Relationship Marketing and Research Methodology of British Airways

British Airways

Table of Contents
Relationship Marketing....................................................................................................................3
Background information about Brand image.........................................................................3
Impact of COVID-19 of British Airways...............................................................................3
General information about Relationship Marketing...............................................................4
Differentiation of British Airways with other airline.............................................................4
How British Airways creates its own community..................................................................4
Customer feedback on British Airways..................................................................................5
Research Methodology....................................................................................................................6
Definition of research methodology.......................................................................................6
Positivism Research Philosophy to British Airways..............................................................6
Advantages and disadvantage of SURVEY...........................................................................6
Primary research and its relation with British Airways..........................................................7
Advantages and disadvantages of primary research...............................................................8
Secondary research and its relation with British Airways......................................................9
Advantages and disadvantages of secondary research...........................................................9
Advantages and disadvantage of using quantitative research..............................................10
Positive and negative aspect of sampling methods in British Airways................................11
Negative aspect of sampling method....................................................................................11
Definition of Research ethics...............................................................................................11
References......................................................................................................................................12

Relationship Marketing
Background information about Brand image
British Airways is an airline company whose parent company is International Airlines
Group. It was founded on 31st march 1974 having headquartered in London, England, United
Kingdom. The CEO of company is Sean Doyle (Taylor, Moore and Byford, 2019). It is a global
airline company whose major operations to flying customer from their present location to their
destination. Mentioned company connects Britain to the world and world to Britain by providing
excellent service to their customers. Currently it has served 95 million customers by using 441
airports in 86 countries with more than 1000 planes (O’Neill, 2018). In 1919, British airways
management had decided to proposed plan for establishing a world airline network to linking
Britain with Canada, India, South Africa, Australia and New Zealand. The purpose behind doing
this is to make air planes capable to cross wide stretches of water easily. Earlier this company
was only considered as British Airways but on 24th November 1939, British Overseas Airways
Corporation was formed with the merger of two companies namely Imperial and British
Airways.
Impact of COVID-19 of British Airways
COVID-19 has made negative impact of business of airline companies especially British
Airways. International Airline Group who is the owner of British Airways has reported a loss of
7.4 billion pounds in last year. To cope up with that loss management of company is planning to
launch digital health passes for passengers to enable mentioned company to get back to the
situation pre COVID-19 (Oxford Analytica, 2019). The total loss of company which was 7.4
billion pounds included expensive fuel and currency hedges, retiring its plane early and the cost
of 10,000 staff redundancies. After this pandemic, management of company has decided that
they will not fly more than 30% of its usual flights compared to last year. IAG(International
Airline Group) had also reported that their profit in the quarter get down by 83% to 1.2 billion
pound compared to 7.3 billion pound in last year.

General information about Relationship Marketing
It is considered as a form of relationship which is made by businesses to customers with
the the help of CRM(Customer Relationship Management) to enable customer loyalty and long
term customer engagement rather than short term of goals like customer acquisition and
individual sales. The main purpose behind relationship marketing is to create strong relationship
with customers towards brand so that it can led to ongoing business. Instead of generating sales
this form of marketing also focuses on customer satisfaction and retention because maintaining
of old customer is much more beneficial for business rather than generating new customer from
market (Hendricks and et.al 2019). There are several ways through which businesses can make
strong relationship with customers such as by giving after sales to customer, by listening to their
queries properly and provide suitable suggestion, by taking feedback of the products which they
are using and many more.
Differentiation of British Airways with other airline.
There are different ways through which British Airways is different from other airlines
are as follows:
 Cabin of British airways aeroplanes are very spacious and comfortable. It is also
equipped with new high tech technologies such as movie screens and USB charging
outlets which give passengers very delightful and luxurious feeling (Parry, 2020).
 Aircraft of British Airways travel to different locations. Till now its has travel almost 200
locations in 75 countries which is highest in the terms of airline industry. No other
company aircraft has travelled to different locations till now.
 Given company customer service is very good. Staff of British Airways treat customer
with proper care and respect.
 Management of given airline company has launched several membership and discount
programmer for their regular customer so that they can pay less price as comparison to
those customer who travel frequently.
How British Airways creates its own community
There are several ways through which British Airways creates value for society are as
follows:
 The management of given company has started their flagship charity programme by the
name Flying start making partnership with Comic relief since 2010. By this programmer