Research report on Data Analysis Task
The survey is conducted using both unstructured and structured questions. The sample selected was random to avoid the biasness. 38 participants answered the questionnaire based on total 10 questions. In order to analyze the satisfaction level of customers of Saudi Arabia Airline, each question was designed to answer the research questions designed earlier. The target population was all the customers who travel through airlines while the sample was selected randomly by making sure that there are equal number of women and men so that the results are not gender biased. The number of responses and their ages are shown in the pie chart below.
Out of 38 responses 45% of the respondents were between the age of 31-40 and 56% of the respondents fell in the range of 21-30 years. Moreover most of the respondents were students (76%) while teachers were 8%, nurses were 5% and 11% belonged to others group (as shown in the figure below).
In order to answer the research questions we targeted the sample with different questions related to products and services of Saudi Arabia Airlines and for brand recognition. For analyzing each research question we have set up different question that are discussed below.
Opinion about Saudi Arabia Airline
In order to answer this research question the researcher set up the question where the respondents were asked to answer the open ended question in which the suggestions were welcomed. Most of the respondents suggested that Saudi Airlines needs to improve its customer services area where the customers can be entertained in a much better way, their ideas can be heard and a friendlier attitude can be maintained. Other concerns and suggestions were related to time accuracy, punctuality of flights, improvement in the ticketing services, improvement in food quality and other entertainment services, addition of more domestic and international routes and lowering of the ticket prices. Many of the respondents (5 out of 38) believed that the Airline is not providing services like Etihad Airways and Emirates. So Saudi Arabia Airline needs to look at the services that are offered by the international flights.
The respondents were directly asked about the services provided by the Saudi Arabian Airlines in order to analyze their overall opinion towards the services. The responses are shown below in the figure.
The figure shows that none of the respondent considered the services of Saudi Arabian Airlines to be very good. However, 40% of the customers were neutral and indifferent about the services of the Airlines. This could be either due to lower percentage of customers who flew with Saudi Arabian Airlines or due to lower brand recognition. 24% of the customers were not satisfied while 26% of the travelers concluded the services to be of good quality.
In order to check the brand recognition of Saudi Airline, the researcher asked whether the respondents were aware of Saudi Airline brand’s name. The responses are shown below in the figure.
Out of 38 responses 52% of the respondents knew about Emirates Airlines and only 26% of them were aware of Saudi Arabian Airlines. The percentage is still high as compared to British Airways, Qatar Airways, Etihad Airlines and American Airlines. This shows that 10 out of 38 respondents knew about the Saudi Arabian Airlines brand which is a good indicator. Although brand recognition and brand preference are measured separately as it cannot be concluded that the customers who knew about Saudi Arabian Airlines have in actual travelled with it or will prefer travelling on it.
It can be seen that 26% of the people recognized Saudi Arabian Airline but only 16% of the respondents actually travelled with Saudi Arabian Airlines. This shows a red alert area where Saudi Arabia Airlines might have failed to attract the customers to travel with them. This also indicates the problem with marketing campaign through which the Saudi Arabian Airlines is influencing the targeted consumers. It shows that the marketing campaign and advertisement needs to be improved in order to attract more travelers. The most travelled airlines identified was Emirates, so Saudi Arabian Airlines need to look at how Emirates is working its way towards attracting the travelers and what it offers to persuade the travelers to travel with them.
Satisfaction Level for Saudi Arabia Airline
In order to analyze the level of satisfaction of the respondents the researcher has put up a question in which the variables like loyalty programs, availability of tickets, rerouting, prices, cancellation of tickets, customer feedback system and value for money were analyzed.
As it can be seen that 37% of the respondents were neutral about the loyalty programs offered by the Saudi Arabian Airlines. On the scale of 10, the overall satisfaction level was 2.84 which is quiet low. 29% of the respondents were neutral about the availability of Saudi Arabian Airlines tickets while 45% were not satisfied with the ticketing services of Saudi Arabian Airlines. On scale of 10 the overall satisfaction level of ticketing services was 2.45 which is quite disturbing as well. Moving to the rerouting services offered by Saudi Arabian Airlines, it can be seen that the overall service was rated at 2.87 on scale of 10 with 50% of the respondents being neutral about the rerouting services. As far as prices of the tickets are concerned, 27% of the respondents thought it to be overpriced and 50% were indifferent about the prices of tickets. The overall satisfaction level with ticket prices was 2.87 on scale of 10. The booking and cancellation services offered by Saudi Arabian Airlines received a good response where 29% of the respondents thought it to be efficient while 48% were still indifferent about the cancellation services. The overall satisfaction level with the cancellation of tickets was at 3.11 (highest of all) on scale of 10. As far as the customer feedback system is concerned, 45% were not satisfied with the services and 21% of the respondents were still indifferent about the customer feedback system of Saudi Arabian Airlines. The overall satisfaction level of the customer feedback system was at 2.45 (lowest of all) on scale of 10. Lastly to make inferences about the value for money offered by the Saudi Arabian Airline, the researcher asked about the satisfaction level of each customer and the responses show that 34% of the respondents are not satisfied with the value for money offered by Saudi Arabian Airline while 39% were indifferent by choosing neutral response. The responses can be seen in the table below.
It can be seen that 55% of the respondents were indifferent about the satisfaction level where they were neither dissatisfied nor satisfied with the services provided by the Saudi Arabian Airlines. However, the percentage of dissatisfaction was 26% as compared to 11% of the respondents who were satisfied with the Saudi Arabian Airlines. This shows that the overall satisfaction level is quite low.
Consumer Attitude towards Preference
In order to make inferences about the preference of brand by the customers, the researcher exposed them with the question where their recommendation about choosing a travelling airline was asked. The responses are shown below in the graph.
The results indicate an alarming situation for Saudi Arabian Airlines where none of the respondent preferred it to be recommended further. The results show that 66% of the travelers chose Emirates Airlines as a recommendation for travelling to their friends and family while Qatar Airways laid at second preferred option for travelling. 11% of the respondents chose Etihad Airlines to be recommended further to their friends and family for traveling.
Effectiveness of Products and Services of the Airlines
The respondents were asked for the most important feature for travelers to be considered by the airlines. The responses are shown below in the figure.
The figure above indicates that the most important feature for the customers (when choosing the airline) is comfortability of seats. 32% of the respondents showed their inclination towards seats comfortability while 18% chose respect to be the deciding factor. Respect for travelers was chosen as an important feature by 18% of the customers while 16% chose quick customer care services by the airlines. Prices and food quality also received high responses as 13% and 11% (respectively) concluded that food quality and prices are the important factor when the decision is to be made for choosing an airline. Entertainment quality also received 10% votes as an important feature of airlines services.
The whole analysis above shows that the Saudi Arabian Airlines is recognized as a brand but lesser number of customers chose it for travelling or recommending to friends and family for travelling. The reasons could be higher prices, poor quality of food, poor customer feedback system, poor value of money, and lesser availability of tickets, very bad loyalty programs and high prices. Out of all the variables customer feedback system and availability of tickets received lowest scores and were considered as very bad service of Saudi Arabian Airlines (as shown in the figure below).
Moreover for the customers, the most important feature for the airlines was found out to be comfortability of seats and respect for customers. The Saudi Arabian Airlines does not appear to have an effective customer feedback system to assess their performance as it received 45% of the respondents believed it to be bad. By utilizing the responses, Saudi Arabian Airlines can implement changes in its current system to make the customers more satisfied.
Since the airline transportation is a main and important way of letting people reach their destinations, so satisfying a customer has always been the main objective of any marketer. Price and service quality affects the level of customer satisfaction (Gures, Arslan, & Tun, 2014). The service industries in general and the airlines industry particular, ranks customer’s expectations and customer’s satisfaction at top level while making up their strategies (Al-Medabesh & Ali, 2014). In the aviation sector, price and quality have strong impact on the demand and goodwill of the airline. This research had the initial purpose and objective of letting Saudi Arabian airline to assess the effectiveness of their brand and analyze the customer satisfaction level and their expectations towards the airline services. The study also highlighted the most prominent features that are weighed highest by the travelers when they have to choose between different airlines to reach at their destinations. The study identified various success factors and highlighted the red alert areas for Saudi Arabian airline that could be used by it to re-engineer its services and attract more travelers towards the airline. Saudi Airline can utilize the report to offer services that the travelers require and the services which they are capable of delivering. Management can utilize the core success factors identified in this study to differentiate their brand from other airlines in terms of service quality.
In order to assess the opinion about the products and services offered by the Saudi Arabian Airlines and to evaluate brand recognition of airlines, the study was done through structuring a survey. From this study we can see that the most important feature for the airlines was found out to be comfortability of seats, customer feedback system and respect for customers. Moreover it also appeared through this research that out of all the variables customer feedback system and availability of tickets received lowest scores and were considered as very bad service of Saudi Arabian Airlines. We can see that quality and price sensitive customer focus on the good quality of services that creates a sense of satisfaction amongst the consumers. In this case of Airline services most of the customer focused on the availability of tickets and comfortability of seats to travel.