Course Code: MKT 431

Course Name: Service marketing

Section Number: 01
Semester: Summer 2017
Assignment Details: Report of US Bangla Airlines
Submission Date: 18 July, 2017

Submitted to:

Dr. Mohammed Tareque Aziz

Associate Professor, BRAC Business School

Submitted By:

Name ID:
Nushrat Jahan 12204100
Ashik Iqbal Chowdhury 12304031
Saadman Ahmed 13104051
Ahsan Habib Anoy 13104110
Md. Mahedi Ahamed 13104120
Hamid Rahman Sammya 13104131
Tangith Tara Dipa 13104201
Faisal Karim Akib 13304001
Imrul Kayes 13304104
Introduction
US-Bangla Airlines is one of the leading carrier‟s in Bangladesh. It is a project initiative under the
US-Bangla group; one of the leading conglomerates in this country. US-Bangla flew it‟s in augural
flight in 17th July, 2014 with the motto “Fly Fast Fly Safe”. Since then, it has been setting high
standards in terms of reliability and flying comfort, and on-time performance in comparison to its
other competitors. They started their journey with domestic flights; however, they made a statement
by entering the international airspace on 15 May 2016 through its operation in Kathmandu, Nepal.
“Our vision is to be the most preferred airline of Asia offering a dependable, utmost safe and
ultimate comfortable service. We aim for absolute excellence in each and every aspect of our
operation, achieved with honest dedication18 July, 2017) US- BANGLA airlines for the future hope
to expand its services internationally, providing excellent experiences for its consumers and setting
standards of safety and comfort. As for recognition it won “The Best Domestic Airlines” for the
years 2014 & 2015 by Bangladesh Travelers Forum. To add to that, they have transported almost
50% of the total domestic market share.

1|Page
Gap model
Gap model is used to determine about the perception and the expectation score of a service
industry, it is mainly used to know if the customers are getting the promised service and if not where
the service is lacking, and what is the expectation score of the customer for that service. It is very
important in a service industry to know the feedback of the customer.

We have conducted research with almost 20 variables to determine the perception and the
expectation score of U.S Bangla Airlines. We have obtained the score of the perception and the
expectation than we have calculated the gap between them.

The gap among the perceived and expected service was not satisfying according to the survey that
we did. Almost all the variables did not match with the expected score which leads to the gap. From
the survey we have found that there are 5 variables that have the higher GAP than the other
variables. Those are: Seat quality, Food Service, Wi-Fi Facilities, lost and found service and
promptness in problem solving. From those 5 the highest score for Gap was for the seat quality.
The lowest score was -1, which was for the ticket cancellation policy, they seems to provide
customer a great service in that service. Moreover from the survey, we have found out that U.S
Bangla is provides the best reasonable price in the domestic and international flights compared to
other domestic airlines. That is why they have got a positive score in the pricing. The average Gap
score for the U.S Bangla Airlines is -18.36, which is not very satisfactory, in order to recover this
Gap they may need to set priorities in the service Gap and improve them which are more necessary.

2|Page
Detailed Explanation of the Variables:

Pricing

Expectation score: 94
Perception score: 99
GAP: 5

From the survey we have found that the price that US Bangla charge are comparatively less than
most of the airline that the respondents used to fly. In domestic market significance proportion of
the passengers prefers low cost carries. They offers the low price as they follow the strategy like
AirAsia, they depart the flight after confirming all the seats are booked, this is how they are able to
reduce the price to a standardize price. Compared to that US-Bangla is giving that service is an
efficient way as they don‟t wait for fulfilling the plain with passengers and then deport the plain.
This might be the reason why US-Bangla airline is having a positive GAP in this factor.

Pick and drop service

Expectation score: 125

Perception score: 105
GAP: -20

According to the survey there is a negative GAP in the Pick and drop survey, the reason behind the
gap is most of the consumers are expected to get the service from US Bangla, but pick and drop
service are offered from only the business class people and sometimes it is seen that the people that
book flight from the agent‟s the passengers are not exposed to such kind of services that US Bangla
is providing, that is why a gap exists in this area, this is what we have found out from interviewing
Mr.Imran Asif, CEO of US Bangla. Moreover there are business people who have flown with the
airline they don‟t want to avail the service that as US Bangla pick and drop service arrives 3 hour
before the departure which is not convenient to the business class people. As the service only
offered for the business class people it is seen that most of the business people have their own
transportation system, which is why they are not willing to take the service that the US Bangla is
providing. This is the reason that there is a negative GAP in this factor.

3|Page
Food service

Expectation score: 125

Perception score: 90
GAP: -35

US Bangla has their own catering for the food that they provide. Most of time it is seen that in
domestic flight the food service that they offer is not consumed by the customer in the morning
flight as they mostly prefers to have food from home in the morning flight. The longest domestic
flight consists of 50 minutes on an average excluding onboarding and departure. The GAP exists
because they are more likely to have their own choice of food rather than the food that the US
Bangla is providing which may not possible for the US Bangla because if they look individually to all
the customer as it would be very time consuming and costly. CEO of US Bangla Told us that the
food service will not be change for the domestic flight as they are already providing the best food
compared to other airline industries in domestics flights.

Service of employees

Expectation score: 120

Perception score: 110
GAP: -10

From the Survey can see that there is a small amount of the gap in the service of the employees of
US Bangla. When we conducted the interview with Mr.Imran Asif, CSE of US Bangla we found out
that they interact with the customer 3 times these are: sales person, security service when
onboarding to the flight and lastly the cabin crew member and in those interacting or encounter
points they try their level best to give the best service to a customer. But as we did the survey the
expectation score was almost up to standard and the perception was also close to the perceived
score that the customer gave to this particular service.

4|Page
Seat quality

Expectation score: 124

Perception score: 87
GAP: -37

In airlines industry seat quality is defined by its width and pitch. In domestic flight they have Dash 8
Q-400 which has 76 seats onboard. Most of the time it is seen that people travelling through the US
Bangla expect much bigger width in the seat for domestic flights which may result more costly flight
for the customers. Even though they are currently offering much wider seats than the competitors
also a reasonable price than the other available airlines it should be overlooked by the customers.
The gap may exists as customers wants more comfortable seats in the US Bangla is currently
providing, but the fact is it may not be possible for the US Bangla to give more wider seat for such a
short trip.

Space in legroom’s

Expectation score: 112

Perception score: 83
GAP: -29

According to the survey model we have found that the customers are not satisfied with the
legroom‟s that US Bangla is providing. A reason for that might be the expectation of the customer is
too high and according to the price they are not satisfied with the legroom‟s that they are offered.

Timing

Expectation score: 117

Perception score: 110
GAP: -7

The perception and the expectation score that we got from the Survey show there is a very little gap
which is almost -7%, Which is very less in case we consider with the other available variables. US-
Bangla claims to maintain 98.7% responsiveness in departure. The negative gap may exist as US
Bangla sometimes need to be depart from the airport because of some security issues, for example
few days back it was departing flight 1 hour late as the president of Sri lanka came to Bangladesh

5|Page
and was flying back to their country, for this reason all other flights were delayed almost 1hour.
Proper explanation was not made to the customer, so this might be the reason why US-Bangla has
negative score in this variable.

Physical service

Expectation score: 112

Perception score: 103
GAP: -9

Physical service for an airplane is includes website, seat quality, interior design, cleanness and other
things. The survey results shows a negative gap in this area as some people were not satisfied with
those services, the total gap exists of -9 percent. According to Mr. Imran Asif CEO of US-Bangla he
said most of the surveyed people might be giving score to this survey after having one or two flight
of US-Bangla or some other airlines, but if we could manage participant who have flown almost to
all airline in domestics flight this GAP score would have dramatically decreased as they are currently
offering the best service among the domestics airlines.

E-booking service

Expectation score: 131

Perception score: 115
GAP: -16

According to the survey findings there were a huge response the expectation score and the
perception score was also close to expectation score. The gap exists as many people don‟t find it
useful when book their flights through online as there are chances of miss book flights. Moreover in
their websites they have the option to pay for the tickets via online debit or credit card, but for
security reason people are not likely to go through those procedures because of that risk rather than
they like to go the agents and book flight This is the reason that there is a 16% gap from the
expectation and perception score.

6|Page
Baggage handling

Expectation score: 109

Perception score: 102
GAP: -7

Baggage handling is a very concern part and process for the airlines industry; it could also be
identified as a challenge for the domestic connecting flight of US-Bangla. The process that includes
baggage handelling in the Dhaka airport is a critical one. From the interview of Imran asif we found
out that, they always tries to ensure all the bags that are in the connecting flight are placed within the
windows time. Sometimes there seems to have mistakenly could not place the baggage in the
connecting flight that is why they there is a negative GAP score of 7%.

Wi-Fi facility

Expectation score: 118

Perception score: 83
GAP: -35

Wi-Fi facility is an important GAP that we got to know from the survey as this one also consists of
one of the highest negative GAP. The challenge they are facing is the airport is a huge area and there
are only 2 ISP providers in that area. Almost all the operator is using the same bandwidth network.
In the waiting room there is a less chance the network will give a good coverage as the coverage and
the speed in not enough. This is the reason why there is a huge negative score of 35% in this area.

Clean and well decorated

Expectation score: 121

Perception score: 100
GAP: -21

According to the survey we gave found out that overall rating for the cleanness and well decorated
has been rated as negative. Aviation Company provides the cleaning service to the airlines. They
provides the exterior washing and lavatory and water services to the airlines industry, the gap exits as
there are joint services which may not be up to date as the customer expected this could be one
reason why this GAP is existing in for this particular segment.

7|Page
Tour package

Expectation score: 116

Perception score: 99
GAP: -17

US-Bangla provides tour packages such as they arranges the hotel or sometimes gives discount‟s on
their arrival and departure tickets, in this factor there‟s seems to have a negative score as well as the
tour packages are not exposed to the customer while they are booking ticket from their agents from
the local store, CEO of US-Bangla said the same thing regarding this factor. Sometimes they offer
different packages to its customers but as they book the ticket from the agent they are sometimes
unexposed to this information which is the reason why there is a negative score in this variable.

Ticket cancellation

Expectation score: 106

Perception score: 105
GAP: -1

According to the survey and the interview of US-Bangla they try to provide a best way possible to
avoid the complexity in ticket cancellation policy. They try to handle this by their strategy such as
they fine a little amount if the ticket is canceled on the day of the departure, they fine basis on the
timing of depending on the cancelation period of the ticket. In this factor US-Bangla tries to provide
as much as they can to ensure the satisfaction level of the customers. That is the reason why there is
a less GAP score in this segment of US-Bangla.

Security service

Expectation score: 117

Perception score: 99
GAP: -18

Security service is one the touch point for an airlines industry where the people interact with the US-
Bangla indirectly. In the airport when entering people have to go through the security staff. Those
staff is commonly in charge for all the airlines. Internal security service in given by the security team
while deport in the plain. They are very friendly and the promt in their services. According to the

8|Page
CEO of US-Bangla this is one of that variable that US-Bangla sometimes they take the pride for.
The negative GAP may exists as people have to go through hassle when they the security in the
entrance. They gave perceived score to the overall security such as while entering into the airport, so
this could be the reason why there is a negative GAP in this factor.

Lost and found service

Expectation score: 130

Perception score: 97
GAP: -33

Lost and found service of US-Bangla is very prompt in this segment; still there is a negative score in
this service. First of all, Mr. Imran Asif said that the people that are travelling with the US-Bangla
are less likely to fall under this scenario as they are very responsive to the baggage handling and the
lost and found service if they are identical, if there are something that are not identical and the
people who lost their valuables they tries to keep that valuables to themselves. The problem is less
people are likely to know about that, US-Bangla is providing the services of lost and found. This
might be a reason why there is a negative score in this service.

Features and design

Expectation score: 118

Perception score: 99
GAP: -19

Features and designs are the thing customer overlooks from a service, according to the survey
people did not find out the design and the features up to standards. Again this is a factor that is
overlooked by the US-Bangla in in almost every expects from their existing competitors. Different
people have different combination it is hard to measure an standard design and the feature that are
accepted by the people this might be the reason why US-Bangla have negative GAP score in factor.

9|Page
Communication

Expectation score: 101

Perception score: 97
GAP: -4

US-Bangla doesn‟t communicate with its customer with Bill-Boards as this is not a proper way to
reach the customer according to the CEO or US-Bangla have information of the existing customer
those who flown with them and the try to interact with them by their Email or phone number.
sometimes they offers loyalty program to its different customer through SMS marketing, and
sometime through a third party organization such as Grameenhone premium star can avail discount
at US-Bangla airline while purchasing ticket this is how the prefers to communicate with its
customers. The negative Score in this factor could be the reason as people are sometimes unaware
of those deals that they provide or they are not able to communicate with the people successfully to
its customers.

Loyal customer deal

Expectation score: 126

Perception score: 99
GAP: -27

US-Bangla has a loyalty program to its customer, they introduced “Sky Star” program for the
frequent flyers of them. Which track the millage that they flown. After certain amount of millage
they could avail discount in the ticket price or sometimes they could get other offers. They also
provides deal to its all the customer which help to gain or build customer relationship, again this is a
factor which has to be exposed to the customers, as people sometimes find it convenient to book
the flight from the agents they prefer to call them and book a flight and they also does that but as
they have to handle other things they are sometimes fails to expose those offer to a customer. This
might be the reason why there is a negative score in this segment.

10 | P a g e
Reliability

Expectation score: 116

Perception score: 103
GAP: -13

Reliable in term of service consists of many things such as security, behavior, operations, ticket
policy etc. if we look at the variables individually we can see that some of them are described in the
previous with detailed information. The total GAP in this segment in negative 13%. The GAP may
exist as some of the customer does not find US-Bangla as reliable enough as they are not satisfied
with the variables that includes in the reliability. This might be the reason for the existence for the
gap and the perception.

Problem solving

Expectation score: 126

Perception score: 91
GAP: -35

Problem solving refers to a problem how prompt they are when it comes to solve the problem that
is rising. Most of the customer expects as a customer that they will be the first priority of the US-
Bangla as they are their customer. But situation may arise when the authorities will not have the
power to solve the problem instantly. For example; few days back the president of Sri Lanka was
flying back from Bangladesh and for the security reason all the flight were delayed for almost half an
hour. This might be the reason why the gap of problem solving exists.

11 | P a g e
Consumer Behavior

Consumer behavior is the activity or behavior showed by the consumers while buying or
disposing product or service. Understanding consumer behavior is very important for any
organization especially for service industry like US Bangla. If the company fails to understand
the consumer’s needs and analyze their behavior, it will face loses (Solomon 2007). The
behavior of taking service of the users of US Bangla can be influenced by different factors.

Search Quality: Search qualities are the qualities which can be easily represent by the brand
itself. Customer can quickly evaluate and comment on the service before experiencing the
service. However, many experts say theorybiz.com that airlines schedule can be evaluated before
a purchase is made. US Bangla Airlines claim that they provide maximum service information in
their website. Any customer can easily find out the flight schedule, ticket fair, flight schedule,
contact information, fare chart of US Bangla from their website. Besides, US Bangla itself
claims that they ensure the departure of 98.7% flight on time. Nevertheless, we found from
different records that most of the customers are not happy enough with the information they get
on the website because the ticket fairs, transit or flight delay times cannot be accurate. According
to trading travel there are 73.15% flight can reach on time in 2015 in US Airways. Besides, there
are lots of hidden costs which are not showed in the website properly. Therefore, airlines
services are the services you cannot comment or evaluate properly before experiencing the
service.

Experience Quality: Here service can be evaluated after the purchase. In our findings we got to
know that maximum consumers cannot make proper comment and judgment about the service of
US Bangla Airlines service before experiencing it. There are many issues like flight delay, transit
times, ticket fair with vat and tax etc. cannot be measured exactly before experiencing the flight
because these are not accurately given in the website, and especially the flight time and transit
can be changed over time based on weather condition. Hence it falls under experience quality
where consumers evaluate and comment only after taking the service.

Credence Quality: Actually it’s the property of consumers which cannot be evaluated just after
consumption or purchase. Here, consumers can easily comment about the service of US Bangla
Airlines just after taking the service. They do not have to wait years after years for making

12 | P a g e
comment about the service. Furthermore, people can comment on the positive or negative
reputation about US Bangla Airlines after taking service from many years. For example US
Bangla Airlines has the sky star program for the frequent flyers. Here the loyal customers of US
Bangla Airlines, who has been using their service frequently over times, can get this discount
offer and can evaluate this offer and comment on it.

Maslow’s Hierarchy

There are two types of customers of US Bangla Airlines, one is B2B and the other one is B2C.
There are different large and middle companies or organizations or shooting industry that have
various programs or meeting in different districts in Bangladesh and to attend those programs
they have to fly these areas on regular basis. Besides there are different travel agencies who sell
air tickets to their customers regularly. They are the B2B customers of US Bangla Airlines. For
them traveling through US Bangla airlines can be basic need. They fly to different districts
through airlines to attend their meetings timely. Therefore, this need falls under safety and
security need. On the other hand there are people who fly through airlines for their personal
purpose. They are the B2C customers of US Bangla Airlines. To them flying through plane can
be love and belonging need or ego need. For example:- My friend Nasif visits to his hometown
in every semester break by air and more or less all his friends travel to their hometown by air as
well, here travelling by air can be a social need to Nasif because all of his friends and relatives
travel this way. He may find travelling air is the past of his society through which he can get the
feel of love and belongingness of his society. One the other hand a person who do not always
travel through air but sometimes try to travel different areas by air, to him traveling through air
can be a need of ego need or esteem need.

Information Search

Personal and Non-Personal Sources:

Personal and non-personal source: Consumers collect information from various personal and
non-personal sources. Personal sources of information are friends, family or experts and non-
personal are website or advertisement. Non-personal sources that mean advertisement can
communicate little about experience qualities like airlines service. People rely most on personal
information in terms of this type of service.

13 | P a g e
Perceived Risk: Generally more risks appear to be involved in terms of purchasing service
rather than product because services are intangible and usually sold without guarantee or
warrantee because a dissatisfied service taker can rarely return the service he has consumed. In
terms of airlines service like US Bangla, people mainly measure risk by analyzing the previous
history and mostly depend on the reputation of the company.

Evaluation of the service: People usually evaluate US Bangla with the other airlines service like
NOVO Air or Biman Bangladesh Airlines or other airlines.. Considering the three evaluator,
Passengers / Customer can differentiate the service by their experience. For example: in US
Bangla the size of leg pitch is 31 inch which is more specious compare to the other airlines
services. Again in most airlines there is only one door to get in and out to the plane, while there
are two doors in the plane of US Bangla for the convenience of passengers. On time departure
and arrival, inflight service and customer friendly relationship makes the service as a first choice
among the other market competitor. However, often delay service, unfair fair plan and
technological challenge sometimes make the business challenging. Besides, they can evaluate
and make comment based on different offers or rewards. For example US Bangla Airlines
provide sky star program for their regular customers.

Service Purchase: Finally consumers can take decision to take the service of US Bangla after
collecting information, perceiving risk and considering and evaluating the other alternatives.

14 | P a g e
Customer expectations on service:

Not only in Bangladesh, the airline industry undergoing a very difficult time worldwide. For
satisfying potential customers they are continuously improving service segments. Another fact is
competitive industry. From the statement of ARCHANA, D. (2012),only the customer can truly
define service quality in the airline industry. Customers have many choices to select their preferable
airlines. The term „Reliability‟ mainly matters based on some determinates such as maintaining flight
schedules and reservation, ticketing, in-flight services, previous records of safety, convenient flight
schedules and non-stop service, correct and prompt handling of baggage, friendly and helpful
employees, a beneficial frequent flyer program etc.

 Cathay pacific airlines have done a research at Hong Kong international airport by categorizing
four major ethnic nationalities. Most of the passengers of these groups are expect “Non-stop
flights to various destinations”. They don‟t want to have boring transit time when they are flying.
According to Gilberta (2002), particularly Japanese travelers have relatively higher expectations
in service dimensions such as food and beverage that are served, neat and tidiness of employees.
However, clean &comfortable aircraft, interiors & seats and prompt service are also their matter
of concern during flight time. From our survey 83.3% people expected healthy food items in
their food menu from US Bangla Airlines. As US Bangla is starting different destinations in Asia
pacific they have to more concern on their food menus.
 According to Gudmundsson (2017), a significant proportion of passengers prefer low cost
carriers especially in the domestic markets of Asia. We also found 62.7% people expect that US
Bangla Airlines provide lowest ticket price than other airlines. The fact is competitive market. To
survive in existing competition they have to minimize the pricing. Us Bangla tries to follow
strategy like as AirAsia that we found in above article that is to ensure all the seats booked and
by that way they can able to provide less fare.
 From our survey result we found that 83.3% passengers are expecting to get the pick & drop
service of US Bangla Airlines. Obviously it is very much needed to achieve more loyalty &
satisfaction. Good news found from CEO of US Bangla Airlines that they have introduced
„Shuttle service‟ in Chittagong & Jessore airports for passengers which include charge. From the
official website of Etihad airlines (2017), I found that, they have introduced “Etihad Chauffeur

15 | P a g e
 service”. All First and Business Class passengers are eligible for this service worldwide. Guests
can receive pick-ups and drop-offs at all A380 destinations in free of cost.
 Great deals always bring happiness to the target customers as well as it increases loyalty. 84%
people believe that US Bangla Airlines provide great deals for the loyal customers. The reason is
very simple. According to banglanews24 (2017), we found that recently US Bangla Airlines
introduced “sky star” program. They categorized their regular customers & based on their status
the authority is providing four types of star status cards such as Silver, Gold, Platinum, Titanium
cards. The cardholders get priority at airport lounge and facilities & discounts in different
restaurants and shops.
 From our survey 70% people have well expectation about the ticket cancellation policy of US
Bangla Airlines but this service should be developed more. It is very usual that a passenger might
need to cancel his/her journey ticket. If US Bangla Airlines keep hard in this issue passengers
have option to switch the airlines in future. Under EU law & from civil aviation authority UK
(2017), we found they are very flexible to resolve this issue under some terms. If a passenger
cancelled flight can receive a refund. Otherwise passenger has option to choose an alternative
flight as well.
 People‟s expectations from US Bangla Airlines are high (77.3%) in terms of service. It‟s true.
Sometimes a positive variable can raise the reliability. According to Haker (2017), we found that
US Bangla Airlines achieved “Airlines of the year 2016” award. It definitely create locality to the
users, positive word of mouth and increase level of reliability.
 Expert air hostess or cabin crew measures as a fundamental demand from passengers. Our
research says 80% people expect topmost service from flight attendees and employees of US
Bangla Airlines. It‟s basically a teamwork to provide service effectively and efficiency during
flight time. The impotence is proved by Newsroom United (2017). On April‟17 United Airlines
announces 10 changes to improve customer experience. Provide an expert employee with
additional annual training is now mandatory and crews are booked onto a flight at least 60
minutes prior to departure for United Airlines after the announcement.

 78.7% customers prefer standard features and designs from US Bangla Airlines. The physical
service of the plane is also a matter of concern. The fact is logical because from aviation news
(2017), we found within a very little time US Bangla Airlines impose new Boeing 737 airplanes
especially in domestic flights where other local airlines sometimes fly normal Dash airplanes

16 | P a g e
 even in international destinations. This difference in feature and design actually brings happiness
compared to other airlines. As a result 88.7% expect to enjoy US Bangla Airlines service in
Future.
 Middlesex University London has published a research paper. According to Gronroos (1984)
expected service is influenced by previous experiences. So for any airlines this term is very
important to provide best service so that the passenger remembered his/her previous
experience. A study shows that, business travelers have the lowest expectations in quality of in-
flight entertainment facilities. In contrast, they have relatively higher expectations in Wi-fi
availability, better waiting lounges and flight frequencies than others. So, US Bangla have to be
conscious because they are currently launches various international routes.
 67.3% people expect that US Bangla Airline‟s communicating skill with passengers is good.
Though the point is low, it‟s very important to improve. A blog from The Economist (2010)
shows that JetBlue Airways (American low-cost carrier & 6th-largest airline) uses social media to
communicate with their customers regularly and their replies rate is highest (94%) compared to
all other airlines.
 Time promise is very important. Expectation from US Bangla air‟s perspective, it results 78%.
That‟s good. However, in cases of flight delays airlines need to bear in mind passenger‟s
emotions and handle accordingly. The report from channelnewsasia (2017) shown, when news
of Singapore Airlines (SIA) flight SQ006's crash in Taipei in November 2000, SIA‟s then-CEO
Cheong Choong Kong sprang into action to take charge of various media conferences and
personally travelled to Taiwan within hours of the crash. The incident teaches how important is
it to read customers feeling and serve accordingly.
 US Bangla airlines are providing 31 inch pitch legroom in their certain aircrafts. The size is much
higher comparatively to other domestic airlines like Regent or Novoair said by CEO, US Bangla
airlines. It has done and in alternative they can utilize this space and increase a row of seating
arrangement. We also notice American Airlines is planning to decrease the front-to-back space
between some of its economy class seats by another two inches. To do that, it will shrink the
distance between seats from 31 inches to 29 inches in economy cabin found by Ostrower, J.
(2017). So, its prove in his competitive market minimizing space is practicing by many low
budget carriers.
 Right now US Bangla Airline provides free Wifi on waiting room at Dhaka, Chittagong and
Sylhet, these three major airports. They have some lacings and there is only one ISP provider

17 | P a g e
 available in Dhaka airport zone. The authority is trying to solve the problem and they expect
very soon the situation will be improved. According to Rudy Santos (2016), we come to know
that Ninoy Aquino International Airport, Philippines has upgraded by high-speed Internet
access to serve better communication for over 30 million passengers who have used this major
airport every year.
 To resolve any sort of problem US Bangla Airline takes steps instantly. Before the immigration a
departure form need to fill-up by the passengers. US Bangla authority recently setup a desk like
as helpline to provide instant support to resolve passengers problem. The result is being helpful
especially for KL passengers because most of the labor from Malaysia is literate and they don‟t
know well about the airport formalities. Sometimes little situation will turn into serious issue. By
Telegraph Reporter (2017), we found thatBritish Airways has cancelled all flights from Heathrow
and Gatwick following a massive global IT failure. So, airlines need to keep their system updated
always to resolve any sort of errors promptly.
 Last month US Bangla Airline announced exciting tour packages in its international routes. They
have packages with hotel options with meal, sightseeing and airport transfer. Some major
destinations are like Kolkata, Kathmandu, Bangkok, Kuala lumpur, Singapore etc. Similarly,
from Velasco (2017) we informed that Sunwing, the Canadian low-cost airline has announced
special vacation packages to travel to Puerto Vallarta from Victoria, British Columbia, this
coming winter season. There will be departures to this popular Mexican beach destination.
 If a passenger lost something during his/her flight time on US Bangla Airlines there is a high
probability to get it back. Actually reputation lies on some of this point. A negative signal is
enough to lose a passenger because customers always have open option of switching. Official
website of United Air (2017) shows that, as part of United's commitment to provide superior
customer service they made every effort to return articles left on board our aircraft. The most
reliable procedure is to fill-up the lost items form with detailed description, including brand,
color, size and distinguishing features, of the lost item. The team is trying their best to retrieve
the good.
 Providing security always grows a symbol of faith to passengers mind and it increase the
happiness level. It includes past history, airlines fame and accident history as well. For example,
in domestic route Biman Bangladesh airlines have lower security values because of some
incidents & US Bangla Airlines scale is higher. If we check international routes Singapore Air has
been awarded for best security service. In contrast, passengers reliability over Malaysia Airlines

18 | P a g e
 has decreased in last few years because of lost of their aircraft during flying, and some frequent
crash like Ukraine, referred from Aljazeera by Witschge (2017).

Finally, we can say that, industry should be careful about both types of basic service expectations
like desired service as well adequate service that customers hold. If US Bangla Airlines can recover
the above gaps which are beyond on their requirements, they obviously can survive in this
competitive industry because Beard(2013) truly said, “Excellent customer service and high customer
satisfaction must start with understanding customer expectations”. Consumers always have open
option to switch because there are lots of competitors.

19 | P a g e
Consumer perception

Consumer perception is the key word that is related with consumer sensing process. According to
(Dagmar Recklis.2004), the more experience the customer accumulates the more his perceptions will
shift from fact based judgment to a more general meaning the whole relationship gains for him.
Over time he puts a stronger focus on the consequence of the product or service consumption.
Airlines industry is passing difficult time currently. Because of the ongoing service facility and
relative competitive environment is pressurizing the industry to move fast than earlier. In airlines
industry, like other service area, overall customer satisfaction is driven by the service quality the
company provides.

 According to (Aksoy, Atulgan & Atilci ,2003) In service industries such as airlines, a major
requirement for success is to understand and satisfy customer needs and expectations; creating ,
communicating and delivering customer value, and keeping promise. The actual factor that
influences the perception of services on customers mind is high service quality, the lucrative
offers that makes consumer mind ready for the service. It is the tool that will shape the company
for the longer period of time and as well as it helps in keeping the commitments for your loyal
customers. The increasing competitive market condition is playing the major roles in today‟s
airlines industry. Chang and Keller (2002) argue that the quality in airlines industry is difficult to
describe and measure due to its heterogeneity, intangibility, and inseparability and only the
customer can truly define service quality in airlines industry (Butler and Keller, 1992).
 The purpose of our survey was to come up with all the determinants that boost up customers
purchasing intent. In our perception survey, we have included 20 variables and based on those
variables we have asked many of US- Bangla travelers. And the whole findings are briefly stated
below:
 From our survey, we have figured out that, most of US Bangla passengers are moderately happy
with the ongoing price charge. The reasonable price is the reason behind that. For its low fare
offers US Bangla has achieved its trust on customers. In order to maximize their utility from
flying consumers choose between various prices restriction packages, such as low cost –high
convenience and high price-no restrictions combinations. The choice depends on the on the
consumers elasticity of demand with respect to convenience, time or money.( Stavins,2001). Pick
and drop services provided by U.S. Bangla Airlines has achieved to uncover a new window to its
customers. The airline has added a new dimension of service attributes serving the boarding

20 | P a g e
 pass, departure card and lounge card before they start their journey from homes to Airport.
According to the CEO, “We provide pick and drop services in Dhaka, Chittagong and Sylhet for
business class passengers. But business class customers show less interest to get those services”.
Though no other airlines provide these service he talked about some logistical challenges for
pick and drop services. Moreover he pointed out rush of the roads and specifically he expressed
his concern about the unpredictable jam of Dhaka city. In order to solve the problem they can
come up with massive promotions in various media like social media and they need to provide
more focus on these particularly by solving different issues related with pick and drop facilities.
According to (Nick Trend, 2012), “we have found an easy way to avoid the extortionate fees for
picking up arriving passengers. With the adept use of mobile phone, these fees can be avoided.
The arriving passengers walk with luggage with departures area then phone the pick-up driver
who is waiting legally perhaps five minutes away. He then drives to departures: very rapidly
everyone scrambles in with luggage and he drives away.”
 Food services of US Bangla airlines are not going well as survey result claims. For the service
providers like U.S Bangla Airlines, food and catering services are playing a crucial role which
influences the consumer perception a lot. According to Imran Asif, CEO of US Bangla, “We
cannot provide delicious food because of the temperature and many more limitations. In
morning the food remain unused as customers do not want to take anything and the food is
wasted. He also pointed out about hygiene factors and assures customers that it is maintained
through appointed people and the food is managed from their canteen. From our perception
survey, we have found out that the average score for food quality is only 90. Out of 30
respondents 33% neutral, 30% were unhappy and 17% unhappy with the food services delivered
by U.S. Bangla Airlines. That entails that U. S. Bangla airlines needs a lot of improvement to let
customers choose their preferable food options. According to (Marrian Burros,1985), In these
days of high-volume travel, airlines are more concerned with competitive fares, frequency and
convenience of flights and maintaining an on time schedule than they are with the quality of
food they serve. The food consultant once said, “That the future of airline food is not food at
all, with a reduction in fares.”
 From the survey result, we have found out that 73% of people perceived U.S .Bangla employee
service as friendly. Now they have to do more work on figuring out cabin crew and air hostess
lacking to enhance the overall customer satisfaction. Properly trained workers have a huge
impact on total functioning of the aviation industry. According to a case study by C Haward,

21 | P a g e
 „Compliance Training at delta airlines‟ stated that Delta was named to Training Magazine‟s “2005
training Top 100” demonstrating excellence among its peers for delivering training that provides
business impact.
 58% people perceive that US Bangla airlines seat quality moderately satisfied. As the score is not
satisfactory, only 87 out of 150, it can be said that U.S. Bangla should provide more
concentration on building customer friendly seat facilities that will initiate customer satisfaction.
According to ( RachelPilgren Kane ,2015), “ For passengers their perception of how a seat feels
during flight could also affect how they perceive the quality of materials used in the overall
design of the aircraft.” According to the CEO of US Bangla, Imran Asif, “seat quality is defined
in terms of width and pitch” He said, we have 30 inch pitch and that is better than any other
domestic airlines”. According to J.D. power Ratings, Brent Gruber, senior director, global
automotive division at J.D. Power, “Customers are focusing more attention on the interior
design and comfort, and the seats are a critical element of the vehicle‟s interior.”
 73% people are moderately satisfied with US Bangla airlines on time performance. You can track
all flights of US Bangla airlines according to Flightrader24 which gives current flight status,
departure times, flights track, and pinned flights update etc. It is very much needed to maintain
on time performance for airlines industry. According to (Yoshiniry Suzuki, 2000), “on time
performance affects an airlines market share through the passengers experience, but not through
the advertisement of performance
 ” Regularly the airlines need to follow up the on time performance and departure time for the
betterment of the company. From the QANTAS official website, we found that, “we use the
computerized aircraft communicating addressing and reporting system ( ACARS) to record our
on time performance data which is then published alongside other domestic airlines. The
passengers
 were moderately satisfied with the E-booking service provided by US Bangla airlines. According
to the survey, about 76.67% people expressed positively to the E- booking facility. By using local
payment channel or local or international debit/ credit card, you can book tickets in US Bangla
Airlines websites. The online reservation system procedure should have to be more users
friendly and convenient which are the driver‟s tools to achieve satisfaction. According to
Philippine Airlines, “ Our online booking features a fully automated service called „calendar
pricing‟ which immediately displays the lowest fare available over a seven-day range- three days

22 | P a g e
 before and three days after the planned travel date- thus allowing travelers to decide quickly
when it is most convenient and cheapest to fly.”
 68% people have perceived well U.S. Bangla airlines baggage handling facility. Baggage handling
is the influential factor that derives from effective processing of baggage. Promptness and
accuracy of baggage delivery are revealed to be an important measure for passenger satisfaction
(Park, 2007). The average score is 102. Among 30 respondents 13 said very well, 8 said neutral
and 3 said poor. According to the CEO of US Bangla Airlines, Imran Asif, Because of the
scarcity of resources and complexities in terminal the score might come poor. The thing is that
US Bangla Airlines have skilled security people compare to other airlines. Though limitation
exists there, customer might perceive moderately satisfied with US Bangla baggage handling
process than other airlines. US bangla airlines need to have more technological equipment such
as automated ramp system, mechanical unloading system etc to reduce customer dissatisfaction
 The average score for Wi-Fi facilities provided by the US Bangla airlines is 84(56.33%) . Out of
30 respondents 13 people were neutral, 6 people roughly disagree, and 3 people claimed that
they were not satisfied in term of Wi-Fi facilities. According to CEO of U.S. Bangla , Imran
Asif, all the operators are suffering for low speed of Wi-Fi speed. He pointed out low
infrastructure, resource unavailability, and lack of efficiency of cable operator for this issue.
According to the Aircraft interiors International, Turkish Airlines, together with Panasonic, has
added high –speed Wi-Fi broadband internet access to its existing live in-flight television service
on transatlantic flights using its IFE platform, planet. Business travelers can also access their
company‟s Virtual Private Network (VPN).
 From our perception survey we have figured out that 100(66.66%) is the average score in terms
of cleanliness and decoration perspective. 43% of respondents were neutral, 10% disagree, 20%
strongly disagree and 27% agree that US Bangla airlines is providing clean and well decorated
environment to its customers. It is very essential for any aviation company to meet with the
demand that companies are committed to serve. According to the ABM Building Value, they
provide cabin cleaning, lavatory and water services, exterior washing, interline baggage transfer,
ramp services, ground handling etc facilities for capturing customer‟s good response towards
their company.
 US Bangla airlines provide various tour packages to its customers; there has on home and
abroad tour packages with different rates. The average score of the perception in this regard is
99 (66% of people have perceived moderately satisfied with the tour packages the airlines

23 | P a g e
 provide). Among of 30, 12 were happy and 12 were neutral; whereas 5 were unhappy. That
indicates that there is a balance of responses. According to The News Today, U.S Bangla
Airlines launched attractive holiday packages to Cox‟s Bazar,Chittagong, Barisal, Sylhet. To
promote Cox‟s Bazar among holiday makers, exclusively to family travelers, US Bangla designed
this value added package with the premium hotels specifically Sayeman Beach Resort, Ocean
Paradise, Hotel The Cox Today , Seagull hotel in Cox‟s Bazar. It is relatively very important for
an aviation company to come with exciting and interesting offers which has feasibility both for
customers and service providers.
 From our perception survey we found that, 50% people were neutral, 23% said they have no bad
experience, and 17% said maybe not about the complexity regarding ticket cancellation policy of
US Bangla. According to Imran Asif, CEO of US Bangla airlines, they are forming different
strategies for different corporate client and each corporate agreement is different from others.
About the cancellation of penalties, he figured out that they will not ask for penalty charge s
based on agreements, but it should have to be under a contract or agreements with the big
clients, or if a lot of passengers travel in a group, somehow there might be happen cancellation
of tickets, then consideration can be applicable if there is any agreement with US Bangla airlines.
Since the average score is not good enough, US Bangla airlines should be more responsive to
increase the satisfaction of customers. According to Saudia Airlines website, customers who
made their bookings from Saudia sales offices or from the call center or from Saudia website
and did not issue their tickets and would like to cancel their tickets, they should cancel their
bookings Saudia Sales Offices, Saudia offices before or during the refund process to avoid the
no- show penalty fee. They are very much specific for out of the kingdom people too, anyone
can submit a claim through the form they are providing. U.S. Bangla needs to take this in
account if they want to increase the perception level of regular customers.
 The average score for the lost and found facilities is 97 and in percentage it is only 64.66%.
Among of 30 respondents, 12 were neutral, 10 were happy and 5 were unhappy. According to
Imran Asif, CEO of U.S. Bangla airlines, “we are very much prompt and responsive in terms of
lost and found service. He added, we are committed to give back the left baggage, mobile,or any
kind of materials . Moreover, he expressed proudly that the rate of lost and found complain is
very low in domestic flights and they handle it smartly as he claims that they try to contact with
the customer and make an arrangement to give back the lost item to its owners. But this process
takes a long time which is the cause of poor satisfaction. According to (Raymond Kollau, 2014) ,

24 | P a g e
 Air France KLM-SVP e-business Martijn van der Zee earlier this year explained to DUTCH
publication marketing facts how the new lost and found service works. “We have now appointed
two people at the airport who constantly look for things that are lost. They walk past the gates to
collect items and then try to find the owners on the spot by approaching them ,often via social
media .In many cases passengers have not even realized yet they have forgotten something and
really go of their minds when they receive their lost item back .”
 The average score for the security services is 99 and 66% people perceived that the security
service of US Bangla airlines are moderately satisfied, as 13 people were neutral , 12 people were
happy and 3 people said they were unhappy with the security services that U.S Bangla are
currently providing. According to the CEO of US Bangla, Imran Asif, “We arrange security
protocols when VVIP Customers like U.S embassy officials ask for that”. But they need to
concentrate more on common people and should make necessary arrangement if they want to
assure their customers safety. US Bangla should have improved detection and security
equipment, detection equipment for cargo screening or ask for biometrics for the identification
of passengers or officials. They need to arrange in flight security as well. For the arrangement
they can charge to their customers and it will seem logical to customers. According to Narita
Airport website, they are asking PSSC( Passenger Security Service Charge) to their customers in
order to cover the expense of providing services such as baggage inspections and security
checks using high –performance inspection devices as well as passenger terminal security
maintenance to ensure passenger safety.
 From our perception survey, we have found out that 66% people have perceived well in term of
feature and design services. 12 were neutral, 11 were happy and 3 were unhappy when we ask
them about the services. According to U.S. Bangla website, they are providing 76 numbers of
seats in each airline. Their aircraft engine is 2* 5.071hk Pratt and Whitney PW 150A and max
cruise speed is 667 km/t. They operate their flights in 13 destinations and their fleet size is 6.
According to the daily star net, US Bangla has added a new Boeing 737-800 aircraft to its fleet to
ensure smooth operation of its flights, especially on international routes. It plans to add new
routes on Bangkok, Doha, Ghuangzu next year. According to the Managing Director
Mohammad Abdullah Al Mamun, it plans to add another Boeing 737- 800 and a Dash-
8Q400aircraft to its fleet by August this year.

25 | P a g e
 According to the CEO of US Airlines, They run different campaign for different routes. They
operate their integrated marketing communication in social media, newspaper or media agency.
And also for international campaign, recently they run some events, advertising campaign in
kualalumpur. He added, most of our communication is conducted through social media. The
average score for communication service provided by US Bangla airline is 97. 99. 64.66% people
have perceived US Bangla communicating services. Among of 30 respondents, a2 were neutral,
11 were happy, and 4 were unhappy with the communication facilities that US Bangla Airlines
provide. According to (James Austin, 2012), using social network Airlines can be in touch with
their customers and use customer‟s friend list to increase their market. But again negative
feedback by any customer can harness their image. According to (Scott Creamer, 2014),
„Integrate marketing describes a never ending cycle that yields opportunities to businesses for
continuously improve. He added, „Texas based southwest Airlines is associated with high level
consumer service. Owning that title is the result of optimized integrated marketing. A metric
system helped improve two-way dialog with their customers, allowing South-West to respond by
optimizing their marketing mix to meet expressed needs. Offering flexible ticket pricing, early
flight check-in, free baggage travel, and friendly staff is evidence that South-West is a customer-
service-centric company, with other departments is striving towards that main principle.
 From our survey we have found out that the average score for Reliability of U.S. Bangla Airlines
is 103. 68.66% have perceived US Bangla Airlines services as reliable in manner. Out of 30
respondents 13 (43%) were neutral, 11 were Reliable, and 6 were saying the service is reliable.
According to CEO of U.S.Bangla Airlines, Imran Asif, „We are going to introduce a Android
Based Mobile Apps Very soon” . They are trying to improve their relationship with their
customers by delivering various services. According to Bangla News 24, “ The second Boeing
737-800 aircraft of U.S. Bangla airlines country‟s leading premium airline arrived safetly at
HazratShahjalal International Airport. With the newly added 158-seater Boeing 737-800 in its
fleet, the airline will be able to connect with many international destinations in the upcoming
days.” According to bangladeshmonitor.com, “US Bangla receives Best Private Airlines in
Bangladesh-2016‟ Award. In aviation industry reliability is maintenance of the related delays and
cancellations, failure rates of parts and components after they are approved for return to service,
discrepancy rates of aircrafts after heavy maintenance etc. U.S. Bangla needs to address the
issues regarding their reliability programs and make an effective solution to be more reliable in
the eyes of customers. They need to check delayed flights rates, cancellation rates and lost

26 | P a g e
 baggage maintenance to ensure customer satisfaction. In order to increase their reliability, US
Bangla needs to improve on seat quality, Wi-Fi facility, baggage handling, lost and found
services, food quality, on time performance etc. These are the areas we found from our survey;
US Bangla Airlines performance is not satisfactory at all. According to ( Vivek Tom Raj, 2013),
Aircraft availability and dispatch reliability are two important sources to track reliability. Major
and large airlines achieve their dispatch reliability between 95%-98%., with most reliable carriers
achieving 99%-99.5% Dispatch Reliability. On time departure and arrival make for happy
consumers. The airlines are very cautious about the flight operation schedule and they review it
on a daily basis, cancelled airline flight means increased costs and the possibility of a hit to the
revenues.”
 From our survey, we have found out that the average score is 99 out of 50 in terms of loyalty
deals provided by US Bangla airlines. From 30 respondents, 12 said neutral, 8 were happy, 5
were unhappy and 4 people were extremely happy with all of U.S. bangle facilities. According to
US Bangla website, they are running Sky – Star program to provide more facilities to its frequent
customers. Customers will have enhanced travel experience enrolled in the program through
accumulated points which may be then redeemed for air travels or reward. Moreover, they offer
range of benefits to its Silver, Gold, Platinum, Titanium users. The facility includes, Reservation
via FFP hotline, Advanced seat reservation, Bonus miles, Free bus service, Priority Boarding,
Extra Baggage allowance, Priority Boarding facilities to their frequent fliers. Still they have
to do more and more. Polish Airlines is providing LOT programs to its frequent fliers.
According to Polish Airlines LOT, “Passengers flying on personal trips can use the Miles and
More programs, and passengers flying on business reasons can join the „LOT Dla Firm
Program‟. Frequent flyer miles may be collected in both programs at the same time.”

 From our survey we have figured out that, the average score in „Problem Solving service is 91.
Among 30 respondents 17 were neutral and 6 said US Bangla Airlines is very prompt to solve
their problems, and 5 said they are slow in terms of problem solving. According to a customer
of US Bangla Airlines, who recently travel (md.mubasher, 2017), “I always love to travel with US
Bangla. But this time bitter experience happened. They provide me seat No 29 E and 29 F first.
But Aircraft hold only 28 rows. Then after all passengers boarded, they provide 2 seats in
different places. Moreover fight was delayed for 35 minutes”. (According to trip advisor,
customer reviews). There are lot of other issues which are the now becoming a rising threats to

27 | P a g e
 the US Bangla Airlines as well as in aviation industry of Bangladesh. According to Imran Asif,
CEO of US Bangla Airlines, “In most cases,, maximum complains directly come to me, either
me or the managing director respond to those problems.” Baggage related problems, lost items,
flight delay are the major concern of the customers of US Bangla Airlines. To solve those
problems, they have contact person appointed as receptionist; you can submit complain there or
by calling to the office. Particularly for the baggage handling issue, Delta is trying to fix out the
problem of lost and delayed luggage According to Los Angeles Times, “Delta already has one of
the airline‟s industry best luggage handling records. But hopes it can improve further by
deploying a tracking system globally that uses radio- frequency identification. If the system
works other airlines are likely to follow. Ultimately the bag tag might be replaced with permanent
RFID readers in our suitcases, reducing the chance that fliers in the future will start a vacation
missing their swimsuit. We have found out from our survey that the average score is 103.
68.66% people have perceived moderately satisfied with the physical services provided by US
Bangla Airlines. There are some factors that initiate customer satisfaction, particularly for
physical services or characteristics of an aircraft. The interior design, cabin, glass, and legroom
space, seat quality, in flight entertainment, color and many more things. These are the factors or
drivers that manipulate the level of satisfaction. If we interpret the survey result, we have found
that out of 30 respondents 13 said very well, 9 were neutral and 6 people said their physical
service is excellent. The whole result entails that US Bangla is providing better than any other
domestic existed airlines in the country. Seat facility, legroom space, interior design is perceived
as satisfactory to the customers. Because no other airlines are providing that level of services to
customers. They can come up with an innovative luxury design in seats and cabin design. It
would be effective for the company in the long run to if they could introduce new comfortable
services to its economy class passengers. Because comparison to business class passengers, they
are not getting that much facilities. Recently the world‟s one of the reliable airlines Qatar
Airways brings new style to Economy-class passengers with destination inspired amenities.
According to flight chic, ( Marisa Garsia,2017) , “The amenity kits are packed with comfort
essentials like InstitutKarite Paris lip balm , a Miradent dental kid , an eye mask, socks and ear
plugs.”

 Legroom service provided by US Bangla airline gets a score of 83. The score is very poor in
picture. The reason might be the respondents who have not experienced with other domestic

28 | P a g e
 airlines like Novo, Regent, Biman. According to the CEO of US Bangla airlines, Imran Asif,
They are providing 31 inch pitch which is best among other domestic providers. From the
survey, we have analyzed that, 10 people said neutral, 9 said very good, 3 said poor in terms of
legroom‟s space. As the score is very low, it can be said that respondents who have not flown
other airlines, may provide low score to US Bangla Airlines during the survey.

To determine the SQI-Service quality index of US Bangla Airline we have chosen 5 variables that are
related with the SQI, we have identified Pick and drop service as tangible, Reliability in service as
reliability, ticket cancellation policy as responsiveness, promptness in problem solving as assurance,
the way they are communicating as empathy. These are the variable that we identified to generate
SQI.

Dimension Variables Perception score SQI Determination

Tangible Pick and Drop service 105 105/150=0.7*20

= 14
Reliability Reliability in service 103 103/150=0.67*20
=13.73
Responsiveness Ticket cancellation 105 105/150=0.7*20
policy = 14
Assurance Promptness in problem 91 91/150=0.60*20
solving = 12.13
Empathy Communication 97 97/150=0.65*20
= 12.93
Total Score 501 66.79

Service Quality Index (SQI) score is 66.79 out of 100.

We calculated each of the five dimensions of the service quality index. Our total perception score is
501 and we have found 66.79 as our Service Quality Index (SQI) score. According to ( Kathryn
Vasel,2017) CNN Money International, Overall passenger satisfaction is across the airlines industry
is up 4.2% last year, climbing a score to 75 up from 72 in 2016. According to the report, JetBlue
ranked 1st with a score of 82, Southwest placed 2nd with 80 and Alaska obtained 78 out of 100.
Customer satisfaction variables are similar to Service Quality Index Dimension. Therefore, if we take
this an account US Bangla Airlines SQI Score is 66.79 which is better than 61. Spilt scored a 61 on a
100 point scale. This result of the scores defines that US Bangla Airlines need to address those areas

29 | P a g e
which affect its service quality to customers. We found Assurance and Empathy , defined as
promptness in problem solving and communication , gets a very poor score, 91 and 97 out of 150 (
as our respondent is 30 and five dimensions of service quality index so 30*5 =150) Although the
Reliability, Tangible and Responsiveness has very poor score , 103,105 and 105 out of 150. US
Bangla Airlines need to address those poor service dimensions issues so that the overall score can go
upward.

30 | P a g e
Research methodology

For this project, we used some methods they are given below.

Research approach and design:

A quantitative and qualitative both research approach we followed for this project. A descriptive
survey was used to collect original data for describing the population. A descriptive survey was
selected because; it provides an accurate portrayal or account of the characteristics. It helps to
identify abilities, beliefs and knowledge of a particular individual. This method was chosen to meet
the objectives of our project.

Research setting:

The study was conducted at US Bangla airlines. It is used for airway service. We have used two set
of questionnaire and we also interviewed Imran Asif, CEO (Chief Executive Officer) and Tarik
Hasan, General Manager Customer Service of US Bangla Airlines.

The study population and sample:

The study is conducted of all adult users of US Bangla airlines. We selected them to find out the
total population from which we select them. The sample included 60 people.

The sample size was 30 for perception and 30 for expectation. To take part in this survey they had
to go through some criteria.

Sampling Criteria:

Subjects included in the sample we selected to meet specific criteria. They should

For perception-

 Have to use US Bangla service at least once.

 Mentally sound in order to participate.
 Be 16 years or older.

31 | P a g e
For expectation –

 Mentally sound.
 Willing to participate.
 Have to solvent.

Data Collection

A questionnaire was chosen as data collection instrument. A questionnaire is designed for this
survey to collect information that can be obtained through the written responses. Data was collected
through a questionnaire the users of US Bangla air lines to evaluate whether the customer has
knowledge about the questionnaire or not.

We made the questionnaire to decide some followings:

 Required less time and energy to fill up the questionnaire.

 Less opportunity for biasness.
 Most of the questionnaires were closed.
 Questionnaire language was easy to understand.
 Ensured high response rate.

Data collection instrument:

Two questionnaires were used to collect the data. One was for those who travelled US Bangla
Airline at least once. These two questionnaires consistent mostly closed-ended questions and some
of them were few open-ended questions. The questionnaires were in English. We used their name,
contact numbers so that we can identify them, and prove them as our valid informer.

Data collection procedure:

Questionnaires were provided personally to the customers and willing to participate in this survey.
We collected the data within one month. We found them through our known source like relatives
and friends.

32 | P a g e
Reliability and Validity

Reliability:

In this survey, we tried to ensure them that their personal information and their identity will not be
disclosed. Data collection biasness was not there because there was only one person who collected
the data.

Validity:

Questions were designed in a simple language to clarify and ease of understanding. Clear instruction
was given to fill up the survey form. External validity was ensured for this survey.

Who are willing to participate in this survey we only involve those persons. Any single person who
was not interested for this survey we did not forced them. However, it was a little bit difficult to
identify. We tried to avoid those who never tried US Bangla. We

Ethical considerations:

Conducting this research requires not only information. We have tried to ensure that the service
which is given by US Bangla customers are happily accepting and their problems are identified
specifically. On the other hand, confidentiality, this is very important for this type of research.
Questionnaires were numbered after data was collected to avoid confidentiality. We told the
customers and informer that their personal information is very safe but their name and contact
numbers we are taking to identify they are original informer or not.

Data Analysis:

After data collection, it was organized and analyzed. Data was analyzed through descriptive statistics.
We also used frequency tables, pie chart bar diagrams.

33 | P a g e
Building Customer relationship

“Relationship Marketing is a marketing philosophy whereby a firm gives equal or greater emphasis
to the maintenance and strengthening of its relationships with its existing customers as it does to the
necessary search for new customers.” (Shaw, S. 2004).

The most important factor to insure customer relationship is delivering promises. In aviation
industry some the Airlines break their promises due to management or technical issue but that issue
create a negative impact to the customer. Any time problem can happen but the question is how
quickly the Airlines recover the problem and maintain a strong relationship among the customer. If
you are not willing to take care of your customer, your competitor will do.

How US Bangla Airlines building customer relationship:

Relationship marketing

Relationship marketing strategy describes the process of building up customer loyalty, interaction
and long-term engagement. In service Industry if any organization wants to survive for a long time
they have to insure to make a strong relationship with the customers.

RM Model
RM Model

Satisfaction

Time

Trust

Time

Commitment

34 | P a g e
Satisfaction

Satisfaction comes from experience and observation. From our finding we can calculate that the SQI
(Service Quality Index) result of US Bangla Airlines is 66.79 out of 100. This result indicates that
people are quite happy with the service of the Airlines. But service should be developed and
upgraded to increase the SQI score to ensure customer satisfaction.

There are others service that can add to ensure satisfaction. For example,

 Online booking system

Now people use technology to make their life easier. For making customer life easy US Bangla
Airlines introduce online booking system. It‟s easy and save time. People who have limited time or
having busy schedule can easily access online booking system. They have secure payment system
that makes people more reliable.

 Employee service

Employee service is very much affected in service Industry. Cabin crew and Air hostage behavior
creates an impact on customer. If the employee‟s behavior is good and takes proper care of the
customer, then it can create satisfaction of customer and as a result they might fly with your airlines
again.

 Service Request

US Bangla promises for a better service. Customer can choose their own seat if the seat is available.
There are also some services for sick people or the people who are disable to walk for them US
Bangla Introduced wheel chair request.

 Ticket Cancellation Policy

Now Ticket cancellation policy is more easy and fast with US Bangla Airlines.
People are happier with the service.

35 | P a g e
Trust

It is a process that started from satisfaction through usage and observation. If the consumer are
satisfied after a period of time trust factor is coming. There are some service that determine US
Bangla Airlines trust. For example,

 On time Departure (98.7%)

Who wants to wait in airport for a long time because the Aircraft is delayed? US Bangla Airlines
creates history in Bangladesh by providing on time departure service. They are highly successful for
this category. On time departure rate is 98.7%.so people love their service US Bangla Airlines keeps
their promises. This is how they create loyal customers.

 Customer care service

By providing best customer service you can create strong relationship with your customer. If you are
not taking care of your customer, your competitor will do. To ensure strong relationship with your
customer you have to provide unique service. US Bangla Airlines maintains 24 hour customer care
service so that customer can know the proper information as well as updates.

Commitment

To gain the trust of the consumer‟s time must be given to it to bring about commitment. It
describes loyalty. To ensure loyalty US Bangla Airlines provided some delightful offers.

36 | P a g e
  Holiday package

US Bangla Airlines provided both international and domestic package to ensure loyalty program.
Customer can book their favorite package online. For further information they can have a
conversation with the service providers.

 MY Trip (miles)

Through “My Trip” service a customer can see their journey being recorded. US Bangla airlines
provide reward based on how many distance or miles the consumer covered.

37 | P a g e
  Membership card

Here are four types of sky star membership card available for US Bangla Airlines regular flyers:
silver, gold, platinum and titanium.

Through registration process customer have a login Id and password to enter and see their current
status.

38 | P a g e
Goals of Relationship Marketing (company perspective)
Acquiring customer

Get new customer through word of mouth. This is such kind of service where a person is satisfied
and other people fell interested because of the quality service. For example,

 Sky Star Program

The sky star program is design for frequent flier program (FFP) for making the customer of US
Airlines happier through reward. This is a loyalty program to attract Airlines travelers. Here, sky star
miles (reward miles) are counted based on air distance flown to the routes by US Bangla Airlines.
There is a registration process to become a sky star program but the members have to travel at least
one time with US Bangla Airlines. Passenger needs to fill up a form and that‟s form is available at
sales counter, check- in counter, on board and online. Passengers get some points and it depends
how many miles the passenger cover. There is a chart that shows the point table but it varies due to
economic or business class or some promotional tools.

39 | P a g e
People are attracted through this kind of service.

Satisfying Customer

In service history most complicated task is to satisfy your consumer with your limited resources. For
US Bangla Airlines it is really a tough job to satisfy the customer. To insure satisfaction they have to
identify the key element that are responsible for customer dissatisfaction.

 Improve touch point

Touch point is such a point where customer can judge the service through their experience.
According to the CEO of US Bangla Airlines they identified three major touch point where
customer encounter their service. First sales point, where customer has to interact with the sales
procedure. Here customer can observe the processing system. Secondly on board service. Here
customer can identify how US Bangla prompt to deliver the service. Air hostage and cabin crew
behavior is the most important factor here. Are they helpful beyond the travel time? And the last
part is measuring security process. Is the customer happy with all the security procedures they face?
All these actually define customer satisfaction.

Retaining Customer

Customer retention refers to the activities and actions companies and organizations take to reduce
the number of customer defections. The main goal of customer retention programs is to help
companies retain as many customers as possible, often through customer loyalty and brand loyalty
initiatives. To ensure to hold the customer US Bangla Airlines should follow some promotional
tools. For example,

 promote through social networking site

According to the CEO of US Bangla Airlines Claims that they give much more focus on social
networking site. Here, easily service can be promoted, customer can give rating point as well as
feedback. Problem can happen any time so there is another way to make your customer
understandable about the situation. For example,

40 | P a g e
  Provide Adequate Information

Provide enough explanation so that customer can understand. In Airlines Industry suddenly many
unexpected situation can happened. So you have to tell your customers what actually happened
otherwise customer may be frustrated. For example: 13 July the president of Sri lanka come to
Bangladesh. Due to VIP movement all the flight are closed for 1 hour. So passenger have to wait
now they want to know the reason and the airlines should provide adequate information to gain
customers trust. According to General Manager (customer service) of US Bangla Airlines claims that
they always provide adequate information with the customers.

Enhancing Customer

Sometimes A customer can judge the organization by the overall scenario and that situation can be
dependent by some others issue or service. To enhance the customer service US Bangla Introduce
Some extra service that can be attracted by the customer. For example,

 Immigration Helping Desk

Not every people are highly educated. US Bangla Airlines identify that there are lots of labor who
are facing problem while they have to fill the immigration form. So they introduce a service named “
probasisohoyota desk” that helps a lots of people. Thus they create a bonding with the working level
people and shows that US Bangla is taking care for them.

 Cargo Facility

Now US Bangla Airlines provide cargo facilities by air in their flight route. For availing cargo facility
you have to pay BDT 100 for per kg and above 05 kg will be cost BDT 85 per kg.

 Fish carrying

Now people can carry fish in cargo area but it should be proper packed without any sort of leakage.

41 | P a g e
  Pet Animals

Some people love their pet and always want to carry where the passenger can go. Here US Bangla
Airlines can give a facility to carry your pet animals in cargo area but animals should be caged and
clean. Also vaccination certificate should be required.

 Unaccompanied minors

Children between the ages of 5 to 15 can travel alone. There is form which need to be fill up. Then
the authority can take extra care for the security of the minor.

Goals of Relationship Marketing (Customer Perspective)

The main focus is to ensure benefit for customer in long term relationship.

Confidence Benefits

For the customer perspective Company have to provide some special benefit that gives them the
confident to be a loyal customer. For example, Baggage handling and compensation can be an
example of confidence benefit.

 Baggage handling and compensation

In Airlines Industry Baggage handling is very tough and challenging job. Sometimes customer are
very unhappy due to lack of responsibility who are working specially in Baggage Handling
department. In many cases bags are broken, damages or unable to carry. So in this situation Airlines
authority should be careful about decision that they are made. Sometimes they have to negotiate
with the passenger. They have to pay compensation for the damages. Sometimes apology letter can
be a better way for making new commitment to your customer. According to General Manager
(customer service) US Bangla Airlines stated that they have a policy of $20 compensation for per 1
kg weight of the bags if it is damaged. So the authority of US Bangla Airlines beliefs that passenger
will appreciate this kind of compensation and that‟s build a strong customer relationship.

42 | P a g e
Social Benefits

People always expect respect in the society. So if they found any offer that can assure social benefit
customer can grab it. We found some facilities that can related to social benefit.

 Special Discount For senior citizen or national heroes and their family

People always love their country and also love the heroes who actually done well for the country.
When a company gives some discount for a specific period of time to show the respect for the
senior citizen or the national heroes and families it is really appreciated by people. In December,
2016 US Bangla Airlines came up with an idea to give 10% discount for the national heroes and
their family members.

Special Treatment

When a customer gets a special benefit or treatment from any organization, the customer feel special
and that bonding creates a relationship with the organization for a longer time. To ensure special
treatment we introduce:

 Pick and drop service for business class people

US Bangla Airlines provide a pick and drop service for the business class people. The authority of
US Bangla Airlines thinks that from this service the customers are getting privileged because some
times in Dhaka, it‟s really too tough to find a transportation specially in rush hour. In Dhaka they
provided car but they also operate bus service for all types of customer only in jessore and
Chittagong route. If any customer need pick and drop service, they can confirm it while booking the
ticket. A small charge is applied for the charge. The CEO of US Bangla Airlines claimed that this
kind of service makes their customer happy and that they can build a strong relationship with the
customers.

43 | P a g e
Service Recovery
SCENARIO What they do What I suggest

1 US Bangla airlines charged Customer complained and US They need a dedicated and actual
twice
. mistakenly after Bangla authority contacted her. customer service department.
purchasing from online. Authority apologized the customer Moreover, US Bangla should give
and returned the flight ticket her an amount of discount for
money. upcoming flights.

2 Provided seat number 29E Provided 8E and 8F seats which US Bangla system should have been
&. 29F first. But Aircraft were occupied by others updated with the air craft. The
hold only 28 rows. They passengers. system should be more mistakes free
have to stand for 15 in this case.
minutes to settle this on
aircraft passage. After
boarded they provide 2
seats with different places.

3 Flight delayed and did not they send notification 1. Use automatic notification
get
. any notification service. If it already exists
they should fix the error

2. Agency helps purchase ticket

to the customers and they do
not provide right
information about the
customer. Agency should
provide right information
about the passenger.

3. Airline should give

passengers complementary
services (lunch, magazine,
etc) if the flight is delayed.

44 | P a g e
 4 Connecting domestic flight Did not take any responsibility There must be some sort of
was
. delayed so the compensation provided for the
passenger missed his goodwill of the company
international flight

5 Customer are not satisfied They are satisfied with the food Food presentation & items could be
at. all with food items and they provide changed or improved. As Jet airways
quality is giving food varieties for the
domestic passenger so US Bangla
can also win their customer‟s heart
by giving varieties of foods.

6 Customer complained seats US Bangla gave an explanation Instant we cannot change the seat
are
. very narrow and not with statistics to the customer that but can provide some additional
comfortable enough in they provide the best seats with services like magazines, newspapers
legroom‟s. the longest legroom‟s with 31 inch and etc. so that the customer feel
(pitch area) in domestic airlines. relaxed while they are traveling.

7 Customer complained about Airport authority provides internet US Bangla airlines should make a
the
. poor speed of Wi-Fi in service. They have only two ISP deal with any well reputed
US Bangla airlines waiting which cannot give adequate speed telecommunication company to
room. to the passengers and authority. provide Wi-Fi service in their zone.
Nothing to do with it. Moreover, without government help
it is quite impossible.

8 Family flew from US Bangla Airline is providing Since US Bangla airline is taking
Chittagong
. to Dhaka on extra legroom‟s and cold drinks three times more charge than
business class, but the for business class passengers. economy class so they should
service provided is very provide extra food and other
poor. The price of Business facilities so that customers feel
class tickets is three times exclusive.
the price of economy.

9. Business class customer This service is not available right US Bangla airlines should introduce
wanted Child Care Facility now. They are thinking to this service for business class
inflight. US Bangla couldn‟t introduce this service. passengers like Jet Airways is
provide this service. providing this service. They can give
toy or extra pillow for baby.

45 | P a g e
10 Customer wanted Bengali US Bangla airlines cannot reserve Before flight US Bangla can give
food or heavy meals. US heavy meals because heavy foods options to customer to choose their
Bangla airlines didn‟t or Bengali foods cannot be food from few options so that they
provide that heavy food. reserved for a long time. It will be cannot complain about it later.
ruined and wasted. Moreover, proper storage system
should be introduced.

11 Customer complained They could provide with more

several times for no variation in newspapers and add
entertainment service for They provide newspapers.On some magazines. They could
passengers. June6, 2016 the Daily Observer provide their inflight magazines.
published that USBangla airlines is Even budget airlines like Air Asia
to bring out their own inflight provide with this service for
magazine blue sky which did not domestic flight.
appeared.

Chinese passenger raised a US Bangla compensated the US Bangla should send an apology
complaint for damage of his passenger with 100 dollars (20 letter to the customer for their
12 bag. Customer wanted 200 dollar per KG as per rules). mistake and make a commitment
dollar for service recovery. that it won‟t happen again.

13 A lady customer bag was US Bangla Dhaka compensated Customer should not be waited for a
damaged between the flights with an amount of money. long time. Mistakes of airlines
from Dhaka to Chittagong authority shouldn‟t be suffered by
inflight. Airlines authority customer. Moreover, they need to
was confused in which way compensate with something
the bag was damaged. tangible.
Customer had to wait.

14 One BRAC employee US Bangla authority understood US Bangla must have a confirmation
purchased ticket from an that the problem was from agent system by which they will get
agent. Somehow, the ticket end and after that GM of US notification from wherever customer
pin number was wrong and Bangla visited BRAC office to bought ticket. Moreover, US Bangla
when she visited airport US meet the passenger and apologies airlines should give her discount for
Bangla authority didn‟t to her with a formal apology letter. upcoming flights.
permit her to fly.

15 Customer missed flight just US Bangla Airlines purchased A message might have delivered
for few minutes. ticket from other airlines to help from US Bangla airlines for
the passenger to reach his notifying the customer at least three
destination. hours before the flight.

46 | P a g e
16 A loyal customer requested US Bangla couldn‟t manage that Website should be up to date.
for a travel package from customer and didn‟t offer travel Customer wanted to take the offer
Dhaka to Cox‟s Bazar with package because that time all the after watching website. Moreover,
his family. But the time was aircrafts were full. limited number seat should be
December. Airlines couldn‟t always booked for the last moment
manage the packages. for loyal customers.

17 Aircrafts wheels were US Bangla Airlines didn‟t take any Proper checking before departure by
broken down when the serious steps. What they did was included 272 items which should be
plane was landing. replace the wheels. Action wasn‟t checked. Moreover, they needed to
Customer was terrified by revealed to the passengers. disclose what steps they took not to
this incident. do this same mistake again.

18 Baggage were left behind US Bangla informed its customers There should be proper explanation
and received few days after of the delay and explained that and a crisis handling situation in the
arriving. Over weight of their baggage will be delivered to ground to help the customer
baggage did not let a lot of their homes. They used other understand the situation and be
baggage to be taken on airlines to bring the baggage. updated about how the retrieval
flight. process is being taken place.

19 There is a lot of rush at the US Bangla tries to guide its The customer‟s needs to be notified
airport in the morning passenger to the aircraft when the beforehand of the rush and be
flights. morning rush comes in. Airport is advised to report early. Queuing
incapable of handling the rush. lines and guidelines should be pre-
planned so there is less hassle
around heavy traffic hour.

20 One passenger flew from A lot of customers do not use the There should be an option for
Dhaka to Jessore, he opted shuttle service hence; they charge customers to pre-book and also be
to use the pick and drop the passenger on the shuttle for able to purchase shuttle service
service. However, even using it. tickets on arrival. The charge should
though he had booked his be made easier to pay for customers
service, he was charged for because there was communication
the drop service. Instead he breakage where the consumer did
hoped the service charge not know he had to pay for the
was already included in the service.
ticket.

47 | P a g e
Business Strategy Review

US BANGLA AIRLINES: US-Bangla Airlines is the leading premium airline of Bangladesh, with
impeccable standards of service equipped with incomparable reliability and ultimate flying comfort,
and reaching a milestone for the best on-time performance. Their motto is “Fly Fast Fly Safe”. (US-
Bangla Airlines, 09 July, 2017).

Vision:

Our vision is to be the most Preferred Airline of Asia offering a dependable, utmost safe and
ultimate comfortable service. We aim for absolute excellence in each and every aspect of our
operation, achieved with honest dedication. (US-Bangla Airlines, 09 July, 2017).

Mission:
• Expand internationally, providing cost-effective air travel options
• Provide an outstanding customer experience with the highest level of service provided by well-
trained and dedicated employees
• Maintain consistency in applying highest standards of safety and comfort.
(US-Bangla Airlines, 09 July, 2017).

Values:

1. Safety
2.Efficiency
3.Teamwork
4.Consistent learning
5. Contribution to the nation's economy
(US-Bangla Airlines, 09 July, 2017).

New Service Strategy Development

To develop a new service strategy there needs to be combination of resources which allow the
company to best feed from ideas and best execute the idea. Fundamental resources are team, time
and budget. These are the nerve center of developing a new service. At US-Bangla, the head of each
department sits with the board to discuss the feedback taken from employees and plan forward on
developing a better route to the problematic issues. Once the route is discovered, selected people

48 | P a g e
from each department related to the new service and its employees are chosen in order to work as a
team to develop the new service. There they figure out the time required and the cost the company
has to incur.

Our proposal of a new service

The new service is an app that allows better customer experience. The company‟s mission, vision
and business objective is in sync with the new app system which relates to promise of delivering on-
time excellent service. Hence, it is worthwhile to develop an app that makes the lives of the
customers easier. The app will be called “US-Bangla mobile”.

Idea Generation

Here, the team selected is given the job of generating ideas for an upcoming service. The idea is
generated from data collected from all levels such as consumers, employees and competitors. One of
the focus points behind idea generation at US-Bangla is the daily feedback from the employees. This
gives light to new ideas.

Our proposed idea of “US-Bangla Mobile” was developed on a similar setting, although there
weren‟t any US-Bangla officials involved, the idea generation was acted after heavy research and
identifying their methods. We selected a team of four people, were we enacted to be officials of US-
Bangla and dig to find new service idea based on the data collected. Brainstorming sessions were
conducted along with competitor research and the new gap was identified. Currently, there are no
other airlines with an app service that makes customers lives easier in Bangladesh. Hence, we
decided to go forward with the idea.

Concept Development & Evaluation

US-Bangla Mobile

It is a smart mobile application created for both the IOS and Android platform. Just like any other
app it adds speed and saves hassle in terms of consumer experience. The benefits that the app
provides to its consumers are flight status, helps manage bookings, let‟s the consumer check-in and
e-boarding pass. It lets the consumer have an account storing valuable information such seat status,
pre-booking flights, scheduling travels, storing points for travel and recommended travelers to their

49 | P a g e
comfortable needs. The app can have many features such as real time help for the consumers to
overcome airports which sometimes feel like a marauders map.

Evaluation

The idea is the first of its kind in Bangladesh. Other competing carriers are yet to adapt to such an
idea; however, international airlines for a long time has been using the benefits of mobile apps.
Some of the benefits that were evaluated when adjusting for US-Bangla are, elimination of
commission fees being cut by agency as the app can cut through the middlemen and directly sell to
consumers. The company now also has a better opportunity to market to its consumers through
promotions and make them loyal as number of encounters increase. On the other hand, heavy
investments are required to develop the internal systems to sync to the app. Each stage of the
process has to connect with the app, hence it is also a challenge to be able to connect. Whatever the
case, the long-term benefits exceed the short-term cost.

Business Analysis

Key Partners – Airlines, software developers, catering service, airports and other third parties.

Key Activities – Flight status, manage bookings, let‟s the consumer check-in and receive e-boarding
pass. It also lets the consumer have an account storing valuable information such seat status, pre-
booking flights, scheduling travels, storing points for travel and recommended travelers to their
comfortable needs.

Value proposition - Better experience, faster delivery of product, hassle free movement, less paper
work, more exchange of information, faster reaction and more connectivity.

Customer Relationship – Can increase encounters and develop a long lasting relationship.

Cost structure- This is how much is required as a fixed cost, however, there are other hidden cost
for which data is unavailable. Costing retrieved from techmakerbd.com.

50 | P a g e
Features Technology Development Cost
Duration
# User Login #Android Planning – 3 Weeks Build Cost- 3,50,000
# Online Booking #Google API Design -2 Weeks Maintenance- 30,000
# Online Payment #Location GPS Design Approval-
1Week
# Notification #Phone Call, Message Development- 6
Weeks
# Reminder #Framework Beta Testing- 2 Weeks
# Offers
# Use promo code
# Point on purchase
# Direction to
airport
# Flight Status
# Trip History
# Package Selection
# Trip helper
# Helpline chatting
# Airport Map
Technology

Revenue – Ad mobs, subscription fee, up selling and cross selling.

Service development & Testing: There is no particular documentation involved in launching of

the app.

Market Testing: A pilot project will be carried out in a particular flight, where the consumers will
be educated and be seen to use its services for their return flights. Feedbacks will be gained online.
All experiences would be tracked and later taken for evaluation.

51 | P a g e
Commercialization: The feedback received from the market testing will allow us to understand
whether it is ready for a full-scale launch. If the studies are positive then the company will go for a
full scale launch.

Post Introduction Evaluation

The evaluation will determine if the new service require any minor changes required. This can be
considered the last stage of evaluation of the new services.

52 | P a g e
Integrated Marketing Communication (IMC)

We have done several researches from the customer base and the authority about how US Bangla
Airlines is communicating with the customers. IMC which means Integrated Marketing
Communication is one of the most important elements to do business in this competitive airlines
market where there are huge competitors like Biman Bangladesh, Regent Airways, Novo Air and
others. Moreover, US Bangla Airlines has their own strategy to do marketing. Since US Bangla
Airlines is the leading airlines in domestic flights so they prefer “word of mouth” as marketing
strategy in the first priority.

Though US Bangla Airlines holds the leading position but to remain stay in the leading position they
need to do some campaigns. Mainly, their current IMC plan includes few elements like –

1. Discount offers in domestic flights.

2. Discount offers in international flights.
3. Discount for senior citizens, freedom fighters and defense people.
4. EMI offers in flights.
5. Travel packages.
6. Association with different organizations.

Communication Media:
Mainly US Bangla Airlines do not do conventional marketing like bill boards or newspaper
advertisements. They have valid reasons for that. Bill boards are avoided mainly for three reasons.
Number one reason is bill boards are not much effective nowadays. Number two reason is
government has some issues with bill boards. Government break all the bill boards to clean the city.
So it is a loss project to give bill boards by expending few lac taka. Last but not the least; US Bangla
Airlines do not target the audience whose eye catches the bill boards. Bill board is not the right
platform for them. So, they do not do bill board marketing. Newspaper is an old way and no one‟s
read newspaper in a daily basis. So US Bangla Airlines do not give newspaper advertisement.

Mainly, US Bangla Airlines communicate with customers through TVC, Social Media and bulk SMS.
They have several TVC‟s and their social media reach is quite good enough. They have huge number
of loyal customer base to whom they send SMS about their offers. In addition, they have YouTube

53 | P a g e
channel where they promote their regular activities. Last year in 2016 they spent 3 Million US Dollar
for their marketing cost.

Communication Message:
US Bangla Airlines communicate different types of messages in different advertisement or social
media posts. For example; for luggage service US Bangla Airlines is communicating they have the
fastest luggage service for immigration. The communication is – “You don’t have to wait for your
luggage, your luggage will wait for you”. After that, for business class people they have shuttle
service to the airport. US Bangla Airlines do not want business class people to miss the flight. So
they communicate – “You don’t have to go to airport, airport will come to you”. Later on, they
communicate to passengers for scarifying. The communication is – “We sacrifice for you so that
you don’t have to sacrifice any important meetings for us”. To make US Bangla passengers feel
close to the brand they communicate – “US Bangla believe customers are part of their family”.
Last but not the least, customers who missed their flight they have communication for them. The
communication is – “Sorry that you missed the flight and thank you for believing us”. In
addition, they always communicate their achievements and strong points like they have 98.7% on
time departure, global standard safety and highest number of flights in domestic arena. So, these are
the communications they say to promote them.

Communication Time:
Since as per US Bangla authority they don‟t have any specific time for promotion but they promote
different campaign in different times for different customer segments. For example; US Bangla
Airlines promote Cox‟s Bazar or Sylhet flights from August to February. Otherwise, they rarely offer
packages for Cox‟s Bazar and Sylhet other months. In addition, in international flights they offer
packages in vacations and occasions so that families and friends go to trip with a lot number of
people.

The Big Idea:

Tagline:
US Bangla Airlines tagline is “Fly Fast, Fly Safe”. This represents US Bangla Airlines has 98.7% on
time departure and global standard safety. They promote it because these are the strongest part of
US Bangla Airlines.

54 | P a g e
Campaigns:
US Bangla Airlines has several campaigns. Some of the campaigns are –

(i) Discounts on domestic and international flights: US Bangla Airlines is giving discounts
on domestic and international flights based on occasions and vacation times.
(ii) Discount for senior citizens, freedom fighters and defense people: US Bangla Airlines is
providing 20% discounts for senior citizens, freedom fighters and defense people.
Special offer is given on December for freedom fighters.
(iii) EMI offers: US Bangla Airlines has very interesting EMI offers available for tour
packages. You can avail 6 months EMI (Equated Monthly Installment) to pay the airline
bill, hotel bill, food bill and other expenses.
(iv) Travel packages: There are exiting travel packages available for each country they fly.
Anyone can avail these offers and Sky Star subscribers has more facilities. Moreover,
they book the hotel and other facilities for their passengers.
(v) Association with different organizations: US Bangla has association with other
organizations just for keeping good relation with their customers. Since US Bangla has a
facility called Sky Star program by which they give several other offers other than their
basic airlines facilities. Most of them are discounts offer from different shops, brands,
hospitals and others. For example; The Mughal Kitchen, Zaara, Vasavi, Hotel Sarina,
Women‟s World, United Hospital and other places. US Bangla is offering a lot of
discount offers for their Sky Star passengers.

IMC Plan for Upcoming Year(s):

The system US Bangla Airlines is using is 3 years old. They are going to introduce new system in
July-August 2018. The system will be introducing new system for ticket purchasing, ticket booking,
app development, social media interaction and other way of communication to customers. CEO of
US Bangla Airlines said – “We have the capability to change the system right now but we are
not changing it just because of our customers. Customers do not like radical changes. We
will change it eventually step by step within next year. In addition, new app will be
introduced at the same time so that our customers can reach us easily”. Here is the full
Integrated Marketing Communication plan for US Bangla Airlines for 2018.

55 | P a g e
Family first:
In this campaign period US Bangla will have some great travel package deals for family. This
campaign will have TVC and newspaper advertisement. For newspaper they will be using
ProthomAlo and TVC will be telecasted in YouTube and Facebook. This campaign will run for the
first quarter when most of the people try to travel with his or her family.

Budget: 1.5 Million Taka

Campaign period: (January‟18 – March‟18)

Superhero’s never die:

In this special campaign period US Bangla Airline will provide discount for freedom fighters and
their family members. Moreover, they will help some of the freedom fighters who are old enough.
Only TVC will be made and it will be telecasted on TV channel and social media platform.

Budget: 2 million Taka

Campaign period: November‟18 – December‟18.

The app project:

US Bangla airlines mobile app will be introduced in third quarter (July‟18-September‟18) and new
system will be incorporated. It‟s the biggest project of the year. They will be spending money on its
marketing. US Bangla will be publishing this news to paper, TV channels, radio and social media.
They will make several TV commercials. For TV channel they will choose “RTV” since they has the
most TRP and after that “Channel i” because of its brand value. In addition, some other channels
will be used for showing their advertisement. For radio they will use Radio foorti and ABC Radio
for promotions. For newspaper they will use ProthomAlo for this campaign. Social media like
Facebook and YouTube will be the main via to promote this app. US Bangla will take help from the
developer and engineers to track customers every step. Endorsed celebrity will help in this issue. The
TVC made for TV will also be used in Facebook and YouTube.

Campaign period: July 2018 to December 2018

Campaign budget: 50 million Taka.

56 | P a g e
Be Sky, Be Star:
For Star sky subscriber US Bangla will make some promotional offers in different places like hotels,
restaurants. Hospital, saloon and other places. Most of the Star Sky subscribers don‟t know the
process or actual offers. So to make them knowledgeable about these campaigns US Bangla will
make some TVC for television and social media platform where they will show the benefits of being
the sky star customer.

Campaign period: Throughout the whole year

Budget: 3 Million Taka

These are the basic plans for IMC. Moreover, they will cover e-mail marketing, bulk SMS and
corporate deals to get more advantage.

57 | P a g e
58 | P a g e
Recommendation

 Introduce US Bangla Android Apps

Android Apps makes your life easier. So we want to introduce new android apps so that the
customer gets better service in a fast way. There are different types of features and we believe it‟s
enlightening the quality of the service. Delta Airlines already introduce the apps named “The Fly
Apps” and it‟s very popular among the passenger. We believe this app will bring competitive
advantage for US Bangla Airlines.

 Automated Assistant

Automated Assistant helps a person to know the general information. Passenger is very happy with
the service because it is automated and replies very fast. Customers can get their information very
easily and no need to wait. Alaska Airlines introduce automated assistant called “Ask jenn”. So US
Bangla Airlines can introduce the service.

 Baby Travel Support

While travelling in any airlines are you worried about your baby? If yes then baby travel support
can be a good approach for targeting the parents. Airlines can be provided extra pillow and some
necessary items for your baby. Japan Airlines provided Baby travel support as a service to attract
customers.

 Variation on meal for International Flight

Everybody wants variation in meal. There are some factors like religious, social that make people so
confuse that sometimes they cannot eat their meal on Board. We believe US Bangla Airlines can
introduce some meals especially International flights and the food names give a great relief to the
passengers. For example,

 Vegetarian Meal
 Dietary Meal
 Muslim Meal
 Hindu Meal
 Diabetes Meal

59 | P a g e
  Baby Meal

They can also categories the meal system such as: Veg, Non Veg, Chicken and beef.

Delta Airlines introducing some of the meal for their consumers.

 Extra legroom seat

Some passenger always need extra legroom seat but most of the cases they are dissatisfied except the
business class seat. So airlines can build at least 4 extra legroom seat for comfort. They can also
charge for it so as well as it is a good business strategy with customer satisfaction. Qantas Airlines
provides extra legroom seat for its customers.

 Surprise program for customer

People love surprises. It depends how you surprise your customers. For this particular segments
Airlines needs strong analytical and technical support team. For example, while purchasing the ticket
customer gives some personal information. So here technical team can search the passenger‟s birth
date on social networking site and surprise the passenger at the airport. They can give a flower or a
small gift for celebrating birthday. When a flight is delayed and passengers have to wait for a long
time, then airlines can take some initiatives to surprise its customers. It can create a positive image as
well as build strong relationship and makes loyal customers. Dutch Airlines introducing some kind
of surprising activities.

 Surprise promotional campaign

Surprise Promotional Campaigning should be attractive for the customer and benefited for the
company. Set the campaigning in different way so that the customers are not only surprised but also
amazed to see the activity. For example: Nivea Airport stress test commercial ads.

60 | P a g e
Conclusion

Though US-Bangla Airlines started their service on July 2014 with domestic flights, they acquired
two Bombardier built DASH 8-Q400 aircrafts after few months of operation. The Airline initially
All Q400 aircraft are configured by 76 seats in single cabin with high speed propeller engines which
can fly at jet speed of 667 kilometers per hour. In reality, Q400 is the fastest propeller aircraft and
also one of the safest aircraft with no record of fatal incident. In domestic route there were many
competitors such as Biman Bangladesh airlines, Regent air and Novo air but US-Bangla Airlines
manage their position successfully in this field. It can be only possible because of providing
impeccable standards of service equipped with incomparable reliability, ultimate flying comfort and
reaching a milestone for the best on-time performance. As a result, we said „US-Bangla‟ as a leading
premium airline of Bangladesh.

Their expressed motto is “Fly Fast Fly Safe”. In the midst of national and local carriers, currently
US-BANGLA Airline is operating maximum number of flights, transported maximum number of
passengers which is about 50% of the total domestic market share. Furthermore, they have a
massive and rapid improvement in international destinations. On May 2016 with its entry into the
international air routes started through Kathmandu, Nepal. Besides Kolkata, Singapore & Kuala
Lumpur is operating. The latest destination which they introduced recently is „Bangkok”. Further
wings over to Guangzhou, Doha, Paro, Dubai and Jeddah are under their pipeline. Three more
Boeing 737 – 800 will join in fleet by April 2018 and also the company is planning to procure some
wide body aircraft like Airbus 330 – 200 in near future. Because of above achievements US-Bangla
Airlines has been adjudged as "The Best Domestic Airlines" - for the year 2014 & 2015 by
Bangladesh Travellers Forum.

Three most important aspects are Safety, On-time performance and Passengers‟ comfort is always
given utmost importance in our airline. They are maintaining on-time departure very rigorously
which is about 98.7%; the highest amongst all Bangladesh national and non-government carriers. It
makes them “The Most Preferred Domestic Airlines”. From the surveys we have found some gap
between expectation & perception and tried to recover it by showing authentic reference that how
customer relationship can be strengthened. A strong IMC plan has also been made in order to reach
out to the potential and existing customer‟s satisfaction.

61 | P a g e
“Customers don’t expect you to be perfect. They do expect you to fix things when they go
wrong”

- Donald Porter, vice president of British Airways

To conclude I would like to say, in this competitive industry customers always have options to
choice my competitor if I could not provide best quality of service. Actually service sector is very
sensitive. Customers‟ expectation always becomes high. So, a service provider has to provide the
maximum scale of satisfaction within his limited resources. In this world there is no alternative
option remaining without maximum effort of good service.

62 | P a g e
Reference:

1. (US-Bangla Airlines, 09 July, 2017). Retrieved from (https://us-

banglaairlines.com/welcome/about_us)
2. User, S. (n.d.). Search, Experience, and Credence Attributes. Retrieved July 17, 2017, from
http://theorybiz.com/implementing-value-pricing/how-people-buy/584-search-experience-and-
credence-attributes.htm
3. 15 Worst Airlines in the World. (n.d.). Retrieved July 17, 2017, from
http://www.escapehere.com/trending-travel/15-worst-airlines-in-the-world/
4. McLeod, S. (2016, September 16). Maslow's Hierarchy of Needs. Retrieved July 17, 2017, from
https://www.simplypsychology.org/maslow.html

5. R.ARCHANA, D. (2012). A STUDY ON SERVICE QUALITY AND PASSENGER

SATISFACTION. India: International Journal of Multidisciplinary Research. Retrieved from
http://www.prosperfinancialmanagement.com/assets/client_files/PDFs/jd.pdf
6. David Gilberta, R. K. (2002). Passenger expectations and airline services: a Hong Kong based study.
Hong Kong: Surrey European Management School. Retrieved from
http://myweb.ncku.edu.tw/~cfchen99/2006-18-
18passenger%20expectations%20and%20airline%20services-
%20a%20Hong%20kong%20based%20study.pdf
7. Sveinn. V. Gudmundsson, R. M. (2017). Passengers‟ perceptions of low cost airlines and full service
carriers. Retrieved from http://www.sciencedirect.com:
http://www.sciencedirect.com/science/article/pii/S096969970500013X
8. Etihad Global. (2017). Etihad Chauffeur - Etihad Airways. [online] (Accessed 17 Jul. 2017)
9. http://www.etihad.com/en-us/experience-etihad/etihad-chauffeur/
10. Staff Reporter. (2017). - ‘ ’.
[online][Accessed17Jul.2017].
11. http://www.banglanews24.com/tourism/news/bd/573986.details#1

63 | P a g e
12. Short-haul cancellations | UK Civil Aviation Authority. (n.d.). Retrieved from Caa.co.uk:
https://www.caa.co.uk/Passengers/Resolving-travel-problems/Delays-
cancellations/Cancellations/Short-haul-cancellations/
13. (n.d.). Retrieved from Hawker.com.bd:
http://www.hawker.com.bd/news_details.php?news_id=520228&rip=rip
14. United Airlines Announces Changes to Improve Customer Experience. (2017, april 27). Retrieved
from http://newsroom.united.com/2017-04-27-United-Airlines-Announces-Changes-to-Improve-
Customer-Experience
15. Aviation News. (n.d.). Retrieved July 17, 2017, from http://aviationnewsbd.com/?p=35464

16. Figure 2f from: Irimia R, Gottschling M (2016) Taxonomic revision of Rochefortia Sw. (Ehretiaceae,
Boraginales). Biodiversity Data Journal 4: e7720. https://doi.org/10.3897/BDJ.4.e7720. (n.d.).
doi:10.3897/bdj.4.e7720.figure2f

17. Gulliver. (2010, December 29). Six ways airlines could communicate better. Retrieved from
https://www.economist.com/blogs/gulliver/2010/12/flying_snowpocalypse
18. NewsAsia, C. (2017, july 11). Commentary: Airlines should communicate with empathy when flight
delays occur. Retrieved from http://www.channelnewsasia.com/news/business/commentary-
airlines-should-communicate-with-empathy-when-flight-9021798
19. Ostrower, J. (2017, May 3). American Airlines is cutting more legroom in economy class. Retrieved from
CNNMoney: http://money.cnn.com/2017/05/02/news/companies/american-airlines-
legroom/index.html
20. Santos, R. (n.d.). Wi-Fi at NAIA gets major upgrade. Retrieved July 17, 2017, from
http://www.philstar.com/headlines/2016/09/24/1626857/wi-fi-naia-gets-major-upgrade
21. Reporters, T. (2017, May 27). British Airways chaos: All flights cancelled at Heathrow and Gatwick
after global computer failure. Retrieved July 17, 2017, from
http://www.telegraph.co.uk/news/2017/05/27/british-airways-chaos-computer-systems-crash-
across-world-causing/
22. 16Velasco, A. (2017, June 30). Sunwing Airlines To Offer Victoria - Puerto Vallarta Vacation
Packages. Retrieved July 17, 2017, from https://vallartalifestyles.com/sunwing-airlines-offer-victoria-
puerto-vallarta-vacation-packages
23. Stuff Reporter. (n.d.). Retrieved July 17, 2017, from https://www.united.com/web/en-
US/content/travel/baggage/lost-onboard2.aspx

64 | P a g e
24. Witschge, L. (2017, July 17). Justice elusive 3 years from MH17 crash in east Ukraine. Retrieved July
17, 2017, from http://www.aljazeera.com/indepth/features/2017/07/years-mh17-crash-east-
ukraine-warzone-170716065152686.html

25. (Aksoy, Atulgan&Atilci ,2003)

26. (Shaw, S. 2004)

27. TechMaker BD. (2017). TechMaker BD. Retrieved 18 July 2017, from http://techmakerbd.com
28. Jet airways (2017). Jetairways.com. Retrieved 18 July 2017, from
https://www.jetairways.com/EN/IN/TravelInformation/infahttp://www.worldairlineawards.com/
Awards/worlds_best_cabin_staff.htmlnt-and-child-
care.aspxhttp://www.worldairlineawards.com/Awards/worlds_best_cabin_staff.html
29. Ryanair among Britain's top airlines in offering most legroom. (2017). Mail Online. Retrieved 18 July 2017,
from http://www.dailymail.co.uk/travel/travel_news/article-2751768/The-British-airlines-offering-
passengers- legroom-revealed-British-Airways-coming-Ryanair-THIRD-place.html
30. Desk, S. (2017). US-Bangla Airlines adds first Boeing 737-800 to fleet. The Daily Star. Retrieved 18 July
2017, from http://www.thedailystar.net/business/us-bangla-airlines-adds-first-boeing-737-800-fleet-
1297678

31. travel3sixty | travel 3Sixty°. (2017). travel 3Sixty°. Retrieved 18 July 2017, from
https://www.travel3sixty.com/

32. US Bangla Airlines to publish in-flight magazine Blue Sky. (2017). Observerbd.com. Retrieved 18 July 2017,
from http://www.observerbd.com/2016/06/06/154968.php

33. Recklies, D. (2017). Understanding and Managing Customer Perception. Themanager.org. Retrieved 18 July
2017, from http://www.themanager.org/2015/01/customer-perception/

34. (2017). Retrieved 18 July 2017, from https://carleton.ca/economics/wp-content/uploads/he-

chowdhury-erfan.pdf

35. US-Bangla Airlines. (2017). Us-banglaairlines.com. Retrieved 18 July 2017, from https://us-
banglaairlines.com/welcome\

65 | P a g e
36. US-Bangla launches Pick and Drop Service for Business Class passengers – Breaking News. (2017).
Aviationnewsbd.com. Retrieved 18 July 2017, from http://aviationnewsbd.com/en/2017/03/14/us-
bangla-launches-pick-and-drop-service-for-business-class-passengers/

37. US-Bangla launches Pick and Drop Service for Business Class passengers – Breaking News. (2017).
Aviationnewsbd.com. Retrieved 18 July 2017, from http://aviationnewsbd.com/en/2017/03/14/us-
bangla-launches-pick-and-drop-service-for-business-class-passengers/

38. Waddell, K. (2017). Why Airlines Can Get Away With Bad Customer Service. The Atlantic. Retrieved 18
July 2017, from https://www.theatlantic.com/business/archive/2017/04/why-airlines-can-get-away-
with-bad-customer-service/523011/

39. BURROS, M. (2017). AIRLINE MEALS: ARE THEY ALL THE SAME?.Nytimes.com. Retrieved
18 July 2017, from http://www.nytimes.com/1985/06/12/garden/airline-meals-are-they-all-the-
same.html?pagewanted=all

40. Resources.southco.com. Retrieved 18 July 2017, from http://resources.southco.com/aerospace/smaller-

access-components-make-a-big-impact-in-aircraft-seating-design

41. Qantas.com. (2017). On-time performance. [online] Available at: https://www.qantas.com/us/en/travel-

info/flight-status/on-time-performance.html [Accessed 18 Jul. 2017].

42. Philippineairlines.com. (2017). Online Booking. [online] Available at:

https://www.philippineairlines.com/FAQs/OnlineBooking [Accessed 18 Jul. 2017].

43. Aircraftinteriorsinternational.com. (2017). High-speed internet now available on Turkish Airlines. [online]
Available at: http://www.aircraftinteriorsinternational.com/news.php?NewsID=36356 [Accessed 18
Jul. 2017].

44. Newstoday.com.bd. (2017). US-Bangla Airlines launched attractive Holiday Packages. [online] Available at:
http://newstoday.com.bd/index.php?option=details&news_id=2424389&date=2015-10-14
[Accessed 18 Jul. 2017].

45. Saudia.com. (2017). Refund. [online] Available at: http://www.saudia.com/TRAVEL-WITH-

SAUDIA/Book-with-Us/Reservation-Services/Refund [Accessed 18 Jul. 2017].

66 | P a g e
46. Airlinetrends.com. (2017). AirlineTrends » KLM’s ‘Lost & Found Team’ aims to return lost items to passengers
on the spot. [online] Available at: http://www.airlinetrends.com/2014/09/29/klm-utilizes-social-
media-for-instant-lost-found-service/ [Accessed 18 Jul. 2017].

47. NARITA INTERNATIONAL AIRPORT OFFICIAL WEBSITE. (2017). Passenger Service Facility
Charge (PSFC) and Passenger Security Service Charge (PSSC) | NARITA INTERNATIONAL AIRPORT
OFFICIAL WEBSITE. [online] Available at: https://www.narita-airport.jp/en/faq_ask/psfc/
[Accessed 18 Jul. 2017].

48. Creamer, S. (2017). Integrated Marketing Strategy – Aligning Objectives to Gain Customers. [online] Screamer
Co. Available at: http://screamerco.com/aligning-objectives-to-gain-customers/ [Accessed 18 Jul.
2017].

49. Bangladeshmonitor.com. (2017). Cite a Website - Cite This For Me. [online] Available at:
http://www.bangladeshmonitor.com/prints/aviation/81 [Accessed 18 Jul. 2017].

50. Raj, V. (2017). Is your Aircraft Reliable?. [online] Blogs.ramco.com. Available at:
http://blogs.ramco.com/aircraft-reliable [Accessed 18 Jul. 2017].

51. LOT.com. (2017). Loyalty programs. [online] Available at: http://corporate.lot.com/pl/en/loyalty-

programs [Accessed 18 Jul. 2017].

52. For the third year in a row. (n.d.). This is America's least favorite airline (hint: it's not United).
Retrieved July 18, 2017, from http://money.cnn.com/2017/04/25/pf/best-worst-airline-customer-
satisfaction/index.html

53. How Delta is trying to fix the problem of lost and delayed luggage. (n.d.). Retrieved July 18, 2017,
from http://www.latimes.com/business/la-fi-lost-luggage-delta-20160831-snap-story.html

54. Loyalty programs. (n.d.). Retrieved July 18, 2017, from http://corporate.lot.com/pl/en/loyalty-
programs

55. McLeod, S. (2016, September 16). Maslow's Hierarchy of Needs. Retrieved July 17, 2017, from
https://www.simplypsychology.org/maslow.html

67 | P a g e