Service Quality In Airline Industry

2. Service Quality
Service quality, a consumer's judgment about the overall superiority of a product or service (Zeithaml, Bitner, & Gremler, 2009), is widely acknowledged as one of the important determinants of brand loyalty. Service quality is an essential strategy for success and survival of any business organisation, as it can influence customer purchase behaviour and organisation performance (Zeithaml, Berry, & Parasuraman, 1996). Considering the importance of service quality for any business, marketing strategies are developed with that keeping as an important factor in mind.
Hypothesis
Review of the literature on airline industry shows that customer satisfaction and service quality plays an important role in developing marketing strategies

The major points that the study takes into account is that how these companies created a fit between their strategies and marketed themselves that they now claim one of the top positions in their targeted segments. More specifically, this study attempts to collect required data on various competitors in the industry and compare the data using analysis techniques to analyse how these organizations, with different business models, have strategically placed and marketed them. To achieve this objective, the study has been based on review of various earlier papers and market strategies of competitors in the airline industry are

The variables play an important role in designing a market strategies and hence an industry competition depends on these variables and how these variables are well understood in a market strategy.
External Variables
1) World Political Environment-A war or an oil crisis can cause havoc with the airlines, and investors should get out of stocks in these environments.
2) Economic Cycles-Economic cycles affect an airline industry and market strategies should be developed in such way to overcome economic cycles.
3) Technical Facilities-Three forms of regulation affect airlines: economic, safety, and noise and environmental, although the regulations tend to differ for domestic and international flights. During design of market strategies one must be aware of the impact of these regulations on airlines.
Internal Variables
1) Customer Satisfaction-Customer satisfaction is one of the important factor while developing marketing strategies as in the end customer satisfaction only result in success of organization
2) Service quality-Service quality is an essential strategy for success and survival of any business organisation, as it can influence customer purchase behaviour and organisation