CHAPTER-2

RESEARCH DESIGN

TITLE-

A STUDY ON FUNCTIONAL AREAS OF AIR INDIA

INTRODUCTION

In this Chapter we are gonna learn about AIR INDIA aspects of Research
Methodology ,Statement of the problem,objectives,scope, limitations,plan of analysis.

Air India is India’s national Airline. Air India’s history can betraced to October 15, 1932. On this
day J.R.D. Tata, the father of Civil Aviation in India and founder of Air India, took off from
DrighRoad Airport, Karachi, in a tiny, light single-engine de Havilland Puss Moth on his flight to
Mumbai via Ahmedabad. Air India was earlier known as Tata Airlines.

At the time of its commencement, Tata Airlines consisted of one Puss Moth, oneLeopard Moth,
one palm-thatched shed, one whole time pilot, onepart-time engineer, and two apprentice-
mechanics.

Tata Airlines was converted into a Public Company under the name of Air India.

In August 1946 on March 8, 1948, Air India Internationa lLimited was formed to start Air India’s
international operations.On June 8, 1948, Air India started its international services with aweekly
flight from Mumbai to London via Cairo and Geneva with aLockheed Constellation aircraft. In
early 1950s due todeteriorating financial condition of various airlines, theGovernment decided to
nationalize air transport. On August 1,1953 two autonomous corporations were created. Indian
Airlineswas formed with merger of eight domestic airlines to operatedomestic services, while Air
India International was established tooperate the overseas services. The word 'International'
wasdropped in 1962. With effect from March 1, 1994, the airline hasbeen functioning as Air
India Limited. Air India's worldwidenetwork today covers 44 destinations by operating services
with its own Aircraft and through code-shared flights.

Statement of the problem

Scope of the study

This study can be implied in any of the industry as a tool for identifying the employee perception
and belief towards the motivation factors is an organisation.One can know the requirements of
the employees and introduce various motivational tools.Compsny can identify the various tools
leading to job satisfaction in different industries as we have done in Airline Industry.

This can also be used for various other airlines,which would help in getting knowledge about
motivation policies of those airlines.This study can be taken as a reference for studying various
other provisions like health,safety and welfare ,performance appraisal and can be studied with
reference to organization.

Objectives
The current study is aimed at evaluating the service quality and customersatisfaction of Airlines
in India.The following are the objectives of the study

· To study the role of service quality in providing the excellent customersatisfaction in Air
India industry.

· To analyze the perception of customers toward Indian Airline.

· To identify major problems which the Indian Airlines faced.

Hypothesis

Service Quality has a positive influence over the customer‟s decision regarding choosing the
airlines to travel.

Research Methodology
The methodology which they used in their research was collection of data from two sources
Primary and Secondary sources. They found despite many issues in of Indian aviation industry.
The sector has improved very much and it will have a bright future. The government fulfilled the
expectation of domestic and national passengers to high extend.

REVIEW OF LITERATURE

[1]C. Murugesan, Dr. R. Perumalsamy2

Ph.D. Research Scholar, Sri Subash College of Arts and Science, Pollachi, Tamil Nadu, India

Principal, Sri Subash College of Arts and Science, Pollachi, Tamil Nadu, India

A Study on Service Quality and Customer Satisfaction in Domestic Aviation Sector with
Reference to Air India Limited, Mumbai

Abstract

Air Transport is the most recent mode of transport. It is the gift of the twentieth century to the
world. The two world wars gave a great impetus to the development of air transport in almost all
the countries of the world. Aviation creates large number of jobs, every million passenger
transported fashion thousand jobs directly at the airports and a further enlargement in the
national economy. However the outrageous rates have made it the mode of travel of the rich or of
the business community for whom time is more affluent than air travel. The success of an any
airways fully depends on quality of service delivery and customer satisfaction. The main
objective of the present study is to find out the customer satisfaction in airways in various objects
like, quality, service, fare etc.

Keywords: Airline Booking, Service, Quality, Passengers Satisfaction, Tangibility, Reliability,

Assurance, Responsiveness and Empath[1]

[2]BoFengabYanzhiLicZuo-Jun MaxShendi

A Study on Air Cargo

Transportation Research;Emerging technologies

Volume-56 Article published on July 2015 pages 263-264

Highlights
•We provide a review of existing air cargo operation studies.
•We also provide important findings from an industrial survey.
•The gaps between existing studies and real world operation practice are identified.
•New research opportunities for air cargo operations are suggested
Abstract

This study reviews the literature on air cargo operations and compares theoretical studies with
the practical problems of airlines, freight forwarders, and terminal service providers. In
particular, we review studies in which mathematical models were used to identify the essential
characteristics of air cargo operations, such as the intrinsic differences from passenger
operations, and to explore the service processes in air cargo operations. The typical models used
in previous studies are summarized. We then highlight the insightful findings from an industrial
interview and present the gaps between previous research and practical realities. We finally
discuss the new research opportunities of air cargo operations according to the gaps.[2]

[3]Anshu Agrawal

Sustainability of airlines in India with Covid-19: Challenges ahead and possible way-outs
Journal of Revenue and Pricing Management volume 20, pages457–472 (2021)

Abstract

Coronavirus outbreak has been highly disruptive for aviation sector, threatening the survival and
sustainability of airlines. Apart from massive losses attributed to suspended operations, industry
foresee a grim recession ahead. Restrictive movements, weak tourism, curtailed income,
compressed commercial activities and fear psychosis are expected to compress the passenger
demand from 30 to 60%, endangering the commercial viability of airlines operation. Fragile to
withstand the cyclic momentary shocks of oil price fluctuation, demand flux, declining currency,
airlines in India warrants for robust structural changes in their operating strategies, business
model, revenue and pricing strategies to survive the long-lasting consequences of Covid-19.
Paper attempts to analyze impact of lockdown and covid crisis on airlines in India and possible
challenges ahead. Study also suggests the possible way-out for mitigating the expected losses.[3]

[4]Minisha Gupta

*Corresponding author. E-mail address: reach2minisha@gmail.com (Dr. M. Gupta)

Assistant Professor, Noida Institute of Engineering and Technology,

Gr. Noida Article History Received 20 May 2015 Accepted on 21 June 2015

A Case study raising questions on the survival of Air India

Abstract

After economic liberalization there is a fierce competitiveness in Indian market leading to

organizations adopting innovation and change. Organizations resort to this initiative as a
result of downsizing, economic recession, restructuring, and reengineering. Air India being
the third largest airline in India is still facing challenge to sustain in this competitive era.
Although Air India has been through various phases of transformation from organizational
driven to employee driven including changes in:

(i) Strategic intent, competencies, challenges, and learning

(ii) environment, technology, and customer behavior,

(iii) effect of communication, impact on employees attitude and behavior, role of culture,
climate, and structure,

(iv) reasons for the success or failure of change. However, it is still facing challenges to
retain its survival. This study reviews literature on Air India and unravel questions on the
survival and growth of this Indian airline.

Air India- A case study of a drowning ship…. Being awarded with several national and
international awards from consumer services to corporate social responsibility Air India was
considered among the best and prestigious air services. It was once upon a time a first priority of
customers and also their status symbol. It also received the Corporate excellence award for its
innovation and vision. To tackle all these issues this case study has been taken up. The
study tries to unravel the issues for its future survival. The division of Tata sons Ltd. Tata
airlines on 29th July 1946 became public limited company under the head of Air India. In
1948 after independence of India, 49% of the airline acquires by Govt. of India, with an option
to purchase an additional 2%. In return, the airline was granted status to operate
international services from India as designated flag carrier under the name Air India
International. In 1960 Air India International entered Jet age. On 8th June 1962, airline's name
was officially truncated to Air India and on 11th June it became the world's first all jet
airline. In 1986, with the delivery of Air bus A310-300 airline became the largest operator of
this type in passenger service.

Keywords: Organizational Change, Air India, Competitiveness, Sustainability, Survival.[4]

[5] R Archana

*Associate Professor, Directorate of Online & Distance Education (DODE),

Anna University of Technology, Coimbatore, Tamil Nadu, India

International Journal of Multidisciplinary Research

Vol.2 Issue 2, February 2012, ISSN 2231 5780

A study on service quality and passenger satisfaction on Air India

Abstract

This study examines the underlying forces of service quality influences on passengers‟
satisfaction in aircraft transport. The study examines which dimensions have a positive influence
on service quality and which dimensions have the most and least important impact on service
quality in international air travel, as perceived by airline passengers. The findings of this study
are based on the analysis of a sample of 270 respondents. This study analyzed the data from
passengers of three classes, economy, business and premium. The results suggest that there are
different factors of in-flight service quality that are important according to the customer seat
class. The dimensionality of perceived service quality in international air travel was explored and
three dimensions were identified. These dimensions include in-flight service, in-flight digital
service and back-office operations. The findings reveal that these three dimensions are positively
related to perceive service quality in international air travel and of these dimensions, Cuisines
provided, seat comfort safety are the most important dimension in in-flight service quality.
Personal entertainment is the most important dimension as perceived by airline passengers in
Inflight digital service quality. Online ticket booking is another dimension in back-office
operations. In addition, the findings indicate that passengers‟ satisfaction on different airline
companies on basis of the services delivered.

Keywords: Service Quality, Passenger Satisfaction, In-flight services, In-flight digital services,
Back-office Operations, Class of Journey, Airline Industry.[5]