Improving passenger experience through service design

Abstract

This thesis seeks to investigate the utilization of service design concepts to improve the passenger experience in the airline business, with a specific focus on US-Bangla Airlines as a case study. The main goal is to explore identical solution through services design methodology such as customer journey, touchpoints, service blueprint, and customer-centric design principles in order to get a thorough understanding of service design approaches. This research aims to investigate how service design may be efficiently used to enhance experience, especially in addressing check-in and baggage-related issues.

To achieve the research objectives, a mixed-methods approach was employed, combining qualitative and quantitative techniques. Interviews were conducted with passengers to gather insights into their experiences, preferences, and pain points. Additionally, surveys were distributed to passengers to collect quantitative data on satisfaction levels and service preferences. The data collected through these methods were analysed to identify key drivers of passenger satisfaction and inform service design strategies.

The study will discover numerous crucial findings about the value of service design techniques in improving the passenger experience. Service blueprinting and persona building have emerged as essential techniques for comprehending and enhancing service processes. Moreover, the study emphasised the significance of customer-centric design concepts in cultivating more robust relationships with travellers and promoting loyalty. Ultimately, this study enhances our comprehension of service design in the airline sector and offers valuable insights for future research and practical implementations focused on enhancing customer pleasure and loyalty