Customer satisfaction measurement

INTO

Good morning. Let me introduce myself. My name is Khristina Butrim and today I’d like to present you my future research. Here on the slide you can see the theme of my work. Well, basically I am going to investigate such subject like CUSTOMER SATISFACTION that is considered to be quite a broad concept. So I am planning to focus on CS in aviation industry, to be even more precise in such Russian airline company like Aeroflot.

STRUCTURE

Well, let me give you a little overview of the structure of my work. I’ve divided it into several parts. Firstly I’d like to talk about the background of the research. Further I’ll touch upon such an essential aspect of my work as the goals of my research, followed by so-called focus points or you can also consider them as the main steps of my research. Afterwards I’ll shed some light on the methodological aspect and, finally, I will finish my presentation with the data I am expecting to obtain, which are to represent the very results of my research.

BACKGROUND

So let us move on. In a competitive marketplace, where businesses compete for customers, customer satisfaction is perceived as a key performance indicator especially for those businesses that provide service. It is well known that in order to improve something, some index or indicator - you need to initially measure, to evaluate it. Today we can trace over 30 years of experience in measuring CS. There have been many efforts to work out different methods, the most popular ones are these methods which represent basically similar types of structured surveys.

It is necessary to point out that the most investigated businesses are in terms of CS are still Hotel Business and Restaurant Business. Much less attention has been paid to the aviation business. But if we think for one moment about what the service provided by airline companies basically represent, then we will figure out that it is a combination of these 2 businesses: where you get some private space with a certain level of comfort and u get served as well some meals like it happens in the restaurants. So we can conclude, that CS in airline companies is equally important as in any other service-providing businesses and I found it unfair that such little research has been made about it.

GOALS

Therefore I decided to investigate this subject within the framework of two aspects: measurement of CS and its further improvement. And again all of it in respect of the aviation industry. These 2 min streams of my research are supported by several main goals, that basically are the following…

FOCUS POINTS 

-   Aeroflot’s position in its sector (in irder to understand it's competitiveness on the market, development level, strength and weaknesses)

• Current Aeroflot’s CS measurement system by which...
• Present level of CS in Aeroflot (as a secondary data Aeroflot's surveys, National Aviation data for recieving some awareness of current situation)
• Aeroflot service’s weak points / problem zones (on which i am planning to make the main focus for further recommendations/corrections for service improvement)
• World’s airline companies’ experience in CS improvement (ideas)
• Modified method of Aeroflot’s CS improvement (complex of recommendations / corrections)

METHODOLOGY

In order to reach these goals i am planning to apply several types of methodological approaches.

Survey: Additionaly to the aggregation and use of secondary data i will conduct my own servey in order to refresh the statistics. Regardless of gender and age.

Matrix: Basically i will use all the information recieved at this stage and i will sort it out into different sections (touchpoints: internet booking, direct sells, telephone booking, service aspects, boarding, flight...)

RESULTS

So let me move to the last but very important aspect of my work – the data to be obtained. Well, here i'd like to clarify one more time all the intentions that i have whithin my research. I am expecting to determine Aeroflot position in airline industry, Current customer satisfaction level, Weak points of the service, World service experience and in the aggregate, all this data will serve to the key goal of the entire research – to the building Modified CS improvement model.

CONCLUSION

Thus I am coming up to the end of my presentation and in conclusion I’d like to highlight one more time the urgency of this research. Especially now when the aviation industry is on its