March 9, 2009

Sample Research Proposal on The Case of Saudi Arabia Airlines

The role of strategic marketing is one of better fundamental influence on how Saudi airlines are managed as of the present, the airline's strategy affects the way business is operated and the reorganization of airlines structure have allowed innovation to prosper and succeed in terms of customer relations. Thus, marketing strategy should relate to such customer expectations and their assessment of service quality within the situation deemed imperative for Saudi Arabia Airlines and thus, looking also to the impact of performance indicator found and reflected within Saudi Airlines market operations and strategies being applied as essential to the role of marketing in Saudi Airlines business industry.

II. Research Aims and Objectives

The objective of this research is to analyze the strategic marketing role relating to Saudi Arabia Airlines in finding out such gap between customer expectations and assessment of service quality along with such impact of performance as applied within the Airlines in support for theory. Thus, strategic role of marketing can be paramount in facilitation of good customer relations to provide ample marketing ways and direction in the process. As the research study will then focus and present detailed case study assumptions regarding Saudi Airlines. Thus, certain analysis of strategic marketing findings and valid sources of information will need to be construed to the marketing strategies of Saudi Arabia Airlines relevant to such customer expectations and the assessment of service quality offered by the Airlines. Ideally, there has been great efforts and aims to accomplishing innovative strategic goal which involves the achievement of the highest levels of excellence in providing their valued customers with the best service possible and gaining their approval and satisfaction. The mission statement of Saudi Arabia Airlines could not have been more appropriate at any other time than at the dawn of the new millennium: to remain world class airline with a distinctive Saudi character, that is customer driven and caring employer.


III. Research Questions


  1. What are possible themes and assumptions of strategic marketing in its crucial role to achieving desirable customer expectations?
  2. How can the assessment of service quality be effective for Saudi Arabia Airlines despite issues and challenges within the business?
  3. What are several market strategies adopted by the Airlines? Provide information sources.
  4. Does marketing strategies utilized by Saudi Airlines provide a sense of performance indicator in narrowing such gap among the customer expectations? How and Why?
  5. Why strategic marketing role do serve as utmost purpose of in terms of business marketing ways within Saudi Arabia Airlines? Explain briefly
  6. How can customer expectations be achieved positively? Does the Airlines marketing tactics enough in securing their customers of acceptable service quality and ensuring them ideal performance through customer service relations? 


IV. Overview of Saudi Arabia Airlines


Saudi Arabian Airlines is one of the Middle East's largest airlines with over fourteen million passengers carried each year and an international network linking over fifty cities on four continents. Saudi Arabian Airline has achieved a ninety percent on its market and on time operational performance, notwithstanding the large number of flights exceeding three hundred a day and has increased the number of all domestic and international flights to include over thirty thousand flights that carry over five million passengers.






A. Current market situation

The current market situation of the Saudi Arabia Airlines are evident as the Airlines has been launching its new customer service ports in partnership to IBM technology stance that recognizes software development as well as hosting of airline's customer patterns with the goal of providing integration with existing customer based systems and applications to meet and realize their marketing strategies and its changes in the system and approach in the business. There is boosting of the airlines customer relations due to effective management for desirable approach of the market and having good partnership capabilities upon leveraging Internet technologies to gain customer trust  as supported by IBM and Saudi Business Machines as successfully completed through ideal strategic domains.

B. Critical Analysis of Marketing Strategy

It is important that Saudi Arabian Airlines had to address issues of acquiring technologies components, knowledge as well as competencies transfer and most importantly the Airlines should be able to adopt proven process of its marketing value in lieu to its strategic plan of organization and useful methods for operation and meet customer behavior as satisfied passengers applied for stable scale of marketing valuation. It is visible that the joined partnership between Saudi Arabia Airlines and IBM secured better customer satisfaction while striking harder to gain trust into the market situation. Furthermore, Saudi Arabia Airlines have taken certain unique approach in the way that it has decided to move forwards with its marketing environment and that is the importance it has given to its marketing integration to be able to provide and develop more on quality service aspiring great satisfaction within the loyal customers.


VI. Overview of Literature Studies


Marketing is philosophy that leads to the process by which organizations, groups and individuals obtain what they need and want by identifying value, providing it, communicating it and delivering it to others. The core concepts of marketing are customers' needs, wants and values; products, exchange, communications and relationships. Marketing is strategically concerned with the direction and scope of activities performed by the organization to obtain competitive advantage. The organization applies its resources within changing environment to satisfy customer needs and expectations. Customer needs are first evaluated through market research; an integrated marketing effort is developed to satisfy customers so that the organization achieves its goals, especially those affecting shareholders. The specific contribution of marketing in the organization lies in the formulation of strategies to choose the right customer, build relationships of trust with them and create competitive advantage (Cited from, Doyle 2000, p. 235).





Marketing should distinguish between the individual customer's short-term needs and wants and the longer-term welfare of society. The two major assumptions behind marketing are that consumers know what they want and are informed and highly rational in satisfying their wants, and that customer sovereignty prevails (Dickinson et al. 1986, p. 9) as argue that if the organization were right in assuming that customers know what they want, then the key issue would be to create the product, create awareness of it and make it available at an acceptable price. Customer perceptions of service quality in most service organizations generally begin with company employees at the lowest levels of the service train, whether the employees have been inculcated into the organizational philosophy or not (Cited from, Allen and Meyer, 1990; Jones, 1986). Although service quality has been given a top priority by service-oriented corporations, ill-trained and often apathetic employees not completely convinced of the superiority of the service themselves are routinely placed in direct contact with customers resulting in increased customer complaints about the gap between expected service performance and what is actually delivered.


Furthermore, Zeithaml et al. (Cited from, 1990 p. 224) indicate that the service-performance gap between what is expected and what is often delivered may be narrowed through increased and better employee training as the employees should always be informed about what is expected of them by defining those expectations based on goals, objectives, strategies and philosophy. One method for assessing service quality based on importance/performance paradigm has been adapted in this study, because it is believed that individuals evaluating the quality of service are likely to place more emphasis and importance on some criteria than others. Aside, so far in service quality research, the focus has mainly been on the cognitive dimensions and on quality factors or attributes linked to service offerings in defining, conceptualizing and measuring service quality. Service experiences and customers' emotions during consumption have been very little researched. An important assumption is that service quality can be understood from both cognitive and an emotional perspective. An emotional response may start cognitive process and thinking may start emotional and affective responses. Thus, services are produced, delivered and consumed in which customers have role in terms of carrying out activities and deeds as well as being part of interactions which will influence or decide both process quality and outcome quality.


VII. Methodology

The main methodology to be adopted by this research is the application and utilization of case study analysis directed towards the role of strategic marketing within Saudi Arabia Airlines. The focus implies to the narrowing gap between customer expectations and their assessment of service quality and such impact of performance indicator respectively. Thus, the research process would involve such primary as well as secondary sources for bringing about a substantial studies that are literature based and theoretically inclined for which such research methods utilized may truly serve its first hand purpose for this study. The primary sources will have to represent strategic marketing thinking of its role as applied to Saudi Airlines denoting core data for the research will have to be in case studies as being equipped with suitable statistical data and its measures as it can have direct observation to the research process as undergoing research should be handed in with empirical facets and crucial points gathered by the researcher.


There should also be the integration of secondary data as findings and assumption studies made by several researchers that can be good option that support valid information as explored by the indication of customer expectations, assessment of service quality, impact of performance indicator to marketing role in its strategy formation in reflections to ample information explored from within the Saudi Arabia Airlines. The secondary resources will then analyze and evaluate information as being found in the primary sources and creates information more accessible to the readers and the parties involved as these were supported by good books, peer reviewed journals as well as articles and other publication types. The research paradigm for the research will be in practice of recognizing the application of various research methodologies and techniques as it should be grounded by means of comprehensive theories and such design needs to be integrated and interpreted in useful manner.





The integration of research methodology for the study within one paradigm can possibly be with certain sort of controversy. When moving the case method for instance, can have such shifts from one paradigm to another and in handling study discipline, such careful approach is amicably needed. Every type of empirical research has implicit, if not explicit, research design. In the most elementary sense, the design is logical sequence that connects empirical data to study's initial research questions and ultimately, to its conclusions. In essence the research design is blueprint of research, dealing with at least four problems: what questions to study, what data are relevant, what data to collect, and how to analyze the results (Cited from, Yin, 1994). It is much more than work plan because the main purpose is to help to avoid the situation in which the evidence does not address the initial research questions. The qualitative approach to research is typically used to answer questions about the nature of phenomena with the purpose of describing and understanding them from the participants' point of view. As Creswell (Cited from, Leedy, 1997 p. 104) have defined quantitative study as 'an inquiry into social or human problems, based on testing theory composed of variables, measured with numbers and analyzed with statistical procedures in order to determine whether the predictive generalizations of the theory hold true'.


A. The Case Study Design


The case study have the capability of uncovering causal paths and mechanisms and by precise detail there identifies several causal influences and interaction effects which might not be treated as operation variables in statistics investigation as particularly helpful in generating useful hypotheses and theories in developing inquiries regarding the role of market strategy and its presence in the Saudi Airlines business markets.  Thus, the case study approach will amicably involve the utilization of such methodological information integrating certain suitable ideas and concepts from such primary resources as handed well using first hand findings and research outcomes signifying the appropriateness of market strategy roles in lieu to customer expectations and service quality assessment, the case of Saudi Airlines through finding and realizing reliable case study material based on amiable research tools and techniques to be executed in the study. The cases will then reflect knowledge and information as seen directly through secondary resource assimilation. The case study can be in descriptive manner as it does intend to present factual data in a more organized structure as there adheres to Saudi Airlines in its situational status and the mode of case presentation to be validated by means of useful responses among case presentation. Quantitative and qualitative data will be analyzed, quantitative will be sourced to the primary data gathered and will be undergone into compilation, frequencies, percentages and determination of relationships. Qualitative data will come from the open-ended questions in the questionnaire that will reflect the personal opinions of respondents not included in the selection, data will be significant when quantitative data is discovered to have deviations from applicable variable points. 


In order to improve Saudi Airlines Customer Satisfaction, it is a must that the management provides relaxing and comfortable travel as for some, the only reason why people fly in business class is the leg room and fully reclining seats as comfort shouldn't be limited to achieve great satisfaction. Then, a genuine smile goes a long way, the airlines should hire capable and friendly people for customer service. There is a need to improve old method of baggage retrieval as the system do need updating such as backed up with technology software tools that IBM gives as partnership with Saudi Airlines.

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