An investigation on the impact of loyalty scheme on tourist fidelity towards the aviation industry

This dissertation investigates the impact of loyalty schemes on tourist fidelity towards the aviation industry, with a focus on British Airways. It explores the effectiveness of loyalty programs, reasons behind customer loyalty, and the impact of loyalty development programs on tourist allegiances. Recommendations for improving loyalty schemes are also provided.

Dissertation

TABLE OF CONTENTS
TITLE:.............................................................................................................................................1
CHAPTER 1: INTRODUCTION....................................................................................................1
CHAPTER 2: LITERATURE REVIEW.........................................................................................7
CHAPTER 3: RESEARCH METHODLOGY..............................................................................20
3.1 What it’s all about................................................................................................................20
3.2 Research strategy.................................................................................................................20
Introduction................................................................................................................................20
Case study..................................................................................................................................20
Survey........................................................................................................................................20
Survey instrument......................................................................................................................21
Action research..........................................................................................................................21
Ethnography...............................................................................................................................22
Experimental research...............................................................................................................22
Historical research.....................................................................................................................22
Grounded theory........................................................................................................................22
Quantitative vs qualitative research...........................................................................................22
Sampling technique...................................................................................................................23
Positive and phenomenology.....................................................................................................24
Research philosophy..................................................................................................................24
Reliability and validity..............................................................................................................25
Data collection...........................................................................................................................25
Recruitment strategy..................................................................................................................26
Framework for data analysis......................................................................................................26
Limitation and potential analysis...............................................................................................27
Further reading...........................................................................................................................27
3.3 Summary of key points........................................................................................................28
CHATPER 4: DATA ANALYSIS................................................................................................29
4.1 Introduction..........................................................................................................................29
4.2 Thematic analysis................................................................................................................29
Correlation.................................................................................................................................42

4.3 Discussion in relation to literature review findings.............................................................44
CHAPTER 5: RECOMMENDATION AND CONCLUSION.....................................................47
5.1 Conclusion...........................................................................................................................47
5.2 Recommendation.................................................................................................................49
REFEENCES.................................................................................................................................50
Appendix 1.....................................................................................................................................54
Appendix 2.....................................................................................................................................56
Figure 1:Flyer card of British Airways..........................................................................................59
Figure 2:study found that BA burned 51% more fuel per passenger than Norwegian, which
ranked firs......................................................................................................................................60

TITLE:
“An investigation on the impact of loyalty scheme on tourist fidelity towards the aviation
industry”- A study of British Airways
CHAPTER 1: INTRODUCTION
Overview of the Research
Customer loyalty can be described as the result of positive emotional experience and
physical attributes which are based on satisfaction and perceived value of an experience in
regards to a product and service (Best, 2012). Consumer loyalty is also consisting as an essential
element for an organisation. In this modern era competition is so high at market place and
organisations are concern on gaining attention of customers through offering them goods and
services as per the choice and preference of customers.
1

Over the past five years airline can be considered as the most developing sector and helps
in providing various opportunities and benefits to the economy of country. All organisation come
into existence in order to earn a huge amount of profit and attain a secure and successful position
at market place (Attar, Haghighat,and Ghassemi, 2016, pp.313-316). There is no doubt that
strong loyalty programs motivate existing buyers to purchase product on frequent basis. Loyalty
of customer exceeds beyond its behaviour and incorporates liking, preference and future
intension to purchase product from the same industry. Airline industry concern on providing
most satisfactory products and services to their regular customers as to sustain them for long
time. The present research is based on investigation on the impact of loyalty scheme on tourist
fidelity towards the British Airways. Loyal customers are beneficial for organisational growth
and success. Organisations are widely focused on attracting customers through offering them
various offers and high quality products and services. Services which are offered by different
companies in the aviation industry are different from one another depending upon their size and
scope. On the other hand, a study of British Airways is comparatively operating on lower scope
and is providing service at economic prices. Both of these are part of aviation industry but are
using distinct approaches to raise the total customer loyally.
Background of the research
Customer loyalty and satisfaction can be consisting as a most important element of each
business organisation. It is effective for attaining long term objectives in effective and efficient
manner. Now-a-days, it is very common in many service sector to establish great relationship
with its target customers and tries to retain them for longer period (Eid, 2011, pp.78).
Organisations are very much focused on gaining loyalty of customers as to creating benefits and
profit form firm. This dissertation talks about loyalty scheme which are offered by airline
industry in order to retaining customer loyalty and satisfaction. Large airline industry such as
British Airways is concern on providing variety of goods and services to their significant buyers
in order to sustaining them for long time of business activities. Contradict to this less efforts are
given by easy jet to ensure innovation and monotonous activities are carried out as it fall under
the category of a domestic airline. In UK, British Airways is considered as the largest airline
based on fleet size. The company was created in 1919 with a merger of four different companies
namely, Northeast Airlines, Cambrian Airways, British European Airways and British Overseas
Airways Corporation. In 2012, British Airways merged with Iberia, creating International
2

Airlines Group which is considered as the world's third large airline group in terms of generating
annual revenue and ranked second largest in Europe. Easy jet follows the strategy of satisfying
the customer by providing facilities at affordable prices so that more and more customers can be
attracted towards the same (Espevik, Johnsen and Eid, 2011, pp.352-377). On the other hand,
British Airways focus on improving the present comfort level of customer by adding more
valuable facility which can raise the standards of passengers in terms of their life style. This
research dissertation mainly talks about loyalty program of airline industry that aid in satisfying
and retaining customer for longer duration. Executive Club, discount offers, free food etc. are
some of most popular loyalty programs which are significantly adopted by airline firms.
Research Aim
Aim is a predetermined statement which provides a clear direction to the researcher to
carry out the work n proper manner. This part of research provides a clear intention of
conducting the research project (Ramanathan and Ramanathan, 2011, pp.7-25).
The essential aim of this particular research is “An investigation on the impact of loyalty scheme
on tourist fidelity towards the British Airways”
Research objectives
These are considered as the detailed objective that depicts what a researcher will
researched during its study. The main objective of investigator is to get the right solution of a
right problem. Basically, these are the results sought out mainly by the researcher at the end of
research process. This help in providing guidance and direction to researcher so that they can
achieve what they wanted to in an effective and efficient manner. Some of the main objective of
research dissertation is mentioned below:
1. To measure the effectiveness of loyalty scheme in market.
2. To determine the reason behind loyalty of stakeholders and customers.
3. To analyse the impact of loyalty development programme on tourist allegiances of British
Airways.
4. To recommend the ways in which loyalty schemes can be made more effective for
attracting more tourist towards British Airways.
3

Figure 1: Responsibility of a channel manager within Airline Industry
Source: (Responsibility of a channel manager within Airline Industry, 2018)
.
Research Question
This is considered as another important part of researchdissertation that aid in
establishing strong relationship between objectives and aims of research. Here questions are
prepared on the basis of above mentioned research objective. Mentioned below are some
research question:
 How to measure the effectiveness of loyalty scheme in market?
 What are the reasons behind loyalty of stakeholders and customers?
 How loyalty development programme can impact on tourist allegiances British Airways?
Special and General Terms involved in Research
Loyalty is a trait which is rarely found in individuals and therefore when company
engages in business it seeks for customers who will be a regular purchaser of its goods and
services. Airline industry is a kind of industry where profit margin is low and competition is high
and in such as case if a company in this sector would be able to get customers who would remain
4

loyal with company throughout then it can be a strategic asset for them. Customer would want to
stick with one particular airline as the services provided by them might be different from other
competitors and the company would be giving extra benefits and offers to its regular customers.
Both company and customers will get various kinds of benefits, if there will be a loyalty scheme
that will be in place. The British Airways will be able to retain its customers.. History suggests
that if there is a proper loyalty scheme that is in place it can ensure that company's customer base
will increase going forward and it will contribute to company's growth and profitability. It is
quite clear from this analysis that only those companies will be able to succeed in future which
will focus on improving customer loyalty and various program will be initiated for the same.
Reason for selection of Topic
The main objective behind selection of this topic was to analyse the level of loyalty that
consumers have towards the aviation industry after the implementation of Loyalty scheme for
tourists. It is very crucial for every organisation to retain its loyal customers over a longer period
of time as they can contribute for growth of business. Loyalty is something which cannot be
gained by any company very easily and therefore it is of paramount importance that company
should implement various policies and strategies that will result in maintenance of loyalty of
customers. Some of the reasons behind selection of this topic includes British Airways will be
able to know its strength in that particular industry and how it can improve the same. A company
should focus on improving loyalty of its customers and stakeholders, for this purpose the
management of company should make necessary decisions (Laroche, Habibi and Richard, 2013,
pp.76-82). The topic has been selected as this will enhance the skills as well as knowledge of
learner and by studying about this loyalty scheme of British Airways, learner will be able to
analysis on how customer loyalty effects business and its profitability and what measures are
adopted by organisations to retain its loyal customers.
Chapter Structure of research dissertation
There should be proper format in order to perform the research in effective manner. The
presentation of research should be design in effective manner so that it can be easily understood
by anyone. In this case researcher is going to implement definite structure which is mentioned
below:
Chapter 1: Introduction
5

this is the first chapter of the research it provides the brief summary about the topic of
research. It also defines goals and objectives of the research. This is the initiative steps which is
taken by the researcher in order to attain the effective outcome.
Chapter 2: Literature review
this is the second chapter which consist of dissertation which provide brief of the research
in order to proper running of training methods. It consists of data from the various types of
resource like journals and various published article. It depends on the dissertation in order to
accomplish aims and objectives in stipulated time period.
Chapter 3:Research Methodology
this is the third chapter of the dissertation which are mentioned after proper completion
of Literate Review part of report. It basically consists of detail information’s that has been
derived from the various findings of Report. It is made up of various tools and techniques that
will be used to collect as well as analyse data to arrive at conclusion.
Chapter 4: Data Analysis
The data which has been collected is analysed according to research questions and
objectives. It provides a detail information regarding the findings from data. It helps researcher
to present outcome in appropriate form so that reader will be able to understand the nature of
study.
Chapter 5: Conclusions and Recommendations
It is the last chapter of research work in this conclusion is drawn of the whole report
which is usually in accordance with research objective and aim of study. Recommendations is
given on that topic as how and what improvements can be made for the purpose of achieving
effectiveness.
Conclusion
From the above chapter it is conclude that there is different loyalty scheme play
important role in order to grab attention of customers. Further this section has provided aims and
objectives which are based on the selected topic. at last of the chapter reason for selecting the
topic is specified in context to make research more effective and efficient.
CHAPTER 2: LITERATURE REVIEW
2.1 Introduction
6

After the introduction chapter another one is literature review. It is considered as most
critical section in the entire dissertation. Under this section different authors views in relations to
the particular study are presented. Further, all the information collected in this section from
secondary sources. The present chapter helps in analysing the gap which is left by previous
researcher in their study. Therefore, this chapter will cover, the effectiveness of loyalty scheme
in market. Later it consists of the reasons behind loyalty of stakeholders and customers.
2.2 Measure the effectiveness of loyalty scheme in market
As per the view of (Abidin, Rusli and Khan, 2016, pp.95-111) The loyalty program is
nothing new, but this means it can be outdated. As per the investigation, the large number of
customers groups are make effectiveness in the loyalty of schemes and strategies in better
manner. Every year business can expand their loyalty program in the form of providing
discounts, special promotions, free rewards system, etc. that can help in redeem by customers.
While customer loyalty program is common place, evidence indication that are not seen as
strategies which are rendering the services and facilities in better manner. Therefore, the
measurement of impact on customer’s loyalty program which is not essential and develop new
reward system such as vouchers, game platforms and loyalty cards in effective manner. The
common way that are used by marketing manager of entire aviation industry is to measure the
results of loyalty program which is simple for comparing with sales quality of large number of
staff members against the sales of non-member, after that it will determine the high level of sales
number regarding loyalty program (Aaker and Joachimsthaler, 2012). There is correct attribution
which are missed the equation and the loyalty program is very complex for analysing the
company income and revenue in better manner. For measuring the effective loyalty scheme, they
need to follow all approaches and concept which are made by company. (Chuah, Marimuthu and
Ramayah, 2014, pp.532-541) argued that here are various aviation companies which are also
measure their customer’s loyalty system which helps them in analysing their needs and demand
and according to their demand, they are given them appropriate services and facilities. For
example; British Airways which is a multinational airline company provide high quality based
goods and services to their passengers as compared with this there are different airline
organisations such as Cello aviation, eastern airways, easy jet, etc. which are offering low cost
products and facilities to their passengers for making customers loyalty in proper manner. This
will maintain the goodwill and reputation of these organisation. The loyalty scheme can
7

encourage and motivate the business repeat and also assist their customer’s satisfaction. There
are advantages and disadvantages of various loyalty systems and this can assess their
effectiveness.
According to (Flint, Blocker and Boutin Jr, 2011, pp.219-230) sucessof loyalty programs
can be measured by applying benchmarking tools. For example if the sales of the firm or
revenues have been increased that mean program was realy sucessful and has attracted
consumers towards the brand. Customer stisfaction level,number of complains are another tools
that are helpful in measuring sucess of entire firm.If peopel are giving positiverevenies and they
are satisfied that clearly shows that program is sucessful.
According to (Espevik, Johnsen and Eid, 2011, pp.352-377) Point system is one of the
common loyalty program that is determine as points system. There are various customers who
are earning high points while buying with the help of member card. Such points are assembled
and gathered in various sort of discount and advantages of customers. Along with this, point
system is providing high loyalty program for their businesses whose customers are making small
but developing frequent buying systems. It is one of the great point system which maintain
loyalty system of Airline industry. This is one of the famous company which provide effective
services and facilities to their passengers. This is very simple system and Airways sector can
make random discount and special birthday rewards for maintaining their buyers in better
manner. While comparing between various aviation industry such as Cello aviation, eastern
airways, easy jet, etc. also offer these types of system and policies which assist them maintaining
customer’s loyalty. On other hand (Flint, Blocker and Boutin Jr, 2011, pp.219-230) stated that
point system it is not possible to measure the effectiveness of loyalty programs by using point
system. Tier system is the major difference between tiered program and points program is that
where tiered schemes can provide and offer reward system in the long time period. This system
work for serving small rewards for connecting with the program, after that they will increasing
the rewards cost by which customers will became loyal. It will tend towards work that can help
in doing appropriate task which need higher commitment such as insurance, travel and
hospitality sector (Chuah, Marimuthu and Ramayah, 2014). The airline sector will get
advantages with this system. If large customer base is buying small products and items, then they
will enjoy the services and facilities which are provided to them in the airline. The tiered system
will discourage them for the next level of unachievable.
8

Couto, Batista and Botelho, (2011) stated that time decay method is considered as most
effective approach in order to measure the sucess. This technique gives more weigh to such
activities that are helpful in raisng sales in business unit. If consumers are changing their
decsion and making purchase that clearly reflects that this loyalty proggram has givenpositive
results.
As per the view of (Hussain, Rahman and Hassan, 2012, pp.65) VIP status is all about for
getting customers to paying future privileges that can gain complex result or outcome, that can
show the certain possibility in better manner. At the time when VIP rewards program is tempting
from different business point of view then they will make and develop appropriate customer’s
services and facilities in their airlines. For the whole aviation sector, they are providing VIP
system to their rich passengers and other low class people does not getting all the high level
services and facilities in proper manner. (Laroche, Habibi and Richard, 2013, pp.76-82) argued
that Assess the effectiveness of rewards system is all about after execution of appropriate
customer’s loyalty program, this can be imperative while analysing and help in increasing the
retention system of customers or create high level of satisfaction among them. There are various
ways which help in doing effectiveness in the current business operations and functions. Some
terms which assist them in measuring the loyalty scheme in the large market place and also they
can evaluate the rewards program success level.
According to (Mandhachitara and Poolthong, 2011, pp.122-133) Customer retention rate
is clearly describing about measurement and evaluation of how will customers are stay in the
market place for long time period. The overall point of loyalty scheme assists in enhancing the
large number of buyers who are survive in the business area for lengthy period of time (Couto,
Batista and Botelho, 2011). For measuring and evaluating the difference between customer
retention among large group of members which is one of the major ways for determining the
loyalty scheme in the large market area. With the successful loyalty program, there are various
number which can be increasing in given time period as the huge number of loyalty scheme are
help in growing the members which lead towards gaining profitability and productivity.
(Hussain, Rahman and Hassan, 2012, pp.65) declared that Customer effort score will help in
measuring the business customer services and facilities which are based on actual experience
where customers have with their firm. Customer effort score determine with that how much
efforts are putting for resolving major issues and problems within an organisation. Along with
9

this, loyalty program is highlighting the expedited requests like British Airways and other airline
companies are supplying accurate services and facilities to their passengers in appropriate
manner.
As per the view of (Flint, Blocker and Boutin Jr, 2011, pp.219-230) Negative Move is
that which help in measuring and evaluating how various customers are attracted with their firm
at the large market place (Espevik, Johnsen and Eid, 2011). Therefore, in negative point is the
measurement of buyers who are leaving, updating their membership and purchase extra services
or facilities in appropriate way. So negative churn is an essential metric for tracking at the time
of smoothly running the loyalty program. For doing proper evaluation and measurement, it will
require to capable for individual users or customers and also track the volume of buying services
in given time period. This also helps in maintaining and controlling the whole loyalty scheme in
the market area. On other hand (Laroche, Habibi and Richard, 2013, pp.76-82) stated that Net
promoter score is term as customer satisfaction measured that can derivable from simple
customer response. It is one of the most general form of NPS which is the degree where
customers can recommend with firm to others that are based on scale from one to ten.
(Mandhachitara and Poolthong, 2011, pp.122-133) .argued that Loyalty program is
establishing in high range due in order to gain maximum benefits by satisfying clients’ needs or
demands. Their main motive is to expand the business across the regions for competing with
their rivalries. For example; British Airways is facing competition when other association are
flying their planes in same routes like; New York and JFK London is very busy route due to
which they are encountering numerous of issues. However, around 30 flights are going through
the same route in a single day such as; American, Virgin, Delta, Norwegian and Air India.
Hence, by having same path companies needs to make distinct initiatives by considering
necessary facts or figures so that they can easily compete with fluctuation factors such as;
emergence of several substitutes, changes in political norms, currency alteration and so on.
Aviation industry is trying to expand their business by coming with best program and sessions to
satisfied their consumer needs or demands. In fact, all the competitors are focussing in managing
each or every element such as spending funds in launching distinct loyalty sessions for
encouraging the minds of distinct customers.
Reasons behind loyalty of stakeholders and customers
10

According to (Marinković, Senić, Kocić and Šapić, 2013, pp.184-196) Loyalty is more
powerful word, and business has been capable for motivating and inspiring their company
position in better manner. At the time, when business stakeholders are satisfied with this, so they
are being loyal, competition become correct or relevant. An organisation seeks towards loyalty
from customers or stakeholders, their high level of performance by leaders that directly impact
on proactively developing their new and improved goods and services for their buyers and its
stakeholders. They are providing best quality based data and information to their customers and
on the other hand, they are partner with their buyers which help them and creating business
opportunities. (Minazzi, 2015, pp. 77-126) stated that Loyalty among customers and an
enterprise is possible when the role of leaders is present in large number of groups. The leader is
improving and maintaining their company effectiveness in better manner (Hussain, Rahman and
Hassan, 2012, pp.65). While regenerating the income, it is necessary for customers is to sustain
with the customer’s loyalty regarding customer base. The performance of effective leaders
should be highlighted, this will have desired towards customer’s loyalty, impact on business
operations and functions to make creative and innovative things, also developing appropriate
decisions with the help of customers and many other. All such activities and actions are
concentrating on anticipation of customers regarding their cost, quality and services. For
instance; British Airways are providing effective facilities and services to their stakeholders and
customers and also analysing the reason behind their loyalty in huge manner. This will create and
make appropriate reason for developing and maintaining loyalty among customers and
stakeholders regarding aviation sector services. On the other hand, airline organisation such as
Cello aviation, eastern airways, easy jet, etc. that are also adopting various methods and
techniques for maintaining customer’s loyalty.
As per the view of Eid, (2011, pp.78) the main reason of implementing such loyalty
programs in the business unit is to attract new consumers and make themloyal towards
thebrand.Each firm wants to increase its profit which is only possible when people are satisfied
with products and services.Such type of loyalty programs can support in infleuncing mind and
decsion of the consumers and can make them loyal towards the brands. According to
(Ramanathan and Ramanathan, 2011, pp.7-25) The concept of customer and stakeholder’s
loyalty is the main goal which manage and maintain the role of company leaders which is
applicable for other stakeholders, employees, community, society and owners. All such
11

stakeholders have their related demand, needs and all the leaders have their own goals and
objectives which help in performing better task or work which are able for motivating or
inspiring the loyalty system (Janotta, 2013). There is various reasons which help in maintaining
the customer’s loyalty that are described. Minazzi, (2015, pp. 77-126) declared that strengthen
the positive customer experience: As per the research, there are various services and facilities
which are offer by Airline Industry which help in maintaining and increasing the customer’s
loyalty towards their items and products which are provided by them to their customers or
passengers. At this stage, the customers need to understand about the company different services
and policies which they are serve at the time of using their facilities within the air-plane. A
loyalty program given the perfect scheme in proper manner.
For managing and maintaining effective relationship with enhancing the opportunities
and lower the risk level of each relationship and organisation can increasing their quality of their
intangible assets and after this this will increasing the whole valuation of the business concern.
This will also assist in maintaining the relationship with customers, employees, suppliers.
Competitors, owners and government in proper manner. For each and every group of the
integrity principle, authenticity and engagement should be implemented. There are some
strategies and policies which has been implementing by British Airways which increasing the
customers and stakeholder’s loyalty.
Minazzi, (2015, pp. 77-126) argued that stakeholder satisfaction plays significant role in
business unit, if the persons are satisfied with the organisation then they will give posiitve
comments which will help in changing mind of other individuals as well. This support the firm in
gaining competitive advanatge.
According to (Eid, 2011, pp.78) Personalisation in the airline industry, there are various
sectors which are satisfying their passengers needs and demands with more personalised
experience. For getting this, industry is adopting latest technology and method for managing
customers wants and demand (Minazzi, 2015). They are preferring the customer’s choice and
according to their request they are fulfilling all their needs and demands. British Airways can
give their passengers with more customised travelling experience which remember them for long
time period.
As per the view of (Espevik, Johnsen and Eid, 2011, pp.352-377) Rewards program in
Airlines industry giving rewards program which has been impulsive the power behind
12

customer’s loyalty. Therefore, the loyalty system is also known as frequent flier programs which
have track the number and offer incentives such as tickets and updating travel frequency. This
system is given in fair manner to each and every passenger. Revenue based program are structure
to rewarding the airlines appropriate customers that are based on spending money. The Airways
rewards are satisfying the customers loyalty and it will also be increasing and maintaining the
whole revenue based program. As compared with this, the other entire aviation sector is also
providing high amount of reward system to their employees which increasing their morale and
boost them towards doing effective work.
(Hussain, Rahman and Hassan, 2012, pp.65) argued that Customers feedback through
surveys is one of the most essential factor which ensure the customers loyalty. With the
assistance of this, different airline is looking forward for communicating with their customers
and desired to analyse the major opportunities for improving their services or facilities. The
delay in flights will continue towards the large number of passenger’s points and airline
company are mainly concentrate on making and developing improvement in their services in
effective manner (Newsome, Moore and Dowling, 2012). It is proactive approach for improving
their customer’s services for analysing surveys and examination of customer response for delay
in flights of British Airways. The staff members of airways need to effective communication
with their customers which help them in enhancing their relation and maintain this in strong way.
For knowing the customers concern, airline is capable for developing effective and motivated
loyalty based on rapid customer’s services in better manner. If an organisation provides them
low cost tickets and other facilities, then it will create high level of loyalty among customer or
stakeholders towards their services. British Airways are differentiated with their rivals from the
competitors, developing customer’s loyalty and encouraging income or revenue that are required
to incorporate certain methods and techniques.
As per the view of (Mandhachitara and Poolthong, 2011, pp.122-133) Premium economy
air cabins are all about purchasing their ticket and embark for higher the customer’s loyalty in
the airline in the future that are totally depend on their experience. They are providing
comfortable seats which is not higher reserved for first class passengers. It is becoming the
appropriate rules and regulations related to economy cabin and airlines are striving for providing
customers along with sense of customised. It is fastest growing cabin sector and they are offering
premium economy and this can have estimated in better manner. British Airways are doing
13

important amount of investigation which give preferences and choice of the customers. The
airline is expanding their economy premium that includes wool seating, sound system, LED
based television, lighting and as compare with this all other airlines companies are also providing
their customers effective needs and wants in better manner. These are different methods which
help in increasing customer’s loyalty in effective manner. This will help in managing and
maintaining the whole function of the business operations and their functions (Patankar, 2012).
Impact of loyalty development program on tourist allegiances
(Minazzi, 2015, pp. 77-126) argued that managers of overall industry is trying to
focussing in enhancement program for improving the company performance in much better way
by satisfying customers’ needs or demands in defined time frame. Their main objective is to grab
the opportunities which is emerging at market by adopting various useful strategies such as;
conducting awareness sessions, promoting schemes and so on. Consumers are seen as most
indispensable element for organisation success because products or services are finally
consumed by them only. On contrary to this (Laroche, Habibi and Richard, 2013, pp.76-82)
declared that employee are consider as mandatory asset for company because business activities
are managed and regulated by them. Therefore, it has been analysed that employees and
consumers both of them are playing every eminent role in success. Beside this, entire aviation
industry is engaging in several program for creating positive relations with their users in order to
gain their trust or loyalty. In fact, attainment of client loyalty is highly useful for tourist
commitments and preferences as it affects the sales performance of an organisation.
Tourism industry is growing in a rapid sense due to increase in consumer demands as
every individual wanted to try something new or different as well as wish to experience
innovative things. Thus, British Airways is trying to gain loyalty of consumers by serving them
in a best manner. Loyal clients are seen as primary elements for every association because cost
of selling new customers is more than offering it to existing one. Basically, loyalty program are
those activities in which attractive rewards is provide by an organisation to its users in order to
enforce them towards purchasing specific product (Smith, 2012). Travelling industry is
becoming more competitive due to emergence of new entering rivalries with close substitutes.
For example; British Airways is feeling conscious due to introduction of several other aviation
organisations with totally unique or different ideas. In order to compete with threats and
competition company is involving in establishing various other events for gaining consumer
14

trust. On contrary to this, it has been assessed that number of aviation companies are identified
which are facing major problem while implementing loyalty program such as; easy jet is not
having that much of positive image as compare with their competitors. Hence, because of
increment in competition Btish Airways is getting enforced towards introducing creative ideas or
thoughts of capturing minds of customers as well as trying to retaining. For example; insurance
of hospitality industry, additional benefits and so on.
According to (Ramanathan and Ramanathan, 2011, pp.7-25) it has been stated that
loyalty marketing program plays a very eminent role in maximizing the income level of business
entity. For instance; in US consumers hold around 3.3 billion memberships due to which around
26% revenue get increased in coming time frame. Aviation industry is improving their
performance by adopting several additional strategies as well as advanced technology to seek the
attention of customers. Moreover, some of the major loyalty events are; offering special
discounts on buying products, packages, seasonal offers and so on. Loyalty program have a
major impact on entire airline industry.
(Laroche, Habibi and Richard, 2013, pp.76-82) argued that Impact of loyalty on income
is all about entire corporate world are establishing for gaining maximum profits by
accomplishing business activities in much better way. In fact, strong loyalty sessions are useful
in maximizing the spending potentiality of consumers as well as they get attracted towards
particular products.
15

According to this graphical representation it has been analysed that sales of industry can
automatically increase due to loyal; consumers because they are regular and trustable one. In
fact, data is showing the profit level of aviation sector which get maximized due to more or more
loyalty of clients. For instance; British Airways is investing maximum funds in gaining
consumer attention by accomplishing various useful activities. Therefore, above data is showing
the major relationship between sales and loyalty of clients. It means foreign clients are
automatically get influenced by services offered by company due to its effectiveness and
uniqueness. Apart from this, overall aviation industry is focussing on consumer choice or
preferences and trying to maximize retention through several other events which may attract the
minds of clients.
As per the view of (Flint, Blocker and Boutin Jr, 2011, pp.219-230) Impact of loyalty on
acquisition is essential to gain the attention of users by adopting various other program such as;
advertisement, PR campaigns, marketing, social media and so on. Loyalty sessions are
consuming minimum amount as compared with advanced technology of acquiring consumers
because social media as well as other mode of tools are adopting maximum amount of funds.
Whereas, events are not consisting high range of funds due to presence of users (Taylor, 2011).
16
Figure 2: European airline
Source: (European airline, 2015)

Additionally, campaigns are also using by industry for improving their performance across
international marketplace because with the use of these type of tools company can easily gain the
information about specific users. Acquisition is all about seeking minds of final customers by
adopting some of the useful tools or machinery in order to create a trustworthy connection
between users and company. As a result, industry get succeeded in continuing their business for
long term and attain future vision in a defined time frame. In today's world consumers are
demanding more or more from their selected brands. For example; loyal clients of British
Airways are demanding more economy in minimum price, some major special discounts and so
on. Hence, it has been assessed that loyalty program are seen as major door through users can
enter.
(Chuah, Marimuthu and Ramayah, 2014, pp.532-541) stated that loyalty impact on
finding suitable users is element consumers whomsoever are buying discounted products and
services then it acts as heavy burden on organisational financial health. Basically, profit or
amount which is earned by these type of customers are very less as compared with amount that
incurred while serving them. For instance; According to Gary Hawkins who is CEO of US based
Green Hills supermarket identified that out of 10 only 3 consumers are helps in generating
enough profit for covering the expense which is incurred during entire process.
By analysing all the above information one thing is determined that aviation industry is
fully influenced by loyalty program because it affects the company performance, sales,
acquisition hence forth. Additionally, aviation industry is also engaged in various other loyalty
development program for improving the current method of capturing consumers in order to gain
more return on initial investment.
Ways for enhancing the quality of loyalty program
According to (Abidin, Rusli and Khan, 2016, pp.95-111) Aviation industry are involving
in conducting or planning various program or sessions for encouraging customers towards
specific brand in order to maximize the income level of overall industry. Thus, entire aviation
industry is concentrating in designing few major activities or strategies to analyse the need or
demand of users for making plans as per current situations. In today's advanced world every
consumeris becoming more qualitative instead of low price because of image at societal place. In
order to maintain goodwill an association is engaging in offering best quality to their customers
which resulted in maximization of users demands. Beside this, numerous of loyalty program or
17

sessions are introducing in these days for motivating society towards particular brand in order to
improve the technique of serving clients. It helps an association in various manner such as;
increase the amount of revenue, create a healthy relation with final users, establish the image at
marketplace and so on. As a result, airline industry can automatically attain their long term and
short term vision by gaining trust of domestic as well as foreign clients (Wallen and Fraenkel,
2013). Apart from this number of things needs to improve at global level in order to control the
possibilities of mistakes and losses. Some of the necessary initiatives which must be taken by
entire aviation industry to gain maximum benefits in a minimum time frame.
(Attar, Haghighat,and Ghassemi, 2016, pp.313-316) argued that Consideration of
consumer choice is an initial thing which needs to consider is that while designing loyalty
sessions it is essential for company to have a personal conversation or interaction with distinct
consumers. As everyone knows that choice or preferences are differ from users to users due to
number of reason such as; background, religion, beliefs, environment and so on. Therefore,
company needs to understand the preferences of local, regional and foreign clients in order to
control the probabilities of losses and errors. However, overall sector is a most successful
industry at global market due to which they need to consider essential elements for defending
their image from getting misused. Thus, managers of industry always identify the requirement of
desired consumers for enhancing productivity which resulted in improvement in quality of
loyalty program.
According to (Marinković, Senić, Kocić and Šapić, 2013, pp.184-196) Need to keep it on
time means in this running world every individual wanted immediate gratification without
wasting time because all are in hurry and wanted to attain their goals in a less time. It means
company is liable for conducting things on a timely basis for preventing consumers in better
way. Duration is most indispensable factor which must be consider for improving the
performance of an association which resulted in acquiring loyalty of clients.
18

Easy to access means few uneducated people don't know how to understand various
things as well as not aware about the method of accessing advanced technologies. Therefore, in
order to resolve these kind of problems company needs to make easy plan or policies so that
every member can easily access without facing much more issues.
Make it valuable says that loyalty program are consuming lots of money and time as
well as required experience for attaining target set at initial stage. Mostly, consumers always
prefer valuable things which is useful for their use. Thus, company needs to make things
valuable instead of invaluable.
Apart from all these above factors it has been understood that as per the viewpoint of
(Ramanathan and Ramanathan, 2011, pp.7-25) it is stated that number of things needs to change
for improving quality of loyalty program because gaining satisfaction of users is highly complex
process. Meanwhile every individual is having their own choice or preferences due to which
British Airways is focussing on maintaining quality of events. However, quality is maintained
through usage of modern technologies as well as required to introduce advanced things at
19
Figure 3: Running Out of Time
Source: (Running Out of Time, 2018)

marketplace in order to fulfil the demand of clients. Apart from all the above data some of the
major changes that must be done by company for improving quality of loyalty program.
Plan needs to make appropriate strategy for reducing possibilities of mistakes and errors
in a minimum time frame. Along with this, it aids in controlling losses by understanding the
needs of customers which are differ in various terms.
According to Newsome, Moore and Dowling, 2012 it is stated that appoint skilled or
talented employeeshelps mangers while accomplishing business activities by implementing all
the activities in much appropriate manner. Employees are playing a very crucial role at
workplace by performing business activities by considering things as well as fulfils the needs of
various users.
As per the view of (Minazzi, 2015, pp. 77-126) Implement advanced technology is a
major component or modern tools are playing major role while designing loyalty program
because it aids in completing set objectives in a minimum time period. Along with this, aids in
protecting confidential information from exploitative activities. Moreover, overall industry is
surrounded with various several tools and consumers are getting addicted towards modern
technologies due to which company needs to focus on advanced tools for attaining set objectives.
Hence, it has been determined that above factors play a very eminent role in improving
the performance of entire industry by conducting various loyalty program at marketplace. As a
result, industry can easily enforce the desired users towards buying of specific items in order to
maximize profit level of entire industry. Thus, industry is considering necessary elements for
maintaining the service quality in order to cope up with current emerging problems which affects
the success of an association in various manner.
Conclusion
From the literature review chapter, it is concluded that there are Loyalty is more powerful
word, and business has been capable for motivating and inspiring their company position in
better manner. Further, this chapter has provided detail information related to the impact of
loyalty scheme which help in filling the gaps left by previous researcher.
20

CHAPTER 3: RESEARCH METHODLOGY
3.1 What it’s all about
Research methods are known as the theory through which a scholar can lead to make
sense of the object of inquiry. In the research methodology, research strategy is known as the
general plan of the way the scholar has gone about answering all the research questions. The
presen study is all about on the impact of loyalty scheme on tourist fidelity towards the British
Airways. In order to identify the real impact different types of research methods will be used in
this chapter.
3.2 Research strategy
Introduction
To conduct a research in an appropriate manner, it is important for the investigator to
select right technique or strategy which allows to accomplish objectives of the research. It can be
chosen as per the accordance to the requirements of the research (Abidin, Rusli and Khan, 2016).
However, research strategies are based on inductive and deductive approach. There are different
types of research strategies that are as follows
Case study
Case study leads to involve empirical investigation of the study contemporary
phenomenon which lead to adoption various sources of evidence. This strategy is opposite of
experimental because it does not bound to a context. For the present research this method is not
considered by the scholar because it leads to focused on less and one case information which do
not help in gaining valid outcome (Mammen, Norton and Butz, 2016).
Survey
Survey method is linked with the deductive approach. Survey method is used by most of
the researchers who conduct studies on business and management. It enables to collect a large
amount of information from sizeable target population (Mammen, Norton and Butz, 2016). At
last, it can be analysed through the use of descriptive and inferential analysis tools. For the
present research survey method is considered by the scholar in order to gain primary information
for the selected topic. Among all the methods of data collection for research purposes, the survey
is considered by most of the scholar because of its various advantages. Some of its main
21

advantages such as it possesses high level of general capability for representing a large number
of population. Along with this, it is low cost method which help researcher in conducting
primary research at low cost. One of the it’s another main benefit is that it can be administered in
different modes which lead to include online survey, email survey etc. it shows that the
flexibility in collecting new information.
Survey instrument
A survey instrument is known as the tool for consistently implementing a scientific
protocol to gather information from participants (Creswell and Poth, 2017). A survey instruments
lead to include questionnaire which help in addressing objectives of the selected study.
Questionnaire method is considered for carrying out survey. The two most common types
of survey questions are close ended and open ended. For the present dissertation, close ended
questions are asked from customers (Edson, Henning and Sankaran, 2016). In this, respondent is
provided with a list of predetermined responses from which they can easily choose their answers.
It is an effective technique in order to know the views and opinions of respondents related to the
provided questions. Survey helps in measuring the opinions, beliefs and knowledge in response
to specific question. Along with this, it helps in providing quickly and easily lots of information
from people. Due to this reason survey method is considered in order to collected primary
information’s. Reason for avoiding other primary sources such as interview because interview
method is time consuming and it is not easy to analysis. Further information may be less reliable
which can put adverse impact on reliability (Hwang, and Anzai, 2016).
Action research
Action research is based on the four themes in which 1st theme is known as the focus on
purpose of research for instance to study the implications of change in the firm. Apart from this,
the role of scholar within the research study is to gather and analyse information. It is important
for scholar to be work in the change management process or they are facing the implications of
change in the case organisations (Mammen, Norton and Butz, 2016). Thirdly, the process of
diagnosing, planning and making selection of appropriate action is known as the central theme of
this strategy. At last, theme shows that action research must have implications beyond the
immediate investigation. Reason for not selecting action research is that it is suitable for the
education research.
22

Ethnography
It can be stated that ethnography is rooted definitely in inductive approach. The
determination of this approach is to describe and elucidate research subjects in a way that it can
provide an explanation and clarification to the subjects. However, it is known as the time-
consuming strategy due to which most of the studies in business sued to avoid this strategy. One
of the disadvantage of this method is that it is difficult to replicate and all the primarily
information are heavily reliant on the ethnographer (Muriana and Vizzini, 2017).
Experimental research
It is a type of research which is applied for natural sciences with an aim to study casual
links. Further, it can be said that it helps in examining whether the change in independent
variable encouraged change to dependent variable or not. However, in classic experiments two or
more group can be shaped with each of them can be signified as experimental group.
Historical research
Historical method is comprising of the techniques and guidelines through which historian
use primary sources and other evidence. It refers to the use of primary historical data for
answering the questions (Attar, Haghighat. and Ghassemi, 2016). Reason for avoiding this
method is that it cannot control over threats to internal validity. Further chances of bias are high
while interpreting historical sources.
Grounded theory
It is one of the best examples of mixed approaches which emphasises on building a
theory. It is adopted for predicting and explaining the behaviour. At the time when researcher
adopts this strategy then it initiates with development of theoretical framework. Hence, new
theories are constructed based on the theoretical framework. Adoption of grounded theory is
known as time consuming process and it is not much easier to conduct. Along with this there is
great room for induced by bias for the scholar is included. Due to this research researcher has
avoided selection of this theory in the present investigation (Médici and Allen, 2016).
Research approach
Qualitative research is known as the type of research methodology which leads to focus
on the theories and the models that assist in understanding the objectives in an effective manner.
23

Hence, it is considered as an effective strategy which helps in determining the subjective idea of
the research. Apart from this, in qualitative, there are different types of researches which are
carried out by the scholar which help in gaining in-depth understanding for the subject matter.
On the other side, quantitative research strategy is known as the type of method that
makes proper evaluation with the use of mathematical and statistical approach (Peter, Werner
and Alavi, 2017). Complete information which is carried out by scholar can be properly
evaluated with the support of all this technique. It can also be considered as an effective tool to
conduct an analysis for collected information. Along with this, it also supports in collecting
information through analysis and measures which are carried out with the use of statistical
techniques and tools.
For the present research qualitative research strategy has been adopted by the scholar. It
is because it helps in developing depth understanding related to the selected topic. By applying
this qulitative research individual has becomeable to find out facts about on the impact of loyalty
scheme on tourist fidelity towards the British Airways. Further, it will help in determining
models and theories which are appropriate for the research. Due to its effectiveness and
efficiency research has chosen qualitative research strategy.
Sampling technique
Sampling can be defined as the method or the technique which consists of selection of the
portion from the entire population. It is classified into two types, that is, probability and non-
probability. Non-probability sampling method includes all members of the population who have
a chance of participating in the study (Wright, Wahoush. and Jack, 2016). It is considered as cost
and time effectiveness sampling method as compared to the probability sampling method.
However, some of its disadvantage such as unknown proportion of the entire population is not
included in the sample group i.e. lack of representation of the entire population.
On the other side in probability sampling method each population member has known as
zero percent of chance of being selected in the study. One of the main advantage of selecting this
method is that it helps in avoiding the chances of systematic error and sampling bias. Along with
this it also increases accuracy of sampling error estimations (Mebius, Kennedy and Howick,
2016)
24

There are different methods included in probability sampling such as simple random,
stratified, cluster, etc. For the present research, random sampling method is considered by the
scholar in order to carry out survey (Winit‐Watjana, 2016). It is considered as purest and most
straightforward probability strategy. Reason for choosing this method is that it helps in reducing
the chances of biasness.
Target population is customers because they are more aware about the loyalty scheme provided
to them while making purchase of products and services. There are wide range of offers provided
by aviation companies to influence customers. Hence, customers can provide their view that how
much they are influence from company’s loyalty scheme (Bathelt and Glückler, 2017).
Here 50 customers were selected of Bursitis airway company for survey. Reason for
selecting customers is that they take benefits of loyalty scheme so they can easily provide
specific answers.
50 customers were selected because it’s a sample size which is neither low nor too high.
Along with this, it was convenient for researcher to conduct survey in an effective manner as per
considering time and cost.
Positive and phenomenology
Phenomenology philosophy in research focuses on experience, events and occurrence
with disregard or less regard for the external and physical reality. It is also known as non-
positivism. Further, in this idea are generated from rich amount of data by means of induction.
There are some advantages of this approach such as it leads to include better understanding of
meaning which are attached by individuals and its influence to the growth of new theories. On
the other side positivism philosophy is follow the view that only factual knowledge can be
gained through observations (Cooper, Desjardins and Croll, 2016). At the time of carrying out
positivism studies the role of the scholar is to limited the data gathering and clarification in an
objective way. Its benefit is that it leads to cove wide coverage of the range of situations.
Research philosophy
This is thought to be the conviction of analyst with respect to the ways that can help in
examining, assessing and gathering the data. Further, it additionally empowers to make
legitimate investigation of the sources that empowers to build up the idea of study. At the point
25

when the examination makes utilization of suitable research theory, at that point it sets up
legitimate conclusion for the exploration subject (Flick, 2015).
Positivism philosophy around conveying the investigation in which the targets are
evaluated. Further, all the false realities that included are wiped out with the assistance of this
examination. It is done in basic way that empowers to consolidate the sensible angle and
concentrating on exploratory perception. Justifying research strategy
Research strategy is important techniques which help in conducting a research in
appropriate manner. With the use of research strategy, the scholar can easily conduct research to
reach its aims and objectives. It helps researcher in understanding way through which
information can be gathered and analysed in an effective manner.
Reliability and validity
Reliability is known as the degree to which research method produces stable and
consistent results. Research reliability is known as measures of reliability which have been
obtained through conducting the same test more than once after a period of time from sample
participants. There are different types of reliability test which can be applied in respect to
determining the reliability of research (Toye, Williamson and Lamb, 2016). On the other side
validity in survey is related to the extent at which survey measure right elements which are
required to be measured. For the present research formality validity can be applied which help in
measuring the effectiveness in terms of providing information which can be used for refining
precise features of the phenomenon.
Data collection
Data collection is one of the important parts in the research methodology chapter in which large
amount of information is collected from different sources to make research more effective and
efficient. It is important for the scholar to collect information and data from different sources in
order to gain valid outcomes (Tight, 2016). There are two essential sources from where
information can be easily collected i.e. primary and secondary. In primary, such type of
information is gathered which is new and does not published in books or journals yet. On the
other side, secondary is such type of information which is already published in books and
journals by different authors. It is also considered as the second-hand information which supports
research findings. The present research is based on the investigation of loyalty scheme of British
26

Airways and its impact on the fidelity of tourists towards aviation sector, therefore both primary
as well as secondary information has been gathered from different sources. In primary survey
method and in secondary, books and articles are considered by investigator.
Recruitment strategy
Sampling is considered as important for both qualitative and quantitative research. For a
qualitative researcher it is important to make sure that they can access their participants and they
must have experience related to phenomenon under study. There are more strategies which have
been proven fruitful such as contacting experts, going to exhibition in the target field and talking
to expert person etc. (Kerr, Eckert and Wandwabwa, 2016). In order to recruit participant’s
researcher has used survey monkey site. Exclusion criteria has been considered for selecting
participants.
Framework for data analysis
After collection of primary information, it is important to ensure that proper steps are
taken that help in analysing the collected information. This is required to be done so that
complete information is collected and presented in such a manner that viewers will easily
understand them. To analyse the collected information, there are two methods which can be
considered by the scholar i.e. qualitative and quantitative (Edson, Henning and Sankaran, 2016).
Qualitative technique is consisting of making analysis of the questions which are asked
by scholar at the time of qustionnaire. It leads to include thematic analysis in which all questions
are analysed based on responses which are provided in survey. It is effective enough in
understanding the requirements and type of perception which is carried out by each of the
participants (Bailly and Comino, 2017). Along with this, thematic analysis is helpful enough in
respect to shows collected data in the form of charts, graphs, tables, etc. For instance, at the time
when majority of the people who have chosen a particular option that can be find out and
presented in the form of tables, charts and graph. It leads to enable viewers to understand the
collected information in a systematic manner.
On the other side, quantitative method which enable to make selection of statistical and
mathematical tools which are helpful for making comparative analysis. Different statistical tools
such as SPSS which can be considered for understanding the requirements in effective manner.
27

For the present research, qualitative technique has been considered by scholar in respect to
analysis the information (Creswell and Poth, 2017). Thematic technique is undertaken in which
different themes has been prepared by scholar on the basis of outcomes and interpretation is
done. It is considered as an effective technique of presenting information and for reaching valid
outcome
Limitation and potential analysis
There are few limitations which can be faced by scholar and it is essential to consider
them while carrying out research. Below are some limitations which can be faced by the scholar.
Here are few limitations and way to overcome them like:
 Aim and objectives: Aim and objectives are base of the study that it is important to
frame them properly so that researcher which help in gaining proper outcome. Here,
proper aims and objectives are formed for reducing any type of limitations:
 Limitation of time: There are different types of activities within the dissertation which
are required to be completed on time (Winit‐Watjana, 2016). At the time when delay in
one of the activity is done then it leads to increase the cost as well as time. In order to
overcome this limitation, researcher needs to schedule each activity in Gantt chart and
complete in provided time period.
 Limitation of resources: In all the activities, there is certain cost associated. It is
essential that proper planning is done so that research can be completed in available cost.
Along with this, the collected information needs to be evaluated in a right manner for
getting valid outcomes (Wright, Wahoush. and Jack, 2016).
Further reading
Further research can be stated as a systematic study of thinkable future events and
condition. There is some another research method which can be used for the research are such as
research design, philosophies etc. these all methods are also effective enough in order to carrying
out research in a right direction (Mebius, Kennedy and Howick, 2016). Apart from this interview
method for collecting the information is also appropriate method which can be used rather than
survey. Hence, it can be stated that there are different types of research methods which are
appropriate as per the nature of investigation.
28

3.3 Summary of key points.
From the above research methodology chapter, it is summarised that there are different
methods of data collection which can be used for gathering large amount of information.
Different types of research design are such as experimental, historical and grounded theory
which can be considered by scholar. Grounded theory is known as the best example of mixed
approaches which emphasis on building a theory. At the time of adopting this strategy it leads to
initiates with development of theoretical framework. The however this is a time-consuming
theory due to which research avoid using of it. Further it is determined that survey method is one
of the effective methods which can be used for collecting information from large number of
populations. There are various sampling techniques which can be considered for selecting people
for the research purposes. Apart from this it is identified that sampling is considered as important
for both qualitative and quantitative research. Qualitative strategy is known as appropriate
strategy that help conducting depth analysis. Thematic technique is considered as effective
technique in which different themes are prepared by scholar that help in gaining valid outcome.
At last selection of tools and techniques for collection of data is important to done properly so
that objectives of the study can be accomplished.
29

CHATPER 4: DATA ANALYSIS
4.1 Introduction
At the time of collecting all the information and data it is essential to properly analyse it
with the use of appropriate technique in order to get valid outcome. It assists in determining
results from the responses which are provided by the customers of British Airways. To analyse
the information qualitative technique is used by scholar. More specifically, thematic technique is
applied and supported by tables, graphs and charts and interpretation is done based on results.
4.2 Statistical analsyis
This quantitative analsyis will support in increasing accuracy of results. This is standarised
method that allows researcher in minimising bias. By this way schoalr can address issues
effectively adn can get valid results.
Correlation
Correlations
a loyalty card
makes
convenient to
travel with
British Airways
British Airways
provide support
in developing
understanding
of their loyalty
scheme
a loyalty card makes
convenient to travel with
British Airways
Pearson Correlation 1 .165
Sig. (2-tailed) .252
N 50 50
British Airways provide
support in developing
understanding of their loyalty
scheme
Pearson Correlation .165 1
Sig. (2-tailed) .252
N 50 50
Findings and analysis: The results derived showcase that loyalty card makes convenient to
travel with British Airwayse is highly correlated with the British Airways provide support in
developing understanding of their loyalty scheme aspearson’s correlation coefficient is founded
to .165 express that higher the a loyalty card makes convenient to travel with British Airways.
Regression
Variables Entered/Removeda
30

Model Variables
Entered
Variables
Removed
Method
1
a loyalty card
make
convenient to
travel with
British Airways
. Enter
a Dependent variable: loyalty card makes convenient to
travel with British Airways
b. All requested variables entered.
Model Summary
Model R R Square Adjusted R
Square
Std. Error of the
Estimate
1 .026a .001 -.020 1.52549
a loyalty card make convenient to travel with British Airways
ANOVAa
Model Sum of Squares df Mean Square F Sig.
1
Regression .078 1 .078 .034 .855b
Residual 111.702 48 2.327
Total 111.780 49
A Dependent variable: loyalty card make convenient to travel with British Airways
b. Predictors: (Constant), loyalty program lead to increase loyalty toward British Airways
Coefficients
Model Unstandardized Coefficients Standardized
Coefficients
t Sig.
B Std. Error Beta
1
(Constant) 2.548 .447 5.697 .000
loyalty program lead to
increase loyalty toward
British Airways
.027 .146 .026 .183 .855
a. Dependent variable a loyalty card can make convenient to travel with British Airways
31

Interpretation
Based on the results, it can be seen that correlation is founded to 0..026 whereas value of
R square is .001means a loyalty card can make convenient to travel with British
Airways(different types of loyalty card are independent directors) has a high level of positive
relationship with the ROCE. As per the Anova table, sig. value is identified to 0.855 above the
acceptable level (α) of 0.05 which indicates that there are no evidences available to support null
hypothesis, henceforth, it becomes clear that loyalty card has a significant level of relationship
on the increase in loyalty toward the company. The multiple regression table reflects that audit
committee size has a significant positive impact on the ROCE because at 0.05 sig.
4.2 Thematic analysis
It is one of the effective techniques which can be used for analysing qualitative and
subjective information related to the subject matter. In thematic analysis, various themes, charts
and graphs are prepared for attaining the objective in an effective manner. Here below are
provided thematic analysis of conducted primary research.
Theme 1: Aware about loyalty scheme of British Airways
Yes
60%
No
30%
Do not know
10%
1.Are you aware about loyalty scheme of
British airways company?
Yes
No
Do not know
Interpretation and analysis: According to the collected information it has been found that out
of 50 respondents, 60% stated that they are aware about the loyalty scheme of British Airways.
32

They mostly used to book tickets from the BritishAirways and firm make them aware about
different types of loyalty program. On the other side, 30% do not aware about it. Loyalty scheme
is mostly for customers who are regular as they do not prefer flight of British Airways regularly
and 10% said that they do not know much about their loyalty scheme. Therefore, it can be said
that there are most of the customers who know about loyalty scheme and they are aware about it.
Theme 2: Customers are part of British Airways loyalty program
60%
40%
2. Are you a part of British airways
company loyalty program?
Yes
No
Interpretation and analysis: From the data collected, it has been found that out of 50
respondents, 60%of respondents said they are part of British Airways loyalty program. As they
are regular customers of British Airways due to which firm offer them different type of loyalty
program which provide them various number of benefits. On the other side 40%said not they are
not part of the loyalty program. Hence it is analysed that British Airways cares about their
customer and to retain them they used to provide loyalty scheme for retaining them.
Theme 3: Received benefit from loyalty scheme of British Airways
33

40%
60%
3. Do you received any benefit from
loyalty scheme of British airways
company?
Yes No
Interpretation and analysis:In the questionnaire survey conducted by customers of British
Airways, it has been found that out of 50 respondents, 60%of respondents state that yes they
received benefit from loyalty scheme of British Airways. There are many customers who take
advantage of loyalty scheme as because they may be business man who mostly visit for attaining
conference or meeting in other countries and with the help of this loyalty scheme they get
discount and some other additional facility which benefits them. On the other side 10%yet not
received any type of benefits from the loyalty scheme. They travel less due to which it become
tough for them to gain benefit from loyalty scheme of British Airways.
Theme 4: While booking the flight loyalty card is highly important
40%
30%
10%
20%
4. When booking a flight, how
important is the airline loyalty
scheme?
Highly important
Important
Less important
Not important
34

Interpretation and analysis: The findings of primary research show the fact that at the time of
booking loyalty card play significant role. Out of 50 respondents, 40% saidloyalty card is highly
important, 20%of respondents said only important for them. They gain lots of benefits from the
loyalty card because it provides discount and other types of benefits to them. On the other side,
10% said less important and for30% it’s not important for booking flight. Hence, it is analysed
that loyalty card of British Airways provide lots of benefits to customers. Once the loyalty points
are hold the key to assist them to get more and travel more. Along with this, customers also get
cashback offers for booking the tickets which shows the importance of loyalty card.
Theme 5: British Airway always meet expectations
26%
28%10%
20%
16%
5. Does British airway company
always meet your expectation?
Highly agree Agree Neutral Disagree Highly disagree
Interpretation and analysis: Interpretation and analysis:In the questionnaire survey
conducted by customers of British Airways, it has been found that out of 50 respondents 26%of
respondents are highly agreed and 28% only agreed that British Airway always meet your
expectation. British airway used to provide wide range of services to customers on time. Further,
they also received benefits because they regular customers.On the other side, 20% do not agreed
16%highly disagreed with the given statement. However, 10%among them are neutral because
they are neither agreed nor disagreed from the above question. Hence, it is analysed that
providing quality services to customers and fulfilling their expectation lead to increase their
satisfaction level and also assist in retaining them for longer time.
35

Theme 6: Customers do not provide positive things about the British Airways to other
people
20%
16%
14%20%
30%
6. Do you provide positive things
about the British airways company to
other people?
Highly agree Agree Neutral
Disagree Highly disagree
Interpretation and analysis: According to the collected information it has been found that out
of 50 respondents, 20% of respondents are highly disagreed and 16% only disagreed that
customersprovide positive things about the British Airways to other people. On the other side,
20%do not agreed,30% highly agreed with the given statement. They do travel but them not able
to receive much more effective services due to which it become tough for them to carry out
research in an effective manner. However, 14%among them are neutral because they are neither
agreed nor disagreed from the question. It is analysed that people do not provide positive review
to other as because they are not much satisfied from the services. However, it may be because of
lack of effective loyalty scheme for existing people. Thus, it is important for company to ensure
that they focus on improving their loyalty scheme so that people can provide positive review
about them.
Theme 7: British Airways provide high quality-based goods and services to their
passengers as compared to others
36

24%
32%10%
20%
14%
7. British airways company provide high
quality based goods and services to their
passengers as compared to others?
Highly agree Agree Neutral
Disagree Highly disagree
Interpretation and analysis: Interpretation and analysis:In the questionnaire survey
conducted by customers of British Airways, it has been found that out of 50 respondents 24% are
highly agreed and 32% only agreed British Airways provide high quality-based goods and
services to their passengers as compared to others. They received services as per their
expectation due to which they are satisfied with their quality of services. On the other side,
20%do not agreed 14%highly disagreed with the given statement.However, 10%among them are
neutral because they are neither agreed nor disagreed from the above question. Hence, it can be
analysed that British Airways deliver quality based products due to which it is highly prefer by
customers. Along with this, company ensure that they received services as per their expectation
which help in retaining customers.
Theme 8: Tier loyalty program is offered by British Airways
37

40%
16%
24%
20%
8. Which type of loyalty program is
offered to you by British airways
company?
Tier system
VIP status
Point system
other program
Interpretation and analysis: From the information collected, it has been observed that different
types of loyalty card which is offered by British Airways. Out of 50, 40%state that Tier system is
a type of loyalty program is offered to customers by British Airways. While 16% said that VIP
system and 24%, point system and 20% said other programs. Hence, there are various types of
loyalty scheme but one of among them is known as Tier which is mostly liked by customers. Tier
system is one of the effective loyaltyprograms which is liked by customers. It leads to make
higher their status and they can spend more on flights as the more benefit they can gain. In this
notion is to entice consumers with perks at the early stages so that they keep coming back to
more.
Theme 9: Tier system is more effective loyalty scheme as compared to other scheme
38

24%
30%10%
20%
16%
9. Do you think Tier system help in
making more loyalty as compared to
other scheme?
Highly agree
Agree
Neutral
Disagree
Highly disagree
Interpretation and analysis: According to the collected information it has been found that out
of 50 participants 24% are highly agreed and 30% only agreed thatTier system is more effective
loyalty scheme as compared to another scheme.They said it is one of the great ways for
encouraging them to repeat purchase. On the other side, 20%do not agreed 16%highly disagreed
with the given statement. However, 10%among them are neutral because they are neither agreed
nor disagreed from the above question. Hence, it is analysed that tier system is one of the
effective programs on which company should focus in order to increase customer base. It is
analysed that this program leads to offer various rewards which are depends on which tier
customer is in. In order to reach next tier customers, need to pass a pre-determined milestone.
This lead to encourage customers to interact with different aspect of program and add bonus in
the program.
Theme 10: Having a loyalty card make convenient to travel with British Airways
39

32%
26%
6%
20%
16%
10. Having a loyalty card make
convenient to travel with British
Airways?
Highly agree
Agree
Neutral
Disagree
Highly disagree
Interpretation and analysis: From the data collected, it has been found that out of 50
respondents, 20% are highly agreed and 16% only agreed thathaving a loyalty card make
convenient to travel from British Airway. It is convenient for them because customers. They said
that it helps them in gaining rewards as per the level of increases in their purchase of their
company products and services. On the other side, 26%do not agreed 32%highly disagreed with
the given statement. However, 10% among them are neutral because they are neither agreed nor
disagreed from the above question.Hence it is analysed that goal of loyalty program is to drive
customer retention. This program is convenient for customers as because they get many benefits
from them such as discounts, additional services etc. Through the help of loyalty card program
customers can easily save their money and gain many benefits at the time of booking with
BritishAirways.
Theme 11: British Airways do not provide support in developing understanding of their
loyalty scheme
40

19%
15%
10%31%
25%
11. Does British airways company provide
support in developing understanding of
their loyalty scheme?
Highly agree Agree Neutral
Disagree Highly disagree
Interpretation and analysis: From the data collected, it has been found that out of 50
respondents, 20% are highly agreed and 16% only agreed thatBritish Airways do notprovide
support in developing understanding of their loyalty scheme. They don’t know the way to take
benefits from such program due to which it become difficult to use them in an effective manner.
They earned points but cannot redeem them which make them dissatisfied. On the other side,
32% do not agreed and26% highly disagreed with the given statement. However, 10% among
them are neutral because they are neither agreed nor disagreed from the above question. It is
analysed that there are different types of loyalty card which are implemented in their company
but customers are not able to take advantages from them because of lack of knowledge about it.
There are many customers who do not know how to redeem points earned by them as because of
lack of knowledge and support from employees of British Airways. This lead to put negative
impact of the company on customer’s perception.
Theme 12: British Airways loyalty scheme are much better as compared to other airway
companies.
41

30%
40%
6%
10%
14%
12. Do you think British airways
company loyalty scheme are much
better as compared to other airway
companies.? Highly agree
Agree
Neutral
Disagree
Highly disagree
Interpretation and analysis: In the questionnaire survey conducted by customers of British
Airways, it has been found that out of 50 respondents 30% are highly agreed and 40% only
agreed thatBritish Airways loyalty scheme are much better as compared to other airway
companies. On the other side,10%do not agreed and14% highly disagreed with the given
statement. However, 10% among them are neutral because they are neither agreed nor disagreed
from the above question. The British Airways scheme are effective enough as compared to
others as they can easily earn many rewards point and gain other advantages.
Theme 13: Loyalty program lead to increase loyalty of customers toward British Airways
30%
24%10%
20%
16%
13 Does loyalty program lead to
increase your loyalty toward British
Airways?
Highly agree
Agree
Neutral
Disagree
Highly disagree
42

Interpretation and analysis: In the questionnaire survey conducted by customers of British
Airways, it has been found that out of 50 respondents 30% are highly agreed and 24% only
agreed thatloyalty program lead to increase loyalty toward British Airways. If company provide
them additional benefits and rewards, then customers can become loyal toward the company. On
the other side, 20% do not agreed and16% highly disagreed with the given statement. However,
10% among them are neutral because they are neither agreed nor disagreed from the above
question. Hence it can be analysed that loyalty program play significant role in respect to make
customers loyal. In respect to earn rewards customer used to make purchase of product and
services of same company again.
Theme 14:2 to 4 loyalty cards are owned by customers of British Airways
10%
25%
15%
50%
14How many loyalty cards owned by
you?
1
2 to 4
More than 4
Total
Interpretation and analysis: According to the collected information it has been found that out
of 50 respondents, 20%respondent’s state that they have 1 loyalty card. While 50% of
participants have 2 to 4. However, remaining 30% have more than 4 loyalty cards of British
Airways. Hence it is analysed that, customers have loyalty card of British Airways Company and
they take its benefits while making purchase again and again. Company is focusing on
employee’s retention and due to this reason, they are providing loyalty card to customers.
Theme 15: Effective loyalty scheme of British Airways can retain customers
43

24%
32%10%
20%
14%
15. Do you think effective loyalty
scheme of British Airways can retain
you?
Highly agree
Agree
Neutral
Disagree
Highly disagree
Interpretation and analysis: In the questionnaire survey conducted by customers of British
Airways, it has been found that out of 50 respondents 24%are highly agreed and 32% only
agreed effective loyalty scheme of British Airways can retain customers. They said that if
company make them member of their company loyalty program then they can easily gain many
benefits from them. On the other side, 14% do not agreed 20%highly disagreed with the given
statement. However, 10% among them are neutral because they are neither agreed nor disagreed
from the above question.There are many customers who are used to make repeat purchase from
British Airway because they are loyal toward the company.
Theme 16: Customers share lot of personal information in order to get a stores loyalty card
44

26%
28%10%
20%
16%
16. Do you think you share lot of
personal information in order to get
a stores loyalty cards?
Highly agree
Agree
Neutral
Disagree
Highly disagree
Interpretation and analysis: In the questionnaire survey conducted by customers of British
Airways, it has been found that out of 50 respondents 26% are highly agreed and 28% only
agreed customers share lot of personal information in order to get a stores loyalty card. After
earning points then customers need to provide personal details, account details so that they can
redeem the points. On the other side, 20%do not agreed 16%highly disagreed with the given
statement. However, 10%among them are neutral because they are neither agreed nor disagreed
from the above question. Hence, it is analysed that company used to keep record of all personal
information so that it can easily provide loyalty benefits to customers.
4.3 Discussion in relation to literature review findings
Finding and discussion is one of the important part of data analysis chapter because in
this comparison is done between the secondary and primary research in order to reach the aim of
the study.
According the data analysis chapter, it was found that loyalty scheme leads to play
significant role for both customers and company as well. There are quality products and services
which are offered by British Airways and they also provide various types of loyalty scheme on
them. This loyalty schemes help company in retaining them for longer period of time. This
findingis consistent with literature review as because customer loyalty program isvery crucial for
every organisation to retain its loyal customers over a longer period of time as they can
contribute for growth of business. Loyalty is known as powerful elements for business that help
in increasing repeat purchase
45

Furthermore, the findings from literature review shed lights on different types of loyalty
program which can be adopted by Airline Company such as tier system, VIP status, point
system, etc. These all programs are effective and lead to provide some benefits to customers.
Such as point system in which customers can earn points with the support of member card.
Further, tier system in which reward or offer can be provided to customers. Similar to this from
primary finding it is analysed that customers of British Airways are highly satisfied with the tier
system. As they are gaining many benefits from them. It leads to make higher their status and
they can spend more on flights as the more benefit they can gain. It shows that consistency
between collected primary and secondary data. To grab attention of customers and to increase
their repeat purchase they can easily do it with the help of loyalty scheme. Customers can easily
earn points on each flight booking and they can easily use them further benefits. It can be said
that if customers get some loyalty point or rewards motivate them to make purchase from same
company again.
Furthermore, research findings show that at the time of implementing loyalty scheme it is
important to ensure that their customers know about it the way they can be used. If firm do not
provide much information about their loyalty scheme, then it cannot attract customers toward
repeat purchase. Proper information related to the effectiveness of using loyalty scheme can help
in increase customer’s base. Apart from this, by reviewing previous studies loyalty program is
establishing in high range due in order to gain maximum benefits by satisfying clients’ needs or
demands. Their main motive is to expand the business across the regions for competing with
their rivalriesfor example, majority of respondents stated that loyalty program can make
customers loyal toward the firm as because it easier to purchase products and services at
reasonable price. Due to this reason customer avoid making purchase from other companies
Loyalty program lead to proven to increase customer lifetime value up to 30% through
increasing visit frequency, enhancing spend per visit etc.
In addition to this, the data collected from secondary research also reveal that participants who
are involved in loyalty program become more loyal till they received benefits and quality
products from company. Further it also helps them in retaining for longer period of time.
The research findings show that customers do not know the way of taking benefits of loyalty
program due to which it makes them dissatisfy from company. Proper information related to the
way of using loyalty points should be mentioned by company clearly and also support them if
46

they face any kind of difficulty. Due to these reasons, customers do not recommend company
products and services to their friends, families and others.
Moreover, findings of the studies done previously shed light that reward program which
are offered by company help in increasing customer purchase. It leads to provide customer
advance access for new products and services, special sales coupons or cashback offers. At the
time when customers registered all their personal information with the firm. However,
information collected from primary research help in identifying that loyalty reward program lead
to put positive effect on customer evaluation, behaviour and repeat purchase intentions. It is
analysed that there are different types of loyalty program but all of them cannot be effective
enough in order to retain customers for longer time. Therefore, collected primary and secondary
are related to each other and both directed towards the same aspect.
47

CHAPTER 5: RECOMMENDATION AND CONCLUSION
5.1 Conclusion
Objective 1: To measure the effectiveness of loyalty scheme in market
From the first objective that is “the effectiveness of loyalty scheme in market, it
concluded that based on the investigation, a wide range of customer groups are making
effectiveness in the loyalty schemes and programs in a better way. It has been seen that every
year business is expanding their loyalty schemes in form of special promotions, discounts, free
samples or rewards. Apart from this, for the measurement of effective loyalty scheme, follow up
of all approaches is needed which are created by company. This will keep the reputation and
goodwill of these companies. The main aim is to grow the business so that they compete with
their rivals across the regions. Even all the competitors are now focusing in maintaining each and
every element for encouraging the minds of customers. These loyalty programs encourage and
motivates people to work hard for company. There are different types of loyalty scheme which
can be adopted by company in order to ensure that their customers keep retain by themselves.
There are different types of loyalty scheme which can be adopted by firm such as point system,
tier system and VIP status etc. Point system is known as the common loyalty program which
company can earn points. These points can be assembled and collected in different sort of
discount and advantage of customers.
Tier system is the major difference between tiered program and points programme is that
where tiered schemes can provide and offer reward system in the long time period. This system
work for serving small rewards for connecting with the program, after that they will increasing
the rewards cost by which customers will became loyal. It will tend towards work that can help
in doing appropriate task which need higher commitment such as insurance, travel and
hospitality sector. The airline sector will get advantages with this system. If large customer base
is buying small products and items, then they will enjoy the services and facilities which are
provided to them in the airline. The tiered system will discourage them for the next level of
unachievable.Tier systemis the significant contrast between layered program and focuses
program is that where tiered plans can give and offer reward framework in the long day and age.
This framework work for serving little rewards for associating with the program, after that they
will expanding the prizes fetched by which clients will ended up steadfast. It will tend towards
48

work that can help in doing fitting errand which require higher duty, for example, travel and
hospitality area. The aircraft part will get focal points with this framework. On the off chance
that expansive client base is purchasing little items and things then they will appreciate the
administrations and offices which are given to them in the aircraft. The layered framework will
demoralize them for the following level of unachievable.
Objective 2: To determine the reason behind loyalty of stakeholders and customers
From the second objective that is“To determine the reason behind loyalty of stakeholders
and customers” customers can helporganisations to develop incomes twice as much as
organisations with bring down commitment levels. That, as well as it betters client experience
and prompts enhanced client faithfulness. It has been identified that organisations with high
representative commitment scores had double the client dedication (rehash buys, suggest to their
friends and families) than organisations with normal worker commitment levels.There are
different types of loyalty program which can help in building a loyalty in customers. Through
point system company can collect points and redeemed that against products within a reward
catalogue. Firms can encourage customers to buy certain products lines which are part of their
promotion and they can turn it into received in reward points. Therefore, the incentive of buying
these products can motivate customers to keep coming back to business, at the time of building
up their customer relationship with company. There are different ways which can be adopted by
firm in order to make their customers loyal such as keeping customer service at priority
developing a consistent brand, providing rewards to customers etc.
Objective 3: To analyse the impact of loyalty development programme on tourist allegiances of
British Airways.
From the third objective that is “To analyse the impact of loyalty development
programme on tourist allegiances of British Airways”Loyalty card have many perceived benefits
but not all can keep customers loyal. Loyalty of customers shows that the way customers are
committed to with the firm. Loyalty card help in accomplishing different goals of company such
as increasing foot traffic, more repeat visitors and deeper engagement. Along with this it, also
provide successful financial return on the overall loyalty investment. Customers always in search
of incentives and rewards for making purchase. It is important to increase foot traffic as through
improving companies offers and promotion. At the time when traffic increases then company can
keep them coming back through introducing them about different types of loyalty program and
49

benefits. In order to drive more repeat purchase company should make easy for them to take
participate and benefit from such program as it increases their engagement more
frequently.There are several goals which are set by company at the time of launching a loyalty
program. such as to increase sales, retain customer, enhance profit etc. One of the most common
type of loyalty program started at the time when customers enrols.
5.2 Recommendation
British Airways should know the way it can innovate loyalty program which reflects
customer purchasing attitudes in respect to keep them loyal toward the business and keep them
lifetime customers. Based on the above findings there are few recommendations which are
provided to British Airways that can be followed by them
It is important for company to make use of different types of customer loyalty program
because of their clean impact on customer retention. Specially a tier system reward.
Along with this British Airways should keep looking for a new and initiative tools for
differentiating their loyalty program and grabbing a new customer and enhance the purchasing
number of existing customers.
For an organisation it is important to be focused on maintain balance between cost and
income of each loyalty scheme. It is essential for business in order to think in economical way.
It is a fact that customers are different by nature, characteristics and preference.
Therefore, company should segment loyalty program as per the nature and preference of targeted
customers.
All the loyalty program which are designed by company should be easy to redeem the
points and benefits. This mean that British Airways should create a loyalty program that help
members to be able to cover their points into a merchandise, discounts and other services. At the
time when customers earned their points then company should provide a attractive redemption
rules. One of the keys of successful redemption policy is to offer must match the profitability of
the actions which are taken to earn points or vouchers.
British Airways should emphasize on retaining customers because of their role in
recommending the company to their friends and relatives is the positive work of mouth.
Company should keep their customers informed about their different types of loyalty
program and their benefits so that they can gain advantage from them through using it in
effective manner.
50

Before designing any loyalty program, it is important for company to understand its
effectiveness and way it can grab attention of customers. Along with this, it should be different
from its competitors so that customers do not switch to another brand.
51

REFEENCES
Books and journals
Aaker, D.A. and Joachimsthaler, E., 2012. Brand leadership. Simon and Schuster.
Abidin, M. Z., Rusli, R., and Khan, F. I., 2016. Resolving inherent safety conflict using
quantitative and qualitative technique.Journal of Loss Prevention in the Process
Industries.44. pp.95-111.
Attar, B. M., Haghighat, A., and Ghassemi, A., 2016. Acellular Dermal Graft in Secondary Cleft
Lip Deficiencies: Assessment of Results With a Reproducible Quantitative Technique.
Journal of Craniofacial Surgery.27(2). pp.313-316.
Bailly, A. and Comino, L., 2017. Using Pragmatist Philosophy in Consumer Research:
Influences and Prospects. In Marketing at the Confluence between Entertainment and
Analytics (pp. 729-734). Springer, Cham.
Bathelt, H. and Glückler, J., 2017. Relational research design in economic geography.The New
Oxford Handbook of Economic Geography.
Best, R., 2012. Market-based management. Pearson Higher Ed.
Chuah, H. W., Marimuthu, M. and Ramayah, T., 2014. The effect of perceived value on the
loyalty of Generation Y mobile internet subscribers: A proposed conceptual framework.
Procedia-Social and Behavioral Sciences. 130. pp.532-541.
Cooper, S. A., Desjardins, P. J., and Croll, S., 2016. Research design considerations for single-
dose analgesic clinical trials in acute pain: IMMPACT recommendations. Pain.157(2).
pp.288-301.
Couto, J. P. A., Batista, M. D. G. C. and Botelho, D. R., 2011. Tourists' satisfaction and loyalty
in the hotel business: an application to the island of São Miguel, Azores. Working Paper
Series.
Creswell, J. W. and Poth, C. N., 2017. Qualitative inquiry and research design: Choosing among
five approaches. Sage publications.
Edson, M. C., Henning, P. B. and Sankaran, S. eds., 2016. A guide to systems research:
Philosophy, processes and practice (Vol. 10). Springer.
Eid, M. I., 2011. Determinants of e-commerce customer satisfaction, trust, and loyalty in Saudi
Arabia. Journal of electronic commerce research. 12(1). p.78.
Espevik, R., Johnsen, B. H. and Eid, J., 2011. Outcomes of shared mental models of team
members in cross training and high-intensity simulations. Journal of Cognitive
Engineering and Decision Making. 5(4). pp.352-377.
52

Flint, D. J., Blocker, C. P. and Boutin Jr, P. J., 2011. Customer value anticipation, customer
satisfaction and loyalty: An empirical examination. Industrial marketing management.
40(2). pp.219-230.
Hussain, F., Rahman, M.B.B.S. and Hassan, M.G.B., 2012. Exploring usefulness of CRM and IT
in Malaysian hospitality industry: a qualitative approach. International Journal of
Business and Management Science. 5(1). p.65.
Hwang, W. D., Mossa-Basha, and Anzai, Y., 2016. Qualitative comparison of noncontrast head
dual-energy computed tomography using rapid voltage switching technique and conventional
computed tomography. Journal of computer assisted tomography.40(2). pp.320-325.
Janotta, S. M., 2013. Loyalty cards in the apparel industry in Germany and Spain: Is the
implementation of a global marketing approach reasonable when operating both in a
Southern and a Northern European country?. Anchor Academic Publishing
(aap_verlag).
Komro, Kelli A., and Alexander C. Wagenaar. "Research design issues for evaluating complex
multicomponent interventions in neighborhoods and communities." Translational behavioral
medicine 6. no. 1 (2016): 153-159.
Laroche, M., Habibi, M. R. and Richard, M. O., 2013. To be or not to be in social media: How
brand loyalty is affected by social media?.International Journal of Information
Management. 33(1). pp.76-82.
Mammen, J. R., Norton, S. A., and Butz, A. M., 2016. New approaches to qualitative
interviewing: Development of a card sort technique to understand subjective patterns of
symptoms and responses. International journal of nursing studies.58. pp.90-96.
Mandhachitara, R. and Poolthong, Y., 2011. A model of customer loyalty and corporate social
responsibility.Journal of Services Marketing. 25(2). pp.122-133.
Marinković, V., Senić, V., Kocić, M. and Šapić, S., 2013. Investigating the impact of
SERVQUAL dimensions on customer satisfaction: The lessons learnt from Serbian
travel agencies. International Journal of Tourism Research. 15(2). pp.184-196.
Mebius, A., Kennedy, A. G. and Howick, J., 2016. Research gaps in the philosophy of evidence‐
based medicine. Philosophy Compass.11(11). pp.757-771.
Médici, E. F. and Allen, J. S., 2016. A Quantitative Technique to Compare Experimental
Observations and Numerical Simulations of Percolation in Thin Porous Materials. Transport
in Porous Media.115(3). pp.435-447.
Minazzi, R., 2015. Social Media Impacts on Travel Suppliers: Social Media Marketing. In Social
Media Marketing in Tourism and Hospitality (pp. 77-126). Springer International
Publishing.
Muriana, C. and Vizzini, G., 2017. Project risk management: A deterministic quantitative
technique for assessment and mitigation. International Journal of Project
Management.35(3). pp.320-340.
53

Newsome, D., Moore, S. A. and Dowling, R. K., 2012. Natural area tourism: Ecology, impacts
and management (Vol. 58). Channel view publications.
Patankar, M.S., 2012. Safety culture: Building and sustaining a cultural change in aviation and
healthcare. Ashgate Publishing, Ltd.
Peter, J., Werner, T. and Alavi, A., 2017. The case for global quantitative analysis in the
assessment of temporal lobe epilepsy. Journal of Nuclear Medicine.58(supplement 1).
pp.975-975.
Ramanathan, U. and Ramanathan, R., 2011. Guests' perceptions on factors influencing customer
loyalty: An analysis for UK hotels. International Journal of Contemporary Hospitality
Management. 23(1), pp.7-25.
Smith, V. L. ed., 2012. Hosts and guests: The anthropology of tourism. University of
Pennsylvania Press.
Taylor, J., 2011. Decision management systems: a practical guide to using business rules and
predictive analytics. Pearson Education.
Tight, M., 2016. Phenomenography: The development and application of an innovative research
design in higher education research. International Journal of Social Research
Methodology.19(3). pp.319-338.
Toye, F., Williamson, E., Williams, M. A., Fairbank, J. and Lamb, S. E., 2016. What value can
qualitative research add to quantitative research design? An example from an adolescent
idiopathic scoliosis trial feasibility study. Qualitative health research.26(13).pp.1838-1850.
Wallen, N. E. and Fraenkel, J. R., 2013. Educational research: A guide to the process. Routledge.
Winit‐Watjana, W., 2016. Research philosophy in pharmacy practice: necessity and relevance.
International Journal of Pharmacy Practice.24(6). pp.428-436.
Wright, A. L., Wahoush, O., and Jack, S. M., 2016. Qualitative Health Research Involving
Indigenous Peoples: Culturally Appropriate Data Collection Methods. The Qualitative
Report.21(12). p.2230.
54

Online
Study found that BA burned 51% more fuel per passenger than Norwegian, which ranked first,
2015. [Online]. Available
through<http://www.dailymail.co.uk/travel/travel_news/article-3323529/British-
Airways-named-worst-transatlantic-airline-fuel-consumption.html>.
European airline, 2015. [Online]. Available
through<http://www.markedbyteachers.com/university-degree/business-and-
administrative-studies/european-airline.html>.
Running Out of Time, 2018. [Online]. Available
through<https://www.ibisworld.co.uk/media/2018/02/22/running-out-of-time/>.
55

Appendix 1
Figure 4study found that BA burned 51% more fuel per passenger than Norwegian, which
ranked firs
Source: - (Study found that BA burned 51% more fuel per passenger than Norwegian, which
ranked first, 2015)
As per above data it has been assessed that competition is increasing day by day in
aviation industry due to which companies are encountering major problems while designing
loyalty program. Along with this environment is getting affected in various ways; fuel created
major problem to the normal people as society is fully influenced. Thus, above diagrammatic
representation said that British Airways is focussing in preventing the surrounding from getting
56

exploited in order to enhance their image at marketplace. Along with this, their competitors are
increasing but by taking correct initiatives British Airways get succeeded in managing their
position as well as establishing goodwill at marketplace. Above digram shows the current status
of various competitors in terms of transportation fuel.
British Airways flyer card
Figure 5:Flyer card of British Airways
57

Appendix 2
Questionnaire
1. Do you aware about loyalty scheme of British Airways company?
Yes
No
Do not know
2. Are you a part of British Airways company loyalty program?
Yes
No
3. Do you received any benefit from loyalty scheme of British Airways company?
Yes
No
Do not know
4. When booking a flight, how important is the airline loyalty scheme
Highly important
Important
Less important
Not important
5. Does British airway company always meet your expectation?
Highly agree
Agree
Neutral
Disagree
Highly disagree
6. Do you provide positive things about the British Airways company to other people?
58

Highly agree
Agree
Neutral
Disagree
Highly disagree
7. British Airways company provide high quality based goods and services to their passengers as
compared to others?
Highly agree
Agree
Neutral
Disagree
Highly disagree
8. Which type of loyalty program is offered to you by British Airways company?
Tier system
VIP status
Point system
Reward system
9. Do you think Tier system help in more effective loyalty scheme as compared to other
scheme?
Highly agree
Agree
Neutral
Disagree
Highly disagree
10. Having a loyalty card make convenient to travel from British Airways company?
Highly agree
59

Agree
Neutral
Disagree
Highly disagree
11. Does British Airways company provide support in developing understanding of their loyalty
scheme?
Highly agree
Agree
Neutral
Disagree
Highly disagree
12. Do you think British Airways company loyalty scheme are much better as compared to other
airway companies.?
Highly agree
Agree
Neutral
Disagree
Highly disagree
13 Does loyalty program lead to increase your loyalty toward British Airways?
Highly agree
Agree
Neutral
Disagree
Highly disagree
14. Do you think effective loyalty scheme of British Airways can retain you?
Highly agree
Agree
60

Neutral
Disagree
Highly disagree
15. How many loyalty cards owned by you of British Airways
 1
 2-4
 More than 4
15
16. Do you think you share lot of personal information in order to get a stores loyalty cards?
Highly agree
Agree
Neutral
Disagree
Highly disagree
61