So success to meet needs and expectations is assumed to be the result in satisfaction
with the service. Jet Airways, today, recognize that it can compete more effectively by
distinguishing itself with respect to service quality and improved customer
satisfaction. Jet Airways would like to know passengers whether they have been
satisfied by the quality and service of Jet Airways. So the study of customer
satisfaction has been conducted.

Objectives of the Study: -

The objectives of the study are as follows: -

1. To find out customer satisfaction and expectation towards Jet Airways.

2. To find out agencies' opinion about the customer satisfaction towards Jet
Airways.
3. To determine the satisfaction level of Jet Airways passengers.
4. To know about the operation of the Jet Airways.

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 5. To know the customers' reaction to the company's service.
6. To know how to make successful service towards the customer satisfaction
and expectation.
7. To find out how to improve the service quality and get rid of sources of
dissatisfaction to make the customers satisfy.
8. To maintain the customer satisfaction to be the delighted customer.

The ultimate goal of the study is to find out the actual customers satisfaction
level and in turn to convert non – satisfied customers and satisfied customers into
satisfied customers and delighted customers, respectively.
Need for the Study: -

Whether the buyer is satisfied after purchase depends on the offer performance in
relation to the buyers’ expectations. If the performance falls short of expectations, the
customer is dissatisfied. If the performance matches the expectations, the customer is
satisfied. If the performance exceeds expectations, the customer is highly satisfied or
delighted.

Now companies are aiming to delight the customers because customers who
are just satisfied still find it easy to switch when a better offer comes along. Those
who are highly satisfied are much less ready to switch to other companies. Delight
creates an emotional bondage with the brand.

The need for this study is to know whether their using the airline’s services
satisfies the customers, whereas customer satisfaction or delight depends on the
service quality.

Scope of the Study: -

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 The scope of the study is to judge the satisfactory level of Jet Airways' service
quality whether the passengers are satisfied. Moreover, to find out the factors that
make the customers dissatisfy. Therefore, to convert unsatisfied customers to satisfied
customers and maintain satisfied customers up to be delighted customers is the goal of
the study.

Expected Contributions: -

1. To maintain the good service quality and improve the unsatisfactory service
which is toward the customer satisfaction and expectations.
2. To create a good image to the customers.
3. To create customer retention.
Limitation of the Study: -

1. The survey is conducted in Bangalore city only.

2. Due to time constraint, sample size for passengers and agencies was
restricted to 50 and 10 respectively.

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 Company Profile

Historical Background of Airline Industry

Seven decades have passed since the late JRD Tata, better known as the father of civil
aviation in India operated the first ever flight of a scheduled air service. Tata Airlines
was founded in 1938 and operated under this name until nationalization in 1953, when
it was renamed Air India International and later; Air India.

The Air Corporation Act of 1953, led to the formation of two airlines – Air
India and Indian Airlines, the former designated as the country’s international airline
while Indian Airlines operated on domestic routes. The liberalization of the economy
in the 1990’s allowing private airlines to operate as Air Taxi Operators saw five major
airlines come into existence. By 1997, only two airlines remained operational, Jet
Airways being of one of them.

Jet Airways has become a success story in the Indian Aviation Industry and is
one of the fastest growing airlines in the world. Jet Airways was set up with the
objective of becoming the most preferred domestic airline in the country, by
providing superior quality and reliable air travel in India.

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 A high percentage of the domestic air traffic comprises business travelers.
Therefore, Jet Airways’ focus from the very beginning was to emerge as the
“Businessman’s Preferred Airline.”

Today, it is a matter of pride that Jet Airways is widely recognized as “India’s

Best, World – Class Domestic Airline.” This has led to a product and service that
aimed at world – class norms, beginning with the choice of aircraft itself.

“Jet Airways”
History of Jet Airways

Jet Airways began its operations on May 5, 1993, with the first flight,
Ahmedabad – Bombay (AHM – BOM 737 – 9W 322). The fleet started with 4
Modern Generation Boeing 737 – 300 aircraft with an objective of being the most
preferred airline in India that would upgrade the concept of domestic airline to world
– class standards.

Since May 1993, Jet Airways has systematically and continually inducted
modern generation aircraft, and was the first to operate the B737 – 400, B737 – 500,
in India, after their launch across the United States.

Jet Airways was also the first to fly the ATR 72 – 500 aircraft in 1997 in
India. This has enabled Jet Airways to offer better connectivity and reliable air links
to interior cities and towns. Seven months later Jet Airways became the first airline to
fly the 737 – 900 and also the first to fly the 737 – 700. Today, Jet Airways has one of
the youngest aircraft fleets in the world with an average age of around 3 years.

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 The facilities of Ansett (Australia) were used for the training and conversion
of Jet Airways pilots and engineers. To help Jet Airways achieve world – class norms
in service, Speedwing (a British Airways Subsidiary) assisted Jet Airways in
conducting a program on Customer Service Excellence for staff across functions at all
levels.

To ensure accurate and efficient reservation systems, Jet Airways tied up with
and is co – hosted with SABRE – one of the world’s best reservations systems, which
was initiated with the launch of the first flight. Within 3 months of running
operations, Jet Airways also became an associate member of IATA, a party to the
IATA Multilateral Interline Agreement and a member of the IATA Clearing House.

Today Jet Airways operates over 250 flights daily to 41 destinations within
India and provides over 22,000 seats per day. Passengers have a choice of multiple
frequency flights between the metros. Same day returns flights make it possible to
even conduct just half a day’s business in a distant city.

Thirty – six millions passengers have flown Jet Airways in the last 10 years.
This has not only contributed to international and domestic tourism within India but
has also provided employment opportunities to a large segment of people.

Building a highly skilled and motivated team of professionals at all levels has
played a key role in delivering world – class service. Both on ground and in the air,
Jet Airways’ product and service standards have been benchmarked against the best
internationally. In recognition of this, several global and national awards and honors
have been conferred on the airline. Jet Airways has also received the ISO 9001:2000
certification for its in-flight services, a rarity in the aviation industry.

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 Jet Airways is also committed to the areas of corporate and social
responsibility. The airline supports a variety of social causes, one of which is the
Magic Box initiative. This is an in – flight collection program undertaken by Jet
Airways since 1997 to facilitate the welfare activities undertaken by Save The
Children India (STCI), an NGO dedicated to empowering the under – privileged,
especially women and children across the country through health and education based
initiatives.

The Jet Airways “Magic Box” collection has assisted in the setting up of
SPARSH, a special care center for the mentality challenged children and hearing
impaired, starting comprehensive school programs for the under – privileged children,
adopting a Municipal School and contribution to the Gujarat Earthquake
Rehabilitation program.

1993 – 2003, a decade that has seen Jet Airways transform civil aviation in
India. An airline, that has done India proud for ten years and is firmly established as
the preferred domestic carrier of the country.

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 JET AIRWAYS TIMELINE
(DOMESTIC AIRLINE 1993 – 2003)

Years EVENTS

1992 Jet Airways (India) Limited was founded by Mr. Naresh Goyal a Non
– Resident Indian.
1993 May 5, Jet Airways started operation in India with the 737 – 300
series of aircraft.
1993 – 94 4 aircraft Boeing 737 – 300 leased from Ansett Worldwide Aviation
Operations: 28 daily flights, 12 destinations with market share of
6.6%.
1994 April, two more Boeing B737 – 400s were acquired. Fleet of 6
Operations: 39 daily flights, 14 destinations. Frequent flyer Program
(Jet Privilege).
1994 – 95 Jet Airways had increased its market share to an estimated 11%.
1995 14th January, Jet Airways was granted scheduled airline status and
operating permit.
1998 Air Transport World, one of the world’s leading aviation magazines,
stated that Jet Airways was the fastest growing airline in the world. In
May, the airline introduced late night flights on the Mumbai – Delhi
sector and branded it “Night Saver”.
1998 – 99 The B737 – 300s were phased out in, followed by the B737 – 500
aircraft.

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1999 Jet Airways was the first airline in the country to introduce a three –
tier frequent flyer program.
2001 The first private airline in India to have its own full flight simulator
and flight-training device.
2002 Prestigious TTG Travel Award for the Best Domestic Airline in Asia
Pacific.
2003 Over 250 flights to 41 destinations. Average age of fleet is around 3
years, making the fleet youngest in its size segment.
2003 May 5th, First airline in Southeast Asia to induct the Boeing 737 –
900.

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Mission of Jet Airways

Jet Airways has firmly established its corporate mission statement, to be the
most “Preferred Domestic Airline in India” and “achieve this pre – eminent position
by offering a high quality of service.” It was to make the world look up to the Indian
skies. Jet Airways wants to set a global example for domestic travel. There are 4
missions of Jet Airways as given below:

1. Jet Airways will be the most preferred domestic airline in India. It will be
the automatic first choice carrier for the traveling public and set standards, which
other competing airlines will seek to match.

2. Jet Airways will achieve this pre-eminent position by offering a high quality
of service and reliable, comfortable and efficient operations.

3. Jet Airways will be an airline, which is going to upgrade the concept of

domestic airline travel - be a world - class domestic airline.

4. Jet Airways will achieve these objectives whilst simultaneously ensuring

consistent profitability, achieving healthy, long-term returns for the investors and
providing its employees with an environment for excellence and growth.

Achievements

Jet Airways aims at excellence in all areas of service, and has been credited
with many aviation innovations to achieve complete customer satisfaction and the
highest standards in everything. From the maintenance of Jet Airways fleet to
customer satisfaction, from security to service – both in-flight and on the ground, the
achievements have set benchmarks. Jet Airways has always set high standards for

12
itself, take a look at some of the reasons that make itself as “India’s favorite
domestic airline”.
Achievements so far

Since the commencement, Jet Airways has achieved the status of the largest private
domestic airline in India. The figures speak for themselves: -

 From 4 aircraft in 1993-94 to 41 aircraft in February 2003;

 From 12 destinations in 1993-94 to 41 destinations in February 2003;
 From 24 daily flights in 1993-94 to over 250 flights in February 2003.

In the process, Jet Airways has carved out a market share of over 46% (estimated
2002 -2003).

Jet Airways emphasis on technology and on time performance is one of the

key factors of airline’s spectacular success. Jet Airways flies Modern and Next
Generation aircraft and maintain a young aircraft fleet (with an average age of 3 years
as on March 2003), making airline as one of the youngest fleet in the world.

Jet Airways operates over 250 flights daily to 41 destinations across the
country. The rapid expansion of the route network has earned airline the prestigious
Air Transport World Award 2001 for Market Development and the “TTG Travel
Award 2002” for Best Domestic Airline. Jet Airways was the first airline in India to
receive the World Travel Market Global Award, the world's premier global travel
event in London. Jet Airways has also won the prestigious H&FS Domestic Airline of
the Year Award four times, with the latest award in 2001. And Citibank Diners Club
has chosen Jet Airways as India's best domestic airline for excellence in service
besides consistently winning other; awards for excellence in service.

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 Jet Airways also prides in having the youngest fleet of aircraft in India,
consisting of the modern 737 – 400/700/800 and the ATR 72 – 500 and on having an
unbeatable record of on – time flights and providing world – class frequent flyer
benefits to its customers, through Jet Airways alliances with British Airways, KLM
Royal Dutch Airlines and Northwest Airlines.

Jet Airways strives to provide service of the highest standard to customers,

both on ground and in – flight. Jet Airways is proud that it is one of the few airlines in
the world to receive the ISO 9001 certification for in – flight services.

Apart from the various innovations launched by Jet Airways in the history of
Indian Aviation, Jet Airways also continues to be a responsible corporate citizen.
Fleet Facts
Jet Airways' current fleet consists of B737 New and Next-Generation aircraft and the
modern turbo-prop ATR72-500 aircraft. CFM 56 engines power all the Boeing
aircraft while the ATR aircraft are powered by Pratt and Whitney 127 engines. The
average age of the fleet is 3 years making Jet Airways the operator of the youngest
aircraft fleet in Asia.

Jet Airways modern fleet of aircraft.

Aircraft No in Service
B 737 - 900 01
B 737 - 800 13
B 737 - 700 12
B 737 - 400 08
ATR 72 – 500 08

Total No. 42

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 Research design

Purpose: -

“Everyone knows what satisfaction is, until asked to give a

definition. Then, it seems, nobody knows.”

Richard L. Oliver quotes this sentence. This is the reason and purpose why this
project report has been conducted. Before going beyond to do the research, I have
referred the textbooks, journals, and articles from many sources. Through textbooks I
got the broad idea about what the customer satisfaction is, and how and whether the
importance is influenced to the today’s business in airline industry.

Methodology: -

After knowing the purpose, next step was methodology. Collecting and gathering the
data was the first thing, which was done. From many textbooks, articles, journals and
Internet Web Site information was collected for this project report as below: -

 Service Marketing: Integrating Customer Focus Across the Firm

(2003) by Valarie A. Zeithaml and Mary Jo Bitner.
 Service Marketing (1999) by Roland T. Rust, Zahorik J. Anthony and
Tinothy L. Keiningham.

 “Gaining Altitude” from the Economics Times Bangalore on 5th

June 2003, pp.8 – 10.

15
  “10 years of service and growth” from Jetwings Magazine, vol.3, May
2003, Issue 5, pp.16 – 30
Internet Web Site: -
 www.jetairways.com
 www.servicemanagement.com

After these materials were collected, they were analyzed in points to do the report
project.

Conclusion: -

From the gathered data, it is shown the importance of customer satisfaction and how it
can link to delighted customers. The benefits derived from the literature review are as
follows: -
1. It can help us to understand concept of the topic, which has been done.
2. Many ideas guide us how to do and analyze the project report.

16
 Conceptual Framework
“Definition of Customer Satisfaction”

Everyone knows what satisfaction is but when they are asked to give a definition. It
seems nobody knows.

From the previous sentence, Richard L. Oliver expresses the definition of satisfaction
as given below.

“Satisfaction is the consumer’s fulfillment response. It is a

judgment that a product to service feature, or the product
or service itself, provides a pleasurable level of
consumption – related fulfillment.”

Satisfaction is the customers’ evaluation of a product or service in terms of whether

that product or service has met their needs and expectations. Failure to meet needs
and expectation is brought to dissatisfy with the product or service.

Factors Influence Customer Satisfaction

• Product and service features

• Consumer emotions
• Attributions for service success or failure
• Perceptions of equity or fairness

17
Product and Service Features

Customer satisfaction with a product or service is influenced significantly by

the customer’s evaluation of product or service features. Research has shown that
customers of services will make trade – offs among different service features (price,
quality and etc), depending on the type of service being evaluated and the criticality
of the service.

Consumer Emotions

Actually, there are 2 types of emotion that are given below: -

 Positive emotions 

 Negative emotions 

The emotions can be stable, pre – existing emotions e.g. mood state or life
satisfaction. For example, when you are on vacation or at a very happy stage in your
life, good mood and positive frame of mind has influenced, you will respond
positively to that service.

Attributions for Service Success or Failure

Attributions – the perceived causes of events – influence perceptions of

satisfaction as well. When the customer has been surprised by an outcome (the service
which is better or worse than expected), customers tend to look for the reasons and
their assessments for the reasons can influence the satisfaction.

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Perceptions of Quality or Fairness

Always, customers will ask themselves whether they have been treated fairly
compared with other customers. Notions of fairness are central to customers’
perceptions of satisfaction with products or services.

Customer Satisfaction

Product Catering Cost Delivery Product After

Performance to Change Range Sales
Service

Figure 1: Other Factors Influence Customer Satisfaction

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Reliability
Situational
Responsiveness factors
Service
Quality
Assurance

Empathy
Product
Quality CUSTOMER
Tangibles SATISFACTION

Price

Personal Factors

Figure 2: Components of Customer Satisfaction

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Components of Customer Satisfaction

The factors that make the customer satisfy are given below:
1. Service Quality
• Reliability
• Responsiveness
• Assurance
• Empathy
• Tangibles
2. Product Quality
3. Price
4. Situational Factors
5. Personal factors

Service Quality Dimensions

Ultimately, customers judge the quality of services on their perceptions of the

technical outcome provided and on how that outcome was delivered. The service
quality dimensions consist of: -
1. Reliability that is ability to perform the promised service dependable and
accurately.
2. Responsiveness that is the willingness to help customers and provide prompt
service.
3. Assurance that is the employees’ knowledge and courtesy and their ability to
inspire trust and confidence.
4. Empathy that is the caring, individualized attention given to customers.

21
 5. Tangibles that are appearance of physical facilities, equipment, personnel, and
written materials.

In the case of airline industry, how customers judge the 5 dimensions of service
quality is given below:

• Reliability: Flights to promise destinations depart and arrive on schedule.

• Responsiveness: Prompt and speedy system for ticketing, inflighted, baggage
handling
• Assurance: Trusted name, good safety record, competent employees
• Empathy: Understanding of special individual needs, anticipates customer
needs
• Tangibles: Aircraft, ticketing counters, baggage area, uniforms

Satisfaction normally involves the eliminating problems. It goes beyond to the

concept of delight, which is the positive surprise. It is the highest level of satisfaction
and it transfers to better outcomes that can be achieved through other levels of
satisfaction.

“The customer is satisfied with a defect rate of 0.01%, but

if we could eliminate defects altogether, then the customer
would be delighted.”

Delight leads to behavioral outcomes that are substantially better than mere
satisfaction can provide. These include repurchase, positive word of mouth,
increasingly profit and sales and so on.

22
Why does the organization think about the important of the customer
satisfaction?

Nowadays, many organizations look at the important of the customer satisfaction with
the reasons are given below:

 Repurchasing
 Word of mouth
 Pay less attention to competing brands and advertising
 Buy other products or services of the same company
 Profit increase
 Sales volume increase

1. Repurchasing
Satisfied
DelightedCustomer
Customer 2. Word of Mouth
3. Increasingly Profit
4. Increasingly Sales
5. Pay less attention to
competing brands and
advertising
6. Buy other products or
service of the same
company

23
How do the customers form their expectations?

Expectations are formed on the basis of the buyers’ past buying experience,
statements made by friends and associates, and marketer and competitor information
and promises. If marketers raise expectations too high, the customer is likely to be
disappointed. On the other hand, some successful companies are raising expectations
and delivering performance to match.

These companies aim high because customers who are just satisfied will still
find it easy to switch suppliers when a better offer comes along. These who are highly
satisfied are less ready to switch. The fact is that high satisfaction or delight creates an
emotional affinity with the brand, not just a rational preference and this creates high
customer loyalty.

Satisfaction level

Satisfaction level is a function of the difference between perceived

performance and expectations. A customer could experience one of the 3 broad levels
of satisfaction.

 If the performance comes under the expectations, the customer is

dissatisfied.
 If the performance matches the expectations, the customer is satisfied.
 If the performance exceeds the expectations, the customer is highly
satisfied, pleased or delighted.

From the following equations, they explain these relationships:

 Perceived delivery < Expectation  Dissatisfaction

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  Perceived delivery = Expectation  Satisfaction
 Perceived delivery > Expectation  Delight
 Perceived delivery >> Expectation  Astonishment

Methodology

Type of Research: -

For preparation of the project report, several methods were used to collect data and
pertinent information. The data required fro the study were collected from primary
and secondary sources. Detailed questionnaires were prepared for passengers as well
as for agencies covering as many variables as possible. The secondary data were
collected from the textbook, journals, Jetwings magazine, and Internet web site.

Sampling Technique: -

The simple random Sampling Method was considered for the study, which is based on
assumption that the respondents were randomly drawn from population. It this study,
the passengers have traveled by Jet Airways, Indian Airlines and Air Sahara. The
sample was random from the passengers of these airlines.

Target Population: -

Sampling design begins by specifying the ‘target population’, which is the selection
of elements or objects that posses the information sought by the researcher and that
frame about which inferences are to be made.

25
The target population selected for the research was the passengers and agencies of Jet
Airways. Passengers were selected from different professions, age groups who belong
to different income levels without any kind of bias.

Sampling process incorporates four steps as given below:

Determine the sampling frame

Select sampling technique

Determine the sample size

Execute the sampling process

Sample Size and Sample Description: -

The sample size of this study is the questionnaire, which is divided into 2 parts: -
 50 questionnaires from passengers
 10 questionnaires from agencies

Instrumentation Technique: -

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 The study is conducted by using Instrumentation Technique.
Questionnaire: The sample size of questionnaire is divided into 2 parts: -
 50 questionnaires from passengers
 10 questionnaires from agencies
Actual Collection of Data: -

The collection of data is the gathering of information from various sources. For this
project, the primary and secondary sources have been used.

Data Collection from Primary Sources

The primary data is based on the objectives of the study, research approach
through survey method that is questionnaire development and samplings have
been designed visiting the passengers and airline agencies in Bangalore.

Data Collection from Secondary Sources

Secondary data were gathered from numerous sources. While preparation of

this project report, the two types of secondary data have been collected.
 Internal Data was generated from the company’s profile and Jetwings
magazine.
 External Data, on the other hand, was generated from general library
research sources, textbooks, trade journals, articles from newspaper,
brochures and Internet web site
 www.jetairways.com.
 www.servicemangement.com

27
Tools used for testing of hypothesis: -

“Chi – Square Test (ψ ) ”

Chi – square is non – parametric test used by marketing researchers to test hypothesis.
This test is employed for testing hypothesis when distribution of population is not
known and when nominal data is to be analyzed. With the help of chi – square, it can
be ascertained whether the given discrepancy between theory and observation is due
to change or whether it is due to failure of theory to fit into the observed facts.
In this project chi – square test was used to determine whether there was any
association between two options. It was also used to find the effectiveness of any
option or preference.
Formulae used for calculating the value of chi – square is as follows:

Ψ 2
cal = (O – E) 2 /
E

The expected frequency can either be taken arbitrary assigned or determined

mathematically from the observed information. The table value was taken from the
chi – square table corresponding to the degree of freedom that was obtained from the
frequency table.

28
 HYPOTHESIS

Statistically inference is that branch of statistics, which is concerned with using

probability concept to dealt with uncertainty in decision – making. The field of
statistical inference has had a fruitful development since the later half of the 19 th
century.

It refers to the process of selecting and using a sample statistical to draw inference
about a population parameter based on a subset of it – the sample drawn from the
population. Statistical inference treats two different classes as problems:

1. Hypothesis testing, i.e., to test some hypothesis about parent population from
which the sample is drawn.
2. Estimation, i.e., to use the ‘statistics’ obtained from the sample as estimate of
the unknown ‘parameter’ of the population from which the sample is drawn.

In both these cases the particular problem at hand is structured in such a way that
inferences about relevant population values can be made from sample data.

Testing of Hypothesis

Hypothesis testing: Hypothesis testing begins with an assumption called a hypothesis

that we make about a population parameter. A hypothesis is a supposition made as a

29
basis for reasoning. According to Prof. Morris Hamburg, “A hypothesis in statistics is
simply a quantitative statement about a population.” Palmer O Johnson has beautiful
described hypothesis as “Islands in the uncharted seas of thought to be used as bases
for consolidation and recuperation as we advance into the unknown.”

There can be several types of hypotheses. For example, a coin may be tossed
200 times and we may get heads 80 times and tails 120 times. We may now be
interested in testing the hypothesis that the coin is unbiased. To take another example
we may study the average weight of the 100 students of a particular college and may
get the results as 110 lb. We may now interested in testing the hypothesis that the
sample has been drawn from a population with average weight 115 lb. Similarly, we
may be interested in testing the hypothesis that the variable in the population are
uncorrelated.

Procedure of Testing Hypothesis

The procedure of testing hypothesis is briefly described below:

1. Set up a hypothesis: The first thing in hypothesis testing is to set up a
hypothesis about a population parameter. Then we collect sample data produce
sample statistics, and use this information to decide how likely it is that our
hypothesized population parameter is correct.
The conventional approach to hypothesis testing is not to construct a single
hypothesis about the population parameter, but rather to set up two different
hypotheses. This hypothesis must be so constructed that if one hypothesis is accepted,
the other is rejected and vice versa.
The two hypothesis in a statistical test are normally referred to as:
 Null Hypothesis
 Alternative Hypothesis

30
 The null hypothesis is a very useful tool in testing the significance of
difference. In its simplest form the hypothesis asserts that there is no real difference in
the sample and the population in the particular matter under consideration (hence the
word ‘null’ which means invalid, void, or amounting to nothing) and that the
difference found is accidental and unimportant arising out of fluctuations of sampling.
As against the null hypothesis, the alternative hypothesis specifies those
values that the researcher believes to hold true, and, of course, he hopes that the
sample data lead to acceptance of this hypothesis as true.
The null and alternative hypothesis is distinguished by the use of two different
symbols, ‘Ho’ and ‘Ha’ representing the null hypothesis and the alternative
hypothesis, respectively.

Ho: µ1 − µ 2 = 0 ( Null Hypothesis)

Ha: µ 1 − µ 2 ≠ 0 ( Alternative Hypothesis)

2. Set Up a Suitable Significance Level: Having set up the hypothesis,

the next step is to test the validity of Ho against that of Ha at ascertains level of
significance. The confidence with which an experiment rejects – or retains – a null
hypothesis depends upon the significance level adopted. The significance level is
customarily expressed, as a percentage, such as 5 per cent, is the probability of
rejecting the null hypothesis if it is true.

3. Setting a Test Criterion: The third step is to construct a test criterion.

This involves selecting as appropriate probability distribution for the particular
test, that is, a probability distribution that can properly be applied. Some
probability distributors that are commonly used in testing procedures are t, F and
chi – square. Test criteria must employ an appropriate probability distribution; for

31
 example, if only small sample information is available, the use of the normal
distribution would be inappropriate.

4. Doing Computations: Having taken the first three steps, we have

completely designed a statistical test. We now precede to the fourth step –
performance of various computations – from a random sample of size ‘n’,
necessary for the test. These calculations include the testing statistic and the
standard error of the testing statistic.

5. Making Decisions: Finally, we may draw statistical conclusions and

take decisions. A statistical conclusion or statistical decision is a decision either to
reject or to accept the null hypothesis. The decision will depend on whether the
computed value of the test criterion falls in the region of rejection or the region of
acceptance.

Two Types of Errors in Testing of Hypothesis

When a statistical hypothesis is tested, there are four possibilities as given below:
1. The hypothesis is true but our test rejects it. (Type I error)
2. The hypothesis is false but our test accepts it. (Type II error)
3. The hypothesis is true but our test accepts it. (Correct decision)
4. The hypothesis is false but our test rejects it. (Correct decision)

Accept Ho Reject Ha

Correct Type I
Ho is true. decision Error

Type II Correct
Error Decision
32
 Ho is false.

Obviously, the first two possibilities lead to errors.

The Test of Hypothesis: Chi – Square Test
The hypothesis test of ranking airlines:

Airlines Rank No. 1

Respondents %
Jet Airways 33 66%
Indian Airlines 11 22%
Air Sahara 6 12%
Total 50 100%

Observed Expected (O – E) 2 (O − E ) 2
Value (O) Value (E) E
66 33.33 1067.3289 32.023
22 33.33 128.3689 3.8514
12 33.33 454.9689 13.6504
2
Ψ cal = 49.5248

Assumption:
Ho: Ranking between the airlines is same.
Ha: It is not same.
Level of significance 5% and D.O.F. is 2.
 Ψ 2tab = 5.99
(O − E ) 2
Test Statistics Ψ
2
= ∑ E
2
Test Ψ cal = 49.5248
Conclusion
2 2
Since Ψ cal > Ψ tab, Ho is rejected.

33
 ∴ Jet Airways ranking is very good.
The Test of Hypothesis to find out the Preference between
‘EXECUTIVE CLASS VS ECONOMIC CLASS’

Class No of Respondents Percentage

Executive/Business Class 9 18 %
Economic Class 38 76 %
Both 3 6%
Total 50 100 %

Po = 0.50, P1 = 0.76
Assumption:
Ho: P1 = P2
Ha: P1 ≠ P2
Level of significance 5% => Z tab = 1.96
Test Statistics
P1 − P0
Z= P0 × P0
n

0.76 −0.50
0.5 ×0.5
50
=
0.26
= 0.0707

= 3.68

Conclusion: It is showing highly significance i.e. 3.68.

∴ The passengers prefer to travel by economic class.

34
 Table No.1 Showing the distribution of respondents,
According to gender

Gender No of Percentage
Respondents
Male 40 80%
Female 10 20%
Total 50 100%

Analysis and Interpretation

Respondents are selected on random so there are both males and females. This study
stated 40 out of 50 are male respondents (80%) and 10 out of 50 are female
respondents (20%).

35
 Chart No.1 Showing the distribution of
respondents, according to gender

90%
80%
80%

70%

60%
Percentage

50%
Male
40% Female
30%
20%
20%

10%

0%
1
Gender

SOURCE TABLE NO:1

36
 Table No. 2 Showing the distribution of respondents,
according to the age group

Age Group No of Respondents Percentage

21-30 22 44%
31-40 10 20%
41-50 11 22%
51-60 5 10%
61-70 1 2%
71-80 1 2%
Total 50 100%

Analysis and Interpretation

From the above table, we can see that 44% of the respondents belong to the age group
of 21 – 30. While the second age group is between 41 – 50 (22%). Other age group
respondents are negligible.

37
 Chart No. 2 Showing the age group of the Respondents

25 22

20
no of respondents

15
11
10
10
5
5
1 1

0
21-30 31-40 41-50 51-60 61-70 71-80
Age group

SOURCE TABLE NO.2

38
 Table No. 3 Showing the distribution of respondents,
according to the educational background

Education No of Respondents Percentage

Pre – University 1 2%
Degree 11 22%
Post Graduate 31 62%
Above PG 7 14%
Total 50 100%

Analysis and Interpretation

From the data, we interpret that post graduates believe in traveling in style whereas
the others fall in a narrow bracket.

39
 Chart No. 3 Showing the distribution of
respondents, according to the educational
background
35
31
30

25
No of Respondents

20

15
11
10
7

5
1
0
Pre - University Education
Degree PG Above PG

Education

SOURCE TABLE NO:3

40
 Table No. 4 Showing the distribution of respondents,
according to the occupation

Occupation No of Respondents Percentage

Student 17 34%
Working group 19 38%
Others 14 28%
Total 50 100%

Note: Due to the limitation of sample size, the private company, businessman, government sector and
public company were grouped together.

Analysis and Interpretation

The above table shows 38% of respondents are in working group, which belongs to
the private company, businessman, government sector and public company. 34% are
students while 28% belongs to other occupations. From this we can infer that more
than 50% of people travelling by air are either businessmen or white-collar workers.

41
 Chart No. 4 Showing the Occupation Profile

20

18

16
no of respondents

14

12

10
19
8 17
14
6

0
Student Working Group Others
occupation

SOURCE TABLE NO:4

42
 Table No. 5 Showing the monthly income of respondents

Monthly Income No of Respondents Percentage

Less than 20,000 17 34%
20,001 – 30,000 17 34%
30,001 – 50,000 7 14%
Above 50,000 9 18%
Total 50 100%

Analysis and Interpretation

It has been observed from the above data that about 34% from the total respondents
comes under wage bracket below Rs.10,000, 34% comes under Rs.10,001 to 30,000
income bracket, 14% comes under Rs.30,001 to 50,000 income bracket and 18%
comes under Rs.50,000 and above income bracket. It is inferred that middle class
people prefer to travel by air for mental satisfaction or status.

43
 Chart No.5 Showing the Monthly Income

Above
50,000 Less than
18% 20,000
30,001 – 34%
50,000
14%
20,001 –
30,000
34%

SOURCE TABLE NO:5

Table No. 6 Showing the travel frequency of respondents

44
 Frequency No of Respondents Percentage
Weekly 3 6%
Monthly 14 28%
Yearly 20 40%
Others 13 26%
Total 50 100%

Analysis and Interpretation

From the above table, it is understood that most of the passengers have
travelled once a year (40%). 14 out of 50 travel frequently and 13 out of 50 travel
occasionally. Marginal 6% travel continuously by air.

Chart no.6 showing the frequency of

travel by air.

25
20
20
No of respondents

15 14 13
Series1
10

5 3

0
Weekly Monthly Yearly Others
Frequency

45
SOURCE TABLE NO:6

Table No. 7 Showing the distribution of respondents,

according to the purpose of travelling by air

Purposes No of Respondents Percentage

Business 12 24%
Leisure 7 14%
Business and Leisure 10 20%
Others 21 42%
Total 50 100%

Analysis and Interpretation

Most of the passengers travel by air for different reasons. Most passengers
prefer to travel by air for business purpose ie; 24%. While 14% prefer to travel for
leisure, where as 20% prefer travelling for both work and leisure. Others include those
who travel to meet their relatives, subordinates who are sent by their superiors for
business purpose and those who travel for educational purposes[students].others also

46
 include businessmen and doctors who travel to attend seminars and functions.ie; 42%.
Others also include those who travel exclusively for shopping.

Chart no.7 showing the purpose of travel by air.

25

21
20
No of respondents

15
12
10
10
7

0
Business Leisure Business and Others
Leisure
Purpose

SOURCE TABLE NO:7

47
48
Table No. 8 Showing the distribution of respondents, according to the
most preferred airline.

Airlines No of Respondents Percentage

Jet Airways 28 56%
Indian Airlines 16 32%
Air Sahara 6 12%
Total 50 100%

Analysis and Interpretation

From the above table, it shows the preferable airline of 50 passengers. Most of
them have selected Jet Airways as the most preferable airline (56%). 32% and 12%
have selected Indian Airlines and Air Sahara, respectively.

49
 Chart No. 8 Showing the most
Preferable Airline

30 28

25

20
no of respondents

16

15

10
6

0
J et Airways Indian Airlines Air Sahara

Airlines
SOURCE TABLE NO:8

50
 Table No.9 Ranking of Preferable Airline,
according to the no of respondents

Airlines Rank No. 1 Rank No. 2 Rank No. 3

Respondents % Respondents % Respondents %
Jet Airways 33 66% 15 30% 2 4%
Indian Airlines 11 22% 18 36% 21 42%
Air Sahara 6 12% 17 34% 27 54%
Total 50 100% 50 100% 50 100%

Analysis and Interpretation

From the above table, we can see that most of the passengers ranked the Jet
Airways as the first preferable airline i.e. 66%, which is followed by the Indian
Airlines i.e. 22% and Air Sahara i.e. 12%.
For the second preferable, the passengers prefer the Indian Airlines as the
second option i.e. 36%, while the Air Sahara is the third option i.e. 54%.
Overall Jet Airways is the most favourable airline followed by the Indian
Airlines and Air Sahara.

51
 Chart No. 9 Ranking the Airline

35 33

30 27

25 21
No of respondents

20 18 17
15

15
11

10
6

5 2

0
J et Airways India Air Sahara
Airlines
Airlines

Rank No. 1 Respondents Rank No. 2 Respondents

Rank No. 3 Respondents

SOURCE TABLE NO:9

52
Table No. 10 Showing the distribution of respondents, according to
the class, which the passengers prefer to travel

Class No of Respondents Percentage

Executive/Business Class 9 18 %
Economic Class 38 76 %
Both 3 6%
Total 50 100 %

Analysis and Interpretation

From the above data, we infer the preferable class.

 76% of respondents prefer to travel by economic class.
 18% of respondents prefer to travel by executive class.
 6% of respondents prefer to travel both classes.

53
 Chart no.10 showing the distribution of
respondents according to the class in which the
passenger prefer to travel

40 38

35

30
No of respondents

25

20

15
9
10

5 3

0
Business Class Economic Class Both
Class prefered

SOURCE TABLE NO:10

54
Table No. 11 showing the reasons to select the airline.

C No of Respondents Percentage
Friends 10 20%
Family 11 22%
Advertisement 13 26%
Others 12 24%
More than two reasons 4 8%
Total 50 100%

Analysis and Interpretation

By seeing this table, we can understand that the family is the main factor to influence
the passengers for selecting a specific airline (24%). Similarly others (24%), is either
customer’s suggestion or the convenience of the airline’s schedule being the other
reason for the passengers to select the airline. others also include those passengers
who are brand conscious, those who prefer the best of the lot. While friends and
advertisement are the other reasons that make the passengers select a particular airline
ie; 12%, and 10% respectively. 6% of passengers show preference for a particular
airline for more than 2 reasons.

55
 T able no.11 showing the reason to se le ct the
airline

14 13
12
12 11
10
No of respondents

10
8
6 4
4
2
0
ds

s
ily

er
en

s
ien

on
h
m
Fa

Ot
Fr

as
se

re
rt i
ve

o
tw
Ad

an
th
e
or
M

Pa rticula rs

SOURCE TABLE NO:11

56
 Table No. 12 Showing the reasons to travel by air

Reasons No of Respondents Percentage

Airfare 16 32%
Convenience 40 80%
Service 26 52%
Image 13 26%
Accessibility 9 18%
Cabin Crew 7 14%
Punctuality 18 36%
Responsibility 8 16%
Safety 19 38%
Discount 5 10%
Onboard Promotion 2 4%
Food 12 24%
Network 12 24%
Others 4 8%

Note: - The difference between the total number of respondents and total percentage is because some
respondents do not use a particular airline and some respondents use more than one airline service.
Which means few respondants have chosen more than two or more reasons.

Analysis and Interpretation

There are many reasons that the passenger selects to travel by air. From the table we
infer 80% of passengers have selected by air travel because of convenience, 52% for
service, 38% for safety, 36% for punctuality, 32% for airfare, 26% for image, 24% for
food and network, 18% for accessibility, 16% for responsibility, 14% for cabin crew,
10% for discount, 8% for others reason and 4% for onboard promotion, respectively.

57
 Chart No.12 Showing the Reasons to Travel by Air

Others 4

Network 12

Food 12

Onboard Promotion 2

Discount 5

Safety 19

Responsibility 8

Punctuality 18

Cabin Crew 7

Accessibility 9

Image 13

Service 26

Convenience 40

Airfare 16

0 20 40 60
No of Respondents

SOURCE TABLE NO:12

58
 Table No. 13 Showing the overall opinion of respondents,
according to the airlines’ services

Overall Opinion
Excellent Good Average Dissatisfaction
Freq. % Freq. % Freq. % Freq. %
Airfare 5 10 32 64 10 20 3 6
Reservation 14 28 28 56 8 16 - -
Help Desk 11 22 21 42 17 34 1 2
Check-in 16 32 23 46 10 20 1 2
Counter
In flight 13 26 22 44 13 26 2 4
Security 12 24 22 44 14 28 2 4
Checking
Food 15 30 20 40 11 22 4 8
Aircraft 9 18 27 54 11 22 3 6
Schedule 17 34 20 40 12 24 1 2
Convenience
Onboard 5 10 10 20 24 48 11 22
Promotion
Others 1 2 4 8 1 2 1 2

Note: In the above table, Freq refers to the number of respondents.

Analysis and Interpretation

The above table has been designed to show the satisfaction level of passengers
regarding services, which are provided by airline. From the above data, it can be
explained that: -
 Overall services were rated as follows: - airfare (64%), reservation
(56%), help desk (42%), check-in counter (46%), in-flight (44%),
security checking (44%), food (40%), aircraft (54%), schedule
convenience (40%), and others (8%) -- discount and punctuality.
 While most of passengers are not satisfied by the onboard promotion
(i.e. 48%).
Most of the passengers are quite satisfied on airline’s services.

59
 Chart No. 13. Showing the overall opinion of
respondents, regarding to the airlines’ services

Excellent % Good % Average % Dissatisfaction %

100% 0 2 2 2
6 4 4 6
8
16 2
90% 20 22
24
20 26 22
34 28 22
80% 2

70%

60%
56 46 40 48
Percentage 50% 40
44
44 54
64 42 8
40%

30%

20% 20
32 34
28 30
26 24
10% 22
18
2
10 10
0%
od
ng

rs
re

ft
sk

n
t
te
io

gh

nc
ra

he
io
rfa

Fo
De

ki
un
at

ie
rc

ot
fli

Ot
ec
Ai

rv

Co
lp

n
Ai

om
In

Ch

ve
se

He

in

Pr
Re

n
y

Co
k-

ri t

d
ec

ar
e
cu

bo
l
Ch

du
Se

On
he
Sc

Service parameters

SOURCE TABLE NO:13

60
 Table No. 14(a): Showing the opinion of Jet Airways’
respondents, according to the airline’s services.

Jet Airways
Excellent Good Average Dissatisfaction
Freq. % Freq. % Freq. % Freq. %
Airfare 2 7 21 75 4 14 1 4
Reservation 12 43 15 53 1 4 - -
Help Desk 8 29 15 53 5 18 - -
Check-in 12 43 13 46 3 11 - -
Counter
In flight 12 43 11 39 5 18 - -
Security 5 18 16 57 6 21 1 4
Checking
Food 9 32 15 53 3 11 1 4
Aircraft 8 29 16 57 4 14 - -
Schedule 13 46 11 39 4 14 - -
Convenience
Onboard 3 11 7 25 11 39 7 25
Promotion
Others 2 7 2 7 - - - -
Note: In the above table, Freq refers to the number of respondents.

Analysis and Interpretation

The above table shows the data about the satisfaction level of Jet Airways’
passengers.
 75% of passengers rated the airfare good while 14%, 7%, and 4% rated
at average, excellent and dissatisfactory level, respectively.
 Similarly reservation (53%), help desk (53%), check-in counter (46%),
security checking (57%), food (53%), and aircraft (57%) have been
rated.
 For the in-flight service (43%) and schedule convenience (46%) has
been the rating.
 39% of passengers are satisfied with onboard promotion at the
average level while 25% are not satisfied.

61
 Chart No. 14(a): Showing the opinion of Jet Airways’
respondents,
according to the airline’s services

Excellent % Good % Average % Dissatisfaction %

J et Airways

100% 0 0 0 0 0 0 0
4 4 4
11 11 14 14
90% 18 18
14 25
21
80%
7
70% 53
46 39
39
60% 53
57
53 39
Percentage

50%
57
75
40%

30%
7
46 25
43 43 43
20%
32
29 29
10% 18
11
7
0%
s
g
re

t
er
on

e
k

n
ht

af

er
oo
in
es

nc

io
fa

nt

ig

cr
ti

th
k
D

ie

ot
ir

va

ou

fl

ec

ir

O
A

en

om
A
er

h
C
el

v
es

n
H

Pr
on
-i

ty
R

rd
C
ri
ec

le
cu

oa
h

du
Se

nb
C

he

O
Sc

Service parameters

SOURCE TABLE NO:14(a)

62
 Table No. 14(b): Showing the opinion of Indian Airlines’ respondents,
according to the airline’s services

Indian Airlines
Excellence Good Average Dissatisfaction
Freq. % Freq. % Freq. % Freq. %
Airfare 2 13 9 57 4 24 1 6
Reservation 1 6 9 57 6 37 - -
Help Desk 1 16 5 31 9 57 1 6
Check-in 2 13 6 37 7 44 1 6
Counter
In flight - - 7 44 7 44 2 12
Security 5 31 4 25 6 38 1 6
Checking
Food 2 13 4 24 8 50 2 13
Aircraft - - 6 37 7 44 3 19
Schedule 2 13 8 50 5 31 1 6
Convenience
Onboard - - 3 19 10 62 3 19
Promotion
Others - - 1 6 2 13 1 6
Note: In the above table, freq refers to the number of respondents.

Analysis and Interpretation

From the above table, we can see the satisfaction level of Indian Airlines’ passengers.
 There are 57% of passengers who rated the airfare at good level while
24%, 13%, and 6% of respondents have rated at average, excellent and
dissatisfactory, respectively.
 Similarly reservation (57%), in-flight (44%) and schedule convenience
(50%) are the ratings.
 While for help desk (57%), check-in counter (44%), food (50%),
security checking (38%) and aircraft (44%) are the favourable rating.
 62% of passengers are satisfied with onboard promotion at the average
level, similarly 19% are dissatisfied.

63
Chart No. 14(b): Showing the opinion of Indian Airlines’ respondents,
according to the airline’s services

Indian Airlines
100% 0
6 6 6 6 6
12 13
90% 19 19
6
24 37
80% 31
38
44
70% 57
44
50
60% 44

percentage 50% 62 13
25
57
40%
50
57
30%
37
31
24
44
20%
37
31
6
10% 19
13 16 13 13 13
6
0% 0 0 0 0
s
g
re

t
d
er
on

e
ht

n
af

er
oo
in
es

nc

io
fa

nt

ig

cr
ti

th
k
D

ie

ot
ir

va

ou

ec
fl

ir

O
A

lp

om
A
er

In

h
C

ve
e

C
es

n
H

Pr
on
ty
-i
R

rd
C
ri
ec

cu

le

oa
h

du
Se

nb
C

he

O
Sc

Excellence % Good % Average % Dissatisfaction %

SOURCE TABLE NO:14(b)

Table No. 14(c): Showing the opinion of Air Sahara’s

respondents,

64
 according to the airline’s services

Air Sahara
Excellent Good Average Dissatisfaction
Freq. % Freq. % Freq. % Freq. %
Airfare 1 17 4 66 1 17 - -
Reservation 2 34 4 66 - - - -
Help Desk 2 34 3 50 1 16 - -
Check-in 2 34 3 50 1 16 - -
Counter
In flight 2 34 4 66 - - - -
Security 2 34 3 50 1 16 - -
Checking
Food 4 66 2 34 - - - -
Aircraft 1 16 5 84 - - - -
Schedule 1 16 2 34 3 50 - -
Convenienc
e
Onboard 2 34 1 16 3 50 - -
Promotion
Others - - 1 16 - - - -

Note: In the above table, Freq refers to the number of respondents.

Analysis and Interpretation

It has been observed from the above table that: -

 Respondents feel airfare (66%), reservation (66%), help desk (50%),
check-in counter (50%), in-flight (66%), security checking (50%), and
aircraft (80%)and others service (16%) are good.
 While respondents are in favour of excellence i.e.66%.
 Similarly, 50% of respondents feel that they are not been satisfied with
schedule convenience and onboard promotion.

65
 Chart No. 14(c): Showing the opinion of Air Sahara’
respondents,
according to of the airline’s services

Air Sahara

Excellent % Good % Average % Dissatisfaction %

100% 0 0 0 0 0 0 0 0 0 0 0

17 16 16 16
90%

34
80%
50 50
70%
66 66

60% 50 50 50 84

percentage 50% 66 16

16
40%
66 34
30%

20%
34 34 34 34 34 34

10% 17 16 16

0% 0
s
re

t
er
on

ce

n
ht

af

er
oo
in
es

io
fa

nt

ig

n
ti

cr

th
k
D

ie

ot
ir

va

ou

ec
fl

ir

O
A

om
A
er

h
C

ve
el

C
es

n
H

Pr
on
ty
-i
R

rd
C
ri
ec

cu

le

oa
h

du
Se

nb
C

he

O
Sc

service param eters

SOURCE TABLE NO:14(c)

66
Table No. 15(a): Showing the ranking of the satisfaction level,
according to the airlines’ services
Factors 1 2 3 4 5 6 7 8 9 10 11 Weighta
ge
Average
Airfare 12 3 8 2 3 1 7 3 2 8 1

132 30 72 16 21 6 35 12 6 16 1 350
Reservatio 8 10 15 2 3 6 3 1 1 1 0
n
88 10 13 16 21 36 15 4 3 2 0 420
0 5
Help Desk 4 8 4 7 5 7 3 8 2 2 0

44 80 36 56 35 42 15 32 6 4 0 350
Check-in 6 5 4 7 9 10 3 2 3 1 0
counter
66 50 36 56 63 60 15 8 9 2 0 365
In-flight 3 3 3 9 9 4 10 4 2 3 0

33 30 27 72 63 24 15 16 6 6 0 327
Security 4 7 4 5 2 6 5 10 6 0 1
Checking
44 70 36 40 14 36 25 14 1 0 1 324
8
Food 5 10 5 6 6 4 5 5 4 0 0

55 10 45 48 42 24 25 20 1 0 0 371
0 2
Aircraft 5 5 5 5 5 6 2 6 9 2 0

55 50 45 40 35 36 10 24 2 4 0 326
7
Schedule 14 6 3 4 5 1 3 4 6 4 0
Convenien
ce 154 60 27 32 35 6 15 16 1 8 0 371
8
Onboard 0 2 6 3 3 1 4 2 9 19 1
Promotion
0 20 54 24 21 6 20 8 2 38 1 219
7
Others 1 0 0 0 0 0 0 0 0 2

67
 11 0 0 0 0 0 0 0 0 4
Note: -The factors deciding the satisfaction of services for airline, assigning one
(1=11 marks) for the most satisfaction and eleven (11=1 marks) for the dissatisfaction
level.
Table No. 15(b): Showing the ranking of the satisfaction level,
according to the airlines’ services

Factors Rank No. Weightage average

Reservation 1 420
Schedule Convenience 2 371
Food 2 371
Check-in Counter 3 365
Airfare 4 350
Help Desk 4 350
In-flight 5 327
Aircraft 6 326
Security Checking 7 324
Onboard Promotion 8 219
Others 9 18

Analysis and interpretation

From the above tables we can see that the respondents are most satisfied with the
reservation, schedule convenience and food being the next most satisfying aspect
followed by check in counter, air fare, help desk, inflight service, aircraft, security
check and on board promotion. In the above table, others refer to the royalty points
the customers get by flying. Hence we can infer that reservation is ranked no.1. food
and schedule convenience is ranked.2.

68
 Chart No. 15 (a) and (b) Weightage Average of
Satisfaction Level

219 18
350

371

420

326

350

371

365

324
327

Ai rfare Reservati on Help Desk

Check i n Counter In-fl i ght Securi ty Checki ng
Food Ai rcraft Schedul e Convenience
Onboard Promoti on Others

SOURCE TABLE NO:15(a) and (b)

69
Table No. 16: Showing the percentage of period of having the
agencies of airlines.

Years No of Respondents Percentage

Less than 1 year 0 0%
1 – 3 years 2 20 %
3 – 5 years 5 50 %
Above 5 years 3 30%
Total 10 100%

Analysis and Interpretation

From the above table, it is shown that 30% of respondents have the agency of airlines
more than 5 years. 50% of respondents have the agency of airlines from the period of
3 – 5 years. While 20% of respondents have the agency of airlines from the period of
1 – 3 years.

70
 Chart No.16 Showing the period of having the
agency of airlines

6
5
5
No. of respondents

4 3
3
2
2
1 0
0
Less than 1 1 – 3 years 3 – 5 years Above 5 years
year
No. of years

SOURCE TABLE NO:16

71
Table No. 17: Ranking the Airways according to agencies’ customers
preference

Rank No. 1 Rank No. 2 Rank No. 3

Respondents % Respondents % Respondents %
Airlines
Jet Airways 8 80% 2 20% 0 0%
Indian Airlines 3 30% 4 40% 3 30%
Air Sahara 0 0% 3 30% 7 70%

Analysis and Interpretation

Through agencies’ point of view, most of the customers (80%) prefer to travel by Jet
Airways thus it is ranked no.1. The second place goes to Indian Airlines i.e. 40%.
Most of customers (70%) are dissatisfied by the Air Sahara. So it is rank third.

72
Chart No. 17: Ranking the Airways according to agencies, customers preference

J et Airways

Rank no.1 Rank No.2

80% 20%

Rank No.3
0%

Indian Airlines

Rank No.3
30%

Rank No.2 Rank No.1

40% 30%

73
 Air Sahara
Rank Rank
Rank No.1 No.2
No.3 0% 30%
70%

SOURCE TABLE NO:17

Table No. 18: Showing the percentage of benefits which airlines
provide for agencies

Particulars No of Percentage
Respondents
Commission 7 77%
Special Gifts 3 23%
Special Offer for the Family 0 0%
Others 0 0%

Note: - out of the ten respondents, some of them gave more than one reason because of
which the total number of respondents is shown as 13 but it is expressed in terms of
percentage.

Analysis and Interpretation

From the above table, it is shown that most of the respondents have got the
commission i.e.77% as the benefit from having the agency of airlines. The second
benefit is the special gifts from airlines i.e. 23%
.

74
 Chart No. 18: Showing the percentage of
benefits which airlines provide for
agencies

23% 0%

77%

Commission Special Gifts

Special Offer for the Family Others

SOURCE TABLE NO:18

75
76
 Table No. 19: Showing the Percentage of Respondents, According to
Satisfaction Level

Particular Excellent Good Average Dissatisfaction

s
No of Percentage No of Percentage No of Percentage No of Percentage
Respondents Respondents Respondents Respondents
Jet Airways 5 50% 5 50% - - - -

Indian 2 20% 7 70% 1 10% - -

Airlines

Air Sahara 2 20% 5 50% 2 20% 1 10%

Total 10 100% 10 100% 10 100% 10 100%

Analysis and Interpretation

From the above table, it can be understood that 50% of respondents feel Jet Airways
is excellent and good, while 70% of respondents are in the favour of Indian Airlines.
50% of respondents rated Air Sahara good and only 10% are not satisfied with it.

77
 Chart No.19 Showing the percentage of
respondents according to satisfaction level

70%

70%

60%
50%50% 50%

50%

40%
percentage

30%
20% 20%
20%

20%
10% 10%

10%

0% 0% 0%

0%
J et Ai rways Indi an Ai rl i nes Ai r Sahara

Airlines

Excellence Good Average Dissatisfaction

SOURCE TABLE NO:19

78
Table No. 20: Showing the percentage of respondents who will
recommend the Airline to their customers

Particulars No of Percentage
Respondents
Jet Airways 7 59%
Indian Airlines 2 33%
Air Sahara 1 8%

Note: - out of the ten respondents, some of them gave more than one answer.

Analysis and Interpretation

Most of respondents (59%) feel like recommending Jet Airways to the customers.
While only 33% and 8% of respondents have recommended Indian Airlines and Air
Sahara to their customers, respectively.

Chart No.20 Showing the percentage that the

respondents will recommend [airlines] to their
customers.

79
 Cha rt no.20 show ing the pe rce nta ge tha t the
re sponde nts(a ge ncie s) w ill re com m e nd to the ir
custom e rs.

8%

Jet A irw ays

Indian A irlines
33%
59% A ir Sahara

SOURCE TABLE NO:20

Table No. 21: Showing the reasons, why the respondents recommend
specific airlines to their customers

Particulars No of Percentage

80
 Respondents
High Commission 0 0%
Special Offer 4 31%
Discount 3 23%
Others 3 46%

Note: out of the ten respondents, some gave more than one answer. others in the above table
refer to the royalty points that the agency get by recommending the airlines.

Analysis and Interpretation

Respondents have suggested the specific airline to their customers according to the
following reasons: Special offer 31%, Discount 23% and others reason 46%.

81
 Chart No. 21: Showing the reasons, why
the respondents recommend specific
airline to their customers

0%
31%
46%

23%

High Commission Special Offer Discount Others

SOURCE TABLE NO:21

82
Table No. 22: Showing the percentage of the customers’
reaction when the agencies suggested specific airline to
them.

Accept Reject
No of respondent Percentage No of respondent Percentage
Particulars
Jet Airways 10 100 % 0 0%
Indian Airlines 10 100 % 0 0%
Air Sahara 6 60 % 4 40 %

Analysis and Interpretation

From the above table, it is shown that most of customers accepted the suggestion from
their agencies to select the airline.
 Jet Airways has been accepted 100 %.
 Indian Airlines has been accepted 100 %.
 Air Sahara has been accepted 60 % while its rejection level is 30 %.

83
 Chart no.22 showing the condition to accept or
reject the suggestion.

12

10 10
10
No of respondents

6 Accept
6
Reject
4
4

0 0
0
Jet Airw ays Indian Airlines Air Sahara
Airlines

SOURCE TABLE NO:22

84
Table No. 23: Showing the reasons why the customers book tickets
through their agency, and expressed in terms of percentage.

Particulars No of Percentage
Respondents
Convenience 6 50%
Discount 2 33%
Trustworthy 2 17%
Others 0 0%

Analysis and Interpretation

According to the above data, it can be explained as follow: -

 60% of customers feel convenient to book the ticket through the
agencies.
 70% of customers have trust in the agencies.
 While 40% of customers will get the discount from their agencies.
 Other reasons are 10%.

85
 Table No. 23: Showing the reasons why the customers book
tickets through their agency, and expressed in terms of
percentage.

0%
17%

50%

33%

Convenience Discount Trustworthy Others

SOURCE TABLE NO:23

86
Table No. 24: Showing the profile of the respondents based on who
their customers will book the ticket for:

Particulars No of Percentage
Respondents
Himself or herself 6 50%
Friends 1 8%
Relatives 1 8%
Company 2 34%
Others 0 0%

Note: - Out of the ten respomdents, some of them gave more than one answer but it is
expressed in terms of percentage. .

Analysis and Interpretation

From the above table, the data is shows that: -

 50% of customers book the ticket for themselves.
 8% of customers book the ticket for friends.
 8% of customers book the ticket for relatives.
 34% of customers book the ticket for company.
 0% of customers book the ticket for other purposes.

87
 Ta ble no.24 show ing the profile of the
re sponde nts ba se d on w ho the ir custom e rs w ill
book the ticke ts for

5
No.of respondents

0
Him s elf or Friends Relatives Com pany Others
hers elf

SOURCE TABLE NO:24

88
Table No. 25: Showing the percentage of respondents whether they
will continue to suggest the specific airline to their customers.

Particulars No of respondents Percentage

Yes 8 80 %
No 2 20 %
Total 10 100 %

Analysis and Interpretation

We can infer that 80 % of respondents will continue to suggest the specific airline to
their customers while 20 % of respondents will not continue.

89
 Chart No.25 Showing the percentage of
respondents whether they will continue to suggest
specific airline to customers

No
20%
Yes
No

Yes
80%

SOURCE TABLE NO:25

90
 Findings and recommendations

Summary of Finding

1. Jet Airways is one of the favorite domestic airlines in India regarding its
services and customers satisfaction. It is seen that approximately 50% [ refer
table no.14(a)] of respondents are satisfied with services, which are provided
by airline.

2. While doing the survey, it was found that maximum 56% of respondents
prefer to travel by Jet Airways, according to the good services provide. About
32% and 12% of respondents prefer to travel by Indian Airlines and Air
Sahara, respectively.[Refer table no.8]

3. Similarly (26%) advertising and (22%) family, and others factors have
influenced the respondents select this airline.[Refer table no.11]

4. While talking about overall services, the respondents are in favor of whatever
the airline provides.

5. While doing the survey, it was noticed that the most influencing factor which
motivates the respondents to selecting traveling by air are as follows: -
 Convenience 80%
 Service 52%
 Safety 38%
 Punctuality 36%

91
  Airfare 32%.
These top five factors influence the respondents to select traveling by air.
[Refer table no.12]

6. On the other hand, maximum 48% of respondents are satisfied with the
onboard promotion at the average level while 22% of respondents are
dissatisfied.[Refer table no.13]

7. 76% of respondents feel comfortable to travel by the economy class. While

18% of respondents have selected to travel by executive class. Whereas 6%
have selected to travel in both classes since it depends on the schedule and seat
availability.[Refer table no.10]

8. While doing the survey, it is found that 66% of respondents have selected Jet
Airways as the most preferable airline. While 22% and 12 % of respondents
have selected Indian Airlines and Air Sahara as their preference, respectively.
[Refer table no.9]

9. According to agencies, they are satisfied with having the agencies of airlines,
for the following reasons given below: -
 They get the high commission and special gifts from the airline.
 The customers, who book the ticket through the agencies, are satisfied
with many offers got from agencies i.e. discount and special offers.
 Moreover, while doing the survey, it is found that convenience,
trustworthy and discount are the main purposes for customers to book
the ticket through agencies.[Refer table no.21 and 23]

It can be concluded that the passengers as well as agencies are satisfied with the
services, which are being provided by airlines.

92
 Limitations of the Survey

1. Some passengers did not know English properly to fill the questionnaire.
2. Passengers were in a hurry to board the flight so they refuse to fill the
questionnaire.
3. There was less time to conduct survey.
4. Passengers did not participate to answer some questions.
5. It took time for each passenger.
6. The questionnaire was set with the help of jet air ways staff, due to which
there were some technical words, making it tough for the passengers to
understand the question and answer.
7. While doing the survey, it is found that some agencies hesitated and could not
reveal proper answer since they consider such information very confidential.

Recommendations and Suggestions

While doing the survey, most passengers were satisfied with the services that the
airline has provided for them. Anyhow, some points are suggested as given below: -

 Onboard promotion should be improved and provided for all

passengers.
 To make arrangements for connecting flights traveling from one sector
to another by using different airlines.
 Airfare should be reduced.
 The airline should continuously provide a special discount to frequent
fliers and students.
 The airline should improve and manage the time for connecting flight.
 While meals served are very good, snacks should be customized
according to the place, city or region.

93
 Conclusions

‘Jet Airways’ can be ranked as ‘no.1’ for its guaranteed rewards (based on survey).

‘Jet Airways’ services are excellent. They believe in innovativeness and creativity to
serve their customers satisfactorily and keep them happy always.

To compete with its competitors, in this day and age, they however need to improve
their services marginally to excel and remain in the top bracket.

After a thorough analysis and comparison with Indian air lines and air sahara, we can
conclude by saying that jet air ways is the most preffered air line on the sole basis of
the quality of service they provide.

It is further seen that good service leads to customer satisfaction inturn leading to
loyalty of the customers.

CUSTOMISED SERVICE = DELIGHTED CUSTOMERS = BRAND

LOYALTY

94
 BIBLIOGRAPHY

Rust, Ronald T., Zahorik, Anthony J. and Keiningham,

Timothy L. SERVICE MARKETING. Addison Wesley, New
York, 1999.

Zeithaml, Valarie A. and Bitner, Mary Jo. SERVICE MARKETING:

INTEGRATING CUSTOMER FOCUS ACROSS THE FIRM. 3rd ed.,
Tata McGraw – Hill, New Delhi, 2003.

Jetwings. “10 YEARS OF SERVICE AND GROWTH”. Vol.3, May

2003, Issue 5, pp.16 – 30.

The Economic Times Bangalore. “GAINING ALTITUDE”. 5 May

2003, pp.8 – 10.

Internet:
www.jetwings.com
www.servicemanagement.com

95
 Questionnaire for passengers
.

1. NAME ________________________________________

2. AGE _______

3. SEX

 Male
 Female

4. ADDRESS
_______________________________________________________________
_______________________________________________________

5. EDUCATION

 Pre – university
 Degree
 Post – graduate
 Above post – graduate

6. OCCUPATION

 Student
 Private company
 Public company
 Government sector
 Businessman
 Others…………………….

7. MONTHLY INCOME

 Less than 20,000

 20,001 – 30,000
 30,001 – 50,000
 Above 50,000

96
8. HOW OFTEN DO YOU TRAVEL BY AIR?

 Weekly
 Monthly
 Yearly
 Others……………………

9. FOR WHICH PURPOSE DO YOU TRAVEL BY AIR?

 Business
 Leisure
 Others………….

10. WHICH AIRLINE DO YOU PREFER?

 Jet Airways
 Indian Airlines
 Air Sahara

11. RANK THE LISTED AIRLINES ACCORDING TO YOUR PREFERANCE

 Jet Airways
 Indian Airlines
 Air Sahara

12. WHICH CLASS DO YOU TRAVEL BY?

 Executive Class / Business Class

 Economic Class

13. HOW DID YOU SELECT THE AIRLINE?

 Friends
 Family
 Advertisement
 Agencies
 Others………………..

97
 14. WHY DO YOU PREFFER TO TRAVEL BY AIR? (You can select more than
one reason)

 Air fare
 Convenience
 Service
 Image
 Accessibility
 Cabin Crew
 Punctuality
 Responsibility
 Safety
 Discount
 Onboard Promotion
 Food
 Network
 Others……………….

15. WHAT IS YOUR OPINION ABOUT FOLLOWING SERVICES

PROVIDED BY YOUR AIRLINE?

Excellent Good Average Dissatisfactory

Airfare
Reservation
Help Desk
Check-in counter
Inflight
Security checking
Food
Aircraft
Schedule
Convenience
Onboard Promotion
Others………

98
 16. RANK THE SATISFACTORY LEVEL ACCORDING TO YOUR
PREFERENCE.

 Airfare
 Reservation
 Help Desk
 Check – in Counter
 Inflight
 Security Checking
 Food
 Aircraft
 Schedule Convenience
 Onboard Promotion
 Others………………..

17. ANY SUGGESTIONS

_______________________________________________________________
_______________________________________________________________
___________________________________________________

DATE ______/______/ 2005

PLACE __________________
Signature _____________

99
 Questionnaire for Agencies
.

1. NAME OF AGENCY _______________________________________

2. LOCATION AND ADDRESS

_______________________________________________________________
_______________________________________

3. SINCE HOW LONG DO YOU HAVE THE AIR TRAVEL AGENCY FOR?

 Less than 1 year

 1 – 3 years
 3 – 5 years
 More than 5 years

4. WHICH IS THE MOST PREFFERED AIRLINE ACCORDING TO YOUR

CUSTOMERS? (PLEASE RANK)

 Jet Airways
 Indian Airlines
 Air Sahara

5. WHAT BENEFITS WILL YOU AVAIL FROM THE AIRLINE?

 Commission
 Special Gifts
 Special offers for your family
 Others………………………..

6. IS THE DECISSION OF CHOOSING THE AIR LINE BASED ON YOUR

ADVICE OR CUSTOMERS CHOICE?

 AGENCIES ADVICE
 CUSTOMERS CHOICE

7. CHECK YOUR SATISFACTION LEVEL FROM LISTS OF AIRLINES.

100
 Excellent Good Average Unsatisfactory
Jet Airways
Indian Airlines
Air Sahara

8. FROM THE FOLLOWING AIRLINES WHICH ONE WOULD YOU

RECOMMEND TO YOUR CUSTOMERS?
 Jet Airways
 Indian Airlines
 Air Sahara

9. WHAT ARE THE REASONS THAT YOU SUGGESTED SPECIFIC

AIRLINE TO THE CUSTOMERS? (You can select more than one
reason)

 High Commission
 Special Offer
 Discount
 Others……………

10. WHAT IS THE REACTION WHEN YOU SUGGESTED SPECIFIC

AIRLINE TO
YOUR CUSTOMERS? SPECIFY. .

Accept Reject
Jet Airways
Indian Airlines
Air Sahara

11. IF THEY HAVE REJECTED JET AIRWAYS, PLEASE SPECIFY THE

REASON.

12. FOR WHICH PURPOSE DO THE CUSTOMERS BOOK THE TICKET

THROUGH THE AGENCY?

101
  Convenience
 Discount
 Trustworthy
 Others………………

13. THE CUSTOMERS BOOK THE TICKET FOR:

 Himself or Herself
 Friends
 Relatives
 Company
 Others………………..

14. WILL YOU CONTINUE TO SUGGEST THE SPECIFIC AIRLINE TO

CUSTOMRS?

 Yes
 No

15. ANY SUGGESTIONS

____________________________________________________________
____________________________________________________________
___________________________

Date ______/______/ 2005

Place __________________
Signature _______________

102
 “AWARDS AND APPRECIATION”

1993 AIMO Visvesvaraya Entrepreneurship Award 1993

from Mr. Salman Khursheed, the then Minister of State
for External Affairs, at a function organized by the All
India Manufacturers’ Organization

1994 OCT Service Excellence Award from Global Managers

1995 AUG Bharat Sarathi Samman of the National Press India was
given to Mr. Naresh Goyal by Mr. Shivraj Patil, the
then Speaker of Lok Sabha and President of the
National Press India, at a function held at the Parliament
House Annexe

1996 SEP Citibank Diners Club Blue Moon Award for Service Excellence

OCT The Great Management Show Award for Punctuality, Safety,

Quality of Service and Customer Orientation

NOV The World Travel Market Global Award by Reed Exhibition

Companies in conjunction with Trav Talk magazine for
contribution to travel and tourism in the respective media
sponsor’s regions worldwide
1996 DEC H & FS Best Domestic Airline of the Year Award for excellence
in hospitality

1997 SEP The airline was adjusted the “Best” by the Rangaswamy Tourism

103
 Foundation associated with the Karnataka Tourism Development
Corporation. The award was presented at the 33rd Federation of
Hotel and Restaurant association of India held at Ooty.

NOV Best Domestic Airline Award for Service Excellence – Key to

Competitiveness

NOV Best Airline of the Year 1996 – 97 Award conducted by IATA

Agents Association, Kozhikode ( Kerala)

1998 NOV India’s Best Domestic Airline at the International Brand Summit,
Mumbai

DEC H & FS – Best Domestic Airline of the Year 1998 for excellence
in hospitality

2000 JAN Vocational Excellence Award by Rotary Club of Mumbai, North

End

MAR H & FS – Best Domestic Airline of the Year 1999 for excellence
in hospitality
2000 APR Aviation Week and Space Technology 1998, Aerospace Laurels
Award conferred on the Chairman, Mr. Naresh Goyal, for being
“outstanding in the field of Commercial Air Transport”

SEP Priyadarshini Academy Award for “outstanding contribution to

Aviation and Travel Sector”

Ernst & Young “Entrepreneur of the Year” Award for Services

OCT “Distinguished Alumni Award 2000” for the meritorious and

104
 distinguished performance as an entrepreneur

2001 FEB Air Transport World Award, 2001 for Market Development,
presented in Washington DC

JUN ITFT, Chandigarh, “Award of Excellence” presented by Prof.

Chamanlal Gupta, Minister of State for Civil Aviation, for
“outstanding contribution to the development of aviation and
airline industry”

JUL At the MasterCard Annual Meeting Asia – Pacific 2001 held in

the Gold Coast of Australia, Jet Airways won an award in the Co
– branded/Affinity Program category
2002 MAR The Qimpro Gold Standard 2001 award for recognizing Mr.
Goyal as an individual who “has led the implementation of a
world – class quality management model” on the lines of the
European Quality Award criteria, the Malcolm Baldridge
National Quality Award criteria and the Deming Prize criteria

SEP “Best Domestic Airline of the Year 2001” at the Ninth H & FS
National Awards for Excellence inhospitality and Tourism

OCT Unanimously voted “Best Domestic Airline” of Asia by the

Readers of Travel Trade Gazette (TTG) Asia and China editions
of 14 countries in the region “for dedication towards commitment
and service excellence”

2003 JAN India’s Most Respected Company in the Travel and Hospitality
Sector for 2003 by the business weekly, BusinessWorld

105
106