A Case Study on Ryanair

Running head: A CASE STUDY ON RYAN AIR
A CASE STUDY ON RYAN AIR
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A CASE STUDY ON RYAN AIR1
ABSTRACT
In the service industry customer satisfaction are to be considered as one of the most
important factor as it establishes the ground for the company to make profit and remain
competitive in the market. As this study is totally concentrates on Ryanair and the customer
satisfaction provided by Ryanair to its customers. On the basis of the customer satisfaction and
the feedback received from the customer helps the company to formulate a strategy to enhance
the customer satisfaction. In this paper the measurement of the degree of customer satisfaction
are made for Ryanair airlines. The objective of the study is to measure the customer satisfaction
of the customer attending the Ryanair airline. The study also provides to enhance the service
which will enhance the customer satisfaction for Ryanair. The data collected from the website of
the company. The thematic study is maintained for the analysis of the data which are collected
from the company’s websites. There are many review is made for the development of the study
which are mainly related with the research topic which enhances the analysis of other journals or
articles which are mentioned in this research paper. This research paper explains about the
customer satisfaction which are received by the customer in the airline industry.

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TABLE OF CONTENTS
INTRODUCTION...............................................................................................................4
1.1 Introduction............................................................................................................4
1.2 Background............................................................................................................4
1.3 Rationale of the Study............................................................................................5
1.4 Research Aim.........................................................................................................5
1.5 Research Objectives...............................................................................................5
1.6 Research Questions................................................................................................5
2. LITERATURE REVIEW................................................................................................6
2.1 Introduction................................................................................................................6
2.2 Importance of Customer Satisfaction........................................................................6
2.3 Customer Satisfaction in the Airline Industry...........................................................7
2.4 Factors Affecting Customer Satisfaction in Ryanair.................................................9
2.5 Gap in Literature......................................................................................................10
2.6 Conclusion...............................................................................................................10
3. RESEARCH METHODOLOGY..................................................................................11
3.1 Introduction..............................................................................................................11
3.2 Research Philosophy................................................................................................11
3.3 Research Approach..................................................................................................12
3.4 Research Strategy....................................................................................................13

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3.5 Research Design......................................................................................................14
3.6 Data Collection........................................................................................................15
3.7 Ethical Issues...........................................................................................................15
3.8 Conclusion...............................................................................................................16
4. DATA ANALYSIS.......................................................................................................16
4.1 Introduction..............................................................................................................16
4.1 Data Analysis on Secondary Research....................................................................17
4.3 Measurement to Enhance the Customer Satisfaction of Ryanair............................18
4.3 Discussion................................................................................................................20
4.3 Gaps in Findings......................................................................................................21
4.4 Conclusion...............................................................................................................22
5. CONCLUSION AND RECOMMENDATION............................................................22
5.1 Introduction..............................................................................................................22
5.2 Conclusion...............................................................................................................22
5.3 Recommendation.....................................................................................................24
REFERENCES..................................................................................................................26

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INTRODUCTION
1.1 Introduction
This paper deals with the customer satisfaction provided by the airline industry. The
aviation company which is taken for this research is the Ryanair. This research paper will move
around the customer satisfaction provided by Ryanair in the airport. The research paper also
speaks about the use of the strategy implemented in terms of the customer satisfaction by
Ryanair. The paper also speaks about the steps which are taken by the company to enhance the
customer satisfaction which in turn increses the profitability of the company in the aviation
industry.
1.2 Background
The business is totally focused on the marketing components such as prices of the
products or the services, customer satisfaction, targeting customers and many others. As per
various scholars the customer satisfaction is one of the major parts which helps to increase the
profitability of the customer. To maintain and increase the customer satisfaction it is important
for the companies to know about the demand of the customers and also the process with which
the needs are fulfilled. Customer satisfaction is said to be the one of the important aspect for the
service industry among which the aviation industry one of them. Among many aviation
companies Ryanair is one of the companies who is well known for its service and also for the
low cost travel. The company originally hailed from Ireland. It started in the year of 1985. The
company started off with 25 employees and also with a share capital of £1. In the primitive stage
the airline provide service from Waterford to London Gatwick. At present Ryanair has
transformed into one of the popular airline in the world as 67 million people travel annually.

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Ryanair provides employment to 13000 people and it has spread its wing mostly in the part of
European countries.
1.3 Rationale of the Study
This research paper will provide information which might become handy in future for
other research work. As the topic of customer satisfaction is one of the important point which are
closely observed in the aviation industry. Ryanair can use the provided information for further
development of the customer satisfaction so that the profitability and sustainability of the
customer increases and hence bthey can remain stable.
1.4 Research Aim
The aim of this research paper analyses the customer satisfaction which the jryanair
provides to its customer.
1.5 Research Objectives
The research objectives from this study includes
 To determine the factors that may contribute in analyzing the customer satisfaction of the
airline industry.
 To analyze the customer satisfaction that are used for enhancing the customer satisfaction
for Ryanair.
 To determine the satisfaction level that are used by the Ryanairºs customer.
 To recommend more approaches that will help to enhance the customer satisfaction in the
company.
1.6 Research Questions
The main questions on which the research is focused on are provided below:

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 What are the affecting factors for the customer satisfaction of the airline industry?
 What are the approaches are adopted by Ryanair for enhancing the customer
satisfaction?
 What is the level of satisfaction which are provided by the Ryanair?
 What are the approaches which can be recommended for enhancing the customer
satisfaction to Ryanair?
2. LITERATURE REVIEW
2.1 Introduction
This chapter explains various researches regarding the customer satisfaction in the airline
industry. The facts, journals, articles and websites are used for reviewing the research paper
related to the customer satisfaction of the customer.
2.2 Importance of Customer Satisfaction
As explained in its research paper by Saadat et al., (2018) to fixate the profitability and
sustainability of any company working in the service industry customer satisfaction plays a
crucial role. The researcher also states that if the services offered by the organization are
satisfactory to the customer then the customer shows high degree of loyalty. On the contrary if
the customer does not find the service satisfactory then the customer move on to prefer to other
companies. It can be safely said that the higher customer satisfaction is directly related to the
customer retention for the organization specifically in service industry. This also results in the
increase in the selling of the services and hence there is a considerable increase in the growth
chart. In other studies it can be seen that customers which are satisfied for the services provided
by the service company tends to not only sustain in the market but it also able to went ahead than
its competitors. The satisfaction of the customers also leads to increase the probability of using

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the same products or services become high. From the above statement it is clear that the
customer satisfaction has antagonist relationship with the competition present in the market. As
stated by Barnes, (2017) in its research paper that achieving the high level of customer
satisfaction will help the company’s brand positioning in the industry and also in the whole
market. As stated by Wohlbrück, 2017 customers who are pleased with the satisfaction provided
by the company tend to refer the company’s services to its relatives, peers and also the friends.
The researcher also states that maximum organization tends to acquire feedback from the
customer either through websites or using through any kind of social media application. If the
customer feel satisfied from the rendered services provided by the company then they tend to
provide positive feedback and if they not they mostly ignore or provide negative feedback. The
customer tends to see this feedback and also enhancing the positioning of the brand in the whole
market.
As per the above analysis it can be stated that the customer satisfaction help a company to
be more productive and competent enough to sustain in the market and also increase or decrease
the brand value. Customer satisfaction is one of the important aspects to enhance the positioning
of the brand in the whole market.
2.3 Customer Satisfaction in the Airline Industry
As stated by Sefanov (2018), the importance of the customer satisfaction is immense in
case of service industry like airline industry such as Ryanair. The main revenue generated in this
service industry is from the customers. The experiences felt by the customers in a way of air
ticketing facilities, airport pickup, drop lounges, in-flight services will revert back to the
company as the customer satisfaction. The above mentioned aspects decides the experiences
which felt by the customers and hence the levels of the customer satisfaction. As per Lawton