Research Report: Customer Satisfaction and Expectation Gap at BA

This research report investigates customer satisfaction and expectation gaps within British Airways (BA). The aims are to understand the concepts, evaluate the gaps within BA, examine BA's strategies for increasing satisfaction, and provide recommendations for reducing the expectation gap. The research employs a descriptive research design, interpretivism philosophy, and an inductive approach, using both primary and secondary data sources with probability sampling. Data analysis utilizes qualitative techniques. Key recommendations include providing proper workforce training, gathering regular customer feedback, enhancing promotional strategies, and improving service quality. The report identifies themes such as the age and gender demographics of BA customers, their tenure as customers, satisfaction levels with service representatives, factors affecting satisfaction, and the company's ability to meet expectations. References to relevant academic literature are also included. Desklib provides access to this and other solved assignments for students.

Topic of the research
customer satisfaction and expectation gap

The aims and objectives of the research
Aim
To investigate customer satisfaction and expectation gap
within British Airways (BA).
Objectives
To understand the concept of customer satisfaction and
expectation gap
To evaluate customer satisfaction and expectation gap
within BA
To examine strategies of BA for increasing customer
satisfaction.
To provide recommendations in reducing expectation gap
and enhancing customer satisfaction with in BA.

Framework of the research and factors
larger number of factors are present which affect customer
satisfaction and it involves employee behaviour, fare, service
delivery etc. Further, airline industry is growing at faster pace due to
which it is required for businesses operating in this sector to satisfy
the needs of its target market. Majority of the companies are
focusing on improving service delivery and prices of tickets are kept
moderate with the motive to enhance customer satisfaction and this
has positive impact on the brand image of business. Apart from this,
due to rise in the level of competition, businesses have to modify
their services timely so that loyal customers can be retained for
longer period of time. On the other hand, it is required for
businesses to meet with the expectations of target market and for
the same, it is necessary to obtain information from target market to
know whether their expectations are met by business or not.

Methodology for data collection
 Research design- Descriptive research
 Research philosophy- Interpretivism philosophy
 Research approach-Inductive approach
 Data collection- Primary and secondary sources
 Sampling- Probability sampling
 Data analysis- Qualitative technique

Recommendations
 It is required for British airways to deliver proper training to its
workforce as customers are not satisfied with the staff
behaviour of company.
 Time to time feedback must be taken from the customers of firm
so that services can be modified as per their expectations.
 Firm must focus more on its promotional strategies as it is also
effective enough in raising the level of customer satisfaction
 Company must try to enhance its service quality as with the
help of this, it is possible to enhance customer satisfaction.

Theme 1: Majority of the customers lies under age group of 35 and above

Theme 2: Majority of the customers are male

Theme 3: Majority of the respondents are customers of British airways from 2 to 3 years

Theme 4: Majority of the customers are not satisfied with service representative of
British airways

Theme 5: Factors affecting satisfaction level within British Airways

Theme 6 Company is capable enough to meet with
expectations

Theme 7: Company provide a platform to give feedback