International Journal of Hospitality and Tourism Systems

Open Access Open Access  Restricted Access Subscription Access
Open Access Open Access Open Access  Restricted Access Restricted Access Subscription Access

An Examination of Service Failures Encountered in Indian Aviation Industry.


Affiliations
1 SHTM, University of Jammu-180006., India
     

   Subscribe/Renew Journal


Service encounters are critical in all service industries; India's dynamic aviation market is of no exception. There is fierce competition among airlines and 'customer satisfaction' is the only mantra to survive in this competitive market. The present study aims to identify, classify and analyze the type of service failures encountered by airline passengers during travel in domestic sectors of India with the help of critical incident technique. Hundred critical incidents were collected from 100 respondents out of which 95 are dissatisfied service encounters. From these 95 incidents, twenty-six service failures were derived which again classified into groups and category of type of incident outcome given by Bitner et al, 1990. The study focuses only on negative critical incidents in the relations between the airline companies and passengers.

Keywords

Service Encounter, Critical Incident Technique, Indian Aviation Industry
Subscription Login to verify subscription
User
Notifications
Font Size


  • Bitner, Mary Jo (1995). Building Service Relationships: It’s All About Promises. Journal of the Academy of Marketing Science, 23 (4): 246-251.

  • Bitner, Mary Jo, Booms, Bernard H. & Mohr, Lois A. (1994). Critical Service Encounters: The Employee’s Viewpoint. Journal of Marketing, 58, Oct: 95-106.

  • Bitner, Mary Jo, Booms, Bernard H. & Tetreault, M. S. (1990). The Service Encounter: Diagnosing Favorable and Unfavorable Incidents. Journal of Marketing, 54, Jan: 71-84.

  • Bitner, Mary, Jo, Brown, Stephen W. & Meuter, Matthew L. (2000). Technology Infusion in Service Encounters. Journal of the Academy of Marketing Science, 28 (1): 138- 149.

  • Bolton, Ruth N. (1998). A Dynamic Model of the Duration of the Customer’s Relationship with a Continuous Service Provider: The Role of Satisfaction. Marketing Science, 17 (1): 45-65.

  • Chung-Herrera, Beth G., Goldschimdt, Nadav & Hoffman, K. Doug. (2004). Customer and employee views of critical service incidents. Journal of Services Marketing, 18 (4): 241-254.

  • Czepiel, John A. (1990). Service Encounter and Service Relationships: Implications for Research. Journal of Business Research, 20 (January): 13-21. dgca.ac.in.

  • Flanagan, John C. (1954). The Critical Incident Technique. Psychological Bulletin, 51 (July): 327-57.

  • Forbes, Lukas P., Kelley, Scott W. & Hoffman, K. Douglas (2005) Typologies of e-commerce retail failures and recovery strategies. Journal of Services Marketing, 19 (5): 280-292.

  • Gremler, Dwayne & Mary Jo Bitner (1992). Classifying Service Encounter Satisfaction Across Industries. In Chris T. Allen et al (eds.), Marketing Theory and Applications, Chicago, IL: American Marketing Association.

  • Gremler, Dwayne D. & Stephen W. Brown (1999). The Loyalty Ripple Effect: Appreciating the Full Value of Customers. International Journal of Service Industry Management, 10 (3): 271-291.

  • Hoffman, K. Douglas, Kelley, Scott W. & Chung, Beth C. (2003). A CIT investigation of servicescape failure and associated recovery strategies. Journal of Services Marketing, 17 (4): 322-340.

  • Hoffman, K. Douglas, Kelly, Scott W. & Rotalsky, Holly M. (1995). Tracking service failures and employee recovery efforts. Journal of Services Marketing, 9 (2): 49-61.

  • Holloway, Betsy Bugg & Beatty, Sharon E. (2008). Satisfiers and Dissatisfiers in the Online Environment A Critical Incident Assessment. Journal of Service Research, 10 (4): 347-364.

  • Keaveney, Susan M. (1995). Customer Switching Behavior in Service Industries: An Exploratory Study. Journal of Marketing, 59 (April): 71-82.

  • Kelly, Scott W., Hoffman, K. Douglas & Davis, Mark A. (1993). A Typology of Retail Failures and Recoveries. Journal of Retailing, 69 (4): 429-452.

  • Kivela, Jaksa, J. & Chu, Carmen Yiu Ha (2001). Delivering Quality Service: Diagnosing Favorable And Unfavorable Service Encounters in Restaurants. Journal of Hospitality and Tourism Research, 25 (3), Aug: 251-271.

  • Meuter, Mathew L., Ostrom, Amy L., Roundtree, Robert I. & Bitner, Mary Jo (2000). Self-Service Technologies: Understanding Customer Satisfaction with Technology Based Service Encounters. Journal of Marketing, 64 (July): 50-64.

  • Michel, Stefan (2001). Analyzing service failures and recoveries: a process approach. International Journal of Service Industry Management, 2(1): 20-33.

  • Ostrowski, Peter, L., O’Brien, Terrence, V. & Gordon, Geoffrey L. (1994). Determinants of Service Quality in the Commercial Airline Industry: Difference between Business and Leisure Travelers. Journal of Travel and Tourism Marketing, 3 (1): 19-47.

  • Parasuraman, A. Valarie A. Zeithaml & Leonard L. Berry (1985). A Conceptual Model of Service Quality and Its Implications for Future Research. Journal of Marketing, 49 (Fall): 41-50.

  • Parasuraman, A. Valarie A. Zeithaml & Leonard L. Berry (1994). Reassessment of Expectations as a Comparison Standard in Measuring Service Quality: Implications for Further Research. Journal of Marketing, 58 (Jan): 111-124.

  • Petrick, James F., Tonner, Catherine & Quinn, Christina (2006). The Utilization of Critical Incident Technique to Examine Cruise Passengers’ Repurchase Intentions. Journal of Travel Research, 44 (Feb) 273-280.

  • Shostack, G. Lynn (1985). Planning the Service Encounter. In The Service Encounter. John A. Czepiel, Michael, R. Solomon, and Carol F. Surprenant, eds. Lexington, MA, Lexington Books, 243-54.

  • Smith, Amy K. & Ruth N. Bolton (1998). An Experimental Investigation of Customer Reactions to Service Failure and Recovery Encounters: Paradox or Peril? Journal of Service Research, 1 (1): 65-81.

  • Tax, Stephen S., & Brown, Stephen W. (1998). Recovering and Learning from Service Failure. Sloan Management Review: 75-88.

  • Tax, Stephen S., Stephen W. Brown & Murali, Chandrashekaran (1998). Customer Evaluations of Service Complaint Experiences: Implications of Relationship Marketing. Journal of Marketing, 62 (April): 60-76.

  • Travel Trends Today (2011). India to celebrate 2011 as aviation centenary year. January: 18.

  • Travtalk (2011). Domestic traffic up by 19.6%. April (2nd fortnight).

  • Winstead, Kathryn Frazer (1997). The Service Experience in Two Cultures: A Behavioral Perspective. Journal of Retailing, 73 (3): 337-360.

  • Zeithaml, V., Berry L. & Parasuraman, A. (1993). The nature and determinants of customer expectations of service. Journal of the Academy of Marketing Science, 21: 1-12.

  • Zeithaml, Valarie A., Leonard, L. Berry & A. Parasuraman (1988). Communication and Control Processes in the Delivery of Service Quality. Journal of Marketing, 52 (April): 35-48.


Abstract Views: 606

PDF Views: 0




  • An Examination of Service Failures Encountered in Indian Aviation Industry.

Abstract Views: 606  |  PDF Views: 0

Authors

Deepak Raj Gupta
SHTM, University of Jammu-180006., India
Poonam Sharma
SHTM, University of Jammu-180006., India

Abstract


Service encounters are critical in all service industries; India's dynamic aviation market is of no exception. There is fierce competition among airlines and 'customer satisfaction' is the only mantra to survive in this competitive market. The present study aims to identify, classify and analyze the type of service failures encountered by airline passengers during travel in domestic sectors of India with the help of critical incident technique. Hundred critical incidents were collected from 100 respondents out of which 95 are dissatisfied service encounters. From these 95 incidents, twenty-six service failures were derived which again classified into groups and category of type of incident outcome given by Bitner et al, 1990. The study focuses only on negative critical incidents in the relations between the airline companies and passengers.

Keywords


Service Encounter, Critical Incident Technique, Indian Aviation Industry

References