Research proposal sample: Balancing customer satisfaction & competition level-Case study of Air Asia

By | April 21, 2014

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Content page

  1.      Research background…………………………………………………………………………………. 3
  2. Model and hypothesis to be tested………………………………………………………………. 3
  3. Project objectives………………………………………………………………………………………. 4
  4. Literature review……………………………………………………………………………………….. 4
  5. Research methodology……………………………………………………………………………….. 5
  6. Preliminary outline…………………………………………………………………………………….. 5
  7. Schedule of the project………………………………………………………………………………. 6

Reference……………………………………………………………………………………………………….. 7
Model of strategic positioning: Balancing customer satisfaction & competition level

-Case study of Air Asia

1.        Research background

 

This research is going to clarify and modeling the concept of customer satisfaction alongside the dimension of competition level. This clarification is important to explain some confusing phenomenon that I had observed during my one year’s work as a customer service agent under the Air Asia project: the customer service in Air Asia only manages cost rather than customers satisfaction (according to my estimation 60% of the phoning customers finally get unhappy with the service) but there is no doubt that Air Asia using a operation efficiency led low cost strategy so successfully that it is accelerating its penetration and expansion in the air transport industry in Southeast Asia and even other continents (Holloway 2008, p.91).

 

2.        Model and hypothesis to be tested

 

(1)

Customer dissatisfaction/High competition

 

(4)

Customer satisfaction/ High competition

(2)

Customer dissatisfaction/Low competition

 

(3)

Customer satisfaction/ Low competition

Table 1Model of strategic positioning: balancing customer satisfaction & competition level

 

The table above is the quadrant diagram model that I propose and will testify in this research. Four scenarios have been identified in this model along the two dimensions: customer satisfaction level and competition degree, but only the shadowed two scenarios are recommended by me and the rest two are not workable or necessary. This model is based on the following hypothesis:

Customer satisfaction is a high end need in Maslow’s Hierarchy of Needs and it is also a kind of motivators rather than hygiene factor, which means that it only becomes important and influential when lower end functional needs are met.

 

Many companies such as Air Asia are currently enjoying a “Customer dissatisfaction/Low competition” convenience

 

Scenario (1) will cause a lack of business competitiveness and scenario (3) will lead to inefficiency and unnecessary high cost.

 

High operation efficiency led low fare strategy contributes to higher demand for the satisfaction of the lower end functional needs in Air Asia

 

3.        Project objectives

 

Rationalize why high customer satisfaction is not a must option for Air Asia and other organizations

 

Testify the model using different practical business examples (including successful and unsuccessful examples)

 

Form an effective measurement system of customer satisfaction in aviation industry

 

Rationalize the non-proprietary of low cost strategy and a must option of high customer satisfaction in the long run for Air Asia using the model

 

4.        Literature review

 

Maslow (1943)’s hierarchy of needs and Frederick Herzberg (1969)’s two-factor theory together provide a widely accepted base for ranking of the needs according to priority and natural sequence, and we can approve that high customer satisfaction of any forms are in most case a type of higher end needs, we can come to the conclusion that high customer satisfaction is not a must target for many companies. And proposed by Drury (2008, p.12) and many other researchers, in order to compete in today’s competitive environment companies have had to become more customer-driven and make customer satisfaction an overriding priority. And some other classical and widely recognized theories and models are yet to be identified to be used in this research but there won’t be too much theoretical justifications because a new proposed model needs to be testified best by several classical and trustworthy models and the most importantly it should be testified in the practice.

 

5.        Research methodology

 

A combination of descriptive and quantitative research will be used to ensure that the depth and broadness of the study and in term of data collection method Observation, Self-report close-ended questionnaires, on-line resource and various forms of publications.

 

6.        Preliminary outline

 

  • Background to the research problems
  • Literature review
  • Proposed model
  • Findings (Justification of the model using examples, majorly Air Asia, survey will be performed in this part)
  • Usefulness of the model
  • Concluding remarks
  • Restrictions and recommendations to the model

7.        Schedule of the project

 

Reference

 

Drury, C. (2008), Management and Cost Accounting. London: Cengage Learning EMEA, p.12

 

Herzberg, F. et al., (1969), The motivation to work, New York: John Wiley & Sons, Inc

 

Holloway, S. (2008), Straight and level: practical airline economics. 3rd edn, Burlington: Ashgate Publishing Company. p.91

 

Maslow, A. H. (1943). A theory of human motivation. Psychological Review, 50 (4)

 

Porter, M. E. (1980), Competitive strategy, New York: The Free Press.

 

Porter, M. E. (1979), How Competitive Forces Shape Strategy, Harvard business Review, March-April 1979

 

Taneja, N. K. (2004) Simpli-Flying: optimizing the airline business model, Burlington: Ashgate Publishing Company