EMPIRICAL RESEARCH ON CUSTOMER'S PERCEPTION REGARDING THE SERVICE QUALITY OF AIR TRANSPORT COMPANIES - ROMANIA 'S EXAMPLE

Abstract

Our paper aims to analyze the customers' perception regarding the image of TAROM, but also the way in which they perceive the external organizational communication. The final objective is to determine how organizational communication can be improved, but also how customers are treated, so that the image of the company can be improved on the market. The methodology of empirical research on organizational communication in passenger air transport was exploratory quantitative research carried out in March 2022. We used the quantitative research method, this from the desire to illustrate, as eloquently as possible, by means of concrete data, how the image of the company suffers due to the fact that the staff does not pay attention to the way of communicating with the clients. As a working tool for quantitative research, we turned to a questionnaire placed in the crowdsourcing system on the link http://www.isondaje.ro/sondaj/856559491. 829 respondents answered the questionnaire questions, these being persons who use air transport services. Using the econometric instrumentation provided by the IBM SPSS application, the called research procedure consisted in the quantitative analysis of the data by means of descriptive statistics methods, the analysis of multiple answers and the qualitative analysis of the answers recorded. Finally, we validated the assumptions of our study.