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RESEARCH METHODOLGY

Submitted To
Mrs. Sana Ashraf

Batch
MBA-E9 (8th Semester)

Submission Date
April 19, 2016

Submitted By
Wajid Ali
Haifa Saleem

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ACKNOWLEDGEMENT
We would like to thanks ALMIGHTY ALLAH the most beneficial, gracious and merciful
who enable us to perceive higher ideas of life and helped us throughout our life especially in
writing this report and all blessing to His beloved PROPHET MUHAMMAD (PBUH) who
is the greatest personality of this universe.
After Almighty Allah we owe our heartiest gratitude to our parents because their prayers
encouraged us to complete our task.
We are also extremely thankful to all of our teachers especially to Miss Sana Ashraf for her
reward less help, precious suggestions, constant encouragement and personal interest and
kind guideline that enable us to write the report.
At the end we shall like to thank all our class fellows who always helped us in our studies
when we needed.

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Abstract
The report includes the information about Pakistan International Airlines, a brief
introduction of the PIA and the problems which are being faced by national flag carrier, the
purpose of selecting this topic is to know the reasons that why PIA an airline which was one
of the best airline of the world and the strong pillar of countrys economy is facing huge
losses for last many years, this report particularly investigates the reasons of declining level
of customer satisfaction in the services provided by the PIA as the passengers are
continuously switching to other airlines and PIA is consistently going down. The survey
results are also included in the report that researchers conducted at Hajvery University
Lahore; during the survey the researchers met the people with different minds where they
noticed their complaints about PIA, the complete information is also included in the report. In
the end researchers have added some suggestions which can help PIA in recapturing the lost
passengers & raise the level of satisfaction as well.

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Table of Contents
ACKNOWLEDGEMENT............................................................................................. 2
Abstract.................................................................................................................... 3
Synopsis................................................................................................................... 5
Introduction............................................................................................................... 6
Background............................................................................................................... 7
Research Methodology................................................................................................. 8
1) Qualitative Technique................................................................................... 8
2) Quantitative Technique................................................................................. 8

SAMPLE SIZE.............................................................................................. 8

SAMPLE AREA............................................................................................ 8

SAMPLE UNIT............................................................................................. 8

SAMPLE TECHNIQUE................................................................................... 8

RESEARCH DESIGN..................................................................................... 8

Data Collection........................................................................................................... 8
1) Secondary Data............................................................................................ 8
2) Primary Data................................................................................................ 8
Data Analysis............................................................................................................. 9
Findings................................................................................................................. 14
Conclusion.............................................................................................................. 15
Recommendations..................................................................................................... 15
Survey Questionnaire................................................................................................. 16
References.............................................................................................................. 19

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Synopsis
Topic:
The topic of the research report is the Customer Satisfaction in the services of PIA.

Purpose:
The purpose of conducting the research is to investigate the reasons of declining level of
customer satisfaction in the services provided by the Pakistan international airlines and
suggesting some measures for the problems.

Scope:
Pakistan International Airlines (also known as PIA) is the national flag carrier of Pakistan and the
national airline operating passenger and cargo services around the world. It is now suffering losses as
the passengers are switching to other airlines but it has the capacity to earn profit, ability to bring back
those switched passengers and it can contribute towards the GDP of country as well.

Method:
Researchers got the information from the internet by using several search engines such as Google etc.
Researchers constructed a full fledge questionnaire for the survey purpose, which was circulated in
the Hajvery University (Euro Campus) for the collection of the responses.

Source:
Researchers got the data mainly from primary as well as secondary sources. In secondary sources
researchers got most of the data from the internet and newspapers as they are providing sufficient
information about current situation of the organization.

Fact and figures:

Major facts and figures that are causing dissatisfaction among the passengers about the services being
provided by Pakistan International airlines to the passengers are ageing fleets, overage employees, and
high salary of staff, political element and overstaffing.

Introduction:
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When Pakistan was founded in 1947 it comprised two territories on either side of the expanse
of India. It was in this unusual circumstance that Pakistan International was formed in 1955.
Despite wars and economic trouble, the carrier survived to grow and prosper. Pakistan
International Airlines is the flag carrier airline of Pakistan, based in Karachi.
It is one of the largest airlines in Asia, operating scheduled services to 36 destinations
throughout Asia, the Middle East, Europe and North America, as well as an extensive
domestic network linking 30 destinations.
Its main bases are Jinnah International Airport, Karachi, the Allama Iqbal International
Airport, Lahore and the Benazir Bhutto International Airport, Islamabad/Rawalpindi. The
airline also has secondary bases, including Peshawar International Airport, Faisalabad
International Airport, Quetta International Airport and Multan International Airport, from
which it connects the metropolitan cities with the main bases, the Middle East and the Far
East. The airline is owned by the Government of Pakistan (87%) and other shareholders
(13%).
It has 19,263 employees (at February 2016) for 26 operational aircrafts in PIA fleet which
shows that there are 740 employees for a single aircraft, while the global average is 150-200
employees per aircraft. As of April 2016, the Pakistan International Airlines fleet consists of
43 aircrafts.

Pakistan International Airlines Fleet

Types of Aircraft
Total
Airbus A310-300
Airbus A320-200
ATR 42-500
ATR 72-500
Boeing 777-200ER
Boeing 777-200LR
Boeing 777-300ER
Total

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10
11
6
5
6
2
3
43

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Capacity
(Passengers)
227
158
48
68
329
310
393
-

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Background:
Pakistan International Airlines, or 'PIA' for short, can trace its beginnings to the days when
Pakistan was not an independent state. In 1946 Muhammad Ali Jinnah realized the need for
an airline network for the forming country and called upon the help of an industrialist Mirza
Ahmad Ispahani to develop a flag carrier for the nation. Meanwhile, an airline called 'Orient
Airways', registered in Kolkata, was formed on 23 October 1946. In February 1947, the
airline brought three DC-3 airplanes from a company in Texas, and in May of that year the
airline was granted a license to fly. Services were started in June from Kolkata to Sittwe and
Yangon. This was the first post-war airline flight by a South Asian registered airline company.
Two months after this service began, Pakistan was formed. Orient Airways began relief
flights to the new nation and, soon after, it moved its operations to Karachi, where it began
flights to Dhaka on 7 June 1954. In addition, the first two domestic routes in Pakistan were
established, from Karachi to Lahore Peshawar and from Karachi to Quetta to Lahore.

PIA L1049C Super Constellation at London (Heathrow) Airport in 1955

The Government of Pakistan, realizing the operation was failing economically, proposed that
Orient Airways merge into a new national airline. On 11 March 1955, Orient Airways merged
with the government's proposed airline, becoming 'Pakistan International Airlines
Corporation'. During the same year the airline opened its first international service, from
Karachi to London
Heathrow Airport via Cairo International Airport and Leonardo da Vinci Airport in Italy,
using three newly-acquired Lockheed L-1049C Super Constellations. The DC-3s continued
operating the domestic services in Pakistan. In May 1956, PIA ordered two further Super
Lockheed Constellations of the latest L-1049H version and five Vickers Viscount 815. In
1959, Malik Noor Khan was named Managing Director.

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Research Methodology:
1) Qualitative Technique
2) Quantitative Technique

There are two main techniques for conducting a research which are listed above, from these
two techniques the researchers have used and preferred Quantitative Technique because it
provided the convenience to researchers as it was less time consuming & low cost technique
for the researchers.

SAMPLE SIZE:
SAMPLE AREA:
SAMPLE UNIT:
SAMPLE TECHNIQUE:
RESEARCH DESIGN:

Fifteen respondents
Hajvery University Euro Campus, Lahore
Students from different departments
Simple Random Sampling
Exploratory and Descriptive

Data Collection:
Data was collected by circulating a questionnaire contained 15 questions by the researchers
through their personal interaction with the respondents in the Hajvery University (Euro
Campus) Lahore. The respondents of the survey were very cooperative as almost 100%
respondents respond very sincerely. Researchers also assisted some respondents facing some
problems while answering the questions they were being asked.
1) Secondary Data : The main source of gathering secondary data was internet and
Pakistan International Airlines yearly officials report, also the researchers have
gathered some useful information from PIAs official website.

2) Primary Data : Researchers have conducted a survey through a small size

questioners contained 15 questions which was circulated in the Hajvery University
(Euro Campus) Lahore, for the purpose of gathering primary data. The questionnaire
was designed according to the needs of the research. For the purpose of filling the
questionnaire the customers were selected randomly.

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Data Analysis:
Researchers have asked fifteen questions through conducting a survey in the Hajvery
University Euro Campus, Lahore. The researchers have asked both close ended and open
ended questions from the respondents, those respondents who took part in the survey have
answered the questions very sincerely and analysis of the researchers based on those
responses is given below.
1. When researchers inquired about the frequency of the air round trips from the
respondents in last 12 months, they found

Air Round Trip's Frequency

6
5
4
3
2
1
0

0
5

1 to
3 2

3 to
5 5

6 to
2 10

11 to 20

2. When researchers asked respondents about the purpose of their trip, they
found

Purpose of trip
12
10
8
6
4
2
0

1
Business

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1
Pleasure
11

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Personal

Others
2

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3. When researchers asked the respondents about the airlines they travelled on,
they found
Airlines frequnetly travelled on
7
6
5
4
3
2
1
0

0
5

4. When the researchers asked the respondents to rate the reservation agent of
PIAs services, they found
Reservation Agent's Services
6
5
4
3
2
1
0

Best
2

Good
5

Worst
5

Don't3Recall

5. From respondents when asked for their decision to choose PIA for trip,
researchers found

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Factors contributed towards decision making

8
6
4
2
0

Patriotism
3

Low air
7 fare

Seats availability
4

Others
1

6. When researchers asked the respondents about the punctuality of PIA in terms
of arrival & departure, they found
Arrival & Departure
10
8
6
4
2
0

Excellent
1

Good
3

Poor
8

Worst
3

7. When respondents asked to rate the dealing of PIA with delays and cancellations,
researchers found
Delays & Cancellations
8
6
4
2
0

Best

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Good average
6

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Poor
7

Very2poor

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8. While inquiring about the satisfaction level of respondents for the services of PIA
like meals, baggage handling etc., the researchers found
PIA's Services & Satisfaction Level
6
5
4
3
2
1
0

9. When it was asked from the respondents about the attitude of PIA staff,
researchers found
Staff Attitude
8
6

2
0

0
Professional

Non professional

Don't know

Others

10. When researchers asked respondents about an urgent improvement in services

provided by PIA, they found
Urgent Improvement
10
8
6
4
2
0

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4
0
9

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11. When the respondents asked for their willingness about the improvement in
services & image of the PIA through proposed privatization, researchers found
Improvement of Image via Privatization
10

8
6
4
2
0

1
Yes

May or May not

No
5

Don't know

12. When respondents asked about their suffering level from the recent strike of PIA
employees, researchers found
Impact of recent PIA employees' strike
12

10

10
8
6
4
2
0

0
Mentally

Financially

Didn't suffered
3

Others

13. When researchers wanted to know about the support of respondents for the
proposed subsidiary company of PIA, they found
Support for proposed PIA subsidiary comapny
10

8
6

4
2
0

1
Definitely Yes

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Yes

Definitely
4 No

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No

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14. When respondents asked if they get a chance will they travel again in PIA,
researchers found
Travel again in PIA?
10

960

6
4
2
0

Yes

No

15. When researchers insisted the respondents will they recommend others to travel
in PIA, they found
Recommendation to Others
6

4
3

2
1
0

Definitely Yes

May or May not

Probably No

Definitely No

Findings:

The problem begun right from the reservation desk because almost 53% respondents
complained about the poor services from PIA reservation agent.

Majority of respondents choose PIA for travel because of the price differences in
other international carrier and PIA.

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Around 60% respondents showed their utmost dissatisfaction towards the handling of
PIA with delays & cancellations.

Almost 73% respondents were highly concerned about PIAs punctuality in terms of
arrival and departure.

The quality of meals, baggage handling and flight attendants services caused highly
dissatisfaction among majority of respondents.

Researchers found that the attitude of crew is professional but according to some
respondents it is not good towards passengers because they dont support passengers
when they are in trouble.

Majority of respondents were not happy about the strikes of PIA employees because it
suffered them a lot mentally and financially.

Conclusion:
After conducting this research the researchers are standing at a place where they can say that
people of Pakistan want to travel through PIA but according to them they are compelled to
travel by other airlines because of above reasons. So it can be said that this is the time when
the management and the Government of Pakistan need to take some serious steps towards the
uplifting of PIA through improving their services quality and dealing properly & sincerely
with the concerns shown by the majority of the respondents. Also because Pakistan at this
time is facing economic problems while PIA is proving a white elephant for the countrys
economy, so if PIA can get dependence from political influence & makes the desired
improvements then the day is not far when it will start contributing in the countrys economy
by adding its revenue in it.

Recommendations:

PIA must train their reservation agents for better dealing with the passengers.

They must made improvements on urgent basis in the area of handling with delays
and cancellations because inefficiency in this area making an ill-will of PIA in the
minds of passengers.

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For last many years people are complaining and questioning the punctuality of PIA in
terms of arrival and departure so they must tackle with this problem on urgent basis.

PIA should not discourage its loyal customers by degrading them with their attitude.

Majority of passengers choose PIA because of low air fare so fares should be matched
with other competitive airlines if not less.

Food quality should be improved because a large number of respondents were not
happy with the quality of meals.

Strikes must not disturb the loyal passengers mentally or financially so PIA must have
some alternatives in such worst conditions for the passengers.

Government of Pakistan should go for the new subsidiary company of PIA because
respondents are very hopeful for betterment in PIA structure through this move.

Government of Pakistan must drop the proposed plan of privatization of PIA because
majority of respondents are not in favor of this move.

Survey Questionnaire:
A SURVEY TO FIND OUT THE CUSTOMER SATISFACTION LEVEL FOR THE
SERVICES PROVIDED BY PAKISTAN INTERNATIONAL AIRLINES
Dear Respondent!!
We are the students of MBA last semester from Hajvery University doing our masters project
by conducting a survey on customer satisfaction regarding the quality of services provided by
PIA. Your participation in this survey is completely voluntary as this survey only seeks to
understand the passengers view about the services of PIA provided to him/her. You can
withdraw from the survey anytime if you feel uncomfortable answering any question. All the
information gathered by this survey will be highly confidential & used only for academic
purposes.
Please start with the survey it will take approximately 5 minutes to complete the
questionnaire.
Name of Respondent:
Age:
Department/Discipline:
Institution:
Phone # (Optional):
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______________________
______________________
______________________
______________________
______________________
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1. What is the frequency of the air round trips you have made in the
last 12 months?
0
1-2
3-5
6-10
> 10
2. What was the main purpose of your trip?
Business
Pleasure
Personal
Others, Specify __________
3. Which of the following air lines you have travelled by?
PIA
Shaheen Air
Air Blue
Emirates airlines
Others, Specify __________
4. How do you rate the services provided by PIA reservation agent
when making your travel arrangements?
Best
Good
Worst
Dont Recall
5. Which factor contributed towards your decision to choose PIA for
any of yours trip?
Patriotism
Low air fare
Seats availability
Others, Specify __________
6. How do you rate the punctuality of PIA in terms of arrival and
departure?
Excellent
Good
Poor
Worst
7. How do you rate the dealing with delays and cancellations of the
flights by PIA?
Best
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Good average
Poor
Very Poor
8. How satisfied you are in terms of services (meals, flight
attendants, baggage handling, etc.) of PIA?
Highly satisfied
Satisfied
Neither satisfied nor dissatisfied
Dissatisfied
9. How do you rate the PIA staff attitude towards passengers?
Professional
Non professional
Dont know
Others, Specify __________
10.
If you are asked about an urgent improvement among from
the services of PIA what should it be?
PIA ticket counter
Meals quality
Handling of delays or cancellations
Others, Specify __________
11.
Do you think the governments move of privatization of PIA
will be helpful making the services & image better than before?
Yes
May or May not
No
Dont know
12.
Up to what extent you have to suffer from during the recent
strike of PIA employees all over Pakistan?
Mentally suffered
Financially suffered
Didnt suffered at all
Others, Specify __________
13.
Government of Pakistan is planning to launch a subsidiary
company of PIA, will you appreciate this move?
Definitely Yes
Yes
Definitely No
No
14.

Would you like to travel again in PIA?

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Yes
No
15.

Would you recommend others to travel in PIA?

Definitely Yes
May or May not
Probably No
Definitely No

Thank you for taking this survey!

References:

www.piac.com.pk
http://en.wikipedia.org/wiki/Pakistan_International_Airlines_destinations3
http://en.wikipedia.org/wiki/Pakistan_International_Airlines
www.google.com
http://www.historyofpia.com/
http://www.airlinequality.com/Forum/pia.htm
http://wwwagse.informatik.uni-kl.de/teaching/pia-scenario/
http://www.abacus.com.pk/news_events/travel_secure.asp
http://aviation-safety.net/database/operator/airline.php?var=4931
http://www.answers.com/topic/pakistan-international-airlines?cat=biz-fin
http://news.bbc.co.uk/1/hi/business/1561315.stm

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