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M.P.

Birla Institute of Management Customer Happiness



1

A STUDY ON
CUSTOMER HAPPINESS TOWARDS
JET AIRWAYS



Submitted in partial fulfillment of the award of the degree
of Master of Business Administration of Bangalore University.
By:
JAVED ASLAM
Reg. No. 04XQCM6035


Under the guidance of:
DR. N.S. VISWANATH











M.P.BIRLA INSTITUTE OF MANAGEMENT
(ASSOCIATE BHARATIYA VIDYA BHAVAN)
BANGALORE
2006
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M.P. Birla Institute of Management Customer Happiness

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DECLARATION

I, Javed Aslam, MBA student of M. P. Birla Institute of
Management, Associate Bharatiya Vidya Bhavan, Bangalore
University, Bangalore, submit my dissertation report on
Customer Happiness towards Jet Airways in partial
fulfillment of my course.

This is an original work and the result embodied in this
project has not been submitted to any other University,
Institution for the award of any degree or diploma.



JAVED ASLAM


















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CERTIFICATE




This to certify that, this report is the result of research
done on CUSTOMER HAPPINESS TOWARDS JET AIRWAYS
by Mr. Javed Aslam bearing the register number
04XQCM6035, under the guidance and supervision of DR. N.
S. VISWANATH, MPBIM, Bangalore.




Place: Bangalore Principal
Date: (Dr. N. S. Malavalli)





M.P. Birla Institute of Management Customer Happiness

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CERTIFICATE



This is to certify that Mr. JAVED ASLAM, bearing
register number 04XQCM6035 has done a research on
Customer Happiness towards Jet Airways and has prepared
this report under my guidance. This has not formed the basis
for the award of any degree/diploma for any university.






Place: Project Guide
Date: (Dr. N. S. Viswanath)






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ACKNOWLEDGEMENT

I thank all the respondents who spared their valuable time to
provide me the necessary information without which this report
would not have been possible.

I thank Dr. N. S. Viswanath, my faculty guide for giving me
the guidance and helping me to make my project practically a
feasible one. This project would not be possible without his help.

I would like to show my sincere gratitude towards my
principal, Dr. Nagesh Malavalli of M.P BIRLA INSTITUTE OF
MANAGEMENT STUDIES, Bangalore for giving me moral support
for doing this project well.



JAVED ASLAM








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CONTENTS
Particulars Page No.
Introduction 2
Services and Services Marketing 3
Service Marketing Triangle 4
Service Marketing Mix 5
Conceptual Framework 6
Meaning- Customer Happiness 7
Service Quality Dimension 9

Why organizations think of customer
happiness? 11
Industry Profile 13
Company Profile 15
History of Jet Airways 16
Mission of Jet Airways 19
Products and services 20
Achievements 21
Launch of IPO 23
Research Methodology 26
Statement of problem 27
Purpose of study 28
Limitation of study 28
Methodology 29
Hypothesis testing 33
Data Analysis And Interpretation 39
Summary of Findings 52
Recommendations 53
Conclusion 54
Annexure 55
Questionnaire 56
Bibliography 60

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LIST OF CHARTS AND TABLES
No of table
and chart Particulars
Page
No.
1
Shows the distribution of respondents
according to the purpose of traveling by air 40
2
Shows distribution of respondents according to
preferable airlines 41
3
Shows the ranking of preferable airlines according
to number of respondents 42
4
Shows the distribution of respondents according to
preferred class 43
5 Shows how passengers select the airlines 44
6 Shows the reasons to travels by air 45 - 46
7
Shows opinion of respondents towards Jet Airways
services 47
8
Shows the ranking of the satisfaction level,
according to the airlines services 48 - 49
9
Show percentage of passengers according to their
level of happiness 50




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EXECUTIVE SUMMARY


There is a growing market for services and increasing dominance in
service economies worldwide. There is a huge competition in every business
and so in the service sector too. Every company wants to gain competitive
advantage on their customers. This study considers customers happiness
towards the services of Jet Airways.

Customer happiness is a very important factor to attract and retain the
customers. Organizations have realized that it is important to keep their
customers happy for the smooth running of their business. Without knowing
and understanding the customers satisfaction, feedback and reaction of
customers, organization cannot know what the customers want and expect
from the organization, especially in service industry such as airline industry.

The study considers various aspects like introduction to service sector,
historical background of airline industry in India and companys profile of Jet
airways, the background of the study, its research design and methodology.
The analysis of the data is presented through various charts and graphs.

From the survey it can be said that Jet Airways is the most favorite
domestic airlines in India. The passengers of Jet Airways are happy with its
service. The analysis of the survey tells Jet Airways have more delighted and
happy passengers compared to Indian or Kingfisher Airlines







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INTRODUCTION














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INTRODUCTION

Its been recognized that services present special challenges.
Attraction, retention and building of strong customer relationship through
quality service are the heart of service sector industries. Services are deeds,
processes and performances. Broadly it can be defined as follows:

Services include all economic activities whose output is not a physical
product or construction, but it is generally consumed at the time it is produced,
and provide added value in forms such as amusement, convenience, comfort
etc that are essentially intangible concerns of its first purchaser.

Service Marketing concepts and strategies have developed in
response to the tremendous growth of service industries resulting in their
increased importance in world economies. There is something different about
marketing and managing services. New trends are being developed that will
shape the need and continue the need for services marketing concepts and
tools.

Philip Kotler has defined Service marketing as:
Any act or performance that one party can offer to another,
that is essentially intangible and does not result to the ownership of
anything. Its production may or may not be tied to a physical
product.

Technology has been the basic force behind service
innovation. Technology is providing vehicles for delivering existing
services in more assessable, convenient, productive ways. It has
enabled both customers and employees to be more effective in
getting and providing service.


Service Marketing Triangle
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Company


External Marketing
Making Promises


CustomersProducer







The services marketing triangle shows the 3 interlinked groups that
work together to develop, promote and deliver services. Between the three
points of triangle there are three types of marketing that must be successfully
carried out for a service to succeed external and interactive marketing. All
these activities resolve around making and keeping promises to customers.
For services all three types of marketing activities are essential for building
and maintaining relationships with customers.

External Marketing Making Promises
Through its external marketing efforts a company makes promises to its
customers regarding what they can expect and how it will be delivered.

Interactive Marketing Keeping Promises
This is the most critical type of marketing activity from the customers point of
view. Interactive marketing occurs in the moment of truth when the customers
interact with the organization and the service is produced and consumed.
Promises are kept or broken and the reliability of service is related every time
the customer interacts with the organization.
International Marketing Enabling Promises
Service providers must have the skills, abilities, tools and motivation to
deliver. They must be enabled. Promises are easy to make but unless
Customer
Internal Marketing
Enabling Promises
Producer
Keeping Promises
Interactive Marketing

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provided with tools and rewards for good service, the promises may not be
kept. This is important as the employee satisfaction is linked with the
customer satisfaction.

Service Marketing Mix
Service marketing mix includes three more aspects i.e.
people, physical evidence and process in addition to the
traditional 4Ps of marketing i.e. product, price place and
promotion.

PRODUCT PLACE PROMOTION PRICE
Good features Channel type Promotion blend Flexibility
Quality level Exposure Sales people number Price level
Accessories Intermediaries Advertising targets Terms
Warranties Outlet location Media types and ads Differentiations
Product line Transportation Sales promotions Discounts
Branding Managing channels Publicity Allowance


PEOPLE PHYSICAL EVIDENCE PROCESS
Employees recruitment Facility design Flow of activities
Employees training Equipment Number of steps
Employees rewards Employees dress Customer involvement
Team work
Customer education
Customer training



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CONCEPTUAL FRAMEWORK












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Meaning of Customer Happiness

Customer happiness can be said as customers satisfaction,
fulfillment and delight towards the service provided. It is a
judgment that a product or service feature, or the product or
service itself, provides a pleasurable level of consumption
related fulfillment.

Satisfaction is the customers evaluation of a product or service in terms of
whether that product or service has met their needs and expectations. Failure
to meet needs and expectation is brought to dissatisfy with the product or
service.

Factors Influencing Customer happiness

! Product and service features
! Consumer emotions
! Attributions for service success or failure
! Perceptions of equity or fairness

Product and Service Features

Customer happiness with a product or service is influenced significantly
by the customers evaluation of product or service features. Research has
shown that customers of services will make trade offs among different
service features (price, quality and etc), depending on the type of service
being evaluated and the criticality of the service.





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Consumer Emotions

Actually, there are 2 types of emotion that are given below: -

! Positive emotions
! Negative emotions

The emotions can be stable, pre existing emotions e.g. mood state
or life satisfaction. For example, when you are on vacation or at a very happy
stage in your life, good mood and positive frame of mind has influenced, you
will respond positively to that service.

Attributions for Service Success or Failure

Attributions the perceived causes of events influence perceptions of
satisfaction as well. When the customer has been surprised by an outcome
(the service which is better or worse than expected), customers tend to look
for the reasons and their assessments for the reasons can influence the
satisfaction.

Perceptions of Quality or Fairness
Always, customers will ask themselves whether they have been treated
fairly compared with other customers. Notions of fairness are central to
customers perceptions of satisfaction and happiness with products or
services.
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Components of Customer Happiness and satisfaction

The factors that make the customer happy and delighted are given below:
1. Service Quality
! Reliability
! Responsiveness
! Assurance
! Empathy
! Tangibles
2. Product Quality
3. Price
4. Situational Factors
5. Personal factors
Service Quality Dimensions

Ultimately, customers judge the quality of services on their perceptions
of the technical outcome provided and on how that outcome was delivered.
The service quality dimensions consist of: -

1. Reliability that is ability to perform the promised service dependable
and accurately.
2. Responsiveness that is the willingness to help customers and provide
prompt service.
3. Assurance that is the employees knowledge and courtesy and their
ability to inspire trust and confidence.
4. Empathy that is the caring, individualized attention given to customers.
5. Tangibles that are appearance of physical facilities, equipment,
personnel, and written materials.

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In the case of airline industry, how customers judge the 5 dimensions of
service quality is given below:

Reliability: Flights to promise destinations depart and arrive on schedule.
Responsiveness: Prompt and speedy system for ticketing, in-flight,
baggage handling
Assurance: Trusted name, good safety record, competent employees
Empathy: Understanding of special individual needs, anticipates customer
needs
Tangibles: Aircraft, ticketing counters, baggage area, uniforms

Satisfaction normally involves the eliminating problems. It goes beyond to
the concept of delight, which is the positive surprise. It is the highest level of
satisfaction and it transfers to better outcomes that can be achieved through
other levels of satisfaction. The customer is satisfied with a defect rate of
0.01%, but if we could eliminate defects altogether, then the customer would
be delighted.

Delight leads to behavioral outcomes that are substantially better than
mere satisfaction. A delighted and happy customer will go for repurchase, will
have a positive word of mouth there be increasing profit and sales of the
organization. Thus customer happiness will lead to new customer generation
and retention of he existing customer.




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Why do organizations think about the customer happiness and delight?

All organizations nowadays consider customers happiness and delight for the
reasons given below:

! Repurchasing
! Word of mouth
! Pay less attention to competing brands and advertising
! Buy other products or services of the same company
! Profit increase
! Sales volume increase





















Satisfied
Customer
Delighted
Customer
1. Repurchasing
2. Word of Mouth
3. Increasingly Profit
4. Increasingly Sales
5. Pay less attention to
competing brands and
advertising
6. Buy other products or
service of the same
company
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How do the customers form their expectations?


Expectations are formed on the basis of the buyers past buying
experience, statements made by friends and associates, and marketer and
competitor information and promises. If marketers raise expectations too
high, the customer is likely to be disappointed. On the other hand, some
successful companies are raising expectations and delivering performance
to match.

These companies aim high because customers who are just satisfied
will still find it easy to switch suppliers when a better offer comes along. These
who are highly satisfied are less ready to switch. The fact is that high
satisfaction and happiness or delight creates an emotional affinity with the
brand, not just a rational preference and this creates high customer loyalty.

Level of Happiness

Customer happiness level is a function of the difference between
perceived performance and expectations. A customer could experience one of
the 3 broad levels of happiness.

! If the performance of the service provided comes below the
expectations of the consumer, the customer is unhappy about the
service.
! If the performance matches the expectations, the customer is happy
about the service.
! If the performance exceeds the expectations, the customer is highly
delighted or happy with the service provided.


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INDUSTRY PROFILE














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INDUSTRY PROFILE

Seven decades have passed since the late JRD Tata, better known as
the father of civil aviation in India operated the first ever flight of a scheduled
air service. Tata Airlines was founded in 1938 and operated under this name
until nationalization in 1953, when it was renamed Air India International and
later; Air India.

The Air Corporation Act of 1953, led to the formation of two airlines
Air India and Indian Airlines, the former designated as the countrys
international airline while Indian Airlines operated on domestic routes. The
liberalization of the economy in the 1990s allowed private airlines to operate
as Air Taxi Operators saw five major airlines coming into existence. By 1997,
only two airlines remained operational, Jet Airways being of one of them.

Jet Airways has become a success story in the Indian Aviation Industry
and is one of the fastest growing airlines in the world. Jet Airways was set up
with the objective of becoming the most preferred domestic airline in the
country, by providing superior quality and reliable air travel in India.

A high percentage of the domestic air traffic comprises business
travelers. Therefore, Jet Airways focus from the very beginning was to
emerge as the Businessmans Preferred Airline.

Today, it is a matter of pride that Jet Airways is widely recognized as
Indias Best, World Class Domestic Airline. This has led to a product and
service that aimed at world class norms, beginning with the choice of aircraft
itself.
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COMPANY PROFILE














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COMPANY PROFILE

JET AIRWAYS

History of Jet Airways

Jet Airways began its operations on May 5, 1993, with the first flight,
Ahmedabad Bombay (AHM BOM 737 9W 322). The fleet started with 4
Modern Generation Boeing 737 300 aircraft with an objective of being the
most preferred airline in India that would upgrade the concept of domestic
airline to world class standards.

Since May 1993, Jet Airways has systematically and continually
inducted modern generation aircraft, and was the first to operate the B737
400, B737 500, in India, after their launch across the United States.

Jet Airways was also the first to fly the ATR 72 500 aircraft in 1997 in
India. This has enabled Jet Airways to offer better connectivity and reliable air
links to interior cities and towns. Seven months later Jet Airways became the
first airline to fly the 737 900 and also the first to fly the 737 700. Today,
Jet Airways has one of the youngest aircraft fleets in the world with an
average age of around 3 years.

The facilities of Ansett (Australia) were used for the training and
conversion of Jet Airways pilots and engineers. To help Jet Airways achieve
world class norms in service, Speedwing (a British Airways Subsidiary)
assisted Jet Airways in conducting a program on Customer Service
Excellence for staff across functions at all levels.

To ensure accurate and efficient reservation systems, Jet Airways tied
up with and is co hosted with SABRE one of the worlds best reservations
systems, which was initiated with the launch of the first flight. Within 3 months
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of running operations, Jet Airways also became an associate member of
IATA, a party to the IATA Multilateral Interline Agreement and a member of
the IATA Clearing House.

Today Jet Airways operates over 300 flights daily to 46 destinations
within India they connect a place every 5 minute and provides over 22,000
seats per day. Passengers have a choice of multiple frequency flights
between the metros. Same day returns flights make it possible to even
conduct just half a days business in a distant city.

Thirty six millions passengers have flown Jet Airways in the last 12
years. This has not only contributed to international and domestic tourism
within India but has also provided employment opportunities to a large
segment of people.

Building a highly skilled and motivated team of professionals at all
levels has played a key role in delivering world class service. Both on
ground and in the air, Jet Airways product and service standards have been
benchmarked against the best internationally. In recognition of this, several
global and national awards and honors have been conferred on the airline.
Jet Airways has also received the ISO 9001:2000 certification for its in-flight
services, a rarity in the aviation industry.

Jet Airways is also committed to the areas of corporate and social
responsibility. The airline supports a variety of social causes, one of which is
the Magic Box initiative. This is an in flight collection program undertaken by
Jet Airways since 1997 to facilitate the welfare activities undertaken by Save
The Children India (STCI), an NGO dedicated to empowering the under
privileged, especially women and children across the country through health
and education based initiatives.

The Jet Airways Magic Box collection has assisted in the setting up
of SPARSH, a special care center for the mentality challenged children and
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hearing impaired, starting comprehensive school programs for the under
privileged children, adopting a Municipal School and contribution to the
Gujarat Earthquake Rehabilitation program.
Jet Airways is Indias most preferred airline. They assure finest service
from the time of booking the ticket to the time the passenger leaves the
airport. Jet Airways was the first airline in India to receive the World Travel
Market Global Award, the world's premier global travel event in London. It has
the youngest fleet of aircrafts in India, consisting of the modern Airbus 340-
300E, Boeing 737-400/700/800/900 and the ATR 72-500. Jet Airways strive to
provide service of the highest standard to their customers, both on ground
and in-flight. Jet Airways has ISO 9001 certification for their services.
The Government agreed the Jet Airways proposal to takeover Air
Sahara, a move that boosted Jets dominance in the fast growing aviation
sector. Thus, Jet Airways, the country's largest private carrier, took over Air
Sahara for $500 million in cash.
1993 2006, a decade that has seen Jet Airways transform civil
aviation in India. An airline, that has done India proud for ten years and is
firmly established as the preferred domestic carrier of the country.













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Mission of Jet Airways


Jet Airways has firmly established its corporate mission statement, to
be the most Preferred Domestic Airline in India and achieve this pre
eminent position by offering a high quality of service. It was to make the
world look up to the Indian skies. Jet Airways wants to set a global example
for domestic travel. There are 4 missions of Jet Airways as given below:

1. Jet Airways will be the most preferred domestic airline in India. It will
be the automatic first choice carrier for the traveling public and set standards,
which other competing airlines will seek to match.

2. Jet Airways will achieve this pre-eminent position by offering a high
quality of service and reliable, comfortable and efficient operations.

3. Jet Airways will be an airline, which is going to upgrade the concept
of domestic airline travel - be a world - class domestic airline.

4. Jet Airways will achieve these objectives whilst simultaneously
ensuring consistent profitability, achieving healthy, long-term returns for the
investors and providing its employees with an environment for excellence and
growth.



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PRODUCT AND SERVICES OF JET AIRWAYS
Jet Airways always endeavor to make travel comfortable, convenient
and seamless. From on ground to in-flight services it constantly strives to
innovate and upgrade their services. As India's best airline, Jet Airways
always comes up with many firsts by offering new services and have set
standards in Indian Aviation. It provides the following products and services:
On Ground Services: Learn about everything from check-ins to airport
lounges, baggage allowance to our 24 hour Helpdesk.
In-flight Services: World-class service certified by ISO 9001:2000
Special Services: Jet Airways understands passengers special requirements
- be it a special meal, or wheel chair assistance.
JetMobile: This provides information on flight schedules, automatic flight
status alert or simply request for a flight alert.
JetKids: It promises a great time for the kids traveling in Jet Airways. There is
assistance if and when needed.
JetMail - Newsletter: Get Updates on the latest offerings from Jet Airways
and its partners.
Cargo: Jet Airways cargo with huge network and infrastructure is equipped to
handle all cargo requirements of its passengers.
Downloads: Passengers can download concession forms, safety cards and
also corporate video.
Customers Safety and Comfort: Customers safety is of vital importance to
Jet airways and passengers comfort comes right up with safety.
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ACHIEVEMENTS OF JET AIRWAYS

Jet Airways aims at excellence in all areas of service, and has been
credited with many aviation innovations to achieve complete customer
satisfaction and the highest standards in everything. From the maintenance of
Jet Airways fleet to customer satisfaction, from security to service both in-
flight and on the ground, the achievements have set benchmarks. Jet Airways
has always set high standards for itself, take a look at some of the reasons
that make itself as Indias favorite domestic airline.

Since the commencement, Jet Airways has achieved the status of the
largest private domestic airline in India. The figures speak for themselves: -
" From 4 aircraft in 1993-94 to 46 aircraft in February 2006;
" From 12 destinations in 1993-94 to 46 destinations in 2006;
" From 24 daily flights in 1993-94 to over 300 flights in 2006.

Jet Airways emphasis on technology and on time performance is one of
the key factors of airlines spectacular success. Jet Airways flies Modern and
Next Generation aircraft and maintain a young aircraft fleet (with an average
age of 3 years as on March 2003), making airline as one of the youngest fleet
in the world.

The rapid expansion of the route network has earned airline the
prestigious Air Transport World Award 2001 for Market Development and the
TTG Travel Award 2002 for Best Domestic Airline. Jet Airways has also
won the prestigious H&FS Domestic Airline of the Year Award four times, with
the latest award in 2001. And Citibank Diners Club has chosen Jet Airways as
India's best domestic airline for excellence in service besides consistently
winning other; awards for excellence in service.
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Jet Airways also prides in having the youngest fleet of aircraft in India,
consisting of the modern 737 400/700/800 and the ATR 72 500 and on
having an unbeatable record of on time flights and providing world class
frequent flyer benefits to its customers, through Jet Airways alliances with
British Airways, KLM Royal Dutch Airlines and Northwest Airlines.

Jet Airways strives to provide service of the highest standard to
customers, both on ground and in flight. Jet Airways is proud that it is one of
the few airlines in the world to receive the ISO 9001 certification for in flight
services. Apart from the various innovations launched by Jet Airways in the
history of Indian Aviation, Jet Airways also continues to be a responsible
corporate citizen.



















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JET AIRWAYS LAUNCHES IPO

The purpose of the IPO is to gain benefits of listing to enhance visibility
and brand name, raise capital and retire certain outstanding debt of IFC and
IDFC. Jet Airways has reserved 1,200,000 equity shares for subscription by
employees at the offer price. Thus, the net offer to public would be 16,066,801
equity shares.
Jet Airways announced the details of its IPO 11 Feb 2005. The Jet
Airways IPO will be of 1.72 crore shares of Rs 10 each to raise a maximum of
up to Rs 1942.50 crore. The price band for the issue has been fixed at Rs.
950 and Rs. 1,125 per share. Of the total offer, Jet Airways is making fresh
issue of 1.42 crore equity shares and balance 30.21 lakh shares are an offer
for sale by TailWings Ltd. The combined offer constitutes 20 per cent of fully
diluted post offer paid up equity capital of the company. A part of the proceeds
of IPO would be used to retire some debt of the company. The company
executive director Saroj Datta said that the brand and trademarks would be
transferred to Jet Airways by Jet Enterprises. The valuation for IPO pricing
had to be done by comparing it with foreign airlines as none of the airlines are
listed on the Indian stock exchanges. Earlier, two Indian airlines had issued
shares and their stocks were listed on stock exchanges. But, these
companies later folded their operations.

Out of total offer, 12 lakh shares are reserved for Jet Airways employees.
There would be 60 per cent allocation for institutional investors, up to 15 per
cent to high net worth individuals and up to 25 per cent to retail investors.
JET Airways' financials have truly taken flight in the company's maiden
performance announcement since its IPO. The net profits for 2004-05 have
expanded by a better-than-expected 140 per cent to Rs 392 crore, while
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revenues surged 24 per cent to Rs 4,420 crore. With its planes flying fuller
and after a couple of fare increases through the year, the airline has managed
to counteract the effects of a rising wage bill and surging fuel costs.



The number of passengers boarding the company's planes rose 17.9
per cent during the year. Jet Airways has managed a challenging cost
environment reasonably well in 2004-05. Competition also had an inflationary
impact on selling and distribution expenses. But the company appears to have
managed the challenging environment reasonably well.




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Cycle of Service
























Corporate Travel Policy


Extensive







Route
Competition

Limited


Check In
Queue
Management
Departure
Lounge
Security
Arrival Ramp
Arrival
Lounge
Baggage
screening
City side
Ticketing
CP Lounge
Departure
Ramp
In-flight
Service
Reservation /
Tele Check
In

Corporate
Captive Flyer with
Extensive
Choices




Flyer with
No
Choices Flyer with
Limited
Choices

Focus on wallet share

Create company specific
rewards for adherence to
travel policy
Maintain satisfaction
Highest focus share
Concentration on
retention, wallet share
Offer company specific
programs service
Focus on retention
Devise programs to
satisfy disgruntled
passengers
Extensive
Route
Competition
Limited
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RESEARCH
METHODOLOGY






















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Statement of the Problem: -

Nowadays, the passengers have more options to travel by preferable
airlines. So success to meet needs and expectations is assumed to be the
result in satisfaction with the service. Jet Airways, today, recognize that it can
compete more effectively by distinguishing itself with respect to service quality
and improved customer satisfaction and happiness. Jet Airways would like to
know passengers whether they have been satisfied and happy by the quality
and service of Jet Airways. So the study of customer happiness has been
conducted.

Objectives of the Study: -

1. To find out customer satisfaction and expectation towards Jet
Airways.
2. To find out agencies' opinion about the customer satisfaction
towards Jet Airways.
3. To determine the level of happiness of Jet Airways passengers.
4. To know about the operation of the Jet Airways.
5. To know the customers' reaction towards the company's service.
6. To know how to make successful service towards the customer
satisfaction and expectation.
7. To find out how to improve the service quality and get rid of sources
of dissatisfaction and make the customers happy .
8. To maintain the customer satisfaction to be the delighted and happy
customer.
The ultimate goal of the study is to find out the actual level of
happiness among the passengers of Jet Airways and in turn to convert
unhappy customers into satisfied and delighted customers, respectively.
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Need for the Study: -

Whether the buyer is satisfied and happy after purchase depends on
the offer performance in relation to the buyers expectations. If the
performance falls short of expectations, the customer is dissatisfied. If the
performance matches the expectations, the customer is satisfied. If the
performance exceeds expectations, the customer is highly delighted and
happy.

Now companies are aiming to delight the customers because
customers who are just satisfied still find it easy to switch when a better offer
comes along. Those who are highly satisfied and happy are much less ready
to switch to other companies. Delight creates an emotional bondage with the
brand.

The need for this study is to know whether the customers are happy
with the airline services they are using. Customers satisfaction and delight
depends on the service quality provided by the airline company.

Purpose of the Study: -

The scope of the study is to judge the level of happiness of passengers
of Jet Airways, whether the passengers are satisfied with their service.


Limitation of the Study: -

1. The survey is conducted in Bangalore city only.
2. Due to time constraint, sample size for passengers and agencies
was restricted to 50 and 10 respectively.



M.P. Birla Institute of Management Customer Happiness

36

METHODOLOGY

Type of Research: -

For preparation of the project report, several methods were used to
collect data and pertinent information. The data required for the study were
collected from primary and secondary sources. Detailed and structured
questionnaire was prepared for passengers covering as many variables as
possible. The secondary data were collected from the textbook, journals,
Jetwings magazine, and Internet web site.

Sampling Technique: -

The simple random Sampling Method was considered for the study,
which is based on assumption that the respondents were randomly drawn
from population. In this study, the passengers have traveled by Jet Airways,
Indian and Kingfisher. The sample was random from the passengers of these
airlines.

Target Population: -

Sampling design begins by specifying the target population, which is
the selection of elements or objects that posses the information sought by the
researcher and that frame about which inferences are to be made. The target
population selected for the research was the passengers of Jet Airways.
Passengers were selected from different professions, age groups who belong
to different income levels without any kind of bias.




M.P. Birla Institute of Management Customer Happiness

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Sampling process incorporates four steps as given below:


















Sample Size
The sample size was 50 passengers who were randomly selected.

Instrumentation Technique: -

The instrumentation technique used in the project is structured
questionnaires. The sample was asked to fill the questionnaire that formed a
part of primary data.







Determine the sampling frame

Select sampling technique

Determine the sample size

Execute the sampling process
M.P. Birla Institute of Management Customer Happiness

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Actual Collection of Data: -

The collection of data is the gathering of information from various sources. For
this project, the primary and secondary sources have been used.
Data Collection from Primary Sources

The primary data is based on the objectives of the study, research
approach through survey method that is questionnaire development
and samplings have been designed visiting the passengers and airline
agencies in Bangalore.

Data Collection from Secondary Sources

Secondary data were gathered from numerous sources. While
preparation of this project report, the two types of secondary data have
been collected.
! Internal Data was generated from the companys profile and
Jetwings magazine.
! External Data, on the other hand, was generated from general
library research sources, textbooks, trade journals, articles from
newspaper, brochures and Internet web site.

" www.jetairways.com.
" www.servicemangement.com



M.P. Birla Institute of Management Customer Happiness

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Tools used for testing of hypothesis: -

Chi Square Test

Chi square is non parametric test used by marketing researchers to test
hypothesis. This test is employed for testing hypothesis when distribution of
population is not known and when nominal data is to be analyzed. With the
help of chi square, it can be ascertained whether the given discrepancy
between theory and observation is due to change or whether it is due to
failure of theory to fit into the observed facts.

In this project chi square test was used to determine whether there was any
association between two options. It was also used to find the effectiveness of
any option or preference.
Formulae used for calculating the value of chi square is as follows:





The expected frequency can either be taken arbitrary assigned or determined
mathematically from the observed information. The table value was taken
from the chi square table corresponding to the degree of freedom that was
obtained from the frequency table.








"
2
cal
= (O E)
2
/ E
M.P. Birla Institute of Management Customer Happiness

40











HYPOTHESIS TESTING













M.P. Birla Institute of Management Customer Happiness

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HYPOTHESIS
Testing of Hypothesis

Hypothesis testing: Hypothesis testing begins with an assumption
called a hypothesis that we make about a population parameter. A hypothesis
is a supposition made as a basis for reasoning. According to Prof. Morris
Hamburg, A hypothesis in statistics is simply a quantitative statement about a
population. Palmer O Johnson has beautiful described hypothesis as Islands
in the uncharted seas of thought to be used as bases for consolidation and
recuperation as we advance into the unknown.
Procedure of Testing Hypothesis

1. Set up a hypothesis: The first thing in hypothesis testing is to set up a
hypothesis about a population parameter. The conventional approach to
hypothesis testing is not to construct a single hypothesis about the
population parameter, but rather to set up two different hypotheses. This
hypothesis must be so constructed that if one hypothesis is accepted, the
other is rejected and vice versa.

The two hypothesis in a statistical test are normally referred to as:
! Null Hypothesis
! Alternative Hypothesis

The null hypothesis is a very useful tool in testing the significance of
difference. In its simplest form the hypothesis asserts that there is no real
difference in the sample and the population in the particular matter under
consideration (hence the word null which means invalid, void, or amounting
to nothing) and that the difference found is accidental and unimportant arising
out of fluctuations of sampling.
M.P. Birla Institute of Management Customer Happiness

42
As against the null hypothesis, the alternative hypothesis specifies
those values that the researcher believes to hold true, and, of course, he
hopes that the sample data lead to acceptance of this hypothesis as true.
The null and alternative hypothesis is distinguished by the use of two
different symbols, Ho and Ha representing the null hypothesis and the
alternative hypothesis, respectively.





2. Set Up a Suitable Significance Level: Having set up the hypothesis,
the next step is to test the validity of Ho against that of Ha at ascertains
level of significance. The confidence with which an experiment rejects or
retains a null hypothesis depends upon the significance level adopted.
The significance level is customarily expressed, as a percentage, such as
5 per cent, is the probability of rejecting the null hypothesis if it is true.

3. Setting a Test Criterion: The third step is to construct a test criterion.
This involves selecting as appropriate probability distribution for the
particular test, that is, a probability distribution that can properly be
applied. Some probability distributors that are commonly used in testing
procedures are t, F and chi square. Test criteria must employ an
appropriate probability distribution; for example, if only small sample
information is available, the use of the normal distribution would be
inappropriate.

4. Doing Computations: Having taken the first three steps, we have
completely designed a statistical test. We now precede to the fourth step
performance of various computations from a random sample of size n,
Ho: "# % "& ' ( )Null Hypothesis)

Ha: "# % "& * ( )Alternative Hypothesis)
M.P. Birla Institute of Management Customer Happiness

43
necessary for the test. These calculations include the testing statistic and
the standard error of the testing statistic.

5. Making Decisions: Finally, we may draw statistical conclusions and
take decisions. A statistical conclusion or statistical decision is a decision
either to reject or to accept the null hypothesis. The decision will depend
on whether the computed value of the test criterion falls in the region of
rejection or the region of acceptance.

Two Types of Errors in Testing of Hypothesis
When a statistical hypothesis is tested, there are four possibilities as given
below:
1. The hypothesis is true but our test rejects it. (Type I error)
2. The hypothesis is false but our test accepts it. (Type II error)
3. The hypothesis is true but our test accepts it. (Correct decision)
4. The hypothesis is false but our test rejects it. (Correct decision)

Accept Ho Reject Ha

Ho is true.


Ho is false.


Obviously, the first two possibilities lead to errors.


Correct
decision
Type I
Error
Type II
Error
Correct
Decision
M.P. Birla Institute of Management Customer Happiness

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The Test of Hypothesis: Chi Square Test
The hypothesis test of ranking airlines:

Rank No. 1 Airlines
Respondents %
Jet Airways 33 66%
Kingfisher 11 22%
Indian 6 12%
Total 50 100%

Observe
d Value
(O)
Expecte
d Value
(E)
(O E)
2

E
E O
2
) ( %

66 33.33 1067.3289 32.023
22 33.33 128.3689 3.8514
12 33.33 454.9689 13.6504
!
"
cal =
49.5248

Assumption:
Ho: Ranking between the airlines is same.
Ha: It is not same.
Level of significance 5% and D.O.F. is 2.
# "
2
tab
= 5.99
Test Statistics !
"
#$##
+
%
E
E O
2
) (

Test "
2
cal
= 49.5248

Conclusion
Since!! "
2
cal
> "
2
tab
Ho is rejected.
Jet Airways ranking is very good.

M.P. Birla Institute of Management Customer Happiness

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The Test of Hypothesis to find out the Preference betweens
EXECUTIVE CLASS VS ECONOMIC CLASS

Class No of
Respondents
Percentage
Executive/Business Class 9 18 %
Economic Class 38 76 %
Both 3 6 %
Total 50 100 %

Po = 0.50, P1 = 0.76
Assumption:
Ho: P1 = P2
Ha: P1 *!P2
Level of significance 5% => Z
tab
= 1.96
Test Statistics
Z =
n
P P
P P
0 0
0 1
,
%

=
50
5 . 0 5 . 0
50 . 0 76 . 0
,
%

=
0707 . 0
26 . 0
= 3.68

Conclusion:
It is showing highly significance i.e. 3.68.
The passengers prefer to travel by economic class.



M.P. Birla Institute of Management Customer Happiness

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DATA ANALYSIS AND
INTERPRETATION


















M.P. Birla Institute of Management Customer Happiness

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ANALYSIS AND INTERPRETAION OF DATA




Table and chart No 1 showing the distribution of respondents,
According to the purpose of traveling by air

Purpose No of response Percentage
Business 18 36%
Leisure 11 22%
Others 21 42%


36%
22%
42%
Business Leisure Others


Passengers select to travel by air for many reasons. Most passengers
have selected to travel by air for business purpose i.e. 42% while 36%
selected to travel by air for leisure and 22%for other reasons.


M.P. Birla Institute of Management Customer Happiness

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Table and Chart No.2 showing distribution of respondents
according to preferable airlines

Airline No of respondents Percentage
Jet Airways 28 56%
Kingfisher 16 32%
Indian 6 !2%
Total 50 100%


28
16
6
0 10 20 30
No of respondents
1
A
i
r
l
i
n
e
s
Jet Airways Kingfisher Indian



From the above table, it shows the preferable airline of 50 passengers.
Most of them have selected Jet Airways as the most preferable airline (56%).
32% and 12% have selected Kingfisher and Indian, respectively.
M.P. Birla Institute of Management Customer Happiness

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Table and Chart No 3 showing ranking of preferable airlines
according to number of respondents


Airlines Rank no 1 Rank no 2 Rank no 3
Respondents % Respondents % Respondents %
Jet Airways 33 66% 15 30% 2 2%
Kingfisher 11 22% 18 36% 21 42%
Indian 6 12% 17 34% 27 54%
Total 50 100% 50 100% 50 100%


0
5
10
15
20
25
30
35
Rank no 1 Rank no 2 Rank no 3
N
o

o
f

r
e
s
p
o
n
d
e
n
t
s
Jet Airways
Kingfisher
Indian


From the above table, we can see that most of the passengers ranked
the Jet Airways as the first preferable airline i.e. 66%, which is followed by
Kingfisher i.e. 22% and Indian i.e. 12%. Overall Jet Airways is the most
favorable airline followed by the Indian and Kingfishers.
M.P. Birla Institute of Management Customer Happiness

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Table and chart No 4 showing distribution of respondents
according to Preferred class


Class No of respondents Percentage
Executive 9 18%
Economic 38 76%
Both 3 6%
Total 50 100%


No of respondents
Executive
18%
Economi
c
76%
Both
6%


From the above data, we infer the preferable class.
! 76% of respondents prefer to travel by economic class.
! 18% of respondents prefer to travel by executive class.
! 6% of respondents prefer to travel both classes.


M.P. Birla Institute of Management Customer Happiness

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Table and chart No 5 showing how passengers select the airlines


Particulars No of respondents Percentage
Friends 11 22%
Family 15 30%
Advertisement 5 10%
Agencies 5 10%
Others 9 18%
Total 50 100%

11
15
5
5
9
Friends Family Advertisement Agencies Others


By seeing this table, we can understand that the family is the main factor to
influence the passengers for selecting a specific airline (30%) following by
other reason as word from friends (16%). Advertisement is also the running
reasons that make the passengers select a particular airline (10%).

M.P. Birla Institute of Management Customer Happiness

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Table No 6 showing the reasons to travels by air


Reason No of respondents Percentage
Airfare 4 8%
Convenience 10 20%
Service 6 12%
Image 3 6%
Accessibility 3 6%
Cabin crew 2 4%
Punctuality 5 10%
Responsibility 2 4%
Safety 4 8%
Discount 1 2%
Onboard promotion 1 2%
Food 3 6%
Network 3 6%
Others 3 6%
Total 50 100%


There are many reasons that the passenger selects to travel by air.
From the table we infer that maximum number of passengers prefer air travel
because of convenience then follows for service, punctuality, safety aspect,
airfare, food, network, image etc.


M.P. Birla Institute of Management Customer Happiness

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Chart No 7 showing the reasons to travels by air

0 5 10 15
1
R
e
a
s
o
n
s
No of respondents
Others
Network
Food
Onboard
promotion
Discount
Safety
Responsibility
Punctuality
Cabin crew
Accessibility
Image
Service
Convenience
Airfare




M.P. Birla Institute of Management Customer Happiness

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Table and chart No 7 showing opinion of respondents towards Jet
Airways services

Particulars Excellent Good Average Dissatisfactory
Airfare 5 40 4 1
Reservation 20 26 4 -
Help Desk 15 27 8 -
Check in counter 20 23 7 -
In flight 24 20 6 -
Security checking 10 32 8 -
Food 18 25 7 -
Air craft 16 30 4 -
Schedule
Convenience
26 20 4 -
Onboard promotion 7 18 25 -

0 10 20 30 40
No of respondents
Airfare
Reservation
Help Desk
Check in
counter
In flight
Security
checking
Food
Air craft
Schedule
Convenience
Onboard
promotion
Average
Good
Excellent


M.P. Birla Institute of Management Customer Happiness

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Table no 8 showing the ranking of the satisfaction level, according to the
airlines services

Factors
1 2 3 4 5 6 7 8 9 10 11
Weighted
Average
Airfare

12

132
3

30
8

72
2

16
3

21
1

6
7

35
3

12
2

6
8

16
1

1


350
Reservation

8

88
10

10
0
15

13
5
2

16
3

21
6

36
3

15
1

4
1

3

1

2
0

0


420
Help Desk

4

44
8

80
4

36
7

56
5

35
7

42
3

15
8

32
2

6
2

4
0

0


350
Check-in counter
6

66
5

50
4

36
7

56
9

63
10

60
3

15
2

8
3

9
1

2
0

0


365
In-flight

3

33
3

30
3

27
9

72
9

63
4

24
10

15
4

16
2

6
3

6
0

0


327
Security Checking
4

44
7

70
4

36
5

40
2

14
6

36
5

25
10

14
6

1
8
0

0
1

1


324
Food

5

55
10

10
0
5

45
6

48
6

42
4

24
5

25
5

20
4

1
2
0

0
0

0


371
Aircraft

5

55
5

50
5

45
5

40
5

35
6

36
2

10
6

24
9

2
7
2

4
0

0


326
Schedule
Convenience
14

154
6

60
3

27
4

32
5

35
1

6
3

15
4

16
6

1
8
4

8
0

0


371
Onboard
Promotion
0

0
2

20
6

54
3

24
3

21
1

6
4

20
2

8
9

2
7
19

38
1

1


219
Others

1

11
0

0
0

0
0

0
0

0
0

0
0

0
0

0
0

0
2

4
3

3


18

Note: -The factors deciding the satisfaction of services for airline, assigning
one (1=11 marks) for the most satisfaction and eleven (11=1 marks) for the
dissatisfaction level.
M.P. Birla Institute of Management Customer Happiness

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Factors Rank number Weighted averages
Reservation 1 420
Schedule convenience 2 371
Food 2 371
Check in counter 3 365
Airfare 4 350
Helpdesk 4 350
In flight 5 327
Air craft 6 326
Security checking 7 324
Onboard promotion 8 219
Others 9 18




Chart No. 8 showing weightage for various services
350
420
350
365
327
324
371
326
371
219
18
Airfare Reservation Help Desk Check in Counter
In-flight Security Checking Food Aircraft
Schedule Convenience Onboard Promotion Others






M.P. Birla Institute of Management Customer Happiness

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Table and chart 9 showing percentage of passengers according to their
level of happiness



25
19
6
0
0
5
10
15
20
25
No of
respondents
1
Rates
Excellent Good Average Dissatisfactory



Among the various respondents 50% passengers are extremely happy with
the service provided by Jet Airways and have rated Jet Airways services as
excellent. 38% respondents have rated jet airways services as good that
show the respondents are satisfied with its service. Only 12% respondents
rate Jet Airways services as average and none of the respondents are
dissatisfied with its service.


Rates No of respondents
Excellent 25
Good 19
Average 6
Dissatisfactory -
Total 50
M.P. Birla Institute of Management Customer Happiness

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SUMMARY,
RECOMMENDATIONS
AND CONCLUSION













M.P. Birla Institute of Management Customer Happiness

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SUMMARY AND CONCLUSION

1. Jet Airways is the favorite domestic airlines in India regarding its
services and customers satisfaction. It is seen that approximately 50%
of respondents are very happy with services provide by Jet Airways.

2. While doing the survey, it was found that maximum 56% of
respondents prefer to travel by Jet Airways because of the standard
services provide. About 32% and 12% of respondents prefer to travel
by Kingfisher and Indian, respectively.

3. Family is the factors that influence people to select a particular airline.

4. While doing the survey, it was noticed that the reasons that motivates
the respondents to prefer traveling by air are as follows: -
! Convenience
! Service
! Safety
! Punctuality
! Airfare

5. 76% of respondents feel comfortable to travel by the economy class.
While 18% of respondents have selected to travel by executive class.
Whereas 6% have selected to travel in both classes since it depends
on the schedule and seat availability.

It can be concluded that the passengers are very happy and satisfied with the
services, provided by Jet Airways.



M.P. Birla Institute of Management Customer Happiness

60
Problems While Doing the Survey

1. Passengers are in hurry to board so they refuse to fill the
questionnaire.
2. There is less time to conduct survey.
3. Passengers will not participate to answer some questions.
4. While doing the survey, it is found that some passengers hesitated and
could not give the proper answer.


RECOMMENDATIONS

The survey shows most passengers are satisfied and happy with the services
of Jet Airways. Anyhow, some points are suggested as given below: -

! Onboard promotion should be improved and provided for all
passengers.
! To make arrangements for connecting flights traveling from one
sector to another by using different airlines.
! Airfare should be reduced.
! The airline should keep providing a special discount to frequent
fliers and students.
! The airline should improve and manage the time for connecting
flight.
! While meals served are very good, snacks should be
customized according to the place, city or region.
M.P. Birla Institute of Management Customer Happiness

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CONCLUSION

Jet Airways can be ranked as no.1 for its guaranteed rewards
(based on survey).

Jet Airways services are excellent. They believe in innovativeness and
creativity to serve their customers satisfactorily and keep them happy always.

To compete with its competitors, in this day and age, they however need to
improve their services marginally to excel and remain in the top bracket.




















M.P. Birla Institute of Management Customer Happiness

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ANNEXURE










M.P. Birla Institute of Management Customer Happiness

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QUESTIONNAIRE FOR PASSENGERS

I, JAVED ASLAM, MBA STUDENT OF M.P.BIRLA INSTITUTE OF
MANAGEMENT, AM DOING PROJECT UNDER THE TOPIC CUSTOMER
HAPPINESS. KINDLY SPEND A FEW MINUTES TO FILL THIS
QUESTIONNAIRE. THIS WILL BE USEFUL INFORMATION TO COMPLETE
MY MASTER PROJECT. THANK YOU.

1 1. . N NA AM ME E _ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ _

2 2. . A AG GE E _ __ __ __ __ __ __ _

3 3. . S SE EX X
# Male
# Female


4 4. . E ED DU UC CA AT TI IO ON N
# Pre university
# Degree
# Post graduate
# # Above post graduate


5 5. . O OC CC CU UP PA AT TI IO ON N
# Student
# Private company
# Housewife
# Government sector
# Business person
# Others.


6 6. . M MO ON NT TH HL LY Y I IN NC CO OM ME E
# Less than 1,20,000
# 1,20,000 3,60,000
# 3,60,000 6,00.000
# # Above 6,00,000


7 7. . H HO OW W O OF FT TE EN N D DO O Y YO OU U T TR RA AV VE EL L B BY Y A AI IR R? ?
# Weekly
# Monthly
# Yearly
# # Others
M.P. Birla Institute of Management Customer Happiness

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8 8. . F FO OR R W WH HI IC CH H P PU UR RP PO OS SE E D DO O Y YO OU U T TR RA AV VE EL L B BY Y A AI IR R? ?
# # Business
# # Leisure
# # Others.


9 9. . W WH HI IC CH H A AI IR RL LI IN NE E D DO O Y YO OU U P PR RE EF FE ER R? ?
# Jet Airways
# # Indian
# # Kingfisher


1 10 0. . R RA AN NK K T TH HE E L LI IS ST T O OF F A AI IR RL LI IN NE ES S A AC CC CO OR RD DI IN NG G T TO O Y YO OU UR R
P PR RE EF FE ER RA AB BL LE E. .
# Jet Airways
# # Indian
# # Kingfisher
# # Others


1 11 1. . W WH HI IC CH H C CL LA AS SS S D DO O Y YO OU U T TR RA AV VE EL L B BY Y? ?
# Executive Class / Business Class
# Economic Class
# Both


1 12 2. . H HO OW W D DI ID D Y YO OU U S SE EL LE EC CT T T TH HE E A AI IR RL LI IN NE E? ?
# Friends
# Family
# Advertisement
# Agencies
# Others..


13. W WH HA AT T A AR RE E T TH HE E R RE EA AS SO ON NS S T TH HA AT T Y YO OU U S SE EL LE EC CT T T TO O T TR RA AV VE EL L B BY Y
Y YO OU UR R P PR RE EF FE ER RE ED D A AI IR RL LI IN NE E? ? (You can select more than one reason)
# Air fare
# Convenience
# Service
# Image
# Accessibility
# Cabin Crew
# Punctuality
# Responsibility
# Safety
# Discount
# Onboard Promotion
# Food
# # Others.
M.P. Birla Institute of Management Customer Happiness

65
1 14 4. . W WH HA AT T I IS S Y YO OU UR R O OP PI IN NI IO ON N A AB BO OU UT T F FO OL LL LO OW WI IN NG G S SE ER RV VI IC CE ES S
P PR RO OV VI ID DE ED D B BY Y Y YO OU UR R A AI IR RL LI IN NE E? ?

Excellent Good Average Dissatisfactory
Airfare
Reservation
Help Desk
Check-in counter
In flight
Security checking
Food
Aircraft
Schedule
Convenience

Onboard
Promotion

Others.


1 15 5. . R RA AN NK K T TH HE E F FO OL LL LO OW WI IN NG G S SE ER RV VI IC CE ES S O OF F J JE ET T A AI IR RW WA AY YS S
A AC CC CO OR RD DI IN NG G T TO O P PR RE EF FE ER RR RE EN NC CE E. .

# Airfare
# Reservation
# Help Desk
# Check in Counter
# In-flight
# Security Checking
# Food
# Aircraft
# Schedule Convenience
# Onboard Promotion
# # Others..


I I D DO ON NT T L LI IK KE E J JE ET TA AI IR RW WA AY YS S B BE EC CA AU US SE E O OF F: :
______________________________________________________________
______________________________________________________________
____


1 16 6. . D DO O Y YO OU U T TH HI IN NK K J JE ET T A AI IR RW WA AY YS S H HA AV VE E V VA AL LU UE E F FO OR R M MO ON NE EY Y? ?

# YES
# NO



M.P. Birla Institute of Management Customer Happiness

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1 17 7. . J JE ET T A AI IR RW WA AY Y S S S SE ER RV VI IC CE E R RA AN NK KI IN NG G W WO OU UL LD D B BE E: :

E EX XC CE EL LL LE EN NT T G GO OO OD D A AV VE ER RA AG GE E D DI IS SS ST TI IS SF FA AC CT TO OR RY Y P PO OO OR R

1 1

2 2

3 3

4 4

5 5



1 18 8. . A AN NY Y S SU UG GG GE ES ST TI IO ON NS S
_ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ _
_ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ _
_ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ _
_ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ _




D DA AT TE E _ __ __ __ __ __ _/ /_ __ __ __ __ __ _/ / 2 20 00 06 6
P PL LA AC CE E _ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ _
Signature _____________



Thank you for your co-operation.
J JA AV VE ED D A AS SL LA AM M. .


















M.P. Birla Institute of Management Customer Happiness

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BIBLIOGRAPHY


Rust, Ronald T., Zahorik, Anthony J. and Keiningham, Timothy L. SERVICE
MARKETING. Addison Wesley, New York, 1999.

Zeithaml, Valarie A. and Bitner, Mary Jo. SERVICE MARKETING:
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