Johnny's proposal structure-
Introduction
Background
Airline industry, its size, importance, negative impacts of airline crashes as failures for both customers and organisations (one to two paragraphs)
Service failure define; Different types of service failures - minor and major, but your focus on catastrophic failure and negative impact on airline brand, etc. The gap is positioning of airline crash as catastrophic failure
Purpose of the research and conceptual framework
What are you doing? Explain model/framework
Study design
Online experiment, hypothetical scenarios
Contribution of the study
Theoretical implications
Managerial implications
Conceptual development
Critical/severe/major service failure and causality (locus of control)
Roughly one page on service failures and major ones is the focus, e.g., transit accidents, health incidents Attribution of blame for failure (locus of control) Perceived risk (safety? physical?)
Define risk
Types of risk, but what is your focus?
How failures change customer perceptions of risk
Outcome constructs, e.g., intentions to fly with carrier, brand attitude or image?, anxiety? brand reputation? Trust?
Psychological distance
Define
Types
Your focus on social and spatial
Hypothesis 1: When the airline crash is internally caused it increases customers' perceived risk and in turn reduces customers' attitudes toward and intentions to fly with the airline, but only when the airline is perceived to be psychologically distant.
Show a diagram of your conceptual framework (i.e, the one in your phone).
Method
Participants
Recruiting participants via Mturk (you need to justify use of this platform to recruit your participants); aged 18 yrs and over and those residing in the US, $1 compensation for completing the survey.
No. of participants - 30-40 per cell so you have a 2 (internal, external) x 2 (far, near airline ownership) = 160 participants in total.
Procedure
-2 (internal, external) x 2 (far, near airline ownership) independent measures experimental design (between subjects)
-Using scenarios manipulating cause of crash (internal versus external) and psychological distance (near versus far airline ownership); we will pre-test the scenarios to check realism and the manipulations (locus of control and psychological distance)
- Outcome measures (attitude, trust, intention to fly with airline)
- Mediator measures (risk (safety) perceptions
- Co-variate measures (fear of flying, frequency of flying)
- Demographics
Attachment:- Assignment.rar