Introduction:

Pakistan International Airlines Corporation (PIA) is the first appreciable company of Pakistan in Airline industry; it was founded in 1946 as Orient Airways, PIA became a state corporation on March 11, 1955. After this, Orient's planes were repainted in PIA's green livery. It has its main hubs at Jinnah International Airport, Islamabad International Airport, Allama Iqbal International Airport. It focused cities are Peshawar international Airport and Manchester Airport. The parent company is in control of Secretary of the Ministry of Defense (Government of Pakistan). The company slogan is “Come Fly With Us”. It headquarter resides at Karachi, Pakistan and the key people include Ch. Ahmed Mukhtar (Chairman PIA). PIA’s route network stretches to Asia, the Middle East, Africa, Europe, and North America.

The conceptualization of service quality is the challenging issue for airline industry. There is a general agreement that the evaluation of services is more subjective than that of tangible goods and that an understanding of customers is central to understanding service quality; Kasper et al. (1999: 188), defines service quality as “the extent to which the service, the service process and the service organization can satisfy the expectations of the user.” Some prominent definitions include “conformance to requirements” (Crosby, 1984), “fitness for use” (Juran, 1988), or “one that satisfies the consumer” (Eiglier and Langeard, 1987). As per the Japanese production philosophy, quality implies zero defects in the service offering. Therefore service quality is an enduring construct that encompasses quality performance in all activities undertaken by management and employees.

Since from the very beginning of its operations; as an international airlines PIA has faced a lot of problems in terms of customer relations. Before the event of 9, 11 in 2001, PIA was poorly rated by its customers; people used to fly with PIA because of its cheaper fare rates. But after that event, international customers boycotted PIA, because of its owner ship in Muslim hands; it was a great challenge for PIA to continue; as ratio of leaving customer got so high. But after that PIA’s management had to work really hard to introduce the customer services thing into its business. It started working with provision of customer services, along with other improved airline facilities so that to attract customers. And the period from 2007 to 2008, although PIA faced a lot of internal losses but still it is the boom period in progress of customer services of PIA.

Today PIA being one of the biggest airlines of the world; is still facing some problems with its customer services. Of course since from 2007, PIA has improved its customer services a lot but still, there is need to further improvement in customer services, otherwise PIA would lose its important customers. Actually this is not the case only with PIA, but customers of all the airlines companies all over the world are complaining about the similar kind of problems. If some company has problems with in-flight staff behavior then in some other airlines they have problem with highly charged fares. PIA is putting its all efforts into improvement of customer services. The online reservation facility for the seats, business tours, and payment through credit cards, online information of the flights, PIA mobile service, and improved telephone help lines; introduction of new cargo services and many other services has been introduced after 2007. PIA is also providing free airline service to earthquake victims in Baluchistan recently.

Literature Review:

Customer service is often seen as an activity, performance measurement and a philosophy. It is the ability to provide a service or product in the way that it has been promised. It is an organization's ability to satisfy their customers' wants and needs and taking care of customers in a positive manner. Customer Service is any contact between a customer and a company that causes a negative or positive perception by a customer. Customer service is the commitment to providing value added services to external and internal customers, including attitude knowledge, technical support and quality of service in a timely manner, (http://www.csm.com). Excellent customer service is more than what you say or do for your customers.

It also means giving customer a chance to make their feelings known. (http://www.entrepreneur.com/encyclopedia). An airline provides air transport services for passengers or freight, generally with a recognized operating certificate or license. Airlines lease or own their aircraft with which to supply these services and may form partnerships or alliances with other airlines for mutual benefit. Airlines vary from those with a single airplane carrying mail or cargo, through full-service international airlines operating many hundreds of airplanes. Airline services can be categorized as being intercontinental, intercontinental, or domestic and may be operated as scheduled services or charters. (http://en.wikipedia.org/wiki/Airline)

Air Transport plays a vital role in moving people or products from one place to another, be it domestic or international, especially when the distances involved are far. Since it involves movement of people from one place to another it is must that customers should be satisfied. The customer is actually the important person to any business undertaking. Jan Carlzon, former president of the Scandinavian Airline System has rightly said, "A company's only true assets are satisfied customers." (Cats-Baril)

In line with the global trends in the aviation industry, large carriers and smaller ones have made service quality a centrepiece of their corporate and marketing strategy. Mega carriers such as Singapore Airlines (SIA), British Airways (BA) and Emirates have pushed the boundaries of service quality to its limit through service personalisation, quality meals, and greater variety of in-flight entertainment, modern aircraft, and frequent flyer programmes (Zaid, 1994; Sultan and Simpson, 2000; Wirtz and Johnston, 2003). Very often the role of smaller carriers has been marginalized and reduced to providing efficient feeder services to bigger carriers (Chan, 2000; Dana and Vignali, 1999). In addition, flag carriers such as Air Mauritius, Air Seychelles and South African Airways have been unable to shed their historical and political roles to enable them to realize their full potential. The emergence of branding as a corporate tool for service differentiation and positioning has enabled the same flag carriers to be instantly recognized by customers. Consequently, they have no other option than to improve their service levels as it must be recognized that both poor and outstanding service has a strong emotional impact on customers (Wirtz and Johnston, 2003). As a result, the customers develop an attitude toward the organization, its staff and its services, and influence their loyalty levels.

Low service levels among airlines in Africa are partly due to lack of competition among flag carriers. Government support and funding create a false bubble of financial safety for many of them. Restrictive bilateral agreements continue to predominate while the Yamoussoukro declaration, already a decade old, failed to convince many African countries to join the bandwagon of liberalization within regional groupings before being able to negotiate with other groups. Unlike their American, European, and Asian counterparts, African airline companies have yet to realize the potential of deregulation, code-sharing, and sub-contracting (Dana and Vignali, 1999).

These trends have improved service quality for mega carriers elsewhere. Smaller airlines have to work rather than compete with mega carriers. It will promote co-operation across industry frontiers in order to create a new value chain for the customer and hence capture a greater share of the customer’s wallet to be shared among the network members. In such a context, most probably, national policies will have to give way to global policies (Chidambaram, 1999: 9), and service levels, customer loyalty and firm’s profitability is bound to improve as a result. It is only through partnership and networking that the sphere of influence of smaller airlines can be extended in the realm of joint marketing.

One can imagine that this increase in number alone places a tremendous responsibility on the organization vie a vie its relationship with the customer. Since Airline Industry deals with the customer mostly in 'direct contact mode', the latter undoubtedly constitutes the Key Figure. Customers are gradually becoming more sophisticated, more informed and consequently more demanding. Determining whether a product or service is satisfying or dissatisfying to a customer is essentially an evaluation process, which is a continuous one, to enable a firm to be successful, (Thompson, 1998).

A recent study from the University of Michigan indicates that Delta Airlines, United Airlines and AMR Corp's American Airlines ranked among the worst in customers service of all airlines. 20,000 people were asked to rank the customers service during their travels on a scale of 1-100. United Airline received a 56, Delta Airlines receive a 56 and American Airlines received a 60 indicating that service was poor.
Claes Fornell, the researcher from the University of Michigan stated, "The same problems that have pulled airline passenger satisfaction down the past few years; disenchanted employees, increasing fuel costs, bankruptcy, and now also record levels of lost, delayed, and damaged luggage. (Mali, 2007)

According to Luckey “Airline advertisements usually feature a smiling, satisfied customer, normally in a semi-reclined position, enjoying a glass of French champagne. The passenger is pictured gazing over an epicurean delight of some type, nestled on a fine china plate presented on a linen table cover. The reality of an average airline passenger's personal experience is a lot less tasteful (Luckey, 2000). Customer service on the airlines is not what it used to be, primarily due to the growth of the travel industry (Anonymous & Thomas, 2001). Customers constantly complain

about the quality of airline services. Certainly the body of literature in this area is not lacking for media reports of ongoing service failures (Schoenfeld, 2002).

Most organizations are in the double bind of needing to improve services while attempting to keep costs down. The airline industry is a very good example of this dilemma. In the international market, competitors are operating on razor thin margins (if not losses) in an environment where customers are extremely price sensitive. However airlines are also very much a service industry and they are constantly evaluated on their customer responsiveness relative to competitors. Assuming that there are countless new features or services that could be added to their offering, the question arises: How are the airlines going to decide on the most important requirements of a business traveler - larger seats, better food, or more luxurious lounges? (Woodruff & Gardial, 1996).

According to the U.S. Department of Transportation (2001), last year one of every four flights was delayed, cancelled or diverted with impact on 163 million passengers. In a recent poll, 57% of travelers said they think the experience of flying has gotten worse over the past five years (Bryant, 2001). Amenities have been on the decline for years. The events of 9/11 have given airlines the excuse to do away with them further, by justifying these actions as economically necessary in the wake of the tragedy (Schoenfeld, 2002).

Delayed flights, cancellations, mishandled baggage, and poor customer relations lead the list of travelers' complaints (Taylor, 2001). Another source of customer frustration may result from the security screening process. One study indicates that "the implementation of new technologies may exacerbate the incidence of security related errors" (Turney, Bishop, & Fitzgerald, 2004, p. 60). Airline companies are continuing to fight for every possible customer, yet many are not investing in customer service improvement. Continental Airlines is the exception (D'Agostino, 2006).

Hartland and Ferrell (1996) defined front-line airline employees (FLEs) as "typically underpaid, under-trained, overworked, and highly stressed" due to factors such as customer abuse and unreasonableness, and not being able to meet company performance standards and deadlines. FLEs report that working under extreme pressures and living behind a mask of pleasantry while having to take insults and verbal abuse on a daily basis is very stressful. FLEs stated that they have to deal with external factors, like disgruntled customers, and must also learn to deal with internal factors, such as management, and work within the company's guidelines. The FLEs complain of being expected to express positive emotions as they are interacting with customers and act in such a way as to build trust, demonstrate promptness and reliability, and give a sense of personal attention to each passenger (Hochschild, 1983).

Research Methodology:

The goal of this study was to examine the satisfaction level of Pakistan International Airline’s customers with its customer services. In order to check the customer satisfaction, questionnaire was designed with options strongly agree, agree, neutral disagree, and strongly disagree. Questionnaire contains thirty questions and so is the sample size i-e, 30. Data is collected from Shaheen International Airport Rawalpindi and Customer reviews online sourcing. It was solved by those people who have experienced flight on PIA. Some were solved from those who traveled by PIA as well as some other airline. It was not a gender biased study and included all age groups of people from Pakistan and as well as from foreign countries.

Besides making questionnaire filled, the customers were asked to tell us if why he choosed a certain option. And consumer was also asked to add his/her comments and suggestions at the end of questionnaire.

Primary Data Results (Diagrams):

1. Is the in-flight staff treats you pleasantly?

2. Is the appearance of cabinet seems comfortable and attractive to you?

3. Is the check-in staff cooperative to the passenger (in term of guidance)?

4. Is PIA is cheaper in terms of fares than other airlines?

5. Are the seats comfortable?

6. Are you satisfied with lounge facilities of PIA?

7. Is the quality and quantity of food enough?

8. Are you satisfied with the cleanliness of plane?

9. Do you agree that the timing of arrival and departure is strictly followed?

10. Do you reach your destination on time?

11. Whenever there is delay in flight do PIA staff informs you on time?

12. If your luggage got misplaced or lost, do you get it back?

13. Is there any need for bus service?

14. Is there any difference between national and international services for the passengers?

15. Have they provided all facilities to make you feel secure?

16. Do they provide any special package for disable persons?

17. Are there any medical facilities on plane?

18. Is the entertainment stuff given on flight enough?

19. Do they provide playing items to the children?

20. In case of emergencies, do they help in arranging a timely reservation for the seats?

21. Do they allow you a good capacity to take the luggage with you?

22. Do they offer any special discount or packages to a certain group of people like student package, Govt employees and to armed officers?

23. Do you find any difficulty in seat reservation?

24. Do they give you guides and reservation information on telephone help lines?

25. Do PIA provide an online facility for reservation of seats, flight timings, and other necessary information?

26. Do they provide you facility to use credit cards and other credit term papers to reserve an in time seat?

27. Is there any need to improve services of PIA?
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28. Do you prefer PIA on other airlines?

29. Is the landing and take-off, smoother than any other airline?

Primary Data Analysis:

1. In-Flight Staff:

In the survey 5 people were strongly agree that the staff of PIA were pleasant. 16 were agreed, 6 persons were neutral, and 3 disagree while no one strongly disagree. This means that although their staff is pleasant and most of the people are satisfied but still there is need to improvement so that the people who are unsatisfied, be satisfied with them.

2. Appearance Of Cabinet:

7 respondents were strongly agreed when they were asked about that whether the appearance of cabinet was comfortable? 13 agreed 9 neutral and one person disagreed. No one was strongly disagreed. Here we can see that their cabinet appearance is quite good because mostly people are satisfied and the people who are mentioned as "neutral" are the persons who don’t have any idea about the appearance of cabinet.

3. Check in-Staff:

11 persons were strongly agreed that their check in staff is co operative, 13 agreed, 5 neutral and one was disagreed while no one was strongly disagreed. So it can be concluded that there check in staff is good as mostly respondents are agreed but there is a need to improve so no one would remain disagreed with this point

4. Lower Fares:

4 respondents were strongly agreed that their fares are cheaper, 4 agreed 10 neutral and 10 disagreed while 2 were strongly disagreed. Here mostly people are disagreed with their cheaper prices. One reason could be that they have no any special competitor, so increasing their prices. Or by increasing their facilities they are charging more and more.

5. Comfort ability Of Seats:

13 respondents were strongly agreed with comfortability of seats, 11 agreed and 6 neutral while no one was disagreed or strongly disagreed. As here as mostly people showed positive response about comfortability of seats so it is their positive point.

6. Lounge Facilities:

4 persons were strongly agreed that they are satisfied with the lounge facilities of PIA, 21 agreed, 5 neutral while 9 were strongly disagreed. It can be concluded that there are many people who are not satisfied with the lounge facilities so PIA need improvement in this area.

7. Quality and Quantity of Food:

5 respondents were strongly agreed with the good quality and quantity of food, 12 agreed, 7 neutral and 6 were disagreed. No one was strongly disagreed. Although here mostly respondents are satisfied with the food quality but still there are many who are not satisfied may be due to regional and geographical differences.

8. Cleanliness:

16 persons were strongly agreed that they are satisfied with the cleanliness of plane. 10 agreed 3 neutral and one was disagreed. Here also mostly passengers are satisfied but PIA should take into account those people who are neutral or disagreed.

9. Timings:

8 persons were strongly agreed that their departure and arrival timing are strictly followed, 10 agreed, 9 neutral, 2 disagreed while one was strongly disagreed. It means that they are following their correct timings and there is a bit problem with some persons about the timings.

10. Arrival Timings:

One person was strongly agreed that they reach destination in time, 22 agreed, 2 neutral, 5 disagreed while 2 were strongly agreed which shows that as their departure and arrival timings are quite correct so the arrival at destination is also satisfactory for their customers.

11. Information Services Of PIA:

Only 2 persons were strongly agreed that they inform about the delay in flight on time while 13 agreed, 2 neutral, 11 disagreed and 2 were strongly disagreed. So here it can be concluded that they have to improve themselves in this area as many of the respondents are not satisfied with their information service.

12. Security of Baggage:

One respondent was strongly agreed that lost baggage can get back, 14 agreed, 3 neutral, 11 disagreed while one was strongly disagreed. It can be concluded that their baggage security is quite satisfactory but not to the full extent. May be their staff is not enough active or strength of security staff is not suitable.

13. Need For Buss Service:

2 persons were strongly agreed that there is a strong need for bus service of PIA, 11 agreed, 8 neutral, 9 disagreed while no one was strongly disagreed. Here mostly respondents are in the favor of bus service of PIA so they should take into account this problem.

14. Difference Between National And International Services:

4 respondents were strongly agreed that there is a difference between national and international service of PIA, 10 agreed, 14 neutral, 2 disagreed and no one was strongly disagreed. As here mostly people are agreed it means that their staff behaves differently with domestic and international passengers. Their facilities are different mainly due to the reason that international passengers are paying high prices. Also after 9/11 as many international passengers are not in the favor of Pakistani companies and they prefer other companies so PIA is giving better facilities to them to attract them

15. Security:

11 persons are strongly agreed that they have good security measures, 13 agreed, 5 neutral, 2 disagreed and no one was strongly disagreed. Here it can be concluded that their security measures are satisfactory as most of the respondents showed positive response.

16. Special Package For Disable Person:

8 persons were strongly agreed that PIA is providing special packages for disabled persons, 9 agreed, 13 neutral while no one was disagreed or strongly disagreed. It means that they are providing special packages mainly to improve the quality of their customer service. And they should give information to neutral persons.

17. Medical Facilities:

13 persons were strongly agreed that there are special medical facilities inside the plane for passengers, 13 agreed, and 3 neutral and one was disagreed. So it can be concluded that their customers are quite satisfactory with the in flight medical facilities.

18. Entertainment:

6 persons are strongly agreed that PIA provide enough entertainment on flight, 19 agreed 4 neutral and one was disagreed. Here although many persons are satisfied but still those who are neutral are to some extent means that they are not as satisfied as they should. So PIA must pay attention to the choice of every kind of customers.

19. Entertainment For Children:

3 respondents are strongly agreed that PIA provide enough entertainment for children like playing toys, 11 agreed, 6 neutral, 8 disagreed while 2 were strongly disagree. So here data shows that entertainment stuff for children is not as satisfactory as it should be as many respondents are not satisfied.

20. Reservation of Seat In emergency:

16 persons were strongly agreed that they reserves seats in emergencies, 10 agreed, 4 neutral while no one was disagreed. So here it can be seen that their emergency reservation seats service is satisfactory for their passengers.

21. Capacity of luggage:

6 are strongly agreed that they provide enough capacity for luggage, 4 agreed, 5 neutral, 11 disagreed while 4 were strongly disagreed. As here many respondents are not satisfied with the luggage capacity so there is a need to improve in this area as well and they must provide enough capacity for luggage if they want to improve their customer service.

22. Discount package For special groups:

One was strongly agreed that PIA provide special discount package for special group like students government employees and armed officers while 10 were agreed, 16 neutral, 2 disagreed and one was strongly disagreed. This data shows that they don’t have enough packages for the special groups and if they have. Then people are not as much aware of them as they should be as it can be seen that 16 respondents were neutral.

23. Special facilities for business class:

9 people showed positive response when they were asked about the special facilities for business class in PIA, 9 were agreed, 10 neutral while 2 were disagreed. It shows the same results that although they have some packages for business class as well but many people are not agreed with it.

24. Difficulty in seat reservation:

3 people were strongly agreed that they found difficulty in seat reservation, 9 agreed, and 14 neutral while 4 were disagreed. So here it can be seen that they need improvement in this area because many respondents are not satisfied and many are neutral as well.

25. Information through phone:

4 respondents were strongly agreed that PIA provide information about seat reservation on phone, 16 agreed. 9 neutral and one was disagreed. It means that their helpline service is quite good as many are satisfied those who are disagreed have some complaints about their helpline service.

26. Online information:

No one was strongly agreed that they give online information about sear reservation, 22 agreed and 8 were neutral. No one was disagreed which shows that although they are providing the online service but they should inform the neutral people as well.

27: Credit card facility:

One was strongly agreed that they have the credit card facility to reserve seats, 15 agreed, 8 neutral. 4 disagreed while 2 were strongly disagreed. Here it can be concluded their credit card facility is not as satisfactory as it should be as many are disagreed, and neutral so they don’t have any special performance in this area.

28. Need to improve the services of pia:

5 persons were strongly agreed that PIA have to improve their services, 12 agreed, 7 neutral and 6 were disagreed while no one was strongly disagreed. This data shows that there is a need to improve this service many people are in the favor of this improvement which shows that they are not as much satisfied with the services of PIA.

29: Preference of customers about PIA:

5 were strongly agreed that they will prefer PIA on other airlines, 16 agreed, 6 neutral and 6 were disagreed. No one was strongly disagreed. So it can be concluded that as their customers are not as much satisfied with their services and they want improvements many are not in the favor of preferring PIA on other airlines. This opinion can be changed if they will improve their customer service.

30. Landing and take-off of PIA:

3 persons were strongly agreed that landing and take off of PIA is smoother than other planes, 11 agreed, 6 neutral, 8 disagreed while 2 were strongly disagreed. It can be seen here that landing and take off of PIA is not better than other companies as only few are satisfied while rest of the people are disagreed or strongly disagreed with their smooth landing and take off service.

Recommendations and Suggestions:

1. SEATS COMFORTABILITY:

The main objection shown by the passengers is that their seats are not comfortable.
Management view: • PIA should improve the quality of seats. • It should provide enough space to the customers so that they leave the plane happily and without fatigue. • Chairs for Special people and infants should be introduced.

2. FOOD QUALITY:

The next step they had to follow is related to the food. The following measures could be taken:
Management view: • It should be dietary and religious that is, the person who belongs to other religions should be given a choice. • There is a limited menu choice in their service so the wide range of menu choice should be given to passengers. • The food should be of high quality, food should be enough. • There should be distinction on food serving with the national and international flights.

3. INSIDE EQUIPMENTS:

Another problem which was found during survey was that the equipments inside the plane are not up–to-date for example sometimes the foam padding on the air phone of the headsets are missing, also there is lack of proper cutlery, hot and cold towels are sometimes missing.
Management view:
Every organization needs to be up to date. Organizations should be technically equipped. It should meet the global standards. • As the fares of PIA have become high, the customers want that everything should be of high class. • They should provide their customers every necessary item that they want. If there is something pending they should repair it before the flight take off.

4. IN-FLIGHT ENTERTAINMENT:

Customers are not satisfied with the in-flight entertainment. Most of the respondents showed the same response that they got bored during their travel on PIA, so they should improve their entertainment quality.

Management view: • Entertainment should be suitable for all kind of passengers including every age and gender.

• There should be some special programs and articles on TV and in magazine for women and children as well for example beauty tips, recipes and dramas for women. • sports material for men • Cartoons, toys and games ( puzzle) for children. • One of their passenger complained that there is no PTV screen. So we can see that every person has different taste, language and requirements. • One very interesting thing is that PIA provides an “HUMSAFAR” magazine which truly reflects culture of Pakistan. So PIA should take into account the needs of everyone. Providing interesting stuff to the customers will be an alluring experience for them.

5. CLEANLINESS:

Another problem is their cleanliness. Many passengers claimed that it was not good enough so PIA should pay attention at this side as it as the basic problem of PIA.
Management View: • As PIA is an airline of Muslim country it should follow the basic principle of cleanliness.

6. CABIN CREW OF PIA:

There is another need to trained their staff, the following measures could be taken:
Management view: • Staff should be active and pleasant. • Also their hostesses should learn English. • There should be some special English learning courses for them so they can better communicate with international passengers. • As PIA has training programmes for its employees, it should make full use of it and train their staff in order to avoid customer complaints. • The employees/cabin crew is trained to perform their duty with patience/politely so as to keep their mood pleasant before and during the flight.

7. SAFETY MEASURES:

One of the complains shown by their passenger was that they are not aware of the safety measures. Passengers can use their cell phone during travel which is against the safety precautions so it should not be allowed and staff should forbid them and safety measures should be taken into account.
Management view:
Flight delay is a common problem. It may be caused due to bad weather and security problem/concerns. • There should be some precautionary measures given to the passengers in order to avoid rush during any kind of problem.

8. CHECK I N STAFF:

Although there check in staff is good but still there is a need to improvement. One passenger complained that they are not aware of the changes in PIA baggage allowances.
Management view: • PIA should adopt such a strategy in which they can update their employees so that they can handle everything correctly and so that there will be no misunderstanding between the staff and the passengers.

9. TICKETING AND RESERVATION:

One thing they need to improve is there ticketing and reservation strategy. Sometimes they reserve the seats through mail and phones but at the main time they cancel it. Sometimes they cancel their flights but don’t inform their passengers.
Management view: • In order to retain customers PIA have to eliminate the behavior of cancellation without informing and should update their customers. • The reservation through telephone, online reservation and via credit cards should be updated.

10. MEDICAL FACILITIES:

Medical facilities should be improved:
Management view: • There should be medical facilities in PIA, so that if any passenger has any problem during travel, he\ she will be given proper treatment on time. • There should be a dispensary in order to avoid emergency case. • There should be a qualified doctor and/or trained person if doctor is not available.

11. SPECIAL OFFERS FOR REGULAR CUSTOMERS:

Special packages should be introduced to create more customer value: Management view: • There should be some special packages for their regular customers for example discounts on Hajj and Umerah, excess baggage voucher etc. • Special offers and discounts should also be given to disabled people, government employees , retired armed officers and students, in this way they will attract more customers and also their existing customers will remain loyal with them. • Students should be given some special discounts. • For loyal customers there should be customer loyalty cards or membership of PIA in which they could enjoy the offers of PIA.

12. CORRECT TIMINGS:

There is a great need for PIA to improve their timings, as most of the passengers showed negative response when they were asked about the timings as their departure

and arrival timings are not correct. So they have to improve their punctuality if they want to improve the quality of their customer services.

Management view: • Although timings are announced from time to time yet they should up date the time board.

13. BAGGAGE HANDLING:
Baggage handling was criticized by the passengers as they were claiming that PIA staff does not carry the baggage carefully. If it’s misplaced they don’t take the responsibility. The kilograms of baggage should be increased.

Management view: • It is a rare case that baggage is misplaced but if certain situation occurs the do take the responsibility. • Also the cases of damages caused by the luggage handling are rare. • Some times baggage gets lost and you can never get it back once lost.

Word Count: 3700

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Appendices:
PIA
Questionnaire

Qualification: _________
Age: ________________
Gender: ______________

1. Is the in-flight staff treats you pleasantly? a) Strongly Agree b) Agree c) Neutral d) Disagree e) Strongly Disagree

2. Is the appearance of cabinet seems comfortable and attractive to you? a) Strongly Agree b) Agree c) Neutral d) Disagree e) Strongly Disagree

3. Is the check-in staff cooperative to the passenger (in term of guidance)? a) Strongly Agree b) Agree c) Neutral d) Disagree e) Strongly Disagree

4. Is PIA is cheaper in terms of fares than other airlines? a) Strongly Agree b) Agree c) Neutral d) Disagree e) Strongly Disagree

5. Are the seats comfortable? a) Strongly Agree b) Agree c) Neutral d) Disagree e) Strongly Disagree

6. Are you satisfied with lounge facilities of PIA? a) Strongly Agree b) Agree c) Neutral d) Disagree e) Strongly Disagree

7. Is the quality and quantity of food enough? a) Strongly Agree b) Agree c) Neutral d) Disagree e) Strongly Disagree

8. Are you satisfied with the cleanliness of plane? a) Strongly Agree b) Agree c) Neutral d) Disagree e) Strongly Disagree

9. Do you agree that the timing of arrival and departure is strictly followed? a) Strongly Agree b) Agree c) Neutral d) Disagree e) Strongly Disagree

10. Do you reach your destination on time? a) Strongly Agree b) Agree c) Neutral d) Disagree e) Strongly Disagree

11. Whenever there is delay in flight do PIA staff informs you on time? a) Strongly Agree b) Agree c) Neutral d) Disagree e) Strongly Disagree

12. If your luggage got misplaced or lost, do you get it back? a) Strongly Agree b) Agree c) Neutral d) Disagree e) Strongly Disagree

13. Is there any need for bus service? a) Strongly Agree b) Agree c) Neutral d) Disagree e) Strongly Disagree

14. Is there any difference between national and international services for the passengers? a) Strongly Agree b) Agree c) Neutral d) Disagree e) Strongly Disagree

15. Have they provided all facilities to make you feel secure? a) Strongly Agree b) Agree c) Neutral d) Disagree e) Strongly Disagree

16. Do they provide any special package for disable persons? a) Strongly Agree b) Agree c) Neutral d) Disagree e) Strongly Disagree

17. Are there any medical facilities on plane? a) Strongly Agree b) Agree c) Neutral d) Disagree e) Strongly Disagree

18. Is the entertainment stuff given on flight enough? a) Strongly Agree b) Agree c) Neutral d) Disagree e) Strongly Disagree

19. Do they provide playing items to the children? a) Strongly Agree b) Agree c) Neutral d) Disagree e) Strongly Disagree

20. In case of emergencies, do they help in arranging a timely reservation for the seats? a) Strongly Agree b) Agree c) Neutral d) Disagree e) Strongly Disagree

21. Do they allow you a good capacity to take the luggage with you? a) Strongly Agree b) Agree c) Neutral d) Disagree e) Strongly Disagree

22. Do they offer any special discount or packages to a certain group of people like student package, Govt employees and to armed officers? a) Strongly Agree b) Agree c) Neutral d) Disagree e) Strongly Disagree

23. Do you find any difficulty in seat reservation? a) Strongly Agree b) Agree c) Neutral d) Disagree e) Strongly Disagree

24. Do they give you guides and reservation information on telephone help lines? a) Strongly Agree b) Agree c) Neutral d) Disagree e) Strongly Disagree

25. Do PIA provide an online facility for reservation of seats, flight timings, and other necessary information? a) Strongly Agree b) Agree c) Neutral d) Disagree e) Strongly Disagree

26. Do they provide you facility to use credit cards and other credit term papers to reserve an in time seat? a) Strongly Agree b) Agree c) Neutral d) Disagree e) Strongly Disagree

27. Is there any need to improve services of PIA? a) Strongly Agree b) Agree c) Neutral d) Disagree e) Strongly Disagree

28. Do you prefer PIA on other airlines? a) Strongly Agree b) Agree c) Neutral d) Disagree e) Strongly Disagree

29. Is the landing and take-off, smoother than any other airline? a) Strongly Agree b) Agree c) Neutral d) Disagree e) Strongly Disagree
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30. What improvement you want to see in PIA’s in-flight and Ground customer services?