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quality measures the outcome of service processes perceived by customers within a given context. The focus of research about customer experience has been customer’s cognitive based perception of predetermined attribute dimensions that measures the outcome of service processes. Customer experiences encompasses every aspect of a company’s offering – the quality of customer care, of course, but also advertising, packaging, product and service features, ease of use, and reliability. Customer satisfaction is essentially the culmination of series of customer experiences or even one could say the net result of the good ones minus the bad ones. Customer experience is the internal and subjective response customers have to have any direct or indirect contact with a company. A successful brand shapes customer’s experiences by embedding the fundamental value proposition offering’s every feature. More recently, marketing managers have shifted their emphasis to creating value for their customers (Clutterbuck and Goldsmith, 1998; Fudenberg, 2000 and McAlexander et al., 2002). The current trend in marketing is to create engaging and lasting experiences for the customers (Macmillan and McGrath, 1997; Carbone, 1998; Pine and Gilmore, 1998; Rowley, 1999; Wyner, 2000; Calhoun, 2001; Arussy, 2002; Berry et al., 2002; Gilmore and Pine, 2002 and Lamperes, 2002). Delivering Total Customer Experience (TCE) goes beyond mere customer satisfaction and is a relatively new concept since satisfied customers could still defect (Jones and Sasser, 1995). The provision of superior service quality has been accepted as an important source of customer retention and loyalty, which may ultimately lead to superior competitive performance (see Parasurman et al., 1985, 1988, 1991a; Zeithaml et al., 1996; Dawkins and Reichheld, 1990; Reichheld and Sasser, 1990; Berry and Parasurman, 1994). According to Parasurman et al. (1991b) customer loyalty can be achieved by organisations that display consistency, reliability and fairness in the provision of their service. They further argue organisations making realistic promises about delivery are more likely to capitalize on superior service delivery. The literature of services marketing and the service experience has been concerned to identify the way in which customers experience different service environments, a key concept is the service encounter. Shostack (1985) defines the service encounter to be: ``a period of time during which a customer directly interacts with a service'' (Shostock, 1985). Experiences are private intangible events that occur in response to some stimulation. ‘Customer experience’ is not an incidental value but an essential and intrinsic value where the products and services are understood from the customer’s point of view and to interpret their consumption by appealing to their senses and feelings in the process. Customer experience management hits on the customer’s psychology and emotional satisfaction and appeals. Thus creates totally a new customer value that influence customer’s life styles. Customer Experiences are private events that occur in response to some stimulation. Experiences involve the entire living being. They often result from direct observation and /or participation in events – whether they are real, dreamlike or virtual (Holbrook and Hirschmann (1982), Berry, Schmitt (1999), Carbone and Haeckel (2002), Spiller and Noci (2007), Meyer and Schwager (2007), Naylor et al., (2008), Ailawadi et al (2009). Sara Sandstorm et al (2008) describes value in use through service experience in technology based services and suggests that service experience is the total functional and emotional value of consumed service. Peter C. Verhoef et al (2009) provide a holistic portrayal of the customer experience construct; propose a conceptual model delineating its determinants. Also argue that prior customer experiences will influence future customer experience. There were numerous studies supporting the aspects of customer satisfaction and customer loyalty.( Beatty et al (1996), Cronin et al (2000), Parasuraman et al (1988), de Ruyter, K and Bloemer, J (1999), Day (1969), Dick and Basu (1994), Jarvis and Wilcox (1977), Pritchandand (CR) & Howard (1997), Kotler (1984), Kotler and Singh (1981). Though companies started recognizing the need to create economic value for their valuable customers in the form of wonderful experiences, there is lack of research designed to identify and measure the dimensions that completely depicts the customer experience, which the study made by Verhoef et al (2009) clearly points out that researchers and practitioners need to understand the dimensions of a consumer experience as a separate construct. Customer experience has not been treated as a separate construct nor has been explored in depth from a theoretical perspective. It is necessary that an empirical research needs to be done to test the various dimensions of the customer experience. www.theinternationaljournal.org > RJEBS: Volume: 02, Number: 09, July-2013 Page 54
RESEARCH OBJECTIVES: To understand the demographic details of the respondents who travel regularly by flight. To identify the factors that contributes to air flying experience of customers. RESEARCH METHODOLOGY This study employs a causal research design and convenient sampling methods to be applied. The target population of this study is the travellers who travelled during the study. A self administered questionnaire which included both structured and open-ended questions was used. The questionnaire contained variables measuring air flying experience with reference to LCC. The items were measured on a 5 point likert scale ranging from 5 as ‘strongly agree’ to 1 as ‘strongly disagree’. A total of 220 samples were designed but only 207 samples were valid samples and recorded. Respondents flying from Chennai airport and all landing passengers constituted the sample. Finally factor analysis was done to explore the various dimensions of customer experience. DATA ANALYSIS AND INTERPRETATION Table 1: Demographic Details Gender Marital Status Age Educational Qualification Family Type Profession Of Family Head Family Income(Monthly) No of Respondents Percentage Male 108 52.2 Female 99 47.8 Unmarried 90 43.5 Married 117 56.5 15-20 17 8.2 21-26 59 27.5 27-35 77 37.2 Above 35 56 27.1 School 37 17.9 Under Graduate 85 41.1 Post Graduate 71 34.3 Doctoral 14 6.8 Nuclear 156 75.4 Joint 51 24.6 Own Business 87 42.0 Private Employees 80 38.6 Govt. Employees 28 13.5 Others…. 12 5.8 Less Than Rs.10001 8 3.9 Rs.10001-Rs.20000 37 17.9 Rs.20001-Rs.30000 68 32.9 Rs.30001-Rs.40000 53 25.6 Rs.40001-Rs.50000 28 13.5 Above Rs.50000 13 6.3 How Many Times You Fly In A Month? 1-2 Times 107 51.7 3-5 Times 65 31.4 6 Times And Above 35 16.9 www.theinternationaljournal.org > RJEBS: Volume: 02, Number: 09, July-2013 Page 55
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Page 12 and 13: In the first stage of development,
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