Should Qantas Continue with Its Partnership with Emirates in Its Service Delivery to Customers - Case Study Example

The company has recently partnered with Emirates Airline and the early indications are much better compared to the previous partnership with British Airways. The most important thing for the company should be the quality of services offered to the customers and how they affect the customers.

Marketing Research Problem

To determine the effectiveness of the partnership, customers need to be involved in the process. The research should be conducted to find out how the customers receive this new partnership. The research should look into how the changes in service delivery have been received by the customers. For example with, the partnership the airline will only be making one stop instead of two across Europe. This should also be looked at in terms of operational cost-effectiveness.  If the partnership is effective in terms of operational costs incurred by Qantas, then it should be sustained to help in bringing back Qantas to international profitability. The research should also include the dynamics involved in the aircraft operations industry. With a good service delivery as a result of this partnership, the Qantas Company can get back to international profit-making.