Assessing Service Quality of Qatar Airways Holidays in Improving Customer Satisfaction
Major Findings
The high level of empathy at Qatar Airways Holidays leads to provision of high quality services. Most of the customers feel that they are well served while a small fraction of the number of people interviewed felt that the company needs to improve.
The level of responsiveness of staff at Qatar Airways Holidays is also quite high. Most respondents are satisfied by the effectiveness of employees.
It was also found out that increased reliability of provision of services and products leads to improved quality.
The major areas of improvement that Qatar Airways Holidays should emphasize on include offering more affordable products and services, offering more attractive prices of commodities, and ensuring that they prices are better than those of their competitors.
Research Questions
The literature review was compared to the quantitative results to help answer the following questions.
- What is the level of empathy of the staff in Qatar Airways Holidays?
- How does the empathy of the staff influence the quality of service in Qatar Airways Holidays?
This research aimed at determining the level of empathy of staff in Qatar Airways Holidays and how the empathy influences the quality of services provided. Most customers are satisfied with the services offered by Qatar Airways. Such customers feel that the quality of services offered is superb. However, a small fraction of the customers are not satisfied by the quality of services they get from the company. A large proportion of customers agreed that Qatar Airways Holidays gives them individual attention, that it has their best interest, and that the company understands their specific needs. In addition to that, the customers feel that the company asks them questions that lead them to offering the right solution for them.
The kind of response gotten indicates that the company pays attention to customer satisfaction by understanding their preferences from a personal view. There are different ways that a company can satisfy the needs of customers. They include; holding employees accountable for the satisfaction of customers, having personal customer communication, and giving consumers individual attention. Successful companies value the feedback gotten from customers because it guides them on areas they should improve and to also maintain customer trust and loyalty (Krishnamurthy, SivaKumar, & Sellamuthu, 2010). Qatar Airways seems to use the above factors to their advantage because they ensure that the staff understands what the customers want and act accordingly, they also give attention to all customers, and communicate with potential customers and already existing customers to understand what they really like or enjoy.
- What is the level of responsiveness of the staff in Qatar Airways Holidays?
- How does the responsiveness of the staff influence the quality of service in Qatar Airways Holidays?
This research question was aimed at determining the level of responsiveness of staff in Qatar Airways Holidays. The level of responsiveness of staff in Qatar Airways holiday is generally impressive because majority of customers gave a positive response. Majority of respondents agreed that Qatar Airways Holidays specifies the time they will take to complete a service, the company gives them prompt services, they are always ready to help customers, and that the staff gives adequate and reliable response to customers.
The responsiveness of employees determines the effectiveness of a company. Responsiveness does not only involve directly giving services and products but also how reliable they are when it comes to serving customers. Being timely and reliable plays a huge role in creating a good impression on customers. Responsiveness determines the trust and loyalty of customers. Companies that are highly responsive attract a large number of customers (Krishnamurthy, SivaKumar, & Sellamuthu, 2010). Qatar Airways holidays is highly responsive but it should improve since there is a good number of customers who are not satisfied with their responsiveness. Being responsive to customers helps them to get feedback, to get the right services, and to enjoy timely services.
- How does reliability influence the quality of service in Qatar Airways Holidays?
This research question aimed at determining the reliability of Qatar Airways Holidays and how it influences the quality of services they offer. Most respondents agreed that the company is reliable in what they offer. Majority of respondents were satisfied with the company’s reliability. A significant number of respondents stated that Qatar Airways Holidays defines the time the take to offer their services, they provide timely services, the company shows a lot of interest in solving clients’ problems, and that company get things for them quite easily.
The quality of services provided to customers may be looked at in different perspectives. Some of the ways of determining quality include; the time it takes to offer a service or product, the attention a company gives to the customers, availability, and the types of goods offered (Krishnamurthy, SivaKumar, & Sellamuthu, 2010). Qatar Airways Holidays offers high quality services because their reliability is impressive to customers. The company is reliable in terms of providing timely services, giving attention to customers, and being listening to their clients. Such factors are perceived as quality to their customers.
- How can Qatar Airways Holidays sales staff improve the customer satisfaction?
This research question helps to find out some of the areas of improvement in Qatar Airways Holidays. Generally, respondents gave a positive response on the quality of services and products offered by the Company. Some of the ways of improving customer satisfaction include; pricing products and services fairly, offering affordable goods and services, offering attractive prices, good customer relations, and high quality goods and services. Some of the major areas of improvement that Qatar Airways Holidays should emphasize on include offering more affordable products and services, offering more attractive prices of commodities, and ensuring that they prices are better than those of their competitors. Other ways of improving customer satisfaction include; ensuring that they offer services and products at a price that is not expensive when compared to their competitors, increasing the flexibility of procedures used to book holiday reservations, and ensuring that the quality of their products and services remain high.
Research Contribution
This research aimed at studying the level of empathy of staff of Qatar Airways Holidays and how it translates to customer satisfaction. The research also aimed at the best ways to improve on the areas of weakness which would be based on the results. The research helps to identify the strengths and weaknesses of the company. Identifying the strengths is important because the company will be able to direct its energy on more needy areas. The research also helps the company to identify areas of weaknesses thus making improvements to retain their customers. Improving on areas of weakness helps to gain more customers and to maintain their loyalty. The findings and results from the research will help the company to attain its targeted potential. The findings from this research indicate that there is a strong connection between the quality of services and customer satisfaction as shown in the literature review. It is suggested that high reliability of customers lead to increased satisfaction. This research can be used to give recommendation to the company on areas of improvement and to identify other areas that require future research.
Limitation
The first challenge was that Qatar Airways Holidays were not willing to provide supportive documents since they were private and confidential. The supervisors of the company did also give first hand information. The materials used to write the literature review section were gotten from public publication.
The second challenge was that there were a lot of unfulfilled promises. The managers of the company did not comply with their word. They had promised to make the research more effective by distributing emails through automatic email to each of their customers. However, they did not keep their word.
Some of the respondents of the questionnaires were old customers meaning that they might not be aware of recent advancements.
Conclusion
Qatar Airways Holidays has a positive response from customers. Majority of customers are satisfied by the quality of services offered by the company. The level of responsiveness of Qatar Airways Holidays is quite high leading to provision of high quality services. High quality services are provided in form of timely services, attractive prices, and affordable rates of commodities and services. The company’s reliability is also high as shown by the type of responses given. However, the company still needs to improve on pricing of commodities and ensuring that they provide outstanding services.
Reference
Krishnamurthy, R., SivaKumar, M. A. K., & Sellamuthu, P. (2010). Influence of service quality on customer satisfaction: Application of SERVQUAL model. International Journal of Business and Management, 5(4), 117.
