Investigating Customer Satisfaction and Expectation Gap within British Airways

Topic of the research
customer satisfaction and expectation gap

The aims and objectives of the research
Aim
To investigate customer satisfaction and expectation gap
within British Airways (BA).
Objectives
To understand the concept of customer satisfaction and
expectation gap
To evaluate customer satisfaction and expectation gap
within BA
To examine strategies of BA for increasing customer
satisfaction.
To provide recommendations in reducing expectation gap
and enhancing customer satisfaction with in BA.

Framework of the research and factors
larger number of factors are present which affect customer
satisfaction and it involves employee behaviour, fare, service
delivery etc. Further, airline industry is growing at faster pace due to
which it is required for businesses operating in this sector to satisfy
the needs of its target market. Majority of the companies are
focusing on improving service delivery and prices of tickets are kept
moderate with the motive to enhance customer satisfaction and this
has positive impact on the brand image of business. Apart from this,
due to rise in the level of competition, businesses have to modify
their services timely so that loyal customers can be retained for
longer period of time. On the other hand, it is required for
businesses to meet with the expectations of target market and for
the same, it is necessary to obtain information from target market to
know whether their expectations are met by business or not.

Methodology for data collection
 Research design- Descriptive research
 Research philosophy- Interpretivism philosophy
 Research approach-Inductive approach
 Data collection- Primary and secondary sources
 Sampling- Probability sampling
 Data analysis- Qualitative technique