Qantas Consumer Brand Loyalty Report
Submitted By:
Daniel Dy
FEM3225
商科essay论文 Further, Qantas experienced another misfortune when its Boeing 747-400 returned to a Singapore airport after reporting an engine malfunction
1.0 Introduction
In recent times, Qantas, Australia’s largest airline, has witnessed a significant drop in its market share. There has been an increase in competition from other airlines such as Air Australia and Virgin Australia locally, and internationally, Emirates and Etihad have come up as major players that Qantas has to content with (Dorman, 2009). The situation has been worsened by the recent recession, which saw the prices of jet fuel skyrocket. For instance, Qantas CEO Alan Joyce noted that prices of jet fuel were at their highest between 2008 and the second half of 2011. Notably, the price of Singapore Jet Fuel rose from an average of US$ 88 per barrel in September 2010, to US$ 110 per barrel in January 2011. Further, as of February 2011, the price had risen to US$ 117 a barrel (McNamara, 2011).
The high prices of fuel mean high operating costs for Qantas, necessitating higher fares to be charged from passengers.
Yet with the increasing competition, this means that unsatisfied travelers are likely to use the other options available – that is the other airlines that have been mentioned. This greatly affects the brand loyalty of consumers using Qantas services. The problem is further exacerbated by the recent misfortunes that have surrounded the airline. On 4 November 2010, a Qantas Airbus A380 aircraft experienced an engine failure (Australian Transport Safety Bureau, 2011) and this greatly impacted customer perceptions safety aboard Qantas aircraft. Further, Qantas experienced another misfortune when its Boeing 747-400 returned to a Singapore airport after reporting an engine malfunction (Milmo & Webb, 2010). The airline also faced a hitch when its system to interact with customers through the social platform Twitter failed (Kennedy, 2011). 商科essay论文
All the problems mentioned above compound Qantas’s already delicate situation. Overall, although the direct aviation capacity to Australia rose by 39 percent between 2003 and 2009, total inbound passenger increase was only 10 percent (McNamara, 2011). This means that airlines are merely taking the existing demand. On the part of Qantas, its market share has plummeted from 35 percent to 20 percent (McNamara, 2011). This will form the major aspect of this research, which will aim to investigate the brand loyalty of Qantas’ customers.
1.2 Research questions
The research will seek to answer the following questions:
- How frequently do customers use the services of Qantas?
- What is the current perception of travelers towards Qantas?
- How have the recent Qantas misfortunes impacted people’s desire to travel with the airline?
- How do travelers perceive Qantas as a brand compared with other airlines?
- What services do consumers expect Qantas to offer in line with today’s modern travel?
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1.0 介绍 商科essay论文
最近，澳大利亚最大的航空公司澳洲航空的市场份额大幅下降。来自澳大利亚航空和维珍澳大利亚航空等其他航空公司的竞争日益激烈，在国际上，阿联酋航空和阿提哈德航空已成为澳航不得不满足的主要参与者（Dorman，2009 年）。最近的经济衰退使这种情况变得更糟，航空燃料价格飞涨。例如，澳航首席执行官艾伦乔伊斯指出，航油价格在 2008 年至 2011 年下半年期间处于最高水平。值得注意的是，新加坡航油的价格从 2010 年 9 月的平均每桶 88 美元上涨至美国2011 年 1 月达到每桶 110 美元。此外，截至 2011 年 2 月，价格已上涨至每桶 117 美元（McNamara，2011 年）。
高昂的燃油价格意味着澳洲航空的高运营成本，因此需要向乘客收取更高的票价。
然而，随着竞争的加剧，这意味着不满意的旅客可能会使用其他可用的选择——也就是已经提到的其他航空公司。这极大地影响了使用澳航服务的消费者的品牌忠诚度。最近围绕该航空公司的不幸事件进一步加剧了这个问题。 2010 年 11 月 4 日，澳洲航空的一架空客 A380 飞机出现发动机故障（澳大利亚运输安全局，2011 年），这极大地影响了客户对澳洲航空飞机安全的看法。此外，澳洲航空的波音 747-400 在报告发动机故障后返回新加坡机场时，又经历了另一场不幸（Milmo & Webb，2010 年）。当其通过社交平台 Twitter 与客户互动的系统出现故障时，该航空公司也遇到了麻烦（肯尼迪，2011 年）。
上面提到的所有问题都加剧了澳航本已脆弱的局面。总体而言，尽管直飞澳大利亚的航空运力在 2003 年至 2009 年间增长了 39%，但入境旅客总数仅增长了 10%（McNamara，2011 年）。这意味着航空公司只是在吸收现有的需求。澳洲航空的市场份额从 35% 下降到 20%（McNamara，2011 年）。这将构成这项研究的主要方面，旨在调查澳航客户的品牌忠诚度。
1.2 研究问题
该研究将寻求回答以下问题：
- 客户多久使用一次澳洲航空的服务？
- 目前旅客对澳航的看法是什么？
- 最近澳航的不幸事件如何影响人们乘坐该航空公司的航班的愿望？
- 与其他航空公司相比，旅客如何将澳洲航空视为一个品牌？
- 消费者希望澳航提供哪些符合当今现代旅行的服务？
1.3 Research methodology
The research was conducted using an online questionnaire as the data collection method. Data collection was done by posting a questionnaire on two popular social networking sites – Twitter and Facebook. These two platforms were preferred because they are commonly used by Qantas to interact with its customers (Kennedy, 2011).
Questionnaires were posted on both sites so that interested parties would answer the listed questions. The questions were meant to revolve around the key questions identified in the research questions. The questionnaire consisted of both closed ended and open-ended questions, and thus yielded both quantitative and qualitative data. Qualitative research yields data on areas such as attitudes, experiences and so forth; whereas quantitative research yields data based on what is framed by the researcher (Dawson, 2002). 商科essay论文
There are many advantages of using online questionnaires to collect data.
Importantly, this method reduces the cost and time for research, and removes geographical and temporal barriers (Katsirikou & Skiadas, 2010). Online questionnaires will not incur costs of paper, printing and postage. They also have the potential to collect large amounts of data in a relatively short time. There is also evidence that online questionnaires obtain a higher number of responses than paper-based questionnaires (Katsirikou & Skiadas, 2010). With these questionnaires, it is possible to format questions to be answered in a certain way, hence making it easier to interpret the data collected (Katsirikou & Skiadas, 2010). Online surveys are also much faster than the traditional printed surveys (Sirakaya-Turk, 2011).
The major demerit of using online questionnaires is the element of bias that is introduced. Essentially, as Katsirikou and Skiadas (2010) note, not everyone has access to the Internet. Nevertheless, the research is premised on the assumption that at least a majority of today’s air travelers have access to the internet via phones or computers at home, work, places of learning, from a cyber and so forth. Other disadvantages of online survey research include uncertainty over the validity of the data and sampling issues, concerns about space and time, and issues of design, implementation and evaluation of the survey (Sirakaya-Turk, 2011).
1.4 Sample size
The research study targeted 50 or more respondents from only those responses received from the areas in which Qantas operates (Australia, South Africa, the Americas, Europe, South Pacific and Asia) will be regarded appropriate for the research.
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1.3 研究方法 商科essay论文
该研究使用在线问卷作为数据收集方法进行。数据收集是通过在两个流行的社交网站——Twitter 和 Facebook 上发布问卷来完成的。这两个平台是首选，因为澳航通常使用它们与客户互动（肯尼迪，2011 年）。
问卷已张贴在两个网站上，以便感兴趣的各方回答所列问题。这些问题旨在围绕研究问题中确定的关键问题展开。问卷由封闭式和开放式问题组成，因此产生了定量和定性数据。定性研究产生关于态度、经验等领域的数据；而定量研究产生的数据基于研究人员的框架（Dawson，2002）。
使用在线问卷收集数据有很多好处。
重要的是，这种方法降低了研究成本和时间，并消除了地理和时间障碍（Katsirikou & Skiadas，2010）。在线问卷不会产生纸张、印刷和邮资费用。它们还具有在相对较短的时间内收集大量数据的潜力。还有证据表明，在线问卷比纸质问卷获得的回复数量更多（Katsirikou 和 Skiadas，2010 年）。使用这些问卷，可以将问题以某种方式回答，从而更容易解释收集到的数据（Katsirikou & Skiadas，2010）。在线调查也比传统的印刷调查快得多（Sirakaya-Turk，2011）。
使用在线问卷的主要缺点是引入了偏见。本质上，正如 Katsirikou 和 Skiadas (2010) 指出的那样，并不是每个人都可以访问互联网。尽管如此，该研究的前提是假设至少当今大多数航空旅客可以在家中、工作场所、学习场所、网络等处通过电话或计算机访问互联网。在线调查研究的其他缺点包括数据有效性和抽样问题的不确定性、对空间和时间的担忧，以及调查的设计、实施和评估问题（Sirakaya-Turk，2011 年）。
1.4 样本量
该研究针对 50 名或更多的受访者，其中仅从澳洲航空运营的地区（澳大利亚、南非、美洲、欧洲、南太平洋和亚洲）收到的回复将被视为适合该研究。
1.5 Sampling method
The questionnaire was posted online on the Facebook and Twitter pages of Qantas. All viewers were eligible to participate in the survey but only those responses from the locations highlighted above are to be considered for the purpose of the research. This will form an appropriate representative sample of the current market and potential market of the airline.
1.6 Research method
The questionnaire was structured in a way such that respondents can give ‘yes’ or ‘no’ answers to most of the questions Some sections allowed them to give an opinion by illustrating various aspects about the Qantas brand. This section is particularly important for gathering information to compare the Qantas brand with other airlines as well as for determining what customers expect of Qantas services. The research has been conducted in a period of two months to allow as many people as possible an ample opportunity to access the questions and participate in the survey.
1.7 Location
The study was conducted online and therefore the data to be gathered will be from the different locations of the world where Qantas operates.
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1.5 抽样方法 商科essay论文
该问卷已在线发布在澳航的 Facebook 和 Twitter 页面上。所有观众都有资格参与调查，但只有来自上面突出显示的地点的回应才会被考虑用于研究目的。这将形成航空公司当前市场和潜在市场的适当代表性样本。
1.6 研究方法
问卷的结构使得受访者可以对大多数问题给出“是”或“否”的答案。有些部分允许他们通过说明有关澳航品牌的各个方面来发表意见。此部分对于收集信息以将澳航品牌与其他航空公司进行比较以及确定客户对澳航服务的期望尤为重要。该研究在两个月内进行，目的是让尽可能多的人有充足的机会访问问题并参与调查。
1.7 位置
该研究是在线进行的，因此要收集的数据将来自澳洲航空运营的全球不同地点。
1.8 Time (Research Schedule)
The research has taken two months to complete; between December 2011 and January 2012. Sampling the responses, analyzing the data and writing a report of the findings was done between January 2012 and February 2012. This is shown in the schedule below.
Table 1.0 Research Schedule
|
|
November 2011 | December 2012 | January 2012 | February 2012 |
| Preparing and posting the questionnaire online | ||||
| Sampling the responses and selecting the valid ones | ||||
| Data analysis | ||||
| Report writing |
1.9 Limitations to the research
As mentioned above, the obvious limitation of the research method is that it covered only those people who have access to the internet. This has potential of leaving out other potential respondents. In addition, it was not possible to understand the specific consumer attributes as pertains to brand loyalty. According to Hoyer and Macinnis (2009), brand loyalty results from very positive reinforcement of a performance-related choice tactic. Brand loyalty can also grow when a consumer becomes skillful in using a particular offering. Since this study was conducted online, It was not possible to target only those travelers who have used Qantas services a number of times. Although it is possible to rely only on those customers who are frequent flyers of with Qantas, their number on the social networking sites may not suffice the desired sample size.
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1.8 时间（研究日程）
这项研究花了两个月的时间才完成； 2011 年 12 月至 2012 年 1 月之间。对答复进行抽样、分析数据并编写调查结果报告是在 2012 年 1 月至 2012 年 2 月期间完成的。这显示在下面的时间表中。
表 1.0 研究计划
|
|
November 2011 | December 2012 | January 2012 | February 2012 |
| Preparing and posting the questionnaire online | 商科essay论文 | |||
| Sampling the responses and selecting the valid ones | ||||
| Data analysis | ||||
| Report writing |
1.9 研究的局限性
如上所述，研究方法的明显局限性在于它只涵盖了那些可以访问互联网的人。这可能会遗漏其他潜在受访者。此外，无法了解与品牌忠诚度相关的特定消费者属性。根据 Hoyer 和 Macinnis (2009) 的说法，品牌忠诚度源于对与绩效相关的选择策略的非常积极的强化。当消费者熟练使用特定产品时，品牌忠诚度也会增加。由于这项研究是在线进行的，因此不可能只针对曾多次使用澳航服务的旅客。虽然可以只依赖那些经常乘坐澳洲航空的乘客，但他们在社交网站上的人数可能不足以满足所需的样本量。
2.0 Literature review
2.1 Introduction
This section reviews literature that relates to Qantas. It presents the strategies Qantas has used to capture the market. Some of these include the adoption of a two brand strategy, and techniques to enhance customer retention and improve brand loyalty. The key areas of service quality that airlines to need pay attention to in regard to customer satisfaction are also addressed. As organisations strive to improve quality, they also meet challenges due to competition and technological improvements. However, they have to tackle them to reassure their customer and preserve the level of brand loyalty.
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2.0 文献综述
2.1 介绍
本节回顾了与澳洲航空相关的文献。 它介绍了澳洲航空用于占领市场的策略。 其中一些包括采用双品牌战略，以及提高客户保留率和提高品牌忠诚度的技术。 还讨论了航空公司在客户满意度方面需要关注的服务质量的关键领域。 在组织努力提高质量的同时，他们也因竞争和技术改进而面临挑战。 但是，他们必须解决这些问题，才能让客户放心并保持品牌忠诚度。
2.2 Discussion
Established in 1920, the Qantas Group today operates two major brands, that is Qantas and Jetstar. Qantas has in the past had a strong reputation for safety and operational reliability and this makes it popular among travellers (Rothkopf, 2009, p. 63). The two-brand strategy is aimed at building a leading airline group in the Asia-Pacific region by focusing on long-term profitable growth, and lowering the operating cost of its base (Rothkopf, 2009, p. 63).
The strategic aim of Qantas is well captured in this statement: “We aim to compete effectively across sectors of the aviation marketplace and in a growing number of markets” (Rothkopf, 2009, p. 63). The significance of the two-brand strategy adopted by the Group is underlined by the Group’s chief financial officer who states that the two unique and competitive brands of Qantas and Jetstar are critical to the Group’s future growth strategy.
Having more than one brand as Qantas has done is not a new phenomenon.
According to Kapferer (2012, p. 263), brand extension is not a new phenomenon and it is inherent in the luxury goods sector. In deed, the Qantas wing of the Qantas Group is the premium, full-service airline brand. This section pursues a traditional incumbent network carrier model on international trunk routes and domestic routes. There is also the QantasLink, which is the group’s full-service regional airline that supports the domestic network of Qantas by developing feeder markets that link regional business and leisure markets with the major cities. On the other hand, Jetstar operates as a low cost carrier and offers short haul low cost services as well as long-haul value based services (Rothkopf, 2009, p. 64).
Some key features of Qantas which have served to advance the airline’s brand loyalty include operation improvement in which domestic punctuality has been maintained above 85 percent;
the successful introduction of the Airbus A380 – the world’s largest airliner; and enhanced customer focus (Qantas Group, 2009). Along with this, there is significant evidence that Qantas’ brand loyalty has largely increased in recent years. For instance, the Group successfully launched the AnySeat and Frequent Flyers store, a direct earn strategy and saw a 23 percent increase in redemptions (Qantas Group, 2009). This is evidence that with the strategy that was implemented, Qantas was able to maintain its customers and attract new ones. This is also evidenced by the fact that the company’s credit card billings increased by 19 percent (Qantas Group, 2009). 商科essay论文
Focusing on customer retention through frequent flyer programmes, credit card billings and so forth as Qantas has done is important because according to Christopher and Payne (2003), the collective effect of a high retention rate and the improved profitability of loyal customers can lead not only to higher profit, but to an enhanced quality of earnings as the customer base is less volatile.
In addition, a company with a lower market share but high customer retention capacity can often be more profitable compared with a company that exhibits the reverse features (Christopher & Payne, 2003).
In spite of the strategies used by Qantas to promote brand loyalty, recent events have seen the airline’s fortunes dwindle. Part of the reasons for the decline in Qantas’ popularity are attributed to the two-brand strategy adopted by the Group, where it is perceived that focusing on the Jetstar brand kills the Qantas brand. For instance, in 2007 the Sydney Morning Herald highlighted a story about a survey that was conducted by the Choice magazine in which the 4000 subscribers of the magazine who participated in the survey indicated that Qantas’ domestic service was outperformed by all rivals apart from its subsidiary Jetstar (Sydney Morning Herald, 2007).
Qantas however refuted these claims, citing its profitability as an indicator that it was still a popular brand among travellers (Sydney Morning Herald, 2007). The position taken by Qantas may however not be justified since mere calculation of profitability is not the best indicator of brand equity, and in addition, customer brand loyalty is difficult to forecast (Shim & Siegel, 2008, p. 146).
Qantas has also suffered a number of challenges in recent times including rising oil prices, warnings of industrial action by staff, as well as a series of mid-air emergencies that adversely affected the airline in 2010 (Ferguson, 2011).
A key concern related to these issues is the feeling that Qantas CEO Alan Joyce has “Jetstarised” the company, which has diminished its prestige as a premium full-service airline (Ferguson, 2011). 商科essay论文
The implication of this is that the company’s image and popularity may be affected since brand image impacts how consumers perceive a product (Shafiq Gul et al. n.d.). Further, the perception of a brand is in the minds of people (Outhavong, 2007). According to Outhavong (2007), the brand image is a reflection of product being. Therefore, despite its success, Qantas still has a lot to do to maintain its customers and attract new ones. According to Kirman and Zeithaml (1993), managers have to engage in strategies that build positive brand equity for their products, but even as they do this, they should attempt to influence the consumer perceptions of the product.
According to Elliott and Percy (2007), brand images are created by the benefit claims that are made about the brand, usually through marketing communication.
Moreover, in positioning a brand, benefits are selected which are important to the brand’s target market. These benefits should also be ones that can deliver, be ideally associated with the brand and should be presented in marketing communication as visual or verbal benefit claims (Elliott & Percy, 2007). Therefore, to change its perceived negative image in the market, Qantas should energetically highlight its positive attributes and achievements and attempt to convince travellers that it is in deed their airline of choice. This will hopefully change the negative perceptions of some customers regarding the airline in some sections of the market. 商科essay论文
It is inarguable that delivering superior service quality should be a prerequisite for success as well as survival in the contemporary competitive business environment (Gilbert & Wong, 2002). This is particularly important for a large airline company such as Qantas. Gilbert and Wong (2002) conducted a review of literature with regard to airlines delivering superior service quality. After analysing a number of issues, they came to the conclusion that the key service quality features expected by customers include (1) reliability in maintaining flight schedules and reservation, ticketing, in-flight and ground services; (2) reassurance by good safety records; (3) convenient flight schedules as well as non-stop service; (4) correct and timely handling of luggage, (5) friendly and cooperative employees; and (6) a beneficial frequent flyer programme.
As competition among airlines increases, it is important for Qantas to take the mentioned areas into consideration.
With the growing technological advancement, customers also want to be assured of the services that airlines offer online. These include quick response times (through social networking sites such as Twitter), having problems solved in good time (preferably as soon as the problem occurs); a feeling that the service person cares about them; and a reassurance that using the online facility will be easy, if not easier, compared with calling on the phone to seek help (Carroll, 2011). Essentially, Qantas should strive to show its customers that even as it delivers two brands in the market it can provide competitive services in both low cost carrier and premium full-service capacities through Jetstar and Qantas respectively. These will help to change the negative opinions about the Qantas Group which have been developing since 2010.
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2.2 讨论
澳洲航空集团成立于 1920 年，如今经营着两大品牌，即澳洲航空和捷星航空。澳洲航空过去在安全性和运营可靠性方面享有盛誉，因此深受旅客欢迎（Rothkopf，2009，第 63 页）。双品牌战略旨在通过专注于长期盈利增长和降低基地运营成本，打造亚太地区领先的航空集团（Rothkopf，2009，第 63 页）。
澳航的战略目标在以下声明中得到了很好的体现：“我们的目标是在航空市场的各个部门和越来越多的市场中进行有效竞争”（Rothkopf，2009 年，第 63 页）。集团首席财务官强调了集团采用双品牌战略的重要性，他表示澳航和捷星这两个独特且具有竞争力的品牌对集团未来的增长战略至关重要。
拥有多个品牌（如澳洲航空）并不是一种新现象。
根据 Kapferer (2012, p. 263) 的说法，品牌延伸并不是一个新现象，它是奢侈品行业固有的。事实上，澳洲航空集团的澳洲航空翼是优质、全方位服务的航空公司品牌。本段在国际干线和国内航线上均采用传统的现有网络承运人模式。还有 QantasLink，这是该集团的全方位服务区域航空公司，通过开发连接区域商务和休闲市场与主要城市的支线市场来支持澳洲航空的国内网络。另一方面，捷星作为一家低成本航空公司运营，提供短途低成本服务以及基于价值的长途服务（Rothkopf，2009 年，第 64 页）。
澳航有助于提高航空公司品牌忠诚度的一些关键特征包括运营改进，国内准点率保持在 85% 以上；
成功引进世界上最大的客机空中客车A380；并加强对客户的关注（澳洲航空集团，2009 年）。与此同时，有重要证据表明澳洲航空的品牌忠诚度近年来大幅提高。例如，该集团成功推出了 AnySeat 和飞行常客商店，这是一项直接赚取的策略，兑现量增加了 23%（澳洲航空集团，2009 年）。这证明通过实施该战略，澳航能够维持其客户并吸引新客户。公司的信用卡账单增加了 19%，这也证明了这一点（Qantas Group，2009）。
像澳航所做的那样，通过飞行常客计划、信用卡账单等方式关注客户保留很重要，因为根据 Christopher 和 Payne（2003 年）的说法，高保留率和忠诚客户盈利能力提高的集体效应不仅可以导致获得更高的利润，但由于客户群的波动性较小，因此收益质量更高。
此外，与表现出相反特征的公司相比，市场份额较低但客户保留能力较高的公司通常更有利可图（克里斯托弗和佩恩，2003 年）。
尽管澳航采取了提升品牌忠诚度的策略，但最近发生的事件让该航空公司的财富缩水。澳航受欢迎程度下降的部分原因是本集团采取的双品牌战略，认为专注于捷星品牌会扼杀澳航品牌。例如，2007 年《悉尼先驱晨报》重点报道了《选择》杂志进行的一项调查，参与调查的该杂志的 4000 名订阅者表示，澳洲航空的国内服务表现优于除其子公司之外的所有竞争对手捷星航空（悉尼先驱晨报，2007 年）。
然而，澳航驳斥了这些说法，称其盈利能力表明它仍然是旅行者中受欢迎的品牌（悉尼先驱晨报，2007 年）。然而，澳航采取的立场可能不合理，因为仅仅计算盈利能力并不是品牌资产的最佳指标，此外，客户品牌忠诚度也难以预测（Shim & Siegel，2008 年，第 146 页）。
澳洲航空近来也遇到了许多挑战，包括油价上涨、员工警告采取工业行动，以及 2010 年对航空公司产生不利影响的一系列空中紧急情况（Ferguson，2011）。
与这些问题相关的一个关键问题是，澳航首席执行官艾伦乔伊斯 (Alan Joyce) 认为该公司已“捷星化”，这削弱了其作为优质全方位服务航空公司的声望（Ferguson，2011 年）。
这意味着公司的形象和知名度可能会受到影响，因为品牌形象会影响消费者对产品的看法（Shafiq Gul 等人，未注明出处）。此外，品牌的认知存在于人们的脑海中（Outhavong，2007）。根据 Outhavong (2007)，品牌形象是产品存在的反映。因此，尽管取得了成功，澳洲航空在维护客户和吸引新客户方面仍有很多工作要做。根据 Kirman 和 Zeithaml (1993) 的说法，管理者必须参与为其产品建立积极品牌资产的策略，但即使他们这样做，他们也应该尝试影响消费者对产品的看法。
根据 ELLIOTT 和 PERCY (2007) 的说法，品牌形象是由对品牌的利益主张创造的，通常是通过营销传播。
此外，在定位品牌时，会选择对品牌目标市场很重要的利益。这些好处也应该是可以提供的，与品牌完美相关，并且应该在营销传播中作为视觉或口头好处声明（Elliott & Percy，2007）。因此，为了改变其在市场上的负面形象，澳航应该大力突出其积极的属性和成就，并试图让旅客相信它确实是他们的首选航空公司。这有望改变某些客户在市场某些部分对航空公司的负面看法。
无可争辩的是，在当代竞争激烈的商业环境中，提供卓越的服务质量应该是成功和生存的先决条件（Gilbert & Wong，2002 年）。这对于澳洲航空这样的大型航空公司来说尤为重要。 Gilbert 和 Wong (2002) 对有关航空公司提供卓越服务质量的文献进行了回顾。通过对一系列问题的分析，他们得出的结论是，客户期望的关键服务质量特征包括：（1）在维护航班时刻表和预订、售票、机上和地面服务方面的可靠性； (2) 良好的安全记录保证； (3) 方便的航班时刻表和直达服务； (4) 正确及时地处理行李， (5) 友好合作的员工； (6) 有益的飞行常客计划。
随着航空公司之间竞争的加剧，澳航将上述领域考虑在内是很重要的。
随着技术的不断进步，客户也希望对航空公司提供的在线服务感到放心。这些包括快速响应时间（通过 Twitter 等社交网站）、及时解决问题（最好是在问题发生时）；服务人员关心他们的感觉；并保证与通过电话寻求帮助相比，使用在线工具会更容易，甚至更容易（Carroll，2011）。从本质上讲，澳航应该努力向其客户展示，即使它在市场上提供两个品牌，它也可以分别通过捷星和澳航在低成本航空公司和优质全方位服务能力方面提供有竞争力的服务。这些将有助于改变自 2010 年以来一直在发展的对澳航集团的负面看法。
2.2 Conclusion
In conclusion, the literature review has discussed the marketing strategies adopted by Qantas to capture the market. In spite of this, challenges still arise and these are likely to affect the airline’s brand loyalty in the perspective of customers. The articles cited in the review have highlighted issues relating to brand loyalty, customer retention and satisfaction, which is in line with the theme of this research.
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2.2 结论 商科essay论文
总之，文献综述讨论了澳航为占领市场而采用的营销策略。 尽管如此，挑战仍然存在，这些挑战可能会影响航空公司在客户角度的品牌忠诚度。 评论中引用的文章强调了与品牌忠诚度、客户保留和满意度相关的问题，这与本研究的主题一致。
3.0 ANALYSIS OF FINDINGS
3.1 Introduction
Analysis of results refers to a practice in which raw data is organized and ordered in order to extract useful information from it (O’Leary, Z, 2004 & Jha, snot dated). Raw data refers to first hand information which may be derived using various approaches such as observations, measurements, interviews and survey questionnaires among others. Such information can be incredibly useful but it requires further ordering and interpretation. Thus, the process of data analysis involves ordering and interpreting such information in a way that it will be readily understood by users (O’Leary, Z, 2004 & United Nations Statistical Commission, 2007).
The results of this study are based on both qualitative and quantitative investigation of the brand loyalty of Qantas’ customers.
In order to satisfy the purpose for this research, the study relied on both primary and secondary data. The secondary data was collected mainly from websites, newspapers and magazines and in few cases, from books and journals. The literature collected and reviewed gave an overview of the factors that influence the recent change in brand loyalty of Qantas’ customers. 商科essay论文
The primary data for this study was collected from users of the two most populous internet social sites, Facebook and Twitter. This was achieved through the use of questionnaires that the researcher posted in both sites, which contained both closed ended and open ended questions. A total of 33 questionnaires were completed. However, 4 of these were completed by individuals from different regions other than those the researcher consider appropriate for the purpose of this study. They were thus eliminated and the final number was kept at 29, which form the basis of the results of this chapter. Thus this chapter presents the summary of the study results followed by discussion of findings in relation to the problem statement purpose of research and research question.
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3.0 结果分析 商科essay论文
3.1 介绍
结果分析是指对原始数据进行组织和排序以从中提取有用信息的一种做法（O’Leary, Z, 2004 & Jha, snot dated）。原始数据是指可以使用各种方法（例如观察、测量、访谈和调查问卷等）得出的第一手信息。此类信息可能非常有用，但需要进一步排序和解释。因此，数据分析过程涉及以用户易于理解的方式对此类信息进行排序和解释（O’Leary, Z, 2004 和联合国统计委员会，2007）。
本研究的结果基于对澳航客户品牌忠诚度的定性和定量调查。
为了满足本研究的目的，本研究同时依赖于一手和二手数据。二手数据主要来自网站、报纸和杂志，少数情况下来自书籍和期刊。收集和审查的文献概述了影响澳航客户品牌忠诚度近期变化的因素。
这项研究的主要数据是从两个人口最多的互联网社交网站 Facebook 和 Twitter 的用户那里收集的。这是通过使用研究人员在两个网站上发布的问卷来实现的，其中包含封闭式和开放式问题。共完成问卷 33 份。然而，其中 4 个是由来自不同地区的个人完成的，而不是研究人员认为适合本研究目的的人。他们因此被淘汰，最终数量保持在 29，这构成了本章结果的基础。因此，本章介绍了研究结果的总结，然后讨论了与研究的问题陈述目的和研究问题相关的发现。
3.2 Summary of findings
The figure below presents a summary of the findings.
Table 2.0: Summary of the findings
| Questions | Options | Responses |
| Nationality | Australia | 5 |
| South Africa | 2 | |
| Americans | 7 | |
| Europe | 8 | |
| South Pacific | 4 | |
| Asia | 3 | |
| Gender | Male | 17 |
| Female | 12 | |
| Aged Groups | 17-21 | 4 |
| 22-35 | 11 | |
| 35 and above | 14 | |
How often do you travel by plane? |
More than 5 times a year | 22 |
| Less than 5 times a year | 7 | |
| Purpose of traveling by plane | Leisure | 8 |
| Business | 17 | |
| Other | 4 | |
| What airlines do you normally use to travel on domestically? | Qantas | 6 |
| Jetstar | 2 | |
| Regional Express | 8 | |
| Tiger | 6 | |
| Virgin Blue/ Pacific Blue | 7 | |
| What airlines do you normally travel on internationally? | Qantas | 3 |
| Singapore Airlines | 1 | |
| Emirates | 4 | |
| Japanese Airlines | 3 | |
| Air Asia | 4 | |
| Garuda Airlines | 3 | |
| Southern China/Eastern China Airlines | 5 | |
| Other | 6 | |
Do you think Qantas has the quality and services you’re looking for in airlines? |
Yes | 14 |
| No | 15 | |
| Are you a Qantas frequent flyer? | Yes | 5 |
| No | 24 | |
| After the previous Qantas incident with the new airbus A380, are you willing to travel with Qantas Airlines? | Yes | 5 |
| No | 24 | |
| Do you suggest Qantas needs to improve their brand image after their previous incidents? | Yes | 26 |
| No | 3 | |
| Do you think the incident has an impact on Qantas subsidiary companies | Yes | 24 |
| No | 5 | |
| Rolls Royce made the engine for the new Qantas A380, do you think that it is entirely Qantas fault for the incidents that occur with the new airplanes? | Yes | 3 |
| No | 26 | |
| How would you rate Qantas value for money? | Great | 2 |
| Good | 7 | |
| Fair | 11 | |
| Poor | 6 | |
| Very poor | 3 |
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3.2 结果总结
下图总结了调查结果。
表 2.0：调查结果摘要
| Questions | Options | Responses |
| Nationality | Australia | 5 |
| South Africa | 2 | |
| Americans | 7 | |
| Europe | 8 | |
| South Pacific | 4 | |
| Asia | 3 | |
| Gender | Male | 17 |
| Female | 12 | |
| Aged Groups | 17-21 | 4 |
| 22-35 | 11 | |
| 35 and above | 14 | |
How often do you travel by plane? |
More than 5 times a year | 22 |
| Less than 5 times a year | 7 | |
| Purpose of traveling by plane | Leisure | 8 |
| Business | 17 | |
| Other | 4 | |
| What airlines do you normally use to travel on domestically? | Qantas | 6 |
| Jetstar | 2 | |
| Regional Express | 8 | |
| Tiger | 6 | |
| Virgin Blue/ Pacific Blue | 7 | |
| What airlines do you normally travel on internationally? | Qantas | 3 |
| Singapore Airlines | 1 | |
| Emirates | 4 | |
| Japanese Airlines | 3 | |
| Air Asia | 4 | |
| Garuda Airlines | 3 | |
| Southern China/Eastern China Airlines | 5 | |
| Other | 6 | |
Do you think Qantas has the quality and services you’re looking for in airlines? |
Yes | 14 |
| No | 15 | |
| Are you a Qantas frequent flyer? | Yes | 5 |
| No | 24 | |
| After the previous Qantas incident with the new airbus A380, are you willing to travel with Qantas Airlines? | Yes | 5 |
| No | 24 | |
| Do you suggest Qantas needs to improve their brand image after their previous incidents? | Yes | 26 |
| No | 3 | |
| Do you think the incident has an impact on Qantas subsidiary companies | Yes | 24 |
| No | 5 | |
| Rolls Royce made the engine for the new Qantas A380, do you think that it is entirely Qantas fault for the incidents that occur with the new airplanes? | Yes | 3 |
| No | 26 | |
| How would you rate Qantas value for money? | Great | 2 |
| Good | 7 | |
| Fair | 11 | |
| Poor | 6 | |
| Very poor | 3 |
3.3 Subject Demographics
3.3.1 Nationality
The respondents were required to indicate their nationality. The researcher needed to base his analysis on respondents from Australia, South Africa, the Americas, Europe, South Pacific and Asia.
Figure: 1.0: Nationality distribution
It was important for the researcher to base his study on only those responses that were received from the areas in which Qantas operates. Participants from these areas are more likely to have prior experience with Qantas and thus, their responses are more reliable.
3.3.2 Gender
Demographic information was collected for the respondents using the survey questionnaire. The respondents were only required to indicate their gender by writing the word female or male. Of the participants, 30 were male 20 female users of the social sites participated in this study.
Figure 2.0: Gender distribution
3.3.3 Age
The age distribution was as indicated in the figure below: 商科essay论文
Figure3.0 Age distribution
The ages for all participants ranged between 18 to 66 years. The average age for the respondents was 32 years while 35 years was the most frequent age.
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3.3 主题人口统计 商科essay论文
3.3.1 国籍
受访者被要求表明他们的国籍。研究人员需要根据来自澳大利亚、南非、美洲、欧洲、南太平洋和亚洲的受访者进行分析。
图：1.0：国籍分布
对研究人员而言，重要的是仅根据从澳洲航空运营地区收到的那些回应进行研究。这些地区的参与者更有可能在澳航之前有过相关经验，因此他们的回答更可靠。
3.3.2 性别
使用调查问卷为受访者收集人口统计信息。受访者只需要写上女性或男性这个词来表明他们的性别。在参与者中，有 30 名男性用户和 20 名女性用户参与了本次研究的社交网站。
图 2.0：性别分布
3.3.3 年龄
年龄分布如下图所示：
图 3.0 年龄分布
所有参与者的年龄介于 18 至 66 岁之间。受访者的平均年龄为 32 岁，而 35 岁是最常见的年龄。
3.4 Determinants of customer royalty for Qantas airlines
The study tested customer loyalty to the services of Qantas airlines as one of the brands available in the air travel market in Australia. The specific determinants for customer loyalty are:
3.4.1How frequently do customers use the services of Qantas?
In order to get insight to this issue, various questions were included in the questionnaires which are discussed below.
a)How often do you travel by plane?
In this section, the respondents were asked to indicate whether they travelled less or more than 5 times in a year. 22 of the respondents in the analysis group indicated that they travelled more than 5 times in a year while the rest 7 indicated that they travelled less than 5 times a year. These findings are presented in the diagram below:
Figure 4.0: How often do you travel by plane?
This question was important in understanding the kind of respondents that the researcher was dealing with. The frequency of travelling in this case is vital in determining how well the participants understand the issues that the study focuses on. Thus, the greater the number of individuals travelling in more than 5 times a year, the better for the purpose of this study and the more reliable are the findings. Since a higher percentage of the participants indicated that they travel in more than 5 times a year, this makes the findings reliable.
a)Purpose of traveling by plane
The respondents were asked to indicate the purpose for which they travelled. They were provided with three choices; leisure, business or other purposes. 8 of the participants indicated that they were travelling for leisure, 17 indicated that they were travelling for business purposes while 4 indicated that they were travelling for other purposes. The following diagram gives summary of the findings:
Figure 5.0: Purpose of traveling by plane
This question was essential for the purpose of this study in establishing individual’s motivation to choose a given brand. According to Woodside & Martin (2008), business travelers have different motives for travelling and as well, they have different desires. Business travelers have a more functional, utilitarian approach to travel and usually, the quality and distinctiveness of public areas is a major factor in their evaluations and decisions. Unlike most leisure travelers, they require convenience and prestige.
Their cost for travel is paid by their employers and thus, they often less economical compared to leisure travelers. They are often motivated by practicality and functionality (Woodside & Martin, 2008). In short, business travelers are often more strict in evaluating the services provided by air travel companies before making choices. Therefore business travelers are likely to be more selective and understand the differences in quality of services provided by different air travel companies. As such, this aspect has an impact on the responses provided by participants in our study. Since the greatest number of the participants is business travelers, they are more likely going to give valid and more reliable results. This makes the findings of our study to be reliable. 商科essay论文
a)What airlines do you normally use to travel domestically?
The respondents were given five options for this question; Qantas, Jetstar, Regional Express, Virgin Blue/ Pacific Blue and Tiger
The findings for this section are presented in the figure below:
Figure 6.0: What airlines do you normally use to travel domestically?
This question was very important in showing the popularity of Qantas airlines, among other brands in the domestic market. As the results indicate, the popularity of Qantas airlines in the domestic market is below that of Regional Express and Virgin Blue/ Pacific Blue. This explains the fact that though Qantas has been the most preferred brand for a long time in the domestic market, its popularity has declined (Qantas, 2011).
a)What airlines do you normally use to travel internationally?
Several direct competitors of Qantas internationally were included in the choices provided for this question. The findings are briefed in the figure below:
Figure 7.0: What airlines do you normally use to travel internationally?
The above results show that Qantas has a smaller share in the international market compared to its some of the major competitors. Being the second oldest airline in the world, its performance in the international market is expected to be better than this. This is a good indication of the fact that Qantas’s popularity in the international market has diminished.
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3.4 澳航航空公司客户特许权使用费的决定因素 商科essay论文
该研究测试了客户对澳航服务的忠诚度，澳航是澳大利亚航空旅行市场上可用的品牌之一。客户忠诚度的具体决定因素是：
3.4.1 客户使用澳洲航空服务的频率如何？
为了深入了解这个问题，下面讨论的问卷中包含了各种问题。
A) 您多久坐一次飞机？
在这一部分，受访者被要求说明他们一年中旅行的次数是少于还是多于 5 次。分析组中的22名受访者表示他们一年内旅行超过5次，而其余7名受访者表示他们一年内旅行的次数少于5次。这些发现如下图所示：
图 4.0：您多久乘飞机旅行？
这个问题对于理解研究人员正在处理的受访者类型很重要。在这种情况下，旅行的频率对于确定参与者对研究关注的问题的理解程度至关重要。因此，每年旅行超过 5 次的人数越多，本研究的目的就越好，结果也越可靠。由于更高比例的参与者表示他们每年旅行超过 5 次，这使得调查结果可靠。
A) 乘飞机旅行的目的
受访者被要求说明他们旅行的目的。他们提供了三种选择；休闲、商务或其他目的。 8 名参与者表示他们是为了休闲而旅行，17 名参与者表示他们是出于商务目的而旅行，而 4 人表示他们是出于其他目的而旅行。下图总结了调查结果：
图 5.0：乘飞机旅行的目的
这个问题对于本研究的目的至关重要，即建立个人选择给定品牌的动机。根据 Woodside & Martin (2008) 的说法，商务旅行者有不同的旅行动机，他们也有不同的愿望。商务旅客有更实用、更实用的旅行方式，通常，公共区域的质量和独特性是他们评估和决策的主要因素。与大多数休闲旅行者不同，他们需要便利和声望。
他们的旅行费用由雇主支付，因此，与休闲旅行者相比，他们通常不太经济。他们的动机通常是实用性和功能性（伍德赛德和马丁，2008 年）。简而言之，商务旅客在做出选择之前，往往对航空旅行公司提供的服务进行更严格的评估。因此，商务旅客可能会更有选择性，并了解不同航空旅行公司提供的服务质量差异。因此，这方面对我们研究中参与者提供的反应有影响。由于最多的参与者是商务旅行者，他们更有可能给出有效和更可靠的结果。这使得我们的研究结果是可靠的。
A) 您通常使用哪些航空公司在国内旅行？
对于这个问题，受访者有五个选项；澳航、捷星、区域快运、维珍蓝/太平洋蓝和虎航
本节的调查结果如下图所示：
图 6.0：您在国内旅行通常使用哪些航空公司？
这个问题对于展示澳洲航空以及其他品牌在国内市场的受欢迎程度非常重要。结果表明，澳洲航空在国内市场的受欢迎程度低于区域快运和维珍蓝/太平洋蓝。这解释了一个事实，尽管澳航长期以来一直是国内市场上最受欢迎的品牌，但其受欢迎程度却有所下降（Qantas，2011）。
A) 您通常使用哪些航空公司进行国际旅行？
为该问题提供的选项中包括了澳洲航空在国际上的几个直接竞争对手。调查结果简述于下图：
图 7.0：您通常使用哪些航空公司进行国际旅行？
上述结果表明，与一些主要竞争对手相比，澳航在国际市场上的份额较小。作为世界上历史第二悠久的航空公司，其在国际市场上的表现预计会比这更好。这很好地表明澳航在国际市场上的受欢迎程度已经下降。
3.4.2What is the current perception of travelers towards Qantas?
Several questions were included in the survey questionnaires so as to address this issue, are discussed below.
a)Do you think Qantas has the quality and services you’re looking for in airlines?
The respondents were simply required to tick a Yes or a No check box in this section. The results of this section are as presented in the diagram below:
Figure 8.0: Do you think Qantas has the quality and services you’re looking for in airlines?
This question directly addressed the issue of perception of Air travelers towards Qantas. Notably, the majority of the respondents perceive Qantas as lacking the kind of services that they seek for in airline companies. This is not a very impressive performance for an airline company that has long success history in the domestic and international market.
a)What do you think about Qantas?
This was an open-ended question and as the researcher expected, divergent views were given in this section. Most of the responses described experiences of the participants with Qantas. One of the participants explained that he had good experience with the staff of Qantas and described them as pleasant. However, he briefly added that they are not trained to make the clients onboard feel special. Another respondent explained that he had good experience with the company expect that the Qantas has poor entertainment.
One respondent was disappointed with the services provided by Qantas and she described her experience in Qantas A 380 airbus during a past flight. She indicated that the airbus had too many seats, making travelers uncomfortable and as well, the toilets of the airbus were not clean. Another respondent stated that he would not prefer Qantas due to its high prices. One of them explained that the only thing that he does not like about Qantas is the size of seats of A 380-800 Airbus. Generally, most of the views provided by the respondents indicated that they had issues with Qantas and would like the services of the company improved.
b)Are you a Qantas frequent flyer?
The respondents were required to mark a Yes or a No checkbox in this section. The results of this section are presented below:
Figure 9.0: Are you a Qantas frequent flyer?
The above results directly explain the fact that Qantas has a low market share both locally and internationally. Qantas is once one of the top ten leading companies in providing air travel services globally (Crouthamel, 2011). However, its market share in the international market has declined significantly as the above results indicate.
译文：
3.4.2旅客目前对澳航的看法是什么？ 商科essay论文
为了解决这个问题，调查问卷中包括了几个问题，下面讨论。
A) 您认为澳洲航空拥有您在航空公司中寻找的质量和服务吗？
受访者只需在此部分勾选是或否复选框。本部分的结果如下图所示：
图 8.0：您认为澳航拥有您在航空公司中寻找的质量和服务吗？
这个问题直接解决了航空旅客对澳洲航空的看法问题。值得注意的是，大多数受访者认为澳航缺乏他们在航空公司中寻求的那种服务。对于一家在国内外市场有着悠久成功历史的航空公司来说，这并不是一个非常令人印象深刻的表现。
A) 你觉得澳洲航空怎么样？ 商科essay论文
这是一个开放式问题，正如研究人员所料，本节给出了不同的观点。大多数回复描述了参与者在澳航的经历。其中一位参与者解释说，他与澳航的员工相处得很好，并形容他们很愉快。然而，他简短地补充说，他们没有接受过让船上客户感到特别的培训。另一位受访者解释说，他对公司有很好的经验，预计澳航的娱乐性很差。
一位受访者对澳航提供的服务感到失望，她描述了她在过去的一次飞行中乘坐澳航 A 380 空中客车的经历。她表示，空客的座位太多，让旅客感到不舒服，而且空客的厕所也不干净。另一位受访者表示，由于价格高，他不会选择澳航。其中一位解释说，他唯一不喜欢澳航的是 A 380-800 空客的座位大小。总体而言，受访者提供的大部分意见都表明他们与澳航存在问题，并希望该公司的服务得到改善。
B) 你是澳洲航空的飞行常客吗？
受访者需要在本部分勾选是或否复选框。本节的结果如下所示：
图 9.0：您是澳航的常旅客吗？
上述结果直接解释了澳航在本地和国际上的市场份额较低的事实。澳洲航空曾经是全球提供航空旅行服务的十大领先公司之一（Crouthamel，2011）。但如上述结果所示，其在国际市场上的市场份额已大幅下降。
4.3.3How have the recent Qantas misfortunes impacted on people’s desire to travel with the airline?
Several questions were included in survey questionnaire in order to address this issue, which are discussed below
a)After the previous Qantas incident with the new airbus A380, are you willing to travel with Qantas Airlines?
To respond to this question, participants were required to mark a Yes or a No checkbox. The results of this section are presented below:
Figure 10.0: After the previous Qantas incident with the new airbus A380, are you willing to travel with Qantas Airlines?
A few of the great number that checked the No checkbox gave comments to support their answers. One of them stated that Airbus is substandard and lacks quality and thus, unreliable. Another participant explained that his fear is that such incident would occur again in the future. One of them explained that he was involved in that particular incident stated that it was evident that the company does not test its travel facilities adequately.
Generally the above views indicate that some of the clients who had trusted Qantas have lost confidence with the company since the incidence involving A 380. This clearly indicates that the incident had an adverse impact on the desire of some clients and potential clients to use this airline.
译文：
4.3.3最近澳航的不幸对人们乘坐该航空公司的愿望产生了怎样的影响？ 商科essay论文
为了解决这个问题，调查问卷中包含了几个问题，下面讨论
A) 在之前的澳航与新的空中客车 A380 发生事故后，您是否愿意乘坐澳航的航班？
为了回答这个问题，参与者需要勾选是或否复选框。本节的结果如下所示：
图 10.0：在澳航上次乘坐新空客 A380 发生事故后，您是否愿意乘坐澳航旅行？
一些选中“否”复选框的大人物发表了评论以支持他们的答案。其中一位表示，空客不合格，缺乏质量，因此不可靠。另一位参与者解释说，他担心将来会再次发生此类事件。其中一位解释说，他参与了该特定事件，称该公司显然没有充分测试其旅行设施。
综上所述，从A 380事件发生以来，部分信任澳航的客户对澳航失去了信心。
a)Do you suggest Qantas needs to improve their brand image after their previous incidents?
In his section, the respondents were required to mark yes or no checkboxes. The results of this section are presented below:
Figure 11.0: Do you suggest Qantas needs to improve their brand image after their previous incidents?
Remarkably, the view of most of the respondents is that Qantas should try to improve its image after the A800 incident. Most of the respondents held the view that the company should adequately inspect its planes for any problems before any flight. After that, they should assure their clients and the public that their planes are well tested and safe for them.
A few of the participants indicated that the company should try to regain the lost market through offering of promotions and discounts. One of them explained that improvement of all services and cutting down of air ticket prices provided onboard will help to woe back old clients and attract new ones. Generally, it is evident that the incident had impacted negatively on the desire of travelers to use Qantas but as the above views indicate, the company has an opportunity to regain back customers it lost and even increase its market share.
a)Do you think the incident has an impact on Qantas subsidiary companies?
The respondents were also required to mark Yes or No checkbox in this section. The results of this section are presented below:
Figure 12.0: Do you think the incident has an impact on Qantas subsidiary companies?
The responses in this section are a good indicator that most travelers perceive the A380 incident as having a quite huge impact in the operations of Qantas and its subsidiaries. It is clear that most travelers hold a view that the subsidiaries of Qantas have similar weaknesses to the parent company. Thus, they would also not opt for the subsidiaries. This section also significantly shows how the desire for travelers to use Qantas has declined since the incident. 商科essay论文
a)Rolls Royce made the engine for the new Qantas A380, do you think that it is entirely Qantas fault for the incidents that occur with the new airplanes?
In his section, the respondents were required to mark yes or no checkboxes. The results of this section are presented below:
Figure 13.0: Rolls Royce made the engine for the new Qantas A380, do you think that it is entirely Qantas fault for the incidents that occur with the new airplanes?
The above responses show that though some travelers had lost confidence with Qantas, most believed the fault was with the engine maker, Rolls Royce. It was widely explained that the engine pipes of A380 had cracks and was defective (Danwarne, 2011). This was explained in the media that the pipes had poor modification which emanated from original design. Generally, the respondents seem to understand the cause of the problem and they do not attribute it to Qantas.
译文：
a) 您是否建议澳航在之前的事件发生后需要提升其品牌形象？ 商科essay论文
在他的部分，受访者被要求勾选是或否复选框。本节的结果如下所示：
图 11.0：您是否建议澳航在之前的事件发生后需要提升其品牌形象？
值得注意的是，大多数受访者的观点是，澳航应该在A800事件后努力提升自己的形象。大多数受访者认为该公司应在飞行前充分检查其飞机是否存在任何问题。在那之后，他们应该向他们的客户和公众保证他们的飞机经过了良好的测试并且对他们来说是安全的。
一些与会者表示，公司应通过促销和折扣来重新夺回失去的市场。其中一位解释说，改善所有服务并降低机上提供的机票价格将有助于挽回老客户并吸引新客户。总的来说，事件显然对旅客使用澳航的意愿产生了负面影响，但正如上述观点所示，该公司有机会重新夺回失去的客户，甚至增加其市场份额。
A) 您认为该事件对澳洲航空的子公司有影响吗？
受访者还需要在此部分勾选“是”或“否”复选框。本节的结果如下所示：
图 12.0：您认为此次事件对澳洲航空的子公司有影响吗？
本部分的回答很好地表明，大多数旅客认为 A380 事件对澳航及其子公司的运营产生了相当大的影响。很明显，大多数旅客都认为澳航的子公司与母公司有类似的弱点。因此，他们也不会选择子公司。该部分还显着地显示了旅客使用澳航的意愿自事件发生以来有所下降。
a) 劳斯莱斯为新的澳航A380制造了发动机，您认为新飞机发生的事故完全是澳航的错吗？
在他的部分，受访者被要求勾选是或否复选框。本节的结果如下所示：
图 13.0：劳斯莱斯为新澳航 A380 制造发动机，您认为新飞机发生的事故完全是澳航的错吗？
上述回应表明，尽管一些旅客对澳航失去了信心，但大多数人认为问题在于发动机制造商劳斯莱斯。广泛的解释是 A380 的发动机管道有裂纹并且存在缺陷（Danwarne，2011）。媒体解释说，由于原始设计对管道进行了不良修改。一般而言，受访者似乎了解问题的原因，并且不会将其归咎于澳航。
4.3.4How do travelers perceive Qantas as a brand compared with other airlines?
This issue was addressed in the question below:
a)How would you rate Qantas value for money?
The participants responded to this question by marking yes or no checkboxes. The results of this section are presented below:
Figure 14.0: How would you rate Qantas value for money?
On average, travelers’ rating of Qantas in regard to value they derive for their money is fair, as the above findings demonstrate. This implies that only a few travelers are fully satisfied with Qantas services, who feel that they derive value for their money in paying for the services. According to the findings, some perceive the services provided Qantas to be very unsatisfactory. This is a wake up call for Qantas. The company needs to examine its weakness and make the necessary adjustments in order to satisfy most, if not all travelers. This will assure travelers that they will derive value for their money as they pay for Qantas’s services.
译文：
4.3.4 与其他航空公司相比，旅客如何将澳洲航空视为一个品牌？
此问题已在以下问题中得到解决：
a) 您如何评价澳航的物有所值？
参与者通过标记是或否复选框来回答这个问题。本节的结果如下所示：
图 14.0：您如何评价澳航的性价比？
正如上述调查结果所表明的那样，平均而言，旅客对澳航的货币价值评价是公平的。这意味着只有少数旅客对澳航的服务完全满意，他们认为支付服务费用是物有所值的。根据调查结果，一些人认为澳航提供的服务非常不令人满意。这对澳航来说是一个警钟。该公司需要检查其弱点并进行必要的调整，以满足大多数（如果不是所有）旅客的需求。这将向旅客保证，他们在支付澳航服务的费用时会物有所值。
5 What services do consumers expect Qantas to offer in line with today’s modern travel?
The question below was included in the questionnaire to help in addressing the above issue.
a)What qualities and services do you seek in airlines?
The researcher decided not to provide options for this question in order to gather full views and the different perceptions of the respondents. Numerous views were advanced in response to this question. 17 of the respondents explained that reliability in maintaining flight schedules and reservation, ticketing, in-flight and ground services was of utmost importance to them. 15 of them indicated that they needed reassurance by good safety records from the air travel companies. 11 stated that they required convenient flight schedules as well as non-stop service while 9 of these added that they opted for companies with correct and timely handling of luggage. 3 explained that they felt safe in the hands of friendly and cooperative employees. 商科essay论文
This question was vital to help in understanding the level of quality of services air travelers opt for in relation to those provided by Qantas. Remarkably, most of the qualities and services mentioned by the respondents have been provided by Qantas for a long time (Qantas Airlines Business Report, 2011). But as the participants indicated in responses in earlier sections, the company has fall short of some such as reassurance by good safety records among others. This partly explains the source of the declined popularity of the company.
译文：
5 消费者希望澳航提供哪些符合当今现代旅行的服务？
问卷中包含以下问题以帮助解决上述问题。
A) 您希望航空公司具备哪些品质和服务？
研究人员决定不对这个问题提供选项，以收集受访者的完整观点和不同看法。针对这个问题，提出了许多观点。 17 名受访者解释说，维持航班时刻表和预订、票务、机上和地面服务的可靠性对他们来说至关重要。其中 15 人表示，他们需要航空旅行公司的良好安全记录来保证他们的安全。 11 人表示，他们需要方便的航班时刻表和直达服务，而其中 9 人补充说，他们选择了正确及时处理行李的公司。 3 解释说，他们在友好合作的员工手中感到安全。
这个问题对于帮助了解航空旅客选择的服务质量与澳洲航空提供的服务质量水平至关重要。值得注意的是，受访者提到的大部分质量和服务都是由澳航长期提供的（澳航商业报告，2011 年）。但是，正如参与者在前面部分的回复中所指出的那样，该公司未能通过良好的安全记录等来保证这一点。这部分解释了公司知名度下降的原因。
5.0 Conclusion
In conclusion, this study provides insight into the factors that have led to a drop in the market share of Qantas, both in the domestic and in the international market. Precisely, it investigates the factors behind the recent decline of customer loyalty to Qantas, which has for a long time enjoyed iconic status especially domestically. Various studies conducted previously on this particular issue have attributed the change to a recent change in the perspectives of clients and potential clients to the services provided by Qantas.
Most of the sources explain that the decline has been brought about by reduced popularity of Qantas in the face of clients due to the recent misfortunes that have hit the company, including the recent A380-800 airbus incident. the secondary sources have also attributed the decline in performance of Qantas to poor services that the company has been providing recently. Though the sources indicate that Qantas is still popular in due to reliability in maintaining flight schedules and reservation, ticketing, in-flight and ground services, it has scored lowly in providing vital services such as reassurance by good safety records and availability of trained, friendly and cooperative employees. 商科essay论文
This study contributes effectively to the body of scholarly knowledge by providing new findings that that addresses the factors leading to a change in customer loyalty for Qantas.
From the findings derived by the researcher, it is clear that preference for Qantas, among other brands is low. Other Airlines have overtaken the company that once had the greatest share domestically and a heavy command in the international market. It is also evident that most travelers have a negative perception of the Qantas, which they attribute to various factors including provision of poor services.
The researcher also confirmed that the desire to travel using Qantas has reduced significantly among most travelers. This has highly been caused by the recent misfortunes including the A380-800 incident. The researcher also confirmed that this has also adversely affected the popularity of Qantas’s subsidiaries. Qantas has a poor score in relation to other airlines, given that it is the second-oldest long-distance airline in the world and a long-time icon domestically.
Travelers expect Qantas to provide them with various services including assurance of reliability in maintaining flight schedules and reservation, ticketing, in-flight and ground services;
reassurance by good safety records; convenient flight schedules as well as non-stop service; correct and timely handling of luggage, friendly and cooperative employees; and a beneficial frequent flyer programme. From the findings, it was realised that Qantas is short of providing vital services such as reassurance by good safety records and availability of trained, friendly and cooperative employees. Generally, it is clear from the secondary and primary data findings that customer loyalty for Qantas has declined significantly due to various factors such as those that have been mentioned.
译文：
5.0 结论 商科essay论文
总之，这项研究提供了导致澳航在国内和国际市场上的市场份额下降的因素。准确地说，它调查了最近客户对澳航的忠诚度下降背后的因素，澳航长期以来一直享有标志性的地位，尤其是在国内。此前就这一特定问题进行的多项研究将这一变化归因于最近客户和潜在客户对澳航提供的服务的看法发生了变化。
大多数消息人士解释说，由于最近的不幸袭击了该公司，包括最近的 A380-800 空客事件，澳航在客户面前的受欢迎程度下降导致了下降。二手消息来源还将澳航业绩下滑归咎于该公司最近提供的糟糕服务。尽管消息来源表明，由于在维护航班时刻表和预订、票务、机上和地面服务方面的可靠性，澳航仍然很受欢迎，但它在提供重要服务方面得分较低，例如通过良好的安全记录和受过训练的友好服务的可用性提供保证和合作的员工。
这项研究提供了新的发现，解决了导致澳航客户忠诚度发生变化的因素，从而为学术界做出了有效贡献。
根据研究人员的调查结果，很明显，对澳航等品牌的偏好很低。其他航空公司已经超越了曾经在国内占有最大份额和在国际市场上占有重要地位的公司。同样明显的是，大多数旅客对澳航有负面看法，他们将其归因于各种因素，包括提供的服务差。
研究人员还证实，大多数旅客使用澳航旅行的愿望已显着降低。这在很大程度上是由最近的不幸事件造成的，包括 A380-800 事件。研究人员还证实，这也对澳航子公司的受欢迎程度产生了不利影响。澳洲航空与其他航空公司相比得分较低，因为它是世界上第二古老的长途航空公司，也是国内的长期标志。
旅客希望澳航为他们提供各种服务，包括保证航班时刻表和预订、票务、机上和地面服务的可靠性；
通过良好的安全记录来保证；便捷的航班时刻表以及直达服务；正确及时地处理行李，友好合作的员工；和有益的飞行常客计划。从调查结果中可以看出，澳洲航空缺乏重要的服务，例如通过良好的安全记录和训练有素、友好和合作的员工的可用性来提供保证。总体而言，从二级和一级数据结果中可以清楚地看出，由于上述各种因素，澳航的客户忠诚度显着下降。
5.1 Recommendations
Two recommendations come in mind for future study in line with the research question for this study. The first is a recommendation for a study that would involve a greater sample of respondents from all nations in which Qantas operate than that used for this particular study. This study would more deeply investigate the factors leading to a decline in customer loyalty for Qantas, causing a decline in its market share domestically and internationally.
Such a study would most likely spot more factors than those revealed in this study and would possibly bring a more comprehensive understanding of the issue. The other recommendation is both a quantitative and qualitative study that would focus specifically on Qantas need to make in order to ensure its survival. Such a study would investigate the factors that would help to increase market share for Qantas. Such a study would be quite beneficial to Qantas since it would help the company to emerge from the current trap that has seen a constant decline in its popularity.
译文：
5.1 建议 商科essay论文
根据本研究的研究问题，有两个建议供未来研究使用。第一个是对一项研究的建议，该研究涉及来自澳航运营的所有国家的更多受访者样本，而不是用于这项特定研究的样本。这项研究将更深入地调查导致澳航客户忠诚度下降的因素，从而导致其在国内和国际上的市场份额下降。
这样的研究很可能会发现比本研究中揭示的因素更多的因素，并且可能会更全面地了解这个问题。另一项建议是定量和定性研究，专门针对澳航为确保其生存而需要进行的研究。此类研究将调查有助于增加澳航市场份额的因素。这样的研究对澳航非常有益，因为它将帮助该公司摆脱当前其受欢迎程度不断下降的陷阱。
6.0 References
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Retrieved 06 December 2011, from http://www.atsb.gov.au/newsroom/news-items/qantas-airbus-a380-singapore.aspx
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Crouthamel, J., (2011), ‘which is the world’s safest airline?’ retrieved 21 January 2012 from, http://travel.ninemsn.com.au/world/655293/which-is-the-worlds-safest-airline
Danwarne (2011), ‘Rolls-Royce knew A380 engines were faulty: ABC TV’ retrieved 21
January 2012 from http://www.ausbt.com.au/rolls-royce-knew-a380-engines-were-faulty-four-corners 商科essay论文
Dawson, C. (2002). Practical Research Methods: A User-Friendly Guide to Mastering Research Techniques and Projects. New York: How to Books Ltd.
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7.0 Appendix – A (Questionnaire) 商科essay论文
Nationality : ……………………
Gender : ……………………
- Age
| o 17-21 | o 22-35 | o 35 and above |
- How often do you travel by plane?
o More than 5 times a year
o Less than 5 times a year
- Purpose of traveling by plane
o Leisure
o Business
o Other:……..
- What airlines do you normally used to travel on domestically?
| o Qantas | o Tiger |
| o Jetstar | o Virgin Blue/ Pacific Blue |
| o Regional Express |
5.What airlines do you normally travel on internationally?
| o Qantas | o Air Asia |
| o Singapore Airlines | o Garuda Airlines |
| o Emirates | o Southern China/Eastern China Airlines |
| o Japanese Airlines | o Other:……………….. |
- What quality and services do you seek in airlines? 商科essay论文
……………………………………………………
7.Do you think Qantas has the quality and services you’re looking for in airlines?
o Yes
o No (WHY?)……………………………………………….
- What do you think about Qantas?
9.Are you a Qantas frequent flyer?
o Yes
o No
- After the previous Qantas incident with the new airbus A380, are you willing to travel with Qantas Airlines?
o Yes
o No (WHY NOT?……………………………………………………………
- Do you suggest Qantas needs to improve their brand image after their previous incidents? 商科essay论文
YES/NO – HOW?
…………………………………………………………………………………
- Do you think the incident has an impact on Qantas subsidiary companies?
o Yes
o No
- Rolls Royce made the engine for the new Qantas A380, do you think that it is entirely Qantas fault for the incidents that occur with the new airplanes?
o Yes
o No
- How would you rate Qantas value for money? Please circle.
Great Good Fair Poor Very poor
