Figure 1.1: Business model
Figure 1.2: Vietnam aviation market size in annual passengers 2011 to 2016
Figure 1.3: Vietjet business performance 2017
Figure 1.4: Vietnam aviation growth
Figure 3.1: Vietjet overall service quality rate 2017- 2018
Figure 3.2: Service quality rate by services provided 2017- 2018
Figure 3.3: Vietjet Customer’s complaints 2018
Figure 3.4: Vietnam air transportation market share 2018
Figure 3.5: Comparison image comparison between VNA and Vietjet
Figure 3.6: Price comparison of four Vietnam aviation companies
Figure 3.7: Bamboo transportation term and regulation
Figure 3.8: Vietjet transportation term and regulation
Figure 3.9: Phases of the Air- Travel Experience
Figure 3.10: Total of delayed flight first half of 2018
Figure 3.11: Initial symptom and potential problems map
Figure 3.12: Initial symptom and main problem map
Figure 4.1: Initial causes and effect map
Figure 4.2: The general process of initial training for ground staff in Vietjet
Figure 4.3: Final causes and effect map

List of tables

Table 3.1: Vietjet KPI performance 2018
Table 3.2: Service quality rate by services provided
Table 3.3: Reasons customers choose Vietjet
Table 3.4: Summary passenger’s interview
Table 3.5: Comparison of satisfaction rate 2017- 2018
Table 3.6: Rate of staff attitude satisfaction- 2018
Table 3.7: Task accomplishment evaluation – 2018
Table 3.8: Inflight service quality rate
Table 3.9: Ground staff evaluation report 2018
Table 5.1: The costs of private course of training ground service agents and recurrent training
Table 5.2: Cost of outsourcing initial training course and recurrent program
Table 5.3: The costs of consulting specialists and recurrent training
Table 5.4: Action plan of training program

Abbreviation

Index	Abbreviation	Description
1	CAAV	Civil Aviation Administration of Vietnam
2	CAPA	Centre for Aviation
3	FSC	Full Services Carrier
4	HR	Human Resources
5	HRM	Human Resources Management
6	LCC	Low Cost Carrier
7	VNA	Vietnam Airlines
8	Vietjet	Vietjet Aviation Joint Stock Company

EXECUTIVE SUMMARY

The aviation industry in Vietnam becomes more competitive in recent years. Vietjet Aviation Joint Stock Company now has to compete with various airlines and one of big rivals is Vietnam Airlines, the state owned organization with famous reputation. Vietjet attempts to retain loyal customers and establish themselves, so they have to pay attention on improving the service quality rate. It is not a stretch to say that customer retention in service industry depends on customer service. Today, customers are more knowledgeable of their options among various offerings, which is the main reason that airlines seek to enhance customer services.

The purpose of this research is to explore the causes of poor of customer service attitude of Vietjet ground service agents. This problem is searched through the symptoms of KPI achievement failure and low service quality rate year by year. Though the internal data combined with in depth interviews, the thesis has defined three potential problems, which are high competition, visa restrictions and customer dissatisfaction. In the issue of dissatisfaction, there are three elements contributing to that are uncomfortable air travel experiences, ground staff attitude and poor of in- flight services. By the method of collecting data, literature supported and interviews, the thesis finds out main problem leading to customer dissatisfaction and KPI achievement failure is unprofessional ground service agent’s attitude.

The findings of this thesis reveal that main cause of staff attitude problem is the poor of initial training and recurrent program for ground service agents working at airports. In the current of Vietjet context, the most suitable solution suggested is outsourcing consultants instructing initial training course and conduct e- learning system for existing staff periodically. The findings are investigated in details accompanied with recommendation and detailed implementation plan for board of management consider with an aim to increase level of service quality rate, they also are known as foundation for customer satisfaction and enhance passenger transportation revenue for airline.

CHAPTER 1: COMPANY BACKGROUND

1.1. History

Established on 23rd July, 2007, Vietjet Aviation Joint Stock Company (Vietjet) operates on low cost model transportation to offer travelling services that would accommodate demands of Vietnamese and international passengers. Vietjet always aims to provide safe flights with excellent service quality in domestic and Asian region. Vietjet spent four years on good preparation in resources, systems and finance to ensure sustainable development when joining to Vietnam aviation industry. In 2018, Vietjet has met the air travelling demand of millions passenger, contributing to the growth of Vietnam aviation and tourism industries and the economic development as well. After 6 years taking off, Vietjet has established itself in aviation market with a large portion of market share; achieved significant milestones in the journey of sky conquering.

ĐỂ BIẾT THÊM THÔNG TIN TOÀN BỘ BÀI VIẾT XIN QUÝ KHÁC LIÊN HỆ

Hotline, ZALO : 0916 559 538

Mail: chuyenvietlvthacsi@gmail.com

Kinh tế, LUẬN VĂN ĐÃ VIẾT, LUẬN VĂN TIẾNG ANH, Uncategorized, Văn hóa xã hội

POOR GROUND SERVICE AGENT ATTITUDE AT VIETJET AVIATION JOINT STOCK COMPANY

International School of Business

MASTER OF BUSINESS ADMINISTRATION

Table of contents

List of figures

List of tables

Abbreviation

EXECUTIVE SUMMARY

CHAPTER 1: COMPANY BACKGROUND

1.1. History

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