Research Report: Improving Business Performance via Customer Loyalty

This research report investigates the role of customer loyalty in enhancing business performance and sales, focusing on British Airways. It aims to understand customer loyalty, analyze factors affecting customer attraction to British Airways, and assess the influence of loyalty on business outcomes. The study, based on a survey of 30 customers, reveals that British Airways provides effective airline services, leading to high customer loyalty. Key themes explored include the frequency of airline service usage, components affecting customer satisfaction (such as prompt services, effective goodwill, price, and quality), and the impact of customer loyalty on brand image and sales. The conclusion emphasizes that British Airways should continue to improve its service quality and productivity to meet customer expectations effectively. Desklib offers this and many more solved assignments and past papers.

RESEARCH PROJECT
TASK 4

INTRODUCTION
Customer is very significant role within the
corporation by which firm can improve its
productivity and profitability. It is very important
for company to satisfy customer and deliver
services accordingly. Customer loyalty is highly
assisted to organisation in enhancing business
performance and sales.The following research aim
is to analyse the strategy to improve customer
loyalty so as company can able to improve its
performance as well a sales of product and services.

Research Aims and Objective
To study the role of customer loyalty in improving the
business performance and sales of organisation: A
case of British Airways.
• To explore the understanding about customer
loyalty
• To analyse factor that affect customer loyalty or
customer attraction of the British Airway
• To understand the influence of customer loyalty on
the business performance and sale

Theme 1:Customer frequently you are using the airline
services of British airways
Twice in a monthOnce in a three monthOnce in a six month Once in a year
0
2
4
6
8
10
12
14
16
Frequency

Theme 2: Component of the British Airways affect you
satisfaction level
Quality of airline services
Price of the airline services
Effective goodwill
Prompt and easy services
0 2 4 6 8 10 12 14 16
Frequency

Theme 3: Customer loyalty assist in improving the
performance and sales of the organisation
Strongly Agree
Agree
Neutral
Disagree
Strongly disagree

Theme 4: Customer loyalty assists in developing strong brand
image in the market
Strongly Agree
Agree
Neutral
Disagree
Strongly disagree

Theme 5: British airways effectively satisfied the needs and
wants of the customers
Yes
No

Theme 6:Customer satisfied with existing approach of the British
airways for improving customer attraction and customer loyalty
Highly satisfied Satisfied Neutral DissatisfiedHighly dissatisfied
0
2
4
6
8
10
12
14
16
Frequency

Theme 7:Customers like to buy back British Airways airline
services in the future as per your previous usage experience
Definitely will
Probably will
Might or Might not

CONCLUSION
From this research study it has been analysed that British
airways delivers effective and quality services of
airlines to it customer so as its customer loyalty is high.
From the survey of 30 customers it has been analysed
that cited firm using effective measure to improve the
customer loyalty. It has been also concluded from this
investigation that cited venture should improve its
productivity and quality of air services so as it can
effectively meet actual expectation of customers.