Case 13.1 Catalina Perea

docx

School

University of Texas, Rio Grande Valley *

*We aren’t endorsed by this school

Course

6310

Subject

Marketing

Date

Feb 20, 2024

Type

docx

Pages

Uploaded by ChiefChinchillaMaster1210

1. How comparable are the two different methods? In what ways are they similar? In what ways are they different? The two different methods for measuring the quality of airlines have some similarities and differences, even though both methods are very valid for evaluating the service based on their attributes. Similarities: Both methods aim to measure the variable of the quality of airline services. Both approaches utilize a weighted average to calculate rankings, although the factors and weights differ between the two methods. Both methods involve collecting data from the airline’s customers and experts. Both are construct methods as they consider that they need to use more than one variable influencing consumers' perceptions of airline quality, such as preferences, attitudes, service, routes, and market. Differences: The Consumer Survey approach relies on subjective opinions, preferences, and perceptions of frequent fliers through surveys, while the AQR approach relies on objective data from publicly available sources. The Consumer Survey approach considers a broader range of criteria, including comfort, service, reliability, food quality, cost, delays, routes served, safety, and frequent-flier plans, as rated by frequent fliers. In contrast, the AQR approach uses a specific set of different weighted factors, such as on-time performance, accidents, number of aircraft, and financial stability, that are readily available in public data, then calculating an average score by multiplying the weights with their ratings. The Consumer Survey approach captures the opinions of consumers at a point in time, typically conducted annually, whereas the AQR approach provides ongoing and up-to-date performance data. The Consumer Survey approach primarily reflects the perceptions of a specific group of frequent fliers. In contrast, the AQR approach relies on publicly available data and is not limited to expert opinions or a particular group of consumers. 2. What are the positive and negative aspects of each approach that Shocker should consider before recommending a course of action for FlyAway Airways? Consumer Survey Approach: Positive Aspects: Captures subjective opinions, preferences, and experiences of frequent fliers, which can be valuable for understanding customer perceptions. Reflects a broader range of criteria, including factors that may not be available in public data, as can give very personal feedback. It can be designed and targeted to get specific information to focus on a particular group of people, period, or season. It can provide rankings that directly represent customer preferences and honest feedback, which the company should use to adapt and adjust accordingly.

Negative Aspects: A subjective nature may introduce bias or inconsistencies in the results; it is essential to consider when the survey was conducted, for example, if it was after a delay or a perfect flight, during peak season or rush hour, right after the pandemic, etc. Another aspect that can affect it is that it can be limited to the opinions of frequent fliers and may not represent the broader customer base. If it is conducted infrequently, it may not provide real-time insights. AQR Approach: Positive Aspects: It relies on objective data from public sources, enhancing transparency and credibility and eliminating biased results. Provides ongoing and systematic metrics by assigning weights to different factors that are easy to understand and allows for direct comparison of airlines to make quick decisions and evaluate other options. Negative Aspects: It may not capture nuanced aspects of customer experience that are subjective and cannot be measured just by a number. It relies on expert opinions to assign weights to factors, which could introduce subjectivity in the weighting process and affect the results. It may be difficult at specific points to modify the importance of each element to adapt to the new information required. It may not include particular criteria critical to customers, such as food quality or comfort, that could be taken to make the final decision. 3. What aspects of service quality does each approach address well and not so well? Consumer Survey Approach: Addresses well: Subjective aspects of service quality like comfort, food quality, and service. Captures customer preferences and perceptions. Then, the company can address very easily and quickly the areas of improvement and make the necessary adjustments to satisfy the needs of the customers. Does not address well: Objective performance metrics like on-time performance or financial stability. It may differ from the broader customer base as customers may not provide accurate information because they do not give genuine opinions or feel uncomfortable sharing some information. AQR Approach: Addresses well:

Objective performance metrics that are important to airline operations that give a broader perspective. It provides data-driven insights into factors like on-time performance and safety that a customer, from their personal experience, should not know and will not provide in a survey. Does not address well: Subjective aspects of service quality that are difficult to quantify. Several factors cannot be measured and are very important for the customer when selecting their airline. Relies on expert opinions for factor weighting that can reflect the results in the wrong direction. 4. Considering the two methods outlined, what types of validity would you consider to be demonstrated by the two approaches to measuring quality? Defend your position. The validity of each approach depends on the context and the criteria being assessed. Both methods may have strengths and limitations regarding different types of validity. Consumer Survey Approach: Content Validity: This approach may demonstrate content validity as it includes a wide range of criteria relevant to measuring service quality, as rated by frequent customers. However, it may only cover some relevant aspects comprehensively. Face Validity: It may have face validity as it directly collects customer opinions about airline service quality. Criterion-Related Validity: The rankings from this approach could be compared to other measures of airline quality to establish criterion-related validity. It will indicate a high criterion validity if there is a strong correlation between consumer survey answers and these external criteria. AQR Approach: Content Validity: This approach demonstrates content validity by using a specific set of 19 factors that are relevant and easily quantifiable when assessing airline quality. Criterion-Related Validity: The AQR rankings can be compared to customer satisfaction data or other external criteria to establish criterion-related validity. 5. Which of the methods should Shocker recommend? Why? The choice between the two methods depends on FlyAway Airways' specific goals and needs. I recommend the Consumer Survey Approach if the airline FlyAway Airways prioritizes capturing customer perceptions and preferences, especially those of frequent fliers if the airline wants to consider a broad range of subjective factors that may not be available in publicly accessible data. And if the airline wants to improve customer experience based on direct feedback.

Your preview ends here

Eager to read complete document? Join bartleby learn and gain access to the full version

Access to all documents
Unlimited textbook solutions
24/7 expert homework help

On the other hand, I recommend the AQR Approach if FlyAway Airways values objective, data- driven insights into airline quality, if the airline aims to improve continuously based on readily available and up-to-date performance metrics, and if transparency and credibility of the ranking system are essential to the airline. It's also possible to consider a hybrid approach that combines elements from both methods to gain a more comprehensive understanding of service quality. First, start with the consumer survey method to understand FlyAway’s service and its competitors. Conducting a short and easy-to-respond survey that gives feedback on services and areas to improve that can directly affect the customer’s selection. Once the company addresses some of these changes and makes the necessary improvements, see how the customers are responding and, further down the road, start evaluating different factors than the customers' point of view cannot reply, like some of the 19 factors involved in the AQR Approach that consider some more technical or financial factors that can affect directly the operations and profit of the airline. References Katara, C. H., & Thakur, M. (2019, March 10). Average vs Weighted Average | Top 7 Best Differences (With Infographics). EDUCBA. https://www.educba.com/average-vs-weighted- average/ Zikmund, W. G., Babin, B. J., Carr, J. C., & Griffin, M. (2016). Applied research methods in business course pkg : BUSM20000D course package. Nelson Education Ltd. Your submission was successful! Your confirmation number is 8411f969ae89413a9d9426b78d0f354d. Copy and save this for your records. View all your submission receipts in My Grades.

Case 13.1 Catalina Perea

Related Documents