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Md Mizanur Rahman
Bangladesh University of Engineering and Technology
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Md. HADIUZZAMAN
Assistant professor
Department of Civil Engineering
Bangladesh University of Engineering and
Technology, BUET
Dhaka – 1000
Bangladesh
Fax: +88-02-9665639
E-mail: hadiuzzaman@ce.buet.ac.bd
Abstract: The air transport is required high professional in work to ensure safety, exactly and fast
which are outstanding advantages of traveling passenger by air. Service quality then becomes
significantly important factor to achieve a genuine and sustainable competitive advantage and the
question for civil aviation industries in Bangladesh, which need to solve imperatively. The passenger
service quality of ZIA International Airport was evaluated by questionnaire survey on 232 passengers
who used this airport and this information was analyzed by score method. The questionnaire was
designed simply and focused mainly on general information of passenger and passenger evaluation
through check in facilities, security, staff attitude and other facilities, which are supposed to arrange
for passengers. The passenger service quality of Biman Bangladesh Airlines Limited was also
evaluated by questionnaire survey on 150 passengers who used Biman Bangladesh airlines was
analyzed by score method. This technique helps decision makers and marketing in air transport field to
upgrade passenger service quality to attract more passengers traveling by ZIA International Airport
and Biman Bangladesh Airlines Limited.
Key Words: Air passenger, Service quality, Score method, Questionnaire survey
2000). But in case of Bangladesh, aviation Airport and Biman Bangladesh Airlines Limited.
industry faces a great challenge. Bangladesh
loses over four billion taka (around $57 million)
annually. As more than 60 percent passenger- 2. AIR TRANSPORT IN BANGLADESH
handling capacity of Dhaka's Zia International
Airport (ZIA) remains unutilized (CAAB, 2008). The transport system of Bangladesh is consists of
a network of roads, and the road transport
Bangladesh has three international airports services which ply on them; a railway network
including ZIA in capital Dhaka, one in the with different gauges in the east and west of the
southeastern port city Chittagong and another in country, providing freight and passenger
the northeastern city of Sylhet. With its present services; three maritime sea ports and an inland
infrastructure, ZIA is capable of handling around waterways system; transshipment centers
8.5 million passengers yearly, while 150 planes (road/rail, road/port, road/waterways) offering
can take off and land at the airport every day. opportunities for modal transfers for freight
According to an analysis of last five years, ZIA traffic; three international airports, a network of
has handled 3.2 million passengers yearly on an domestic airports and international and domestic
average with 50 flights carrying around 8,500 air services; and urban transport services (buses,
passengers to different international destinations taxis, 3-wheeler public transport services, etc)
daily(CAAB, 2008). within Bangladesh’s cities and towns. A
comparison of modal shares may be interesting
The specific objectives of this research are: as an overall indication of the competing modes,
• To evaluate the air passenger service quality of but is not fully representative of the actual
ZIA International Airport in Bangladesh and situation. Though the share of air transport is
Biman Bangladesh Airlines Limited. comparatively small, it is the fastest growing
• Make recommendations for improving air mode in Bangladesh (CAAB, 2008). So, trends
passenger service quality in Bangladesh. in air transport carry greater importance on the
transportation system of Bangladesh. Figure 1
It is expected that outcome of this research will provides indications of reported passengers
be able to evaluate the performance of existing (million-km) and freight (million ton-km) modal
passenger service system of ZIA International shares for 2003, respectively.
All the airports in Bangladesh are operated under buildings, air navigation and radio
the Civil Aviation Authority of Bangladesh communication system. There are three
(CAAB), an autonomous body. CAAB is international and six domestic airports in
responsible for airports, runways and air traffic Bangladesh. Table 1 provides the list of
control, taxiways, terminal buildings, warehouse, International and Domestic airports in
control tower, operation and administrative Bangladesh with their locations.
quality (Trinh and Hung, 2007) The paper finds that almost all passengers
traveling by ZIA International Airport are
Given the much larger population of airports Bangladeshi (95 %) and the age of Bangladeshi
worldwide, it was not practical to survey all passengers concentrate mainly 31-40 age (59%)
airports and therefore a sample was taken for the and under 30 year old (6%) while the age of
airport survey. Zia International Airport of foreigner passengers are 31-40 (3%). The data
Bangladesh is considered as a specimen. Based suggest that Bangladeshi passengers traveling are
on a questionnaire survey of 232 passengers of more likely to be middle-age (59%).
ZIA, the paper tried to find out the present Bangladeshis’ income is not so high, Bangladesh,
service quality of ZIA. This study applies the with per-capita gross national income (GNI) of
qualitative and quantitative analysis to evaluate $470 in 2005, could become middle-income
the passenger service quality of Biman country - defined by the International
Bangladesh Airlines Limited to obtain the Development Association, it is the reason why
objective. Biman Bangladesh airlines is a passenger traveled most by Economy class (67
national flag carrier. So, the survey on this airline %) contrary to foreigner passengers with high
is considered especially. Based on a income (all their income is larger than 3 million)
questionnaire survey of 150 passengers of and using business class (3%). Bangladeshi
Biman, the paper tried to find out the present passengers used air transport largely for
service quality of Biman. conference (37 %). Travel frequency by using
ZIA International Airport was 63 % for 1-2 visits
per year for Bangladeshi.
4. PASSENGER SERVICE QUALITY OF
ZIA INTERNATIONAL AIRPORT This research also relates the response with
demographic characteristics of the respondents
This study applies the qualitative and who participated in the survey of the service
quantitative analysis to evaluate the passenger quality of ZIA International Airport. In case of
service quality of ZIA International Airport to Check in facilities in ZIA, based on gender
obtain objective of the paper. Survey time was 94.74% male gave their opinion in favor of
on three month, 232 questionnaire forms were excellent while 14.75% female said it was good
sent to passenger to different institution like and based on occupation, 36.84% service holder
Bangladesh Air force, Civil Aviation, different favored for excellent and 39.34 % businessman
private and public universities, Bank to take said good. In case of average check - in - time,
opinion. Survey operated from April to July 46% engineers had poor experienced whereas
2008. Questionnaire underwent rigorous testing 37% businessman gave their opinion in favor of
during the development stage. Prominent good. For baggage screening, 44% businessman
academics and professionals of Civil Aviation favored in good but 22% student said that service
and Bangladesh air force were consulted on the quality was poor. In case of staff attitude, 32%
design and content of the questionnaire before service holder gave their opinion in alignment of
piloting on airport and airline began. Market good while near about 40% businessman said
segmentation of the respondents according to fair. In case of information display, 26.92%
their nationality at Zia International Airport is engineer gave their vote on very poor category.
presented in Table 2. In case of internet availability facility, 30%
businessman had very poor experienced.
Evaluation Of Air Passenger Service Quality In Bangladesh
The respondent didn’t give opinion in favor of and drink prices, internet availability, and
excellent category in case of average check in information about delay, divert and canceled
time, baggage screening, security screening flight, airport accessibility and exiting the airport
efficiency, staff attitude, baggage delivery times, facilities. Table 3 provides the passenger
information display, terminal cleanliness, food evaluation of Zia International airport.
Rahman, et al.
Service quality is directly proportional with the five score with 1- very poor, 2 - poor, 3- fair, 4 -
average value. This study applies the qualitative good, 5-excellent. For example, in case of check
analysis to evaluate the passenger service quality in facilities, average score is 3.33. In case of
of ZIA. The qualitative analysis has been implied check in facilities, 8% passenger gave their
by passenger questionnaire survey analysis. opinion in favor of excellent, 26% good, 60%
Finally, the survey information has been fair, 3% poor and 3% very poor. The detail
analyzed by using score method to measure the procedure is shown below,
evaluation level from passengers. There were
(1)
The followings are the outcomes of the survey on • Baggage screening is rated with 53% ‘fair’
service quality at ZIA International Airport comments with average score is 3.16
• Check in facilities is rated with 60% ‘fair’ • Security screening efficiency is rated with 39%
comments with average score is 3.33 ‘fair’ comments with average score is 3.1
• Average check in time is considered with 39% • Passport control is rated with 44% ‘good’
‘fair’ comments with average score is 2.99 comments with average score is 3.22
Evaluation Of Air Passenger Service Quality In Bangladesh
The followings are the outcomes of the survey on • Cleanliness of toilet is rated with 50% ‘very
service quality of Biman Bangladesh poor’ comments with average score is 1.61
Airlines limited • News paper service is rated with 49% ‘fair’
• Comfort in flight is rated with 39% ‘fair’ for comments with average score is 2.71
seat size and 49% ‘poor’ for useful equipment • Airline magazine is rated with 50% ‘fair’
comments with average score are 2.72 and 1.91 comments with average score is 2.7
respectively. • Pillows, Blankets, towels etc is rated with 49%
• Cleanliness of the cabin is considered with 49% ‘poor’ comments with average score is 1.71
‘poor’ comments with average score is 1.81
Rahman, et al.
• Onboard Catering is rated with 39% ‘poor’ 48% ‘poor’ comments with average score is 1.94
comments with average score is 2.11 • Cabin Staff Responding to passenger is rated
• Cabin Staff attitude and friendliness is rated with 39% ‘fair’ comments with average score is
with 39% ‘poor’ comments with average score is 2.4
2.31 • Entertainment is rated with 63% ‘very poor’
• Cabin Staff Language Skills is rated with 59% comments with average score is 1.63
‘very poor’ comments with average score is 1.82 • Flight Schedule Maintain is rated with 70%
• Cabin Staff presence trough flight is rated with ‘very poor’ comments with average score is 1.43
The flight information analysis was done as five score with 1 – very poor, 2 – poor, 3- fair, 4
described before by score method to measure of – good, 5-Excellent.
evaluation level from Passengers. There were
Evaluation Of Air Passenger Service Quality In Bangladesh
Planning operation.
• Biman should make a phased fleet renewal
plan. The analysis of passenger service quality of ZIA
• Biman should develop and adopt a coping International Airport was reviewed by
strategy addressing the market need. questionnaire survey on 232 passengers who
used this airport and the information of the
Service level airport was analyzed by score method to measure
• Biman must refocus their efforts to improve the evaluation level from passengers. The
customer service. questionnaire was designed simply and focused
• The Department should take a more active role mainly on general information of passenger and
in airline customer service issues. passenger evaluation through check in facilities,
• Providing Timely and Adequate Flight security, staff attitude and other facilities which
Information are supposed to arrange for passengers. Check in
• Offer the lowest fare available. facilities at ZIA is considered best with 60%
• Notify customers of known delays, “fair” comments but internet availability is
cancellations, and diversions. considered poor with only 21% of ‘poor’
• Deliver baggage on time. comments. The average score for internet
• Support an increase in the baggage liability availability is 1.94. The average score level is
limit. also low in case of telephone, fax service and
• Provide prompt ticket refunds. service due to delay, divert and cancelled flight.
• Properly accommodate disabled and special- The analysis of passenger service quality of
needs passengers. Biman Bangladesh Airlines Limited is also
• Meet customers’ essential needs during long, reviewed by questionnaire survey on 150
on-aircraft delays. passengers who used this airport and the
• Disclose travel itinerary, cancellation policies, information of the airlines is analyzed by score
frequent flyer rules, and aircraft configuration. method. Comfort in flight that seat size is
• Be more responsive to customer complaints. considered 21% “good” comments whereas
• Focusing on the Training for personnel who flight schedule maintain 70% “very poor”
assist passengers with disabilities and children. comments and average score level for maintain
flight schedule is only 1.43. The average score
level are also low for cleanliness of cabin and
7. CONCLUSIONS toilet, cabin safety procedure, supply of pillow,
blankets, and towels, assisting parents with
This study evaluated the service quality of children and entertainment.
passengers in ZIA International Airport and This paper presents systematic method to
Biman Bangladesh Airlines Limited. Excellent examine the quality of passenger service through
and reliable customer service is one of the the average score method analysis. This
greatest aspects for an airport and airlines in technique helps decision makers and marketing
today’s competitive environment. There are in air transport field to upgrade passenger service
many factors that can help an airport to build its quality to attract more passengers traveling by
customer base and customer service can be a ZIA International Airport and Biman Bangladesh
determining factor in the success of an entire Airlines Limited.
Evaluation Of Air Passenger Service Quality In Bangladesh
REFERENCES
Boeing Commercial Airplane Group (2000), “2000 Current Market Outlook. Seattle, WA,USA”.
"Skyscraper City forums” (2008), “Bangladesh Airports and Aviation”, page 39, 2008-1-26,
Bangladesh. [http://www.skyscrapercity.com/showthread.php?p=17983690]
Bangladesh Strategy for Sustained Growth (2006), June 26, Volume II: Main Report
Trinh, T. A. and HUNG Q. B. (2007), “Improving Quality of Passenger Service in Vietnam Airlines”,
Journal of the Eastern Asia Society for Transportation Studies, Vol. 7