Lo5

LSC 2533 Research Methods (CLO 5) Components Three articles are described with the following for sections each: • Section 1 – Library research description • Section 2 – Article abstracts and references • Section 3 – Research descriptions • Section 4 – Article evaluation The full evaluation is provided under the top ranked article – Article 3 Article 1 Section 1 Source: HCT Libraries page >Discover>Electronic Resources Search terms: customer satisfaction in international air travel Section 2 Title: Customer Satisfaction Level Provided by Air Asia Abstract The emerging of new budget airline such as Malinda Airway and Firefly has made the budget airline market competitive. In order to compete with other market, Air Asia needs to be excellence in some aspect in order to become the market leader. The purpose of this research is to find out the customer satisfaction level towards the services provided by Air Asia. The objectives of the study are (i) to identify the level of perception towards service quality, (ii) to determine the most dominance factor of customer satisfaction and (iii) to determine the level of customer satisfaction on Air Asia. A total of 120 sets of questionnaires were distributed to the customer at Air Asia service counter located in Sinai Airport (Sultan Ismail International Airport). Mean score and standard deviation, multiple regressions and independent t-test are used to analyze the data collected. The finding shows that online purchasing flight ticket has higher level of perception. Besides, the most dominance factor of customer satisfaction is aircraft condition. In addition, there is no significance difference for customer satisfaction between male and female customer. Reference Sukati, I., Khiang, T. B., & Isnurhadi. (2015). Customer satisfaction level provided by air asia. Asian Social Science, 11(13), 16-27. Section 3 Population This article used convenience sampling. It used structured questionnaire filled by 120 respondents in Sinai Airport (Sultan Ismail International Airport), Malaysia. Research Approach The article takes a quantitative approach and used descriptive statistics to calculate the average likelihood of the Air Asia for service quality and customer satisfaction. Regression analysis was used to determine the dominant factor for customer satisfaction. Participant selection The researcher had used the method of quick Rule of thumb in calculating the size of respondents. According to Perrault (2007) which give formula of n=2500/E2 in calculating the sample size where n was the sample size required and E was the maximum error for the research. When the maximum acceptable error is 5%, therefore by using the formula, the researcher get 100, which means 100 respondents are required but the researcher had distributed 120 questionnaires to avoid the uncompleted questionnaire and increase the accuracy. Main results The finding shows that online purchasing flight ticket has higher level of perception score 4 out of 5 on Likert scale. Besides, the most dominance factor of customer satisfaction is aircraft condition. In addition, there is no significance difference for customer satisfaction between male and female customer. In this article the researcher has used five components of service quality (online purchasing flight ticket, check-in counter service, flight attendant, aircraft condition and food service) to assess the satisfaction level. The research could have much improved if some key factors for customer satisfaction like timeliness, comfort, safety, convenience, security and other related factors have been taken into consideration. Section 4 Ranking: Bottom Article 2 Section 1 Source: HCT Libraries page >Discover>Electronic Resources Search terms: air travel Section 2 Title: Perceived high air fares: Effects on location and business travel decisions Abstract This study examined the effects that air fares perceived as higher-than-average may have on the travel and location decisions of existing and prospective businesses in a medium-size Midwestern city. Although a subject of much discussion locally, air fares were not included among the decision factors in the location literature. Empirical data on perceptions and importance of air fares were collected from travel managers and location decision makers at the corporate level, and from convention planners. The results indicated that, while respondents' ratings of the importance of air fares were rather low, air fares generated greater divergence of ratings than other factors, suggesting there are segments of decision makers, among both businesses and conference planners that consider air fares as more important. Reference Walter, C. K., & Suzuki, Y. (2002). Perceived high air fares: Effects on location and business travel decisions. Transportation Journal, 42(1), 42-50. Section 3 Population The population used in the research were business and conventional locations in United States. Both business and conventional were identified through survey of the organizations, firms and telephonic conversation to locals about air fares and their decision making. Research Approach The research approach is qualitative and involved interviews to business and conventional locations decision makers. Two similar questionnaires were developed for both locations and each participant was interviewed about half an hour to one hour. Participant selection An exploratory research was conducted to identify business and conventional locations with high air fares and a list of 56 locations were identified of which 40 locations, 23 business and 17 conventional, were successfully interviewed. Main results According to author, business locations decision makers were well aware of high airfares and considering all the modes of transportations for their business travels while the conference and conventional travel decisions were taken for other costs and availability of services. By explaining the exploratory survey to identify the business and conventional locations for high fares, the author made us understand the importance of decision making to consider other modes of transportation and cost saving associated with other modes. Besides the researcher could have made it better if it was a comparative study of air travel and other modes of transportation considering the same cost of hoteling, availability, weather conditions and area attractions as mentioned in the paper. Section 4 Ranking: Middle Article 3 Section 1 Source: HCT Libraries page >Discover>Electronic Resources Search terms: international air travel Section 2 Title: An empirical analysis of customer satisfaction in international air travel Abstract Since the September 11, 2001 terrorist attacks, the Iraq War, and the outbreak of SARS and the bird flu in the Far East and Canada, the air travel industry has been severely depressed. Moreover, “no-frills” airlines such as Pacific Blue and Freedom Air emerged with a value proposition that was radically different from the branding and service offers of the more conventional airlines, such as Singapore Airlines. The combination of these three events poses a competitive threat for many high-frills international airlines as they seek methods to satisfy their customers. This study investigates the factors that influence passengers’ satisfaction and behavioral intentions in international air travel. 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 428 respondents. The dimensionality of perceived service quality in international air travel was explored and seven dimensions were identified. These dimensions include timeliness, assurance, convenience, helpfulness, comfort, meals, and safety and security. The findings reveal that these seven dimensions are positively related to perceived service quality in international air travel, and of these dimensions, safety and security is the most important dimension. Timeliness is the least important dimension as perceived by airline passengers. In addition, the findings indicate that passengers’ perception of international air travel service quality will differ according to passengers’ age, gender, income, occupation and marital status. Reference Clemes, M. D., Gan, C., Kao, T. H., & Choong, M. (2008). An empirical analysis of customer satisfaction in international air travel. Innovative Marketing, 4(2), 49-62. Section 3 Population This article used a structured questionnaire, developed on 5-point Likert Scale from strongly disagree to strongly agree, to assess the customer satisfaction factors on air travel. The data collected from one geographical location in a span of two weeks. The respondents belonged to different ethnicity like New Zealand, Australia, America, Asia and Europe. Research Approach A quantitative approach is used as the outcomes are presented numerically. The respondents are assessed age, purpose of visit (business or non-business travelers), gender, education, occupation, frequency of flying, marital status, and income based on self-report questionnaire. Next, the effectiveness of counseling was determined based on closed ended questionnaire results. Participant selection The researcher used structured questionnaire and interviewed about 387 respondents of multiple nationality origins based on age, gender, education, occupation, purpose and frequency of air travel. Main results The main factors for customer satisfaction were identified as safety and security, helpfulness, convenience, meal, comfort timeliness and assurance. It further explains the major portion customer satisfaction is based on perceived service quality than perceived price. So the airlines should focus on in-flight services as well as pre-flight and post flight services. Section 4 Ranking: Best The author filled the questionnaire from 30 respondents initially to check the reliability of the questions used. After finding the questions valid and reliable the questionnaire were further completed by 387 respondents to fulfill the validity and reliability of the research. The multiple dimensions used in the questionnaire and the results from many angles provides us a thorough understanding of perceived service quality and its effect on customer satisfaction by considering the price charged. The quality of services meant more to the people than the price charged for services provided. The author provided that to improve service quality providers should also consider pre-flight and post-flight services in addition to the in-flight services. In the limitation and conclusion part author describes that the research was completed in a short span of two weeks and collected in a single geographic area. So the results may differ for the same factors tested in a different geographic region. The article may have been improved if more dimensions for service quality has been included. As the satisfaction of customers is the key to the success of every businesses, so the maximum possible factors should be considered to assess the perceived quality of services. The results can further be improved if multiple geographic areas will be taken into consideration.