Research on Training and Development in an Organizational Relation

Running head: PROJECT DISSERTATION
The Usefulness of Training and Development in an Organisational Customer Relations- A
Case of Virgin Atlantic UK
Name of the Student:
Name of the University:
Author’s Note:

1PROJECT DISSERTATION
Acknowledgement
This research has provided me the best knowledge and experience in my life. The research has
assisted me a lot towards enhancing my knowledge and skills. I have also faced some difficulties
and challenges in conducting this research. However, my supervisor has assisted me a lot to
overcome those difficulties and complete the research successfully. I want to thank my academic
guide for always guiding me in completing the research successfully. It would not be possible to
complete the research successfully without their assistance.

2PROJECT DISSERTATION
Abstract
The research is based on the usefulness of training and development in an organizational
relation. In order to narrow down the research study, the research has been conducted on the
Virgin Atlantic UK. This research has been conducted in a systematic manner for reaching at
best research result. The first section of the research has framed effective research objectives and
questionnaires for extracting authentic research information. On the other hand, the literature
review section has described the previous literature on the impact of training and development on
customer relation. Apart from that, the research methodology section of the research paper has
selected secondary method data collection for gathering authentic secondary information
regarding the research topic.
The data analysis section of the research has selected thematic data analysis method for analysis
the collected secondary data from the secondary sources. As per the analysis, Virgin Atlantic
uses traditional training and development methods instead of modern training and development
methods for enhancing the skills and knowledge level of the employees. However, such training
and development methods are incapable of making the employees competent enough to provide
satisfactory customer service. Furthermore, the conclusion and recommendation section has
suggested some modern training and development methods for the employees to provide value
added customer service.
Key Words: Training and Development, Employee Development, Customer Service, Customer
Relation, Value Added Service, Airline Customer Service

3PROJECT DISSERTATION
Table of Contents
Chapter 1: Introduction....................................................................................................................7
1.1 Introduction............................................................................................................................7
1.2 Background of Research........................................................................................................7
1.3 Problem Statement.................................................................................................................8
1.4 Significance of Research.......................................................................................................9
1.5 Rationale of Research............................................................................................................9
1.6 Aim of Research..................................................................................................................10
1.7 Research Objectives.............................................................................................................10
1.8 Research Questions..............................................................................................................11
1.9 Structure of Research...........................................................................................................11
Chapter 2: Literature Review.........................................................................................................13
2.1 Concept of Training and Development................................................................................13
2.2 Concept of Customer Relation.............................................................................................13
2.3 Approaches of Training and Development..........................................................................14
2.3.1 Reactive Approach........................................................................................................14
2.3.2 Proactive Approach......................................................................................................14
2.3.3 Active Learning Approach...........................................................................................15
2.4 Theories of Training and Development...............................................................................15
2.4.1 Cognitive Theory..........................................................................................................15

4PROJECT DISSERTATION
2.4.2 Constructive Theory of Learning..................................................................................16
2.4.3 Connectivism Learning Theory....................................................................................17
2.5 Customer Relationship Management Model.......................................................................18
2.5.1 The IDIC Model...........................................................................................................18
2.6 Impact of Training and Development on Customer Service and Customer Relation of
Virgin Atlantic...........................................................................................................................20
2.7 Issues Associated with Training and Development.............................................................22
2.8 Best Training Methods........................................................................................................22
2.8.1 On the Job Training......................................................................................................22
2.8.2 Conference Method......................................................................................................23
2.8.3 Apprenticeship Training...............................................................................................23
2.8.4 Vestibule Training........................................................................................................24
2.9 Conceptual Framework........................................................................................................24
2.10 Gap of Literature................................................................................................................25
Chapter 3: Research Methodology................................................................................................26
3.1 Research Philosophy............................................................................................................26
3.2 Research Approach..............................................................................................................26
3.3 Research Purpose.................................................................................................................27
3.4 Research Strategy................................................................................................................28
3.5 Data Collection....................................................................................................................28

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3.6 Source of Data.....................................................................................................................29
3.6 Data Analysis.......................................................................................................................29
3.7 Ethical Consideration...........................................................................................................29
Chapter 4: Finding and Data Analysis...........................................................................................30
4.1 Theme Analysis...................................................................................................................30
Chapter 5: Conclusion and Recommendation...............................................................................41
5.1 Conclusion...........................................................................................................................41
5.2 Linking with Objective........................................................................................................42
5.3 Recommendation.................................................................................................................43
5.3.1 Modern Training Methods............................................................................................43
5.3.2 High Efficient Trainer...................................................................................................43
5.3.3 Proper Post Training Assessment.................................................................................43
5.3.4 Consistent Training.......................................................................................................44
5.4 Limitation of Research........................................................................................................44
5.5 Future Scope of Research....................................................................................................44
Reference List................................................................................................................................45

6PROJECT DISSERTATION
List of Figures
Figure 1: Research Structure.........................................................................................................12
Figure 2: Cognitive Theory of Learning........................................................................................16
Figure 3: Constructive Learning Model........................................................................................17
Figure 4: Connectivism Learning Theory......................................................................................18
Figure 5: The IDIC Model.............................................................................................................19
Figure 6: Conceptual Framework..................................................................................................24
Figure 7: Percentage of Employees for Different types of Training.............................................30
Figure 8: Increased Business Cost per Year..................................................................................32
Figure 9: Percentage of Total Trainees and Actual Developed Employees..................................34
Figure 10: Passenger Load Factor in Virgin Atlantic....................................................................35
Figure 11: Customer Satisfaction Score Comparison in Aviation Industry..................................36
Figure 12: Passenger Transport Volume from 2000 to 2015........................................................38
Figure 13: Percentage of Repeated Customers of Virgin Atlantic Airways..................................39

7PROJECT DISSERTATION
Chapter 1: Introduction
1.1 Introduction
Customer relation has become an important paradigm for contemporary businesses
towards enhancing the level of customer satisfaction. It acts as the differentiating point for the
organizations towards turning the general customers into loyal customers (Choudhury and
Harrigan 2014). However, developing sound customer relation requires dedication and time on
the part of employees. The employees should have the ability to provide excellent customer
service that exceeds the expectation of the customers. In such extent, training and development
program presents with prime opportunity towards expanding the skills and knowledge base of
the employees to provide excellent customer service (Dhar 2015). The ultimate goal of training
and development is to upgrade the knowledge and skills of the employees on a continuous basis.
In this way, highly trained and developed employees become extremely capable of providing
satisfactory services as per their changing needs, which ultimately leads to positive customer
relation. This research paper will be dealing with the usefulness of training and development in
an organisational customer relation. Moreover, the study will choose Virgin Atlantic airline for
specifically conducting the research.
1.2 Background of Research
Over the decade, customer relation aspect has become most significant aspect of modern
business to achieve their organizational success. Great relationship and positive understanding
with the customers leads to high level of customer satisfaction. As per recent study, the
customers do not churn because of high prices, but they churn because of poor customer service
and customer relation (Chathoth et al. 2016). Hence, warm customer relation is the prime aspect