TQM OF

Service Industry
JET AIRWAYS

AVIATION INDUSTRY SCENARIO

IN INDIA
TheIndianaviationisoneofthefastestgrowing
aviationindustryintheworld
Withtheliberalizationoftheindianaviation
sector,aviationindustryinindiahasundergone
arapidtransformation
Privateairlineaccountsforalmost75%shareof
thedomesticaviationmarket
Indiahas454airportsofthese16aredesignated
internationalairports

PLAYERS IN THE INDIAN MARKETPLAYERS

IN THE INDIAN MARKET

AirlinesatInternationalRoutes
AIRINDIA
JETAIRWAYS
INDIANAIRLINES
INDIGO
SPICEJET

Airlines at Domestic Routes

INDIGO
GOAIR
SPICEJET
AIRDECCAN

Welcome Aboard
IndiasMostPreferred
Airline

FORMATION OF JET AIRWAYS

Mr.NareshGoyalfoundedJetair(ltd)inMay
1974
In1991DiversificationProgramme
CommencedcommercialoperationsinMay

MISSION
JetAirwayswillbethemostpreferreddomestic
airlineinIndia.
JetAirwayswillachievethispre-eminent
positionbyofferingahighqualityofservice
andreliable,comfortableandefficient
operations.

JET AIRWAYS PARTNERSHIPS

AirCanada
AmericanAirways
BrusselsAirways
AllNipponAirways
Jetlite
QANTAS

 Carrentalpartners
Co-Brandcard
Conversion
Hotelpartners

SERVICES
Check In Options :
AirportCheckin
TeleCheckin
WebCheckin
KiosksCheckin
Airport Lounges
Bus Services
Cuisines
Entertainment

SPECIAL SERVICES

InfantandChildCare
WheelChairAssistance
UnaccompaniedMinors
MedicalEmergencies
TravellingwithAnimals
JetMobile

TQM TECHNIQUES
JetAirwaysformulatedaQuality
ManagementSystemforIn-flightServicesin
February2001aspartofacomprehensive
exercisetoimplementISOinselective
operationalareas.
TheyalsoimplementKAIZENtechniquesto
improvetheservicesoftheiremployeesthrough
continuoustrainingprograms.

SERVQUAL MODEL
Isamodeltoassessthegapofanorganizations
servicequalityperformanceagainstcustomer
quality
needs.
IntroducedbyZeithaml,ParasuramanandBerry
in1985.
Itiswidelyusedwithinserviceindustriesto
understandtheperceptionoftargetcustomers
regardingtheirserviceneeds

 SERVQUALwasoriginallymeasuredon10
aspectsofservicequality:reliability,

responsiveness, competence,
access, courtesy,
communication, credibility,
security, understanding
the customer and tangibles

Servqual Data - What can we do

Wecanusedataoncustomerprioritiestofeed
intotheHouseofQuality(QFD)
Qualityfunctiondeployment(QFD)isamethod
totransformuserdemandsintodesignquality,to
deploythefunctionsformingquality,andto
deploymethodsforachievingthedesignquality
intosubsystemsandcomponentparts,and
ultimatelytospecificelementsofthe
manufacturingprocess.

DIMENSIONS OF SERVQUAL MODEL

Reliability:Abilitytoperformthepromisedservice
dependablyandaccurately.
Assurance:Knowledgeandcourtesyofemployees
andtheirabilitytoinspiretrustandconfidence.
Tangibles:Appearanceofphysicalfacilities,
equipment,personnelandcommunicationmaterials.
Empathy:Caring,individualizedattentionthefirm
providestoitscustomers.
Responsiveness:Willingnesstohelpcustomersand
providepromptservice

An empirical study was conducted in

2007on the
Indian airline industry (FSC) using
ServQual
model
JET AIRWAYS

KINGFISHER
AIRLINES

INDIAN
AIRLINES+AIR
INDIA

RELIABILITY

ASSURANCE

TANGIBLES

EMPATHY

RESPONSIVENE
SS

AREAS OF QUALITY
MANAGEMENT
1Ontime
2Delayinformation
3Announcedelay
4Goodin-flightservice
5Goodin-flightfood
6Waitingtimeforbaggage
7BaggagelossOntime
8Delayinformation
9Announcedelay
10Goodin-flightservice
11Goodin-flightfood
12Waitingtimeforbaggage
13Baggageloss

14Compensatebaggageloss
15Goodgroundservice
16Refreshmentsondelay
17Accommodationondelay
18Onlinebooking
19Discountedfare
20Realbenefitsforfrequentfliers
21MaintenanceofAircraft&otherEquipments

YIELD MANAGEMENT
OR
REVENUE MANAGEMENT

Processofunderstanding,anticipatingand
influencingconsumerbehaviorinorderto
maximizeyieldorprofitsfromafixed,perishable
resource(suchasairlineseatsorhotelroom
reservations).

 YieldManagementinvolvesstrategiccontrolof
inventorytosellittotherightcustomerattheright
timefortherightprice.Thisprocesscanresultin
pricediscrimination,whereafirmcharges
customersconsumingotherwiseidenticalgoodsor
servicesadifferentpricefordoingso

EXAMPLE
Inthepassengerairlinecase,capacityisregarded
fixedbecausechangingwhataircraftfliesacertain
servicebasedonthedemandistheexceptionrather
thantherule.Whentheaircraftdeparts,theunsold
seatscannotgenerateanyrevenueandthuscanbe
saidtohaveperished.Airlinesusespecialsoftware
tomonitorhowseatsarebeingreservedandreact
accordingly,forexamplebyofferingdiscountswhen
itappearsthatseatswillremainunsold&viceversa

QUALITY CERTIFICATION
InflightServices,ISO9001:2000certified
Certificationfortheproductandserviceranges
includesDesign,DevelopmentandDeliveryof
CustomerServicesthatmeetworld-class
standards
IATAOperationalSafetyAudit(IOSA)
Registration

COST CONTROL MEASURES

JetAirwaysandKingfisherAirlines,haveputaside
theirdifferencesandjoinedhandstocutcoststhrough
code-sharingandcombiningticketingandground
services.
TheairlineleasedtwoofitsBoeing737stoa
Japanesecompany,andimplementedanumberof
workforceproductivitymeasures.
Salarycutofemployees

AWARDS
airlinewithbestfirst-classserviceintheworld
awardatBusinessTravelers20th
annualbestinbusinesstravelawardsgalain
theUSA
bestdomesticfullserviceairlineaward
forthesixthyearinarow
Mostinnovativeproductlaunchaward

Customer Response through Surveys

(word of mouth)
Positive Aspects :
Jettravelersfounditsflightstobeontime.
Jetusuallyinformedtheircustomersaboutdelayin
advancethroughSMSortelephonecall.
InthecaseofadelayJetusuallyprovidestravelerswith
refreshments
Jetwasfoundtobeprovidinggoodin-flightfood&
entertainment
Baggagelosswasfoundtobealmostneveraproblem
withJetAirways
Stafffriendlyandhelpful

Negative Aspects:
ThemainproblemwithJethoweveristheirstaff.
Althoughtheyarepoliteandtrytobehelpful,
theyseemtobeuntrainedandgetoverwhelmed
easily.
Sometimethereisadelayforbaggage
Theircateringispoorinvarietyandquantity

THANK YOU