Abstract

Abstract
This study dealt with the main impact of strategic marketing
orientation on customer satisfaction at the aviation sector. The study
focused on exploring basic concept of strategic marketing orientation and
customer satisfaction as well. The statement of the problem Competition,
deregulation, and other related factors forced many airlines to withdraw
from air transport business. They did so because they did not have in place
strategic orientation for the problems resulted from such dynamic changes
that air transport business recently experienced. Some companies reached
high level of customer satisfaction while others still faces difficulties to
obtain required satisfaction. The importance of this study It is also hoped
that this research will provide information derived from Service Strategies
Model developed by air lines to Sudan. The aim of this study was to
measure impact of strategic orientation on customer satisfaction at aviation
sector with special concentration on Qatar, Etihad and Saudi airlines
companies so as to draw useful lessons applicable to Sudanese airways
.The study used the descriptive methodology Finally, this study has
reached sum of findings and results such as; there is a strong correlation
between strategic orientation and customers‟ satisfaction, quality of
provided services consider as strong factor in achieving customer
satisfaction, there are international standards of customers satisfaction
must be taken into consideration while thinking in achieving customer
satisfaction. Each airways company has its own strategic orientation.
Based on these results this study came out with some suggestions and
recommendations such as; it‟s Managers should continuously monitor and
assess environmental conditions in order to be able to identify changes in
customer needs, Developing and implementing strategic orientations for
the Sudanese aviation companies.
‫مستخلص الدراسة ‪:‬‬
‫تناولت ىذه الدراسة اثر التوجو االسًتاتيجى التسويق على رضا العمالء يف قطاع الطريان‪ .‬وركزت‬
‫الدراسة على استكشاف ادلفهوم األساسي للتوجو االسًتاتيجي للتسويق ورضا العمالء أيضا‪ .‬بيان‬
‫ادلشكلة‪ ،‬تتمثل ىف ادلنافسة ‪ ،‬ورفع القيود‪ ،‬والعوامل األخرى ذات الصلة العديدة الىت اجربت عديد‬
‫من شركات الطريان لالنسحاب من أعمال النقل اجلوي‪ .‬فعلوا ذلك ألهنم مل يكن لديهم يف التوجو‬
‫االسًتاتيجي مكان ‪ ،‬نتيجة ذلذه ادلشاكل الىت جنمت عن ىذه التغريات الديناميكية الىت ذكرت‪.‬‬
‫بعض شركات الطريان وصلت اىل مستوى عال من رضا العمالء والبعض اآلخر ال يزال يواجو‬
‫صعوبات يف احلصول على الرضا ادلطلوب‪ .‬أمهية الدراسة ومن ادلأمول أيضا أن ىذا البحث سوف‬
‫يوفر ادلعلومات ادلستمدة من خدمة االسًتاتيجيات النموذجية اليت وضعتها اخلطوط اخلطوط القطرية‬
‫واالحتاد وادلصرية والسعودية للخطوط اجلوية السودانية ‪ .‬ىدفت الدراسة لقياس أثر التوجو التسويقى‬
‫االسًتاتيجي على رضا العمالء يف قطاع الطريان مع تركيز خاص على اخلطوط القطرية واالحتاد‬
‫للطريان وشركة اخلطوط اجلوية السعودية وادلصرية وكشفت عن اىم االسًتاجتيات التسويقية الىت‬
‫ميكن االستفادة منها لتطوير شركة اخلطوط اجلوية السودانية الىت تعاىن من تدىن ىف الكفاءة والفاعلية‬
‫ىف مواجهة التحديات واستخدمت ىذه الدراسة ادلنهج التحليلى الوصفي دلالئمتها لطبيعة الدراسة‬
‫وأخريا‪ ،‬توصلت ىذه الدراسة اىل عدة من النتائج مثل‪ :‬ىناك عالقة قوية بني التوجو االسًتاتيجي‬
‫ورضا العمالء‪ ،‬وجودة اخلدمات ادلقدمة تعترب عامال قويا يف حتقيق رضا العمالء‪ ،‬وىناك معايري‬
‫الدولية لرضا العمالء جيب أن تؤخذ بعني االعتبار عند التفكري يف حتقيق رضا العمالء‪ .‬كل شركة‬
‫خطوط جوية لديها التوجو االسًتاتيجي اخلاص بو‪ .‬وبناء على ىذه النتائج جاءت ىذه الدراسة مع‬
‫بعض االقًتاحات والتوصيات مثل‪ :‬اهنا جيب على ادلدراء مراقبة بشكل مستمر وتقييم الظروف البيئية‬
‫من أجل أن تكون قادرة على حتديد التغريات يف احتياجات العمالء‪ ،‬وتطوير وتنفيذ التوجهات‬
‫االسًتاتيجية لشركات الطريان السودانية‪.‬‬
Chapter I
Theoretical Framework
1.1 Introduction
Companies have known long ago that, to be competitive, they must
develop a good strategy and then appropriately realign structure, systems,
leadership behavior, human resource policies, culture, values and management
processes. Strategic management is important because:
It results in higher
organizational performance and it requires that managers examine and adapt to
business environment changes. In addition, it coordinates diverse organizational
units, helping them focus on organizational goals, and it is very much involved
in
the
managerial
decision-making
process.
Company‟s
strategy
is
management‟s action plan for running the business and conducting operations.
The crafting of a strategy represents a managerial commitment to pursue a
particular set of actions. To deal effectively with everything that affects the
growth and profitability of a firm, executives employ management processes
that they feel will position it optimally in its competitive environment by
maximizing the anticipation of environmental changes and of unexpected
internal and competitive demands. Thus, managers employ „strategies‟, that is
to say, those large-scale, future-oriented plans for interacting with the
competitive environment to achieve company objectives. A strategy is a
company‟s game plan. Although plans does not precisely detail all future
deployments (of people, finances, and material) does provide a framework for
managerial decisions. The Business strategic orientation for airlines play
development and survival of airlines. This strategic significant role in the
orientation came into existence as result of the deregulation of air transport
which resulted in different challenges to airline industry such as high cost,
operation, access restrictions, competition, lack of fleet, economic embargos,
etc. In this study, an attempt is made to show some evidence of the first reason
given above for the importance of strategic orientation management, that is, that
strategic management results in higher organizational performance.
1.2 Statement of the Problem
Competition, deregulation, and other related factors forced many airlines
to withdraw from air transport business. They did so because they did not
have in place strategic marketing orientation for the problems resulted
from such dynamic changes that air transport business recently
experienced. The surviving companies managed to reduce the effects of
the market change simply because they developed some business strategies
that help them to mitigate those impacts and then enhanced such strategies
orientation to develop their performance many .Strategic marketing
orientation play major role in developing business enterprises all over the
world. Customers satisfactions affected directly by strategic marketing
orientation. Some Arabian airline companies have developed well and
reached internationalization while Sudanese airways still faces obstacles
and difficulties. The thing raises certain questions such as:
What is the link between strategic marketing orientation and customers
satisfaction? to which extend strategic marketing orientation contribute in
developing airline companies? Why some airline companies developed
while others like Sudan airways still facing difficulties? What are the
factors affect in the adopting strategic marketing orientation and its impact
on Customer satisfaction in the airlines?
1.3 Research Significance
1.3.1 The interrelationships among strategic orientation (market, Innovation,
Competitive
orientation strategy, and Customer satisfaction. Past research in this
area has usually focused on dichotomous relationships.
1.3.2 It is also hoped that this research will provide information derived from
Service Strategies Model developed by air lines to Sudan Civil Aviation
Authority and our national air carriers, to make an informed decision
when they consider the application of air lines strategic orientation air
Transport industry in Sudan.
1.4 Research Objectives:
This study attempt to achieve certain goals such as:
i.
Identify the relationship between strategic marketing orientation and
Customer satisfaction.
ii.
Identify firm Customer satisfaction measurement and in airlines industry.
iii.
To investigate Which strategic marketing orientations lead to which
types of Customer satisfaction
iv.
To provide information for Sudan Civil Aviation Authority (SCAA),
Airline managers, and Airline employees for decision making about
application of a business Strategies model to Sudan airline industry.
1.5 Research Hypothesis
There is a statistical relationship between strategic marketing orientation and
customers‟ satisfaction.
i.
There is a statistical relationship between Innovation Orientation and
customers‟ satisfaction.
ii.
There is a statistical relationship between Competition Orientation and
customers‟ satisfaction.
iii.
There is a statistical relationship between Customer Orientation and
customers‟ satisfaction.
iv.
There is a statistical relationship between Marketing Orientation and
customers‟ satisfaction.
1.6 Research Methodology
This study used descriptive analytical comparative methodology and historical
approach in addition to case study method. The study benefit from historical
practices of airlines especially benchmarking as a means to get success factors
from major carriers that sustain the changes of airline market. Moreover, the
statistical trends of the industry are also important in determining the causal
factors for the performance and behavior of airlines in the air transport market.
1.7 Research limitation:
i.
ii.
Time boundaries : 2005-2014
Spatial boundaries: employees & customers of Qatar Airways, Etihad airlines,
Egyptian
lines
and Saudi Arabian Airlines.
iii. Human boundaries: The research is limited to the framework of the foreign
aviation companies of Qatar Airways – Eletihad airlines- Egyptian airlines –
and the Saudi Arabian Airlines in the level of the strategic orientation of their
employees and their customers' satisfaction.
1.8 Sources of information:
The research depended on two sources of information:
i.
Primary: the study developed hypothesis-oriented questionnaire structure to
collect and analyses the data for the study. In addition to, interview form to get
more details information from industry related informant.
ii.
Secondary: The secondary sources of information represented on references,
books, articles, annual reports, magazines, circulars and other documents on the
topic produced by ICAO, States civil aviation authorities, IATA and other
relevant aviation bodies.
1.9 Research Terminologies :
Strategic Orientation:
Is a firm‟s strategic direction in creating proper
behaviors so as to achieve superior performance Market and innovation
orientations are the two most important strategic orientations for firms to
achieve a long-term success?
Customer Satisfaction: a measure of how happy customers feel when they do
business with a company: We have a goal of total customer satisfaction.
Competitive: Other business that provides similar products or services to same
market. The presence of competitors in an industry drives down the price of
goods and services because consumers have more alternatives from which to
choose if the price of a particular good or service is too high.
Market orientation: It is defined as „„the organization-wide generation of
market intelligence pertaining to current and future customer needs,
dissemination of the intelligence across departments, and organization-wide
responsiveness to it.
Customer Orientation: The consumer‟s needs suffusion an desires as well, and
the organization‟s ability to achieve its aims depends on its ability to meet
customer requirements.
Innovation orientation: Refers to organizations openness towards new ideas
and propensity to change through adopting new technologies, resources, skills,
and administrative systems.
2. Previous Studies
ENIOLA SAMUEL, 2006. This study aimed at investigation the overall
customer satisfaction of the mobile telecoms industry in Nigeria, factors
influencing satisfaction and the relationship between satisfaction and
demographics. Understand customer satisfaction with the performance of the
Nigerian industry. Identify factors that influence customer satisfaction in
Nigeria. This study assumed existence of relationship between certain
demographic variables and customer satisfaction. There is a strong relationship
between network quality and customer satisfaction. There is a strong
relationship between billing and customer satisfaction. There is a strong
relationship between validity period and customer satisfaction. There is a strong
relationship between customer care support and customer satisfaction. This
study reached sum results such as; the results demonstrated that customers are
satisfied with the performance of the Nigerian mobile telecoms industry. The
result also demonstrated that customer satisfaction level differs among the
specific demographic groups. Results showed different customer satisfaction
levels among the various demographic groups. Based on these results the study
has suggested theses recommendations; Nigerian customers are truly satisfied
with the service performance. The older customers were more satisfied than
younger ones. The high satisfaction of the male customers could be due to the
impact of the services.
Griffin and others, 2004, the objective of this study: the precursors of
capability building, different strategic orientation modes are identified during
the in-depth interviews with Chinese managers in new product development
enterprises. As an emerging market which is often the adopter of international
innovation diffusion. The Chinese culture, balance and dynamic are two
important principles in conducting business. This study tested such
Hypotheses:- Customer orientation has a positive effect on the new product
success. Technology orientation has a positive effect on the new product
success. Interventional cooperation has a positive effect on the new product
success. Competitor orientation has a positive effect on the new product
success. This study adopted this approach: Administered collective surveys and
network/email surveys were sent to the managers. (single respondent in one
firm) in around 2500 NPD firms based on the database provided by a business
training center and the clients of a consultant firm. The respondents include the
CEO/VP, department managers including marketing, R&D, product and
engineering managers and project managers. The on-site administered
questionnaire collection is done in around forty minutes including the foreword
and explanation. Finally the study reached these results; the basic model:-The
impact of strategic orientation on new product success was first. Comparison of
the model application in the high-tech and low-tech firms .Recommendations:four important strategic orientations are identified and the roles of different
strategic orientations on the final performance. The strategic orientations play
equal roles on the new product performance. The technology orientation has a
larger impact on the new product performance.
Oviedo, Asturias, Spain, 2010, the objectives of the study: To promotes the
satisfaction of market needs with a higher degree of excellence than
competitors. However, its potential effects on the companies‟ innovation to
reach innovation strategies to obtain further insight into this topic. The study
supports the beneficial effects of market or intention on the innovation. The
study tested such Hypothesis; Market orientation is positively associated with
innovativeness or its cultural predisposition to innovate. Innovativeness is
positively associated with innovation rate and new product innovativeness.
Innovation rate and new product innovativeness lead to superior company
performance. Market orientation has a direct, positive impact on innovation
rate; new product innovativeness and company performance. The research used
these approaches: Reliability and scale validation test results. Final the study
reaches these results; various items in the sub constructs of which market
orientation is made up had to be eliminated. Two measurement variables for
intelligence generation were discarded. in order to attend to or satisfy their
customers, eliminating the actions pertaining to environment and competition.
Activities which are coherent with the market orientation concept have three
types of public: Customers, competitors and environment. In market orientation
measurement, it is necessary to control the gathering and dissemination of
information concerning all of the factors. According to these results this study
recommends these recommendations: The results uphold the reliability and
validity of the market orientation dimensions. The study recommended how to
prove negative for an authentic measurement of the companies‟ market. And
also to take environmental characteristics and competitors performance into
consideration in their offer design.
Khalid Khalaf Salim, 2012. This study aimed at recognizing the strategic
direction and its impact in achieving social responsibility in the Jordanian
commercial banks. The study tested this hypothesis of the study.
These revolved
around the following assumptions :- dimensions of strategic orientation (α≤ first hypothesis : No
effect is statistically significant at the level (0.05) (Vision, message,
goals, values, and logo) in
social responsibility in the Jordanian commercial banks. dimensions of strategic orientation (α≤
second hypothesis: No effect is statistically significant at the level (0.05 (Vision, message,
values,
and logo) in economic responsibility as a dimension of
Social
goals,
responsibility in the
Jordanian commercial banks. dimensions of strategic orientation (α≤ third hypothesis: No effect is
statistically significant at the level (0.05 (Vision, message,
goals, values,
and logo) in legal
liability as a dimension of Social responsibility in the Jordanian commercial banks. dimensions of
strategic orientation (α≤ the hypothesis of four: No effect is statistically significant at the level (0.05
(Vision, message,
Responsibility
goals, values,
in the Jordanian
and logo) in moral responsibility as a dimension of Social
commercial banks. PVC / dimensions of strategic orientation (α≤
fifth hypothesis: No effect is statistically significant at the level (0.05 (Vision, message,
values,
goals,
and logo) in humanitarian responsibility as a dimension of Social responsibility in the
Jordanian commercial banks.
The stud adopted this methodology: To achieve the aim
of the study self administrated questionnaire was used to collect the data. Was
developed and distributed to a sample of (590) subjects. The statistical package
of social science (SPSS) was used to analyze the data of the questionnaire. The
most important results was; the perceptions of employees in the Jordanian
commercial banks toward the strategic direction dimensions were at high level,
while their perceptions towards the social responsibility a medium level. There
is an impact of Strategic direction dimensions in s achieving social
responsibility which explains (63.8%) of variation in the dependent variable
(achieving
social
responsibility).
The
study
comes
out
with
these
recommendations: the need to work on creating an organizational culture that
promotes the dimensions of strategic orientation in the regulatory environment
and improve the strategies to higher levels desired, through the development of
skills of workers. It‟s necessary to provide strategic vision and clear of the water
sector and its objectives, because of its impact in the achievement of social
responsibility.
Jawaher A.AL Hadi Mohammad AL –Obaidi, 2009. The objectives of this
study are to explore the impact of innovative orientation and training strategy on
Employees‟ performance of Kuwait Oil Company KO employees. The
researcher studied 96 KOC managers and depended mainly on two sources of
data:- Primary and secondary data. Some of the main findings:- a correlation
existed between elements of innovative orientation such as (research and
developments methods, and provision of data base) elements of training strategy
(upper management support, and variety of training programs) on one hand.
Improvement of KOC employees‟ performance. The study recommended:-for
KOC: KOC should transform its training activity strategically taking in account
and responding to all internal and external variables. Training activities should
be built according to the current environment that the company works in. The
company should create an adventurous task force to explore new ideas and
frontiers that could be strange at the beginning, but could be a copy right to the
company.
Abdulwahab A. Jandab, 2011. The objective of this study, the study aims at
investigating the effect of innovative and proactive strategic orientations on new
product development and marketing performance in food processing firms in
Yemen. The study tested this hypothesis; there is no statistically significant
innovation Orientation
in
effect of the
the development of new products for the food industry companies in
Yemen. There is no statistically significant effect of the Prospective Orientation
in the development
of new products for the food industry companies in Yemen. No effect is statistically significant
Prospective strategic orientation
in
the
development
of new products for the food industry
companies in Yemen. There is no statistically significant effect of the development of new products
in the marketing performance (profitability, market share, the success of new products,
Satisfaction with performance levels)
for the
food industry companies in Yemen. There is no
statistically significant effect for innovation in the marketing performance (profitability, market
share, the success of new products, Satisfaction with performance levels)
companies in Yemen.
for the
food industry
The study relied on these methodologies; questionnaire to
achieve the study objectives. And reached these results: - There is an impact of
both Innovative and Proactive Strategic Orientations on New Product
Development. Also revealed that there is an impact of innovative strategic
orientation on marketing performance from all aspects collectively. And there is
an impact of innovative strategic orientation on two dimensions of marketing
performance (profitability and market share), in addition to the clear impact on
management satisfaction regarding marketing performance level, and there is no
impact of innovative strategic orientation on new products success. Also the
results showed that there is an impact of proactive strategic orientation on all
dimensions of marketing performance collectively and an impact of proactive
strategic orientation on two dimensions of marketing performance (profitability
and market share) ,as well as the impact on management satisfaction regarding
marketing performance level. But there is no impact of proactive strategic
orientation on new products success. Also the study results revealed that there is
an impact of new products development on all dimensions of marketing
performance collectively and there is an impact of new products. Finally study
comes out with these recommendations: Food Processing Firms in Yemen have
to adopt the innovative and proactive strategic orientations due to their impact
on marketing performance which was confirmed by this study and previous
studies looking for means and techniques that which can help in saving time and
efforts and reduce production costs. Food processing companies in Yemen have
to invest in research and development and to observe the changes in the external
environment to keep up with such changes and to meet customers‟ needs and
desires. This study has shown, and other studies that proactive approach, (for
example), which is characterized by research and development and continuously
monitor the environment is one of the most orientations, which gives the
company a success and distinction. Food processing companies in Yemen have
to pay attention to competitors and to observe their movements to know their
used means in customer‟s attraction and retention.
Comments on Previous Studies:
The
researcher benefited from previous studies in identifying the efforts of others in the field
of research,
as the
science, as well as
strategic direction and its impact on customer satisfaction is one of the new
researcher benefited from previous studies to know what is new about the
strategic and importance of orientation in the shopping process, and customer satisfaction.
Researcher from previous studies also benefited in
choice of
how to make idea about the
study,
the
the appropriate methodology of the study, and selection of appropriate statistical
methods to the study. This study differs from other being considered the first study, looking at the
impact of the strategic orientation and its role in customer satisfaction to the knowledge of the
researcher. The subject of research in the study that dealt with each customer satisfaction
disagreed with it in terms of how to approach,
where
but
this study addressed the factors affecting
customer satisfaction and the relationship between him and the democrats. Some study grabbed a
concept of strategic orientation and here lies the similarity with the original study,
but
the
difference was that this study addressed the impact in the field of creativity and innovation. The
study dealt with in the study of the trend in the field of the market,
but
it differed in that they
tended creativity and strategic rivalry. Some study grabbed a concept of strategic orientation,
but
differed in dealing with in terms of its impact on the achievement of social responsibility. There
is
similarity between it and the basic study in that it dealt with the impact of creative direction,
it
but
differs in that it dealt with training strategies in the performance of some of the workers and staff in
a Kuwaiti oil companies.
The study aimed at investigating the effect of innovative
and proactive strategic orientations on new product development and marketing
performance. This study differed from the study; it did not talk about customer
satisfaction alone, but connected it with innovative and proactive strategic. And
also this study differed from other studies in this has been done in Sudan in the
aviation sector and also took different strategic orientations such as: (Marketing
innovation and competition) and it is impact on customer satisfaction.
Research Structure
This study consists of five chapters in addition to findings and results.
Chapter I, theoretical framework includes; introduction and previous studies.
Chapter II, Strategic Orientation includes concept and importance of strategic
orientation, focusing strategy and market orientation. Chapter III, customer‟s
satisfaction includes concept of customer satisfaction, measuring customer
satisfaction and successful customer satisfaction. Chapter IIII Aviation sector
includes introduction of aviation sector in Sudan, civil aviation authority of
Sudan, Sudan airways, international air transport. Chapter V, case study which
focused on procedures of case study, data analysis and hypothesis test.
Results and Recommendations
Firstly, Results:
1. There is strong correlation between strategic orientation and customer‟s
satisfaction at aviation sector.
2. There are international standards of customer‟s satisfaction airways
companies must adopt.
3. Each airways company has its own strategic orientation policy.
4. Quality of provided service plays a major role in determining level of
customer‟s satisfaction at aviation sector.
5. Customer‟s satisfaction has to be measured during and after each flight so
as to collect feedback from travelers which represent airways customers.
6. Successful airways companies consider both its employees and its
customer‟s satisfactions.
7. Innovation orientation effect on satisfaction from employee performance
point of views.
8. Competition
orientation
effect
on
satisfaction
from
employee
performance.
9. Customer orientation do not effect on satisfaction from employee
performance.
10. There is positive relationship between strategic orientation variables and
satisfaction in term of service quality.
11. Sudanese airways need some administrative reform according to
international standard.
Secondly, Recommendations:
1. Developing and implementing strategic orientations for the Sudanese
aviation companies
2. Managers should continuously monitor and assess environmental
conditions in order to be able to identify changes in customer needs,
3. Analysis of the external factors will enable firms to pursue appropriate
strategic directions that offer superior value and customer satisfaction
and lead to competitive advantages
4. Aviation companies management should work toward establishing a
decentralized organizational structure to make a flexible structure for
business process
5. Training Developing employees to understand and implement the
strategic orientation of company
6. Monitoring the level of implanting strategic orientation
7. Measuring and evaluation of Customer satisfaction Rapidly
8. Completing the construction of the new airport project
9. Exchange experiences with airports of international standards, to benefit from the
development through foreign airlines operating in Sudan)
10. Development of the national carrier in the Sudan by urging the State to develop strategies
and policies for the support of the national carriers;
11. Taking
actions to mitigate or uplift these coercive measures because the civil aviation
activities are of an international nature and any consequent impact of these actions is
reflected directly to the International Air Transport system as a whole.
Suggestion for Future Research
1. The role of administrative reform on developing performance of
Sudanese Airways.
2. The impact of strategic orientation on marketing performance at Aviation
Companies
3. the impact of internal and external factors on service implementation of
strategic orientation
4. the Impact of strategic orientation on customer loyalty
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: ‫المراجع باللغت العربيت‬
‫) قذرج الوشروعاخ الصٌاعُح الصغُرج‬2002 ( ، )‫ اللجٌح االقتصادَح واالجتواعُح لغرتٍ أسُا (اسكو‬/1
. ‫ ًُىَىرك‬، ‫ األهن الوتحذج‬،‫والوتىسطح علً االتتكار فٍ تلذاى هختارج هي هٌطقح االسكىا‬
‫ دار وائل‬:‫ عواى‬،‫ تطوير المنتجاث الجديدة‬.)2004 ( ،‫ هأهىى ًذَن عكروش و شهُر ًذَن عكروش‬/2
.‫للٌشر‬
‫ هركز‬:‫ عواى‬،‫ ترجوح حسُي عثذ الفتاح‬، ‫ممارساث و مبادئ‬:‫) التجديد والمقاولت‬1988 (‫ تُتر دروكر‬/3
.ًٍ‫الكتة األرد‬
ٍ‫ " هفهىم االتذاع االدارٌ وتٌوُته" ورقح عول هقذهح الً الوؤتور العالو‬2002 ‫ أهُوح‬، ٍ‫ القاسو‬/4
.‫ لثٌاى‬، ‫الثالث غٍ االدارج القُادَح اإلتذاعُح والتجذَذ فٍ ظل الٌزاهح والشفافُح الوٌعقذ فٍ تُروخ‬
‫هكتثح عُي شوس القاهرج‬، ٍ‫ التىجح االتذاع‬2007 ٍ‫ الحقثاًٍ ترك‬/5
‫" العىاهل الوؤثرج علً السلىك اإلدارٌ االتتكارٌ لذي الوذَرَي فٍ قطاع الثٌىك‬2000 ‫ ًادَح‬، ‫ أَىب‬/6
. ‫) الرَاض‬40 ( ‫التجارَح السعىدَح" هجلح اإلدارج العاهح الوجلذ‬
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Reports & brochures:
1. SCAA Annual Report 2012
2. SCAA Strategy 3 by 3 of 2010 -2012
3. SCAA Department of Airworthiness records 2013
4. Khartoum New International Airport Project (2010)
Website :
 www.saudiairlines.com
 www.etihad.com
 www.qatarairways.com
 www.egyptair.com

WWW.ICAO.COM

Abbreviations

ACAC: Arab Civil Aviation Commission

ACC: Area Control Centre

AFCAC: African Civil Aviation Commission

(AFTN): Aeronautical Fixed Telecommunication Network

ATC : Air Traffic Control

CCTV: Closed Circuit Television

ICAO: International Civil Aviation Organization

ILS: Instrument Landing System

NAVAIDS : Navigation Aids

SARPs: ICAO Standards and Recommended Practices

SCAA: Sudan Civil Aviation Authority

DME : Distance Measuring Equipment

VOR : VHF Ominidirectional Range
 A: it means Airbus
 B: it means boeing
Strategic Orientation
Subject
Strongly Agree
agree
Marketing Orientation
Neutral
Strongly
Disagree Disagree
Direct contacts with customers are
run through all company‟s
functions.
Marketing related data
(customers, competitors, Agents)
are published regularly to all
departments.
The marketing strategy is being
coordinated and prepared by all
departments and units.
The market is being analyzed to
select the sector in which the
company can serve better.
Competitive Orientation
Strongly Agree
Agree
Our sales agents collect data
related to customer activities
regularly.
The company's higher
administration and the marketing
administration regularly discuss
competitors programs and
marketing activities.
We observe and follow the
marketing performance of our
main competitors.
Neutral Disagree
Strongly
Disagree
We continuously evaluate the
strength points of our main
competitors.
We always seek to know the
strategies of our competitors.
Creativity orientation
New services and products are
made based on studies run the by
the company.
The higher administration adopts
developing and improving new
and creative ideas.
Initiative and inventions are easily
accepted in the company's system
of operation
The company's employees always
feel free to express their ideas.
Customer Satisfaction
The company's
branches and locations are easy
to get to
Reserving is available at any
time
Reserving procedures are easy.
Canceling and postponing
procedures are available and
Totally
satisfied
Satisfied
Neutral
Dissatisfied
Completely
dissatisfied
easy.
The company provides services
with high quality
The level of provided services
is excellent
I feel save and confident with
the company
The employees usually respond
nicely to the agent's inquires
In case of mistakes the
employees usually apologize
The company explains the
services they provide to the
agent
The employees deal flexibly
and for solutions to the agents
problems
The company respects it's
26scheduled visits
The company does not waste
the agent's time.
Agents' Personal information:
Gender:
Male
Female
Age: less than 30
30-40
40-50
more than
50
Educational level: School
Job level: Clerk
University
business man
masters
Casual
others
Experience dealing with company:
Less than 5
5-10
10-15
more
Questionnaire to employees of the Company
Personal Information
Gender: male
female
Less than 30
Age:
30-40
Educational level:
Job level: Clerk
40 -50
more than 51
School
University
head of department
Master
administrative Director
Other
Experience: Less than 5 years
5- 10
10-15
more than 15
Company information
Ownership
Local private sector
foreign private sector
Public Sector
Co- private
Company's age:
Less than 5 years
5 – 11
11-15
16 -20
More than 21
Number of employees:
Less than 50
101-150
51 – 100
more than 151
Market Share:
Less than 5%
11 – 15%
6-10%
16 – 20%
More than 21%
Operation Lines:
Less than 10 lines
Subject
10-20
Strongly Agree
more than 30
Neutral
agree
Strongly
Disagree Disagree
Marketing Orientation
Direct contacts with customers are
run through all company‟s
functions.
Marketing related data (customers,
competitors, Agents) are
published regularly to all
departments.
The marketing strategy is being
coordinated and prepared by all
departments and units.
The market is being analyzed to
select the sector in which the
company can serve better.
Competitive Orientation
Strongly Agree
Agree
Neutral
Disagree
Strongly
Disagree
Our sales agents collect data
related to customer activities
regularly.
The company's higher
administration and the marketing
administration regularly discuss
competitors programs and
marketing activities.
We observe and follow the
marketing performance of our
main competitors.
We continuously evaluate the
strength points of our main
competitors.
We always seek to know the
strategies of our competitors.
Creativity orientation
New services and products are
made based on studies run the by
the company.
The higher administration adopts
developing and improving new
and creative ideas.
Initiative and inventions are easily
accepted in the company's system
of operation
The company's employees always
feel free to express their ideas.
Questionnaire to customers:
Gender:
Male
Age: less than 30
Female
30-40
40-50
more than 50
Educational level: School
University
Job level: Clerk
business man
masters
Casual
others
Experience dealing with company:
Less than 5
5-10
10-15
more
Questionnaire to customers
Customer Satisfaction
Totally Satisfied Neutral
satisfied
The company's
branches and locations are easy
to get to
Reserving is available at any
time
Reserving procedures are easy.
Canceling and postponing
procedures are available and
easy.
The company provides services
with high quality
The level of provided services
is excellent
I feel save and confident with
the company
The employees usually respond
nicely to the agent's inquires
In case of mistakes the
Dissatisfied Completely
dissatisfied
employees usually apologize
The company explains the
services they provide to the
agent
The employees deal flexibly
and for solutions to the agents
problems
The company respects it's
32scheduled visits
The company does not waste
the agent's time.
List of Arbitrators
NO
1.
2.
3.
4.
Arbitrator
Degree
Specialty
The university
Mahjoub Awad
Associate
Business
Alahfad.
Alamin
professor
administration
Rudwan Alamin
Assistant
Business
Abdelrahman.
professor
administration
Omer Tajelsir
Associate
Business
Abdulrahman
professor
administration
Mohammed Mustafa
Assistant
Business
Omdurman Islamic
Abu Hijil.
professor.
administration
university.
Alzaim Alazhari
The holly Quran.