To Investigate the impact of Customer Satisfaction over Virgin Atlantic Performance
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This research aims to investigate the impact of customer satisfaction on the performance of Virgin Atlantic. It explores the importance of customer satisfaction in the airline industry and its effects on business performance.
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Research Project ("To Investigate the impact of Customer Satisfaction over Virgin Atlantic Performance”)
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ABSTRACT ThisreportisbasedontheimpactofcustomersatisfactionoverVirginAtlantic Performance. This is a main aim of this dissertation and in order to achieve this aim different number of activities have been followed by researcher. Introduction is a first activity and in order to performed this activities various sub tasks have been applied which are research aim, research objectives, rationale of the study and so on. These activities supported the researcher in completion of research proposal. Review of literature is another part of dissertation as it is performed by researcher by applying different number of secondary sources such as books, magazines, articles, journals, publication research and many other relevant sources. Under this section, authors have to given their view point which supported investigator in collection of in- depth and detailed information regarding the effective of customer satisfaction over business performance of Virgin Atlantic. Within a dissertation, research methodology refers to the third activity which was completed by investigator by using primary and secondary methods of data collection.Questionnairehavebeenusedforgatheringprimaryinformationwhereasfor collection secondary data books, magazines etc. sources will be applied. Results introduces as a part of data analysis which have been done by researcher by using an analytical tool. Content analysis was used as an analytical method and it helped researcher in creation of different themes on each questions in questionnaire. Discussion have been discussed on the basis of primary and secondary source of data collection. With the helped of questionnaire, discussion of primary data have been done. On the other hand, with the used of literature review, discussion of secondary data have been completed by researcher. Conclusion is a last part of dissertation that is completed by researcher by achieving research aim and objectives.
Table of Contents TITLE.............................................................................................................................................1 CHAPTER 1: INTRODUCTION...................................................................................................1 Overview of the research...........................................................................................................1 Background of the Virgin Atlantic.............................................................................................1 Problem statement of research...................................................................................................2 Research aim...............................................................................................................................2 Research objectives....................................................................................................................2 Research Questions....................................................................................................................2 Rationale and significance of research.......................................................................................3 Route map of research................................................................................................................3 LITERATURE REVIEW...............................................................................................................5 Measure the impact of Customer satisfaction for Virgin Atlantic easy performance.................5 The benefits of customer satisfaction with Virgin Atlantic Air assess.......................................7 The effects of Virgin Atlantic Air on customer satisfaction......................................................9 RESEARCH METHODOLOGY..................................................................................................11 Setting:......................................................................................................................................11 Research setting........................................................................................................................11 Justification of selecting Quantitative setting..........................................................................12 Ethical issues in research..........................................................................................................12 Participants................................................................................................................................12 How many?...............................................................................................................................13 How were they selected?...........................................................................................................13 What were their characteristics?...............................................................................................13 How were refusals/non-returns handled?..................................................................................14 Materials....................................................................................................................................14 Data Collection..........................................................................................................................14 Reason or purpose of using questionnaire................................................................................14 Data Analysis..........................................................................................................................15 Procedures.................................................................................................................................15
Characteristics of the questioner...............................................................................................15 Validity and reliability of data.................................................................................................16 RESULTS.....................................................................................................................................19 Discussion.....................................................................................................................................30 Reflection......................................................................................................................................37 REFERENCES.............................................................................................................................38
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TITLE "To Investigate the impact of Customer Satisfaction over Virgin Atlantic Performance” CHAPTER 1: INTRODUCTION Overview of the research Customer satisfaction introduces as a metric which is followed to quantify or measure the degree to which a customer is more happy with a service, product or experience. In addition, customer satisfaction introduces as a main part of customer's experience that exposes behaviour of suppliers on customer's expectation (Hussain, Al Nasser and Hussain, 2015). Along with this, it is an effective term that frequently applied within marketing. It is a quantify of how services and products supplied by an organisation to meet or surpass with expectation level of customer. It is necessarily needed for an enterprise to interact and communicate with their potential and targetedcustomersonadailybasistoincreasesatisfactionamongcustomers.Customer satisfaction is important for each organisation to accomplish competitive advantages easily. Increased customer loyalty, higher amount of average purchases, increased word-of-mouth, lower potential expenditure is required, more stable sales revenue, reduced price sensitivity etc. areconsidermajorbenefitsforanyorganisationwhohavesatisfiedcustomersintheir organisation. Background of theVirgin Atlantic Virgin Atlantic is a trading name of Virgin Atlantic International Limited and Virgin Atlantic Airways Limited. It is a British Airline company that provides air transport services for travelling passenger as well as freight also. It was founded in 1984 by Richard Branson and headquartered in Crawley, England, UK. Virgin Atlantic is owned or closely-held by the Virgin Group (20%), Delta Air Lines (49%) and Air France-KLM (31%) (Virgin Atlantic Airways, 2019).In order to increase satisfaction among customers, Virgin Atlantic have to provide different benefits to the customers. They provide various facilities to the customers such as offering the lowest fare available, delivering baggage on time, provide prompt refunds where due, notifying customers of known delays, cancellations and diversions etc. These are main facilities provided by Virgin Atlantic to increase satisfaction level among customers. As it will be beneficial for company in development of its growth and success at marketplace as well as in the customers mind. 1
Problem statement of research One of the main part of this dissertation is customer problem. Changes in customers needs and wants is a biggest issue faced by company. As this issue negatively impact over business performance and success of airline industry.In case of Virgin Atlantic, it is low cost airline that work for attracting large number of customers easily. Along with this, company faced a issue which is mainly related with the customers. Company cannot give high quality service to their customers because of they have constraints resources. Along with this, holidaymakers travelling with Virgin Atlantic could face dissatisfaction or disappointment this Christmas as pilots are presently discussing whether they will go on strike. In this, Virgin flyer are thought to be not happy with their expenses and advantages after claiming they have been slashed by the airline (Virgin Atlantic strikes: Pilot action could cause travel chaos for holidaymakers this Christmas, 2019). Along with this,resentment of customers is a biggest issue faced by Virgin Atlantic's.Resentment introduces to a multilayered and complex emotion that has been explained as a mixture of fear, anger and disappointment.Therefore unhappy pilots not able to treat customers more happy. As it create disappointment and dissatisfaction among customers. Research aim The main aim of this project is to identify the causes of Virgin Atlantic's resentment of customers and to seek suggestions and solutions to this problem. For this purpose, researchers must identify needs that help customer satisfaction. Research objectives Looking for business units or services that cause customer satisfaction? Identify problems for customers using business services. Identify factors that cause customer dissatisfaction. Looking for measures to meet customer needs. Take action to meet customer needs Provide effective results and suggestions on this problem. Research Questions HowtomeasuretheimpactofCustomersatisfactionforVirginAtlanticeasy performance? How to measure the benefits of customer satisfaction with Virgin Atlantic Air? 2
How to assess the effects of Virgin Atlantic Air on customer satisfaction? Rationale and significance of research Main reason behind selecting this topic or research is to identifying importance of customer satisfaction within airline industry. This research is essential in personal as well as educational level (Jiang and Zhang, 2016). Under educational level, this study support students by providing accurate knowledge about the impact of customer satisfaction on performance of airline industry. In personal manner, this study helps researcher by increasing their research skills which are literature review, data analysis and data interpretation. These skills or knowledge helps researcher to do each activities or tasks of investigation in systematic manner. Route map of research This introduces as an effective part of research which helps reader by providing accurate knowledge about each chapters for completing dissertation systematically. There are different route map for completing activities of dissertation systematically. These will be determined as below: Chapter 1: Introduction:This chapter helps reader by providing proper information about the research aim, objective and questions. This chapter will also support reader by giving them information regarding the background of company which is chosen for this project. Chapter 2: Literature review:This is next chapter of dissertation which helps reader by providingthemin-depthanddetailedinformationregardingtheimportanceofcustomer satisfaction within airline industry. In this chapter, each questions of dissertation will be addressed in systematic and detailed way (Koklic, Kukar-Kinney and Vegelj, 2017). Chapter 3: Research methodology:This is a third chapter of dissertation which will be essential for reader by providing accurate data about the research methods. In this section, different methods will be included which are primary and secondary sources of data collection, qualitative and quantitative research, research philosophy etc. These are consider as a part of research onion framework which support researcher to collect accurate information regarding the project. Chapter 4: Results:This is another part of research which supports researcher to collect appropriate and proper information regarding the significance of customer satisfaction in airline industry. In this part, questionnaire will be prepared which support reader to analyse opinion of respondents about the current investigation. 3
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Chapter 5: Discussion and conclusion:It is a last section of research project in which discussion will be made by using questionnaire. It will helps reader to complete dissertation activities in systematic and effective manner. In conclusion, each questions of research will be addressed to accomplish research objectives within given time duration. Along with this, recommendation will be developed to overcoming issues of research (Wongleedee, 2017). Chapter 6: Reflection:It is another activity which helps reader by providing accurate information about the journey of researcher. In this, an individual express their opinion while they conduct research. They also provide importance of this research in their personal manner. Along with this, they also discussed issues that they will be faced while doing and collecting of research information. 4
LITERATURE REVIEW Literature review refers to an effective and systematic process which is used for gathering information about the topic in detailed manner. A review of literature discusses published data in a specific field of study. Sometimes, information or data in a specific field of study gathered within a certain period of time. Literature review is an important section of dissertation as it help researcher in gathering of valid and reliable data about the current study. This part of the dissertation is more important and essential for researcher because with the help of this, they can easily addressed each objectives and questions of research in accurate manner. Along with this, in this part of the dissertation various number of authors have to provide their opinion about the selected topic or objectives or questions. In addition to this, for collecting information about the topic, different sources will be opt by researcher. It includes publication research, scholarly paper, published articles, magazines, books and journals (Drosos and et. al., 2017). These are more useful sources for gathering information about the topic within literature review. As these sources assist investigator by providing in-depth and detailed information. There are different purpose and aim of literature review which support researcher in identification of appropriate data regarding the current investigation. One of the main purpose of literature review is to gain an in-depth understanding or knowledge of the present study and debates relevant to a specific area of study. Conducting a literature review support investigator to build their knowledge in this field of study. Measure the impact of Customer satisfaction for Virgin Atlantic easy performance Customer satisfaction According to the Fripp, (2019), Customer satisfaction introduces as a perception of consumers of how well an enterprise has delivered on their communicated value proposition. In addition to this, customer satisfaction refers as the measure ho how the responses and needs are collaborated as well as delivered to excel customer expectation. It is an effective part of customer's experience that mainly expose a behaviour of suppliers on expectation level of customers. It is an abstract concept and consist of different factors such as product and service quality, price of the product or service, and atmosphere of the place where the goods and services are utilised. Along with this, it is a term that used to explain a scenario when an exchange meets the expectations and requirements of its consumers. Customer satisfaction captures the supply of 5
services or products that satisfy expectation level of customers in terms of product and service quality. As a business term, customer satisfaction can also be applied to measure how the provision of services or products surpasses customer expectations. Customer satisfaction in Airline industry According to theSefanov,(2018), in Airline Industry, customer satisfaction is more important and essentialpart of business success and performance. Customer service and commitment of company to their passengers has been the diving force behind their brand. In order to satisfy customer needs and wants different ways would be used by an organisation. It includes, offering the lowest fare available, delivering baggage on time, notifying customers of known delays, diversions and cancellations, provide prompt refunds where due, assisting and enabling customers with special needs, handling flight oversale and so on. All these are main measures of customers satisfaction which will be beneficial for airline industry by improving its performance and growth at marketplace as well as in customer's mind. There are different ways of measuring customer satisfaction such as survey customers, understand expectations, pinpoint specifics, loyalty measurement, find out where company are failing, a series of attributes satisfaction measurement etc. These are consider more effective and essential ways which will be beneficial for an organisation in improvement of its performance. Therefore, satisfied customer is more essential part for the growth and success of airline industry (Nedunchezhian and Thirunavukkarasu, 2018). Along with this, there are various importance and significance of satisfied customersfor Virgin Atlantic. Leading indicator of consumer repurchase intention and loyalty, point of differentiation, reduce customer churn, increase customer lifetime value, reduce negative word of mouth, cheaper to retain customer than acquire new ones etc. are consider main benefits of satisfied customers within an organisation. Customers expectation in Virgin Atlantic As per the view presented by Hussain, (2019), Virgin Atlantic have to provide their services to the upper class, premium class and economy class people. Along with this, Virgin Atlantic has its fair share of devoted clients that won't to flay any other airline when possible. Virgin Atlantic deployed LP Chat in order to address 2 main objectives which are: to enable travellers to have their questions answered in actual-time online, enhance online ticket sales conversion rates as well as catch website travellers who were dropping off before ending the booking procedures. Not only did Virgin Atlantic assist booking conversions as well as enhance 6
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customer satisfaction level, they decreased costs. By turning client query away from electronic mail and leading them to chat, Virgin Atlantic importantly reduced resolution times and decreased the cost per interaction when compared to phone and email channels. Customer expectation from Virgin Atlanticis to get effective and healthy services.There are some amenities needs by upper, premium and middle class customers which are determined as below: Economy Light & Economy Classic Entertainment on personal screen such as movies, games, and music. Kids entertainment packSnacks and drinks including beer, wine, hot drinks, and spirits Premium classic USB socket Premium amenity kit on night flightsWelcome drink considering Champagne and a newspaper Upper Class Large leather seats that convert to lie-flat beds Light bites as well as snacks also available to order or pick-up from the bar Duvet and pillow The benefits of customer satisfaction with Virgin Atlantic Air assess As per the view point ofAgnihotri and et. al., (2016),Out any business successfully it is crucial that whatever product orservice is being created has the capacity of fulfilling the expectationsof the market in which business is serving. Author put emphasis on thefact that once the user is satisfied with the deliverables it would raise the customer loyalty and hence they will be permanent user of the brand. There is huge competition in the market and to establish ten competitive advantage this is needed that the customers are happy with being delivered to them it becomes easy for the Virgin Atlantic to establish their own price. It is because a satisfied client will not negotiate much with the organisation and continue using its serviceseven if the cost is raised to a little extent. Also a happy customer further does the mouth publicity of the brand and this way the chosenorganisation will be benefited by addition of new clients. People who feel pleasure in using the offered services also facilitates the brand with genuine feedbacks. As they are the ultimate user of whatever beingprovided to them they tell it more accurately that what changes are required. It will help Virgin Atlantic in making the favourable changes 7
According to thePopovič and et. al., (2018), supported the concept of satisfied customer and had a view that it is favourable for the development of company in long run. He says that it leads to repetitive buying by the user which has positive effect on the future sales of enterprise. Another way how the airline will have thebenefit from the satisfied user is that it will give a positive impacton employees which are working with company. They will have to deal with less complaints and can work in a happy environment. it furthermotivates to maintain their quality as this will reflect on their ownfuture professional prospects. When the clients are not happy with theservices it affects the overall revenue and hence then pressure iscreated on marketing and other departments. In order to meet customer needs different ways and advantages must be provided by Virgin Atlanticto its customers (Customer service plan, 2019). Ensuring responsiveness to customercomplaints,Minimisinginconvenienceresultingfromflightcancellations/ misconnections, Notifying customers in a timely manner of changes to travel itineraries, Disclosing cancellation policies and other information,Meeting customers essential needs during lengthy tarmac delays, assisting and enabling customers with special needs,Allowing reservations to be held or cancelled without penalty for 24 hours, Delivering baggage on time and many more. These are consider biggest actions that must be taken by Virgin Atlanticwith purpose to satisfy customers needs and wants. According to theAbuzid and Abbas, (2017),Airline industry is extremely competitive and clients are most essential factor of the travelling process. Customer satisfaction is important and significant strategies for the growth of airline industry. Complains from the customers side serve as a critical part of service quality which lead to increase satisfaction among customers. CustomercomplaintsprovidesaneffectiveopportunitytoVirginAtlanticimprovetheir mistakes, manipulate customer's future and retain dissatisfied customers for long time. Therefore, better customer satisfaction is beneficial for the growth and development of Virgin Atlantic within airline industry. There are different advantages gained by company through customer satisfaction such as reduces customer churn, increase customer lifetime value, reduce negative word of mouth, improve brand loyalty, enhance market image etc. These are main advantages of satisfied customers and support an organisation in accomplishment of competitive advantages easily. 8
The effects of Virgin Atlantic Air on customer satisfaction As per the view presented byGarga and Bambale, (2016),Virgin Atlantic Air is British airline and having its head office in Crawley, England. It is an international organisation and founded in year 1984. The fleet size of this organisation is 45 and the total number of destinations covered are 30. This organisation has three main operating bases includes Gatwick, Heathrow and Manchester airport. They not only indulge in the exerciseof carrying passengers but also contributes in Cargo and Mail services. The three different class are present in this includes economy, premium and upper class. They provide their services in accordance to the requirements of customers. This is seventh largest airline of UK that havelarge market share along with number of passengers. Customer satisfaction is the aspect which has direct relation with the services of an organisation. Higher amount of satisfaction depicts that good services of an organisation and vice versa. There are lot more factors upon which this depends and help the organisation to build good reputation in the market. The positive and negative attitude of an organisation towards these factors have impact over customer behaviour respectively. Some of these factors along with contribution of Virgin Atlantic Air towards the same is determined from the description provided below: Operating places:The place of operation is must and have significant impact over the behaviour of customers along with their satisfaction. Virgin Atlantic Air operates from the main three bases that are accessed by the large number of customers. These are named asGatwick, Heathrow and Manchester airport. This aspect has huge contribution behind the formulation of positive behaviour among the customers of Virgin Atlantic Air. The reason behind this that majorly all the customers easily able to access the services (Um, 2017). Differentiationofservices:Thediversifiedservicesoftheorganisationhashuge contribution behind formulation of customer behaviour. Each and every person has their own choice regarding the selection of services. So, presence of diversified services provides an opportunity regrading the selection of option in accordance to their own choice. In case of Virgin Atlantic Air, this organisation provides three different kind of services such as economy, premium and upper class. This would be the reason that organisation is able to target the large number of customer groups along with the satisfaction of their demands. Fulfilment of the different needs of the each kind of customers help to sustain in market along with the attainment of competitive advantage. 9
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In the views of Eugene Sefanov, (2018), in current fast paced business world, the term customer satisfaction plays a vital role in enhancing the organisation overall productivity and profitability rationamong competitors. In aspect of airline industry, the need and demand of customers varies as per the market trends and modification that directly impact over consumer buying behaviour and organisation reputation in current marketplace. In relation to Virgin Atlantic Air, they make an initiative in determining the existing or upcoming market competition and according to that they implement best strategic decision that help them to enhance their sales performance. Moreover, adoption of internet marketing help airline sector to reach wide range of population towards the brand and also lead them to place their brand in a an aggressive or competent position(Customer Satisfaction in the Airline Industry, 2018). In addition to this, another strategy which help organisation to retain its customer satisfaction in an improved level is that make use of social media platforms. Due to such initiation, it empower company to enlarge its market share or size and also to capture the attention of large number of population towards the brand. Moreover, Virgin Atlantic can also facilitate its consumers to share their experiences, views so that firm can make best decision in order toimprove the shortcomings. With the help of such action, consumer will be highly empowered or satisfaction as it help them to be loyal with the brand for longer time duration. Furthermore, maintaining better and best quality of service as well as adoption of innovative technologies help Virgin Airline to acquire targeted consumers long lasting relationship towards brand. In addition to this, organisation provides online booking facilities to its consumers that motive them to stay with brand for longer time duration in a loyal manner (Birim, Anitsal, and Anitsal, 2016). Quality services within airline industry plays a significant role in increasing satisfaction level among customers. Therefore, providing better quality in business services is also leads to customers by fulfilling their need and wants which outputs in attracting large number of customers and maximise the profitability of business. Along with this, there are certain factors that have direct impact on satisfaction level of customers in airline industry including flight attendants, tangible features, food services, online services, ground staff and many other. These factors played an important role in increment of customer satisfaction and achievement of better growth and success at marketplace. 10
RESEARCH METHODOLOGY This is important part of research as it assist researcher in collection and analysation of accurate information about the specific field of study. It introduces to that section of a research which contains a data about number of different techniques and tools which are mainly applied within a study in order to collect, evaluate and also interpret the data effectively. In addition to this, it also support researcher by directing regrading the manner in which data must be collected, evaluated andinterpreted so that findings of research can be presented effectively towards attainment of research objectives (Flick, 2015). There are some research methods that will be applying in order to collect data towards the assist of research topic i.e “the impact of Customer Satisfaction over Virgin Atlantic Performance”These are mentioned below: Setting: Setting mainly related with the types of research. There are two types of research setting such as qualitative and quantitative. These setting helps in gathering of data from different sources such as questionnaire, books, journals etc. Entire research is based on qualitative setting or quantitative setting. This dissertation is based on quantitative setting method. Research setting This can be observed as the cultural, social and physical site in which an investigator conducts the research. There are mainly two types of research setting i.e. qualitative and quantitative. Qualitative research setting is an effective method of inquiry as it develops accurate understanding on social science and human in order to examine the way in which people think and feel. On the other hand, quantitative is another type of setting which is opt to create hard facts and numerical information, by employing logical, mathematical and statistical techniques. Within an investigation, quantitative research setting will be used because it provide information in form of quantity (Gioia, Corley and Hamilton, 2013). Quantitative method of research setting is used for collecting information in numerical ways. Questionnaire is consider one of the main and useful method of primary data collection. It is used by investigator for gathering quantitative information easily. Justification of selecting Quantitative setting Quantitative setting is useful according to the given topic because this topic need information is numbers. For collecting information or data in form of numbers, questionnaire is 11
more suitable method. There are different advantages of quantitative research method such as it collect a larger amount of information, easier to generalise data, quicker to formulate for the questioner and straight to the point of questions. Along with this, these are main reasons for selecting quantitative setting. It will also support researcher by providing valid and reliable data regarding theimpact of Customer Satisfaction over Virgin Atlantic Performance (Green, Camilli and Elmore, 2012). Ethical issues in research There are different ethical issues within an investigation. It includes objectivity, honesty and integrity, carefulness, openness, confidentiality, respect for intellectual property, responsible publication, legality etc. These are major ethical issues that have direct or negative impact over investigator while completion of study in systematic and effective manner. In order to overcome ethical issues researcher must do each tasks or activity of investigation in ethical manner. Research ethics are more important and essential because these promote the research aims, such as expanding knowledge (Kumar, 2019). There are many other importances of research ethics which are shown as below: They assist essential moral and social values, such as the value of doing no harm to others. Research ethics help the values needed for collaborative work, like fairness and mutual respect. This is important because scientific study is relay on collaboration between investigators and groups. They means that investigators can be held responsible for their actions. Different number of investigators are helped by public money and rules on conflict of misconduct, interest andinvolvinghumansareessentialtoensurethatamountofcapitalisspend appropriately. Participants This is an individual who participates in research by being the target of simple random sampling by researcher. Selection of participants in research introduces as a first stageof sampling process that clearly define target population. Along with this, population is mainly related with the number of people or group of people living in a specific country or in particular organisation. Within an investigation, research participants play an important role by giving 12
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answer of research questions. Without this process of sampling, researcher can not collect reliable and valid data from participant (Mackenzie, Tan, Hoverman and Baldwin, 2012). How many? 20 Managers ofVirgin Atlantic will be selected by using probability sampling. Managers of company are consider main participants within an investigation. Different questions related to the impactof Customer Satisfactionover Virgin Atlantic Performance will be asked by researcher from the managers. As in this manager have to provide their opinion and view regarding the selected topic (Mackey and Gass, 2015). How were they selected? Therearetwomethodsofselectingsamplesizewhichareprobabilityandnon- probability. Probability sampling is a type of sampling in which every member of population has a chance of being chosen in the sample. This method uses random sampling techniques in order to create a sample. On the other hand, non-probability is another technique of sampling which is use non-random processeslike convenience sampling. In order to select sample size for this dissertation, simple random sampling as a technique of probability sampling will be used by researcher. There are various reasons for selecting simple random sampling including costs less money, effective possibility that the sample represents the entire population, concluded in less time period, involves lesser level of judgement and many other. These are consider main advantages or benefits of using simple random sampling.Main reason behind not using non- probability sampling is there is more difficulties in estimating sampling variability and examine possible bias. Therefore, as compare to non-probability sampling, probability sampling is more useful and helps researcher in selection of sample size on random basis. By using this technique of sampling 20 Managers ofVirgin Atlantic will be recruited on random basis (.McCusker and Gunaydin, 2015). What were their characteristics? Managers ofVirgin Atlantic are main respondents of this dissertation. There are different characteristics that have by managers as a part of respondents within an investigation. They have proper knowledge and idearegarding theimpact of customer satisfaction over Virgin Atlantic Performance. Along with this, there are certain characteristic that needed to have by managers of Virgin Atlantic such as strong communication skill, result oriented, Being Positive, Enthusiastic 13
and Cultivating etc. These characteristics help researcher while collection of proper information about the customer satisfaction and its impact over performance of their organisation. How were refusals/non-returns handled? This is a role of researcher to handle issue of improper and unethical behaviour of managers while collection of information about the study. 20 managers will be selected in this some managers not replay in proper manner which decrease confidence level of researcher. In order to handle this issue, researcher followed each activities in ethical manner and not asked any questions that harms on respondents (Miller and et. al., 2012). Materials Materials mainly related with the data collection tools which is used by researcher for gathering reliable information regarding the topic. Under this section of research, different materials will be included such as questionnaire, observation schedule, interviews etc. These are effective materials bur according to this dissertation questionnaire will be used (Quinlan and et. al., 2019). Data Collection There are different materials or data collection tools such as scales, tests, observation schedules, interview, questionnaire etc. All these are introduces main material of data collection which helps investigator in gathering of information from the participants.For collecting informationabouttheimpactofcustomersatisfactiononVirginAtlanticPerformance, questionnaire will be applied. It is an effective material of primary data collection which is beneficial for investigator to gather valid data about the topic (Riedl, Davis and Hevner, 2014). Reason or purpose of using questionnaire Questionnaire is a main material and data collection tool which will be used by researcher forgatheringreliableinformationabouttheimpactofcustomersatisfactiononbusiness performance.There are various purpose or reasons for using questionnaire as a material or instrument such as practical, inexpensive, provide a quick way to acquire results, scalability, Comparability, offer actionable data, respondent anonymity, don’t have time constraints,cover every aspect of a topic, easy analysis and visualization and so on. These are also consider main advantages of questionnaire. As these will support investigator by providing reliable and authenticate information regarding the impact of customer satisfaction over performance of 14
Virgin Atlantic. Along with this, questionnaire also support researcher when they need data in quantitative form (Scotland, 2012). Data Analysis This is another important section of research method as it support researcher to analysis resulted data in systematic manner. There are different methods of analysing quantitative data such as cross-tabulation, trend analysis, content analysis, MaxDiff analysis, conjoint analysis, gap analysis, text analysis and so on. All these are main methods of quantitative data analysis but according to the current investigation content analysis method of data analysis will be going to use.This is an effective and useful method of data analysis which will be more beneficial for researcher to analysis information easily. Along with this, quantitative content analysis utilise a different variety of methods and tools to study media or organisational content. Under this method of data analysis, different number of themes will be created by researcher which further assist in analysation of quantitative data (Silverman, 2016). Procedures This includes different activities that are needed by researcher for achieving research aim and objectives. This procedures include identification and development of topic, formulation of literature review, development of research methodology, collection and analysation of data etc. These are main steps in research procedures. Characteristics of the questioner Questioner characteristics introduce to the individual attributes of the questioner who is organising a market survey or questionnaire with a respondent. These attributes or qualities may cover physical characteristics, such as voice qualities, age, gender and behavioural or attitudinal attributes. This attributes includes friendliness or confidence which helps questioner in collecting ofproperinformationregardingthecurrenttopic.Inadditiontothis,therearesome characteristics that need to have by questioner such as honesty, intelligence, enough knowledge, good in written and oral communication, curiosity and initiative, and so on. Therefore these are main characteristics that must be have by questioner and it helps them in collecting and analysing of reliable information (Tuohy and et. al., 2013). 15
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Validity and reliability of data Questionnaire is a main part of research procedures as it help researcher in collection of valid and reliable data (Walliman, 2017).This is an effective instrument of primary data collectionwhich support researcherto gatherinformationabout theimpactof Customer Satisfaction over business performance in reliable and valid manner. Instructions given to participants:There are some instructions that were given to the participants such as 20 Managers ofVirgin Atlantic. One of the main instruction given to the participants is how to complete the experimental task. There are some other instructions such as to provide information in accurate manner, use proper communication, consider time importance and many other. As these instructions help researcher in completion of research in ethical manner. Numbers of questionnaire:12 Questions will be prepare for collecting and analysing information regarding the significance of customer satisfaction over business performance. These questions will be asked from managers ofVirgin Atlantic (Pekovic and Rolland, 2016). These questions will help researcher in collection and analysation of appropriate data and also opinion of managers about the effectiveness of customer satisfaction. Questionnaire Q1) Are you looking for business services that cause customer satisfaction? a) Yes b) No Q2) What is the mainproblem for customers using business services? a) Lost Baggage b) Uncomfortable Seats c) Booking Terms & Conditions d) Hidden Charges e) Resentment of customers Q3) According to you, resentment of customer is major issue within Virgin Atlantic? a) Yes b) No Q4) What are the role ofVirgin Atlanticin enhancing the customer satisfaction? a)Digital Improvements 16
b) New Max Aircraft c) Low Fares Q5) What are the ways by whichVirgin Atlanticcan enhance satisfaction among customers? a) Effective offers b) On time flights c) Hiring of skilled staff Q6) What are theactions will be require to take to meet customer needs? a) Ensuring responsiveness to customer complaints b) Delivering baggage on time c) Assisting and enabling customers with special needs d) Other Q7) In which manner, Customer satisfaction impacted on performance of Virgin Atlantic? a) Positive b) Negative c) Neutral Q8) How do you provide customer satisfaction? a) Develop customer service communities b) Study Complaints and Compliments. c) Offer Proactive Customer Service Q9) What is the main factor that influence customer satisfaction within airline industry? a) Accessibility b) Language c) Convenience Q10) What are thebenefits of customer satisfaction with Virgin Atlantic Air? a) Increment in sales b) Improvement in market image c) Larger customer base Q11) Does customer satisfaction important for the growth and success ofVirgin Atlantic? a) Yes b) No Q12)Recommend different ways toVirgin Atlanticin reducing ofresentment of customer issue 17
within aviation industry. When was research Carried out:This research is carried out in United Kingdom.Virgin Atlantic is a British Airline company and headquartered in different locations such as Crawley, England, UK etc. This is not possible to carry out research in all location so that researcher can do this investigation in United Kingdom because in this place company have different managers and employees (Psomas and Jaca, 2016). 18
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RESULTS This is another part of dissertation which is important for researcher as it help them to get valid results easily. Within this section of dissertation, researcher become more able to prepare questionnaire table and split all table into each section. With the help of each table graph will be prepared which turn to support researcher by providing information regarding the significance of customer satisfaction on business performance in graphical manner (Kim, 2016). Frequency Table Q1) Are you looking for business services that cause customer satisfaction?Frequency a) Yes15 b) No5 Q2) What is the mainproblem for customers using business services?Frequency a) Lost Baggage5 b) Uncomfortable Seats4 c) Booking Terms & Conditions1 d) Hidden Charges3 e) Resentment of customers7 Q3) According to you, resentment of customer is major issue within Virgin Atlantic? Frequency a) Yes16 b) No4 Q4) What are the role ofVirgin Atlanticin enhancing the customer satisfaction?Frequency a)Digital Improvements7 b) New Max Aircraft8 c) Low Fares5 Q5) What are the ways by whichVirgin Atlanticcan enhance satisfaction among customers? Frequency 19
a) Effective offers8 b) On time flights5 c) Hiring of skilled staff7 Q6) What are theactions will be require to take to meet customer needs?Frequency a) Ensuring responsiveness to customer complaints6 b) Delivering baggage on time8 c) Assisting and enabling customers with special needs5 d) Other1 Q7) In which manner, Customer satisfaction impacted on performance of Virgin Atlantic? Frequency a) Positive12 b) Negative2 c) Neutral6 Q8) How do you provide customer satisfaction?Frequency a) Develop customer service communities7 b) Study Complaints and Compliments.8 c) Offer Proactive Customer Service5 Q9) What is the main factor that influence customer satisfaction within airline industry? Frequency a) Accessibility7 b) Language8 c) Convenience5 Q10) What are thebenefits of customer satisfaction with Virgin Atlantic Air?Frequency a) Increment in sales7 b) Improvement in market image5 20
c) Larger customer base8 Q11) Does customer satisfaction important for the growth and success ofVirgin Atlantic? Frequency a) Yes16 b) No4 Q1) Are you looking for business services that cause customer satisfaction?Frequency a) Yes15 b) No5 a) Yesb) No 0 2 4 6 8 10 12 14 1615 5 Frequency Q2) What is the mainproblem for customers using business services?Frequency a) Lost Baggage5 b) Uncomfortable Seats4 21
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c) Booking Terms & Conditions1 d) Hidden Charges3 e) Resentment of customers7 a) Lost Baggage c) Booking Terms & Conditions e) Resentment of customers 0 1 2 3 4 5 6 7 5 4 1 3 7 Frequency Q3) According to you, resentment of customer is major issue within Virgin Atlantic? Frequency a) Yes16 b) No4 22
a) Yesb) No 0 2 4 6 8 10 12 14 16 16 4 Frequency Q4) What are the role ofVirgin Atlanticin enhancing the customer satisfaction?Frequency a)Digital Improvements7 b) New Max Aircraft8 c) Low Fares5 23
a) Digital Improvements b) New Max Aircraft c) Low Fares 0 1 2 3 4 5 6 7 87 8 5 Frequency Q5) What are the ways by whichVirgin Atlanticcan enhance satisfaction among customers? Frequency a) Effective offers8 b) On time flights5 c) Hiring of skilled staff7 24
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a) Effective offers b) On time flights c) Hiring of skilled staff 0 1 2 3 4 5 6 7 8 8 5 7 Frequency Q6) What are theactions will be require to take to meet customer needs?Frequency a) Ensuring responsiveness to customer complaints6 b) Delivering baggage on time8 c) Assisting and enabling customers with special needs5 d) Other1 25
a) Ensuring responsiveness to customer complaints c) Assisting and enabling customers with special needs 0 1 2 3 4 5 6 7 8 6 8 5 1 Frequency Q7) In which manner, Customer satisfaction impacted on performance of Virgin Atlantic? Frequency a) Positive12 b) Negative2 c) Neutral6 26
a) Positiveb) Negativec) Neutral 0 2 4 6 8 10 12 12 2 6 Frequency Q8) How do you provide customer satisfaction?Frequency a) Develop customer service communities7 b) Study Complaints and Compliments.8 c) Offer Proactive Customer Service5 27
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a) Develop customer service communities c) Offer Proactive Customer Service 0 1 2 3 4 5 6 7 87 8 5 Frequency Q9) What is the main factor that influence customer satisfaction within airline industry? Frequency a) Accessibility7 b) Language8 c) Convenience5 28
a) Accessibilityb) Languagec) Convenience 0 1 2 3 4 5 6 7 87 8 5 Frequency Q10) What are thebenefits of customer satisfaction with Virgin Atlantic Air?Frequency a) Increment in sales7 b) Improvement in market image5 c) Larger customer base8 29
a) Increment in sales b) Improvement in market image c) Larger customer base 0 1 2 3 4 5 6 7 87 5 8 Frequency Q11) Does customer satisfaction important for the growth and success ofVirgin Atlantic? Frequency a) Yes16 b) No4 30
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a) Yesb) No 0 2 4 6 8 10 12 14 16 16 4 Frequency Discussion This is another part of dissertation which have been done on the basis of primary and secondary sources of data collection. Questionnaire is a primary source of data collection which helps researcher to discuses primary data in systematic manner. On the other hand, literature reviewhelpsinvestigatorto discusessecondaryinformationeffectively.Alongwiththis, discussion on the basis of secondary and primary source helps researcher to accomplish research aim and objectives easily. Discussion on the basis of primary method of data collection e.g. Questionnaire Theme1:Lookingforbusinessservicesthatcausecustomersatisfaction Interpretation:From the above given table, it has been determined view point of managers about thebusiness services that cause customer satisfaction. 15 out of 20 managers have idea as services provided by Virgin Atlantic is more effective as it help in increasing satisfaction level among customers. Remaining 5 respondents have opinion as service of Virgin Atlantic is not much effective in context of customer satisfaction. There are some issues that were faced by customers such as uncomfortable seats, lost baggage, Resentment of customers and many others. Therefore, majority of managers have looking for services of Virgin Atlantic 31
that cause customer satisfaction. This will help an organisation in development of its success and growth at marketplace and the customer's mind also. Theme 2: Problem for customers using business services Interpretation:According to the above mentioned information, it has been determined main problem for customers using business services of Virgin Atlantic. There are different issues faced by customers by getting services from the Virgin Atlantic. It includes lost baggage, Resentment of customers, hidden charges, uncomfortable seats, Booking Terms & Conditions and so on. These are main issues that directly impacted on customer's perception and opinion towards services provided by Virgin Atlantic.Majority of managers said as resentment of customer is one of the major issue faced by customer. Holidaymakers travelling with Virgin Atlantic could face disappointment or dissatisfaction this Christmas as pilots are presently discussing whether they will go on strike. This issue also have negative impact over business and profitability of company. Theme 3: Resentment of customer is major issue Interpretation:This graph or table has been interpreted opinion of business manager about resentment of customer is major issue or not within Virgin Atlantic. Majority of managers are said yes as Virgin pilots are thought to be not happy with their expenses as well as advantages get after claiming they have been slashed by the airline. During this time period, staff members of the company gone strike and not fulfil customers requirement in proper manner. As it create dissatisfaction and disappointment among customers which turn to decrease sales and profitability of company. Along with this, some respondents said no as it is not a biggest issue in Virgin Atlantic, there are some another issues such as Hidden Charges, Booking Terms & Conditions, Uncomfortable Seats and Lost Baggage. These are another issues which have negative impact on customers as well as an organisation also. Theme 4: Role of Virgin Atlantic in enhancing the customer satisfaction Interpretation:According to the above given data it has been concluded opinion of 20 managers about therole played byVirgin Atlantic in enhancement of customer satisfaction. 7 out of 20 managers said improvement in digitalisation is main role as it help company in increasing customer base and also support them to save their time and cost. 8 out of 20 respondents have opinion as new max aircraft is main role which support an organisation in attraction of many customers. Remaining 5 respondents have idea as low fares is biggest role 32
which is played by company to satisfy customers needs and wants. Therefore, all these are major roles which help an organisation in maximisation of customer numbers and increment of sales. Theme 5: Ways by which Virgin Atlantic can enhance satisfaction among customers Interpretation:From the above data it has been concluded ways used by Virgin Atlantic in enhancing satisfaction among customers. 8 out of 20 managers have view as giving of effective offers is one of the best way as it help an organisation to attract different number of customers. Effective offers also support Virgin Atlantic to retain customers for long time. 5 managers have opinion as on time flights is another way for increasing satisfaction level among customers. This creates positive image of company in marketplace and in customer's mind also. Remaining 7 managers have idea as hiring of skilled staff is another important way for maximising customers satisfaction. Therefore, all these are more effective and essential ways that help Virgin Atlantic by increasing satisfaction and motivation among customers. Theme 6: Actions will be require to take to meet customer needs Interpretation:According to the given information, it has been analysed requirement of actionsthatwillbetakenbycompanytomeetcustomerneeds.Companymustensure responsiveness to customer complaints which will help them to satisfy customer needs. 8 out of 20 respondents have opinion as an organisation must deliver baggage on time which will turn to support an enterprise by increasing number of customers and also retaining them for long time. 5 respondents have opinion as assisting and enabling customers with special needs will also support Virgin Atlantic in accomplishment of better outputs. This will also support business in attraction of maximum number of customers. Remaining respondents have to idea about the many other action that will also support business to fulfil needs and wants of customer and retain them for long time. Theme 7: Customer satisfaction impacted on performance of Virgin Atlantic Interpretation:From the above data, it has been concluded influence of customer satisfaction on performance of Virgin Atlantic. Majority of participants have idea as good customer experience are most important and significant for the growth of aviation industry. Customer are the most essential factor within aviation industry, because this industry is totally relay on their customers experience. Along with this, higher satisfaction among customers more beneficialforthesuccessanddevelopmentofcompanyinmarketplace.Remaining2 respondentshaveideaassometimehighercustomersatisfactioncreateconflictamong 33
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employees which is not good for the success and growth of enterprise. Remaining 6 respondents have view as customer satisfaction have both positive and negative impact over business performance of Virgin Atlantic. Theme 8: Ways to provide customer satisfaction Interpretation:This graph has been interpreted different ways that help an enterprise to provide satisfaction to the customers. 7 out of 20 managers have idea as development of customer service community is more effective way that help an enterprise to give better service to the customers. 8 respondents have knowledge as study complaints and compliments are more essential way in providing customer satisfaction. As proper feedbacks from customers about the business services help aviation industry to fulfil their needs and remain them for long time. Remaining 5 respondents have opinion as offering of proactive customer service is biggest way whichsupportbusinesstoretaincustomersforlongdurationandmaintainwithstrong relationship. Theme 9: Main factor that influence customer satisfaction within airline industry Interpretation:This graph has been interpreted main factor that influence customer satisfaction within airline industry. There are different factors that assist an organisation to influenceovercustomersatisfaction.Thisfactorincludesaccessibility,convenienceand language. All these are important factors and assist airline industry by increasing satisfaction level. 7 out of 20 managers of Virgin Atlantic have idea as accessibility is main factor because it change perception of customers towards specific service. 8 respondents have knowledge as language is main and effective factor for airline industry. As this factor support an organisation in reducing conflict and increasing trust among customers as well as employees also. It turn to support company by increasing its sales and profitability. Theme 10: Benefits of customer satisfaction with Virgin Atlantic Air Interpretation:From the above data it has been determinedbenefits of customer satisfaction with Virgin Atlantic Air. For this managers have different opinion about the benefits gained by company through higher customer satisfaction. 7 out of 20 managers of the company have idea as increment in sales is main advantage which is achieved by company by increasing satisfaction level among customers. As satisfied customers help an enterprise by promoting its brand image and goodwill in marketplace. 5 respondents have opinion as satisfied customers help an organisation in improvement of its market image. Remaining 8 managers have view as it 34
willsupport businessby increasingnumberof customers.Therefore,allthesearemain advantages that are gained by Virgin Atlantic Air by enhancing level of satisfaction among customers. Them 11: Customer satisfaction important for the growth and success of Virgin Atlantic Interpretation:This has been determined opinion of all 20 managers regarding customer satisfaction is important or not for the growth and success ofVirgin Atlantic. 16 out of 20 managers have idea as customer satisfaction is much more essential for the success of an organisation. Satisfied customers are main assets of an organisation because they help them in promoting its brand image and market value. They will also support company by increasing its sales and market share. There are various benefits of customer satisfaction such as to reduce negative word of mouth, cheaper to retain customers than acquire new ones, decrease customer churn, increase trust and loyalty etc. These are main advantages that are gained by an enterprise via customer satisfaction. Remaining 4 respondents not have any idea about the same. Discussion on the basis of secondary method of data collection e.g. Literature Review Under this discussion will be made on the basis of literature review. With the help of literature review, researcher become more able to discuss information in detailed manner. This will support researcher in completion of dissertation systematically and effectively (Jiang and Zhang, 2016). Theme 1: Measure the impact of Customer satisfaction for Virgin Atlantic easy performance There are variousways used to measure customer satisfaction which have been used by Virgin Atlantic. This measurement includes customer satisfaction score, customer effort score, netpromotescore,volunteeredfeedback,surveybestpractices,in-appcustomersurvey, customer survey via email, post service customer surveys and many other (Sun and Price, 2016). Theseareconsidermosteffectiveandessentialwayswhichhelpsanorganisationin measurement of customer satisfaction which will further assist an enterprise in improving performance of Virgin Atlantic. Therefore, survey is best option for an organisation to use and improve customer satisfaction. Customer satisfaction has direct impact on business performance of Virgin Atlantic by improving its brand image, maximising number of customers, increasing sales and many other. This will further support an enterprise in development of its growth and success at marketplace. Theme 2: The benefits of customer satisfaction with Virgin Atlantic Air assess 35
Customer satisfaction is more important and significant for aviation industry or Virgin Atlantic as it help them in reduction of customer churn, increment in customers lifetime value, reduction in negative word-of-mouth and helps them to acquire new customers. Therefore, it will be more beneficial for Virgin Atlantic in improvement of its growth and success at national as well as an international level (Nuseir and Madanat, 2017). Through customer satisfaction, company can easily attain competitive advantages are also maintain long-lasting position in marketplace.Along with this customer satisfaction help an organisation in different ways such as higher price, repeat buying, loyalty in crisis, one stop shopping, word-of-mouth, new product and service innovation. These ways help an aviation industry in improvement of its corporate performance and growth as well as increment in sales. Thus, different benefits gained by company by increasing satisfaction among customers. Theme 3: The effects of Virgin Atlantic Air on customer satisfaction Virgin Atlantic air has positive effect on customer satisfaction as it will help them by providing different benefits. These benefits mainly related with the effective offers, on time flights, delivering baggage on time, ensuring responsiveness to customer complaints, assisting and enabling customers with special needs and many other (Belás and Gabčová, 2016).Virgin Atlanticwas the first airline company that introduce Premium Economy and also a bar in every Upper Class cabin, TVs,seatback and a fully flatbed seat. These are main role played by companytoincreasesatisfactionlevelamongcustomers.Thiswillfurthersupportan organisation in increment of its profitability and sales. Along with this, in order to increase customer satisfaction, company must taken an effective actions. These actions mainly related with the offering of lowest fare, prompt refunds where due, disclosing cancellation policies, handling flights oversale etc. These are effective plan which will be beneficial for aviation industry to maximise customer satisfaction and gain competitive advantages easily. Conclusion From the above mentioned information it has been concluded opinion of business managers about the services and products provided by an organisation. Therefore, most of the respondents have idea about the services and products given by company to their customers. Along with this, different problems faced by customers by using business services such as lost baggage, uncomfortable seats, terms and conditions of booking, hidden charges and resentment of customers. These are major issues faced by customers which have negative impact over 36
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businessperformanceofaviationindustry.Inordertoimprovesatisfactionlevelamong customers, different role have to played by aviation industry such as digital improvements, low fares and new max aircraft. These are effective role which have been played by company for enhancing satisfaction among customers. Along with this, company also used various ways for enhancing satisfaction such as on time flights effective offers and hiring of skilled staff. Therefore higher satisfaction among customers are significant part of the business success and growth. Various ways also followed by company by providing customer satisfaction such as offering of proactive customer service, study of complaints and compliments from customers side and developing customer service communities. These are consider more effective and essential ways for improving satisfaction level of customers. Therefore, by improving customer satisfaction different benefits gained by company such as increment in its sales, improvement in market in market image and increment in number of customers. These are main advantages whichisattainedbybusinessimprovingsatisfactionlevelofcustomers.Thus,satisfied customers helped an organisation in development of its positive image and accomplishment of competitive advantages easily. Recommendation: From the above discussion it has been recommended that higher satisfaction among customers are beneficial for the success and growth of an enterprise. There are some suggestions to Virgin Atlantic about how to satisfied needs and wants of customers and how to overcome issue of resentment of customers. These recommendation will be determined as under: Virgin Atlantic must ensure responsiveness to customer complaints as it will helped an organisation in increment of sales and maximisation of customer base. Delivering baggage on time is another suggestion which must be provide by company to their customers. As it support an enterprise in improvement of its brand image and goodwill. Assisting and enabling customers with special needs is another main suggestion for Virgin Atlantic because this recommendation support them in maintaining f strong and long lasting relationship with customers. Company must provide effective services to their customers on time because it will help them in attraction of new customers and maximisation of sales ratio. 37
In order to overcome issue of resentment of customers, Virgin Atlantic must give their services on time and collect feedbacks from the customers. As it will support an enterprise by overcoming issue of resentment. Reflection I am glad that I got an effective chance for performing this dissertation over an interesting topic"To Investigate the impact of customer satisfaction over Virgin Atlantic Performance”. This is an interesting topic which helped me by increasing my knowingness about the higher satisfaction among customers and its importance over business performance of company. By performing this investigation I become more able to improve my literature review skill, time management quality, data collection skill and data interpretation knowledge. These are main qualities which supported me in completion of dissertation. Along with this, while collection of information regarding the topic, I faced certain issues of difficulties such as improper amount of fund, insufficient time period, unethical behaviour of selected respondents and many other. These difficulties have negative impact on mine when I required to complete this dissertation in systematic manner. To overcome these difficulties I have to followed principles of research ethics. In order to achieve research aim and objectives, I used primary and secondary method of data collection. To collect primary data about the current study I followed questionnaire as it supported me by giving valid and reliable data about the study. On the other side, in order to gather secondary information magazines, books, articles, publication research and many other relevant sourcesused y me. These sources helped in literature review section because this part of the research require secondary data. Therefore, both sources of data collection e.g. primary and secondary are useful for me in completion of dissertation systematically and effectively. 38
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