Competitive service quality benchmarking in airline industry using AHP

Abstract

Purpose – The purpose of this paper is to measure competitive service quality (SQ) performances of domestic full service airlines in India by providing a framework based on analytic hierarchy process (AHP), in order to benchmark their SQ thus, enhancing competitiveness and gaining competitive advantage. Design/methodology/approach – The present study has used the AHP methodology to benchmark the SQ of airlines in India. Subsequently, competitive SQ gap analysis is performed to evaluate and compare strength and weakness of focal firm (Airline “B”) against its competitors. Findings – In this research work, total of 23 SQ attributes and five dimensions have been identified based on extensive literature review, focus group brainstorming and experts opinion from the Indian airline industry. The study reveals that air travelers rate assurance as the most important criteria and safety as the most important sub criteria followed by on time performance, performing the services right, the first time and remedial process for delayed or missing baggage. Furthermore, based on AHP methodology, the result shows that Airline “A” has emerged as a market leader and is considered as a benchmark airline. Practical implications – This framework will help airline management and policy makers to identify area of service improvements and identify SQ gaps with respect to the benchmark airline. This will help in formulating suitable competitive strategies for SQ improvements, thus gaining competitive advantage. Originality/value – In this research work, AHP-based SQ framework have been applied in Indian domestic aviation industry for competitive SQ benchmarking which is a novel contribution, thus widening the existing knowledge base in aviation SQ literature.

Sustainability of airlines in India with Covid-19: Challenges ahead and possible way-outs

“…Notwithstanding the extensive infrastructural development supported by government, airlines in India often combat financial distress with the changing dynamics of internal and external environment (Mahtani and Garg 2018 ). Indian aviation industry in India has undergone rapid transformation with the liberalization of Indian aviation sector (Singh 2016 ). India began to relax controls on its airline industry in 1986, allowing willing entrants to add system’s capacity.…”

“…Also, annual inflation and GDP growth rate in the country has a major influence on the sustainability of the airlines in India (Mahtani and Garg 2018 ). With uncontrollable cost behavior, tight margins and cut-throat market, survival and subsistence of airlines largely depends on its ability to maximize their customer base (Singh 2016 ). Fierce competition compel the airlines to optimizes their revenues (Josephi 2005 ; Krämer et al 2018 ).…”

“…In fact, in view of dipped consumable income, the reduced cost possibly be a relief for passengers in terms of affordable flying. Air travelers rate assurance (Singh, 2016 ) and financial conditions of airlines significantly affect the quality of air travel. Product quality decreases when airlines are in financial distress (Phillips and Sertsios 2013 ).…”

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“…Alanyazında havayolu işletmelerinde hizmet kalitesine ilişkin çalışmalar ele alındığında, özellikle SERVQUAL modeli başta olmak üzere (Ahn ve Lee, 2011;Pekkaya ve Akıllı, 2013), çeşitli ölçüm modellerinin ve çok kriterli karar verme yöntemleri gibi yaklaşımların (Tsaur vd., 2002;Singh, 2016) benimsendiği, bununla birlikte hizmet kalitesinin çeşitli açılardan ele alındığı görülmektedir. Bu kapsamda çalışmalarda genellikle hizmet kalitesinin memnuniyet ve sadakat gibi değişkenlerle ilişkisinin ele alındığı, diğer yandan;…”

Hastane Hi̇zmet Kali̇tesi̇nde Servqual Boyutlarinin Önem Dereceleri̇ni̇n Beli̇rlenmesi̇

“…İlgili literatürde, SERVQUAL ölçeği boyutları ile ÇKKV teknikleri kullanımı yeni değildir. Özellikle AHP yöntemi kullanan konaklama işletmeleri (Pekkaya & Başaran, 2011), havayolu (Singh, 2016), parekendecilik sektöründe (Gopalan, 2016), seyahat acentalarında (Moekoe & Utomo;, yeme içme sektöründe (Yıldız & Yıldız; yapılan çalışmalara da rastlanabilmektedir.…”