Uzws4V40M Dissertation : Business Value Assessment Answers

Answer:

1.0 Introduction 

The chapter specifically depicts major deliverables of the research work such as showing research aims, objectives, and questions. Moreover, the background of the study is stated to show British Airways industry operations documentation along with their ICT requirements (Lee et al. 2016). The rationale and purpose of the study shows research feasibility and feasibility specifically determines whether the study can be conducted or not for meeting the broad aims and objectives.      

1.1 Research Aims and Objectives 

The study aim is broadly stated to perform secondary study about showing how Web Information system can be balanced with real-world logistics operation of British Airways organization. Moreover, the aim stated to evaluate how British Airways organization can perform business process management with effective way with Web Information systems. Based on stated aims for the study, some objectives are mentioned as following:

1. To identify the Web Information System process, and how real-world Logistics align with organization’s business process
2. To highlight the impact of Web Information Systems in British Airways Business Process
3. To identify the relationship between Web information systems and British Airways Sustainability

1.2 Research Questions 

The research questions are determined as these questions can provide overall format of the study aligned with research objectives. In an overall, the research questions can be obtained from the research objectives so that methodology and outcomes can follow a suitable approach regarding appropriate implications of the study. The research questions are formulated as following:

• What types of Web information system tools does British Airways operate?
• How does British Airways Link Web Information Systems to its Business Process approach?
• Has Web Information Systems enhance British Airways Market Competitiveness in the UK Airline Industry?

1.3 Background of Topic 

 The operations and management in British Airways is to be responsible for planning process and controlling worldwide operations. The British Airways provides proper accountability for network punctuality and performance or luggage management (Module et al. 2017). The IT management incorporation for British Airways is considered as important and ICT management in British Airways is considered as cost reducing and simplifying procedures for automating complex yet manual tasks. The developed website for British Airways provides suitable ability for booking and checking-in for several customers online. In recent technology integration, the web information system generates revenue from auxiliary sales (Mohammed 2016). For terminal 5, significant investment is made for IT and the investment involves infrastructure for running terminal and systems for ensuring passengers in ‘ready to fly’ state before they reach airport. Self-service check-in can reduce passenger queue and improve airport service experience for customers.

ICT transformed way of interaction for staffs and employee self service (ESS) program improved service profiles. Most of the staffs utilize ESS program in every month and system will be a place for finding out information and systems for accomplishing the job (Al-Dori 2017). IT can pose major role to help managing environmental impact; power used from datacenter that remained as decreasing number of processors for use. Notebook laptops used as resources increased efficiency in power usage (at least 70%) and personal computers are powered off at night (Luster 2017; Laudon and Laudon 2016). The background problem states that British Airways logistics operation is not properly aligned with web information systems and in existing situation, this paper proposes a suitable research approach for finding out importance of web information system, appropriate integration of web information systems, and sustaining competitiveness in market.   

1.4 Rationale and Purpose 

British Airways faced major problem as due to system operation being much more advanced than earlier operational systems; in near future, there will be potential decline in employing people in workforce. This means the organization will soon be dependent and entirely reliant on systems as those systems can take over personnel ability throughout using artificial intelligence. However, one thing is to be thought thoroughly that those operational systems cannot be operated without logical reasoning for handling several issues encountered along with solving issues logically. In current scenario, web information systems are embraced for individual parts of business, however without this particular study stating the alignment between operation process of British Airways Logistics system and use of web information systems, the importance of ICT in airlines industry cannot be depicted.

1.5 Structure of Study 

Structure of the study states about considered chapters along with their individual details that are relevant for this study. The chapters are considered as following:

Chapter 1 – Introduction: The first chapter is prepared to include particular elements of study such as research aims, objectives, questions, and background. The introduction chapter provides suitable platform based on which the study should be conducted.  

Chapter 2 – Literature Review: The second chapter is emphasized on depicting major secondary studies and relevant findings about ICTs in Airlines industry. In this review section, British Airways organization is focused on context of web information system implementation as well.   

Chapter 3 – Research Methodology: In this third chapter, a particular approach and method is stated for outlining the study structure (Doyen et al. 2016). The methodology section is essential for determining the research design whether exploratory, descriptive or explanatory; stating approach whether study being primary or secondary survey; and following sample specification for primary study and reviewing previous studies for secondary study consideration.

Chapter 4 – Data Analysis, Discussion and Interpretation: This fourth chapter is prepared for collecting data from primary or secondary sources and including them in appropriate format for structured data representation. The data analysis is performed in this section based on nature of the study whether being secondary and primary study; the research analysis is different from each other based on nature (Halford 2016). Moreover, the interpretation of analysis is conducted to show whether the findings can be suitably define the research questions or not.  

Chapter 5 – Conclusion: The final chapter is prepared for aligning objectives with study findings. The conclusion chapter includes a summary of the outcomes from the study to present this particular research importance. Moreover, the conclusion section determines the future scope of the study to state how certain limitations in the study can be resolved.   

Chapter two: Literature Review

2.0 Literature Review 

This particular chapter depicts relevant prior studies about ICT implementation in airlines industry. The relevant studies are included in this chapter in form of critical analysis showing contextual discussion about airlines industry and relevance of ICT usage. Moreover, the literature review section provided a brief discussion about British Airways Logistics and Operational management processes.  

2.1 ICTs in Airlines Industry: Overview

The SABRE project (initiated in 1962 by American Airlines as Computer Reservation System) was considered as technical marvel with representation of programming activities for surpassing coding impact required in NASA project Mercury (Samander et al. 2017). In the mid 1970, SABRE was considered to be inventory controlling system and its technology create base for flight plans in aircrafts, developing range of decision-supporting systems, tracing space parts, and scheduling crews for management (Thompson et al. 2016). Since this event, every individual airline developed, purchased or leased to a similar system for satisfying related needs and requirements of clients. During the year 1970, air transportation deregulation in USA allowed airlines for changing the routes and fares in frequent manner as expected to be. The deregulation in routes and fares increased chances of making growth over air traffic along with creating huge demand in information (Gasic, Ivanovic and Peric 2016). Therefore, demand regarding effective and appropriate way for internal and external communication is stimulated between every airline stakeholder for developing CRS. The CRS being commercial platform for airline industries, can assist in activities as primary planning, maintenance and administration.

2.2 Major Findings in ICT usage for Airlines Industry 

The CRSs enabled the airliner industry for improving internal organization for providing a highly operative tool and equipment for managing their inventory (Fukey et al. 2016). They allowed airlines for communicating with travelling agencies, other distributors, and consolidators for updating routes, fare, and airline availability in constant manner. In this deregulation, ‘fare pricing war’ took multiplied increment in fare prices and fare structures along with accumulating computation and communication needs (Anthony and Majid 2016). The carriers in airliner industry used emerging computer technology for managing their reservations and pricing data with accuracy and efficiency. Moreover, the sophisticated CRSs increased with distribution of updated information about potential clients in world-wide for supporting operations and administration of airline industry (Sharma 2016; Binuyo, Olasupo and Ogunjemilua 2016). Additionally, the CRSs enabled the airlines for competing with adaptation of schedule and demand inn fare. The CRSs are developed for effectively be utilized in marketing and distribution systems with significant ways of maintaining the competitiveness in airlines.

In general viewpoint, CRSs are considered to be Strategic Business Units (SBU) due to individual right, individual capability of generating incomes along with boosting airline ticket sales. CRSs have introduced three potential yet major benefits financially for vendor airlines with wider network and CRS services distribution, from services towards third party operators revenues are generated. The CRS can provide incremental benefits of directional selling to parent carrier airline (Nathan, Chiun and Suki 2017). The fare pricing wars are part of complication to structure of fares and increased the computational and communication requirements. Mostly, CRSs are installed in terminals for assisting the travelling agencies with travelling documentation with remote planning such as boarding passes, tickets, invoices, and routes (Deepa and Jayaraman 2017). The CRSs have improved efficiencies of making arrangements for sales of settlement between airlines and travelling agencies for empowering frequency of flyer programs. Moreover, individual airline that is developed or purchased with individual systems is found out to be the airlines that run domestically or serving national market.

2.3 ICT Implementation in Different Airlines Organizations  

During mid-1980s, CRS and airline executives have realized that air transportation is considered to be smaller part of complex traveling experience. Blessing and Abubakar Umar (2017) opined that travelling agencies demanded for accessing number of carriers in single terminal for information sharing in value-added products to certain destinations. The CRSs can be developed with several comprehensive Global Distribution Systems (GDSs) so that multiple ranges of tourism products can be offered such as rental cars, hotel reservations, and others. On the contrary, Gasic, Ivanovic and Peric (2016) stated that single CRS systems namely SABRE has developed their databases or including the itineraries and inventory management from other airlines when two different groups of scheduled airlines emerged for Europe to develop Galileo and Amadeus GDSs. The implemented GDSs can provide supportive and backbone mechanism for communicating with principals and travelling agencies’ heads (Anthony and Majid 2016). The travelling agencies held millions of fare pricing  data in their databases with including 40 million changes or updates being inserted in each month. Moreover, GDSs implemented a certain capacity for handling more than 500,000 passengers with individual names, records, and resending appropriately 2,000 messages in each second.

From early 1990, the GDSs are considered as travelling supermarkets with offering major reservation of information and data with capabilities for overall range of travel products. The products include passenger accommodation, rental scheduling of cars, scheduling non-air transportation and other services. Nathan, Chiun and Suki (2017) claimed that GDSs allowed travelling agencies for accessing all information from screens and developing comprehensive travel inventories from convenient and inter-connected systems. Moreover, the GDSs are part of scheduled airlines for operational and strategic agenda purpose for they are part of controlling and distributing the major airline seats (Deepa and Jayaraman 2017). The strategic alliances, consolidations, interrelations and mergers for CRSs turned out to be with four major GDSs as SABRE, Galileo, Worldspan, and Amadeus. Mentioned GDSs are part of competition between each other for recruiting travelling agencies for penetrating the marketplace along with aiming to developing several value-added services for airlines and travelling agencies.

The emerging Internet service in mid-1990 along with development of Intranets and Extranets put force over airlines for making focus on major strategy over technological innovations for enhancing potential competitiveness (Sharma 2016). Airline industry has identified that Internet is part of major opportunity for tackling cost distribution and reengineering structure of the industry. Over recent interview data, CEO of British Airways, Rod Eddington had admitted to the fact that BA already spent £1.1 billion over distribution during the year 2001 and after labor and fuel; this expense stood third in the list of significant expenditure covered (Binuyo, Olasupo and Ogunjemilua 2016). In this Internet era, GDSs are considered to be business independent from airlines industry that developed their services offering to provide support to entire airlines industry for bundling information structure and transactions made within several Internet travel portals.

2.4 ICT and Innovation in Airlines Industry  

In this discussion, Valdes, Comendador and Sanz (2017) claimed that the airline industries have reinvented primary technology to be suppliers from wider range of tourism organizations that includes airlines, travelling agencies and internet-based traveling portals. During the same time, Fukey et al. (2016) discussed about number of no-frills airlines being emerged within Europe and US. These emerged airlines have concentrated in putting lower inputs in several areas of operations. The airlines industry has developed simplified distribution strategies over communicating with clientele. In early adoption of Internet, includes well-establishment of newly-introduced airlines along with identifying a clear opportunity. Moreover, the airlines organizations have invested in larger amount for developing online brand name for capturing significant way of market share (Thompson et al. 2016). The pioneers in airlines industry have started major industries such as American Airlines and newly introduced airlines industries have emerged as Rynair, Easyjet, and Bratthens for adopting Internet from early deployment of their services in the market.

Samander et al. (2017) cited that multiple carriers exist those painted that aircraft with Internet Address while they have arranged special promotions in newspapers for driving air traffic in websites. The organization used to provide incentives so that consumers can book the tickets online for ensuring that those personnel were not distributed throughout the GDSs and this way they forced their client to be served online. EasyJet and Ryannair, are identified as instantaneous examples who have taken several bookings throughout the online process within 2002 and passed the cost savings up to customer with providing £5 discount over return fare of airlines (Valdes, Comendador and Sanz 2017). No frills airlines are empowered with Internet and other ICT tools made the industry for reengineering itself with introducing several ICT enabled innovations mentioned as following:

1. Commission capping and publishing net fares
2. Digital or paperless tickets
3. Providing financial incentives for self-booking online
4. Single fare tickets along with no restrictions over staying and Saturday night rules
5. Auctions and providing promotions online
6. Online advertising relevant to business content
7. Clear pricing and transparent fare turned out to be proactive yield management
8. Strong and well-established Customer Relationship Management (CRM) systems

Once, the passengers and consumers enjoy interacting with airlines directly and being benefitted from lower rates; air-transportation traffic for traditional scheduled airlines and flag carriers are declined. The airline organizations required following lead in no-frills carrier services for developing online presence for maintaining competition (Thompson et al. 2016). During the year 2001 for airlines IT trends survey, it was identified that airlines have moved faster than Internet Protocol (IP) based systems with including either modernization of legacy systems for investing within new technological solutions. Coming closer towards customer and cutting costs were considered to be primary aspects and potential drivers to ICT projects along with 20% carriers moving to IP based systems for enjoying business according to benefits (Anthony and Majid 2016). Another third is expected for joining the personnel over next two years and more than 90% of carriers are reported for starting migration to IP. Over 6% of the tickets sold online currently, using web based services and airlines industry seen personal websites making it most important distribution channel (Sharma 2016; Nathan, Chiun and Suki 2017). During the year 2007, it is estimated that online sales and digital ticketing system is considered as major distribution mechanism in entire worldwide airlines industry.  

2.5 British Airways: Logistics and Supply Chain Management 

Operations management for any industry is identified as most crucial and critical part of concern where responsibility left ensuring firm running successfully. The ‘operations management process’ addresses managing several steps of processes converting inputs to financial outcomes. Therefore, Deepa and Jayaraman (2017) stated that operations management is related with each step of business extension from manufacturing to satisfying client with providing a particular service from the organization. The British Airways undertook several strategic changes in their operations management, the changes are incorporated to increase business operation process effectiveness and promoting customer satisfaction along with some pre-set goals and objectives (Anthony and Majid 2016). British Airways considered a primary flag career of UK and it is considered as largest airline for international flights, size, along with promoting service quality to major international destinations. It is considered as second largest regarding accommodation to passengers with occupying easy jet.

British Airways operation management team has particular obligation for enhancing their operational procedures for all clients. For improving level of dependability operational management team addressed design along with progressing with several operating processes and systems. Deliverables for operation management team were mentioned as following:

1. Defining networks with corresponding material, and information flow to tie several operational units for combining them into a single system for supporting the networks
2. Multi-functional and multi-firm systems include research and engineering, design processes, design products along with new process development and along with production of goods and services; specifically within individual technical and business operating units

Operation Management Team in BA aimed for delivering a robust, reliable as well as secure operational system in reasonable price. BA offered 24/7 service to customers and passengers in terms of promoting their flexibility in operations and reducing possible issues faced by clients. British Airways considered the welfare of employees as well for making it part of operations (Fukey et al. 2016). The organization assisted operational management team for managing installation of advanced apprentice program for auto-assigning attendance of respective employees into a report. The primary role of this tool was to provide developers in BA with testing techniques, promotion of effective understanding for programming systems, and designing real-time service network within the airlines.

For improving speed of service and improvising quality of service, BA employed team of competent developers. The developers and designers provided solutions; based on which BA designed and flew first Concorde Airliner using fly through wire control systems. Using these integrated circuits and systems, BA managed designing fastest models of control circuits for contributing to organizational success (Samander et al. 2017). Quality of services that are offered at British Airways is part of important concern for operation management team. BA developed effective IT graduate apprentice program for enabling employees to deliver best quality services to clients. The program contributes to realizing organizational objectives and initiatives; moreover, the technical and business know-how offered high-quality service goals to organization performance.

Once, a thorough training routine of the personnel in BA is completed; the organization offered best quality services to the clients. British Airways equipped with networked tablets and RFID readers (Gasic, Ivanovic and Peric 2016). The innovative technology enabled cabin crew members with attending their requirements to clients along with delivering satisfactory service to the clients. British Airways has its team with 2,000 or more members for cabin crew and making them part of integrated haul network. The cabin crew uses iPads in this network and for technical design of aircrafts; British Airways adopted using automated technologies for enabling assembly of high-quality aircrafts along with outstanding facilities provided. This particular process enables organization for developing high-standard and quality with comfortable aircrafts attracting clients. The organization has automated most of the cabin crew services for minimizing number of personnel in the process (Valdes, Comendador and Sanz 2017). The IT managed systems has helped BA for reducing workforce in cabin crew with more than 1700 workers. Flexibility in work and within the organization can improve throughout IT worker help.

In recent ICT development consideration, enormous level of operational efficiency is required as per organizational structure and operational strategy. Competitiveness in future economy will depend over development and web information system application (Thompson et al. 2016). Transition between web informatics and World Wide Web forced major organizations to rebuild and reorganize way of business so that the organization can reengineer existing business processes. As major businesses can interact with each other with more efficiency, the component businesses became more digital and appropriately aligned with networks (Gholami et al. 2017). The ecommerce revolution being evident over global basis along with success level is depending on wider range for local aspects. The rationale from this research stated that technology could transform entire business with online services. Relationship between ICTs and competitive advantage exists for business performance.                

2.6 Reviewing of prior studies is essential for stating the outcomes from different papers and different viewpoints. The outcomes are included in this section with major historical and yearly findings. The findings included major implications about ICT innovation in airlines industry; the findings stated about major outcomes demonstrated with different airlines organizations. Some information management organizations are considered in this section showing their contributions to ICT implementation.   

Chapter three: Research Methodology 

3.1 Introduction 

This particular chapter is prepared so that proper methods and approach can be defined as suitable to reaching desirable process results. Van Wee (2016) cited that major theories and concepts exist for using them in research methodology in order to achieve suitable format of study. Appropriate application of research method, design, approach, and proper data collection process can conduct the study along with stating certain outcomes for justifying research objective. Gitto and Mancuso (2017) pinpointed about in-depth analysis that can provide appropriate outcomes along with suitable research constraints. Researcher have applied suitable and properly outlined approach along research activities to gain outcomes relevant to use of web information systems in British Airways.

3.2 Method Outline 

Method outline section includes detailed approaches and certain techniques used so that analyzing of ICT alignment with airlines industry can be performed. In this study, selected research approach is deductive in order to allow approach for the study being secondary (Eng and Unza 2016). Deductive approach is essential for making study possible being conducted in appropriate manner. Descriptive study design can help with defining use of concepts and applicability of theories along with stating the impacts of study. The study should consider potential findings along with considering relevance of secondary studies for providing certain level of discussion so that evidences of related studies can be used.

3.3 Research Onion 

Research onion is part of research methodology for helping with segmenting certain divisions in study for conducting successful topic analysis and discussion. Brida, Moreno-Izquierdo and Zapata-Aguirre (2016) opined that research onion considered particular research tool for helping academic study to be considered with certain stages. The layers of onion provided philosophies, approaches, choices, strategies, and timeline techniques.

Figure 1: Research Onion Diagram

(Source: Saunders et al. 2009)

3.4 Research Philosophy 

In this particular section, particular philosophy selection is part of study for addressing to appropriate ways of addressing outcomes. Liang, Delahaye and Marechal (2016) cited that usage od research philosophy discusses consideration of several assumptions for uundertaking researchers to conduct the study. Again, on the other hand, thinking process varies from researchers to researchers and choice of philosophy can varied as it is used for aligning with research processes. Important types of philosophy are chosen as epistemology, realism, interpretivism, axiology, ontology, and positivism.

Realism is classified as critical realism and direct realism; critical realism claims for two stages of experiencing the world and direct realism describes about experience from researcher sense (Sekaran and Bougie 2016). For Otology philosophy, objectivism conveys certain position where social objects persist on reality for social actors (Deepa and Jayaraman 2017). Interpretivism is identified as segmented epistemology where differences are assessed from social actors (Budd 2016). Positivism is identified as an approach of conducting natural scientist work based on social entity (Ortega Alba and Manana 2016). This philosophy follows highly structured methodology for facilitating the hypothesis. Primary feature of realism is identifying the truth in reality and identifying existence of objects (Saleem et al. 2017). For instance, researcher cannot change collected data from primary study, as those data are dependent on research subject.

3.4.1 Justification for Selection of chosen philosophy 

In this particular study, researchers chosen secondary data collection for conducting the study and the outcomes are represented from related prior works. Based on study nature, interpretivism philosophy is suitable for use as it is not restricted for time-limited studies.

3.5 Research Approach

Research approach is considered to be appropriate so that format of study so that research should be conducted. Particular research topic and agenda can be considered over two major aspects such as inductive and deductive (Binuyo, Olasupo and Ogunjemilua 2016). Inductive approach is discussed with studying particular agenda so that several sources of data were available. In initial phase of inductive approach, observation should be helped for gaining relevant information so that appropriate way of studying agenda can be established. In some extent, O'Connel and Bueno (2016) claimed that inductive approach can fulfill purpose of building theories as per research agenda. However, deductive approach pinpoints certain problem than discusses practical way and application of theories so that access over research paper content can be gained. Deductive approach can follow suitable aims so that theory can be established with appropriate specifications and concepts of data analysis (Oquendo 2016). Moreover, study nature and research agenda ca provide suitable format to analyzing data along with depicting certain implications of the topic.

3.5.1 Justification for Selection of chosen approach 

To conduct this secondary study, particular approach is chosen as deductive so that impacts of web information system can be highlighted for British Airways industry. Some implications about literature review is included along with studying corresponding agenda from previous work. Outcomes from the study is presented along with deductive way of study for pinpointing appropriate reasons showing ICT influences. Moreover, researchers have demonstrated about introducing alignment of web information systems with its use in airlines industry.

3.6 Research Design 

This particular section obtains explanation from theoretical aspects of the agenda along with selecting secondary sources or choosing pattern of data. For following data collection process, particular approach is essential so that design can be utilized in terms of suitable theoretical framework (Fasone et al. 2016). Research designs are classified among three types such as descriptive, exploratory, and explanatory. Descriptive study employs using theoretical analysis and considering in-depth discussion of the agenda along with studying secondary sources considering prior sources’ limitations. Furthermore, exploratory design supports discussion with helping the researcher to identify concepts and ideas that relevant or connected with research agenda. This design describes impacts of ICT in airlines industry stating particular case of logistics operations in British Airways (Min and Joo 2016). On the other hand, explanatory design adheres investigation on the research agenda using certain tools such as fish-bone analysis, penetration study, cause-effect analysis and others.

Figure 2: Types of Research Design

(Source: Curran and Sentis 2017, pp. 5072)

Based on the research agenda and study initiatives, descriptive design chosen as appropriate so that detailed outcome can be demonstrated with using collected data from relevant previous studies.

3.6.1 Justification for Selection of chosen design 

Descriptive design is selected for this study as secondary study and related discussion can be performed in this design with obtaining outcomes. This design helps researcher to state the research question and demonstrate the outcomes aligned with the stated outcomes. Therefore, based on secondary nature of the study, descriptive design choice is justified.

3.7 Data Collection Process 

Data collection process can be classified as primary and secondary and this collection process is  chosen depending on research approach, design, and nature (Buyukbay, Ozdemir and Ustundag 2016). In this study, secondary data collection is chose as major study criteria.

3.7.1 Data Source: Primary and Secondary 

Data sources are of two types primary and secondary; secondary study considers relevant previous works from articles, journals, academic papers, newsletters, and blogs (Eng and Unza 2016). On the other hand, primary data is considered as collecting responses directly from participants in research (Liang, Delahaye and Marechal 2016). Primary data can be collected based on interview responses and questionnaire responses collected from a group of participants in study. As outcomes of experimental information, primary sources of data can be used from video, audio files, recorded documents, and others.

3.7.2 Data Techniques: Qualitative and Quantitative

Data techniques can be classified as qualitative and quantitative depending on study nature and ways of performing data analysis procedures. Quantitative data technique is utilized in case of collected primary data mostly from questionnaire data responses. On the other hand, qualitative data technique is mostly used for secondary and as well as in some cases for primary data. As per this particular study, researchers have utilized qualitative data technique over collecting secondary study over the research agenda.  

3.8 Ethical Considerations 

Ethical considerations for this particular study are necessary for incorporating the research within data applications (Brida, Moreno-Izquierdo and Zapata-Aguirre 2016). Ethical concerns in this study are incorporated for following an essential set of behaviors for achieving research work outcomes. Ethical aspects are to be followed as:

Data application is to be performed for commercial use only and gathered data should be utilized for determining link between airlines industry and application of ICT in the industry. The application of data should be secondary in nature and commercial use of data should not be encouraged (Deepa and Jayaraman 2017). Application of secondary data should always be used along with certain limits such as using the data for academic purposes, utilizing the collected data to be representing study outcomes along with following the approach with detailed activities.

Appropriate citations and referencing should be included for secondary sources consideration in study. The sources should cited along with mentioning author name and year of publication (Saleem et al. 2017). Particular way of utilizing another author’s findings is to provide referencing so that particular and specific findings should be incorporated in appropriate way of stating secondary data implications.

Data confidentiality should be maintained along with identifying secondary sources and those secondary sources of data should only be accessed from the research team members. Other than research team members, no other person should not be allowed to view the secondary data collected to conduct the study (Budd 2016; Binuyo, Olasupo and Ogunjemilua 2016). Confidentiality of data ensures proper terms of data for keeping the secondary findings excluded from other published research contents. From peer-reviewed secondary sources, secondary data should be utilized in a particular way so that real names are not included.

For secondary studies only relevant part of related study should be discussed and other data should be eliminated from the discussion to reduce complexity. Removing unnecessary parts from the study is part of the research format in order to keep the research implications clearly aligned with research objectives (Oquendo 2016). Relevant studies and outcomes from secondary data can include irrelevant parts as well that should be removed from the study as those parts may result into making the study going in to unrelated content. Henceforth, the secondary studies should be used for directly putting relevance with research initiatives and questions.          

3.9 Research Limitations 

All research studies are more or less comprised of certain limitations; every research study can have some restrictions that might portray some aspects to be limited (Fasone et al. 2017). However, it is essential to keep restriction in discussion of the limitations when research problem is to be investigated. Some limitations that exist in this particular study are mentioned as following:

Lack of available or reliable data: Lack of available data or reliable data is likely to reduce study scope and limit the analysis range. The lack of reliable data can be considered as hindrance to identifying a significant trend or consequential relationship (Curran and Sentis 2017). The researcher cannot give up the research objectives due to these limitations; however, the study should be conducted based on limited secondary data as well.

Lack of related study conducted previously: However, to some research agenda, significantly related study cannot be found from secondary sources. Often this issue can put restriction to the literature reviewing activity. The prior studies from literature review states that how the corresponding outcomes can be part of discussion and implications (O'Connell and Bueno 2016). When that issue occurs, the research should change approach of study in order to facilitate maximum available outcomes about the previous study.

Time and Budget Limitations: The researcher might be able to incorporate some significant findings; lack of time caused limitations. Moreover, the project includes budget constraint and this issue limited the topic related findings realization (Sekaran and Bougie 2016).  The study includes time constraint as the study cross-sectional in nature.

3.10 Time Horizon 

Utilization of timeline in conducting the research agenda is critical for showing how all the research activities can be completed. Moreover, use of timeline for any research can help in evaluating the feasibility in research (Liang, Delahaye and Marechal 2016). Often inexperienced researcher has tendency of underestimating the amount of work and time that is required for completing the study. Based on timeline aspect, the researcher can conduct the study so that all activities can be mapped showing what activities should be performed and what activities should not be performed (Gitto and Mancuso 2017). Realistic timeline consideration is required to accomplish the study outcomes; once, the study is completed. The considered timeline is mentioned as following:

Table 3: Timeline consideration for the study

(Source: Created by author)

3.11 In an overall, the study should be conducted as secondary with considering all related studies outcomes. Descriptive study design is selected for utilization of concepts and theories supporting secondary outcomes. Based on in-depth discussion of all types of philosophy of study, selection of interpretivism philosophy is considered so that the philosophy enables depicting several related studies and their outcomes to justify the research objectives. Moreover, deductive research approach is chosen to identify impacts of ICT in airlines industry especially considering British Airways logistics operations. Secondary data sources are utilized and chosen based on ethical implications and overcoming research limitations. Appropriate timeline is chosen for showing what activities and potential areas of study should be included.

Chapter Four: Analysis and Discussion 

4.1 Introduction

Airline industry has major tendency of utilizing ICTs and several airliner functions are dependent on implementing ICTs. Collaboration with business partners and distribution in business operation is most critical part for ICT incorporation. Several low-cost carriers exist that depends on ICTs for showing its availability to communication and transact within the clientele (Grundy and Moxon 2013). Information and Communication Technologies (ICTs) are important as well as in operational management team and for contributing in optimizing procedures and internal operational processes (Lewis-Pryde and Evans 2016). The ICTs help in providing improvements in service elements as in-flight recreation for passengers and prompt customer services. Airline industry considered major investments in ICTs since earlier 1950 and the industry have taken initiatives for introducing ICT for operation management. The industry realized use of ICT, requirements of ICT, and efficient way of utilizing ICT in operations and control facilities.

4.2 Different Types of Web Information System tools in British Airways Operations 

British Airways operations have incorporated several types of web information systems for increasing effectiveness of their operations and improving their operational performance. The organization has developed their personal website where users can get a number of services. In the website, user needs to choose country and language; once, the country or language are inserted or it is automatically taken from computer location, location wise flight service options are shown (Mills 2017c). User can choose flight only; flight + hotel, and flight + car options or they can choose options separately as hotels and cars for staying and traveling in the destination location respectively. User can customize their individual trips as per personal presences and moreover, they can utilize travelling tools as well. British Airways offers several travelling packages, holiday routines, route based flights, and promotion offers as well. Furthermore, the website provides detailed flight booking for executives, business travelling, and flight booking for members.

Tata Consultancy Services (TCS), leading in IT, business solution and outsourcing platform sector organization provided an IT solution called SWIFT MRO for British Airways. The partnership with TCS and British Airways brought tested solution addressing primary key factors of MRO industry such as including compliance controlling, inventory management, and maintenance providing to operations (Grundy and Moxon 2013). The provided solution is identified as major outcome that is completely dependent on SAP platform with leveraging British Airways’ best practices along with focusing on productivity increment. The productivity can be increased along with minimizing manual interventions and increasing automation in processes. In simplified graphical User Interface, the solution can be operated; this solution aims to reduce non value-added activities along with wasting through MRO operators (Lange et al. 2015). Moreover, TCS provided another web based solution to British Airways for handling cabin crew and performing effective management of cabin crews to help airline monitoring more than 15,000 cabin crews in Heathrow and Gatwick in UK. The cabin crews should be monitored in international locations such as Delhi, Bahrain, Buenos Aires, and others.    

4.3 Linking Web Information Systems with British Airways Business Processes

British Airways Director of Engineering, Gary Copeland, incorporated the fact that once SAP based engineering wide system is implemented successfully, the authorities have identified that several opportunities exist that can increase the solution effectiveness along with making it easier for usage and implementation. The solution provider TCS have created a potential working team with combining MRO industry along with experiencing technological expertise for improving system efficiency. It is believed that BA can offer this solution to market along with making some customized changes and setting upgrades. SWIFT MRO is a solution that works in terminals and this solution is scalable for supporting current and future needs of the industry at the same time (Mills 2017a). Pre-configured solution can provide significant implementation cost savings compared to other competing system and solutions. The solution is owned to TCS’s proprietary accelerators of solutions.

TCS and British Airways performed in joint collaboration for building solution over Travel and Hospitality Management and Innovation (Orlady 2017). In previous scenario, the cabin crews at British Airways were monitored manually; while the solution made the process completely autonomous along with automatically monitoring entire cabin crew and providing proper management.

4.4 Improvement in Market Competitiveness for British Airways

Evolvement of technologies and strict regulations in MRO industry can steer through towards engineering and maintenance that became more challenging. To prove major advantages that are revealed by British Airways; valuable tool is considered as SWIFT MRO for all organizations looking forward so that functional performance in MRO area can be improved, to be efficient (Miyoshi and Ibanez 2016). Continued collaboration with delivering continuous improvement help BA to develop and increase SWIFT MRO solution becoming more effective solution.

For cabin crew management solution, TCS provided Travel and Hospitality Innovation Lab along with new solution sets for helping the airline industry for retaining high-value passengers. The Innovation 2.0 solution provided services such as helping the clients among migrating through legacy systems. In the previous innovation 1.0 offering, the solution did not include touch points, check-in kiosks, and websites. In current Innovation 2.0 solution, these parts are included and business offering is provided such as redeeming real-time royalty and loyalty bonus points (Mills 2017b). Travel and Transportation contributed 4.4% of total revenue of $2.7 billion and around 3,000 employees were served with web information systems offered from TCS to different airline organizations such as British Airways, Singapore Airlines, and Qantas.         

4.5 Airline industry have mostly utilized ICT for delivering efficient, faster, low-cost, effective, and accurate way of handling inventory along with communicating with travelling agencies and related distributor groups. Carriers in airlines industry valued about making processes autonomous, streamlined, and with faster updates if necessary. They appreciated about displaying reservation details not only in manual display boards, but also in running digital boards with passenger name lists so that passengers can view these information with fleet and route information. Up to the year 1970, major travelling agencies required locating the best travelling routes and travel fares for customers along with following manual processes. They had to follow Official Airline Guide and World Airways Guide ABC; even at sometimes, the agencies had to contact the airlines for checking availability manually, checking available reservations and confirming passengers before ticket booking. During the year 1962, American Airlines introduced SABRE Computer Reservation System (CRS) making it alternative solution for expansion in Boeing 707 fleet by measure of 50% (increasing 8 aircrafts to 12 aircrafts).

Chapter five: Conclusion 

5.1 Summary of Outcomes 

This particular chapter incorporates appropriate previous studies on the subject of ICT performance in airlines industry. Moreover, each airline that is purchased with particular technologies is identified as running domestically and serving national markets. The airline industry chose to use ‘Internet’ as service and to use network-based solutions considering it as major opportunity to tackle distributed cost margins and reengineering issues in airline industry. Airlines industry has incorporated several simple strategic implications over distribution process considering communication with clientele. Airline industry pioneers have started their journey along with developing internet-based services for airliners as Rynair, Easyjet, and Bratthens and the airliners have adopted early deployment of their services in the market. Innovative ICT solution can be incorporated as implementing Customer Relationship Management (CRM) as part of ICT development in airlines industry.

Airline industry required application of following no-frills carrier service providing so that online market can be held useful for the business. The service quality should be part of important consideration for operation management team. Findings from the study should include major implications related to ICT innovations in airlines industry. Moreover, findings in this study have depicted that airlines industry implemented ICTs in their business from 1950 and the industry have considered several initiatives so that ICT can be introduced for operational management. British Airways operations have incorporated different types of information management systems so that effective operations and improvement in operational performance can be performed. The BA offers appropriate ways of considering travelling packages, route wise flight control, promotion cards, and holiday offers to attract new passengers in their journey. British Airways made partnership with a leading IT sector organization TCS for providing business solution to handle their inventory management. The solution TCS provided is named as SWIFT MRO.

To handle British Airways cabin crew management issues, TCS has provided solution named as Innovation 2.0 from their Travel and Hospitality Innovation Lab for helping the airline industry to retain high-value passengers. Innovation 2.0 provided appropriate solutions for suitable migration to new systems from previous legacy systems. Travel and Transportation department of British Airways have contributed 4.4% of entire revenue of $2.7 billion for providing proper accommodations to the passengers. Around 3,000 employees used web information systems that are offered from TCS and several other organizations such as Qantas, British Airways, and Singapore Airlines. The carriers of airlines industry valued over making business process more autonomous and with faster updates.

5.2 Alignment with Objectives 

5.2.1 Identification of the Web Information System process, and how real-world Logistics align with organization’s business process: Major Implications 

British Airways have realized that level of using web information system for airlines industry is variable. The carriers in BA airlines industry depend over ICTs so that strategic and operation management performance can be improved. ICTs can be employed with wider range of business departments and findings on British Airways have suggested that using software for supporting business functions along with accounting, human resource management, financial management, and resource procurement. However, the paper stated that airline-specific software and systems enable operation and strategic management of airline operations. Appropriate emphasis is put over distribution, marketing, as the process has emerged to be a part of critical aspects of airline strategy. From strategic viewpoint, the airlines utilize technology for development and managing business model along with monitoring external environment, competition, undertaking revenues, forecasting, prediction of demand, designing desirable products, and maintenance of historical data. ICTs in business have critical value over monitoring and forecasting business performance so that airline market should be penetrated. Routes and cabin crew planning, their working frequency, choice of aircraft, and development of relationships along with partners are considered to be primary functions of ICT. Similar strategic planning on pricing is made for supporting complex algorithms so that best performance and profitability metrics can be met.    

5.2.2 Highlighting the impact of Web Information Systems in British Airways Business Process: Major Implications

Utilization of ICT in airlines industry is critical for managing operational management of airlines. Several requirements are needed to follow check-in, generating number of reports, seat allocation, and managing orders. The using web information system can ensure providing fresh outcomes related with flight paths, forecasting weathers, manifesting airport immigration, in-flight catering services and others. ICTs should assist several functions for including inventory and reservation management along with ticket booking. Airline industry requires effective coordination and communication with all stations, working branches, serving customers globally, and serving distributors. Appropriate interaction with travelling agencies, distributors, and other provider of service can determine level of sales along with efficient invoice preparation and revenue collection being more critical for profitability and cash flow. Finally, airline industry invested in CRM program implementation so that customer relationships can be improved, managing loyalty clubs, and significant savings of cash. Tactical pricing, special offers, and promotions can be made facilitated for constant assessing of network traffic along with considering proactive and reactive measuring aspects to be considered.     

5.2.3 Identification the relationship between Web information systems and British Airways Sustainability: Major Implications 

For performing several tasks; airline industry utilized wider range of internal systems and using intranet for coordinate with individual activities. Internal airline systems were classified with sales and marketing support systems along with supplier systems in terms of resource and operational management systems. Several decision support systems and information management systems underpin with airlines’ core system functionalities along with operational management for increasing profitability. In airlines industry, the web information systems in terms of implementation of websites, mobile applications, e-commerce sites; implemented for making process of ticket booking easier for users. Moreover, more customers are attracted due to faster ticket booking and travelling convenience in ICT-based processes.    

5.3 Research Limitations and Future Scope 

The research was conducted to be entirely secondary along with considering several previous studies related to ICT use in airlines industry. However, the research limitations are stated as following;

1. The previous studies and their outcomes are considered
2. Major limitations in the previous studies are incorporated within this particular study
3. Secondary study realizes other authors perspectives into current agenda of the topic and the perspective can differ for a particular research objective

However, the future scope of the study should be to resolve the limitations and conducting mixed approach for the study. Primary study should be conducted with including stakeholders from British Airways to collect their individual responses. The primary data collection in the research can be performed with preparing sample population of respondents. The participants should be provided a questionnaire providing queries related to research questions. Against each question, the participants will provide responses and these responses should be used for analyzing the outcomes. The analysis of outcomes can be performed in analytical tools such as SPSS data analysis package. As the study was time and budget constraint based, the study lacked in several aspects of providing detailed analysis outcomes.  

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