Customer Satisfaction and Qualitative Research in Airline Industry

This study focuses on the significance of customer satisfaction in the growth of the airline industry. It also discusses the benefits and limitations of qualitative research in the industry. The study includes a survey questionnaire and references to support the findings.

Running head: BE300 – MARKETING MANAGEMENT
BE300 – Marketing Management

BE300 – MARKETING MANAGEMENT 2
Table of Contents
Part 1:.........................................................................................................................................3
Company background.............................................................................................................3
Research problems..................................................................................................................3
Significance of research.........................................................................................................4
Part 2:.........................................................................................................................................4
Benefits and limitations for Qualitative Research to the client to convince him for the
Qualitative Research...............................................................................................................4
Benefits and limitations for Qualitative Research..................................................................4
Time and Budget....................................................................................................................6
Survey through questionnaire.................................................................................................6
References................................................................................................................................11

BE300 – MARKETING MANAGEMENT 3
Part 1:
Company background
The main aim of Kuwait Airways is to set the standard for the orientation of consumers. It
could also facilitate to fly and invest in the business activity for consumer goods and services.
For offering the consumer-oriented services which could meet the preferences of particular
clients. The clients of this organization have appreciated the services of a firm that would be
vital for enchasing tradition and novelty. This organization is an international airline which
could connect to Kuwait economy as well as society to the global level of people and get
positive responses. Mr. Yousef A. M. J. Alsaqer is a chairman of this organization (Kuwait
Airways, 2019).
Research problems
In the current business era, customer satisfaction is vital in increasing the growth of the firm.
It is a tool that provides a clear path to the organization for operating their business and get
higher advantages. Customer satisfaction is determined by the volume of products that are
consumed by a number of people. In the current business world, the customer is being a
major concern for the Airline industry. Disengaged or unhappy consumers are less but they
affected higher to the organization. Hence, the organization considers this concern for
increasing customer loyalty (Hussain, 2016).
It is vital for the organization to provide an excellent experience to their consumers for
increasing their satisfaction level and get a valid and reliable outcome. There are certain
services which might be considered by the organization named as flight entertainment, time
flight, snakes, and return policy could be imperative in increasing the satisfaction level of the
customers (Khudhair, et. al., 2019). The organization could consider different elements for
attracting the consumers and retain them for long-term named as effective pricing strategy
and promotional tools. The organization could use the digital media sources and directly meet

BE300 – MARKETING MANAGEMENT 4
with their consumers and comprehended their needs that would also lead to increase the
satisfaction level of consumers (Hapsari, Clemes, and Dean, 2016).
Significance of research
This research is effective to comprehend how much customer satisfaction is imperative for
increasing the growth of the firm. This study is also imperative to understand how customer
satisfaction could impact on the demand for goods and services. This report will lead to the
investigator to comprehend different types of research methods that have been considered in
the study to collect the feasible information and complete the purpose of the study.
Part 2:
Benefits and limitations for Qualitative Research to the client to convince him for the
Qualitative Research
The qualitative data could come from the open-ended research questions. It could support to
get the information in a diverse way. Instead of offering the research questions with a specific
solution, the qualitative method will permit the investigators to give their higher efforts at the
time of research procedure (Wongleedee, 2017). The quantitative research is imperative for
the research scholar to increase the trustworthiness of data, which would be effective in
getting a reliable result. This method could also be imperative in getting conceptual
information towards the research issue. It is examined that marketing management and media
have often practiced in the research procedure to develop the targeted content and deliver
individualized branding information (Jiang and Zhang, 2016).
Benefits and limitations for Qualitative Research
The qualitative researcher is imperative as compared to the other data collection method. This
method has many advantages hence the organization should use this method and get the depth
information towards the study. But at the same time, it is analyzed that this method has some

BE300 – MARKETING MANAGEMENT 5
method that could be affected by the overall performance of the research outcome (Koklic,
Kukar-Kinney, and Vegelj, 2017).
It could support to find a new way to represent the old information that can be quite
complicated for getting the information and make a decision effectively. This approach could
permit the firm to collect genuine information and complete the task effectively. The ideas of
other authors are used for new research as it could support to operate the business in an
effective manner. It is founded that qualitative process is effective to obtain the value
proposition and get higher competitive advantages (Scotti, Dresner, and Martini, 2016).
It is also addressed that engagement and relationship are two imperative components that
affected the overall result of the research outcome. It is illustrated that the qualitative study is
effective for addressing the new perception towards the specific concern and meet the study
task (Seo and Park, 2018). It is also founded that this method could permit the investigator to
make creativity that would be driving in the research for meeting the research goal. It is
illustrated that the study could often desire to get facts instead of getting effective opinions. It
desired to observe the creativity in their research activity (Ganiyu, 2017).
The qualitative study procedure is imperative for conducting the traditional study and make a
decision effectively. This method could be effective in making the validity as well as
reliability of the research result. This data collection method could be effective in increasing
the accuracy of the outcome (Leong, et. al., 2015).
Apart from this, it is also founded that this method has also quite disadvantaged for the study.
It is examined that the qualitative research procedure did not offer statistical representation.
This method only offers the study information by perspectives only. This method could not
provide an opportunity for the researcher to measure the responses. It is also founded that the
qualitative method is time consuming caused the data is collected via many sources named as

BE300 – MARKETING MANAGEMENT 6
articles, books, online, offline sources. This method is based on the subjective nature hence
there is a need for higher information that could require much time (Farooq, et. al., 2018).
Time and Budget
Budget, as well as time, is an imperative component that affected the overall study acts.
Further, these components will directly be affected by the overall result of the research
outcome. An investigator should always be aware of the time and make a budget before
conducting the research activity. It would be effective for improving the validity and
reliability of research result that will be obtained after the completion of the study (Sandada
and Matibiri, 2016).
Survey through questionnaire
The survey through the questionnaire is effective in getting information about the research
issue. In this study, both open-ended and close-ended questionnaire are discussed as below:
Close-ended questions
Gender
A. Male
B. Female
Age
A. 20-25
B. 26-31
C. 32-37
D. More than 38
Experience with Kuwait Airline
A. Less than 1 years
B. 2-5 years
C. 6-9 years

BE300 – MARKETING MANAGEMENT 7
D. More than 10 years
Why did you select to fly with Kuwait Airways?
A. Price
B. Flight Time
C. Convenient Connection
D. Service
How did you book your flight?
A. Our Website
B. Our Sales Office
C. Our Call Centre
D. Government booking
How do you rate your booking experience with Kuwait Airways?
A. Excellent
B. Very Good
C. Good
D. Fair
E. Poor
Service at the check-in counter
A. Excellent
B. Very Good
C. Good
D. Fair
E. Poor
Do you agree that Connection assistance of Kuwait Airways is effective as compared to
others?

BE300 – MARKETING MANAGEMENT 8
A. Strongly Agree
B. Agree
C. Neutral
D. Disagree
E. Strongly disagree
What do you think about the Comfort of seats?
A. Excellent
B. Very Good
C. Good
D. Fair
E. Poor
Can you please specify how much you are happy with Meals & Beverages?
A. Excellent
B. Very Good
C. Good
D. Fair
E. Poor
Can you please tell me about the Aircraft as well as toilets cleanliness of Kuwait
Airways?
A. Excellent
B. Very Good
C. Good
D. Fair
E. Poor

BE300 – MARKETING MANAGEMENT 9
In your opinion, this airline has entertained their consumers effectively at the time of
flying in the Airline?
F. Strongly Agree
G. Agree
H. Neutral
I. Disagree
J. Strongly disagree
What is the Baggage delivery speed?
A. Excellent
B. Very Good
C. Good
D. Poor
E. Bad
How much you are happy with the services of this Airline?
A. Very satisfied
B. Satisfied
C. Average
D. Unsatisfied
E. Very unsatisfied
Why you select this Airline
A. Price
B. Service quality
C. Customer value
D. Other (Specify)
Open-ended question

BE300 – MARKETING MANAGEMENT 10
A. Which factors can highly influence you to buy services of Kuwait Airways
B. Are you satisfied with the customer services of Kuwait Airways if yes/ or if no, why?
C. What was your last experience in Kuwait Airways?
D. What factors motivate you to switch towards other airline organization of Kuwait?

BE300 – MARKETING MANAGEMENT 11
References
Farooq, M.S., Salam, M., Fayolle, A., Jaafar, N. and Ayupp, K., 2018. Impact of service
quality on customer satisfaction in Malaysia airlines: A PLS-SEM approach. Journal of Air
Transport Management, 67, pp.169-180.
Ganiyu, R.A., 2017. Customer satisfaction and loyalty: A study of interrelationships and
effects in Nigerian domestic airline industry. Oradea journal of business and
economics, 2(1), pp.7-20.
Hapsari, R., Clemes, M. and Dean, D., 2016. The mediating role of perceived value on the
relationship between service quality and customer satisfaction: Evidence from Indonesian
airline passengers. Procedia Economics and Finance, 35, pp.388-395.
Hussain, R., 2016. The mediating role of customer satisfaction: evidence from the airline
industry. Asia Pacific Journal of Marketing and Logistics, 28(2), pp.234-255.
Jiang, H. and Zhang, Y., 2016. An investigation of service quality, customer satisfaction and
loyalty in China's airline market. Journal of air transport management, 57, pp.80-88.
Khudhair, H.Y., Jusoh, A., Mardani, A. and Nor, K.M., 2019. Quality Seekers as Moderating
Effects between Service Quality and Customer Satisfaction in the Airline
Industry. International Review of Management and Marketing, 9(4), pp.74-79.
Koklic, M.K., Kukar-Kinney, M. and Vegelj, S., 2017. An investigation of customer
satisfaction with low-cost and full-service airline companies. Journal of Business
Research, 80, pp.188-196.
Kuwait Airways. 2019. About us. [Online]. Available at:
https://www.kuwaitairways.com/en/about/aboutus (Accessed: 20 July 2019).
Leong, L.Y., Hew, T.S., Lee, V.H. and Ooi, K.B., 2015. An SEM–artificial-neural-network
analysis of the relationships between SERVPERF, customer satisfaction and loyalty among
low-cost and full-service airline. Expert Systems with Applications, 42(19), pp.6620-6634.

BE300 – MARKETING MANAGEMENT 12
Sandada, M. and Matibiri, B., 2016. An investigation into the impact of service quality,
frequent flier programs and safety perception on satisfaction and customer loyalty in the
airline industry in Southern Africa. southeast European Journal of Economics and
Business, 11(1), pp.41-53.
Scotti, D., Dresner, M. and Martini, G., 2016. Baggage fees, operational performance and
customer satisfaction in the US air transport industry. Journal of Air Transport
Management, 55, pp.139-146.
Seo, E.J. and Park, J.W., 2018. A study on the effects of social media marketing activities on
brand equity and customer response in the airline industry. Journal of Air Transport
Management, 66, pp.36-41.
Wongleedee, K., 2017. Customer satisfaction in the airline's industry: comparison between
low-cost and full-service airlines. Aktual'ni Problemy Ekonomiky= Actual Problems in
Economics, (187), p.218.