HND Business Research: Service Quality Impact on British Airways

This research project critically examines the impact of service quality on customer demand within the airline industry, specifically focusing on British Airways. The study aims to understand the concept of service quality in the airline sector, ascertain its importance for British Airways, determine the relationship between service quality and customer demand, and recommend methods for improving service quality to retain customer demand. The research employs a conclusive research design with an inductive approach, utilizing both primary data collected through questionnaires from 40 British Airways customers and secondary data from books, journals, past research, company data, and news articles. Qualitative data analysis reveals that customers are generally satisfied with British Airways' service quality, which significantly influences their purchasing decisions and future travel plans. The study concludes that service quality directly impacts consumer demand, and British Airways' impressive service quality positively affects customer demand. Recommendations include continuous employee training and leveraging technology to improve services, enabling the company to use quality as a core competency to maintain a competitive edge. Continuous market research and creative marketing messages are also suggested to further influence purchase decisions.

TASK 4
Research project
To critically ascertain the impact of service quality on
customer demand in airline industry:
A study on British Airline.

Aim and objective
Aim
To critically ascertain the impact of service quality on customer
demand in airline industry: A study on British Airline.
Objectives
To critically study the concept of service quality with reference
to the airline industry.
To ascertain the importance of service quality for British
Airways.
To determine the relationship between service quality and
customer demand for British Airlines.
To recommend new method through which service quality of
British Airways can be improved to hold back the customer
demand of company.

Research methodology
Research design: Conclusive
Research approach: Inductive
Data collection: Primary (Questionnaire), Secondary (Books,
journals, past researches, company data and news articles )
Sampling: 40 customers of British Airways
Data analysis: Qualitative (Themes)

Theme 1: Customers are using airline services of British
Airways for 3 years and above.
Less than one year
1 to 2 years
2-3 years
More than 3 years
0
2
4
6
8
10
12
14
16
Customers are using airline services of British Airways for 3
years and above
Number of respondents

Theme 2: The customers are highly satisfied with respect to
the quality of services of British Airways.
Highly satisfied
Satisfied
Neutral
Dissatisfied
Highly dissatisfied
0 2 4 6 8 10 12 14 16 18 20
The customers are highly satisfied with respect to the quality of
services of British Airways.
Number of respondents

Theme 3: Quality of services is a major factor that stimulate
customers to purchase airline services of British Airways
18
5
6
9
3
factor that stimulate you to purchase airline services of British
Airways
Quality of services
Brand name
Low prices of airline services
Better customer services
Past experience

Theme 4: Customers are strongly agreed that quality services of
airlines helps in selecting the British Airways for future
traveling needs.
18
10
3
5
4
Customers are strongly agreed that quality services of airlines helps in selecting
the British Airways for future traveling needs.
Strongly agree
Agree
Neutral
Disagree
Strongly disagree

Theme 5: Customers would prefer to use services
of British Airways in the near future
Yes
No
Can’t say
0 5 10 15 20 25 30
Customers would prefer to use services of British Airways in
the near future.
Number of respondents
Series2

Theme 6: The customers would like to recommend
the services of British Airways to their friends and
family because of its quality
Yes No Can’t say
0
5
10
15
20
25
The customers would like to recommend the services of British
Airways to their friends and family because of its quality
Number of respondents
Series2
Series3

pay extra for getting the premium quality services
offered by British Airways
Yes No Can’t say
0
5
10
15
20
25
The users of services are agreed to pay extra for getting the
premium quality services offered by British Airways
Number of respondents
Series2

Theme 8: Trained employee is the main reason for
better quality of services offered by company
Service delivery process
Trained employees
Physical evidence
Use of technology
All of the above
0 2 4 6 8 10 12 14 16 18 20

CONCLUSION
The entire study being carried out has supported in knowing quality
of service in airline industry is one of the leading factor which
impact consumer demand directly. The results of the report
distinctly indicate that British Airways has impressive quality
services which has affirmatively impacted the demand of service
users. It can be recommended that continuous training must be
provided to employee so they can provide best quality services.
Further, technology can be used to improvise the services.
Thereafter, company can use quality as its core competency to
develop unique image in market and thereby stay ahead of its
rivals.