Quality improvement in airfreight service : case study of Lufthansa Cargo Ag

Abstract

This study aims to evaluate between customer satisfaction and customer expectation in airfreight industry. Results show a competitive position and guide identify areas of improvement for air carrier. Lufthansa Cargo AG, Bangkok is a case study to demonstrate a measurement of different customer's expectations by survey 48 authorized agents of Lufthansa Cargo AG. Six service attributes of airfreight service quality will be studied 1) Customer Service, 2) Product Portfolio, 3) Transport Management, 4) Claim and Complaint Management, 5) Proactive Information, and 6) Price Performance. There are 5 steps to complete this study. 1) Gather all relevant information of service offer in Bangkok market by interview, 2) Identify areas for airfreight service evaluation from researches and studies, 3) Set a questionnaire scoring before launch to target group and evaluate those data by using computer program, 4) Create A Performance Evaluation Matrix and Competitive Position Matrix from evaluation results, and 5) Identify areas service quality improvement for LCAG. Results identify two service attributes which are needed to improve; Product Portfolio and Price Performance, respectively. Furthermore, the first three attributes that customers concerned when using air transportation are Transport Management, Price Performance and Customer Service. However, a study about competitors' must be considered before create in a set of business strategic plan for an effective internal resources utilization.