Customer Satisfaction & British Airways

This assignment explores customer satisfaction levels with British Airways' services. It delves into the factors that drive customers to choose British Airways, such as service quality, brand reputation, and pricing. The analysis also investigates whether positive service experiences lead to future patronage and recommendations. A questionnaire targeting British Airways customers is provided to gather data on their perceptions of the airline's service quality.

RESEARCH
PROJECT
1

Table of Content
RESEARCH PROJECT ......................................................................................................................3
1.1 Formulate and record possible research project outline specification.......................................3
1.2 Factors that contribute to the process of research project selection..........................................3
1.3 Undertaking of critical review of key references.......................................................................4
1.4 Research project specification ..................................................................................................5
1.5 Plan and procedure for the agreed research specification..........................................................6
TASK 2.................................................................................................................................................7
2.1 Matching the resources effectively with stated research objectives and question ...................7
2.2 Undertaking the proposed research investigation in accordance with the agreed specification
and procedures.................................................................................................................................7
2.3 Record and collate important data where appropriate...............................................................9
TASK 3 ..............................................................................................................................................11
3.1 Use appropriate research evaluation techniques......................................................................11
3.2 Interpretation and analysis of data ..........................................................................................12
3.3 Make recommendations and justify areas for further consideration........................................19
TASK 4...............................................................................................................................................19
4.1 Presentation of the key result..................................................................................................19
References..........................................................................................................................................20
APPENDIX .......................................................................................................................................22
2

RESEARCH PROJECT
TASK 1
1.1 Formulate and record possible research project outline specification
Title
To critically ascertain the impact of service quality on customer demand in airline industry:
A study on British Airways, UK.
Background
British Airways is the largest airline in the UK, founded in 1974 and headquartered in
Waterside, Harmondsworth. It further have fleet size of 295 and is among the largest the flag carrier.
According to the passenger carrying capacity, British Airways is regarded as second largest entity.
The organizations provide its services to around 183 destinations. The main hub of British Airways
is Gattwick and Heathrow airport. The vision of company is to become an international premium
airline. The company aims at becoming highest preferred airline for longhaul premium customers.
British Airways also operates Boeing 747-400 in the globe with 51 registered to the airline. In order
to survive in present cut throat competition, the entity focuses more on delivering outstanding
services to customers at every touch point (About us. 2016). The main concern of company is to
deliver quality services so as to maintain its premium image amongst customers. In this respect,
organizations provide constant training and development to employees so they render best services
to customers.
Objectives
 To critically study the concept of service quality with reference to the airline industry.
 To ascertain the importance of service quality for British Airways.
 To determine the relationship between service quality and customer demand for British
Airlines.
 To recommend new method through which service quality of British Airways can be
improved to hold b in ack the customer demand of company.
Research questions
 What do you understand by service quality within the airline industry?
 How service quality is important for British Airways?
 What is the link between service quality and customer demand for British Airways?
1.2 Factors that contribute to the process of research project selection
There are various factors that assist in choosing the research topic. The first and foremost the
research project is importance of the topic. Present scenario, the quality services are crucial aspect
3

that assure survival and sustainability of company. The customers are getting more informed and
compare the quality and prices of services before selecting them. Thereafter, reason for selecting the
present project is that the researcher is interested in knowing the impact of service quality on
customer demand (Soteriou and Stavrinides, 2013). Further, investigator have effective knowledge
about the airline industry and thus to implement this knowledge practically and make best use of
available information, research has been performed. So far, the researches are done on the impact
of prices on service demand. Therefore, to fill the gap between past studies, new aspect which is
related to impact of service quality on customer demand is focused. The another reason for selecting
the research problem is that current issue is well-known and appropriate with reference to airline
industry. In the current scenario, the quality is most influencing factor that can drive customers
towards a specific brand (Moreira and Silva, 2016). The corporation are emphasizing more on
quality aspect to develop a strong and well define market position in the economy. Hence,
investigator has taken decision to perform the study on this topic as result of aforementioned
factors.
However, the present research project is to understand service qualities on customer demand
in airlines industry. In accordance to this, several aspects to be expressed related to projecting and
impact on British Airways' effectiveness by fulfilling customers' requirements. Therefore, different
steps for project accomplishment is to be described including research methodology through
conducting survey and further on the basis of collected data analysis, preparing plans for further
years' business operations. Thus, significance of market demand fulfilment can be understood
through this assignment.
1.3 Undertaking of critical review of key references
In the past there were many scholars that performed study on the identical topic to the
present one. The current study on impact of service quality on customer demand will help in
developing detailed understanding about customer preference, their buying behaviour etc. The
different books,journals and literature are analysed to identify the scholars opinion about the impact
of service quality on customer demand within the aviation industry. Theoretical framework of the
report will assess the relation between service quality and attributes on the customer attitude in the
current scenario. The critical review of key references in the context of current study is presented
below.
Understanding the concept of quality services within the airline industry
In the opinion of Mok, Sparks and Kadampully, 2013 the service quality is the aspect
through which business concentrate on the attribute of services and their performance. With this
4

aspect it perform important role in the company by which it render the superior services to their
customer. It assists to meet the contentment of the customer towards the services. British Airways
concentrate on the quality of services where focus is given on the growing needs and preferences of
customers which can be incorporated in services. According to Bansal and Taylor, 2015 good
quality of services assist the company to stimulate maximum customers towards the services. As
per the opinion of ITarí, Heras-Saizarbitoria and Dick, 2014 enhanced service quality may
maximize economic competitiveness of the brand. The service quality is important way through
which company can attain the high benchmarks of the industry.
Importance of quality services for British Airways
As per the views of Street, 2012 there is wide scope of the services quality for the British
Airways. With the help of superior quality of services, many services user draw in towards the
offerings of entity which assist business to enhance the sales ratio. The effectiveness in service
quality, play a major role in developing distinct image of brand in market. The good quality
services also help in cut down the customer compliant to large extent and thus develop positive
image of the brand in market. The good quality of services can be used as tool to retain present
customers and attract new one. According to Madar, 2015 quality of services enable the corporation
to charge high amount for the same from customers. By this method, company can increase the
profit margin and enhance market share. The main significance of the quality services is that it help
in maintaining the leading position of British Airways.
Relationship between quality services and customer demands for British Airways
It has been stated by Grundy and Moxon, 2013 there are strong relations between service
quality and customer demands. The increase in quality of service will be help in influencing the
customers to prefer offerings of British Airways over its competitors. The service quality is
important attribute that help in company maintaining the brand image of company. However,
organization renders the effective services with the organized way which develop the long lasting
impact on the interest of the consumer. Accordingly, they attracts towards the services which will
help in enhancing the demand of entity. The failures to provide best quality of services have direct
benefit to the rivals as customers will shift towards their offerings. The customers will also not
favour the poor quality service due to numerous grounds like compromise on quality means
increase in risk of customer health. It impacts performance of the entity as business fails to meet the
customers demand (Soteriou and Stavrinides, 2013). This further decrease the satisfaction level of
the customers. With this aspect, drop in the number of customers due to inappropriate quality
impact the sales turnover. On the contrast, if the executives of British Airways are competent to
5

render the superior quality of services with the right ways which assist to increases the number of
customers. It helps administrator to keep the quality of services and meets the consumer demand. It
has positive impact on the image of the organisation and increases the productivity in airlines
industry (Moreira and Silva, 2016).
1.4 Research project specification
Survey method can be defined as study of sample of individual units from a population and
is related to survey data collection methods like, questionnaire etc. this method will help in
obtaining the first hand information from the respondents. Therefore, primary data can be obtained
through survey. On the other side, secondary data will be gathered from various sources where
information is readily available. Therefore, books, online article, government reports, journals and
PDFS etc. can be accessed to obtain secondary data. Sampling is one of the most important aspect
of performing a research. It assist the investigator in achieve a representative population for the
evaluation. The population of the current study is significantly wide. There are more than 20
million individual in UK as it is impossible to address them all a ratio of group can be chosen which
will stand for the entire group. A sample size of 40 British Airways consumer was undertaken for
the evaluation. Therefore, the present research is specified regarding understanding customers'
views on quality services of British Airways so further decisions can be made for improvements and
better performance. However, critical evaluation on organization's performance is obtained that
leads to prepare plans to create innovations for effective customer satisfaction. In this regard,
researcher is to conduct survey and analysing their opinions that affects further production and
distribution to gain revenue effectively.
Research
1.5 Plan and procedure for the agreed research specification
In order to perform the present study, the researcher is required to pursue a organized plan
and process which will assist in performing the entire study according to the agreed specifications.
The present study is descriptive one which must be performed in most effective way. The
investigator will focus on acquiring the research objectives which will build strong impact on
ascertaining the purpose of the study. Primary and secondary research method can be used to collect
the data for the current study. In order to gather primary data, survey method can be considered
thereby framing a properly structured questionnaire for the study. In this respect, a sample of
respondent can be selected to obtain the response to planned requisitions through open and close
ended questions. The respondents will be selected randomly through probabilistic method.
Thereafter, secondary data will be obtained through, books, journals, literature, past research etc.
6

The entire research will be analysed through thematic basis to acquire valid and particular findings.
Activity/Week 1 2 3 4 5 6 7 8 9 10 11 12
Developing research proposal to examine
the research problem
Take on Past studies and critical review
literature to create theoretical base
Drafting and concluding research objectives
Developing draft for the literature review
Collecting secondary data to perform out the
research
Examine the secondary data
Developing research approach to perform
out the study
Writing of research methodology
Developing the questionnaire
Composition of interviews
Conducting interview
Collection of the information
Findings of the Draft
Assessment of the data
Finalizing other chapters
Draft findings chapter
Submission to tutor and look for the
feedback
Revising the final draft
Printing and binding
Final Submit
TASK 2
2.1 Matching the resources effectively with stated research objectives and question
In order to acquire the research objectives, the investigator require to use various resources
that can assists to finish the entire study in accordance to the set research specifications. The major
7

resources that are required to complete the study in the desired manner are, human, financial and
technical (Hanif, Hafeez and Riaz, 2010). The human resources are needed to execute the study.
They will further perform the functions like, interviewing the respondents to obtain the answers for
the research question. The study cannot be performed without the use of human resources.
Similarly, financial resources are required throughout the study. The funds are needed to provide
salary to human resources,buy technology to obtain the data for study etc. Some secondary sources
charge some fees for rendering the data such as paid online site etc. Thus, it can be stated that
financial resources are very important for the successful completion of study. Other than this,
technical resources are needed to obtain the information from respondent etc (Hur, Ahn and Kim,
2011). Thereafter, another main resource needed by the researcher is time for gathering the desired
information from primary and secondary sources. Due to this reason, proper amount of time is
needed for gathering information which is best for attaining the purpose of research. Further,
information is the main resource where data related to customer service quality and its impact on
demand within the airline industry is required to complete the study in through manner.
Further, there is direct connection in present resources and question. With the availability of
proper resources the research questions can be answered in the most effective way. The
questionnaire will also act as significant resources that will help in obtaining the relevant data as per
the objective of study (Iglesias, Singh and Batista-Foguet, 2011). Thereafter, secondary resources
will be used like, books, journal, literature to collect important information about the study. Overall,
it can be stated that desired findings can be easily obtained by emphasizing on the key resources.
The total project will be completed in approximately £1000
Resources Cost (£) Total (£)
Human resources for -
Distribution of survey
questioning and collection ( 10
days, team of 2 distributors) 6
hour days
6.50 x 6(hours)= 39 a day
39 x 10 (days) = 390 for 10
days
390 x 2 (distributors) = 780
780
Data analyser (10days, 1
analyser) 8 hour days
200 (day) x 8 = 2800 1600
Physical resources -
Printing and paper (for 50
questionnaires)
50 x 6 ( pages per
questionnaire) =300
300 x 5(pence per page) =
1500= £15.00
15.00
Internet connection and
software
Already available N/A
Other costs -
Transportation costs £50.00 inclusive 50.00
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2445
2.2 Undertaking the proposed research investigation in accordance with the agreed specification and
procedures
Research evaluation analysis is a significant and most crucial aspect of attaining results and
developing significant research outcome. The current study will carry out the analysis in a well-
structured and significant manner. Research methodology helps in defining particular tools and
techniques for the study which will help in carrying out the evaluation in an effective manner (Qur,
2013). The clear reflects of investment techniques and procedure is effectively mentioned below:
RESEARCH APPROACH
Research analysis is and investigation is one of the most significant and critical aspect of
undertaking the study. Research approach is a very broad concept for the evaluation. It helps in
developing a well-defined parameter for undertaking the research and analysing well suited r
research design for the analysis (Lillis, 2008). Inductive and deductive approaches are the two
major categories in the evaluation. Inductive study carries out the study on the basis of research
questions. It is an effective approach where the evaluation of perspectives of people is closely
demanded. This qualitative approach undertakes different viewpoints and perspective of the
individuals. However deductive approach is the one where data evaluation and collection is carried
out on the basis of hypothesis. This approach is effective for quantitative study which helps in
attaining well defined results. For the present analysis inductive research approach will be adopted
in order to develop a clear and effective evaluation. Sampling is one of the most significant aspect
of undertaking a research. It helps the researcher in attaining a representative population for the
evaluation. The population of the current study is significantly wide (Goddard and Melville, 2004).
A sample size of 40 British Airways consumer was undertaken for the evaluation. Researcher is to
apply inductive approach that includes theories and scientific ideas for gathering information.
However, different kinds of components related to survey methods are to be described through this
assignment that leads to analysing organization's performance for operating business activities in
future time.
RESEARCH DESIGN
Research design is a significant part of the study as it helps in effectively evaluating the
general plan for the evaluation. Different research design is adopted by researches to attain different
purpose of the study. According to Samuel, (2005) exploratory and conclusive designs are the two
major research design techniques adopted for the study. The present analysis will be carried out on
9

the basis exploratory design. Here the researcher will carry out the study on the basis of research
questions. The selected design will help in attaining general insights about the topic selected and the
evaluation of the same will be carried out in an effective manner. Conclusive research however is
useful for specific topic. It will not be significant for the present research topic as the analysis
demand general overview and evaluation on the subject.
DATA COLLECTION
The aim of the present study is to critically ascertain the impact of service quality on
customer demand in airline industry. The data collection for the stated study will be collected from
both primary and secondary data sources (Creswell, 2013). For secondary data books, journals, past
researches, a company data and news article has been referred. However for primary analysis data
will be collected from new sources. Survey method will be used to collect the data for the present
study. Customers of British Airways will be approached with the structured questionnaire to attain a
clear and well defined perception regarding the evaluation aspect. In addition primary data will help
in developing a clear and well defined picture of the data mentioned.
SAMPLING
Sampling is one of the most significant aspect of undertaking a research. It helps the
researcher in attaining a representative population for the evaluation. The population of the current
study is significantly wide (Goddard and Melville, 2004). A sample size of 40 British Airways
consumer was undertaken for the evaluation. Random sampling method was adopted to attain a
representative sample for the analysis. In addition to this the stated approach was selected to ensure
the limitations of resources of the organization.
DATA ANALYSIS
Data analysis for the present study was carried out adopting qualitative method. It helped in
attaining a specified research results while developing clear themes. . The study will develop an
extensive understanding about the topic and strategies adopted by the business for attaining
effective growth (Clark, 2002). Data analysis will be done on the basis of thematic analysis. This
will develop effective understanding about the research findings and analysis.
2.3 Record and collate important data where appropriate
The data regarding the impact of service quality on the customer satisfaction is obtained
through questionnaire. The sample size of 40 customers is taken through random sampling to fill
the provided questionnaire. In order to achieve impelling and well outlined consequence for the
study questionnaire will be used.
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TASK 3
3.1 Use appropriate research evaluation techniques
The research evaluation techniques play important role in appropriate analysis of data and
getting best outcomes for the study.
 Questionnaire: The primary data for the study will be gathered from customers of British
Airways. For gathering the data in attaining the data in a organized and effective way
questionnaire will be used. The close ended questionnaire will be used to gather the
information on desired manner. The questionnaire will assist in acquiring valid and reliable
outcomes for the study(Creswell, 2013). In this process, researcher asks questions to
selected 40 sample respondents for asking questions regarding British Airways services.
However, effective performance is obtained that proceed to its sustainability and activities
for innovations.
 Thematic analysis: Data analysis for the study will be done through thematic analysis.
Here, themes will be developed to acquire clear and well determined picture for the analysis.
Thematic analysis will help in obtaining valid and certain outcomes for the study. In order to
showcase the data in clear and structured manner, graphs tables and statistics will be used
(Goddard and Melville, 2004).
3.2 Interpretation and analysis of data
Theme 1: Customers are using airline services of British Airways for 3 years and above.
From how long, you are using airline services of British Airways? Number of respondents
Less than one year 7
1 to 2 years 10
2-3 years 9
More than 3 years 15
11

Findings and interpretation: The above illustration clearly showcase that on being asked about user
affiliation with airline 15 respondents disclosed that they are connected with the airline for 3 years
and above. 9 respondents were related with brand for 2-3 years while 10 respondents were using the
services of British Airways for 1-2 years while 7 respondents claimed that they were related with
the company for not more than a year. This clearly represents that British Airways has formulated a
clear outlined user base for the enterprise (Kapferer, 2012).
Theme 2: The customers are highly satisfied with respect to the quality of services of British
Airways.
Rate your satisfaction level with with respect to the quality of services
of British Airways.
Number of
respondents
Highly satisfied 18
Satisfied 10
Neutral 1
Dissatisfied 8
Highly dissatisfied 3
12
Less than one year
1 to 2 years
2-3 years
More than 3 years
0
2
4
6
8
10
12
14
16
Customers are using airline services of British Airways for 3
years and above
Number of respondents

Findings and interpretation: From the results of the study it has been identified that on being
questioning about the customer satisfaction level regarding the service quality provided by British
Airways, 18 answerer said that they are extremely satisfied, while 10 said that they were satisfied
by the service offered by brand. 1 of the respondents nevertheless gave a neutral reaction, 8
respondents said they were dissatisfied while 3 were highly dissatisfied by the services offered by
the British Airways. Hence general valuation shows that relative quantities of users are contented
from quality of services offered by entity. Therefore, it is recognized that most of customers are
satisfied with services produced by British Airways that also attract other customers to take
advantage of organization's services. In this regard, customer dealing services of entity is quite
satisfied that impacts on productivity and profitability of firm for its long term sustainability.
Theme 3: Quality of services is a major factor that stimulate customers to purchase airline
services of British Airways
Which factor that stimulate you to purchase airline services of British
Airways
Number of
respondents
Quality of services 18
Brand name 6
13
Highly satisfied
Satisfied
Neutral
Dissatisfied
Highly dissatisfied
0 2 4 6 8 10 12 14 16 18 20
The customers are highly satisfied with respect to the quality of
services of British Airways.
Number of respondents

Low prices of airline services 10
Better customer services 11
Past experience 5
Findings and interpretation: The above theme emphasize on assessing the key factor that affecting
the consumer decision for service range of British Airways. It was identified that 18 respondents
chosen quality of services as an major inspiring factor, 5 said brand name was a encouraging aspect,
6 respondents said that low price airline services as motivating factor, 9 said it to be effective
services while 3 selected past experience as a key aspect of the same. Therefore, it can be analysed
that service quality is mainly preferred by the users (Selnes, 2013).
Theme 4: Customers are strongly agreed that quality services of airlines helps in selecting the
British Airways for future traveling needs.
Does Quality services of airlines encourage customers to select British
Airways for future traveling needs?
Number of
respondents
Strongly agree 18
Agree 10
Neutral 3
Disagree 5
Strongly disagree 4
14
18
5
6
9
3
factor that stimulate you to purchase airline services of British
Airways
Quality of services
Brand name
Low prices of airline services
Better customer services
Past experience

Findings and interpretation
Theme 5: Customers would prefer to use services of British Airways in the near future.
Would you prefer to use airline services of British Airways in the near
future
Number of
respondents
Yes 25
No 10
Can’t say 5
15
18
10
3
5
4
Customers are strongly agreed that quality services of
airlines helps in selecting the British Airways for future
traveling needs.
Strongly agree
Agree
Neutral
Disagree
Strongly disagree

Findings and interpretation: On being questioning whether customers will like services of British
Airways in future 25 of the respondents out of 40 gave a positive reply. While 5 of the respondents
were not sure about the same and 10 gave negative response for the question. This clearly showcase
that effective services has assisted in providing favourable impact on the consumer demand of
services rendered by British Airways (Kapferer, 2012).
Theme 6:The customers would like to recommend the services of British Airways to their friends
and family because of its quality
Would you recommend the services of British Airways to your friends
and family because of its quality?
Number of
respondents
Yes 20
No 5
Can’t say 15
16
Yes
No
Can’t say
0 5 10 15 20 25 30
Customers would prefer to use services of British Airways in
the near future.
Number of respondents
Series2

Findings and interpretation: From the above graph, it can be identified that on asking whether the
customers would like to recommend the services of British Airways to their friends and family 20
out of 40 respondents gave positive reply. While, 15 respondents were not sure and 5 respondent
disagreed about the same.
Theme 7: The users of services are agreed to pay extra for getting the premium quality services
offered by British Airways
Would you mind paying extra for getting the premium quality services
offered by British Airways??
Number of
respondents
Yes 22
No 5
Can’t say 13
17
Yes No Can’t say
0
5
10
15
20
25
The customers would like to recommend the services of British
Airways to their friends and family because of its quality
Number of respondents
Series2
Series3

Findings and interpretation: 22 out of 40 respondents said that they are agree to pay extra prices
happily if they get good services in return. On asking same question, 13 respondent said they are
not sure while 5 completely disagreed to pay more amount for better quality services. Overall from
the analysis it can be said that company can charge premium prices for superior quality of its
services.
Theme 8: Trained employee is the main reason for better quality of services offered by company
What is the reason for better quality of services offered by company Number of
respondents
Service delivery process 6
Trained employees 18
Physical evidence 5
Use of technology 10
All of the above 8
18
Yes No Can’t say
0
5
10
15
20
25
The users of services are agreed to pay extra for getting the
premium quality services offered by British Airways
Number of respondents
Series2
Service delivery process
Trained employees
Physical evidence
Use of technology
All of the above
0 2 4 6 8 10 12 14 16 18 20

Findings and interpretation: This theme focused on evaluating the reason for effective quality of
service of British Airways. On asking the reason for effective quality of services of British Airways,
18 out of 40 respondent gave the credit to trained employees. While, 10 respondent, said use of
technology is the factor responsible for good quality. 6 respondent selected service delivery, 5
physical evidence and 8 respondent all the discussed factor are responsible for the effective service
quality of British Airways (Hanif, Hafeez and Riaz, 2010).
3.3 Make recommendations and justify areas for further consideration
The total assessments of the study indicate that quality of service in airline industry is one of
the leading factors which impact consumer demand directly. The results of the report distinctly
indicate that British Airways has an impressive quality service which has affirmatively impacted the
demand of service users.
It can be recommended that continuous training must be provided to employee so they can
provide best quality services. Further, technology can be used to improvise the services. Thereafter,
company can use quality as its core competency to develop unique image in market and thereby
stay ahead of its rivals.
TASK 4
4.1 Presentation of the key result
Covered in PPT
19

REFERENCES
Books and Journals
Bansal, H.S. and Taylor, S., 2015. Investigating the relationship between service quality, satisfaction
and switching intentions. In Proceedings of the 1997 Academy of Marketing Science (AMS)
Annual Conference (pp. 304-313). Springer International Publishing.
Clark, A. M., 2002. The qualitative-quantitative debate: moving from positivism and confrontation
to post-positivism and reconciliation. Journal of Advanced Nursing.27(6).pp.1242-1249.
Creswell, J. W., 2013. Qualitative, Quantitative, and Mixed Methods Approaches. 4th ed. SAGE
Publications, Inc.
Goddard, W. and Melville, S., 2004. Research Methodology: An Introduction. Juta and Company
Ltd.
Grundy, M. and Moxon, R., 2013. The effectiveness of airline crisis management on brand
protection: A case study of British Airways. Journal of Air Transport Management, 28,
pp.55-61.
Hanif, M., Hafeez, S. and Riaz, A., 2010. Factors affecting customer satisfaction. International
Research Journal of Finance and Economics. 60(1 ). pp.44-52.
Hur, W.M., Ahn, K.H. and Kim, M., 2011. Building brand loyalty through managing brand
community commitment. Management Decision. 49(7 ). pp.1194-1213.
Iglesias, O., Singh, J.J. and Batista-Foguet, J.M., 2011. The role of brand experience and affective
commitment in determining brand loyalty. Journal of Brand Management. 18(8 ). pp.570-
582.
Kapferer, J.N., 2012. The new strategic brand management: Advanced insights and strategic
thinking. Kogan page publishers.
Keller, K.L., Parameswaran, M.G. and Jacob, I., 2011. Strategic brand management: Building,
measuring, and managing brand equity. Pearson Education India.
Lillis, A., 2008. Qualitative management accounting research: rationale, pitfalls and potential: A
comment on Vaivio 2008. Qualitative Research in Accounting & Management. 5(3).
pp.239–246.
Madar, A., 2015. Implementation of total quality management Case study: British Airways. Bulletin
of the Transilvania University of Brasov. Economic Sciences. Series V, 8(1), p.125.
Mok, C., Sparks, B. and Kadampully, J., 2013. Service quality management in hospitality, tourism,
and leisure. Routledge.
Moreira, A.C. and Silva, P.M.F.D., 2016. Complaint behaviour by third parties: exploring service
quality, customer satisfaction and word-of-mouth. International Journal of Sport
Management and Marketing, 16(3-6), pp.152-171.
Samuel, P., 2005. Partnership working and the cultivated activist. Industrial Relations Journal.
36(1). pp.59-76.
Selnes, F., 2013. An examination of the effect of product performance on brand reputation,
satisfaction and loyalty. Journal of Product & Brand Management.
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Soteriou, A.C. and Stavrinides, Y., 2013. An internal customer service quality data envelopment
analysis model for bank branches. International Journal of Bank Marketing.
Street, M., 2012. Training people to deliver service excellence in British Airways. Training for
Quality.
Tarí, J.J., Heras-Saizarbitoria, I. and Dick, G., 2014. Internal and external drivers for quality
certification in the service industry: Do they have different impacts on success?. Service
Business, 8(2), pp.337-354.
Online
About us. 2016. [Online]. Available through:
<http://www.britishairways.com/travel/home/public/en_in>. [Accessed on 28th November 2016].
Qur, A., 2013. Research design and data collection. [Online]. Available through:
<http://www.iium.edu.my/iaw/SHPhDHTMLfiles/Chp_07%20datacollection.htm>. [Accessed
on 28th November 2016].
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APPENDIX
Questionnaire for British Airways customers
Name: _______________________
Age:
 Below 22 years
 22-30 years
 30-45 years
 More than 75 years
Gender:
 Male
 Female
 Homosexual
Occupation: ___________________
1. Please describe the duration from which you are using airline services of British Airways?
 Less than one year
 1 to 2 years
 2-3 years
 More than 3 years
2. Kindly provide rating to your satisfaction level with respect to the quality of services of British
Airways.
 Highly satisfied
 Satisfied
 Neutral
 Dissatisfied
 Highly dissatisfied
3. What are the factors that stimulate you to purchase airline services of British Airways?
 Quality of services
 Brand name
 Low prices of airline services
 Better customer services
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 Past experience
4. Does quality services of airlines encourage you to select British Airways for future travelling
needs?
 Strongly agree
 Agree
 Neutral
 Disagree
 Strongly disagree
5. Would you prefer to use airline services of British Airways in the near future?
 Yes
 No
 Can’t say
6. Will you recommend the services of British Airways to your friends and family because of its
quality?
 Yes
 No
 Cant' say
7. Do you think there is a requirement of modification in quality services to make airline service of
British Airways better?
 Yes
 No
 Can’t say
8. Will you mind paying extra for getting the premium quality services offered by British Airways?
 Yes
 No
 Can’t say
9. In your opinion, what is the reason for better quality of services offered by company?
 Service delivery process
 Trained employees
 Physical evidence
 Use of technology
 All of the above
10. Please recommend few ways by which Britsih Airways can improve quality services in order to
maintain the customer demands.
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