The aviation industry in Vietnam becomes more competitive in recent years. Vietjet Aviation Joint Stock Company now has to compete with various airlines and one of big rivals is Vietnam Airlines, the state owned organization with famous reputation. Vietjet attempts to retain loyal customers and establish themselves, so they have to pay attention on improving the service quality rate. It is not a stretch to say that customer retention in service industry depends on customer service. Today, customers are more knowledgeable of their options among various offerings, which is the main reason that airlines seek to enhance customer services. The purpose of this research is to explore the causes of poor of customer service attitude of Vietjet ground service agents. This problem is searched through the symptoms of KPI achievement failure and low service quality rate year by year. Though the internal data combined with in depth interviews, the thesis has defined three potential problems, which are high competition, visa restrictions and customer dissatisfaction. In the issue of dissatisfaction, there are three elements contributing to that are uncomfortable air travel experiences, ground staff attitude and poor of in- flight services. By the method of collecting data, literature supported and interviews, the thesis finds out main problem leading to customer dissatisfaction and KPI achievement failure is unprofessional ground service agent’s attitude. The findings of this thesis reveal that main cause of staff attitude problem is the poor of initial training and recurrent program for ground service agents working at airports. In the current of Vietjet context, the most suitable solution suggested is outsourcing consultants instructing initial training course and conduct e- learning system for existing staff periodically. The findings are investigated in details accompanied with recommendation and detailed implementation plan for board of management consider with an aim to increase level of service quality rate, they also are known as foundation for customer satisfaction and enhance passenger transportation revenue for airline.
University of Economics Ho Chi Minh City; ISB (International School of Business)