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Evaluation of Customer Gap in Airlines and Travel Services in Kuwait
Evaluation of Customer Gap in Airlines and Travel Services in Kuwait
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The customer gap is the discrepancy between what customers expect and what
they believe (Park et al., 2004). Customer expectation is what a customer expects based
online information. Customer perception is based on the customer's engagement with the
The customer's pleasure with a given product or service, as well as the quality-of-
service delivery determine perception. (Chen and Chang, 2005) The customer gap is the
most significant, because in an ideal world, the customer's expectation and perception
would be nearly similar. Delivering an excellent service for a specific product should be
Understanding consumer wants and expectations may be the most effective strategy to
Since then, the idea concerning the quality of service has grown into a very
strategic matter that any organization management can never ignore. That is why
result, the goal remains to come up with strategies to increase quality, so gaining a
competitive edge and increasing customer loyalty (Krasfka and Elexa, 2014). Because the
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primary goal of service providers is to acquire and keep consumers special consideration
quality. This is due to the fact that various customers have varied demands and goals in terms of
what their expectation from service provider throughout how the interactions are made. Because
of its significance in boosting the world trade, international investment, the aviation industry can
also be viewed as a globalization centre for other industries. This means that enterprises that
have previously operated locally must adapt to new global developments, competition, and client
In many firms, service quality is critical because it establishes the firm's worthwhile and
consequently meeting client demands. The quality of Service is assessed in a specific context and
attempts to meet the needs and desires of passengers, as well as how well the service offered
meets their expectations (Namukasa, 2013). As a result, it can be defined as the consumer's
overall impression of the business's and its services' efficiency. It can also be thought of as a
series of actions through which the entire service offering is spread. It's also been characterized
as the gap between what customers expected and what they really experienced in terms of
The airline workers have a vital role in quality of service because every service delivered
is different. The aviation sector, in accordance to (Gursoy et al., 2005), encompasses a range of
customer interactions between themselves and airlines with staff aiming to impact customers’
perceptions and the carrier's imagination image . As a result, employee contact may have a
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positive or negative impact on service quality perception. Passengers' expectations for airport
service excellence, according to research done in the United States by Dale and Murray (2007),
involve various aspects with varying degree constructs that encompass essential dimensions of
purpose, deviation, and interactivity. One more study conducted by Namukasa (2013) in Entebbe
International Airport Uganda with 303 respondents on international flights found that the
standard of pre-flight, in-flight, and post-flight services had a significant influence on customer
satisfaction. Given the foregoing findings, it's critical to determine whether the same idea appeal
to regional airlines.
An airline must assess the its service standards as recognized by passengers in order to
acquire a competitive edge. Chang and Yeh are a couple (Chang and Yeh, 2002). According to
them, high-quality services must be delivered smoothly and consistently in order to achieve high
consumer contentment. Any feature that the consumer finds necessary should not be disregarded
because it may be provided for free by other service providers. Given the importance of the
service, it is vital to ensure that passengers are satisfied, as a string of bad encounters would
significantly harm the passengers' opinion. In a research conducted in Malaysia with a sample of
300 travellers, Munusamy et al. (2011) discovered that customers who consistently receive poor
treatment from an airline may grow unsatisfied with their services and, as a result, migrate their
standards that included five aspects: reliableness, receptivity, assurance, empathy, and tangible.
They also discovered that perceived value and the five service quality indicators appear to have a
statistically important relationship. As a result, service quality has become the majority
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competitive trend that has influenced the marketing circle and increased corporate strategy. It has
Before and after the September 11, 2001 terrorist attacks, Rhoades and Waguespack
(2005) evaluated the service levels in US airlines. They determined that service quality was at an
all-time high in 2002, and that reducing the number of seats occupied resulted in on-time
performance, less overbooking, and fewer customer complaints. This suggests that a business's
ability to deliver better service results in more profitability. Companies can differentiate
themselves by consistently providing higher quality than their competitors. As a result, they must
be aware of their target clients' service quality expectations. According to Liou and Tzeng
(2007), who performed research on international airlines in Taiwan, the passenger's impression
of the airline's services and how they are given is the foundation of service excellence. As a
result, airlines will be able to see what their competitors have to offer in terms of quality and so
remain competitive. They discovered that the most essential criteria of service quality were
According to Raditha et al., (2015), service quality and perceived value had a direct
impact on passenger satisfaction, with perceived value acting as a mediating factor, implying that
passenger satisfaction is influenced by service quality and the trade-off between what clients
have given versus what they received. Service quality is vital, and it is widely acknowledged as a
key issue in industry management. It assists businesses in increasing revenues by satisfying the
wants and wishes of customers, hence retaining them (Raditha et. al., 2015). JetBlue Airways
Corporation of the United States has become a benchmark in terms of service quality concepts
and customer happiness after being ranked first for the past 12 years (J.D. Power rankings 2016).
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The rankings are based on a survey of customer satisfaction that looked at seven distinct factors,
necting the country's people and goods to the global economy. The ever-increasing need for air
travel, whether for business or pleasure, has caused an increase in passenger and freight traffic.
As a result, airlines must pay close attention to their clients to ensure that they are satisfied with
their services. Passenger air transport had a successful year in 2016, with passenger movements
up 7.1 percent in January compared to the same month the previous year (IATA, Air Passenger
In order to grow and keep a competitive advantage, airlines must provide excellent
service to their customers. Because these excellent services are not free, they must design
methodical procedures for achieving quality and cost effectiveness (Kongoti, 2015). As a result,
client satisfaction is becoming more crucial. Airlines must develop a strategic management plan
in order to remain competitive. The majority of Kuwaiti airlines have begun to integrate
satisfaction levels and perceptions of the airline. Customers are satisfied when their expectations
for a certain airline are realized. If a customer is dissatisfied, they may opt to fly with a
competitor, resulting in revenue loss. Customers who are dissatisfied typically complain, which
might negatively affect other customers. Customer complaints must be handled correctly since
they allow organizations to correct mistakes, retain dissatisfied clients, and regulate their future
The data was analyzed using IBM Corp.'s SPSS 20.0 (IBM Corp., 2011). Using the
Kolmogorov–Smirnov test and nonparametric statistical tests such the Mann–Whitney and
Kruskal–Wallis tests (IBM SPSS Statistics for Windows, Version 20.0, Armonk, NY: IBM
Corp.) (due to the nonnormal distribution of the examined dependent variable). A P value of less
than 0.05 was used to determine statistical significance. In addition, the following ethical
considerations were considered: coordinating with the clinic administrator via an introductory
letter, providing the required explanations of the project and its objectives to the studied airline
workers and travellers and obtaining oral informed consent from them, voluntary participation in
A total of 100 respondents were chosen from ten local airlines for the survey. Table
Response Rate
Frequency Percentages
Number of Questionnaires 70 70
returned back
Questionnaires that were not 30 30
returned back
Sum 100 100
Source: 2016 Research Data
According to the data, the survey received a 70 percent response rate, with 70
respondents completing and returning the questionnaires. This response rate was sufficient for
the researcher to extrapolate the findings from the study to the entire Kuwaiti aviation industry in
2 - 5 times 7 10.0
6 - 10 times 49 70.0
Above 10 times 14 20.0
Total 70 100.0
Source: 2016 Research Data
The bulk of the passengers (70 percent) who participated in this survey had
traveled by the same airline, as seen in the research findings in Table above. 20% of
passengers had traveled by the same airline more than 10 times, and 10% had
The primary goal of this study was to figure out what elements influence
total of 22 factors to choose from and were asked to rate how much they agreed with
each one. 1 meant severely disagree, 2 meant disagree, 3 meant neither disagree nor
The mean for each of the factors was calculated, and if the mean matches
any of the numbers on the scale, it signifies that the majority of the respondents fit
into that category. The outcomes are shown in the table below.
Descriptive Statistics
Deviation
According to the findings, the appearance of the staff uniform had the highest mean of
4.7, indicating that the majority of passengers believed the appearance of the staff uniform was
an essential factor that influenced customer contentment. The type of aircraft possessed by the
airline and employee preparedness to respond to client requirements both contributed to a mean
of 4.50. This shows that the vast majority of travelers believe these two factors have a significant
impact on customer satisfaction. Other variables with a mean of 4.40 included adherence to
scheduled flights, the airline's capacity to achieve what it promises, the airline's problem-solving
ability, the prompt service of the airline's services, the airline's reliability in service provision, the
efficiency of check-in procedures, and putting the customers' interests first. This implies that the
respondents agreed that these factors influenced consumer satisfaction in the Kuwait aviation
industry.
The eagerness to assist clients, the staff' regard for the airline's customers, and the ease of
the airline's working hours all received a score of 4.30. This found that the vast majority of
passengers felt that these factors played a role in determining customer satisfaction in Kuwait's
influenced by factors such as employee confidence (mean 4.20), visual ability of flight materials
(mean 4.20), and the airline's treatment of the disabled, infants, and children (mean 4.20). (Mean
4.20). The average score for airline personnel competency, physical facilities possessed by the
airline, and employees' personal attention to clients was 4.10. This means that the vast majority
of passengers polled agreed that these parameters have an influence on customer satisfaction.
The airline's safety record and the accuracy of flight records were both
company, each receiving a score of 4.00. Individual customer attention, on the other
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hand, had a mean of 3.90, indicating that the majority of respondents were
aviation industry. The outcomes of the study, as shown in Table, showed that a
majority of customers believe that airline employees are willing to assist them. This
employees' respect for customers averaged 4.40, and efficient check-in and boarding
The travelers agreed that this was how service quality was in the Kuwait
aviation sector because of several views of quality of the offered service having 4.30
as the mean. They include the following: the airline's services are continuously
communicated, the airline's facilities are physically pleasing, and the Kuwait airline
perspectives had a mean of within 4.00 to 4.20, showing that Kuwait passengers
agreed to some extent with these perceptions of service quality in the aviation
industry. They are that the airline's employees are competent in answering customer
questions with a calculated mean of 4.20, the airline has a good safety record having
scored a relative mean of 4.30, the airline prioritizes customer needs with a mean
4.20, the airline maintains accurate flight records reflects a mean of 4.20, and the
airline's employees are attractive (mean 4.20).In Average a mean 4.10), The airline's
hours of work are convenient for customers (mean 4.10), there is always assistance
no matter what challenge the client faces (mean 4.00), airline operations are
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promptly (mean 4.00), and the airline handles disabled, infants, and ill people well
judgments, on the other hand, suggested that they were unsure if they were correct.
These included: the airline adheres to flight schedules (mean 3.60), the airline's
services are delivered as promised (mean 3.70), the airline has cutting-edge aircraft
(mean 3.80), the airline's employee behavior inspires customer confidence (mean
3.80), and the airline provides personalized service to customers (mean 3.80). (Mean
flight schedules, the ability to deliver what is promised, the type of aircrafts owned
problem-solving interest for people complaining and requests, the airline's safety
few.
Customers perceive service quality when the airline's uniform is appealing, there is
always some assistance no matter what the problem is, the airline has a good safety record, the
airline's services are prompt, employees are competent in answering customers' questions, the
airline's flight materials are visually appealing, and the airline's employees are courteous. It was
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also discovered that there is a strong link between service quality and customer satisfaction in
Kuwait's aviation business. According to the research, service quality accounted for
satisfaction is almost entirely dependent on service quality. The aviation industry must strive to
Airways' liability for passengers and their baggage. Kuwait Airways, its subsidiaries, and
franchisees should do all possible to keep its flights on schedule. However, this is not always
practicable, and a flight may be delayed or cancelled as a result. Customers should be informed
of their rights under EC Regulation No 261/2004 if this occurs. Unless they have requested
assistance in the coordination, this legislation will apply to all passengers departing from an EU
airport and all passengers travelling into an EU Member State on an EU airline. If a flight
schedule is disturbed, KU should do everything necessary to minimize the disruption and make
any waiting time as pleasant as possible. All actions must comply with Regulation (EC) No
261/2004 of the European Union, which specifies identical processes for passenger
compensation and assistance in the case of denied boarding, aircraft cancellation, or extended
delay.
References
Archana, R., Subha, M.V. (2012), “A study on Service Quality and Passenger
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Bashir, M.S., Machali, M.M., & Mwinyi, A.M. (2012). The Effect of Service
Chen, K.R. and Liu, Y.C. (2002), “The study of domestic airline service quality
University Press.
satisfaction and loyalty: The case of Uganda airline industry", The TQM Journal, Vol.
16
Howat, G., Assaker, G., (2013). The hierarchical effects of perceived quality on
pp268-284.
Kim, W.G., Ng, C.Y & Ki., Y.S. (2009). Influence of institutional DINESERV on
Markovic, S., & Jankovic, S.R. (2013). Exploring the Relationship between Service
Mbuthia, S., Muthoni, C., & Muchina, S. (2013). Hotel Service Quality: Perceptions
Mohammad, A.S., & Alhamadani, S.Y. (2011), Service Quality Perspectives and
Economics, 14.
Parasuraman, A., Zeithaml, V.A. and Berry, L.L. (1985). A conceptual Model of
pp. 238-242.
Petrick J.F. (2004). „The Roles of Quality, Value, and Satisfaction in Predicting
43.
Raditha H., Michael C., & David D (2015). “The Mediating Role of Perceived
Sabri T., Oguz Y. (2011). “Measuring service quality and a comparative analysis in
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60.
Wang, C., Han, X., and Wen, B. (2003). An empirical study of the relationship
70-74.
Wu, C.H-J. and Liang, R.D. (2009). Effect of experiential value on customer
pp.2-22.
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APPENDICES
Appendix I: Questionnaires
This survey is designed to gather information on how you feel about the service provided
Please respond to the following questions by putting an X next to the most appropriate
more than 10 [ ]
This section is about the factors that influence your satisfaction with the airline.
Please put an X in the appropriate cell to show how much you agree or disagree with
Strongly concur
Disagree to a degree
Disagree vehemently
Agree to a degree
20
Factors
1Flight Adherence to Schedule
2Ability to deliver what is promised
3Aircrafts Types
4staff uniform Appearance impression
5Confidence in employees’ behaviors
6Problem solving interest for complaints and requests
21
questions
Visual ability of flight materials associated with
the service
Willingness to assist clients.
1 Service consistency.
1 Working hours that are convenient.
1 Customers are given individual attention by the airline
1 The airline's physical facilities.
1 The ability of employees to respond to client requests.
1 Employees' treatment of consumers with respect.
1
There are no right or incorrect answers in this section because it is about your
Please put an X in the appropriate field if you believe the airline has the
Disagree to a degree
Agree to a degree
Disagree vehemently
Strongly concur
Factors
1The Adherence of flights schedule by Airline
2Provision of Airline services as promised
3The uniform used by staff is attractive
4The behaviors by employees build confidence in customer
5A solution help is always available regardless of the
problem
6 The safety record of the airline is good
7Services by the airline are immediate
8The customers are addressed well by employees in case of
any enquiries
9 The flight Materials used by airline are appealing
visually
1 The services offered by employees are well
communicated
1 The working hours of the airline are convenient
1The customers of the airline are given individual attention
1The behaviors by employees build confidence in customer
1 Customers are given individual attention by the airline.
1Customers are treated with respect by the airline's workers.
1Employees are on hand to respond to client inquiries.
1The airline's facilities are very pleasing.
1Disabled, sick, and babies receive excellent care.
1The airlines' check-in and boarding procedures are both quick
of any enquiries
SERVQUAL model was used as a starting point (Zeithaml et.al., 1988)