Lecture 4 – Assignment 1 – THE RESeARCH PROPOSAL
Daniel Lourenço is a Portuguese student in
International Business at the University of Lisbon. Born in Reguengos de Monsaraz, he is an active sportsman, excelling in
football and swimming. As a young man Daniel developed a keen interest in
aviation. He read everything he was able to find on
the subject and began training for his private pilot license when he was
14, but he had to give it up six years later to focus on his studies.
Daniel has just started writing his master thesis and he has handed in his
research proposal to his advisor, Leonor Soares Henriques Pais.
Leonor is a
senior operations manager for CAP Airlines (CAP), a Portuguese aviation company.
He has been working for CAP for the last 7 years, and he is responsible for ensuring that operations are efficient in terms of using as little
resources as needed, and effective in terms of meeting customer requirements.
Leonor’s job is quite hectic and ever since he has started, Leonor has been
working long hours.
Leonor have agreed to meet in a few days to discuss the following research
proposal which was developed by Daniel.
The story below is one of the many typical complaints
posted on the airline customer feedback website describing passengers’
experiences with CAP Airlines. CAP is the airline of PLC Travel Group, a
leading international travel corporation based in Lisbon.
On 23 September, I was
flying from Milan to Lisbon and then form Lisbon to Faro with CAP Airlines
having the worst experience ever. First of all, I missed my flight to Faro
due to a delay of my first flight. They put me in the next flight (7 hours
later) which was also delayed for 3 hours. Hence, it took me 16 hours to
fly from Milan to Faro which is truly unacceptable. Of course, I have had
delays with other airlines in the past but CAP is something else. For
instance, at Lisbon airport, they didn’t grant me the entrance to their
Lounge in order to find some quietness and make phone calls to reschedule
the appointments I missed due to the delays. What’s more, I had to wait for
45 minutes at the transfer desk which was manned with only 4 people; the
slowest people I ever seen in my life, helping to form a queue of more than
200 meters. CAP people were not only slow, they were also rude, they were
barely speaking English, and they were very unresponsive. Finally on the
plane to Faro, we could not even get a glass of water, although they knew
that we had been waiting the whole evening at Lisbon airport. The pilot
made the worst landing I have ever had in my life with most of the people
in the plane praying. That is why CAP for me stands for "Crappy Air
Planes!" John A Jones
PLC Travel Group was formed eight years ago by the merger of First International
Holidays with the tourism division of NTI Portugal. PLC Travel Group carries
the brands ‘Arches’, ‘Portugal International’ and ‘CAP’, and it is the largest
tour operator in Portugal.
PLC Portugal has its own airline company (CAP) and owns
a franchise chain of CAP travel agencies. PLC Travel Group was formed eight
years ago by the merger of First International Holidays with the tourism
division of NTI Portugal. PLC Travel Group carries the brands ‘Arches’,
‘Portugal International’ and ‘CAP’, and it is the largest tour operator in
PLC Portugal has its own airline company (CAP) and
owns a franchise chain of CAP travel agencies. CAP carries out charter and
regular flights to medium haul destinations such as the Mediterranean, North Africa
and the Red Sea and to long haul destinations such as the Caribbean. Its hub is
based in Lisbon. Today CAP’s fleet consists of three Boeings 737-800 and four
Boeings 767-300. Because the Boeings 767 are rather outdated they need more
maintenance than the Boeing 737. Despite an intense maintenance program, these
planes have a lot of technical problems. Consequently, the long haul fleet of
CAP has dealt with a lot of delays recently. New long haul planes have been
ordered, but these planes will not be delivered for another 2 years. This means
that more delays will inevitably occur.
For this reason CAP needs to obtain more knowledge on
the wait experience of passengers during delays and the effects of this
experience on customer satisfaction and the evaluation of the service CAP
This research proposal will address the problem and
problem statement in section 1.2. Section 1.3 details the research questions
that will help to answer the problem statement. Next, section 1.4 discusses the
relevance of the project. Section 1.5 provides a brief description of the
research design, whereas section 1.6 includes information on the time frame of
this study. Finally, this research proposal will provide a selected
bibliography used in writing this research proposal.
1.2 Problem Indication and Problem Statement
Prior research has claimed that service waits can be controlled by two
techniques: operations management and management of perceptions. For CAP it is
very difficult to obtain "zero defects" (no delays). Hence, this
project will focus on managing the perceptions of the wait experience, because
CAP cannot control the actual amount of delays and wait duration (recall that
they work with a number of outdated planes), the company must focus on
controlling the customer's perception of the waiting experience. To do this
successfully it is important to know the variables that influence the
perception of this waiting experience and the possible impact of waiting on
customer satisfaction and service evaluations. More specifically, this project focuses on the following problem
How do delays affect consumers’ service evaluations?
Drawing from prior research in the areas of waiting, service evaluations,
attribution theory, and mood theory, hypotheses are generated regarding the
relationships among a delay, affect, and service evaluations. The hypothesized
relationships are tested in a field setting involving delayed CAP passengers.