Marketing Research for Emirates Airlines

This report focuses on conducting marketing research on the customer services of Emirates Airlines. The research aims to determine the satisfaction level of customers and identify challenges in attracting consumers. The data analysis reveals a relation between customer satisfaction and flight delays. Recommendations are provided for improving customer services and increasing profitability.

MARKETING RESEARCH (MKT)

EXECUTIVE SUMMARY
Marketing research is being defined as researching within the market relating to the recent trends and adapting within the company.
For the effective management of the company Emirates need to focus on the customer services. This is pertaining to the fact that when
the consumer within the company will be satisfied then this will increase the profitability of the company. The present study outlined
the fact that quantitative research is helpful in identifying the better result and outcome relating to the research aim. The data analysis
section outlined that the there is relation between the variable that is satisfaction level of consumer and the delay in the flights.

TABLE OF CONTENTS
BACKGROUND.............................................................................................................................4
MARKETING RESEARCH QUESTION/ OBJECTIVES.............................................................5
RESEARCH DESIGN.....................................................................................................................6
DATA COLLECTION INSTRUMENT..........................................................................................6
DATA ANALYSIS, FINDING AND RECOMMENDATION......................................................7
LIMITATIONS..............................................................................................................................25
REFERENCES..............................................................................................................................26

BACKGROUND
Marketing research is being defined as the systematic recording and gathering and analysing the market information in order to
analyse the fact that how the product and service can be improved within the competitive market. For the success of the company it is
very essential that they undertake the research in proper and effective manner. This is pertaining to the fact that when the company
will undertake market research then they will come to know that how their product or service can be improved. Hence, the present
report is based on company Emirates and it will be researching the customer services of the company and how satisfied the consumer
is with their customer services.
Emirates Company was established in the year 1985. Company is a part of The Emirates Group. Company also hold various
subsidiaries like Arabian Adventures, Congress Solution, International, Emirates Holidays and Emirates Tour. Company is currently
associated with the 157 destinations. The headquarter of the company is located in Dubai, United Arab Emirates. Fleet size of the
Emirate Company is 251 (Nsour, 2019). Company Emirates Company further formed strategic alliances with Oneworld, Sky Team
and Star Alliances. Company contain divisions like Emirates Sky Cargo and Emirates Executive. Currently the organisation been
involved in First class, business class, premium economy class, economy class and catering services. Company is currently catering its
services at several international locations like Denmark, Norway, Denmark, Russia, United Kingdom, Saudi Arabia, United States and
Ivory Coast. All these are the international locations at which Emirates Company operate its flights in order to make the travel of
passengers more luxurious. Company hold a service range from catering to entertainment and many other services that make the travel
of passengers more feasible in respect to the business entity.
Emirates Company is associated with the airline industry. The sector is among the major competitive business environment
sector at a global level. The profitability and demand in the sector related to products are huge that make this sector more competitive
as compare to the other business environment sectors. In order to mitigate the overall business objectives Emirates Company require
to face competition from companies like Singapore Airline, Sky West, Etihard Airways, International Consolidated Airlines, Air

China, Cathay Pacific Airway and Republic Airways. All these are the major competitors of the Emirates Company. The existing
position of the company is highly competitive due to the high brand value and positive customer satisfaction that make the brand more
feasible in respect to the other competitors in the respective target market. The airline sector of United Arab contain a size of the
US$28.3 billion (Shaya and et.al., 2020). This size clearly reflects the high demand of the airline sector in the country. The existing
growth rate of the Emirates Company is stated as approximately 2% company total revenue figure of company is AED 14.8 billion
(US$ 4.0 billion) (Butti Al Shamsi and et.al., 2018). The growth rate and revenue of the company clearly state the continuous growth
rate and customer satisfaction along with the high customer retention rate of the organisation.
In the current time the organisation is facing issues due to the COVID 19 pandemic. This pandemic could completely oppose
the decision making of the passengers to cancel all the plans only if it is not necessary. In case of the necessary travel trip passengers
are going at places. This has completely spoiled the growth rate of the organisation and also the business profitability has also been
sacrificed (Saberi, Paris and Marochi, 2018). The existing COVID guidelines are also very uneasy as it involve social distancing like
conditions, sanitization practices and many such terms and conditions that consume allot of time of the organisation in managing all
its operations.
MARKETING RESEARCH QUESTION/ OBJECTIVES
The MRP that is the marketing research question is the one which promotes the whole research. This is particularly because of
the reason that the whole of the research is based over the current customer services of Emirates airlines (Shome, Jabeen and
Rajaguru, 2018). The marketing related issue being faced by the company Emirates is customer services being provided by the
company. This is pertaining to the fact that consumer satisfaction is the most important aspect for the success of the company. If the
company will not be having proper and effective customer services then this will affect the working of the company. The MRQ of the
research is as follows-
“How satisfied are the customer with the Emirates airlines customer services?”
The objectives of the research relating to this MRQ are as follows-

 To articulate the concept of consumer services and its significance in increasing profitability of company.
 To determine the effectiveness of the current consumer services of Emirates.
 To identify the various challenges which restrict the company in attracting the consumer for coming to the company.
 To recommend some of the strategies for the effective attraction of the consumer for increasing the profitability of the
company.
RESEARCH DESIGN
This is the most important aspect of the research to be successful is that when the research methods will be selected in proper
manner then this will result in better accomplishment of the objective of research (Stokes, 2017). For the present research over the
customer satisfaction from the customer services being provided by Emirates, the use of quantitative study is being undertaken. This is
particularly because of the reason that this type of research undertakes the use of the numeric facts and figures and the factual
information. Hence, this result in more effective analysis of the data and there is proper accomplishment of the aim and objective of
the study.
Along with this the use of the approach of research is of deductive which involve formulating of the hypothesis and proving it
with help of the different tools. Hence, for the analysis of the data, the use of SPSS which is a statistical tool is being undertaken. The
reason pertaining to this fact is that this is a good tool and because of this statistical test like regression, ANNOVA, correlation can be
applied easily (Chu and Ke, 2017). In addition to this for sampling 60 respondents has been selected on the basis of the random
sampling method. For the target audience consumer has been selected as they know the fact that how the services of Emirates are
provided and whether they are satisfied or not.
DATA COLLECTION INSTRUMENT
For the collection of the data use of primary method that is with help of the questionnaire will be undertaken. This is pertaining
to the fact questionnaire involves number of question which are closed ended and respondent has to select the appropriate answer. In

addition to this the use of secondary data will also be undertaken. This will be used with help of the analysis of different articles,
journals, and other published sources relating to the research topic.
DATA ANALYSIS, FINDING AND RECOMMENDATION
1. What is your gender?
Frequency Percent
Male 40 66.7
Female 20 33.3
Total 60 100

Interpretation- with the assistance of primary data gathered it was analysed that majority of respondent were males. The total males
were 66.7 % of the population and remaining were females that is 33.3 %.
2. What is your age?
Frequency Percent
under 18 5 8.3
18- 24 20 33.3
25- 34 10 16.7
35- 44 9 15
45- 54 5 8.3
55- 64 11 18.3
Total 60 100

Interpretation- on the evaluation of collected data from 60 respondent, 20 % agreed that people belonging to age of 18- 24 are the
maximum of the participant. On the other hand, 11 % stated that 55- 64 is the maximum whereas 10% agrees that 25- 34 is the group
which travels the most.
3. Which following category do you fall into?
Frequency Percent
Single 30 50
Married 25 41.7
Divorced 2 3.3
Widowed 3 5
Total 60 100
Interpretation- at the time of evaluating the category of the person travelling it was identified that maximum of the people that is 30%
states that they are single and 25% agrees that they are married. Remaining of the people are either divorced or widowed.

4. Where do you live?
Frequency Percent
UAE 5 8.3
USA 4 6.7
Pakistan 22 36.7
India 16 26.7
Others 13 21.7
Total 60 100
Interpretation- when asked to 60 respondents about their place 22% agreed that they are from Pakistan and 16 % stated that they come
from India. On the other hand, 13% agreed with other than the option and remaining with UAE and USA.
5. How would you rate Emirates Airline current pricing?
Frequency Percent
Very expensive 10 16.7

Expensive 10 16.7
Average 30 50
Could be cheaper 10 16.7
Total 60 100
Interpretation- with help of analysis of the data, 30% of the people stated that the pricing strategy of Emirates is average. While on the
other side remaining respondent equally agrees that pricing strategy of Emirate could be cheaper and some states it is expensive and
some agrees that it is very expensive (Jham, 2018).
6. Overall how satisfied are you with Emirates Airline staff, both on-board and off-
board?
Frequency Percent
Very satisfied 4 6.7
Satisfied 6 10
Somewhat satisfied 20 33.3

Neither satisfied nor dissatisfied 10 16.7
Somewhat dissatisfied 6 10
Dissatisfied 5 8.3
Very dissatisfied 9 15
Total 60 100
Interpretation- when asked to 60 respondents relating to the satisfaction with the staff maximum participant that is 20% agreed that
they are somewhat satisfied with the staff of the company. In contrast to this 10 % stated that they are neither satisfied nor dissatisfied
with the staff of Emirates. Along with this 9 % states that they are very dissatisfied with the staff (Khaleeli and Jawabri, 2021).
9. Do you think Emirates should change its food menu?
Frequency Percent
Yes 45 75
No 15 25

Total 60 100
Interpretation- 45 of the respondent from total of 60 agrees that yes there is requirement of the changes to be brought in the food menu
of the company. While the rest of the respondent does not agree to this.
10. How satisfied are you with Emirates online service?
Frequency Percent
Very satisfied 3 5
Satisfied 7 11.7
Somewhat satisfied 21 35
Neither satisfied nor dissatisfied 9 15
Somewhat dissatisfied 7 11.7
Dissatisfied 4 6.7
Very dissatisfied 9 15
Total 60 100

Interpretation- majority of the participant that is 35% or 21 out of total of 60 agrees to the fact that they are somewhat satisfied with
the online services of Emirates. While in contrast to this some people are very dissatisfied and some has no say that is neither satisfied
nor dissatisfied (Ahmad and Khalid, 2017).
11. The check-in procedures are efficient in Emirates Airline?
Frequency Percent
Yes 22 36.7
No 35 58.3
Neutral 3 5
Total 60 100

Interpretation- with help of the data analysis of 60 responses it was identified that 35 agrees that there is not proper use of check- in
procedures and they are not efficient. While in contrast to this 22 states that there is proper use of check- in procedures by Emirates.
12. Do you use Emirates online check-in service?
Frequency Percent
Yes 40 66.7
No 15 25
Neutral 5 8.3
Total 60 100

t
Interpretation- with the analysis of the views of 60 respondents it was analysed that 40 people agrees that they use the online check- in
system of Emirates. While in contrast to this 15 people does not agree and 5 are neutral.
15. Please select how much you agree or disagree with these statements
Frequency Percent
Strongly disagree 5 8.3
Disagree 15 25
Neutral 5 8.3
Agree 30 50
Strongly agree 5 8.3
Total 60 100

Interpretation- when asked relating to flight delay it was identified that 50% of the population agrees that there is flight delay and this
affect that their travel tie. On the other hand, 15% disagrees to the fact that there is flight delay.
15. Please select how much you agree or disagree with these statements
Frequency Percent
Strongly disagree 5 8.3
Disagree 30 50
Neutral 5 8.3
Agree 16 26.7
Strongly agree 4 6.7
Total 60 100

Interpretation- when asked relating to their flight experience with Emirates it was evaluated that 30 people disagree that there
experience was not pleasant. On the other hand, 16 people agreed that there experience was pleasant while travelling with Emirates.
Regression
Model Summary
Model R
R
Square
Adjusted
R Square
Std. Error of
the Estimate
1 .452 0.204 0.191 1.57106
a Predictors: (Constant), 15. Please select how much
you agree or disagree with these statements

ANOVAa
Model
Sum of
Squares df
Mean
Square F Sig.
1 Regression 36.776 1 36.776 14.9 .000b
Residual 143.158 58 2.468
Total 179.933 59
a Dependent Variable: 10. How satisfied are you
with Emirates online service?
b Predictors: (Constant), 15. Please select how much
you agree or disagree with these statements
Coefficientsa
Model
Unstandardized
Coefficients
Standardized
Coefficients t Sig.
B
Std.
Error Beta
1 (Constant) 2.087 0.528 3.955 0
15. Please select how
much you agree or
disagree with these
statements 0.688 0.178 0.452 3.86 0
a Dependent Variable: 10.
How satisfied are you with
Emirates online service?

From the above regression analysis tool it is very much clear that there is significant relationship between the two variables that is
delay in flight and satisfaction level of the consumers. With help of the above data it was clear that the significance value is less than
the standard that is 0.00 < 0.05. Hence, this states that the alternate hypothesis is being selected and null being rejected. In addition to
this the model summary table reflects the fact that the correlation between the two variables is 0.452 or 45.2 %. Hence, with help of
this data it can be stated that there is moderate relation between the flight delays over the satisfaction level of the consumers
(Elmelegy, Ponnaiyan and Alnajem, 2017).
Crosstabs
Case Processing Summary
Cases
Valid Missing Total
N Percent N Percent N Percent
10. How satisfied are you with Emirates
online service? * 12. Do you use Emirates
online check-in service? 60 100.00% 0 0.00% 60 100.00%
10. How satisfied are you with Emirates online service? * 12. Do you use Emirates online check-in service?
Crosstabulation
12. Do you use
Emirates online
check-in service? Total
Yes No Neutral

10. How satisfied
are you with
Emirates online
service? Very satisfied Count 2 1 0 3
% within 10. How
satisfied are you with
Emirates online service? 66.70% 33.30% 0.00% 100.00%
% within 12. Do you use
Emirates online check-in
service? 5.00% 6.70% 0.00% 5.00%
% of Total 3.30% 1.70% 0.00% 5.00%
Satisfied Count 3 4 0 7
% within 10. How
satisfied are you with
Emirates online service? 42.90% 57.10% 0.00% 100.00%
% within 12. Do you use
Emirates online check-in
service? 7.50% 26.70% 0.00% 11.70%
% of Total 5.00% 6.70% 0.00% 11.70%
Somewhat
satisfied Count 15 4 2 21
% within 10. How
satisfied are you with
Emirates online service? 71.40% 19.00% 9.50% 100.00%
% within 12. Do you use
Emirates online check-in
service? 37.50% 26.70% 40.00% 35.00%
% of Total 25.00% 6.70% 3.30% 35.00%
Neither
satisfied nor Count 7 1 1 9

dissatisfied
% within 10. How
satisfied are you with
Emirates online service? 77.80% 11.10% 11.10% 100.00%
% within 12. Do you use
Emirates online check-in
service? 17.50% 6.70% 20.00% 15.00%
% of Total 11.70% 1.70% 1.70% 15.00%
Somewhat
dissatisfied Count 2 5 0 7
% within 10. How
satisfied are you with
Emirates online service? 28.60% 71.40% 0.00% 100.00%
% within 12. Do you use
Emirates online check-in
service? 5.00% 33.30% 0.00% 11.70%
% of Total 3.30% 8.30% 0.00% 11.70%
Dissatisfied Count 3 0 1 4
% within 10. How
satisfied are you with
Emirates online service? 75.00% 0.00% 25.00% 100.00%
% within 12. Do you use
Emirates online check-in
service? 7.50% 0.00% 20.00% 6.70%
% of Total 5.00% 0.00% 1.70% 6.70%
Very
dissatisfied Count 8 0 1 9
% within 10. How
satisfied are you with
Emirates online service? 88.90% 0.00% 11.10% 100.00%

% within 12. Do you use
Emirates online check-in
service? 20.00% 0.00% 20.00% 15.00%
% of Total 13.30% 0.00% 1.70% 15.00%
Total Count 40 15 5 60
% within 10. How
satisfied are you with
Emirates online service? 66.70% 25.00% 8.30% 100.00%
% within 12. Do you use
Emirates online check-in
service? 100.00% 100.00% 100.00% 100.00%
% of Total 66.70% 25.00% 8.30% 100.00%
Chi-Square Tests
Value df
Asymp. Sig.
(2-sided)
Pearson Chi-Square 19.272a 12 0.082
Likelihood Ratio 21.269 12 0.047
Linear-by-Linear Association 0.134 1 0.715
N of Valid Cases 60
a 17 cells (81.0%) have expected count less than 5. The
minimum expected count is .25.
Symmetric Measures
Value
Approx.
Sig.

Nominal by Nominal Phi 0.567 0.082
Cramer's V 0.401 0.082
N of Valid Cases 60
a Not assuming the null hypothesis.
b Using the asymptotic standard error assuming the null
hypothesis.
With the help of crosstab or the chi- square test it is identified that whether there is any relation between the two selected
variables or not. The present test involves the variable that how satisfied the consumer are and do the company use online check in
services. Both these variables are interrelated because of the reason that if the company will not be using the online check- in services
then how the consumer will be satisfied with the online services of the company (Randeree, 2019). With help of chi- square test it was
identified that there is relationship present and if the online check in service will reduce then the satisfaction level of the consumer will
also reduce.
Recommendation
With the above analysis it is clear that company need to improve its customer service in order to attract more of the consumers.
Hence, for this some of the suggestions to Emirates are as follows-
 This first and foremost aspect suggested to Emirates is to provide discount and offers to the consumers. this is necessary as this
will attract more of the consumer and there are chances that consumer becomes loyal.
 In addition to this it is advisable to the company that they must take time to time feedback and reviews from the cosnuemrs. This
is necessary as this will assist Emirates in knowing the views of consumer and make the changes in accordance to their views and
suggestions.

 Along with this it is also advisable to the company that they must continuously research within the market. This is necessary as
any change within the market can affect the working of the company. Hence, when Emirates will be continuously monitoring the
market then this will provide areas for improvement to the company.
LIMITATIONS
The major limitation within the study was the availability of the data as the data present was too much and it was not easy to
identify which data is relevant for the study. Along with this another limitation was that the resources for the study were limited and
the user of resources was many. But then also the researcher with their effective allocation skill managed the use of all the resources in
effective and efficient manner.

REFERENCES
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