Impact of Low Cost Airlines on Consumer Behavior

This research proposal aims to explore the significant relationship between low cost airlines and international consumer behavior with special reference to frequent travelers from India to the United Kingdom. The research will specifically analyze how the low cost airline companies ensure satisfaction for customers who travel to the United Kingdom from India for leisure or for business, prompting them to make extensive use of such airline services to visit the United Kingdom frequently.

Running head: IMPACT OF LOW COST AIRLINES ON CONSUMER BEHAVIOR
Impact of Low Cost Airlines on Consumer Behavior
Name of the Student
Name of the University
Author Note

1IMPACT OF LOW COST AIRLINES ON CONSUMER BEHAVIOR
Table of Contents
1. Introduction.........................................................................................................................3
1.1. Identification of Topic/Research Area........................................................................3
1.2. Rationale for the Research...........................................................................................3
1.3. Research Objectives....................................................................................................4
1.4. Research Questions.....................................................................................................4
2. Literature Review...............................................................................................................5
2.1. Consumer Commitment and Loyalty with regard to Low Cost Airlines Services......5
2.2. Customer Satisfaction, Behavioral Intentions and Low Cost Airlines........................6
2.3. Financial Dynamics of Low Cost Airlines..................................................................8
2.4. De-regulation, Regulation and Service Branding and its Impact on Low Cost Airline
Services..................................................................................................................................9
3. Methodology.....................................................................................................................10
3.1. Research Methods.....................................................................................................10
3.2. Research Population..................................................................................................11
3.3. Sampling Techniques................................................................................................11
3.4. Sample Size...............................................................................................................11
3.5. Other Research Methods...........................................................................................12
3.6. Ethical Considerations...............................................................................................12
References................................................................................................................................14

2IMPACT OF LOW COST AIRLINES ON CONSUMER BEHAVIOR

3IMPACT OF LOW COST AIRLINES ON CONSUMER BEHAVIOR
1. Introduction
1.1. Identification of Topic/Research Area
The aviation industry worldwide has witnessed an influx of low cost carriers or airline
companies in recent times. This has been facilitated primarily by government de-regulation in
different parts of the world, especially in the South and Southeast Asian Nations such as
India, Singapore and Thailand, which have seen the emergence of low cost airline companies
like Go Air, Asia and Malindo Air.1 The spurt in the growth of low cost airline companies in
both the Global North as well as in the Global South has contributed to a significant change
in consumer behavior.2 More and more people, especially those who were previously inclined
towards train travel are now making extensive use of low cost airline services to meet their
travel requirements.3 This assignment prepares a research proposal that aims to explore the
significant relationship between low cost airlines and international consumer behavior
with special reference to frequent travelers from India to the United Kingdom.
1.2. Rationale for the Research
Existing literature on the subject of low cost airlines and consumer behavior, points out
that the moderate price of air tickets serves as the main trigger for travelers to opt for low cost
airline services in large numbers. It also mentions the contributions that have made by low
cost airline companies to the present day rise in international tourism. Yet this literature
makes little or no mention of how low cost airlines have contributed to a spurt in the
1 Álvarez-Díaz, M., González-Gómez, M. and Otero-Giráldez, M.S., 2019. Low cost airlines and international
tourism demand. The case of Porto's airport in the northwest of the Iberian Peninsula. Journal of Air Transport
Management, 79, p.101689.
2 Khan, N.T., Jung, G., Kim, J. and Kim, Y.B., 2019. Evolving competition between low-cost carriers and full-
service carriers: The case of South Korea. Journal of Transport Geography, 74, pp.1-9.
3 Julius, d.n. and Jatmika, d., 2019. The role of service quality on loyalty among low cost carrier consumer.
Psibernetika, 12(1).

4IMPACT OF LOW COST AIRLINES ON CONSUMER BEHAVIOR
number of international travelers to the United Kingdom in particular, especially
tourists hailing from countries of the Global South such as India. This research aims to
understand the role played by low cost airline companies in encouraging people from
India, to visit the United Kingdom in large numbers, at all times of the year. The
research will specifically analyze how the low cost airline companies ensure satisfaction
for customers who travel to the United Kingdom from India for leisure or for business,
prompting them to make extensive use of such airline services to visit the United Kingdom
frequently.
1.3. Research Objectives
The objectives of this research project are as follows –
 To determine how low cost airline companies ensure satisfaction for travelers from
India to the United Kingdom, with regard to online air ticket booking facilities
 To determine how low cost airline companies provide satisfaction for tourists and
business travelers from India to the United Kingdom in the area of in-flight services
 To find out how low cost airline companies meet the needs and requirements of
tourists and business travelers from India h to the United Kingdom by virtue of
competitive and convenient pricing schemes in the form of regular rebates,
discounts and deals.
 To provide recommendations based on which the low cost airline companies can
improve upon their existing services for customers who travel to the United
Kingdom from India.
1.4. Research Questions
This research aims to arrive at answers to the following questions –

5IMPACT OF LOW COST AIRLINES ON CONSUMER BEHAVIOR
RQ1 – How do low cost airline companies ensure satisfaction for travelers from India to the
United Kingdom, with regard to online air ticket booking facilities?
RQ2 – How do low cost airline companies provide satisfaction for tourists and business
travelers from India to the United Kingdom in the area of in-flight services?
RQ 3 – How do low cost airline companies meet the needs and requirements of tourists
and business travelers from India to the United Kingdom by virtue of competitive and
convenient pricing schemes in the form of regular rebates, discounts and deals?
RQ 4 – What are some of the ways by which the low cost airline companies can improve
upon their existing services for customers who travel to the United Kingdom from India?
2. Literature Review
2.1. Consumer Commitment and Loyalty with regard to Low Cost Airlines
Services
Curras Perez and Sanchez-Garcia 2015 have studied the antecedents as well as the
consequences that are known to be associated with consumer commitments when it comes to
the use of low cost and full service airlines. A survey of 529 consumers was conducted of
both low cost carriers and traditional carriers to arrive at an understanding of how
commitment is built among consumers towards full service and low cost airlines. It was
found as a result of the survey that the commitment of customers is something that is built
based on matters such as identification and trust. This identification and trust, as argued by
Curras Perez and Sanchez Garcia (2015), is driven by the corporate reputation that is seen to
be exercised by full service airlines as well as domestic airlines. When it comes to something
like post purchase behavior in particular, for the low cost airlines, word of mouth
recommendations and customer repurchase intentions are issues that are triggered mainly by

6IMPACT OF LOW COST AIRLINES ON CONSUMER BEHAVIOR
satisfaction. Akamavi et al. 2014 have conducted research on the key determinants that are
associated with passenger loyalty when it comes to the low cost airline businesses in the
world today. 4The authors argue that owing to the intensive rivalry that can be seen to prevail
in the airline sector, having a good customer relations manager in charge of operations is
something that is considered to be vital for low cost airlines.5 Akamavi et al. 2014, argue for
the development of what may be termed as disruptive innovation low cost business model
that is characterized by a number of important features.6 The findings of the research reveal
that service recovery, service efficacy, service employee self-efficacy, as well as passenger
trust are also seen to have quite a dramatic impact on the subject of passenger satisfaction.7
2.2. Customer Satisfaction, Behavioral Intentions and Low Cost Airlines
Rajaguru 2016 argues that value for money has a crucial role to play when it comes
to achieving customer satisfaction on the part of the low cost airline companies.8 Rajaguru
2016, states that the success of a full service airlines company is something that is seen to
depend a great deal on value for money as well as service quality.9 The specific argument that
is made on the part of the researcher is that the price sensitiveness that is shown by the
consumers of low cost airline services is what supports the well-known price sensitivity
theory.10 Kos Koklic et al. 2017 have investigated the satisfaction that customers are seen to
experience when they make use of low cost airline services. The authors carried out a
research study on as many as 382 passengers of low cost airlines, with the purpose of
4 Akamavi, R.K., Mohamed, E., Pellmann, K. and Xu, Y., 2015. Key determinants of passenger loyalty in the
low-cost airline business. Tourism management, 46, pp.528-545.
5 Ibid
6 Ibid .
7 Ibid
8 Rajaguru, R., 2016. Role of value for money and service quality on behavioural intention: A study of full
service and low cost airlines. Journal of Air Transport Management, 53, pp.114-122.
9 Ibid
10 Ibid .

7IMPACT OF LOW COST AIRLINES ON CONSUMER BEHAVIOR
examining customer satisfaction as well as the consequences and the antecedents of this
satisfaction when it comes to the airline industry. 11What the findings of the research study
seem to indicate is that personnel quality and tangibles are both seen to have an impact on the
satisfaction of passengers, and this satisfaction is seen to positively influence passenger
intentions with regard to recommend as well as repurchase.12 Kos Koklic et al. 2017 argue
that the positive influence or impact of customer satisfaction on matters such as repurchase
intent is seen to be far higher or stronger for the low cost airline service providers than it is
for the full service airline service providers.13 Wang and Chen 2016 have carried out in
depth research on the effect that perceived prices have to play on customer satisfaction,
especially repurchase intentions among low cost airline customers with special reference to
the country of Taiwan.14 Wang and Chen 2016 argue that perceived price fairness is
something that indirectly influences purchase intentions via perceived risks and perceived
values. What is more, purchase situations are also seen to impact purchase intentions in a
direct manner.15 Wang and Chen 2016 note that there is no direct effect that perceived risk is
seen to have on perceived value. It is the concluding argument of the author’s that good
prices or fairness with regard to pricing is what is seen to have a crucial role to play in getting
customers to purchase low cost airline tickets.16
2.3. Financial Dynamics of Low Cost Airlines
Babic et al. 2018 have analyzed data of premium air traffic that has been derived
from IATA to argue that global long-haul and premium air traffic recovers robustly and
11 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.
12 Ibid
13 Ibid
14 Wang, Y.H. and Chen, L.Y., 2016. An empirical study of the effect of perceived price on purchase intention
evidence from low-cost carriers. International Journal of Business and Social Science, 7(4), pp.97-107
15 Ibid
16.Ibid

8IMPACT OF LOW COST AIRLINES ON CONSUMER BEHAVIOR
quickly from financial crisis especially a crisis that connects the emerging markets with
advanced markets while short haul air travel demands have been lagging behind in this
respect.17 Specific guidelines have been developed by Babic et al. 2018 that low cost airlines
can follow in order to retain and enhance premium travel volumes while improving financial
performance at the same given time.18 Boonekamp et al. 2018 study the role that low cost
carriers have to play on aviation dependent employment and ethnic links with the latter two
being tested as important drivers for air travel.19 It is the argument of Boonekamp et al. 2018
that ethnic links between nations, especially two or more countries serve as significant drivers
for the demand for air travel, especially low cost air travel.20 Aviation dependent employment
is something that stimulates this demand in particular. Boonekamp et al. 2018 conclude by
stating that a large presence of low cost airlines on the route can have a highly positive
impact on such demand.21
Alderighi et al. 2019 have studied the revenue management processes of low cost
carriers. They argue that while the process of revenue management of a low cost airline looks
simple to begin with, it is actually a process that entails the use of advanced and sophisticated
tools in order to extract value from a wide range of demand segments and which can for all
17 Babić, R.Š., Ozmec-Ban, M. and Bajić, J., 2018, January. Comparison of Global and Croatia Airlines
Premium Air Travel Trends. In 18th International Conference on Transport Science-ICTS 2018.
18 Babić, R.Š., Ozmec-Ban, M. and Bajić, J., 2018, January. Comparison of Global and Croatia Airlines
Premium Air Travel Trends. In 18th International Conference on Transport Science-ICTS 2018.
19 Boonekamp, T., Zuidberg, J. and Burghouwt, G., 2018. Determinants of air travel demand: The role of low-
cost carriers, ethnic links and aviation-dependent employment. Transportation Research Part A: Policy and
Practice, 112, pp.18-28.
20 Boonekamp, T., Zuidberg, J. and Burghouwt, G., 2018. Determinants of air travel demand: The role of low-
cost carriers, ethnic links and aviation-dependent employment. Transportation Research Part A: Policy and
Practice, 112, pp.18-28.
21 Boonekamp, T., Zuidberg, J. and Burghouwt, G., 2018. Determinants of air travel demand: The role of low-
cost carriers, ethnic links and aviation-dependent employment. Transportation Research Part A: Policy and
Practice, 112, pp.18-28.

9IMPACT OF LOW COST AIRLINES ON CONSUMER BEHAVIOR
purposes and intents therefore be regarded as firm capability from a resource based
perspective.22
2.4. De-regulation, Regulation and Service Branding and its Impact on Low
Cost Airline Services
Law et al. 2018 have studied deregulation and regulation in the domain of air
transport, discussing the positive impact that de-regulation and the birth of low cost airlines
have had on tourism sectors that are located in the region of the Asia Pacific. A number of
reforms that can be introduced in air transport such as the expanding of air freedom rights and
relaxation of ownership restrictions have been explored.23
Harun et al. 2018 have studied the influence that service branding perceptions have
on the satisfaction of customers who make use of low cost airlines by looking at the cases of
low cost carriers such as Malindo Air and Air Asia.24 It is the argument of the authors that
both of these airlines are perceived in different ways even though they happen to belong to
the same sector, and this is largely due to the individual branding efforts of both the
companies. Harun et al. 2018 research on the relationship that is shared between customer
satisfaction and service branding using parameters such as word of mouth, amenities,
reliability, feelings, publicity and employees concluding with the argument that service
branding efforts of low cost carriers have a crucial role to play in sustaining and expanding
business.25
22 Alderighi, M., Nicolini, M. and Piga, C.A., 2019. Is low-cost carriers’ revenue management a firm
capability?. Journal of Air Transport Management, 78, pp.15-22.
23 Law, C.C., Zhang, Y. and Zhang, A., 2018. Regulatory Changes in International Air Transport and Their
Impact on Tourism Development in Asia Pacific. In Airline Economics in Asia (pp. 123-144). Emerald
Publishing Limited.
24 Harun, A., Ashraff, M.N.S., Martin, D., Jusoh, N.A.Q. and Rashid, U.K., 2018. THE INFLUENCE OF
SERVICE BRANDING PERCEPTION ONCUSTOMER SATISFACTION OF LOW COST AIRLINES: AIR
ASIA AND MALINDO AIR. Journal of Technology Management and Business, 5(3
25 Ibid

10IMPACT OF LOW COST AIRLINES ON CONSUMER BEHAVIOR
3. Methodology
3.1. Research Methods
In order to meet the objectives of the research, that is, to determine how low cost
airline services ensure customer satisfaction for travelers to the United Kingdom from
India, with respect to online booking service, convenient pricing and promotional
activities and in-flight services, the study will involve the use of qualitative research
methods such as in-depth personal interviews and focus group discussions with regular
and irregular customers of low cost airline services who use such services to travel from
India to the UK . 26 The specific low cost airline company that will be researched upon and
analyzed as case studies is Air Emirates. In addition to qualitative research, quantitative
research methods such as survey will also be utilized in order to arrive at the answers to the
research questions.27 Participant observation research method will be deployed at the
time that the focus group discussions and in depth personal interviews take place.28 This
will be done to gain an understanding of the satisfaction or dissatisfaction that is
experienced by international customers when using low cost airline services to travel to
the United Kingdom from India, based on their body language and manners of
expression.29
26 Flick, U., 2018. An introduction to qualitative research. Sage Publications Limited
27. Fletcher, A.J., 2017. Applying critical realism in qualitative research: methodology meets
method. International Journal of Social Research Methodology, 20(2), pp.181-194
28 Koro-Ljungberg, M., 2015. Reconceptualizing qualitative research: Methodologies without methodology.
Sage Publications
29 Barnham, C., 2015. Quantitative and qualitative research: Perceptual foundations. International Journal of
Market Research, 57(6), pp.837-854

11IMPACT OF LOW COST AIRLINES ON CONSUMER BEHAVIOR
3.2. Research Population
The population for the research study will include customers of low cost airline
services in the UK who hail from India, and who use such services to travel to and from
India and UK on a regular basis.
3.3. Sampling Techniques
The research will stick to the use of what is termed as a convenient or
probabilistic sample because of the paucity time and resources30. To create the sample, a
low cost airline company that is in operation in the United Kingdom and which encourages
travel to the United Kingdom from the Global South, especially India, known as Air
Emirates, will be approached in its office in the city of London in order to acquire
information related to air ticket purchase, customer details, etc., without any attempt
being made to acquire details that are of a private and confidential nature.31
3.4. Sample Size
The research study will involve interviewing 25 customers in total, who use Air
Emirates services to travel from India to the United Kingdom on a regular basis, in order to
find out how low cost airlines contribute to increasing international travel and tourism to the
United Kingdom from the Global South.32 The survey that will be carried out as a part of this
research study will be circulated in the form of a questionnaire via email among yet another
25 respondents, namely Indian travelers to the UK who use Air Emirates for travel, with the
respondents being given two to three weeks to revert with their answers.33
30
31 McCusker, K. and Gunaydin, S., 2015. Research using qualitative, quantitative or mixed methods and choice
based on the research. Perfusion, 30(7), pp.537-542
32. Smith, Jonathan A., ed. Qualitative psychology: A practical guide to research methods. Sage, 2015.
33 Prasad, P., 2017. Crafting qualitative research: Beyond positivist traditions. Routledge

12IMPACT OF LOW COST AIRLINES ON CONSUMER BEHAVIOR
3.5. Other Research Methods
Some of the other primary sources that this research is going to make use of will
include newspaper articles on the subject of low cost airline services and facilities, especially
those that highlight recent trends in consumer behavior in this respect.34 This research study
will also involve the review and study of secondary sources of literature such as peer
reviewed journal articles and books on the subject of consumer behavior especially with
reference to the use of low cost airline services. Additionally, the website of Air Emirates
will be scrutinized minutely for information that can provide answers to the research
questions.35
3.6. Ethical Considerations
There are a number of ethical considerations that will be in play when carrying out
research on the impact of low cost airline services on consumer behavior.
 The research will involve voluntary participation only. None of the respondents will
be forced to take part in the research process. Their participation shall be requested
and if they choose to at all partake in the study and become involved in the focus
group discussions and interviews, it will be of their own volition and not because they
were coerced into doing so. 36
 The respondents will also be provided with prior information about why the research
is taking place and how their contribution is going to help shape the research. The
goals of the research will be made as transparent to customers as possible.37
34 Smith, Jonathan A., ed. Qualitative psychology: A practical guide to research methods. Sage, 2015
35 Sezgen, E., Mason, K.J. and Mayer, R., 2019. Voice of airline passenger: A text mining approach to
understand customer satisfaction. Journal of Air Transport Management, 77, pp.65-74.
36 Merriam, S.B. and Grenier, R.S. eds., 2019. Qualitative research in practice: Examples for discussion and
analysis. John Wiley & Sons
37 Prasad, P., 2017. Crafting qualitative research: Beyond positivist traditions. Routledge.

13IMPACT OF LOW COST AIRLINES ON CONSUMER BEHAVIOR
 Efforts will be made to keep the research questions that are posed in the course of the
interview and focus group discussions as comfortable to answer for the respondents to
answer as possible. If any of them are not comfortable with answering any particular
question, they do not have to.38
 The interviews and focus group discussions will be recorded with the help of an audio
recorder, with prior permission being retrieved from customers for this purpose. No
interview will be recorded without the respondents having any idea about this.39
 Both, the survey as well as the research interviews and focus group discussions will
be conducted at a time and place where it is convenient for participants to take part in
the discussions and interviews. The survey in fact will be conducted online so that it is
easy to access for the research participants.40
 Participants will be encouraged not to express views, thoughts and suggestions that
are political in connotation to keep the scope and essence of the research as objective
as possible.41
38 Ibid
39 McCusker, K. and Gunaydin, S., 2015. Research using qualitative, quantitative or mixed methods and choice
based on the research. Perfusion, 30(7), pp.537-542.
40 Koro-Ljungberg, M., 2015. Reconceptualizing qualitative research: Methodologies without methodology.
Sage Publications
41 Ibid

14IMPACT OF LOW COST AIRLINES ON CONSUMER BEHAVIOR
References
Akamavi, R.K., Mohamed, E., Pellmann, K. and Xu, Y., 2015. Key determinants of
passenger loyalty in the low-cost airline business. Tourism management, 46, pp.528-545.
Alderighi, M., Nicolini, M. and Piga, C.A., 2019. Is low-cost carriers’ revenue management a
firm capability?. Journal of Air Transport Management, 78, pp.15-22.
Álvarez-Díaz, M., González-Gómez, M. and Otero-Giráldez, M.S., 2019. Low cost airlines
and international tourism demand. The case of Porto's airport in the northwest of the Iberian
Peninsula. Journal of Air Transport Management, 79, p.101689.
Atalık, Ö., Bakır, M. and Akan, Ş., 2019. The Role of In-Flight Service Quality on Value for
Money in Business Class: A Logit Model on the Airline Industry. Administrative
Sciences, 9(1), p.26
Babić, R.Š., Ozmec-Ban, M. and Bajić, J., 2018, January. Comparison of Global and Croatia
Airlines Premium Air Travel Trends. In 18th International Conference on Transport Science-
ICTS 2018
Barnham, C., 2015. Quantitative and qualitative research: Perceptual
foundations. International Journal of Market Research, 57(6), pp.837-854.
Bigne, E., Andreu, L., Hernandez, B. and Ruiz, C., 2018. The impact of social media and
offline influences on consumer behaviour. An analysis of the low-cost airline
industry. Current Issues in Tourism, 21(9), pp.1014-1032
Boonekamp, T., Zuidberg, J. and Burghouwt, G., 2018. Determinants of air travel demand:
The role of low-cost carriers, ethnic links and aviation-dependent
employment. Transportation Research Part A: Policy and Practice, 112, pp.18-28.

15IMPACT OF LOW COST AIRLINES ON CONSUMER BEHAVIOR
Brannen, J., 2017. Mixing methods: Qualitative and quantitative research. Routledge
Curras-Perez, R. and Sanchez-Garcia, I., 2016. Antecedents and consequences of consumer
commitment in traditional and low-cost airlines. Journal of Travel & Tourism
Marketing, 33(6), pp.899-911
Fletcher, A.J., 2017. Applying critical realism in qualitative research: methodology meets
method. International Journal of Social Research Methodology, 20(2), pp.181-194
Flick, U., 2018. An introduction to qualitative research. Sage Publications Limited
García-Fernández, J., Gálvez-Ruíz, P., Fernández-Gavira, J., Vélez-Colón, L., Pitts, B. and
Bernal-García, A., 2018. The effects of service convenience and perceived quality on
perceived value, satisfaction and loyalty in low-cost fitness centers. Sport Management
Review, 21(3), pp.250-262
Harun, A., Ashraff, M.N.S., Martin, D., Jusoh, N.A.Q. and Rashid, U.K., 2018. THE
INFLUENCE OF SERVICE BRANDING PERCEPTION ONCUSTOMER
SATISFACTION OF LOW COST AIRLINES: AIR ASIA AND MALINDO AIR. Journal
of Technology Management and Business, 5(3).
Julius, d.n. and Jatmika, d., 2019. The role of service quality on loyalty among low cost
carrier consumer. Psibernetika, 12(1).
Khan, N.T., Jung, G., Kim, J. and Kim, Y.B., 2019. Evolving competition between low-cost
carriers and full-service carriers: The case of South Korea. Journal of Transport
Geography, 74, pp.1-9.

16IMPACT OF LOW COST AIRLINES ON CONSUMER BEHAVIOR
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.
Koro-Ljungberg, M., 2015. Reconceptualizing qualitative research: Methodologies without
methodology. Sage Publications.
Law, C.C., Zhang, Y. and Zhang, A., 2018. Regulatory Changes in International Air
Transport and Their Impact on Tourism Development in Asia Pacific. In Airline Economics
in Asia (pp. 123-144). Emerald Publishing Limited.
McCusker, K. and Gunaydin, S., 2015. Research using qualitative, quantitative or mixed
methods and choice based on the research. Perfusion, 30(7), pp.537-542.
Merriam, S.B. and Grenier, R.S. eds., 2019. Qualitative research in practice: Examples for
discussion and analysis. John Wiley & Sons
Prasad, P., 2017. Crafting qualitative research: Beyond positivist traditions. Routledge.
Rajaguru, R., 2016. Role of value for money and service quality on behavioural intention: A
study of full service and low cost airlines. Journal of Air Transport Management, 53, pp.114-
122.
Sezgen, E., Mason, K.J. and Mayer, R., 2019. Voice of airline passenger: A text mining
approach to understand customer satisfaction. Journal of Air Transport Management, 77,
pp.65-74.
Smith, Jonathan A., ed. Qualitative psychology: A practical guide to research methods. Sage,
2015.