The paper "The Effects Of Human Resource Attributions on Employee Outcomes During Organizational Change" is a wonderful example of a Marketing Case Study. Flight Centre Limited is an Australian multinational travel company. It runs approximately 2,000 stores across various foreign countries such as the UK, Canada, the US, New Zealand, China, and South Africa. The company has a large workforce comprising of over 4000 employees and boasts of a total of 20 brands to its name. Flight Centre has been highly successful in the past. As a service-based organization, it associates this with the keen the attention it pays to customer experience.
However, it is looking to improve the levels of customer experience as a means to guarantee better performance in the future. In this regard, it contracted Colmar Brunton to undertake a market research on its behalf. This research focused on customer experience and how its various metrics impact on revenues. The research found out that Flight Centre has a strong following in the market as most respondents gave high approvals of overall experience and service quality. However, it also revealed weaknesses in branding and value addition.
Several theories will form the basis of discussions in the subsequent sections. They include consumer satisfaction, human resource management, market segmentation, and marketing promotion among others. Findings from the case study Flight Centre case study has revealed several problems within the organization. The following is a discussion of the problems drawing upon evidence from the case and conventional marketing concepts; Consumer satisfaction The case has identified that Flight Centre does not satisfy consumers' needs to their expectations. This is clear from the value for money metric score where the best manage only a 51 score.
This implies that the customer experience offered does not conform to the price charged to consumers. There are two explanations for this. Perhaps Flight Centre could be overpricing the product offerings. On the other hand, the customer experience levels could be below expectations. In marketing, high consumer satisfaction is only possible when marketers have a clear understanding of consumer needs. All marketing activities from product development to promotion and selling must revolve around these identified needs (Harris & Stone 2007 pg 50).
In this case, the Flight Centre might not have an in-depth understanding of consumer needs. And if it does, the only logical explanation for the case is that the marketing mix elements are deficient in their efforts to meet these needs. Branding The study also reveals that the Flight Centre brand is not a strong one. Its reputation metric has 48 and 35 scores for the best and worst stores respectively. According to marketing, a brand is a company's promise to deliver aforementioned utility to the consumers. The fact that the brands have below-average perceptions implies they are not doing what the company’ s promises (Thellefsen, Sø rensen, & Danesi 2013 pg560).
From the study, reputation drives a store’ s revenues respective to its level. Therefore, it is critical that the stores have better reputations to increase future performances. Furthermore, Flight Centre has too many brand names, 20 in total, which could be part of the problem. With such a number, it is possible that it does not provide the required attention to each. This low consumer perception of the brands could also be as a result of ineffective branding strategies.
Maybe there is nothing wrong with the brands. Perhaps Flight Centre could be directing unsuitable brands to certain target market segments.
Dennis, C, Fenech, T, & Merrilees, 2003, B 'Sale the 7 Cs: teaching/training aid for the e-retail mix', International Journal of Retail & Distribution Management, vol. 33, no. 3, pp. 179- 193. Available from: 10.1108/09590550510588352. [26 May 2015].
Dusheng, C, & Zhongming, W 2014, 'The Effects Of Human Resource Attributions on Employee Outcomes During Organizational Change', Social Behavior & Personality: an international journal, vol. 42, no. 9, pp. 1431-1443. Available from: 10.2224/sbp.2014.42.9.1431. [26 May 2015].
Harris-Kojetin, LD, & Stone, RI 2007, 'The Role of Consumer Satisfaction in Ensuring Quality Long-Term Care: Opportunities and Challenges', Journal of Aging & Social Policy, vol. 19, no. 2, pp. 43-61.
Jain, M 2014, 'Organizational Success through Strategic Human Resource Management', Journal of Social Welfare & Management, vol. 6, no. 1, pp. 5-9.
Lazicki, T, Vernberg, E, Roberts, M, & Benson, E 2008, 'Satisfaction with Components of the Therapeutic Model: Perspectives of Consumers and Professionals', Journal of Child & Family Studies, vol. 17, no. 2, pp. 264-276. Available from: 10.1007/s10826-007-9152-3. [26 May 2015].
Murphy, PE, Laczniak, GA, & Lusch, 2010, RF 'Ethical Guidelines for Business and Social Marketing', Journal of the Academy of Marketing Science, vol. 6, no. 3, pp. 195-205.
Thellefsen, T, Sørensen, B, & Danesi, M 2013, 'A note on cognitive branding and the value profile', Social Semiotics, vol. 23, no. 4, pp. 561-569. Available from: 10.1080/10350330.2013.799010. [26 May 2015].
Van Leuven, 1991. J 'Public Relations and Marketing: An Overview', Public Relations Review, vol. 17, no. 3, p. 215.