Relationship Marketing Strategies for Airline Industry Dissertation

This dissertation investigates relationship marketing within the airline industry, using British Airways as a case study. It explores the concept's background, rationale, aims, objectives, and research questions, alongside a comprehensive literature review covering CRM theories, customer retention, loyalty, and defection. The research methodology outlines the research philosophy, approach, design, data collection methods, sampling, and analysis techniques. The study analyzes data collected through questionnaires to assess the impact of relationship marketing strategies. The dissertation concludes with findings, recommendations, and ethical considerations, offering insights into the significance of relationship marketing for airlines and potential strategies for enhancing customer relationships. The report also highlights the tools and techniques adopted by British Airways for relationship marketing and provides conceptual framework.

Dissertation

ACKNOWLEDGEMENT
The present research executed for is the pivotal work which is done with the aid of
momentous efforts that is made by a number of people. Therefore, I want to pay my regards to
all those people who have lend and helped me in completion of this research. I am greatly
thankful to my mentor under whose guidance I accomplished the entire study. His guidance
helped me a lot in carrying out this research in a simpler way with lots of learning opportunities.
Further, I want to pay gratitude to my family, friends and team members who supported me in
the entire research study and also encouraged me for my work. The great support of all these
members aided me in conducting the entire research as per the requirement. The report has
included the discussion over relationship marketing.

Table of Contents
CHAPTER 1 INTRODUCTION.................................................................................................................................5
1.1 Background....................................................................................................................................................5
1.2 Rationale........................................................................................................................................................6
1.3 Aims and objectives.......................................................................................................................................9
1.4 Research questions.........................................................................................................................................9
1.5 Significance of research.................................................................................................................................9
1.6 Structure of the research..............................................................................................................................10
1.7 Plan and procedure for the research.............................................................................................................12
CHAPTER 2 LITERARTURE REVIEW................................................................................................................13
2.1 Concept of relationship marketing in airline industry.................................................................................13
2.2 Theories related to CRM and relationship marketing..................................................................................14
2.3 Significance of relationship marketing........................................................................................................17
2.4 Customer retention and customer loyalty....................................................................................................18
2.5 Customer defection......................................................................................................................................19
2.6 Benefits of relationship marketing...............................................................................................................20
2.7 Interest of customer in context of airline services.......................................................................................21
2.8 Impact of relationship marketing on British airways...................................................................................22
2.9 Tools and techniques adopted by British Airways for relationship marketing............................................23
Conceptual Framework......................................................................................................................................24
CHAPTER 3 RESEARCH METHODOLOGY.......................................................................................................26
3.1 Introduction..................................................................................................................................................26
3.2 Research philosophy....................................................................................................................................26
3.3 Research approach.......................................................................................................................................27
3.4 Research design...........................................................................................................................................28
3.5 Research choices..........................................................................................................................................29
3.6 Data collection.............................................................................................................................................29
3.7 Selection of sampling method and size........................................................................................................30
3.8 Analysis of data...........................................................................................................................................31
3.9 Validity and reliability.................................................................................................................................32
3.10 Ethical considerations................................................................................................................................32
3.11 Limitations.................................................................................................................................................33
CHAPTER 4 DATA ANALYSIS...............................................................................................................................34
4.1 Introduction..................................................................................................................................................34
4.2 Data analysis- Questionnaire.......................................................................................................................34
CHAPTER 5 CONCLUSION AND RECOMMENDATION.................................................................................51

5.1 Conclusion...................................................................................................................................................51
5.2 Recommendation.........................................................................................................................................53
REFERENCES............................................................................................................................................................55
APPENDICES.............................................................................................................................................................58

CHAPTER 1 INTRODUCTION
1.1 Background
For a business to take away from its competitors, authorities should find the ways that
can help them achieve the position they are willing to achieve. So in a decade the term
relationship marketing has taken a boom among industries and most famous in Airline industry
which has benefited business in major way (Siems, 2013). Relationship marketing came into
force in 1983 by Leonard Berry, who introduced the concept by laying emphasis on difference
between long term marketing and Short term marketing. In relationship marketing, a firm target
its customers to interact with them, make relation with them in order to retain them for long-
term. In relationship marketing not just product is sold to consumers or customers rather in
addition they get relationship with the said brand which eventually customer also takes because
of the influencing power of the organizations (Paulssen, Roulet and Wilke, 2014). Since
competition in this present world is high and thinking of gaining the competitive advantage and
it is tough for firms to make that advantage by just merely selling the product. So in addition
what firms are doing is they have to engage in different strategies which will help them to make
their base strong. Relationship marketing is a promotional approach which focuses on the aspects
of networks and communication, interactions and relationships. This research has been
undertaken in order to understand the relationship marketing theories in relation to airline
business. Aviation industry has been the major factor in uplifting the scenario of relationship
marketing and mostly used marketing in this industry is this only. This research will analyse the
impact of relationship marketing in British airways and how airline industry is using tools and
techniques apart from relationship marketing in order to survive in the market (Huang and
Rundle-Thiele, 2014). In addition to this, it can be said that key measures need to take into
account. Previous studies has not provided appropriate learning in regard to the subject which
has motivated experts to select the concern subject. In order to overcome the issues which are not
resolved in previous studies the present investigation is being selected. It can also be concerned
as key rationale of overall report. It has been noticed that number of businesses are focused
towards application of relationship management tactics in order to ensure that goals and
objectives are being accomplished effectively. In addition to this, it can be stated that for better
relationship management the businesses are effectively concerning CRM as critical aspect. It is

referred as factor that helps in building better relationship through having regular basis
communication and make sure that long term sustainability can be advanced. As same the British
Airways can also have advancement in operations by having use of CRM. It will allow to
understand the need of employees as well as customers so that better opportunities can be
created.
Marketing for business is necessary because it drives a consumer to perform the
purchasing function which is good for business. Among the years many business practices have
been introduced to engage customers with the project and among them relationship marketing is
one which can be understand by this report. For the research purpose British airways has been
taken into account which is a reputed airline business and in the years of its start-up it is well
known for its customer satisfaction level and known for the ambience they give to every
customer who board their plane. Through relationship marketing a firm try to develop a
relationship with its customers in this way that it does not harm their long-term relationship
(Paulssen, Roulet and Wilke, 2014). Main purpose of firms is to have better gathering of
customers so that long term opportunities can be created. It eventually make them feel like that
firm is focused towards word of mouth communication to different groups and relatives, family
etc. for better improvement. In order to maintain such issues the business firm need to make sure
about long term sustainability.
1.2 Rationale
In the modern era relationship marketing has become the necessity of the business,
without having strong relationship with the consumers, companies cannot get succeeded in the
corporate market. In the airline industry there is high competition, many firms are here which are
providing excellent extra ordinary services to the travellers. Organizations can sustain in the
market by developing bonding with the consumers (Dixon, Martinez and Martin, 2015). Needs
and wants of consumers can get changed any time, so for offering them satisfactory products and
services it is essential for the firms to know about their desires. It is only possible with the help
of relationship marketing. It is a burning topic as most of the entities are engaged in this and they
are developing their interaction with the consumers so that they can make them loyal towards the
brand. Aviation industry is one of the major sector that contribute well in the economic
development. The rationale behind choosing this subject is that it will help in increasing

knowledge of the researcher and will give the person in depth knowledge about the topic
(Vincent & Webster, 2013).
Scholar has huge interest in the aviation industry and marketing so it would be interesting
topic for him that is why individual has selected this topic for the study. Investigator has
knowledge and experience about the aviation industry and individual knows the ups and down in
of this sector. This knowledge will help the scholar in preparing the good project. There are
many researches that have been conducted by other scholars on the same topic so huge data are
available on the subject matter that can help the investigator in completing the research
successfully (Paulssen, Roulet and Wilke, 2014). It is feasible topic and on this subject matter
impressive report can be prepared by the scholar within the time duration.
Along with this, another rational behind the selection of study is that various researchers
has focused on the subject to develop better understanding. However, they have not provided
proper evidences in that studies which has impacted the effectiveness of overall study. By having
an improved focus on present investigation the issues faced under previous research can be
overcome in desired manner. Another factor which has advanced the motivation to select the
concern subject is that it helps students to gain better knowledge about relationship management.
Businesses can have better opportunities in the market by having an advanced focus on
relationship management (Akbari, Kazemi & Haddadi, 2016). With an assistance of present
investigation the issues can be resolved and lead business firm to impressive level of success.
Major issue
The overall industry of aviation is presently facing big challenges and various issues in
the present environment. A number of factors like heavy traffic of passengers, low growth rate of
economy, increasing labour cost and increasing competition have presented a number of
challenges before the airlines organisations which must be resolved with increasing efforts. The
customers are the valuable assets for any service based company who are required to be
developed by providing real satisfaction. It is evident that there are a number of barriers that
restricts the airline organisations to retain their customers in this competitive scenario as many
low cost firms in this sector have increased. In such situation, it has become easier for the
customers to switch over the preferred brand as per their needs (Albassami, Alqahtani & Saleh,
2015). Therefore, for the companies like British airways are in strict need of making firm
strategies that can help in retaining their customer and survive in the tough competition.

Therefore, the strategy of relationship marketing has emerged in the market that can help in this
objective in appropriate way. In addition to this, it has been noticed that retention of customers
have become a major issue in the present time as the needs and demands of the clients are
increasing continuously. Their preferences and expectations from the airlines industry is
increasing day by day, they expect that the companies offer something different and innovative
who can satisfy them in better way. As a result, the firms who are potential enough to make
innovation in their services and have new things to offer their clients can easily attract the
customers. Thus, it has emerged as an issue in the present time to be innovative at each and
every step so as to retain the customers. (Vincent & Webster, (2013).
Reason of issue
Every company or a business entity establishes itself in market to gain profits so that it
can survive successfully. As per this requirement, they have to serve their products and services
to the customers according to their needs and demands. If they are not successful in providing
desired services to the clients, they may lose them and reach to have a substantial losses in
market. Therefore, in present time every firm is trying to achieve a great number of customer
base for their firm so that they can attain large number of profits and a brand value in the market.
(Bryman & Bell, 2014). Losing customers due to availability of better services by rival firms has
become very common due to which it has become crucial for all the companies to retain their
customers by adopting the practices that are helpful in maintaining better relation with clients to
retain them. This will be a preferable tool to survive in a right manner in the market for every
organisation. In addition to this, the relationship marketing aids in maintaining a brands'
recognition among customers which is also helpful in making an identity to win the competition.
(Akbari, Kazemi, , & Haddadi, 2016).
Usefulness of the research
The present research has been done on the relationship marketing concept to know its
impact and utility for airlines industry. In this context, the British airways has been chosen as a
subject for making further analysis. The research report has pointed out many issues, their
reasons and an attempt to know the relationship marketing with a deeper analysis. As per the
present report, studies have been made to know the relevance and significance of relationship
marketing in the airlines sector. This research will be helpful in gaining the knowledge about the
relationship marketing and various theories related to it (Choy, 2014). By studying these

theories, there will be a benefit in the form of attaining the better understanding in relation to the
customer relationship. Besides this, the following research will be a beneficial factor for the
research aspirants and various scholars as well in getting the deep insight of airlines industry
with special reference to British airways along with a knowledge of relationship marketing. In
addition to this, the research conducted here will make an attempt to give knowledge about
various tools and techniques that are utilised for the relationship marketing. Besides this, the
discussion done on British airways and the tools adopted by them for maintaining a sound
relation with their customer and retaining them on a long term basis will also present a great
opportunity to understand the relevance and vitality of the customer relationship management.
(Albassami, F. Alqahtani, & Saleh, (2015).
1.3 Aims and objectives
Aim
To critically analyse Impact of relationship marketing to retain customers in the Air Line
Industry: A case study of British Airways.
Objectives
 To understand the concept of relationship marketing in the Air line industry.
 To analyse the tools and techniques used by Airline companies for marketing their
services.
 To evaluate the role of relationship marketing in British airways.
 To recommend the ways which will help British airways to make sound marketing
strategies.
1.4 Research questions
 What is the concept of relationship marketing in the Air line industry?
 What are the tools and techniques used by Airline companies for marketing their
services?
 What is the role of relationship marketing in British airways?
 What are the ways which will help British airways to make sound marketing strategies?
1.5 Significance of research
The present study is conducted with an aim of having knowledge about the relationship
marketing and its use in the field of airlines sector. The potential significance of the present

research is to have a proper insight on the use of relationship marketing. The study will also
throw some light on the current status of the aviations sector and the British airways. On conduct
a proper study on all the said aspects, several aims and objectives have been set according to
which the various phases of study will be taken into consideration so that entire scope of study
can be covered in it. In addition to this, the study has developed the framework in a way that has
given more opportunities for the research aspirants to have more study on the current topic
(Cohen, 2014). Besides this, it is apparent that the said theme of relationship marketing is
currently getting more relevance. It has emerged in the market at present as a tool which is
helping in retention of customer as well as in making new clients for the business firms. The
study made in the present research will help in understanding this process and also the way
through which the current study is made. Thus, this study will help in attainment of various
objectives set out for the research along with answering various questions that have been
discussed in the above section. ( ATUL, & MONA, (2015).)
1.6 Structure of the research
The research structure is a part in the research report which helps the reader to know
about the content of the study. The structure describes step by step process that will be followed
for the completion of research. Besides this, the structure is also helpful for the researcher to be
in right direction while following the research. The researcher can take it as a guideline to be
followed so that the study can be moved in a proper path. In addition to this, the structure will
also give a proper understanding to the reader about what each chapter contains about. The
present research will follow a particular format according to which its structure has been
designed in a following manner: ( Dean, D., Croft, R., & Pich, C. (2015).)
Chapter 1 Introduction: The first step of the research report is to introduce about the topic to the
readers so that they can have an understanding about the report and the subject on which the
entire research is based. The first chapter of study contains introduction part in which the
background of the topic is discussed along with a focus on what the report will contain. Further,
it talks about the rationale of the research according to which a discussion is made on the
purpose of report. Apart from this, in the stated section, the researcher develops aims and
objectives of the research which gives a proper vision about the report. In addition to this, the
section contains significance of research for various parties so that all concerned persons can
have appropriate knowledge about the research. ( H. Tsiotsou, R. (2013). )

Chapter 2 Literature review: This section of the research contains views and thoughts of various
scholars and authors about the chosen topic. Besides this, it gives a critical analysis of the entire
study on the basis of which various decisions can be made. Apart from this, it also involves the
discussion of various theories, models and approaches that can be applicable in context of chosen
topic. By having an improved focus on overall outcome of literature review the experts can
easily evaluate the impact of relationship marketing on success of business. In this, different
themes are being discussed to have better development of understanding. In addition to this, it
can be said that theories related to CRM and relationship management has been discussed in
order to have sustainable development. It will assist in understanding relationship aspects for
better development of strategies. Moreover, literature review section has also provided
information related to advantages of relationship marketing so that better opportunities can be
created in the market.
Chapter 3 Research methodology: The research methodology section of the research report
contains information about the way in which the present research has been carried out. As per
this section, the report discusses various tools and methods which have been used for collecting
the data. Further, here the discussion is made on the design and approach of research so that the
reader can have knowledge of the particular way adopted for study. Besides this, a discussion is
done on the way through which data is collected and the analysis have been made within the
study. Moreover, the last section in this chapter contains information about the limitations and
ethical considerations that have been followed in the research. ( Khojastehpour, M., & Johns, R.
(2014). )
Chapter 4 Data analysis: This section is a crucial part of the research process in which the data
collected for studying the topic is studied in an appropriate way. This section may deal with the
data by adopting the qualitative or quantitative analysis on the basis of which, the way of
studying the data is followed. It contains various statistical tools, graphs, charts, tables and
figures as well to describe the study in detailed manner as per the need of analysis.
Chapter 5 Conclusion and recommendation: The final chapter of the research report contains
the conclusion and recommendation in which the findings from the entire report is discussed. In
this section, the report discuss about the various things which have been discovered from the
report. Apart from this, the said part also contains different recommendations that are made on
the basis of issues pointed out in the report.

1.7 Plan and procedure for the research
Activities for
research
1st
Wee
k
2nd &
3rd
Week
4th
Wee
k
5th
& 6th
Wee
k
7th
Wee
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8th
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9th
Week
10th
Wee
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11th
Wee
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12th
Week
Introduction
Literature
Review
Secondary Data
collection
Examination
Research Design
Research
Methodology
Collection of
Primary Data
Data Analysis
Conclusions and
Recommendatio
ns
Remaining
work
Draft
Submission

CHAPTER 2 LITERARTURE REVIEW
2.1 Concept of relationship marketing in airline industry
The marketing is a function where goods and services are introduced among the
customers. The companies use this process so that they can establish themselves in the market as
a recognised brand. It includes various strategies of advertising, sales promotion and delivering
products and services to the customers. According to Paulssen, Roulet and Wilke, (2014) In this
concept of marketing a new thought has also been induced in recent years which is related to
relationship marketing. In this type of marketing, the major focus is based on making good
relations with the customers through various techniques so that they can be retained within
company. The idea behind the relationship marketing is to make terms with the customers to
retain theme for a long duration on the basis of trust and commitment between both parties. The
said marketing has emerged in present market with more focus on maintaining a sound and close
relationship with customers in every sector (Dixon, Martinez and Martin, 2015). The relationship
building is a concept that helps in managing a business with a new vision of saving time and use
it in building significant relationships with the clients so that they can be turned in to valuable
customers that are brand loyal. In this scenario, airline companies are also involved with same
efforts as other industries. The airlines is a service based industry which tries to give high quality
services to its clients through different efforts. The cited sector has emerged in the field of
marketing aggressively in the recent years so as to attain the competitive advantage. In the views
of Huang and Rundle-Thiele, (2014),serving customers with superior facilities and maintaining
strong relationships with them is a key driver that helps in gaining better position in market along
with competitive advantage. The competition has increased to a fierce level where each
organisation tries to give the services to the level best with different aspects. In such condition,
innovative mind and satisfied customers are the major components who can help in development
and success of business firms. The customers have a large choice to switch over the brands in
search of better services because of which the concept of relationship marketing has got more
relevance in all sectors. ( Rojas-Méndez, & Vasquez-Parraga, (2015).
As per the view of Huang and Rundle-Thiele, (2014), it can be said that by having an
improved focus on diverse tactics the issues can be resolved in order to meet objectives. It has
been noticed that promotional tools are being employed by management in order to have

sustainable development of brand image in the market. In addition to this, it can be said that by
having an effective consideration of diverse values in regard to the management approach the
overall productivity can be advanced. Along with this, pricing methods consideration is also
significant to consider so that long term opportunities can be advanced effectively. Total quality
management system can also be employed in order to ensure that business firm is having
sustainable opportunities. Work productivity can be advanced in order to meet key goals and
objectives. Such measures allows to have day to day communication with members and
customers so that strategies formation can also be referred in desired manner.
According to Akbari, Kazemi & Haddadi, (2016), businesses are focused towards
application of CRM in order to have sustainable development so that goals and objectives can be
accomplished effectively. In addition to this, it can be stated that CRM is referred as practice
which assist in interacting with customers for effective identification of needs. It also advances
the incorporation of technology so that work quality can be improved. It has been witnessed that
application of CRM is also beneficial to enhance the sales and customer interaction so that
business can have impressive level of success. Blumberg, Cooper & Schindler, (2014) has stated
that CRM is method which allows to have sustainable better relationship with customers. Along
with this, regular basis meetings is also being considered as critical aspect in order to have better
opportunities in the competitive market. Under marketing, CRM runs campaigns in order to
generate leads. Also, it helps in gaining idea about the needs and wants of customers from which
appropriate products can be offered to end users. It indicates that business can have better growth
by having an application of regular interaction activities the business firm can have better
opportunities in the market.
2.2 Theories related to CRM and relationship marketing
There are various theories related to relationship marketing which has emerged from the
economics. Several approaches have been developed on relationship marketing that are based on
exchange concept. Siems, (2013) has stated that the concept of relationship marketing helps in
creating an approach which can help the organisation in retaining of customers. This is a new
concept which highlights the relationship of marketing with customers in increasing the brand
value and productivity of the company. In this sense, there is an approach of Inter firm
relationship marketing in which a firm to firm relationship is featured. In this relationship, a
multiple level of relationship with multiple interactions between people is depicted which shows

several drivers who impact the performance on inter firm basis. The theory of inter firm
relationship marketing is based on various types of bonding that that can help in deciding various
key information and discovering all those opportunities which can help in enhancement of profits
(Hollensen, 2015). This model describes the theory which is developed on the basis of various
relational drivers that are helpful in understanding the relationships that can exist between
various firms. Apart from this, it also attempts to make a study on various effects that may be
laid on assorted factors as a result of these interactions. ( Sarmento, Farhangmehr, & Simões,
(2015). In addition to this, it can be said that inter firm relationship is all about maintaining
relation and having communication with internal factors. It means in order to improve
communication between management and employees is referred as one of key aspect. It allows
to maintain the long term sustainability so that better opportunities can be attained.
Diagram 1: MIS relationship model
Another theory in this context is related with the interpersonal relationship marketing
which is adopted by most of the industries. Christopher, Payne and Ballantyne, (2013). opined
that the the theory of interpersonal RM suggests that there are various impacts of relationship
marketing on the performance level. All these impacts are mostly dependent on a level of trust

and commitment between customers and business firms. This concept mainly reflects that by
allowing the customers to give response and feeling of gratitude towards then services provided
to them can help in establishing a long term relationships. Moreover, Peck and et.al., (2013) has
said that this feeling among the customers can be generated only through better performance and
quality services provided to the customers so that they can have the feeling of gratitude and
would like to repay it in the form of maintaining sound relationship with the firm. Thus, this
theory of marketing helps in turning an existing customer into a brand loyal client (Peck and
et.al., (2013). In addition to this, it can be stated that by having an appropriate consideration of
diverse values in regard to internal communication the issues can be resolved. By having an
appropriate consideration of marketing activities that allows to have better interaction with
customers. It helps in meeting the sustainability needs. Cohen, (2014), has contended that using
feedback system in direct sales is also beneficial to consider. Through application of methods the
business entity can have sustainable values in order to meet objectives.
Figure 1CRM system
Continuing with this sense, there is another theory of relationship marketing that is called
Multilevel relationship marketing. As per Cohen, (2014), this theory states that there can be
many types of relationships at various level for an enterprise like relations of an individual
customer with an individual sales executive or with entire firm, group of people having terms

with entire firm or group of sales persons etc. Thus, all these relationships help in impacting the
decision of making purchase at various levels. Thus, this theory entails that a loyalty of customer
is obtained through the efforts of a loyal sales person who attends the client in an impressive way
because of which he becomes a valuable customer for the company. Dean Croft & Pich, 2015)
has stated that CRM essentially helps in selling out products and hence developing positive
relations. Further, relationship gets stronger when products are delivered as per the desire. Also,
support helps in handling the queries of the customers along with providing effectual service. In
addition to this, it can be stated better relationship with customers can be developed using regular
basis interaction activities. In order to have sustainable development the needs of clients also
need to be referred effectively. It assist in improving overall process and lead business firm to
impressive level of success.
Cohen, (2014), has stated that by having an application of commitment-trust theory the
better aspects can be created in order to meet key goals and objectives. By having an application
of measures to build better trust is being taken into account. It has been witnessed that through
offering continuous interaction with members so that goals and objectives can be accomplished.
2.3 Significance of relationship marketing
The relationship marketing has a considerable importance in relation of product and
service based industry that helps in making sales of firms to be increased to a great level. In
context of airlines industry, this concept has attained a considerable importance as the
competition is increasing day by day. According to Samaha, Beck and Palmatier, (2014) the
companies who are dependent on the customers for achievement of growth and development
have to be very cautious and attentive so that they can take the benefit of any new opportunity
emerging in market before the rival firms. This recognition of any opportunity at right time helps
in the development of revenues for the organisation. This work is performed by enterprises by
having a deep analysis of the customers and their demands in the market. They make a study on
market to know the trends and demands of customers which can help them in knowing their
preferences so as to develop way which can help in fulfilling their demand. This type of activity
aid in coming up with innovative perspective in the market that can prove to be of profitable.
Koga, (2013) states that the concept of relationship marketing helps in development of the
networks for the business entity which later on develops in the form of recognised brand among
the customers at a large level. In relation to airlines industry, the top priority has become to

retain the customers at any cost for which a number of strategies are developed so that customers
can be provided with all comforts and necessities. Apart from this, the recent studies have made
it clear that mentioned sector have started giving more priority to retention of existing customer
in place of making new ones. The rationale behind this concept is that retention of customers can
be made by providing them high level of satisfaction (Lusch and Vargo, 2014). This improved
satisfaction level of customers can be easily promoted in the market. In addition to this, a
satisfied customer will definitely share his/ her opinion with other persons about the services
provided by the company which will have an impact on the decision of other customers as well.
Thus, it will help in marketing of the company for making new customer without making much
efforts for the new target market. According to Gentry, Macintosh, Stoltman and Wilson, (2014),
the various studies have shown that the cost of marketing with a target of making new customer
is much more than efforts made towards the retention of clients. With the help of retention of
customers, the airlines company will be benefited in a considerable way as the existing
customers would like to have a repetitive contact with the business. While on other hand, the
marketing in relation to new customers will be done from the words of mouth of present client.
Thus, in this way, it becomes clear that the organisations can have great advantages in the form
of relationship marketing. By having an effective application of cost switch system the business
firm can have better opportunities in the market. It has been noticed that consideration of
measures in regard to marketing can be advanced through sustainable development. if costing
measures are not appropriate then it will impact the overall working.
2.4 Customer retention and customer loyalty
The concept of customer retention and royalty is very important for every organisation
because without them the company cannot earn profits and succeed in competitive market.
Customer retention as refers to the activities and actions which are taken by the company to
reduce the number of customer defections. It is important to remember that customers retention
are the first contact for the company and continuous through out the entire lifetime of relation.
British airways company company will get the benefits to retain the customers for a long period
of time. As this company send more money to earn high revenue and rise the cost up to seven
times less than the customer acquisition. The company has to apply strategies and techniques for
the convenience of customers and these are.
 Set customer expectation

 Become the customer trusted advisor
 Build a strong relationship and trust with customers
 Use a social media to build relationship
British Airways company has to retain the customers when employees will provide the
quality of services and will retain a loyal customers who are engaged in making the profitable for
the business. Customer loyalty measures the success of organisation in making the long term
relationships with them. Customer loyalty have direct connection with the financial results of the
organisation. Customer loyalty can be measured in terms of two combinations which are
described as below.
Satisfied and disloyal customers – When British Airline company is providing services to
customer may be satisfied but may not be loyal due to many reasons such as; entrepreneur
customers, pressure from competitors and sometimes from the out dated suppliers.
Unsatisfied and loyal customers – In this customers are satisfied with the services of
company but they are loyal. There are many reasons such as lack of available options, improved
suppliers and customer inertia. If the customer loyalty breaks then it become difficult for the
company to maintain the strong relationship with them.
2.5 Customer defection
The customer defection is a term that can be understood as a failure of a business firm in
the field of its operations. This concept can also be understood as the opposite of customer
retention. Taylor, Bogdan & DeVault, (2015) opined that the customer defection depicts the
reduction of clients to a considerable number in which the diminishing value of relationship
marketing becomes apparent. As per this concept, it is necessary to understand the cause behind
reduction of customers for a particular organisation and reasons of their switching over to other
business firms. The strategies adopted to know about all these reasons will be helpful in making
a way to adopt useful tactics for maintaining the relationship with customers. After knowing
various reasons followed by switching over to other brands, the firms can have the knowledge of
there weak-points which are not able to satisfy the customers. In response of this, they can take
necessary steps which can help in making improvements in this regard. This will help in
developing the areas which can result into retention of customers instead of their defection.
According to Vaioleti, (2016), the defectors are those persons who are not the regular customers
of a firm and use to make infrequent purchase. It is evident that such customers have the more

tendency to switch over towards the other brands. This necessitates for the enterprise to make
strategies that can convert the existing consumers into frequent buyers with a preference over
other brands. As per the studies conducted on various customers to know the reason about their
switch over has revealed different factors which are responsible for their changing preference for
the other brands. Among these factors, customers have given importance to elements like prices,
quality of products and services, technology and also the variety or alternatives present in the
market. All of these factors have a great importance and in impacting the decision of buyers in
making purchase and changing their preferences for a particular product or service. From all the
said factors, it is clear that customers would prefer to have those services which are available in
market at a reasonable price (Vamsi Krishna Jasti & Kodali, 2014). The cost of product or
service which are greater than their budget will be directly ignored by them. Further, they always
prefer to have a quality service in all aspects. Therefore, in case of receiving better quality
service from any firm, they will switch over towards t hat brand easily. In addition to this,
Abeza, Reilly and Reid, (2013) has give the views that trend of using modern technology in
globalised times have become popular. The companies who provide their products and services
on the basis of latest technology are more preferable by the customers. Apart from this, another
factor which have an impact on the customers' demands is variety of services. It is evident that
there are many customers who like to have a variety in style of products and services. Therefore,
they switch over the products which are capable of giving differentiated services.
2.6 Benefits of relationship marketing
Relationship marketing with customer aims to create create customer loyalty and to
secure custom for a long period of time (Rojas-Méndez & Vasquez-Parraga, 2015). The
company invest large amount in making the large marketing programmes to make the successful
relationship with marketing campaign. Benefits of marketing relationship includes.
 Loyal customers will help the organisation to expand their business and by taking
recommendation form families and friends.
 Customer relationship marketing tends to identify those customers who are likely to
having the high value for the company.
 Loyal customers will try new products and services which are offer by the company
because they trust on organisation.

 Loyal customers will give the feedback and their views if they are not happy with the
services of British airways company. Through this the company will able to improve the
quality of products and services. They also try to fill the identification gap which are
arises in market and giving suggestion to organisation for making the strong relationship
with the customers (Salaberry & Comajoan, 2013).
 The customers will able to use those products and services even at a high prices which
are offer by the company.
 The customers who are satisfied with the services of company have become an effective
promoters because they share their experience with other and this create a new customer
for British Airways.
Relationship marketing will help the company to increase the marketing skills and to beat
their competitors. The marketing department of British Airways has to conduct time to time
market research to identify the requirements of customers which are changing from time to time.
Through the relationship marketing it help to develop the unique style and make strong the
position in global competitive market. Through this they can develop the trust among the
customers and confidently respond them regarding their issues which are facing by them. The
employees are implementing the effective relationship marketing strategy and it become
profitable to focus or shift from constantly trying to acquire new customers and to understand
about their behaviours and needs of existing customers (Samaha, Beck and Palmatier, 2014).
2.7 Interest of customer in context of airline services
In the present context, the airlines industry is operating in a highly competitive market
where it is necessary to have a innovative strategy that can help in making customers happy and
intact with the firm. In the views of Sarmento, Farhangmehr & Simões (2015) the organisation
under aviation sector are necessary to be developed and have a worldwide relationships so that
they can expand their market in better way with attainment of competitive advantages. When the
customers attain better service and improved satisfaction from any firm, they quickly switch over
to it. The customers always prefer to have a service that can provide better satisfaction to them at
a reasonable price. In context of airlines, there are various factors in this industry which needs to
be improved by the enterprise to provide satisfaction to the customers. These factors are charges
for the baggage, service delivered at airports, waiting rooms, cleanliness, frequency of flights,
comfortability, schedule of flights on the basis of connecting it from other airports etc. These

factors must be taken into consideration for framing various strategies to satisfy the clients. On
this basis, the airline industry can manage its activities and services to retain the customers
(Siems, 2013). Apart from this, by correct identification of all those areas that can result into
satisfaction of customers, the airline companies can develop their services. In this regard, the role
of relationship marketing increases to the great extent. The firms take help of their valuable
customers to get their feedback and suggestions sop that the level of satisfaction among the
clients can be monitored. In addition to this, there are lots of development in the field of
relationship marketing because of which the companies have increased their value and customer
base.
2.8 Impact of relationship marketing on British airways
The marketing on the basis of relationships is related with the retentions of existing
customers in a way that can impact the parties involved to achieve the desired objectives.
Samiee, Chabowski and Hult, (2015) has opined that in this concept, the relationship is
maintained by the party at various levels with number of stakeholders so that an overall benefit
can be attained. The British airways is one of the Europe's largest aviation group. The stated
organisation maintains the relationships with all the parties because of which it has attained a
substantial revenue with a a large number of loyal customers. For the mentioned entity, the
relationship marketing has helped in creation of win win situation where customers are put in the
central level. In the views of e Hasan & et.al., (2014) the customer loyalty can be termed as a
relationship with the client which is based on friendship and supportive attitude of the consumer
with the company so that his belief can be maintained at a strong level which can help in
retaining customers with the organisation in all situations. The cited enterprise manage the
customer relationship with the help of various models and theories along with sophisticated
technologies. The studies have revealed that the British airways is a company that operates in a
market who has a number of characteristics like over capacity, regulations of the government,
fierce rivalry and other influences. These factors induce the said entity to develop a strong
relationship with the customers so as to survive in a better way in the market (Kozlenkova &
et.al., 2015). In addition to this, the organisation has launched various strategies that can impact
its position in market along with the retention of customers. All these strategies have helped in
making customers more loyal towards the brand so that the organisation can manage its survival
in better way. In addition to this, the aforesaid entity has established various goals and objectives

to attain the profits. These objectives have been attained by the said firm with the help of
implementing the strategies. In relation to airlines industry, the top priority has become to retain
the customers at any cost for which a number of strategies are developed so that customers can
be provided with all comforts and necessities. Apart from this, the recent studies have made it
clear that mentioned sector have started giving more priority to retention of existing customer in
place of making new ones. MacInnis, Park and Priester, (2014) has stated that with the help of an
incorporated source of information is not only less costly to hold back, it also improves decision-
making reactivity and assist in the determination of cost diminution initiatives. The technologies
used in relationship marketing is also helpful in making the complex data simple so that it can be
easier for said company to manage its clients with a more focussed approach. Thus, there are
various impacts for the mentioned organisation as a result of relationship marketing that helps in
managing the business in better manner. Apart from this, it is a useful strategy of retaining
customers within business which helps the organisation in achieving the good position in market.
This has also opened up many gates for achieving better opportunities in market along with a
better approach of cost saving techniques (Hoppner, Griffith and White, 2015). Author has stated
that relationship management impacts directly to the overall working in diverse manner. With an
assistance of feedbacks and review the issues can be discussed effectively in order to ensure that
long term sustainability can be attained. It means existing employees satisfaction level can be
evaluated so that better strategies can be developed on the basis of that information. It assist in
building strong relationship and make sure that business is having better opportunities in the
market. In addition to this, it can be stated that relationship management can also be advanced
through using regular basis interaction.
2.9 Tools and techniques adopted by British Airways for relationship marketing
British Airways have adopted many tools and techniques for making the strong marketing
relationship with customers and to retain them for a long period of time. The relationship
marketing tools and techniques will help the organisation to run successfully in competitive
market. This company has offers a varieties of services to customers and the complexities of
management has to enhanced relationship marketing. These tools and techniques are as follows.
Networking – It is powerful relationship marketing technique. It does not only increase
the brand awareness but also it expand the potential customer base. As it is win-win strategies
(Paulssen, Roulet and Wilke, 2014).

Build a brand identity – A unforgettable brand will always attract the customers for a
long period of time. British Airways has strong brand identity then customers will wish to
become a raving fan.
Give the customer free information – British airways is providing the information
regarding the products and services that what they are offering to customers. Through this
customers are free to ask anything and the employees are given them an appropriate answer for
resolving their issues.
Loyalty rewards – To get succeed in relationship marketing, British airways is trying to
expand their traditional type of programmes (Rojas-Méndez & Vasquez-Parraga 2015). The
members of this company are cherishing their loyal customers and rewarding them. Through this
they are creating a perfect loyal programme and managing it like a tool.
Special events – British Airways are organising the special events for existing and new
customers and it is good way to build a strong relationship with them. Events can cover the to
share customer experience and many more. It is also an another way to say thank you to
customers for using these services.
Communicate often – Most of the relationship are depends upon the communication.
British Airways company is trying to make strong relationship with customers in terms of
effective communication. They are using social media, advertising to communicate with the
customers (Taylor, Bogdan & DeVault, 2015).
2.10 Conceptual Framework
It is a chapter that allows to have better understanding in regard to diverse standards and
tools which are beneficial to relationship. By having an improved focus on concept of
relationship marketing the issues can be resolved effectively and lead business firm to impressive
level of success. With the help of an incorporated source of information is not only less costly to
hold back, it also improves decision-making reactivity and assist in the determination of cost
diminution initiatives. The technologies used in relationship marketing is also helpful in making
the complex data simple so that it can be easier for said company to manage its clients with a
more focussed approach. The concept of customer retention and royalty is very important for
every organisation because without them the company cannot earn profits and succeed in
competitive market. Customer retention as refers to the activities and actions which are taken by
the company to reduce the number of customer defections. The cost of product or service which

are greater than their budget will be directly ignored by them. Further, they always prefer to have
a quality service in all aspects. Therefore, in case of receiving better quality service from any
firm, they will switch over towards that brand easily.

CHAPTER 3 RESEARCH METHODOLOGY
3.1 Introduction
Research methodology is a one of the essential part of the any research project. It is a
critical structure to examine various research tools and techniques. Research methodology
provide an effective structure to research their concerning topic. It helps to provide effective
research techniques which are helpful to generate useful information. Research methodology aids
in making fundamental fact and figures which means research report is laid on relevant facts and
information. In this part of research, discussion is made on tools and techniques which are used
in research project. Further, various tools and techniques will be applied for the effective
analysing. This also provide a clear guidance regarding the methods of research which should be
applied by the researchers. Techniques are more effective where as there are various kind of new
tools and methods which are more applicable in concerning research project. In this research,
various part of the research has been discussed and adopted by the researcher there is research
design, data collection, sampling tools, limitation, analysis of the research, philosophy of the
research will be discussed in this research report. Along with that, various legal considerations is
followed along with the whole discussion. Limitation, which would be taken in this research
project that are met while conducting the research program. ( Blumberg, Cooper & Schindler,
(2014). )
3.2 Research philosophy
The research philosophy is based on assumptions where organisation is a laid on such
presume. For the effective research process researcher need to focus on selection of tools and
philosophy. Which means researcher make sure to information is relevant and related to the
respected topic. The philosophy of research deal with the nature of research along with its source
so that the development of knowledge can be done accordingly. It helps to address beliefs and
assumptions of their concerning research project. Research philosophy is based on development
of knowledge where organisation is more reliable on that. It is a way to addressing future
assumptions and fact which create an impact on the organisation. Values and believes are based
on understanding in each research process so it is necessary to have selection of research

philosophy. In the research report each process comes on interpolations and those interpretation
is made from the current market situation. In this report proper research philosophy is provided
with allocation of methods so researcher can have outcomes that in proper manner. This also
provide guides in an appropriate way so researcher, with the help of all these will consider it in
budget process of business concern. The research philosophy has two sub parts one is positivism
and interpretivism. Where the positivism philosophy is mainly based on research about the
existing facts so that the end results can be linked with logical reasons. Along with that all
validated outcomes will be attained through the whole process of research. In this process there
are so many statistical tools will be used for the meeting quantitative research. In this type of
research universal facts and figures aid to determine perceptions and assumptions. This method
is extremely well organized which make high results and reliability. Interpretivism philosophy
approach is used by the researcher to give importance to hifs beliefs. It has further helped in
providing adequate justification for the research problem. This philosophy also assist the
researcher in highlighting real facts and figures as per the research problem. Researcher can also
take help of quantitative tools to analyse statistical research. On the other hand other one is
interpretivism which can help to provide integration to analyse the diverse approaches. In this
process researcher create differentiation between various approaches and setting up new facts.
The current study is based on Positivism philosophy, which can provide existing facts so that the
end results can be linked with logical reasons. It is based on quantifiable observation. This
research is help in factual data observation. In this type of research, the results can be obtained
in a better manner with the help of quantifiable results that are more reliable. This is essential for
accomplishing all pre-determined objectives and aims of the research (Brinkmann, 2014).
3.3 Research approach
This is next process of the research methodology. In this stage it is helpful for
conducting the committee appearance of study in a better manner. The present research topic is
very vast to analyse and also covers wide variations. In this research various issues as well as
some strength is also there. In this point researcher ensure deeper information related to the
concerning topic. Proper identification of research approach make researcher to achieve
objectives and pre-determined aims. As per this approach, this research approach is based on two
forms of the approaches. One is inductive and second is deductive. Whereas inductive approach
is based on testifying the aims and objectives of the research process. In this type of approach

researcher make observations to such research field and develop their areas if it is required. In
this research researcher can use existing theories, which would be applying in the research study.
This research pattern is helpful to provide viewpoints of researcher where they can improve the
concerning areas. On the other hand deductive approach is based on hypothesis techniques,
which can be helpful for applying suitable possibilities on research project. Researcher used
these techniques which provide accurate outcomes for reaching at conclusion point. In this
present report researcher used deductive approach where researcher is analysing hypothesis
techniques within this approaches. So researcher is generating aims and objectives which has
covered the entire issue of the research report. In addition to this, it can be said that selection of
inductive approach is appropriate because it allows to have understanding of nature of study. It
also assist in effective collection of data so that objectives can be accomplished. Further, this will
also help in identifying a clear picture for the readers in a way which is potential for them to
create an understanding of the topic. It is also helpful to provide suitable possibilities in research
project ( Bryman & Bell, (2014).
3.4 Research design
The research design is helpful to provide ways of execution. The research design is laid
on specific styles which would be of help to examine all investigations. The research design is an
appropriate manner to undertake all research process. It is more helpful in providing better
decision making situation. There are various type of research design, which have a numerous
characteristics. Such as descriptive exploratory, experimental, causal etc. Where the exploratory
research design is based on deep research on the respected topic. This type of research give
detailed explanation on the report (Taylor, Bogdan & DeVault, 2015). The descriptive type of
research is laid on facts and figures. In this research design, it does not involve any of
exploration of the related topic. On the other hand, experimental research design is consist of
scientific studies that involves in their research. This type of research is based on the experiments
which researcher have chosen in their report. In the present report, researcher used descriptive
research design where it is helpful to provide deep analysis with the help of available facts and
figures. In this methodology there are various data collection from the different sources along
with the various models and theories which are used in this research report. It is more helpful in
providing accurate manner to cover aims and objectives accomplishments. Apart from this report
cited research design is also aid to provide deep study about the concerning topic. It will also

help to provide better way to finding a solution for the current topic, which would be helpful to
achieving report objectives and aims. (Choy, (2014).
3.5 Research choices
In this stage research choice is affect to whole research process. Where researcher should
have to choose effective research. Research is a based on different kind of tools and techniques.
The research choice is selected methods of implications. Further, this selection gives significant
information on the subject so that better outcome can be attained effectively. Proper research selection is laid
on outputs where effective choose of respect project beneficial for the accomplishing results. In
research report all thing wire done in systematic manner. In present scenario, there are two
methods have been applied for the data collections and entire report. Most of the time
quantitative methods will be used in research project which can be concluded from the thematic
analysis. On the other hand qualitative or other one is quantitative. Where both are the methods
will lay more emphasis on subjective areas during the existing report. Whereas qualitative
method will help to understand the entire process and included some theoretical aspects and
models with the help of tools and techniques. In addition to this, it can be said that use of
qualitative methods allows to have collection of theoretical concept so that better understanding
can be developed in regard to subject. Qualitative research is concerned with exploration of
issues and understanding of phenomena. It provides answers to questions by analyzing and
making sense of unstructured data. Quantitative methods is may occur scientific methods which
may include graphs, Gantt chars etc. in present report is laid on quantitative method where it will
be helpful to analysis all Thematic approaches in right manner. Quantitative research refers to
systematic investigation of social phenomena with the help of statistical or mathematical
techniques. With the help of some quantitative methods researcher have to develop effective and
reliable outcomes. With the help of this strategic approach research generate better results and
fulfil above sated goals and objectives. (Silverman, (2016).)
3.6 Data collection
Data collection is most essential part of the any research project. It help to make proper
investigation on the respected project. Researcher ensue collected data should be reliable or
relevant which can be used in that research process. In this process data collection process is
based on two ways. One is primary data collection method and second is secondary data
collection method. Whereas primary method is based on survey, observation, questionnaires etc.

in this method data should be specific and first handed. ( Salaberry & Comajoan, (2013).) Which
are most important for the current project. On the other hand secondary data collection method is
based on some books, articles etc. In addition to this, it can be said that by reading books,
journals and diverse online sources the information is being collected in respect to the present
investigation. It allows to target the research problem and ensure that key aspects are being
refereed effectively. However, primary investigation information is collected at first time
through use of diverse techniques. In this research report researcher take both data collection
methods which are aid to providing effective information related to concerning project. Research
project is totally depend on information which are providing by the various data collection
source. Effective information is create a render impact on the researcher where effective
information is provide relevant or useful knowledge which can be aid to achieving high targets
and accomplishments. Combination of both the methods of data collection is generate proper
knowledge about the specific topic and more efficient for the applying pre determined tools and
techniques. ( Gast, and Ledford, 2014.) In present report researcher use questionnaire
approaches. Whereas with the help of questionnaire research can easily target large number of
audience and ask mentioned questions. In this research topic researcher majorly prepare one
specific questionnaire. To asking suitable question from the current public.
3.7 Selection of sampling method and size
The sampling is a process to identify targeting mangers. Mainly large number of
population is divided into small number of units so that they can be referred for study purpose.
Selection of sampling make the study more effective because it allows to understand the view of
whole organisation. It is necessary to divide them into smaller number so that they can be studied
in easier and effective way. In simple term it can be said that it is not possible to take large
number of people and make research so in that case selected people will be taken in that
procedure. It make more effective research to researcher and more manageable. (Reynolds and
et.al., (2014). It is necessary to adopt the right methodology of sampling to attain accurate
results. Sampling is based on whole research. There are mainly two types of sample selection
one is probabilistic and other one is non-probabilistic. As per the probabilistic method it provide
each respondent equal chance of getting selected for the current study purpose. Along with that
sample would be taken as randomly. On the other hand non probabilistic method provide only
give chance on selected respondent are selected on non-random basis. In addition to this, it can

be said that for the present investigation the probabilistic approach is being employed. In this,
sampling is collected on random basis which allows to have effective collection of data.
Selection of sampling method is appropriate because it allows every participant to have
appropriate consideration of standards.
In research report researcher take 100 employees of British Airways were approached to get on
research. Along with that researcher applied probabilistic methods where they filling
questionnaires to get information. It is very effective way to generate information. Because
probabilistic sampling methods is helpful to communicate only selected people which are
randomly chose. This way is very effective because researcher can’t take large number of
population at one time so they took only randomly people. ( Mackey & Gass, (2015)
3.8 Analysis of data
The research report is based on relevant data so researcher ensure data should be more
accurate and reliable. They properly analyse the whole data which are used in current research
report. The data analysis is performed on the data which are collected for the study purpose on
primary basis. This can be done from the qualitative methodology. Where this method is laid on
collected responses of respondents and on the other hand quantitative method is based on
research which can be reached out from the study. In present research, both methods will be
adopted to fulfil their all objectives and aims. Proper analysis of collected data is more effective
to the whole research project. In research report analysis will be helpful in understanding the
current status of research report. In addition to this, it represent the analysis of both the methods
including qualitative and quantitative and is more helpful to provide effective research analysis.
This would be of help to understand the current position in a better way (Neuman, (2016). In
addition to this, it can be stated that data is being collected through primary sources as well as
secondary data. However, in order to interpret the collected information the thematic approach is
being employed by the experts. On the basis of objectives and questionnaire, different themes are
being framed to present the data. It allows to have appropriate understanding of information so
that overall outcome can be advanced in desired manner. Data analysis will be accomplished
with a help of graphs or tables presentation. On the basis of different themes the data tables need
to be presented.

3.9 Validity and reliability
The validity and reliability are the two measuring factors in the field of research process
that helps in confirming the credibility of the study. The validity of the data and its analysis
along with entire research process is confirmed on the basis of validity scale. The validity of
research can be understood in the form of study methods that have been adopted in the right and
appropriate way with the help of credible measures on which the trust can be done. Thus, the
validity in the research is related with elements and resources used for the data analysis and other
measures. Apart from this another factor which is considered in the research area is reliability.
The reliability of the research can be checked with the help of various measures which can prove
that results obtained by applying various instruments or methods generate similar results each
time (Taylor, Bogdan & DeVault, 2015). If the results gained each time is same, then the
reliability of that research is high. While, if the results that are gained different each time on
application of tools and instruments can result in less reliability of the research. To measure the
reliability, various types of tests can be applied like test rates method, inter rater etc. the present
research has been conducted with the consideration of both factors. As per these factors, it has
been taken into consideration that all the information collected for the study purpose have been
retrieved from a reliable source. Apart from this the study have been done with valid measures so
that the results obtained can be relied upon. The present research has collected all the relevant
data from reliable source of books, journals and articles whose references have also been
presented. Apart from this, the primary data have been collected directly from the respondents by
contacting them on personal basis and by sending them mails for filling the questionnaires
(Bryman & Bell, (2014). Thus, the present research is both reliable and valid. Researcher take
reliable data where they identifying data, in this process research apply all tools and techniques
in data to identify suitable outcomes. If result is relevant from all these so that means data is
reliable. On the other hand validate data is comes from valid book sources and journals. So data
should be valid or more reliable.
3.10 Ethical considerations
The ethical considerations in the field of research have a lot of importance according to
which it is necessary that all the procedure undertaken for studying have been taken on an ethical
basis. The research process must highlight the ethical consideration so that it can be proved that
the study is completely undertaken in a right manner. The ethical consideration in the research

process means to collect the responses of participants in the ethical manner that means no
coercion or use of pressure has been done to gain their reposes. Further, all sources and studies
that have been mentioned in the study have been collected from the credible source (Blumberg,
Cooper & Schindler, (2014). In addition to this, it is necessary for the researcher to maintain all
the personal information collected from the respondents confidential. So, in case of need to
disclose any information, it is necessary to have a prior permission from them. The researcher
must ensure that no data have been presented in an exaggerated manner that can give any
misleading information to the readers. All the mentioned ethical considerations have been taken
into account in context of present research as well. In present report whole research is been sated
in ethical way. So in that situation everyone has behave cooperative and research easily generate
information. This thing only don with applying ethics in whole research.
3.11 Limitations
The limitations imply various factors that have acted as a limiting factor while
conducting the study. It is completely normal to have some limitations in conducting the
research, however, it must be tied to the level best that these limitations remain to minimum
extent (Mackey & Gass, (2015). The limitations can be faced in any stage like in framing of aims
and objectives, collection of data, implementation of the methodology for research, time, budget
etc. These limitations are necessary to be highlighted in the report so that the honest presentation
of the research can be done. In present research, the major limitation was faced in time and
collection of data. The time factor was less to complete this research due to which the research
have been performed on limited sample size. Thus, the results obtained have also shown the
responses based on limited people's views. Apart from this, data was collected from employees
of the British airways who are not easy to reach and have less time to spend on giving responses.
However, it has been tried to give well-formed research and interpretations from all aspects.

CHAPTER 4 DATA ANALYSIS
4.1 Introduction
The data analysis is a significant task that must be adopted for making a wider and deep
analysis of the topic so that the researcher can give an evidence of the conducted study and
researches. It is evident that the research analysis is done with the help of various tools that may
include either qualitative or quantitative measures. On the basis of these two methods, the
researcher must adopt the right tool that can help in covering the topic in right way. The nature
and relevance of study should not be avoided while conducting the research as it may result into
wrong interpretations and results. The present research topic on British airways has been
conducted with the help of qualitative research according to which the collected data through
questionnaire has been analysed. The qualitative research has been completed with the help of
thematic analysis where a common pattern has been identified among various factors and on this
basis, the interpretation has been made for each one. For a better understanding of the analysis
part, it has been supported with various tables, figures, graph and charts. All of them will help in
getting the better vision of the analysis and understanding in an easier way.
4.2 Data analysis- Questionnaire
Theme 1: Employees agree that the relationship marketing is to make terms with the
customers to retain them for a long duration on the basis of trust and commitment.
1) The idea behind the relationship marketing is to make terms with the customers to retain
them for a long duration on the basis of trust and commitment. Frequency Percentage
Strongly agree 40 40
Agree 30 30
Neutral 15 15
Disagree 9 9
Strongly disagree 6 6

Strongly agree
Agree
Neutral
Disagree
Strongly disagree
0
5
10
15
20
25
30
35
40
40
30
15
9
6
The idea behind the relationship marketing is to make terms with the customers to retain them for a long duration on the basis of trust and commitment.
Percentage
Findings and analysis: The above theme has focussed on clearing the meaning of relationship
marketing according to which a simple definition of it was presented before the employees. As
per this, their responses were demanded. As per this objective, the data has been collected in
which about 70% of the employees agree that the relationship marketing refers to the building
terms with consumers to retain them through trust and commitment. While in this notion, almost
15% of the staff of British airways is neutral which means there is a possibility that they are
confused on this concept or may have some other definition for them. Further, only 15% of the
workers have not given the response in favour of this fact and does not agree with this statement
defining the relationship marketing. In their opinion, the relationship marketing favours to a
much wider concept which must be addressed properly so that it can have a better focus on
customers.
Theme 2: The British airways give a high degree of significance to customers while making
corporate strategies.
2) The British airways give a high degree of significance to customers while making
corporate strategies? Frequency Percentage
Definitely 65 65
To some extent 22 22
Rarely 7 7
Can't say 6 6

Definitely
To some extent
Rarely
Can't say
0 10 20 30 40 50 60 70
65
22
7
6
The British airways give a high degree of significance to customers while making corporate strategies?
Percentage
Findings and analysis: The present theme has talked about the British Airways's corporate
strategy in which the staff of organisation have been asked about their major focus while
building the tactics. As per this, the above graph has depicted the responses collected from the
respondents which reveals that 65% of the workers are definite that while making any major
corporate strategies, the mentioned firm keeps its focus on customers' needs on foremost level.
Besides this, 22% of the staff out of 100, have a belief that enterprise does not fully focus on
customer for making corporate strategies but only to some extent. While on other hand, the 7%
of the staff believe that the said organisation rarely keep its focus towards the consumers' needs
at the time of making strategies. Similarly, about 6% of the employees in British airways have
given their views that they can't say anything clear about the focus of top level management
employees on customer's needs at the time of formulating the corporate strategies. Thus, it can be
said on the basis of majority employees' favour that the said airlines company keep their focus on
primary level at client's needs for making corporate strategies.
Theme 3: The adoption of relationship marketing technique helps in retaining existing
customers for your organization.
3) The adoption of relationship marketing technique helps in retaining existing
customers for your organization. Frequency Percentage
Strongly agree 44 44
Agree 30 30
Neutral 15 15

Disagree 7 7
Strongly disagree 4 4
44
30
15
7
4
The adoption of relationship marketing technique helps in retaining existing customers for your organization.
Strongly agree
Agree
Neutral
Disagree
Strongly disagree
Findings and analysis: The above pie chart and table shows the results that were obtained from
the employees of British Airways company in relation to the question asked about the adoption
of relationship marketing technique for retention of customers in the business. As per this, it has
been found that about 74% of the workers agree to this statement that with the help of effective
relationship marketing, the firm can attain the objective of retaining the existing customers for
organisation. They have agreed that the sound terms maintained with the customer's make them
loyal towards the company because of which they can be retained in the business for long terms.
On other hand, about 11% of the employees do not believe in this concept and they admit that
there are some other factors which are more responsible for the retention of customers like better
marketing, quality services, etc. on other hand, about 15% of the workers are neutral on this fact
and have not provided any considerable response for the question.
Theme 4: Quality service is the major requirement of customers regarding their need
satisfaction.
4) Which is the major requirement of customers regarding their need satisfaction? Frequency Percentage
Quality service 45 45
Reasonable Cost 15 15

Resolution of their grievances 30 30
Safety and security 10 10
Quality service
Reasonable Cost
Resolution of their grievances
Safety and security
0
5
10
15
20
25
30
35
40
45
45
15
30
10
Which is the major requirement of customers regarding their need satisfaction?
Percentage
Findings and analysis: The above analysis depicts the responses that have been collected from
the employees of British airways to which they have responded about the major need of
customers in regards of their satisfaction. As per the collected response, it has been found that
majority of employees where 45% of them favoured that availing quality service to the
customers is the foremost need of consumers for their satisfaction. After this, 30% of the workers
of British Airways have found that if the company resolves various grievances of the customers,
they feel more satisfied. However, 15% of the staff working in mentioned airways have told that
in their opinion, the reasonable cost and offers provided to the customers are more beneficial in
attracting them and giving more satisfaction to their urges. In addition to this, 10% of employees
believe that the high level of safety and security provided to the customers is a better tool that
give them high level of satisfaction from the services of airlines.
Theme 5: The focus on relationship marketing helps in making the brand recognizable among
customers.
5) The focus on relationship marketing helps in making the brand recognizable among
customers? Frequency Percentage
Strongly agree 30 30
Agree 50 50

Neutral 10 10
Disagree 6 6
Strongly disagree 4 4
Strongly agree
Agree
Neutral
Disagree
Strongly disagree
0 10 20 30 40 50 60
30
50
10
6
4
The focus on relationship marketing helps in making the brand recognizable among customers?
Percentage
Findings and analysis: The above theme has discussed over the significance of relationship
marketing in making a brand more recognisable among the consumers. As per this analysis, the
table and chart depicts that 80% of the workers agree that if the company focuses more on the
relationship marketing, it will be helpful in making the brand of organisation more recognisable
among the consumers. Apart from this, 10% of the employees have given their response in
negative way and have told that effective relationship building with the customers does not have
any significant role in making the brand more recognisable. There are some other factor which
contribute more towards the aim of making brand more recognisable. However, about 10% of the
workers have given their response in neutral way and does not give any considerable response
towards it.
Theme 6: With the help of effective relationship marketing, the organization can also make
new customers.
6) Do you think that with the help of effective relationship marketing, the organization can
also make new customers? Frequency Percentage
Definitely 66 66

To some extent 22 22
Rarely 7 7
Can't say 5 5
66
22
7
5
Do you think that with the help of effective relationship marketing, the organization can also make new customers?
Definitely
To some extent
Rarely
Can't say
Findings and analysis: The above theme has focussed over the role of relationship marketing for
an organisation towards making new customers. As per this notion, various responses have been
collected from the respondents. According to this, it has been found that 66% of the employees
working in the British Airways have accepted that the relationship marketing plays an important
role in making new customers. They have agreed that the through good terms with the
customers, the existing customers do the oral marketing of a firm due to which there are chances
that many new customers also get induced for taking services of an organisation. However, 22%
of the staff out of 100 have a belief that the role of relationship marketing is limited to some
extent in making new customers. On other hand, 7% of the staff have a view that this concept is
rarely helpful in this objective. 5% of the staff is that who is unsure about this belief and have not
given any particular response regarding this.
Theme 7: Employees agree that in relation to airlines industry, the top priority has become to
retain the customers rather than making new customers.
7) In relation to airlines industry, the top priority has become to retain the customers rather
than making new customers. Do you agree with this concept? Frequency Percentage
Strongly agree 54 54

Agree 26 26
Neutral 5 5
Disagree 10 10
Strongly disagree 5 5
Strongly agree Agree Neutral Disagree Strongly disagree
0
10
20
30
40
50
60 54
26
5
10
5
In relation to airlines industry, the top priority has become to retain the customers rather than making new customers. Do you agree with this concept?
Percentage
Findings and analysis: The above graph and table depicts the present condition of airlines
according to which it is evident that the in airlines sector, perception has been changed as
compared to previous times. As per the above analysis, it has been found from the collected
responses that majority of workers are agree to this fact that in present time, the focus of
company has shifted from making new customers to retaining the old and existing ones.
According to this concept, about 80% of the employees agree to this fact. Apart from this 5% of
the staff has given a neutral response in which they have not given a specific response towards
any side. In addition to this, the analysis reveals the response of remaining workers which
entails that 15% of the workers are disagree to this notion and still have a firm belief that the
company has the present focus on making new customers more as compared to focus on existing
ones.
Theme 8: Providing customers quality services strategy of British Airways firm to retain
customers is most helpful.
8) Which strategy of British Airways firm to retain customers is most helpful? Frequency Percentage

Providing customers quality services 40 40
Maintain customer's data to communicate about various offers 18 18
Providing useful information 18 18
Organizing loyalty reward programs 24 24
40
18
18
24
Which strategy of British Airways firm to retain customers is most helpful?
Providing customers quality
services
Maintain customer's data to
communicate about various
offers
Providing useful information
Organizing loyalty reward
programs
Findings and analysis: The Present theme has discussed over the strategy that is used by the
British Airways for retaining its customers. As per this analysis, it has been found that 40% of
employees favoured towards the quality services. They believe that the company's strategy to
give quality services to its customers is more helpful to it in retaining the customers. The 24% of
employees have told that the loyalty programme that is organised by the company has helped it
more in retaining customers. Besides this, 18% of the workers have given their view on this
according to which they have told that they keep a database of information about the existing
customers, which are used for communicating them about various offers and schemes. In
addition to this, 18% of the employees have believed that having communication timely with the
customers to give them useful information and suggestions will be more helpful in retaining the
customers with said business organisation.
Theme 9: British airways works on customer complaints seriously.
9) Does your firm works on customer complaints seriously? Frequency Percentage
Definitely 70 70
To some extent 21 21
Rarely 7 7

Can't say 2 2
Definitely
To some extent
Rarely
Can't say
0 10 20 30 40 50 60 70 80
70
21
7
2
Does your firm works on customer complaints seriously?
Percentage
Findings and analysis: The above theme has discussed over the British airways policy
according to which it has been discussed that how much the firm takes all complaints seriously
received from the customers. As per this analysis, it has been found that 70% of the employees
strongly favour that the mentioned enterprise use to take all the feedback and complaints of the
customers very seriously and positively. However, about 21% of the workers have given their
response that their company use to meet the customer complaints to some extent at the serious
level. In addition to this, out of 100 employees, about 7% of them have given their response that
the British airways rarely gives any response to the customer complaints in appropriate way.
About 2% of the workers gave their response in cannot say category according to which they
have told that they are not sure about the responses given by the organisation towards the
complaints sent by the customers.
Theme 10: working on consumers' grievances and complaints help in attaining customer
satisfaction.
10) Does working on consumers' grievances and complaints help in attaining customer
satisfaction? Frequency Percentage
Strongly agree 54 54
Agree 26 26
Neutral 5 5
Disagree 10 10

Strongly disagree 5 5
Strongly agree
Agree
Neutral
Disagree
Strongly disagree
0 10 20 30 40 50 60
54
26
5
10
5
Does working on consumers' grievances and complaints help in attaining customer satisfaction?
Percentage
Findings and analysis: The present table and graph has shown about the employees view over
the customer satisfaction through working on their complaints. As per the collected data, the
employees have given various responses. According to 80% of staff, they are in strong favour
that if the company takes all complaints and grievances of customers seriously and works on
them, it will definitely help in making the customers satisfied with the services of the mentioned
entity. Besides this, 5% of the workers have told that they cannot say anything in sure way about
this. On other hand,15% of the workers do not believe in this concept that by attending all the
complaints and feedbacks of customers, company can attain its objective of customer
satisfaction. Thus, the above analysis tells that majority of employees have favoured in the belief
that by resolving the customers' grievances, company can fulfil customers demands.
Theme 11: The role of relationship marketing is important in identifying the factors that can
satisfy the customer's needs.
11) The role of relationship marketing is important in identifying the factors that can
satisfy the customer's needs. Frequency Percentage
Strongly agree 30 30
Agree 50 50
Neutral 10 10

Disagree 6 6
Strongly disagree 4 4
Strongly agree
Agree
Neutral
Disagree
Strongly disagree
0
5
10
15
20
25
30
35
40
45
50
30
50
10
6 4
The role of relationship marketing is important in identifying the factors that can satisfy the customer's needs.
Percentage
Findings and analysis: From the above facts and figures in which there is a investigation on the
how the relationship marketing can able to understand the customer's needs so, they deliver the
products or service in effective manner. There are total 100 respondents are to be taken form
which 30 % people are strongly agree, 50 % are agree, 10 are neutral, 6 disagree and other
remaining totally strongly disagree. It has been interpreted and analysed that most of respondents
are agree with that the relationship marketing able them to understand the customer's desires is
about the 50 person are agree. Therefore, the company have to implement the marketing research
strategy in the target market so, they can effectively understand the customers viewpoints,
attitudes, taste and preferences. It able them to deliver the high-quality of products as per the
customers expectation due to which there is an increase in sales.
Theme 12: Making large number of loyal customers is the major benefit of relationship
marketing for British airways.
12) Which is the major benefit of relationship marketing for British airways? Frequency Percentage
Making large number of loyal customers 50 50
Brand recognition 14 14
To get suggestion from customers for making improvements 13 13
To increase the customer base 23 23

50
14
13
23
Which is the major benefit of relationship marketing for British airways?
Making large number of loyal
customers
Brand recognition
To get suggestion from
customers for making
improvements
To increase the customer
base
Finding and analysis- From the above facts and figure that are presented in above table and
charts to know that the large number of is beneficial in the relationship marketing in the British
Airways. Therefore, the most highest is a customer loyalty that is 50%, 23% respondents said
that increase in customer base is most beneficial in relationship marketing. Thereafter, 14% said
that brand recognition is benefits and after that 13 % can said that to obtain suggestion from
customers from improvement in marketing. It has been interpreted and analysed that making a
large number of loyalty customer relationship is benefits in the relationship marketing that is
about 50%. Therefore the most of the organisation have to understand the customers and
according to which they provide them various products or services. It can be possible through
provide the various benefits offer on time and set the prices in that manner so, that every group
of customer can enjoy these benefits in most effective manner.
Theme 13: In absence of effective terms with customers, they can switch over other brands
13) In absence of effective terms with customers, they can switch over other brands. Frequency Percentage
Definitely 70 70
To some extent 21 21
Rarely 7 7
Can't say 2 2

Definitely
To some extent
Rarely
Can't say
0 10 20 30 40 50 60 70
70
21
7
2
In absence of effective terms with customers, they can switch over other brands.
Percentage
Findings and analysis: From the above facts and figure that are shown in the table, graphs and
charts in which it able the information from the 100 respondents. It facilitate the information in
which they know the absence of effective terms with customers, they can switch over other
brands. Thus, 100 respondents are to be taken into consideration in which the highest 70% say
definitely the absence of effective terms with customers, they can switch over other brands. The
other respondent are the 21% say that there are some extent through the absence of effective
customers can switch over the other company's brands. Thereafter, 7% says it happens rarely and
other remaining 2% cant say anything on that particular topic. It has been interpreted and
analysed that the company have to maintain a close relationship with their customers so, they can
feel happy and confident at the time of purchasing their products. For this, they have to make
interaction through e-mails, messaging, chatting and upload video on social websites.
Theme 14: The significance of relationship marketing is more than other strategies of
business for retaining customers.
14) The significance of relationship marketing is more than other strategies of business for
retaining customers. Frequency Percentage
Strongly agree 30 30
Agree 50 50
Neutral 10 10
Disagree 6 6
Strongly disagree 4 4

Strongly agree Agree Neutral Disagree Strongly disagree
0
10
20
30
40
50
60
30
50
10 6 4
The significance of relationship marketing is more than other strategies of business for retaining customers.
Percentage
Findings and analysis: From the above facts and figures that are mentioned above table, figures
and charts in which the researcher able to understand the importance of relationship marketing is
most effective than the other marketing strategies of company for the purpose of retain the
customers. Therefore, the most highest respondent is 50% among the 100 % respondents in
which they said that the marketing relationship is most effective than the other marketing
strategies of company for the purpose of retain the customers. Thereafter, 30% respondent said
that they are strongly agree with that the relationship marketing is more effective tool than any
other marketing strategies. 10% respondents are neutral, 6% disagree that their other marketing
strategies are more effective than the relationship marketing and other remaining said that 4%
they are strongly disagree. The conclusion is made that the company have to make regular
contact with the customers that able them to increase sales in most effective manner.
Theme 15: Company needs to make some improvements in the strategies for relationship
marketing to some extent.
15) Do you think that company needs to make some improvements in the strategies for
relationship marketing? Frequency Percentage
Definitely 39 39
To some extent 44 44
Rarely 10 10
Can't say 7 7

39
44
10
7
Do you think that company needs to make some improvements in the strategies for relationship marketing?
Definitely
To some extent
Rarely
Can't say
Findings and analysis: The theme has taken the subject of relationship marketing for which, the
question has been asked to the employees of British airways about the need of making
improvements. As per this analysis, it has been found that 44% of the workers believe that the
organisation is in need of making some improvements in the strategy of relationship marketing.
As pert this, the firm can do some minor changes and strategy formulation to have a better
outlook for the relationship marketing. Apart from this, 39% workers also agree that there is a
definite need of making improvements in the relationship marketing strategy so that the company
can have a better performance. About 10% of the staff have given their view that it rarely needs
any improvement in the current strategies of relationship marketing. However, 7% of the
workers are not sure about it.
Theme 16: Addressing customer's feedback must be developed by British airways for improved
relationship marketing.
16) In your opinion, which strategy must be developed by British airways for improved
relationship marketing? Frequency Percentage
Improved database for keeping records of customers 38 38
Increasing networks and links 15 15
Better marketing practice for brand recognition 7 7
Addressing customer's feedback 40 40

Improved database for keeping records of customers
Increasing networks and links
Better marketing practice for brand recognition
Addressing customer's feedback
0 5 10 15 20 25 30 35 40 45
38
15
7
40
In your opinion, which strategy must be developed by British airways for improved relationship marketing?
Percentage
Findings and analysis: The above analysis have made an overview about the employees' belief
regarding the best strategy that must be developed by the organisation to have a better response
of relationship marketing. As per this view, about 40% of the workers have told that if the
company makes some concrete strategies regarding the customer's feedback addressing, then,
this will be an important step towards the improvement in the relationship marketing. In this
regard, 38% of the employees have given their views that by keeping a database of information
about customers for making better relation and personalised communication, this strategy will
be of great help. On other hand, 15% of workers have agreed that by making wide networks and
links with different parties will help in making the relationship marketing a better approach in
profitability of the said company. Apart from this, 7% of the employees believe that by adopting
better practices of marketing, the company will have a better response of the customers and it
will be a more beneficial approach towards the relationship marketing.

CHAPTER 5 CONCLUSION AND RECOMMENDATION
5.1 Conclusion
On the basis of above study, it can be concluded that by having an improved focus on
relationship management the issues can be overcome in desired manner. Competition in this
present world is high and thinking of gaining the competitive advantage and it is tough for firms
to make that advantage by just merely selling the product. So in addition what firms are doing is
they have to engage in different strategies which will help them to make their base strong. By
having an application of diverse methods like meeting facilitate in effective development of
activities. Regular basis interaction with members is also significant to consider because it assist
in make sure that long term goals and objectives can be accomplished effectively. Secondary
sources investigation indicates that Aviation industry has been the major factor in uplifting the
scenario of relationship marketing and mostly used marketing in this industry is this only. This
research will analyse the impact of relationship marketing in British airways and how airline
industry is using tools and techniques apart from relationship marketing in order to survive in the
market. It has been noticed that number of businesses are focused towards application of
relationship management tactics in order to ensure that goals and objectives are being
accomplished effectively. In addition to this, it can be stated that for better relationship
management the businesses are effectively concerning CRM as critical aspect.
Along with this, primary data collection interpretation also presented that through
building better relationship with customers the business firm can build trust. It allows business
firm to attain better opportunities in the market. With an application of diverse methods the
issues are being overcome in desired manner. CRM is referred as factor that helps in building
better relationship through having regular basis communication and make sure that long term
sustainability can be advanced. As same the British Airways can also have advancement in
operations by having use of CRM. It will allow to understand the need of employees as well as
customers so that better opportunities can be created. Moreover, analysis of both primary and
secondary information also reflects that relationship marketing helps in creating an approach
which can help the organisation in retaining of customers. This is a new concept which
highlights the relationship of marketing with customers in increasing the brand value and
productivity of the company. In this sense, there is an approach of Inter firm relationship

marketing in which a firm to firm relationship is featured. Employees agree that the relationship
marketing is to make terms with the customers to retain them for a long duration on the basis of
trust and commitment. According to primary analysis, British Airways employees are well
satisfied with the current state of trust and commitment shown by organisation. It helps in
advancing the morale and make sure that proper relationship aspects are maintained in order to
lead business towards impressive level of success. However, few of employees also stated that
company can have improvement in relationship marketing standards in order to advance the
customer retention. It assist in leading business towards impressive level of success and make
sure that relationship with customers can be advanced effectively.
Moreover, British airways give a high degree of significance to customers while making
corporate strategies. It clearly indicates that through employing better opportunities in the market
the business firm the success level can also be advanced. With an application of interpersonal
RM suggests that there are various impacts of relationship marketing on the performance level.
All these impacts are mostly dependent on a level of trust and commitment between customers
and business firms. This concept mainly reflects that by allowing the customers to give response
and feeling of gratitude towards then services provided to them can help in establishing a long
term relationships. Moreover, this feeling among the customers can be generated only through
better performance and quality services provided to the customers so that they can have the
feeling of gratitude and would like to repay it in the form of maintaining sound relationship with
the firm. It assist in meeting key goals and objectives so that long term sustainability can be
attained. According to analysis of primary outcome, building relationship assist in understanding
values. It helps in effective designing of strategies for continuous improvement in business.
Majority of employees has stated that they are definitely sure that British airways give a high
degree of significance to customers while making corporate strategies. Along with this, adoption
of relationship marketing technique helps in retaining existing customers for organization. It
leads business firm to impressive level of success for sustainable opportunities in the market.
Most of employees of British Airways states that use of communication methods is beneficial for
better opportunities in the market. With an assistance of this, long term goals and objectives can
be taken into account by having application of methods that build trust.

In addition to this, it can be stated that quality service is the major requirement of
customers regarding their need satisfaction. By having an application of quality services the
better satisfaction can be offered to customers. It leads business firm to impressive level of
success in order to meet objectives. With an application of measures the issues can be overcome
in desired manner. Above analysis indicates that the organisation under aviation sector are
necessary to be developed and have a worldwide relationships so that they can expand their
market in better way with attainment of competitive advantages. When the customers attain
better service and improved satisfaction from any firm, they quickly switch over to it. The
customers always prefer to have a service that can provide better satisfaction to them at a
reasonable price. In context of airlines, there are various factors in this industry which needs to
be improved by the enterprise to provide satisfaction to the customers. Primary information also
indicates that providing customer’s quality services strategy of British Airways firm to retain
customers is most helpful. By having an application of diverse standards the issues can be
overcome in desired manner. Improvement in service quality advances the satisfaction level
which assist in meeting objectives. Relationship management advances interaction which assist
in meeting developing better strategies so that long term sustainability can be advanced.
5.2 Recommendation
According to study, it can be recommended that for better relationship management the
British Airways can focus on adopted many tools and techniques for making the strong
marketing relationship with customers and to retain them for a long period of time. The
relationship marketing tools and techniques will help the organisation to run successfully in
competitive market. This company has offers a varieties of services to customers and the
complexities of management has to enhance relationship marketing. With an application of
diverse methods and standards the business firm can easily deal with the issues. For example,
company can have changes in its process so that interaction among members and customers can
be advanced. It will assist in building trust and make sure that objectives are accomplished
effectively. By having an improvement in networking values the British Airways can have
advanced customer relationship. It is powerful relationship marketing technique. It does not only
increase the brand awareness but also it expand the potential customer base. Various
communication tools are present in the market which can be referred for sustainable

development. With an application of measures like improvement in service standards can also
advance customer interaction. For example, by having an application of email and customer tele
support the issues can be identified. It also assist in offering better services and ensure that goals
and objectives are being accomplished effectively. In order to have sustainable opportunities the
business firm must ensure about continuous improvement in tools employment.

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APPENDICES

Questionnaire
Name
Age
Designation
1) The idea behind the relationship marketing is to make terms with the customers to retain
them for a long duration on the basis of trust and commitment.
Strongly agree
Agree
Neutral
Disagree
Strongly disagree
2) The British airways give a high degree of significance to customers while making corporate
strategies?
 Definitely
 To some extent
 Rarely
 Can't say
3) The adoption of relationship marketing technique helps in retaining existing customers for
your organization.
Strongly agree
Agree
Neutral
Disagree
Strongly disagree
4) Which is the major requirement of customers regarding their need satisfaction?
 Quality service
 Reasonable Cost
 Resolution of their grievances
 Safety and security
5) The focus on relationship marketing helps in making the brand recognizable among
customers?

Strongly agree
Agree
Neutral
Disagree
Strongly disagree
6) Do you think that with the help of effective relationship marketing, the organization can also
make new customers?
 Definitely
 To some extent
 Rarely
 Can't say
7) In relation to airlines industry, the top priority has become to retain the customers rather
than making new customers. Do you agree with this concept?
Strongly agree
Agree
Neutral
Disagree
Strongly disagree
8) Which strategy of British Airways firm to retain customers is most helpful?
 Providing them quality services
 Maintain customer's data to communicate about various offers
 Providing useful information
 Organizing loyalty reward programs
9) Does your firm works on customer complaints seriously?
 Definitely
 To some extent
 Rarely
 Can't say
10) Does working on consumers' grievances and complaints help in attaining customer
satisfaction?
Strongly agree

Agree
Neutral
Disagree
Strongly disagree
11) The role of relationship marketing is important in identifying the factors that can satisfy the
customer's needs.
Strongly agree
Agree
Neutral
Disagree
Strongly disagree
12) Which is the major benefit of relationship marketing for British airways?
 Making large number of loyal customers
 Brand recognition
 To get suggestion from customers for making improvements
 To increase the customer base
13) In absence of effective terms with customers, they can switch over other brands.
 Definitely
 To some extent
 Rarely
 Can't say
14) The significance of relationship marketing is more than other strategies of business for
retaining customers.
Strongly agree
Agree
Neutral
Disagree
Strongly disagree
15) Do you think that company needs to make some improvements in the strategies for
relationship marketing?
 Definitely

 To some extent
 Rarely
 Can't say
16) In your opinion, which strategy must be developed by British airways for improved
relationship marketing?
 Improved database for keeping records of customers
 Increasing networks and links
 Better marketing practice for brand recognition
 Addressing customer's feedback