write down hypothesis development.

Case study:

A study on the impact of airline service delays on emotional reactions

And customer behavior

INTRODUCTION:

BACKGROUND:

A service delay is defined by this study as the amount of time that when airlines have an airplane, customers are expected to wait service for transport. This description is structured to restrict the notion of waiting time to the amount of time needed by customers wait for an airline service thus leaving space for an overview of the airline service. The waiting period that each phase of the air service requires a mechanism that could increase the waiting time Taylor (1994). People prefer to have a service failure when witnessing a service failure, Emotional reaction immediately. Precedence factors, for example, an unreasonable product payment fee, such as a flight arrival delay, Boredom during a wait and discount rates for conceiving both clients cause customers immediate negative emotions. Negative emotions form ideas that have acquired much recognition from various researchers in fields related to marketing. Latest researches that deal with happiness or satisfaction market dissatisfaction have stressed the role of emotional Answers with regard to experiences of consumption. A progressively rising numerous experiments have attempted to prove that negative outcomes are negative. Emotions serve to affect pleasure and or disappointment (Sohn, 2005; Van Vaerenbergh et al., 2014). Times of waiting have Words such as disappointment, confusion, and uncertainty have been defined differently. Disappointment, disgust, discomfort, and desire, and the chilling effect (Katz et al., 1991).

PROBLEM STATEMENT:

Aviation industry is the vast airline industry and there are many department which handle the industry and if any of the department get some issue or problem due to any reason so the whole system get effected and due to which many flight get delay. Passenger pay a lot of money to travel from airline and to reach its destination on time if flight get delay due to any reason so passenger get dissatisfied and naturally negative emotions appears.

To manage the delay or to handle it we need to prepare a perfect system which can only monitor the system due to which flights are getting delay and we have to identify the main factor and the reason due to which flight getting delay the most and if flight get delay we have to trained our employ in a manner which can handle the passenger and get them satisfied.

RESEARCH:

Delay in airline industry or aviation industry is very common especially in Pakistan. Delay should be of any reason it should be intentional or unintentional in both of the cases it effect passenger satisfaction and if ones the satisfaction is affected so it will definitely change the behavior of the passenger. Service delays are a very prevalent experience for passengers. Today, many individuals consider these delays to be a waste of time, and due to delays, no consumers enjoy waiting for long periods because everyone want to reach their destination on time. If passengers perceive their waiting period as long because of a service delay, the level of service would be deemed poor, resulting in consumer frustration and negative behavioral intentions. (Taylor, 1994; Tom and Lucey, 1995; Van Vaerenbergh et al., 2014). Service delays thus adversely impact expectations of service efficiency as well as levels of satisfaction and behavioral intentions. Therefore, many service-based businesses aim to reduce service delays. (Bielen and Demoulin, 2007).The customer has to delay with the airline. If there is a delay, they are not happy at all and they are not enjoying it. This has a negative customer effect. If the airline has been delayed by a technical problem. We accept that consumers are unhappy and have an impact on their loyalty. Emotional solutions to failures in service Rage and confusion (i.e. basic dissatisfaction) can be classified, but affirmative answers are also possible and should be possible. To achieve a more balanced understanding, we are going to research it and eradicate this issue. The aim of our research is to have an effect on the consumer (Weiner, 2000; Casado Diaz and Mas Ruz, 2002). If the airline service is delayed, we will analyze it. We will compare this study with research papers by another's author and well highlights into the points.

Q. What happens to the customer if the airline is delayed?

Q. How passengers behave if the airlines get delay?

Q. Can we overcome the delay problem in aviation sector?

Brief Literature Review & Knowledge Gaps:

Customer satisfaction:

For many businesses, customer loyalty is a strategic priority (Patterson et al., 1997; Mittal and Kamakura, 2001). Companies hope to build loyal customer bases and establish a competitive advantage by exceeding customer loyalty without impacting profit margins (Parasuraman et al., 1988; Pham and Simpson, 2006). A number of studies have found a positive correlation between customer satisfaction and corporate income (Fornell, 1992; Anderson et al., 1994; Hallowell, 1996; Anderson and Mittal, 2000; Edvardsson et al., 2000; Reichheld et al., 2000).Oliver's disconfirmation theory has influenced many concepts of satisfaction. Satisfaction is based on a customer comparison of expectation and reality, according to the disconfirmation model (Bloemer and Kasper, 1995). Satisfaction is then treated as a separate construct with service quality as its antecedent. In order to succeed in a fast-changing world, service sector providers have become increasingly aware of the need to provide high-quality service (Nadiri et al., 2008). Although customer loyalty and service quality are two of the most important aspects of the service industry, the relationship between them is complicated.

Delay:

A service delay is described in this study as the amount of time that customers must wait for an airline to provide an air transportation service. This description is meant to confine the idea of waiting time to the period of time that passengers must wait for airline service while also allowing for an overview of the waiting time that takes into account each phase of the air service process that may increase the waiting time. Waiting time, according to Taylor (1994) is the time between when consumers are ready for a service and when the service finally begins to be delivered. As a result, consumers are in a state of readiness while waiting for service. This is not a pleasurable wait for customers. However, there are many reasons for delays. Waiting times can occur when all types of services are about to be provided. A series of procedures is required for customers to have a certain service. Airline passengers tend to experience waiting times when encountering a series of service procedures. For example, a certain amount of time is needed for customers to wait when they try to book a flight.(Sohn, 2005; Van Vaerenbergh et al., 2014).

ANGER:

When people encounter a service failure, they always have an emotional reaction right away. Priority factors such as a flight delay, an unnecessary product payment charge, boredom during a wait, and the creation of discount rates for consumers, for example, all cause customers to feel immediately negative emotions.. Negative emotions are structuring ideas that have received a lot of attention from researchers in marketing-related fields. Recent research on customer satisfaction and disappointment has stressed the importance of emotional responses to consumption experiences. A growing number of studies have attempted to show that negative emotions have an effect on happiness and/or disappointment.(Sohn, 2005; Van Vaerenbergh et al., 2014). Dissatisfaction, uncertainty, anger, disgust, the chilling effect, discomfort, and desire have all been used to characterize waiting times. (Katz et al., 1991).In addition, many studies have revealed that waiting times were closely related to negative emotions (Houston et al., 1998; Baker and Cameron, 1996; Hui and Tse, 1996)A longer wait in the center of a delay in service appears to emotionally negatively impact consumers. Customers become irritated or develop negative feelings when they are forced to wait for some excuse. (Hui and Tse, 1996; Taylor, 1994; Houston et al., 1998).

Perceived waiting time:

In this segment, we review research on the differences between real and perceived waiting time, as well as ideas on how to improve people's expectations of waiting. One of the most significant goals has been to reduce customer wait times. In disciplines such as management science, this is a research subject. Operations management and operations analysis the center of attention. The aim of the study was to reduce real customer wait times. By modeling various queuing disciplines and optimizing service-queue operations, we can save time. A thorough examination can be discovered in another stream of research examines the waiting line problem from a psychological perspective. It suggests that customer service experience is a7ected not only by the actualwaiting time but also by the perceived waiting time.

Negative word-of-mouth

Word of mouth is the mechanism by which one person (the opinion leader) informally influences the behavior or attitudes of others, who may be opinion seekers or opinion recipients, according to (Schiffman, Kanuk, & Wisenblit, 2007). According to (Kotler & Armstrong, 2012), some consumers will be satisfied with the service and will spread positive word of mouth.But there are some customers who are not satisfied and then do negative word of mouthNegative word of mouth is described as non-commercial person-to-person contact based on negatively charged brands, goods, organizations, or services between non-commercial communicators and recipients. Negative word of mouth tends to lower the object of communication's confidence. (1983, Richins). Customers use service in different ways, act in different ways, and speak in different ways. The airline has no influence about what passenger say to others, which is a drawback as passenger spread negative word about the service Even if the airline provided its best, passenger will still complain about product flaws. Kandampully et al., 1998)

Hypothesis:

H1: Delays will be negatively related to service satisfaction.

H2: Anger has a negative impact on customer satisfaction.

H3: There is a significant negative relationship between the perceived waiting time of customer satisfaction.

H4: Negative word-of-mouth will be negatively related to service satisfaction.

Conceptual framework:

Delays -----> customer satisfaction

Perceived waiting time ----> customer satisfaction

Anger----> customer satisfaction

negative word of mouth ---> customer satisfaction