Tourism Management Project: Customer Service and Competitive Advantage

This research proposal, a project for Tourism Management (BM 107-40), investigates customer service quality and satisfaction in the airline industry to determine how airlines like Virgin Airlines and British Airways can gain a competitive advantage. The study aims to evaluate customer service, measure customer satisfaction, and suggest improvements for both airlines. The project includes a literature review on customer service, service quality dimensions, and competitive advantage strategies. The research methodology involves an interpretivism philosophy and an inductive approach. The study's significance lies in identifying factors that enhance airline performance and sustain customer satisfaction, ultimately leading to a stronger competitive position in the market. The proposal outlines research objectives, questions, and the importance of the project, emphasizing the need for understanding customer behavior and adapting to market changes. It also delves into the impact of customer satisfaction on competitive advantage, the importance of quality services, and the methods used to gain a competitive edge.

Tourism Management Project BM 107-40
Research Proposal
To evaluate the quality of customer service and
satisfaction for gaining competitive advantage
A case study based on luxurious airlines
Virgin Airlines and British Airways

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
..........................................................................................................................................................3
RESEARCH AIM, OBJECTIVES AND QUESTIONS.................................................................4
Research Aim .............................................................................................................................4
Research Objectives....................................................................................................................4
Research questions......................................................................................................................4
FACTORS CONTRIBUTING TO RESEARCH PROJECT SELECTION....................................5
PRELIMINARY LITERATURE REVIEW....................................................................................6
RESEARCH METHODOLOGY.....................................................................................................9
Overview.....................................................................................................................................9
Research philosophy...................................................................................................................9
Research approach......................................................................................................................9
Research design...........................................................................................................................9
Data collection method.............................................................................................................10
Sampling...................................................................................................................................10
Data analysis.............................................................................................................................10
Ethical considerations...............................................................................................................11
REFERENCES..............................................................................................................................14

INTRODUCTION
Customer satisfaction is a priority for each and every business organisation. They need to ensure
that they are able to cater the needs of people in a way that keeps their cost under control while
delivering higher quality of products. In the airline industry, it is vital to serve people in a proper manner
as this enables companies in ensuring that clients are repeating their service usage (Öztüren and et. al.,
2017). This is the reason why they are required to train their staff with the best techniques to enhance
their skills set. There are various methods like on the job and off the job which are used to demonstrate
people as how they can do things in an efficient manner. This research proposal is based on two
luxurious airlines that are operating in the United Kingdom. These days there are very few companies
which are offering high cost airlines services to consumers (1st class services). It will focus on the ways
which are used by companies to enhance their customer service delivery quality and satisfaction. This
research will state about the method which these airlines can use to boost their service quality and attain
higher level of competitive advantage in the market. This study will state about research aim and
objectives, literature review on set objectives and research methodologies used in completing the
investigation.
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RESEARCH AIM, OBJECTIVES AND QUESTIONS
Research Aim
This report aims “To Evaluate the quality of customer service and satisfaction for gaining
competitive advantage. A case study based on Luxurious airlines, Virgin and British Airways”.
Research Objectives
To be specific, some of the research objectives of present study are given as below:
 To determine the importance of qualitative customer delivery and satisfaction
 To measure ways which will aid company in attaining competitive advantage
 To evaluate the impact of customer satisfaction on British Airways and Virgin Airlines to gain
competitive advantage in market
 Recommending ways that can be used by both companies for improving their competitive edge in
the market
Research questions
 How the importance of quality of customer service delivery and satisfaction can be measured?
 What measures can be used by companies to gain competitive advantage over market forces?
 How quality of customer service delivery and satisfaction can affect the competitive advantage of
British Airways and Virgin Airlines? What can be the other ways that can be used by companies to gain competitive advantage in the
market?
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FACTORS CONTRIBUTING TO RESEARCH
PROJECT SELECTION
What is the research issue?
The research problem is something for which whole study is being conducted. The core issue
here is service delivery quality and customer satisfaction. This research work will also measure the ways
which will enable organisation in attaining better competitive advantage in market (Strom, 2017).
Basically, Virgin Airlines and British Airways need to prepare themselves for facing a highly uncertain
future.
Why is it an issue?
The mentioned issue is a problem as it is important for companies to identify the need to maintain
customer service delivery quality and satisfaction to gain competitive advantage in the market
(Theodore, Theodore and Syracuse, 2017). If this problem is solved in a proper manner, then both the
airline companies will be able to grow.
What could this research highlight?
This research work will describe regarding those factors that play a significant role in enhancing
the performance of two airlines companies i.e. Virgin Airlines and British Airways (Wilson, 2017).
Basically, delivering qualitative services and maintaining the customer satisfaction will bring better and
higher level of competitive edge to the organisation.
Significance of research
This research work has a huge level of importance at its peril. If it is completed in a proper
manner, then the organisation will be able to attain higher and better competitive advantage over market
forces. It is essential for both airline operators to deliver services as per the requirements so that they can
satisfy needs of customers (Winer, 2017). Once the end users are satisfied, it is important for British
airways and Virgin airlines to keep on adapting to the changes so that they can deliver better services to
consumer which will keep them satisfied. The research work will assist organisations in finding ways to
enhance the competitive advantage and maintain it for long term.
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PRELIMINARY LITERATURE REVIEW
It is a vital part as it focuses on the research project that must be done for attaining better results.
This is the part of report which is used by researchers for developing an effective argument on the factors
and variables that are mentioned (Wood and Jang, 2017). This is completely based on past results and
assist organisation in finding out the best outcome. In this report the researcher is trying to find out the
importance and impact of customer service delivered and satisfaction on Virgin Airlines and British
airways competitive advantage. Various sources have been used to collect data and analyse the benefits
of stated variables to organisation.
Importance of quality of services in customer satisfaction
Services are based on various dimensions which affect the quality of any Delivery. As stated by
Rhandir (2012), these are reliability, sensibility, accessibility, politeness, communicability, credibility,
safety, understanding as well as consumer commitment and tangibility. It is essential for deriving
customer satisfaction. Quality in services helps in gaining high customer satisfaction in the following
ways-
Builds consumer loyalty- Quality services play a major role in satisfying customers. This helps
in building their loyalty towards company. In airline industry, quality in services is necessary to survive
in highly competitive market. So, maintaining it is very important to be different from others. Consumers
will become loyal towards a brand only when they feel satisfied after taking services from them.
Reduces negative word of mouth- If an entity will provide quality services and maintains the
standard with every consumer, then chances of negative publicity reduces. If a consumer is happy with
the services, then it is obvious that they will suggest the same to others. The people can develop positive
image in their mind which is helpful for companies in making sure that they repeat their behaviour again.
Retains existing customer- It also plays a vital role in retaining existing customers. If they will
get what they want from company, then they will not think about switching with other service providers.
It will also help in inviting new customers which may lead to financial gains to that organisation. The
consumers are delighted when they receive better services and products.
Pleasure in spending money- When consumers are satisfied, they feel happy to spend money for
that service. They will not mind paying heavy prices if they are getting quality services in return. This
may give benefit of price fluctuation to that entity.
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Ways that assists in achieving competitive advantages
Every business, whether small or large needs to achieve competitive advantages to make
themselves different from others. According to Beck (2011), it is essential for achieving organisational
goals. To attain such advantages, following measures are required:
Understand your customers- It is essential to know the consumers well because they are the end
users of products and services. Studying their behaviour will help in identifying their tastes and
preferences. This will assist in providing services as per their demands. If they will get what is required,
then they will be more satisfied, and this will help in achieving high competitive advantages.
Identify business strengths- Another way for this will be identifying company's unique strengths
that will help in its operations and make it distinguished from the competitors. It will assist in knowing
the areas in which business can build or create a competitive advantage.
Identify competitors- Competitive advantages can be attained when a company offers something
different from its competitors. Therefore, it is required to know them in a well manner. It includes
identifying what strategies are adopted by competitors and what marketing techniques they are using.
This will help in making strong policies which are better as compared to them.
Maintain quality- If a business organisation is providing high quality in products and services
then it will help in grabbing more attention of customers. So, it is necessary to maintain that competitive
edge to become a market leader. This will also result in improving the brand image and creating high
goodwill for long term.
The impact of customer satisfaction on British Airways and Virgin airlines competitive advantage in
market
It is very crucial for any organisation to analyse and identify variables that can affect their
competitive advantage in market. According to Oilnut and Maria, (2016), organisations need to focus on
variables that can impact its ability to achieve a higher level of competitive advantage. These days,
organisations need to understand the ways which will improve their positioning in the market. This is the
best way is to gain capability to serve consumers in a right manner. When the quality of service delivery
will improve, then satisfaction of people will automatically get increased. At present, there are various
ways in which service quality and consumer satisfaction can affect competitive edge of company:
 Improved quality and satisfaction will lead to higher level of competitive advantage for company
in market which is important for long term survival.
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 Enhanced levels of sales mean consumers will make repetitive purchases which will boost sales
of organisation to a higher point of profitability.
 Increased consumer satisfaction also means that airlines will be able to attain their required sales
in a set period.
There is certain critical impact that will be there on organisation:
 Company might suffer if the quality and satisfaction of consumers is not as per requirement.
 There is higher level of cost which is involved in the process. This increases the overall
expenditure for company.
 The company will need a team that will keep track of changing trends and issues in the market.
 There is higher chances of failure due to changes in market dynamics at constant basis.
 Threat from low cost airline carriers is increasing so there is requirement of better efficiency.
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RESEARCH METHODOLOGY
Overview
Research methodology is a tool which helps in solving problems. This is important for an
investigator to understand, as which method will be used for a situation. It is a total scientific application
which will assist researcher in carrying out this study and finding right results (Mercer and Pearson,
2015). there are different type of tools and techniques which will be used by investigator to complete this
piece of work effectively.
Research philosophy
This section plays an important part in forming the basis of research work. This is a belief of
about phenomenon that information should be gathered, analysed and used. This is a part which is
divided into parts that is interpretivism and positivism philosophy. The term philosophy means a system
of assumptions and beliefs about creating and development of knowledge. In this study interpretivism is
taken as a philosophy. This is the best approach due to the research nature is qualitative in nature. The
researcher needs to use a proper framework to conduct this research work in an effective manner.
Research approach
This is considered as one of the most effective tool of methodology that assist in carrying out this
piece of work in a right manner. The document is established based on available information. The
research approach is of two types those are inductive and deductive. in the present study inductive is
chosen as a preferred approach because this research work is based on qualitative nature. The researcher
will be focusing on various facts and figures that can be gathered. The inductive approach will let the
investigator in developing better arguments to improve the outcomes.
Research design
The research design will only applicable when data is collected in the form of statistics. There are
different types of designs such as descriptive, exploratory and experimental. This basically assist
investigator in outlining the path that can be followed to complete research work. In this study a
descriptive design is chosen as a basis for analysing the data in a very detailed manner. This would be
highly impactful in identifying the effectiveness of digital technologies on performance of company
(What are the main challenges facing the airline industry today? 2017). Research design set overall strategies used
in collecting and analysing the research problem study. Thus, research creates foundation of the entire
work. After completion of research design the actual work is initiated. The first step in actual work is to
know the occurring problems.
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Data collection method
The data collection method should be used in effective way so that the research work is
completed as per the requirements. The data can be collected from two sources that are primary and
secondary data collection method. Many tools and techniques are used by researchers to investigate and
provide solution to their problems in appropriate manner (Angel ova and Ekiri, 2011). In primary source,
the data is collected through conducting interview, surveys and questionnaire. Although the secondary
collection method includes, journals, articles, magazines, earlier collection can be used too. In this report
both methods will be used to improve the effectiveness of the analysis that will be done once information
is gathered properly.
Sampling
It is the process which is used in analysing the statistical information from the collection of data
from the large number of population. The present proposal will be on probability method. If probability
is there than random selection will be there from the large section of population and in non-probability
the data are based on subjective judgement. The sample size for this research work will be 50 and they
will be chosen randomly. The customers who have used company goods and services will be the one that
will fill the list of respondents. The chosen sampling technique is very effective for presented research
work as it will keep the information transparent and fair.
Data analysis
In this the researchers decide that which method they going to use to have a research over
qualitative or quantitative. From this the qualitative document will be created by the researcher. Thus, the
investigators use charts and graphs too represent information. This study will have a thematic analysis
where various themes as well as graphs will be made to present the outcomes in an effective manner.
Interpretation of themes will allow researcher and readers in understanding as what market thinks about
the company. The data will be collected by questionnaire that will be made on survey money as well as
in a hard copy. People will be asked to state about their reactions towards various issues. There are
different ways in which individuals will be approached for making sure that each task is completed in a
set time duration. Also, interviews will be conducted for making sure that people have reacted in
appropriate manner. The methods which will be used are stated below:
 Survey monkey: It is a software cum site that allows people in developing questionnaire with
which they can conduct research work in a more effective manner. It is more portable and
powerful tool that can be used by researcher to get right opinion.
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 Observation: The researcher need to observe individuals while they respond to questions. This
will enable him in getting better effectiveness.
 Interviews: Respondents will be asked about various issues that they faced and this will enable in
getting more information.
Ethical considerations
There are so many problems is being faced by the researchers in collection of data. While
collecting the investigators must analyse all the sources which will go to solve the problem in effective
manner (What are the main challenges facing the airline industry today? 2017). it is the responsibility of
the investigator to ensure that all the collected data of respondents is kept confidential to protect their
privacy. This is a major ethical issue and must be followed properly. Also, the researcher needs to focus
on the goals and objectives while also understanding limitation of time and cost available. The researcher
must understand that there are limited resources and he must complete whole study. He must plan and
conduct every activity in a proper manner. There are certain ethical issues that are there in this research:
 Cost: There is limited funds that are available for the research work that will be conducted. The
researcher need to ensure that6 he does not exploit any type of resources.
 Society: There are various social values and ethics that needs to be followed. One of them is
people free time. The researcher need to ensure that he does not force individuals to fill
questionnaires.
 Privacy: Researcher will have people information which might have impact on their privacy. He
needs to keep it confidential for making sure that individuals information is not used by anyone in
wrong manner.
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