Results analysis
1. The overall customer satisfaction level
The responses of 100 respondents on the questionnaire survey have been collected and analysed using SPSS analysis software. The following techniques were used for data analysis: Descriptive, Frequency analysis, correlation and cross tabulation.
Functional dimension, service quality, reliability (any flight delays), tangibles such as in-flight shopping availability and food and beverages available during the flight, room for leg in the cabin seats, systematisation of service delivery – the convenience of the ticket booking system, and responsiveness – how well problems were handled by the Jet Airways customer care if any took place, such as flight delays and any complaints the customers had.
First of all, the question 1 of the questionnaire asked ‘How often the respondents travel with Jet Airways’. The responses were rated on the basis of the 4-point Likert - scale answer choices”
1 – Regularly, 2 – Often, 3 – Occasionally, 4 – Not very often
The Frequency analysis (see Table 1 below) revealed that on average the respondents chose the number 2 response option – ‘Often’ and the most frequently answer they gave was – ‘Regularly’. This also can be seen from the visual demonstration of the responses on the Figure 1.
Table 1. Question 1 Frequency analysis.
Statistics
How often travel
N
Valid
100
Missing
0
Mean
2
Median
2
Mode
1
Figure 1. How often the respondents travel by Jet Airways
According to common sense it demonstrates an overall satisfaction and willingness to use the Jet Airways services although there could be a chance that the customers mostly travel on business purposes and the airlines are chosen by their companies due to the low prices and contractual relationships with the airlines, so they provide favourable conditions to the companies. Question 2 of the questionnaire inquires therefore in what is the purpose of travelling the respondents use the Jet Airways – business or leisure. The analysis of the responses reveal that the average and the mostly given response is business travelling (Table 2) although the graph on the Picture 2 demonstrates that there is not much difference between the number of business and leisure travellers, which means that the respondents still have personal preference for Jet Airways. This confirms that the overall customer satisfaction with Jet Airways is high.
Table 2. Question 2 Purpose of travelling
Statistics
Purpose of travel
N
Valid
100
Missing
0
Mean
1
Median
1
Mode
1
Picture 2. Question 2 Purpose of travelling
This assumption can be confirmed by analysing the corresponding responses on the questionnaire Questions 13, 15 and 16 and ask as listed respectively below:
Question 13: Rate your overall flight experience with Jet Airways: 5 – Excellent; 4- Good;
3 – Average; 2 - Below average; 1 – Poor.
Question 15: Would you like to fly with Jet Airways again? 1 – Yes; 2 - No
Question 16: Would you recommend others to fly with Jet Airways? 5 - Most likely; 4 – Likely; 3 – Undecided; 2 – Unlikely; 1 - Not at all likely
The Frequency analysis below (Table 3) show that the overall satisfaction with Jet Airways was rated as ‘Good’ to ‘Average’ (Mean – 3.35) with the most frequent response ‘4 – Good’. The responses on the Question 15 confirmed that they would use Jet Airways again (Mean – 1.08, Mode – 1) and ‘Likely’ to recommend this airlines to the others (Average response) wit the most frequent response – ‘Most likely’ to recommend (Mode – 5).
Table 3. Questions 13, 15, 16 Frequency analysis
Statistics
Overall Experience at JetA
Fly JetA again
Recommend JetA to others
N
Valid
100
100
99
Missing
0
0
1
Mean
3.35
1.08
4.16
Median
4.00
1.00
4.00
Mode
4
1
5
The assumption of the overall satisfaction relates to the conclusions made in the literature review according to Brady & Robertson (2001), who stressed that the repurchase of services and enhanced word of mouth are the
