Investigating Customer Satisfaction and Virgin Atlantic Performance

This research project investigates the impact of customer satisfaction on the performance of Virgin Atlantic. The study begins with an introduction, outlining the research aim, objectives, and questions, along with the rationale and significance of the study. A comprehensive literature review explores the relationship between customer satisfaction and airline performance, examining the benefits and effects of customer satisfaction on Virgin Atlantic. The research methodology section details the quantitative research setting, ethical considerations, participant selection, and data collection methods, including the use of questionnaires. The results section presents the findings of the data analysis, followed by a discussion of the primary and secondary data. The project concludes with a reflection on the research process, discussing challenges faced and the importance of the study. The project provides valuable insights into customer satisfaction within the airline industry and offers recommendations for improving customer experience and business performance. This study utilizes both primary and secondary data sources to explore the topic thoroughly.

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.
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
 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?
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
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.
3

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 the Sefanov, (2018), in Airline Industry, customer satisfaction is more
important and essential part 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 customers for 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

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 Atlantic is 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 pack Snacks and drinks including beer, wine, hot drinks, and spirits
Premium classic
 USB socket
 Premium amenity kit on night flights Welcome 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 of Agnihotri and et. al., (2016), Out any business successfully it is
crucial that whatever product or service is being created has the capacity of fulfilling the
expectations of the market in which business is serving. Author put emphasis on the fact 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 services even 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 chosen organisation 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 being provided 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 the Popovič 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 the benefit from the satisfied user is that it will give a
positive impact on employees which are working with company. They will have to deal with
less complaints and can work in a happy environment. it further motivates to maintain their
quality as this will reflect on their own future professional prospects. When the clients are not
happy with the services it affects the overall revenue and hence then pressure is created on
marketing and other departments.
In order to meet customer needs different ways and advantages must be provided by
Virgin Atlantic to its customers (Customer service plan, 2019). Ensuring responsiveness to
customer complaints, Minimising inconvenience resulting from flight cancellations/
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 Atlantic with
purpose to satisfy customers needs and wants.
According to the Abuzid 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.
Customer complaints provides an effective opportunity to Virgin Atlantic improve their
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 by Garga 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 exercise of 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 have large 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 as Gatwick,
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).
Differentiation of services: The diversified services of the organisation has huge
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

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 ration among 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 to improve 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 and interpreted 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 the impact 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
and involving humans are essential to ensure that amount of capital is spend
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 stage of
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

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 of Virgin Atlantic will be selected by using probability sampling. Managers
of company are consider main participants within an investigation. Different questions related to
the impact of Customer Satisfaction over 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?
There are two methods of selecting sample size which are probability and non-
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 processes like 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 of Virgin Atlantic will be recruited on random basis (.McCusker and
Gunaydin, 2015).
What were their characteristics?
Managers of Virgin 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 idea regarding the impact 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
information about the impact of customer satisfaction on Virgin Atlantic Performance,
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
for gathering reliable information about the impact of customer satisfaction on business
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
of proper information regarding the current topic. In addition to this, there are some
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

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
collection which support researcher to gather information about the impact of 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 of Virgin 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 of Virgin 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 main problem 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 of Virgin Atlantic in enhancing the customer satisfaction?
a) Digital Improvements
16

b) New Max Aircraft
c) Low Fares
Q5) What are the ways by which Virgin Atlantic can enhance satisfaction among customers?
a) Effective offers
b) On time flights
c) Hiring of skilled staff
Q6) What are the actions 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 the benefits 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 of Virgin Atlantic?
a) Yes
b) No
Q12) Recommend different ways to Virgin Atlantic in reducing of resentment 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

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) Yes 15
b) No 5
Q2) What is the main problem for customers using business services? Frequency
a) Lost Baggage 5
b) Uncomfortable Seats 4
c) Booking Terms & Conditions 1
d) Hidden Charges 3
e) Resentment of customers 7
Q3) According to you, resentment of customer is major issue within Virgin
Atlantic?
Frequency
a) Yes 16
b) No 4
Q4) What are the role of Virgin Atlantic in enhancing the customer satisfaction? Frequency
a) Digital Improvements 7
b) New Max Aircraft 8
c) Low Fares 5
Q5) What are the ways by which Virgin Atlantic can enhance satisfaction among
customers?
Frequency
19

a) Effective offers 8
b) On time flights 5
c) Hiring of skilled staff 7
Q6) What are the actions will be require to take to meet customer needs? Frequency
a) Ensuring responsiveness to customer complaints 6
b) Delivering baggage on time 8
c) Assisting and enabling customers with special needs 5
d) Other 1
Q7) In which manner, Customer satisfaction impacted on performance of Virgin
Atlantic?
Frequency
a) Positive 12
b) Negative 2
c) Neutral 6
Q8) How do you provide customer satisfaction? Frequency
a) Develop customer service communities 7
b) Study Complaints and Compliments. 8
c) Offer Proactive Customer Service 5
Q9) What is the main factor that influence customer satisfaction within airline
industry?
Frequency
a) Accessibility 7
b) Language 8
c) Convenience 5
Q10) What are the benefits of customer satisfaction with Virgin Atlantic Air? Frequency
a) Increment in sales 7
b) Improvement in market image 5
20

c) Larger customer base 8
Q11) Does customer satisfaction important for the growth and success of Virgin
Atlantic?
Frequency
a) Yes 16
b) No 4
Q1) Are you looking for business services that cause customer satisfaction? Frequency
a) Yes 15
b) No 5
a) Yes b) No
0
2
4
6
8
10
12
14
16 15
5
Frequency
Q2) What is the main problem for customers using business services? Frequency
a) Lost Baggage 5
b) Uncomfortable Seats 4
21

c) Booking Terms & Conditions 1
d) Hidden Charges 3
e) Resentment of customers 7
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) Yes 16
b) No 4
22

a) Yes b) No
0
2
4
6
8
10
12
14
16
16
4
Frequency
Q4) What are the role of Virgin Atlantic in enhancing the customer satisfaction? Frequency
a) Digital Improvements 7
b) New Max Aircraft 8
c) Low Fares 5
23

a) Digital Improvements
b) New Max Aircraft
c) Low Fares
0
1
2
3
4
5
6
7
8 7
8
5
Frequency
Q5) What are the ways by which Virgin Atlantic can enhance satisfaction among
customers?
Frequency
a) Effective offers 8
b) On time flights 5
c) Hiring of skilled staff 7
24

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 the actions will be require to take to meet customer needs? Frequency
a) Ensuring responsiveness to customer complaints 6
b) Delivering baggage on time 8
c) Assisting and enabling customers with special needs 5
d) Other 1
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) Positive 12
b) Negative 2
c) Neutral 6
26

a) Positive b) Negative c) Neutral
0
2
4
6
8
10
12
12
2
6
Frequency
Q8) How do you provide customer satisfaction? Frequency
a) Develop customer service communities 7
b) Study Complaints and Compliments. 8
c) Offer Proactive Customer Service 5
27

a) Develop customer service communities
c) Offer Proactive Customer Service
0
1
2
3
4
5
6
7
8 7
8
5
Frequency
Q9) What is the main factor that influence customer satisfaction within airline
industry?
Frequency
a) Accessibility 7
b) Language 8
c) Convenience 5
28

a) Accessibility b) Language c) Convenience
0
1
2
3
4
5
6
7
8 7
8
5
Frequency
Q10) What are the benefits of customer satisfaction with Virgin Atlantic Air? Frequency
a) Increment in sales 7
b) Improvement in market image 5
c) Larger customer base 8
29

a) Increment in sales
b) Improvement in market image
c) Larger customer base
0
1
2
3
4
5
6
7
8 7
5
8
Frequency
Q11) Does customer satisfaction important for the growth and success of Virgin
Atlantic?
Frequency
a) Yes 16
b) No 4
30

a) Yes b) 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
review helps investigator to discuses secondary information effectively. Along with this,
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
Theme 1: Looking for business services that cause customer satisfaction
Interpretation: From the above given table, it has been determined view point of
managers about the business 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 the role played by Virgin 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
actions that will be taken by company to meet customer needs. Company must ensure
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
beneficial for the success and development of company in marketplace. Remaining 2
respondents have idea as sometime higher customer satisfaction create conflict among
33

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
which support business to retain customers for long duration and maintain with strong
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
influence over customer satisfaction. This factor includes accessibility, convenience and
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 determined benefits 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

will support business by increasing number of customers. Therefore, all these are main
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 of Virgin 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 various ways used to measure customer satisfaction which have been used by
Virgin Atlantic. This measurement includes customer satisfaction score, customer effort score,
net promote score, volunteered feedback, survey best practices, in-app customer survey,
customer survey via email, post service customer surveys and many other (Sun and Price, 2016).
These are consider most effective and essential ways which helps an organisation in
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
Atlantic was 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
company to increase satisfaction level among customers. This will further support an
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

business performance of aviation industry. In order to improve satisfaction level among
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
which is attained by business improving satisfaction level of customers. 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 sources used 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

REFERENCES
Books and Journals
Abuzid, H. F. T. and Abbas, M., 2017. Banks Performance and Impact of Market Orientation
Strategy: Do Employee Satisfaction and Customer Loyalty Augment this
Relationship?. International Review of Management and Marketing. 7(2). pp.60-66.
Agnihotri, R. and et. al., 2016. Social media: Influencing customer satisfaction in B2B
sales. Industrial Marketing Management. 53. pp.172-180.
Belás, J. and Gabčová, L., 2016. The relationship among customer satisfaction, loyalty and
financial performance of commercial banks. Economics and Management.
Birim, S., Anitsal, M. M. and Anitsal, İ., 2016. A Model of Business Performance in The US
Airline Industry: How Customer Complaints Predict The Performance?. Business
Studies Journal. 8(2).
Drosos, D. and et. al., 2017. The strategic role of information technology in tourism: The case of
global distribution systems. In Tourism, culture and heritage in a smart economy (pp.
207-219). Springer, Cham.
Flick, U., 2015. Introducing research methodology: A beginner's guide to doing a research
project. Sage.
Garga, E. and Bambale, A. J. A., 2016. The Impact of Service Quality on Customer Patronage:
Mediating Effects of Switching Cost and Customer Satisfaction. International Journal
of Global Business. 9(1).
Gbadamosi Kolawole, T. and Adekunle Emmanuel, A., Economic Implication of
Absence of National Carrier in the Nigeria Aviation Industry.
Gioia, D. A., Corley, K. G. and Hamilton, A. L., 2013. Seeking qualitative rigor in inductive
research: Notes on the Gioia methodology. Organizational research methods. 16(1).
pp.15-31.
Green, J. L., Camilli, G. and Elmore, P. B. eds., 2012. Handbook of complementary methods in
education research. Routledge.
Hussain, R., Al Nasser, A. and Hussain, Y. K., 2015. Service quality and customer satisfaction of
a UAE-based airline: An empirical investigation. Journal of Air Transport
Management. 42. pp.167-175.
Jiang, H. and Zhang, Y., 2016. An investigation of service quality, customer satisfaction and
loyalty in China's airline market. Journal of air transport management. 57. pp.80-88.
Jiang, H. and Zhang, Y., 2016. An investigation of service quality, customer satisfaction and
loyalty in China's airline market. Journal of air transport management. 57. pp.80-88.
Kim, K. I., 2016. The Impact of several management tools and techniques adoption on strong
small business enterprises' Performance. 중중중중중중중중중중중.6(3). pp.7-12.
Koklic, M. K., Kukar-Kinney, M. and Vegelj, S., 2017. An investigation of customer satisfaction
with low-cost and full-service airline companies. Journal of Business Research. 80.
pp.188-196.
Kumar, R., 2019. Research methodology: A step-by-step guide for beginners. Sage Publications
Limited.
Mackenzie, J., Tan, P. L., Hoverman, S. and Baldwin, C., 2012. The value and limitations of
participatory action research methodology. Journal of hydrology. 474. pp.11-21.
Mackey, A. and Gass, S. M., 2015. Second language research: Methodology and design.
Routledge.
39

McCusker, K. and Gunaydin, S., 2015. Research using qualitative, quantitative or mixed
methods and choice based on the research. Perfusion. 30(7). pp.537-542.
Miller, T.,and et. al ., 2012. Ethics in qualitative research. Sage.
Nedunchezhian, V.R. and Thirunavukkarasu, A., 2018. Validation of Airline Service Quality
Scale: Evidence from Indian and European Passengers. Academy of Marketing Studies
Journal.
Nuseir, M. T. and Madanat, H., 2017. The use of integrated management approaches and their
impact on customers' satisfaction and business success. International Journal of
Business Excellence. 11(1). pp.120-140.
Paul, J., Mittal, A. and Srivastav, G., 2016. Impact of service quality on customer satisfaction in
private and public sector banks. International Journal of Bank Marketing. 34(5).
pp.606-622.
Pekovic, S. and Rolland, S., 2016. Customer orientation and firm’s business performance: A
moderated mediation model of environmental customer innovation and contextual
factors. European Journal of Marketing. 50(12). pp.2162-2191.
Popovič, A. and et. al., 2018. The impact of big data analytics on firms’ high value business
performance. Information Systems Frontiers. 20(2). pp.209-222.
Psomas, E. L. and Jaca, C., 2016. The impact of total quality management on service company
performance: evidence from Spain. International Journal of Quality & Reliability
Management. 33(3). pp.380-398.
Quinlan, C. and et.al ., 2019. Business research methods. South Western Cengage.
Rahimi, R. and Kozak, M., 2017. Impact of customer relationship management on customer
satisfaction: The case of a budget hotel chain. Journal of Travel & Tourism Marketing.
34(1). pp.40-51.
Riedl, R., Davis, F .D. and Hevner, A. R., 2014. Towards a NeuroIS research methodology:
intensifying the discussion on methods, tools, and measurement. Journal of the
Association for Information Systems. 15(10). p.4.
Scotland, J., 2012. Exploring the philosophical underpinnings of research: Relating ontology and
epistemology to the methodology and methods of the scientific, interpretive, and critical
research paradigms. English language teaching. 5(9). pp.9-16.
Silverman, D. ed., 2016. Qualitative research. Sage.
Sun, W. and Price, J. M., 2016. The impact of environmental uncertainty on increasing customer
satisfaction through corporate social responsibility. European Journal of Marketing.
50(7/8). pp.1209-1238.
Tuohy, D. and et.al., 2013. An overview of interpretive phenomenology as a research
methodology. Nurse researcher. 20(6).
Um, J., 2017. The impact of supply chain agility on business performance in a high level
customization environment. Operations management research. 10(1-2). pp.10-19.
Walliman, N., 2017. Research methods: The basics. Routledge.
Wiek, A. and Lang, D. J., 2016. Transformational sustainability research methodology.
In Sustainability science (pp. 31-41). Springer, Dordrecht.
Wongleedee, K., 2017. Customer satisfaction in the airlines industry: comparison between low-
cost and full service airlines. Aktual'ni Problemy Ekonomiky= Actual Problems in
Economics, (187), p.218.
Online
40

Virgin Atlantic Airways. 2019. [Online]. Available
through:<https://centreforaviation.com/data/profiles/airlines/virgin-atlantic-airways-
vs>.
Virgin Atlantic strikes: Pilot action could cause travel chaos for holidaymakers this Christmas.
2019. [Online]. Available through:https://www.heart.co.uk/lifestyle/travel/virgin-
atlantic-strikes-pilot-action-christmas/>.
Geoff Fripp. 2019. Customer Satisfaction Definition. [Online]. Available
through:https://www.marketingstudyguide.com/customer-satisfaction-definition/>.
Customer service plan. 2019. [Online]. Available
through:<https://flywith.virginatlantic.com/gb/en/before-you-book/customer-service-
plan.html>.
AMAR HUSSAIN. 2019. Virgin Atlantic Review – Seats, Amenities, Customer Service, Baggage
Fees, & More. [Online]. Available through:<https://upgradedpoints.com/virgin-atlantic-
review>.
Eugene Sefanov. 2018. Customer Satisfaction in the Airline Industry. [Online]. Available
through:<https://blogs.perficient.com/2018/05/14/customer-satisfaction-in-the-airline-
industry/>.
Customer Satisfaction in the Airline Industry, 2018. [Online]. Available Through;
<https://blogs.perficient.com/2018/05/14/customer-satisfaction-in-the-airline-industry/>
41