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HC3131 INTEGRATED BUSINESS MANAGEMENT PROJECT

Assessment 1 - Research Proposal

“The Implication of Accident to the
Reputation of Malaysia Airlines (MAS)”

Student Name: Widi Prayudi

Student ID: UP2005

Assessment Due Date: Tuesday, 8 April 2014

Lecturer: Mr. Sandhy Patrick

The Implication of Accident to the
Reputation of Malaysia Airlines (MAS)

Research Proposal

Proposed Research Topic: “What is the implication of accident to the reputation of Malaysia Airlines (MAS)?”

Purposes: In general, a brand’s reputation of Airlines Company might be very important in the eye of people (society). In fact, brand is consider as a promise to customers “setting up expectations” and with a strong brand it deliver on what it promises by the development of a strong reputation (Aaker 2009, p. 3). This approach seems particularly well suited to the reputation of Airlines Company, in which their brand’s reputation as image can be describe as a very important aspect. The goal of this study is to assess and analyses on the implication of accident to the reputation of Malaysia Airlines (MAS). In this project, I will explore how the reputation of MAS is affected, after the accident on 8 March 2014 (BBC 2014). In particular, I will focus on how MAS’s reputation and brand is significantly damaged by the disappearance of Flight MH370 and how to fix and rebuilding their reputation and brand’s image after the accident happen. Therefore, the questions arise on how to convince and ensure the safety of MAS in their future operations. Also, the study will examine, test and attempt to measure the trust level of a customer’s perspective (the situational approach) towards MAS reputation after the tragedy occurred.

Background: In this age, reputation and brand is become one of essential part of business environment. According to Brigham (2010) claims a business’s

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