Question

Topic: Student Questions

Dissertation On Perceived Service Quality-airlines

Posted by s.l.mcdonald on 11/4/2014 at 5:52 AM ET 250 Points
Hi, I am currently about to begin my honours marketing dissertation and am still struggling for a rehearch problem. After meeting with my supervisor we have focussed in on Perceived service quality and customer satisfaction in the airline industry comparing Ryanair and Etihad, however I am not sure exactly what my problem would be and am thinking of changing it?

I would really appreciate any suggestions anyone could give me. I am an international business student therefore I have to have an international element (the reason for choosing etihad in UAE).

Thanks
To continue reading this question and the solution, sign up ... it's free!
SUBSCRIBE
Or, SIGN IN

RESPONSES

  • Posted by Jay Hamilton-Roth on 11/4/2014 at 8:20 AM Accepted
    I'd start by reviewing the huge number of customer reviews & ratings: https://www.airlinequality.com/Forum/etihad.htm vs. https://www.airlinequality.com/Forum/ryan.htm

    From these reviews and write-ups, what are the themes? Are there easy/cheap/fast ways for the airlines to solve these problems? If there's a cost, what's the perceived value for solving the problem?
  • Posted by Gary Bloomer on 11/4/2014 at 9:07 AM Accepted
    Consider ditching quality and satisfaction to instead, focus on value and customer experience and how these things drive and direct perceptions of brand loyalty.
  • Posted by mgoodman on 11/4/2014 at 11:27 AM Accepted
    It should be possible to develop a questionnaire that will get at the most important factors travelers consider when choosing an airline. (You might need to separate business and personal travel.) Then you can get respondents to rate each of 2 or 3 airlines for each main attribute.

    This will give you brand profiles AND importance ratings to compare. Lots of ways to analyze data -- including airlines flown in past 12 months, age, purpose of trip, etc.
  • Posted by s.l.mcdonald on 11/4/2014 at 11:35 AM Author
    Thanks for the responses so far! I have advised by a few supervisors to do qualitative research as they feel it will benefit the research more and is more suited to my time scale.

    I think I will stick with customer satisfaction and PSQ as this is what I have based all my reading on so far and will try and find a problem to address within that.
    One of my objectives is to evaluate the mediating role of the consumer. For this part I am not quite sure what to look for in the existing literature?
    Really appreciate your replies

    Thanks
  • Posted by mgoodman on 11/4/2014 at 2:09 PM Moderator
    The problem, of course, with qualitative research is that it is not generally projectable, so the value of all your work is limited to a relatively small, and probably non-representative, sample. Too bad.
BACK TO TOP

Post a Comment

Related Discussions

Community Info

Top 25 Experts
(Student Questions)