Project Proposal On A Study On Customer Satisfaction in Srilankan Airlines

Project Proposal
On
A Study on Customer Satisfaction in SriLankan Airlines
Name : K. B Gonagala
Student Registration Number : 613291909
Supervisor : Dr. Nalin Abeysekara

1.1 Introduction
The aviation sector is one of the major economic drivers for prosperity, development and
employment in any country. In services, airline sector plays a predominant role. It promotes
tourism, international investments and globalisation which contribute to the economic growth
of a country. As the national carrier of Sri Lanka SriLankan Airlines handles about 13 billion
passengers across the world in a year and moves above 21,743 metric tons of cargo according
to the annual report of SriLankan Airlines (2014/2015). Flying to 44 countries, SriLankan
Airlines has a fleet of 21 Airbus aircrafts.
Excellent passenger satisfaction is one of the greatest assets for air business in today’s
competitive environment. Passenger satisfaction service arises when a company can provide
passengers with benefits that exceed expectations of the passengers which is considered
value-added. If customers are satisfied with the product or service which the company is
providing then they will buy more, and do so more often. The on board experience is still
something special for the customer. The customers have a wide choice to select the suitable
airline product according to their requirements. Therefore, Airlines Companies are
continuously working on the in-flight product development and innovation to differentiate
themselves from their competitors. There are many factors that can help an Airlines Company
to build its customer base, and passenger service and satisfaction can be a determining factor
in the success of an entire operation.
To identify how the customer satisfaction can be increased is within the study discussing the
factors which lead to customer satisfaction in SriLankan Airlines and the problems which
creates dis-satisfaction among customers.
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1.2 Background of the study
1.2.1 The Organization
SriLankan Airlines which is marketed as SriLankan is the national carrier of Sri Lanka. It was
launched as Air Ceylon and was terminated its operations branding as Air Lanka in 1979. In
1998 by Emirates, it was re-branded and introduced the current livery. After ending the
Emirates partnership, it has continued using its re-branded name and logo. The airline
operates to 94 destinations in 44 countries from its main hub located at Bandaranaike
International Airport in Katunayake. On 1 May 2014 SriLankan Airlines joined the Oneworld
airline alliance providing FlySmiles program. SriLankan Airlines provides business and
economic class and according to the Skytrax, SriLankan Airline is the 3 star airline, which
normally awarded for the fair quality performance. The flight fleet of SriLankan Airlines
comprised of seven A330 -300, six 330 -320, six 320 and two 321 air crafts. SriLankan
Airlines operates several cargo flights to Male, the Middle East, and India, using a McDonnel
Douglas MD-80 of FitsAir. SriLankan Airlines began domestic air taxi service using two
Canadian-built DHC-6-100 aircraft to increase tourism in the southern and central cities of
Sri Lanka. It currently flies to Ampara, Bentota, Castlereagh, Dandugama, Dikwella,
Hambantota, Kandy, Koggala, Nuwara Eliya, Tissamaharama, and Trincomalee, all from
Colombo. Other subsidiaries include catering, engineering, ground handling and IT services.
1.2.2 Problem Identification
Identify the factors those leads to customer satisfaction in Airlines Industry
1.3 Problem Statement
According to the passenger reviews left on airline rating web sites, SKYTRAX and
AirlineRatings and the travelling web site, Tripadvisor, the customer satisfaction reflects a
moderate level of satisfaction while most of the reviews state that the customer satisfaction is
poor. The service what they are really served is deviated from the service quality expected by
the passengers. This service quality includes the services provides by the Airline and the
airport. Therefore it may leads to generate a negative impact on the air travellers wish to
select SriLankan Airlines and the Bandaranayke International Airport which cause passengers
to reject the airline and the airport ultimately the both will suffer from financially loss.
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This causes the researcher to undertake a proper research study on this area.
It appears that Airlines services are the crucial factors that determine the customer
satisfaction. Therefore, the researcher decided to narrow down the research area around the
pre-flight services and inflight services by the airlines and how they affect the customer
satisfaction.
Therefore, the final problem to be further researched through this exercise is: ‘If the available
inflight services and pre-flight services by the airlines is not sufficient whether it will affect
the customer satisfaction and whether they get the expected customer satisfactions to the
money being paid’.
1.4 Objectives of the Study
To determine the relationship between Price and customer satisfaction.
To study the role of service quality in providing the excellent customer satisfaction in
SriLankan Airlines.
1.5 Conceptual Framework
Independent Variable Dependent Variable
Price
Customer
Satisfaction
Service
Quality
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1.6 Hypothesis of the Study
H1. Service Quality has a positive influence over the customer’s decision regarding choosing
the airlines to travel.
H2. Price has a positive influence over the customer’s decision regarding choosing the
airlines to travel.
1.7 Methodology
1.7.1 Method of data collection
Collection of data is done through presenting a questionnaire.
1.7.2 Population and Sample
The SriLankan Airlines passengers is the population while the sample is expected consists of
30 passengers flying with SriLankan airlines above the age of 20.
1.8 Limitations of the Study
The sample size is limited to 30 passengers only which therefore this research work does not
stand for whole passenger population using SriLankan Airlines.
1.9 References
All the text books read, the journal articles, the magazine articles, newspaper articles referred
and the websites retrieved will be included.
The questionnaire used to gather data will also be included at the end of the text.

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Project Proposal

A Study on Customer Satisfaction in SriLankan Airlines

Student Registration Number : 613291909

Supervisor : Dr. Nalin Abeysekara

1.2.1 The Organization

1.2.2 Problem Identification

Identify the factors those leads to customer satisfaction in Airlines Industry

1.3 Problem Statement

1.4 Objectives of the Study

To determine the relationship between Price and customer satisfaction.

1.5 Conceptual Framework

Independent Variable Dependent Variable

1.7.1 Method of data collection

Collection of data is done through presenting a questionnaire.

1.7.2 Population and Sample

1.8 Limitations of the Study

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