To Investigate the impact of Customer Satisfaction over Virgin Atlantic Performance

Research Project
("To Investigate the impact of Customer Satisfaction
over Virgin Atlantic Performance”)

ABSTRACT
This report is based on the impact of customer satisfaction over Virgin Atlantic
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. Questionnaire have been used for gathering primary information whereas for
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

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
targeted customers on a daily basis to increase satisfaction among customers. 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.
are consider major benefits for any organisation who have satisfied customers in their
organisation.
Background of the Virgin 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.
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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
 How to measure the impact of Customer satisfaction for Virgin Atlantic easy
performance?
 How to measure the benefits of customer satisfaction with Virgin Atlantic Air?
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 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
providing them in-depth and detailed information regarding the importance of customer
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.
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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.
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