Evaluation of Customer Satisfaction at ARIK Airlines Limited
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Abstract
This study assessed the level of customer satisfaction at Arik Airways. The study population consists of 200 Arik airline employees in Abuja. The researcher utilized questionnaires as the data gathering instrument. Using a descriptive survey research design, this study was conducted. The study utilized a total of 133 pilot respondents, including customer care officers, senior staffs, and junior staffs. The acquired data were tabulated and evaluated using straightforward percentages and frequencies.
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Introduction
Introduction
Background of the study
According to Parasuraman et al., a firm or manufacturer’s success is predicated on the quality of the services or products it offers for sale (1985). Before a business or manufacturer can survive in a competitive market and reach its goals and objectives, it must evaluate the products and services it offers. The outcome of such an evaluation must be either favorable or negative, depending on the present and future buying behavior of customers.
Service sectors, such as the airline industry, place a premium on service excellence since they are fundamentally people-oriented. In the service business, service quality is typically defined as meeting the demands and expectations of clients. To deliver and maintain service quality, a company must first determine what quality means to individuals it serves, according to Groroos (1988). Service quality is frequently referred to as a number of interconnected criteria, including how service providers treat individuals. According to parasuraman et al., it is the result of a comparison between expectations of a service and what is considered to be obtained (1985).
Consequently, continued success is contingent upon a fervent pursuit of client pleasure. It is crucial to the development and survival of corporate entities, including the aviation industry.
Fulmer (1976) noticed that when the quality of services provided by a firm satisfies the consumer and the customer receives the expected value from the services provided, the customer would continue to patronize the company. The quality of a company’s services plays a significant role in determining the rate of client retention and loyalty. A satisfied customer will speak positively about the firm or establishment to others. In addition, Fulmer concluded that the positive impression of the company’s customers is the most valuable asset the company could ever own. Whatever the company can do to maintain such a favorable reputation will invariably be to its benefit. Therefore, all efforts should be focused on the quality of the products or services provided to clients.
In this sense, the quality of services or products provided to clients is contingent upon how the customer evaluates or perceives the product in terms of its failure and the benefit obtained from it.
In the airline sector, the quality of services provided to its numerous clients can either increase or decrease customer satisfaction, hence having a detrimental or positive impact on the organization’s growth and survival. Therefore, it is predicted that Arik Air Contractors will differentiate itself by constantly providing services of greater quality than its competitors. They must identify the service quality expectations of their target clients. A customer cannot own a service, and neither can the company that sells it; it only exists for the length of its use, such as a five-hour flight. Due to the fact that the client is aware of the duration of the service and has expectations based on that duration, the focus of the service must be on the time the customer is using it.
1.2 STATEMENT OF THE PROBLEM
Arik Air contractors has been in the forefront of marketing and promoting the airline industry in Nigeria, but despite the industry’s expansion and remarkable progress, the industry is still challenged with a low level of service standard. This research aims to examine the service quality of airlines in Nigeria, the type of impression a client receives from a particular service provided by an airline, and customer satisfaction.
According to Ebri, U. E. (2003), operations management has made quality a top priority. The reason for this is that quality is an economic issue. If the service is of high quality, that airline may provide it.
1.3 OBJECTIVES OF THE STUDY
This study’s objective is to investigate the quality of services provided by airline operators to their numerous consumers.
The goals of the research are:
Examining how the consistency of services provided by airline carriers contributes to customer satisfaction.
Determining whether the attitude of airline employees towards consumers influences the selection of an airline.
iii. Examining whether the high quality services provided by airlines result in consumer satisfaction and encourage return visits.
Determining the elements that influence service quality and customer satisfaction in Arik Air contractors before, during, and after service encounters.
To determine the source of consumer dissatisfaction, if any.
1.5 RESERACH HYPOTHESIS
The null form of the following hypothesis will be tested.
First Hypothesis
There is no association between service quality and customer satisfaction that is statistically significant.
There exists a considerable association between service quality and client satisfaction.
Second Hypothesis
The attitude of airline employees toward their clients has no substantial impact on the selection of airlines.
The attitude of airline workers towards consumers has a substantial impact on the selection of airlines.
1.6 SCOPE AND LIMITATIONS OF THE STUDY
This study investigates the relationship between airline service quality and consumer satisfaction. In addition, it aims to study additional aspects affecting the delivery of quality services in the aviation industry, as well as the processes and activities involved in delivering the services. It does not intend to emphasize the service quality of all airlines in the country; rather, it focuses on Arik Air contractors due to the effectiveness of its service delivery department’s administration and activities. During the process of doing this research study, the researcher will be constrained by a number of circumstances. Notable among them are:
Time is an issue that restricts the scope of this investigation. The time allotted for this study may not be sufficient for the gathering, processing, and analysis of data.
Finances: Another element that may restrict this study to some extent. There may not be sufficient finances to collect data from distant and nearby airlines, thus it is limited to Arik Air contractor airlines only.
The researcher would be limited to working with the responses provided by respondents. These replies may or may not be genuine and accurate, but it is anticipated that they will be positive and accurate.
Access to Acquiring Information: There was an issue with not being able to interview the airline managers, possibly due to their hectic schedules. Access to the appropriate interview at the appropriate time may potentially be the issue. Due to the inability to obtain accurate information from customers, the airline’s reputation may suffer in the event of substandard service. Also, acquiring information from clients was a challenging process because they are continuously rushing to catch up.
1.8 DEFINITION OF TERMS
In order to provide the readers and consumers of this research with a clearer understanding, the following section defines terms that appear frequently and are significant to this study.
A customer is an individual or organization that purchases products, logistics, and intangible (services) from a shop, store, or commercial firm or organization. The word book dictionary encyclopedia (1989).
Consumer Satisfaction: This is the feeling or attitude a customer has toward a service provided if it meets his or her expectations. Folmer,(1993).
This can be considered an act of service. It can also be viewed as a requirement for servants and other employees. It may also refer to an act that one person can offer to another that is essentially immaterial and does not confer ownership. Kotler (1995).
The value or worth of a product or service is its quality.
Service Quality: This refers to the customer’s evaluation of the service experience at a particular period. It is the manner in which a service is generated and managed, as well as the knowledge and attitude of the people who provide it and the setting in which it is provided. Groroos (1988)
Customer value is the extent to which the perceived performance of a service product fits the buyer’s expectations. If the goods or services fall short of the customer’s expectations, the customer is unhappy; nevertheless, if the services meet or surpass the customer’s expectations, the customer is satisfied.
Product: The combination of goods and services that a corporation gives to its target market for attention, usage, acquisition, and consumption in order to meet wants or requirements. Products include physical objects, people, concepts, and locations.
1.9 HISTORICAL PROFILE OF ARIK AIRLINE CONTRACTORS AIRLINES.
Arik Airline Contractors Company of Nigeria limited, or “Arik Air” for short, is a Nigerian airline headquartered at the Murtala Muhammad International airport in Lagos State, Nigeria. It operates domestic and international scheduled services, aviation charter, and third party aircraft operations, primarily to support Nigeria’s vast oil and gas industry.
Arik Air contractors was founded in 1959 and recognized with the Nigerian government in 1960. It was completely owned by Schreiner Airways B.V. of the Netherlands at the time. In 1973, it created a business with an initial 40% Nigerian stake, which increased to 60% in 1976, anticipating the indigenization decision. Schreiner airlines was acquired by Canadian Helicopter Co-operation (CHC) in January of 2004. CHC acquired a 40% stake in Aero, while the Ibru family retained a 60% majority stake.
Justice Dan Abitu, a former Chief Judge of the Federal High Court, convicted Mrs. Cecilia Ibru of Bank and securities fraud in 2010 after she was arrested, jailed, and arraigned. Faced with entire exclusion from her banking constituency, Mrs. Cecilia Ibru, who was said to have completed her prison sentence in March, had no choice but to step into the family airplanes industry, where she currently oversees the operations of the 53-year-old aviation contractors’ airlines.
Arik Air has been completely owned by the Ibru family since 2010, despite maintaining a technical cooperation with Canadian Helicopter Corporation (CHC) for its rotary-wing subsidiary.
Arik Air contractors is comprised of two divisions:
Fixed-wing – offers regular passenger service throughout Nigeria and western Africa.
Rotary wing – offers helicopter services to the Nigerian oil and gas industry.
The company’s top executives are koenNeven (CEO), Rikkerink (CFO), Dapo Olumide (Manager Fixed Wing), Mark Snoxell (Business Development Manager), and Charles Onychelekwa (HR Director).
a better comprehension.
A customer is an individual or organization that purchases products, logistics, and intangible (services) from a shop, store, or commercial firm or organization. The word book dictionary encyclopedia (1989).
Consumer Satisfaction: This is the feeling or attitude a customer has toward a service provided if it meets his or her expectations. Folmer,(1993).
This can be considered an act of service. It can also be viewed as a requirement for servants and other employees. It may also refer to an act that one person can offer to another that is essentially immaterial and does not confer ownership. Kotler (1995).
The value or worth of a product or service is its quality.
Service Quality: This refers to the customer’s evaluation of the service experience at a particular period. It is the manner in which a service is generated and managed, as well as the knowledge and attitude of the people who provide it and the setting in which it is provided. Groroos (1988)
Customer value is the extent to which the perceived performance of a service product fits the buyer’s expectations. If the goods or services fall short of the customer’s expectations, the customer is unhappy; nevertheless, if the services meet or surpass the customer’s expectations, the customer is satisfied.
Product: The combination of goods and services that a corporation gives to its target market for attention, usage, acquisition, and consumption in order to meet wants or requirements. Products include physical objects, people, concepts, and locations.
1.9 HISTORICAL PROFILE OF ARIK AIRLINE CONTRACTORS AIRLINES.
Arik Airline Contractors Company of Nigeria limited, or “Arik Air” for short, is a Nigerian airline headquartered at the Murtala Muhammad International airport in Lagos State, Nigeria. It operates domestic and international scheduled services, aviation charter, and third party aircraft operations, primarily to support Nigeria’s vast oil and gas industry.
Arik Air contractors was founded in 1959 and recognized with the Nigerian government in 1960. It was completely owned by Schreiner Airways B.V. of the Netherlands at the time. In 1973, it created a business with an initial 40% Nigerian stake, which increased to 60% in 1976, anticipating the indigenization decision. Schreiner airlines was acquired by Canadian Helicopter Co-operation (CHC) in January of 2004. CHC acquired a 40% stake in Aero, while the Ibru family retained a 60% majority stake.
Justice Dan Abitu, a former Chief Judge of the Federal High Court, convicted Mrs. Cecilia Ibru of Bank and securities fraud in 2010 after she was arrested, jailed, and arraigned. Faced with entire exclusion from her banking constituency, Mrs. Cecilia Ibru, who was said to have completed her prison sentence in March, had no choice but to step into the family airplanes industry, where she currently oversees the operations of the 53-year-old aviation contractors’ airlines.
Arik Air has been completely owned by the Ibru family since 2010, despite maintaining a technical cooperation with Canadian Helicopter Corporation (CHC) for its rotary-wing subsidiary.
Arik Air contractors is comprised of two divisions:
Fixed-wing – offers regular passenger service throughout Nigeria and western Africa.
Rotary wing – offers helicopter services to the Nigerian oil and gas industry.
The company’s top executives are koenNeven (CEO), Rikkerink (CFO), Dapo Olumide (Manager Fixed Wing), Mark Snoxell (Business Development Manager), and Charles Onychelekwa (HR Director).
Evaluation of Customer Satisfaction at ARIK Airlines Limited
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