Learning Outcomes: Knowledge and Understanding tested in this assignment
The task of the assignment would be exploring the market challenges faced by Singapore Airlines. The aim would be studying the present market operations of the airlines company to recognize the challenges it is facing in the international market and taking appropriate steps to deal with these challenges.
A questionnaire is a primary research instrument which can be used to obtain information from a predetermined population of respondents. Saunders eta l. (2016) mentions that questionnaire are helpful in obtaining primary data from respondents like customers.
Questionnaires are appropriate methods to collect information when the topic of research requires current information based on the present market scenario. The responses gained from the respondents can be used to conduct the research in a deductive method.
The topic of the study would be delving into the present market position of Singapore Airlines. This would require exploring the present market position of Singapore Airline both as an employer as well as a service provider with respect to its competitors.
The choice of research methodology in the paper would a combination of both qualitative as well as quantitative analysis.
The target population for the online questionnaire survey would be customers of Singapore Airlines. The aim would be obtaining responses at least a hundred customers so that a sizeable primary information is obtained to carry the research on.
The choice of questions for the questionnaire would focus the customer preferences of the customers regarding airline service provider. The questions would also aim to gain information on the other airline companies which the customers are preferring to Singapore Airline.
The next section would consist of online questionnaire which Singapore Airline would use to conduct the survey. It also outlines the ethical issues which have to complied with during the survey.
The topic of the questionnaire would be ‘Market challenges faced by Singapore Airlines’. The respondents would be the customers and officials would the airline company owned by the Government of Singapore.
Research question: What are main challenges Singapore Airlines faces in terms of market position and profitability?
The questions should appear on the website of the Singapore Airlines Limited and its subsidiaries. The respondents should in no way be forced to answer all questions. However, it is preferred that they answer all questions. Personal questions like income and profession can be skipped. The questionnaire should encourage the respondents to comment and express their views. However, in no way should the approach of the questionnaire force them to express their views.
The responses to each question would be screened and presented on an excel sheet. Then the findings should be analyzed statistically. All the response should be considered.
The objective of the research is to explore market challenges which Singapore Airlines is facing. The questions are designed to prompt respondents to answer questions regarding Singapore Airlines and gradually shifting towards its competitors. For example, in case of questions 10 and 11, the response collected speak about other airline companies in large numbers, it means that Singapore Airline is facing stiff competition. The survey would also enable the company to locate the chief competitors of Singapore Airlines.
Learning Outcomes: Skills and Attributes tested in this assignment
The data collection method should be primary as well secondary. The primary data collection method should consist of online survey based on the questions mentioned below. The secondary data analysis should involve study of books, articles and newspapers. The official website of the airline company should also form an important source of secondary data.
The online survey should not force respondents in any way to participate in the survey. The survey should in no way promise of reward. The consent of the respondents should accepted at the end mentioning that their responses might be used for sole purpose of research.
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Question nos |
Questions |
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1 |
How often do you travel? |
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2 |
What are the challenges you face while making an air journey, like difficulty in reporting at the terminal on time? |
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3 |
Do you think Singapore Airlines can help you to manage these challenges? |
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4 |
How often do you travel? |
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5 |
What is/are preferred holiday destinations? |
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6 |
What are the products of Singapore Airlines do you use? |
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7 |
Who is your travel insurer?(name of the ban/insurance company) |
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8 |
Who is your foreign currency partner? |
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9 |
What are your expectations from your insurer? |
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10 |
If you are asked to choose an airline company other than Singapore Airlines, which would that company be? |
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11 |
Which are your four preferred airline company? |
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12 |
How would be rate the cabin crew of Singapore Airlines, out of 10? |
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13 |
What recommendations would you make to Singapore Airline? |
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14 |
Have you ever experienced a bad experience on board? |
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15 |
Rate Singapore Airlines out 10. |
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16 |
Rate the Changi Airport out of 10. |
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17 |
If you are asked to rate an airport more than the Changi Airport, which one would that be? |
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18 |
Which is your approximate income and profession? |
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19 |
Would you advice anyone to seek a job opportunity with Singapore Airlines Limited? |
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20 |
Rate the payment security system of Singapore Airlines. |
The above questionnaire would take into account various bodies of literature. The first body of literature that would be taken into account is the concept of customer satisfaction. This is because customer satisfaction plays a very significant role in ensuring high revenue generation and retention of high market position. The research would aim to obtain data on customer satisfaction among the customers of Singapore Airline in various areas of on-board services and facilities at the Changi Airport, the hub of Singapore Airlines. The second body of literature which would come into play while conducting the research is the customer trends in the hospitality management with respect to preferred holiday destinations and frequency of travel. The third body of literature which would be taken into consideration would be macroeconomic environmental impacts which influence the airline company and its customers. These aspects would be covered in the questions revolving around foreign currency exchange, passport and travel insurance, all of which come into play heavily in foreign travels. The fourth body of literature which would be considered while conducting the research would be marketing mix. This would be covered in the questions regarding travel insurance and conveyance to and from the airport. This would show Singapore Airline new customer needs which it can enter to serve the customers and maximize their satisfaction. The fifth body of literature that would be viewed by the research would be employer branding of Singapore Airline which would be explored by asking respondents their perceptions about the airline company regarding employment. The sixth and final body of literature which the research would cover would be the concept of data theft and money laundering. This would be covered by the question regarding the perceived security level among customers about the payment gateway of Singapore Airlines. The seventh body of literature which can be considered while conducting the research would be competitive advantage theories and Porter’s 5 forces model.
The questions would cover a wide array of variables to bring to light the present market position of Singapore Airlines and the challenges it is facing. The first five questions would explore the travel habits of the customers by taking into account variables like preferred travel destinations and frequency of travel. The sixth to ninth questions would delve into the tertiary services which play important roles in air travel, especially while travelling abroad. These sections would take into account variables like preferences of travel insurance and foreign currency exchange service providers as well as their levels of services. The variables considered in the subsequent questions would largely revolve around Singapore Airline like service quality and facilities at the airports.
The types of questions used largely concentrate on the customer satisfaction experienced by passengers while flying with Singapore Airline to get a clearer view of the area. The questions would revolve both the services of Singapore Airlines as well as ancillary services.
The questions would be analyzed and coded based on the responses. For example, the questions pertaining directly to the airline company would be coded as SA. The questions regarding ancillary services would be coded as A. Similarly questions pertaining to personal information from respondents like income would be coded as P. The responses obtained in all the three codes would be measured statistically while conducting the research.
The questions would be arranged sequentially to obtain maximum possible response from the respondents. Each of the questions would cover certain variable to encourage the respondents express more information. The variables and sequences have already been discussed above.
References:
Saunders, G.H., Frederick, M.T., Silverman, S.C., Nielsen, C. and Laplante-Lévesque, A., 2016. Health behavior theories as predictors of hearing-aid uptake and outcomes. International journal of audiology, 55(sup3), pp.S59-S68.
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