Dissertation Structure and Components

This assignment provides a detailed explanation of the structure and components of a standard dissertation. It breaks down each chapter, from the initial introduction to the final conclusions and recommendations, outlining the specific information and purpose of each section. The document also emphasizes the importance of literature review, research methodology, data analysis, and references in constructing a comprehensive and well-structured dissertation.

Research Dissertation
Chapter 1: Introduction
(“An investigation on the impact of loyalty scheme
on tourist fidelity towards the aviation industry”.)

Table of Contents
TITLE: ............................................................................................................................................1
CHAPTER 1: INTRODUCTION....................................................................................................1
Overview of the Research......................................................................................................1
Background of the research....................................................................................................2
Special and General Terms involved in Research..................................................................3
Reason for selection of Topic.................................................................................................4
Research Aim.........................................................................................................................5
Research objectives................................................................................................................6
Research Question .................................................................................................................6
Chapter Structure of research dissertation..............................................................................7
REFEENCES ..................................................................................................................................8

TITLE:
“An investigation on the impact of loyalty scheme on tourist fidelity towards the aviation
industry”.
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 consist 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.
(Source: System For providing loyalty schemes to the customers, 2018)
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Illustration 1: System for providing loyalty schemes to the customers.

In the recent era 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. There is no doubt that strong loyalty programs motivates 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 such as British Airways are concern on providing most satisfactory
products and services to their regular customers as to sustain them for long time. Loyal
customers are beneficial for organizational growth and success. Organisations are widely focused
on attracting customers through offering them various offers and high quality products and
services.
Background of the research
Customer loyalty and satisfaction can be consist 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). 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. In UK, British Airways is considered as the
largest airline based on fleet size. The company was created in 1974 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 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. 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.
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(Source: Offers provided to the customers, 2018)
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
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 company will be able to retain its customers and Loyal Clients will get
various discounts and better services from the side of employer. 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 programmes will be initiated for the same.
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Illustration 2: Offers provided to the customers

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 organization to retain its loyal customers over a longer period
of time as they can contribute for growth of business. Loyalty is something which can not 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 company 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). The topic
has been selected as this topic will enhance the skills as well as knowledge of learner and by
studying about this particular topic, learner will be able to get a intrinsic analysis on hoe
customer loyalty effects business and its profitability and what measures are adopted by
organizations to retain its loyal customers.
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Research Aim
This is the most important part of research project which helps in clearly defining the
issue of research. This is a predetermined statement which provide a clear direction to the
researcher to carry out the work n proper manner. This part of research provide a clear intention
of conducting the research project (Ramanathan and Ramanathan, 2011). The essential aim of
this particular research is “An investigation on the impact of loyalty scheme on tourist fidelity
towards the aviation industry”.
(Source: Responsibility of a channel manager within Airline Industry, 2018)
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Illustration 3: Responsibility of a channel manager within Airline Industry

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 sough 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:
 To measure the effectiveness of loyalty scheme in market.
 To determine the reason behind loyalty of stakeholders and customers.
 To analyse the impact of loyalty development programme on tourist allegiances.
 To recommend the ways in which loyalty schemes can be made more effective for
attracting more tourist towards aviation industry.
Research Question
This is considered as another important part of research dissertation 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?
 What is the impact of loyalty development programme on tourist allegiances?
 What are the recommendations that can be made for improving the quality of loyalty
program?
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Chapter Structure of research dissertation
There should be proper formate 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
this is the first chapter of the research it provide the brief summary about the topic of
research. It also define 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 depend 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 after proper
completion of Literate Review part of report. It basically consist of detail informations 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 provide 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.
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REFEENCES
Books and journals
Best, R., 2012. Market-based management. Pearson Higher Ed.
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.
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.
Mandhachitara, R. and Poolthong, Y., 2011. A model of customer loyalty and corporate social
responsibility.Journal of Services Marketing. 25(2). pp.122-133.
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.
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.
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