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Central concept: influence on the online buying decision

Research question:

“What are influences on online booking process which affect a customer’s buying decision?”

Objectives:

- To find out what British Airways could develop to offer better online booking experience.

- To achieve higher rate on online purchasing action.

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What we can reflect in questionaire design and data collection process

- clearer central concept
- Research question: How >> WH question
- Objective simplification
- Language difficulty
- Questions development (required information in normal & critical situation)
- Technological difficulty (How to use & broken Link)
- Final check before submit
- Response difficulty

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E-mail: CMIR2NTU@gmail.com
password: 0wearethefuture0

Qualtrics:

Tufool’s ID (Main ID of questionnaire)
N0777991@my.ntu.ac.uk
password: 11223344

Can you kindly answer the following questionnaire for our Postgraduate module project?
It should only take few minutes of your time.

https://nbsntu.eu.qualtrics.com/jfe/form/SV_cGY7Fa4kFQYce1f

Thank you !

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https://www.prweek.com/article/1434916/british-airways-change-its-comms-processes-risible-response-meltdown

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Wilson, A.M., Jones, R., Miller, K. and Pentecost, R., 2009. Marketing research: An integrated approach. Pearson Australia.

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References :
1-Grundy, M. (2013) The effectiveness of airline crisis management on brand protection: A case study of British Airways. Journal of air transport management. 22(C). P55-61

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BA Strategy:

• BA Position : Premium and exclusive

• Lost market share to lower-priced airlines (e.g RyanAir , JetAir)

• Struggling between being Premium or Commercial
*Over dependance in the UK market
* Under penetration in the global market

BA Crisis Management:

• Went Through a huge number of crisis/scandals

• Not all were handled successfully

• Lack of communication to the media and their customers

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Background slide content:

Company Background:

• Formed in 1974 and one of the largest airlines globally.

• Early 1990’s : world’s most profitable airline

• 2011: merged with Iberia to form IAG

• Working with 5 affiliate networks across 4 regions and 20+ countries (Complex to maintain)

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Digital marketing Strategy

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British Airways is one of the leading and most recognised global airline brands. Their online marketing strategy and execution is pivotal to their growth, and their affiliate and Meta search partners represent an important part of their online acquisition spend.

Working with 5 affiliate networks across 4 regions and 20+ countries, BA had developed an affiliate programme that sustained strong yearly growth.

However, the program had become complex and fragmented with no way to manage and understand performance across each region/network. BA was also unable to manipulate the wide level of granular data they were capturing through the affiliate channel, and incorporate this into their overall channel strategy.

Aggregating and analysing the data across a global infrastructure of 5 different affiliate networks to develop and execute best practice was nearly impossible.

Each different network provided BA with different reporting capabilities and, the limited amount of performance data that affiliate networks could expose back to BA meant optimisation and differentiation in the market was not possible. This also hindered long-term growth prospects for the program.

As BA looked to all acquisition channels to support commercial needs, the ability to harness the affiliate channel to support specific routes, as well as other initiatives, became an integral part of their strategy.

The main challenges BA were presented with were:

Having the ability to view both spot performance and global performance and identifying global and local trends in real time

Gaining data and insights from each transaction and developing tailored commission strategies for digital marketing partners to differentiate their program, protecting margin and incentivising traffic

Viewing Meta Partner performance alongside their affiliate base and sharing performance data and insight, back to their publisher base

"Working with Performance Horizon has given us the flexibility to effectively monitor our global performance and the opportunity to expand the level at which we can market our products. The platform is now becoming an important lever in ensuring the affiliate channel can be used to support overall business and commercial requirements for British Airways." - George Gray, Global Head of Online Partnerships BA - Acquisition

Working with BA and their media agency, Ogilvy, Performance Horizon developed a five-stage approach to future proof BA's global affiliate and Meta search partner activity:

1. A global affiliate network tag to track and report on BA's global network base by partner in one single view, with the ability to compare network performance and partner contribution in one single view

2. Provide BA and their partners the ability to view or consume meta data via the Performance Horizon API

3. Create a private BA network to work directly with top performing affiliates globally

4. Group, track and report on Meta search partners into a single reporting dashboard;

5. Establishing a global payment infrastructure to pay partners in any currency and country worldwide.

A 71% Increase in Bookings on Chosen Routes was just the Beginning of the Journey

Partnering with Performance Horizon has given BA and Ogilvy the flexibility to execute a strategy that focussed and delivered efficiencies and growth targets globally:

Provide a commission structure by route, allowing BA to support business commercial needs by introducing route level marketing based on what needed support. This resulted in a 71% increase in bookings on the chosen routes

Transformed reporting and insight, moved from network reporting of on average, 4 parameters, to being able to view 20 variables and using a number of these to base their commission structure on

Able to view global performance, spot, identify and react to real time trends

Real time understanding of specific campaign performance via Meta Search partners

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Case study: Digital Partner Marketing Bears Fruit for British Airways

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British Airways is one of the leading and most recognised global airline brands. Their online marketing strategy and execution is pivotal to their growth, and their affiliate and Meta search partners represent an important part of their online acquisition spend.

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BA Backgroung information

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Ethical issues and considerations

1.       Information or data collected from respondents should not used for any other purpose or any other research work.

In this case the researcher plays crucial role and can assure respondents about security of the opinions and information given by respondent, not use data for any other purpose such as to attempt sale of merchandise or services.

2.       Researcher should not force any respondent for answer

Researcher can explain the importance or necessity of answer of that question for research work, but should not make compulsion or impel respondents to answer a particular question. In case of personal or sensitive questions, researcher should give time to respondents to think about it, and refuse to participate in study.

3.       Protection of data or confidentiality of data

Researcher should protect data findings properly. They should keep confidential data or information very safe and secure. Any client or outside person should not access confidential and important data from organization. Researcher should protect anonymity and confidentiality of information collected from respondents.

4.       Proper, Unbiased and accurate information collection

Marketing researcher should collect accurate information and report to the research organization and client without any bias
Beri, G.C, 2007. Market Research [eBook]. 4th ed. New Delhi: Tata McGraw-Hill Education

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https://yougov.co.uk/news/2017/11/07/british-airways-losing-altitude-public

http://www.citethisforme.com/topic-ideas/business-marketing/British%20airways%20strategic%20report-18522228

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http://phx.corporate-ir.net/External.File?item=UGFyZW50SUQ9MzcwNDQ3fENoaWxkSUQ9LTF8VHlwZT0z&t=1&cb=636251897285057121

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https://www.tripadvisor.co.uk/ShowTopic-g1-i10702-k10406604-British_Airways_Website_Always_Problems-Air_Travel.html

http://www.isitdownrightnow.com/britishairways.com.html

https://uk.trustpilot.com/review/www.britishairways.com

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Organisation Marketing Strategy - Tufool

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Organisation Marketing Strategy - Tufool

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Introduction & Background Information - Tufool

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Introduction & Background Information - Tufool

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http://www.my3q.com/research/coolafee/90526.phtml
https://www.questionpro.com/survey-templates/airline-flight-survey/

http://www.marketest.co.uk/market-research-questionnaire/590/airlines

https://www.survio.com/survey-template/airline-passenger-satisfaction-survey

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Airline firm boundary and ticket distribution in electronic markets

https://www.sciencedirect.com/science/article/pii/S0925527312000266?via%3Dihub

Self-Service Technology Versus Traditional Service: Examining Cognitive Factors In The Purchase Of The Airline Ticket

https://www.tandfonline.com/doi/abs/10.1080/10548408.2013.803396

How motivation, opportunity and ability can drive online airline ticket purchases

https://www.sciencedirect.com/science/article/pii/S0969699710000621?_rdoc=1&_fmt=high&_origin=gateway&_docanchor=&md5=b8429449ccfc9c30159a5f9aeaa92ffb

Online airline ticket purchasing: Influence of online sales promotion type and Internet experience

https://www.sciencedirect.com/science/article/pii/S0969699716000065?_rdoc=1&_fmt=high&_origin=gateway&_docanchor=&md5=b8429449ccfc9c30159a5f9aeaa92ffb

Determinants of online booking loyalties for the purchasing of airline tickets

https://www.sciencedirect.com/science?_ob=GatewayURL&_origin=SFX&_method=citationSearch&_volkey=02615177%2335%2323&_version=1&md5=824023123a2d472361c1477b368fd266

Flight ticket booking app on mobile devices: Examining the determinants of individual intention to use

https://www.sciencedirect.com/science/article/pii/S0969699717300388?via%3Dihub

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http://marketingmixblog.blogspot.co.uk/2016/11/this-blog-focuses-on-7ps-of-marketing.html

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https://www.britishairways.com/cms/global/microsites/ba_reports0910/pdfs/Our_business.pdf

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https://research-methodology.net/british-airways-segmentation-targeting-positioning-2/

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https://www.marketingsociety.com/sites/default/files/6288%20MS%20case%20studies%20BritishAirways_v6.pdf

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2016 - Little by little, British Airways is chipping away at its good name

https://www.economist.com/blogs/gulliver/2016/08/fly-scrooge?zid=303&ah=27090cf03414b8c5065d64ed0dad813d

British Airways website suffering technical issues as customers struggle to access bookings: https://www.thesun.co.uk/travel/5274621/british-airways-website-suffering-technical-issues-as-customers-struggle-to-access-bookings/

BA Plans to make passengers paying least board last attacked by costumers: http://www.independent.co.uk/travel/news-and-advice/british-airways-hand-baggage-only-policy-fare-boarding-priority-reaction-plans-date-group-system-a8062741.html

https://www.independent.co.uk/travel/news-and-advice/british-airways-flights-delays-it-systems-outage-customers-chaos-a7758796.html

British Airways pilot suspected of being drunk arrested at Gatwick airport: https://news.sky.com/story/british-airways-pilot-suspected-of-being-drunk-arrested-at-gatwick-airport-11216512

Revealed: The worst airlines for customer satisfaction:

https://news.sky.com/story/british-airways-drops-to-third-from-bottom-in-satisfaction-survey-11172512

Striking British Airways hostess: 'We can only afford Pot Noodles':

https://news.sky.com/story/striking-british-airways-hostess-we-can-only-afford-pot-noodles-10772312

BA cabin crew strike extended to August bank holiday:

https://news.sky.com/story/ba-cabin-crew-strike-extended-to-august-bank-holiday-10972081

British Airways attacks 'dreadful' passport queues at UK airports:

https://news.sky.com/story/british-airways-attacks-dreadful-passport-queues-at-uk-airports-11004664