THE FACTOR INFLUENCING BRITISH TOURIST TO CHOOSE

BANGLADESH AIRLINES FOR TRAVEL TO BANGLADESH AS A

LEISURE DESTINATION

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Table of ContentsIntroduction.................................................................................................................................................3

Reading Research........................................................................................................................................3

Usefulness of theoretical framework...........................................................................................................4

Design and methodologies...........................................................................................................................5

Communicating Research Findings.............................................................................................................7

Implementing research findings in my work...............................................................................................7

The path to future research..........................................................................................................................8

Considering the Nature of Knowledge and Research..................................................................................9

Thinking like a research............................................................................................................................11

References.................................................................................................................................................12

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Introduction

The research competencies in the factors for British tourist to choose Bangladesh airlines for

travel to Bangladesh as a leisure destination were the most interesting and fascinating to me.

When I came into the program I came to know that, research was a weakness. So, I began my

work in this portion with a statistics class in the fall after orientation. In this certain reflection

paper, I am going to share how my knowledge extended my learning and understanding of

research. Not only this, but also explode a passion for accomplishing research (Islam, n.d.).

Along with the way of my learning, I also developed the importance of reading and calculating

research to improve my practice. For supporting my practice whether it is my own research or

other’s research, Research Reflection Paper will be the backbone. In this reflection paper I am

going to share my knowledge is changing my understanding and thinking. And at last the

reflection paper will ends by looking into the future of my research and my future learning and

thinking about the nature of knowledge. And by growing knowledge in the field of tourism will

help to increase gross domestic product in the country (Pearson and Merkert, 2014).

Reading Research

By reading the research it has affected my knowledge that how I calculate information applies

research and makes new programs on the basis of research and theory (Pearson and Merkert,

2014). To begin and for applying research to my work and practices it is connected and familiar

with the journals, articles database and sources of published research. I came to know the

dissimilarities between a research article and an opinion article that has generally make changes

in my thinking regarding the information what I am getting day to day life. I heard about the

study quoted in the news, in a presentation, on a blog I am thinking about the research methods,

measurement methods, analysis method as well as the sample methods. Even I find easy to go in

depth of the research process as it is believed that a research offers proof for a particular concept.

As I get ahead to learn about the methods of statics and the challenges of qualitative research, I

understand the hesitant nature of research studies. Research study gets messy from the challenges

to Data analysis, sample selection and observation method (Pearson and Merkert, 2014). It also

gets hampered from the measurement methods taken in it.

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My knowledge has expanded on many topics with the help of research reading. Research Reports

are inviting but mind numbing. It has informs my thinking’s and work as I learnt to connect my

theories to practical work. As the research provides a foundation for, my claims and

recommendations, it improves the quality of my presentations (Salam, n.d.).

Usefulness of theoretical framework

In my dissertation, I have selected the Assimilation-Contrast Theory in the framework which is

developed by Anderson. This theory is the combination of two different theories, one is

assimilation theory and another one is contrast theory. This certain theory tries signifying that the

ideas of Assimilation and contrast theory have relevantly and appropriately been used in the

context of satisfaction of the customers. This theory applied for the purpose of analysing the

performance of the product then expectation control and effect of assimilation can be analysed

(Huang and Washington, 2015). The impact of contrast is resulted during the huge participation

situations. Assimilation will regulate and the performance will be estimated as satisfactory.

The second theory which I have mentioned in my dissertation is the customer satisfaction

pyramid. The customer satisfaction model is a model of analysis which presents us with four

development stages to better understand customer needs and requirements. The model suggests

four ways in which a customer can be attracted and satisfied using the available resources in a

business. The four stages are Comments, Desires, Demands and Complaints, and these becomes

the basis of customer satisfaction. In every business, it is difficult to understand the satisfaction

of all the customers. And hence it is important to have the comments, desires, demands and

complaints from the customers as the feedbacks always help to recognize the defect or

unsatisfactory factor in the services which should be improved (Baker, 2013). So, on the basis of

Maslow’s Hierarchy of Needs, the customers’ satisfaction pyramid is made in my dissertation.

This theory is included in my dissertation for the purpose of motivating and encouraging to

conquering the next level. In this particular theory I have shown the pyramid step by step. The

first step includes the lowest step of customer satisfaction which is trust, reliability and value. As

these elements encourages the decision making process of customer, an absence of any of these

will lead to dis-satisfied customer. The first step is the step where a customer values your

product or services. In case of Bangladesh Airlines, it may well be there prices, availability, and

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quality of services and also kind personnel who will create a sense of satisfaction in the minds of

the customers. The second step of this pyramid contains the timeliness and responsible that

represents a good behaviour towards the customers. For gaining the competitive benefits it is

very important to maintain a better relationship with customers. This stage includes proper

feedback, timely reprisal of any complaint, availability of various choices and also taking

responsibility for your own mistakes. This stage mainly focuses on consistency of services by the

Bangladesh airlines where they value their customers and show confidence in fulfilling their

expectations. The third step of the pyramid in my dissertation shows that organizations should

always be caring and helpful towards their customers. This step mainly concentrates on the

emotions of the customers as it enhances the trust among the customers regarding the

organization. The emphasis here is gaining a customer for life and making them feel comfortable

as if they are at home. This heavily increases the emotional contentment of the customer while

making subtle changes to the outlook and activities will make the customer more attracted

towards your services. The last step shows that the first impression should be appropriate and

pleasant so that the customers cannot forget the name of the company. The company should

attain customers in a special way that they share their experience with others. This more specifies

to the first impression that a customer gains from the little knick knacks that the company

presents. Everybody likes something special and it will be worth mentioning when a customer is

overwhelmed and has a positive conclusion about your products and services.

In my dissertation, I have also researched about the Kano’s customer satisfaction model.

Developed by prof. Noriaki kano, it contains five categories of customer preference. The first

category is must-be quality which is attribute that a customer necessarily wants, i.e. it must be

inherent in the product and an absence would make the product or service irrelevant. The second

category is attractive quality which is a feature beyond the expectation of customers and excess

to what mentioned in the product or services. They may well be design or enhancements that

make the product more attracting and any absence would not necessarily decrease their value.

The third category in the Kano model is one-dimensional quality and it is probably one of the

most decisive and competitive categories among the five. These are attributes which causes

satisfaction and dissatisfaction in the minds of customer. Bangladesh airlines must focus their

energies towards fulfilling these untoward expectations of customers as this will create trusted

customers. The fourth category is indifferent quality and these have no impact whatsoever in the

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customer satisfaction model. The last and final category is the reverse quality which states that

preferences vary according to customer. A product with too many extra features may please

some, but will also confuse some customers and they will not like your product. All these

elements refer to customer’s satisfaction and improvement of the product that divided customer

choices into five categories (Fan and Jiang, 2012).

From all the above theories that I have discussed in the reflection paper the most important

model that I have seen in the dissertation is the Keller’s Customer-Based Brand Equity model.

This model contains four steps which should be taken into consideration to increase brand

success. The first step is brand identity and a company’s main agenda is building awareness

towards the brand. The second step is brand performance and imagery, and here the major focus

is giving meaning to the brand or business. Performance relates to meeting customer needs and

imagery relates to meeting their needs on a psychological and social level. The third step is brand

judgements and feelings, and here the motive is to increase feelings about the product or

services. Customers are judgemental about your product and at this step it is important how you

make them feel about your product. The fourth and last step in the model is brand resonance and

this step is also the toughest for any brand. This basically relates to brand relationship with the

product and the bond that a customer feels with the brand. These models refer to the process of

formulating strong brands. In my dissertation, I also have mentioned the loyalty ladder model of

customer loyalty (Leone et al., 2006). This method is a methodical way of categorizing

customers of an organization into five groups which is on the basis of customer loyalty. The five

groups are advocated, customer, suspects, clients and prospects. The customer loyalty ladder

helps the business organization to improve and developed the strong relationship and

communication with the customers by guiding appropriate way of maintaining relationships

(Prasatadisak and Chailom, 2013). Therefore, the various theories and models mentioned in the

essay help better define the topic and it also gives me immense knowledge about various

concepts of customer satisfaction.

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Design and methodologies

In this particular portion, I observe research methodologies, designs and dissertation structure

during my readings. By learning and reading these designs and structures I began to think like a

researcher. I have wonder various future research projects and programs that I would like to

determine. It is evident from this particular section that I linkup all my ideas as a researcher

(Budd and Vorley, 2013).

I have chosen the research outline techniques for analysing the various factors that are affecting

British tourists to select Bangladesh airlines for travelling to Bangladesh as a leisure destination.

I have mentioned various different types of research strategy, research approaches, data

collection, and research philosophy for selecting various certain research techniques. I have

review the research onions that contains six folds about research involving philosophies, choices,

time horizons, techniques, procedures and approaches (Abdin, n.d.). A research onion is a

process, defined by Saunders et al. (2007), which explains the various stages of doing a research.

And hence I have already followed the entire layers of a research onion to continue the research

activities. I have been inspired by the research philosophy in order to improve the assumption

that has been determined world of research which helps to identify. There are mainly two types

of assumptions that I have used in the research and those are epistemology and ontology. The

epistemology includes realism, positivism and interpretivism. From these three ways of research

philosophy I have selected positivism as it provides the authentication of the utilized theories.

My choice of positivism research philosophy will make the research scientifically valid and a

proven research. I have learned about the research design which is a vital technique of research

which would help the analysis in three ways for the research purpose and those are analytical,

exploratory and explanatory. According to these three ways of research purposes I have selected

only the analytical method as it will help to analyse the critical details and information for the

reason of adding more and trendier ideas and concepts for the materials of the research.

Analytical research design will help develop a simple yet profound theory and will describe all

the relevant sections of the research. In developing my research I have out emphasis in following

the right approach to research which is deductive research. Deductive research is more suitable

to my research than inductive research, as it will help me in deucing the results from the data

collected from primary sources in a much efficient manner. For setting up a research strategy I

have chosen various types of surveys and interviews. In order to find out the reason behind the

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success of Bangladesh airlines in influencing British passengers to select their airlines for

traveling to Bangladesh but also for gathering the internal information. By thinking myself as a

researcher I reviewed the sampling methods and sample size. I have selected the simple random

sampling for selecting the 50 tourists of Bangladesh Airlines and relevant sample technique for

selecting the 5 managers of Bangladesh Airlines.

In my dissertation, I have continued thinking regarding probable research to be accomplished

after I finish my readings in the certain topic about Bangladesh Airlines. I have undertaken the

two most important research collection methods i.e. primary data collection and secondary data

collection for the purpose of gaining deeper knowledge regarding the research topic. According

to the secondary research data I have evaluate the different data information depending upon the

basis of various journals, websites, books and internal sources (Parajuli, 2008). Data collection

method divides into basically two types, which are qualitative and quantitative. Quantitative data

collection method follows deductive approach and structures the research on the basis of fresh

information from respondents analysed using mathematical calculations. Qualitative data on the

other hand follows inductive and secondary form of data collection techniques via journals,

newspapers, etc. On the basis of primary data research I have recommended about the qualitative

data and quantitative data for the purpose of taking the different type of perceptions of the 50

tourists of Bangladesh Airlines through sets of questionnaires which includes multiple choices.

And the qualitative data of the research I have gathered opinions by direct interview of the 5

managers of Bangladesh Airlines.

Communicating Research Findings

For forwarding ahead, I am developing to communicate research findings from books, articles,

dissertations and surveys. I have begun to share my research in published articles and have

created a list of future publications. I have started to share my result regarding the dissertation in

the referencing pages in my dissertations, short blog posts. In my dissertation I have listed

various factors in order to reach the British tourist’s leisure destination in Bangladesh. On the

basis of particular scholarly works and on the basis of opinions of the selected respondents, it is

evident that Bangladesh Airlines is the best suited for the British tourists (Klabi, 2012). This

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carried on the conversion on my work is worth future understanding and also gives potentiality

to future research.

Implementing research findings in my work

By combining my research and analysis into my thinking and knowledge has changed my

working way and practices. Hence now I try to conclude trendier research findings in my

presentations. Furthermore, I look for research guide of my working way and practices. I am also

developing as well as improving my support of customer’s satisfaction models and

methodologies theories on the basis of my dissertation research. I am also organizing surveys

and interviews in my area, nationally and internationally regarding the factors influencing British

Tourists to choose Bangladesh Airlines for travel to Bangladesh as a leisure destination. A

certain and rapid change in my presentation is the day to day basis conclusion of research studies

on the methodologies and theories on aviation factors and customer’s or passenger’s satisfaction

by the services provided by the Bangladesh airlines to the British tourists. My theoretical models

have now bibliographies in order to make it more relevant and innovative. From the surveys and

interviews I found that tourists and customers are mainly appreciate the services and better

responses from the airlines service department. So in my research I have already recommended

many suggestions and programs to make this happen. And also reference on the recommendation

in my dissertation (Pels, 2008). On the basis of my own research I am implementing the results

in my support of theories models in my dissertation. I have upgraded many more suggestions and

comments regarding the facilities and services that are provided by the airlines. I plan to use my

new scale for end of the year evaluations, to further discover how I can assist the development

and improvement of my theoretical structure models. I continue to recommend and suggest

others that the design of an effective models and structure which will support the aviation

department to understand the issues and demands of customers more easily.

The path to future research

Writing this dissertation has changed me. It has also changed my views of reading and writing.

For good or bad, but writing this dissertation has become a part of my life. I have changed in my

learning and knowing. My writing has improved and I am thinking more like a researcher now.

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A task list is captured by me for the writing momentum and I will surely keep it up for the future

articles. This section examined my future plans for research and learning’s.

This dissertation which was written by me was grounded on the qualitative study but carry out

with quantitative methods. A wealth of knowledge is provided by data collection for the future

research and articles. The first two articles which I plan to publish are on the basis of two main

objectives of my research which are: To analyse the importance of Airlines industry in order to

improve tourism of a country and to evaluate the strategies, policies implemented by Bangladesh

Airlines in order to attract foreign customers (Pels, 2008). In addition, another article will report

on the descriptive methods and statistics and implications based on them. I have also decided to

publish an article regarding the factors that attract British tourist in order to choose Airlines for

travel. Another article on the results of my findings to recommend some methods for improving

the factors of Bangladesh Airline that attracts British Tourists could be published.

The research question that arose during my dissertation is what the importance of Airlines

industry is in order to improve tourism of a country. Another question which arises during this

research is to know the strategies, policies implemented by Bangladesh Airlines in order to

attract foreign customers. This research would reconsider and test my utilization definition for its

usefulness. Another research question have been raised i.e. what are the factors that attract

British tourist in order to choose Airlines for travel. These research questions and other

important issues of the dissertation will keep me on a research path for a considerable future.

Future learning could include other methods of Data analysis. It has encouraged me to learn

about the factor analysis, methodology and other procedures. The future experiences with

qualitative research methods will help to increase my research abilities (Pels, 2008). In further

research and learning, I can surely improve my understanding and ability of applying research

methods to program evaluation. I must carve out time to continue and utilize my new found

research skills.

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Figure 1 customer‘s satisfaction model (Baker, 2013).

Considering the Nature of Knowledge and Research

The dissertation has raised several questions about the nature of knowledge and research. My

dissertation results confirmed my own experience in knowing the factor which influences British

tourists to choose Bangladesh Airlines for travel to Bangladesh as a leisure destination. The

research has implied factors for the appraisal of overwhelming prospects to go for Bangladesh

Airlines. My reason and senses are used to observe, collect and analyse data to reach the

conclusion. Establishment such as theoretical frameworks has guided my reason and senses in

creating my research studies (Klabi, 2012). My experiences which I achieved during this

research have contributed to my understanding and are confirmed based on the reasons and

authority.

Research outline techniques had helped me in analysing the various factors that are affecting

British tourists to select Bangladesh airlines for travelling to Bangladesh as a leisure destination.

In the research, different types of research strategy, research approaches, data collection, and

research philosophy for selecting various certain research techniques has helped me to complete

this research (An and Noh, 2011). The research onions that contains six folds about research

involving philosophies, choices, time horizons, techniques, procedures and approaches has also

assist me a lot for this research. And hence I have already followed the entire layers of a research

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onion to continue the research activities. I have been inspired by the research philosophy in order

to improve the assumption that has been determined world of research which helps to identify I

have learned about the research design which is a vital technique of research which would help

the analysis in three ways for the research purpose and those are analytical, exploratory and

explanatory. According to these three ways of research purposes I have selected only the

analytical method as it will help to analyse the critical details and information for the reason of

adding more and trendier ideas and concepts for the materials of the research (An and Noh,

2011).

Questions about the nature of the knowledge and view of others around me had continued to

challenge and thinking and learning for the future. Other sources and methods of knowledge had

provided the answers to the questions which is not answerable by quantitative methods of

research. The present research amalgamates all these factors and presents the study in a much

more articulate manner overseeing the fundamentals of a good research. The British tourists

perspectives are quite readable after making the research following the relevant research

philosophy, approach and design. I was also very articulate in making changes or adjustments

wherever necessary to make the research more presentable and bring out the results as to why

British tourists choose Bangladesh airlines to fly to Bangladesh as a leisure destination.

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Thinking like a researcher

From the summary of my dissertation, my work in the research related to factors influencing

British Tourists to choose Bangladesh Airlines for travel to Bangladesh as a leisure destination

have started me along with the path of thinking like a researcher. I see research questions

globally surrounded me. I have started thinking like a researcher very desperately as I have

started thinking about methods, samples, and theories when someone asks me a research

questions. And sometimes when I hear presentations and reports of research I always question

the samples, theories and methods. And even when I started to begin with a new presentation,

workshop, dissertation and programs, I have started to examine the literature reviews,

recommendations, and theoretical frameworks regarding the certain topics. Even I have started to

create models and structures by myself in my by thinking regarding the certain topics and

presentations. I am more forward thinking as to the requirements of a good research and as such I

am more kind in choosing the right kind of research topic and strategies to complete the research.

One important fact that I learnt while competing the research that a researcher must be

professional and ethical in its conduct. As a researcher, I must never indulge in any activity that

would hamper the project and my motive of becoming a good researcher. Ethical considerations

mean that I must protect and upheld the rights of the respondents interviewed and never use such

information for personal gain and should fully protect the identity of the people who helped me

in the conducting the survey. By doing researches and analysis on various topics and by creating

dissertations on different topics my thinking and knowledge regarding the researches has been

developed (An and Noh, 2011). My potentiality and capability for making easy to difficult

presentations and dissertations has improved and enhanced. I have improved and developed my

knowledge regarding the aviation basis with the help of this dissertation. I am able to know the

various factors which are related to aviation. Even my task list has grown with capable future

research and articles. And hence by this reason I will never be the same again or I cannot be able

to think normally regarding the presentation and dissertation, I always think like researcher.

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An, M. and Noh, Y. (2011). Service-orientation of airlines: its impact on service-oriented

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Sciences, 4(2), p.174.

Baker, D. (2013). Service Quality and Customer Satisfaction in the Airline Industry: A

Comparison between Legacy Airlines and Low-Cost Airlines. AJTR, 2(1).

Budd, L. and Vorley, T. (2013). Airlines, apps, and business travel: a critical examination.

Research in Transportation Business & Management, 9, pp.41-49.

Fan, Z. and Jiang, Z. (2012). Integrated Quantitative Analysis of Customer Satisfaction Based on

Kano's Model. AMM, 224, pp.358-361.

Huang, Z. and Washington, M. (2015). Assimilation or Contrast? Status Inequality, Judgment of

Product Quality, and Product Choices in Markets. Organization Science.

Islam, M. (n.d.). Performance Analysis of Biman Bangladesh Airlines Limited. SSRN Electronic

Journal.

Klabi, F. (2012). The predictive power of destination-personality-congruity on tourist preference:

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Leone, R., Rao, V., Keller, K., Luo, A., McAlister, L. and Srivastava, R. (2006). Linking Brand

Equity to Customer Equity. Journal of Service Research, 9(2), pp.125-138.

Parajuli, B. (2008). Questionnaire: A Tool of Primary Data Collection. Himalayan J. Soc. &

Anth., 1, p.51.

Pearson, J. and Merkert, R. (2014). Airlines-within-airlines: A business model moving East.

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haul markets. Research in Transportation Economics, 24(1), pp.68-74.

Prasatadisak, E. and Chailom, P. (2013). THE EFFECT OF CUSTOMER SATISFACTION,

SWITCHING COSTS, INTERPERSONAL BONDS TOWARDS SERVICE LOYALTY

OF CUSTOMER IN THAI AIRLINES INDUSTRY. IJBR, 13(3), pp.143-154.

Salam, M. (n.d.). Determining a New Value Proposition for Biman Bangladesh Airlines. SSRN

Electronic Journal.

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