Ashok K. Srivastava, Professor, Skyline College, P.O. Box 1797, Sharjah, UAE

Bassam. Al Hasham, Division Manager, Arabian Ethical Co., P.O. Box 9081, Dubai, UAE

The main aim of the research was to critically evaluate the customer satisfaction/dissatisfaction level of providing agents and physician. There are certain discrepancies currently evident in the industry, such as high price, inadequate promotion. & distribution activities and lack of proper regulation. This research work provided an opportunity to the researchers to discover them and put them into right perspective. Deductive Research methodology was used for the current study based on positivistic philosophy: Both quantitative and qualitative research approaches were used with the help of survey questionnaire. Non-probability sampling method was selected for the study and convenience sampling technique was adopted. Thirty seven respondents were used to analyze the study. Among the respondents 40 percent were providing agents, and 60 percent were physicians. The key findings were that overall both players were dissatisfied and there was statistically significant difference between the expected and experienced satisfaction level among these two key players. The two hypotheses were rejected. Recommendations based on the findings have been provided. The future scope for research and main business implications identified during the research.

Srivastava, A. K., & Al Hasham, B. (2006). Low-Cost Strategy in the Air: Air Arabia- First in the Middle East. Skyline Business Journal, Volume 2, No. 1, pp 33-39.