An Analysis of Customer Satisfaction in the Airline Industry: A Case Study of Ryanair
Analyzing customer satisfaction in the airline industry, specifically focusing on Ryanair, through a case study approach.
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Added on 2023-04-21
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This research study analyzes customer satisfaction in the airline industry, with a specific focus on Ryanair. It explores the factors affecting customer satisfaction and recommends strategies to enhance it. The study aims to measure the satisfaction level of customers in the airline industry, specifically for Ryanair airlines. The research is conducted using primary data collected through questionnaires and secondary data from past research and journals. The findings suggest that while customers are fairly satisfied with the existing services of Ryanair, there is room for improvement to enhance customer satisfaction and make processes more efficient.
An Analysis of Customer Satisfaction in the Airline Industry: A Case Study of Ryanair
Analyzing customer satisfaction in the airline industry, specifically focusing on Ryanair, through a case study approach.
Added on 2023-04-21
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An Analysis of customer satisfaction in the airline industry: A case study of Ryanair
An Analysis of customer satisfaction in the airline industry: A case study of Ryanair
Research in Psychology
Study Mode:
Lecturer:
Bond University
Student Name and ID:
Word count:
1
An Analysis of customer satisfaction in the airline industry: A case study of Ryanair
Research in Psychology
Study Mode:
Lecturer:
Bond University
Student Name and ID:
Word count:
1
An Analysis of customer satisfaction in the airline industry: A case study of Ryanair
Abstract
Customer satisfaction is one of the hot topics for companies in the airline sector. Since this
research study is particularly about Ryanair and describes customer satisfaction of the
company; it can be used by the organisations to formulate its strategies with which customer
satisfaction can be increased. The research aims to measure the satisfaction level of
customers in the airline industry; the report specifically assesses the satisfaction level for
Ryanair airlines. The objectives of the study are to measure the existing services efficiency
and customer satisfaction of the Ryanair airlines along with recommending the strategies
which enable them to enhance the service and satisfaction level amongst the customers. The
primary data are collected with the help of questionnaire and secondary data are collected
with the help of past researches and journals. The literature review has covered the several
factors affecting customer satisfaction in airlines, and what all can be done to enhance the
level of satisfaction. The research explores the area of customer satisfaction in airline
industry. 60 respondents have given their honest opinion about Ryanair airlines. The
collected data have been explained and graphically represented in the section of results and
findings. The overall survey says that customers are fairly satisfied with the existing services
of the Ryanair airlines; however there is a huge scope of improvement to enhance the level of
customer satisfaction and to make processes more efficient.
2
Abstract
Customer satisfaction is one of the hot topics for companies in the airline sector. Since this
research study is particularly about Ryanair and describes customer satisfaction of the
company; it can be used by the organisations to formulate its strategies with which customer
satisfaction can be increased. The research aims to measure the satisfaction level of
customers in the airline industry; the report specifically assesses the satisfaction level for
Ryanair airlines. The objectives of the study are to measure the existing services efficiency
and customer satisfaction of the Ryanair airlines along with recommending the strategies
which enable them to enhance the service and satisfaction level amongst the customers. The
primary data are collected with the help of questionnaire and secondary data are collected
with the help of past researches and journals. The literature review has covered the several
factors affecting customer satisfaction in airlines, and what all can be done to enhance the
level of satisfaction. The research explores the area of customer satisfaction in airline
industry. 60 respondents have given their honest opinion about Ryanair airlines. The
collected data have been explained and graphically represented in the section of results and
findings. The overall survey says that customers are fairly satisfied with the existing services
of the Ryanair airlines; however there is a huge scope of improvement to enhance the level of
customer satisfaction and to make processes more efficient.
2
An Analysis of customer satisfaction in the airline industry: A case study of Ryanair
Table of content
Abstract.....................................................................................................................................2
Table of content........................................................................................................................3
Chapter 1: Introduction..........................................................................................................5
1.1 Background......................................................................................................................5
1.2 Rationale of the study.......................................................................................................6
1.3 Research aim and objectives............................................................................................7
1.3.1 Research aim.............................................................................................................7
1.3.2 Research objectives...................................................................................................7
1.4 Research questions...........................................................................................................7
Chapter 2: Literature review..................................................................................................9
2.1 Chapter introduction.........................................................................................................9
2.2 Importance of customer satisfaction................................................................................9
2.3 Customer satisfaction in the airline industry..................................................................10
2.4 Factors affecting customer satisfaction in Ryanair........................................................12
2.5 Customer satisfaction in Ryanair...................................................................................14
2.6 Measures to enhance customer satisfaction in Ryanair..................................................15
2.7 Gap in literature..............................................................................................................17
2.8 Conclusion......................................................................................................................17
Chapter 3: Research Methodology.......................................................................................18
3.1 Chapter introduction.......................................................................................................18
3.2 Research Philosophy......................................................................................................18
3.3 Research Approach........................................................................................................19
3.4 Research Strategy...........................................................................................................20
3.5 Research Design.............................................................................................................20
3
Table of content
Abstract.....................................................................................................................................2
Table of content........................................................................................................................3
Chapter 1: Introduction..........................................................................................................5
1.1 Background......................................................................................................................5
1.2 Rationale of the study.......................................................................................................6
1.3 Research aim and objectives............................................................................................7
1.3.1 Research aim.............................................................................................................7
1.3.2 Research objectives...................................................................................................7
1.4 Research questions...........................................................................................................7
Chapter 2: Literature review..................................................................................................9
2.1 Chapter introduction.........................................................................................................9
2.2 Importance of customer satisfaction................................................................................9
2.3 Customer satisfaction in the airline industry..................................................................10
2.4 Factors affecting customer satisfaction in Ryanair........................................................12
2.5 Customer satisfaction in Ryanair...................................................................................14
2.6 Measures to enhance customer satisfaction in Ryanair..................................................15
2.7 Gap in literature..............................................................................................................17
2.8 Conclusion......................................................................................................................17
Chapter 3: Research Methodology.......................................................................................18
3.1 Chapter introduction.......................................................................................................18
3.2 Research Philosophy......................................................................................................18
3.3 Research Approach........................................................................................................19
3.4 Research Strategy...........................................................................................................20
3.5 Research Design.............................................................................................................20
3
An Analysis of customer satisfaction in the airline industry: A case study of Ryanair
3.6 Data Collection...............................................................................................................21
3.6.1 Sampling.................................................................................................................22
3.7 Limitation of the research...........................................................................................22
3.7.1 Ethical consideration...............................................................................................23
3.8 Conclusion......................................................................................................................23
Chapter 4 Results and findings.............................................................................................24
Chapter 5 References.............................................................................................................33
4
3.6 Data Collection...............................................................................................................21
3.6.1 Sampling.................................................................................................................22
3.7 Limitation of the research...........................................................................................22
3.7.1 Ethical consideration...............................................................................................23
3.8 Conclusion......................................................................................................................23
Chapter 4 Results and findings.............................................................................................24
Chapter 5 References.............................................................................................................33
4
An Analysis of customer satisfaction in the airline industry: A case study of Ryanair
Chapter 1: Introduction
1.1 Background
The business of an organisation is affected by various marketing factors such as customer
satisfaction, prices of products or services, customer targeting and many others. Various
scholars argue that the level of customer satisfaction is the most important factor, which also
levies significant effects over the profitability of organisations (Hapsari et al., 2016). For this
reason, it becomes essential for companies to look for the demands and needs of their
customers and the approaches, which are considered for meeting those needs. Evaluation of
customer satisfaction becomes important for the organisations active in the aviation sector.
This is because airline companies have a service-based business model in which the
satisfaction level of customers may directly affect the revenues and other financial aspects of
the business.
Ryanair is a well-reputed company, which is known for providing low-cost air travel services
to its customers. The organisation was established in the year 1985 in Ireland. In the context
of Ryanair, it has been found that it was introduced with a share capital of 1£ with 25
employees. Initial operations in Ryanair included travel services from Waterford to London
Gatwick, and now it has become a popular airline in which around 67 million passengers
served by Ryanair annually (Cooper, 2018). Ryanair is the employer to more than 13000
people and operates mostly in European countries. These may include Ireland, UK, Germany,
France and many others. One of the noticeable features that make Ryanair different from
other companies in the aviation sector is extremely low price strategy considered for
providing different services to its customers.
5
Chapter 1: Introduction
1.1 Background
The business of an organisation is affected by various marketing factors such as customer
satisfaction, prices of products or services, customer targeting and many others. Various
scholars argue that the level of customer satisfaction is the most important factor, which also
levies significant effects over the profitability of organisations (Hapsari et al., 2016). For this
reason, it becomes essential for companies to look for the demands and needs of their
customers and the approaches, which are considered for meeting those needs. Evaluation of
customer satisfaction becomes important for the organisations active in the aviation sector.
This is because airline companies have a service-based business model in which the
satisfaction level of customers may directly affect the revenues and other financial aspects of
the business.
Ryanair is a well-reputed company, which is known for providing low-cost air travel services
to its customers. The organisation was established in the year 1985 in Ireland. In the context
of Ryanair, it has been found that it was introduced with a share capital of 1£ with 25
employees. Initial operations in Ryanair included travel services from Waterford to London
Gatwick, and now it has become a popular airline in which around 67 million passengers
served by Ryanair annually (Cooper, 2018). Ryanair is the employer to more than 13000
people and operates mostly in European countries. These may include Ireland, UK, Germany,
France and many others. One of the noticeable features that make Ryanair different from
other companies in the aviation sector is extremely low price strategy considered for
providing different services to its customers.
5
An Analysis of customer satisfaction in the airline industry: A case study of Ryanair
This research work is an analysis of customer satisfaction in the airline industry. The
company chosen for this purpose is Ryanair. The research is exploring the level of
satisfaction of the customers of the company with the services that are provided at airports.
Not only this, but, evaluation of the factors that affect the customer's satisfaction in the airline
industry, is also made concerning Ryanair. Along with this, the research study is also
exploring the approaches which are considered in the organisation to enhance customer
satisfaction and how it is affecting the profitability and sustainability of Ryanair in the airline
industry.
1.2 Rationale of the study
This research study is containing much information, which makes it important to future
research works. Customer satisfaction is one of the hot topics for companies in the airline
sector. Since this research study is particularly about Ryanair and describes the ways in
which level customer satisfaction can be enhanced; therefore, it can be used by the
organisations to formulate its strategies with which customer satisfaction can be increased.
Further, there is much information about the current customer level and the factors associated
with customer satisfaction in Ryanair. This information may allow organisations in the airline
sector to focus on customer services if the research work is published. This research is
developing an understanding of how managers in airline companies such as Ryanair and
many others can improve their services to acquire more customer satisfaction in their targeted
business markets. As far as usability of the current research work is considered for future
researches; it can be said that facts and information described in this research study may act
as guidelines for future scholars who wish to execute research on the same or similar topic.
6
This research work is an analysis of customer satisfaction in the airline industry. The
company chosen for this purpose is Ryanair. The research is exploring the level of
satisfaction of the customers of the company with the services that are provided at airports.
Not only this, but, evaluation of the factors that affect the customer's satisfaction in the airline
industry, is also made concerning Ryanair. Along with this, the research study is also
exploring the approaches which are considered in the organisation to enhance customer
satisfaction and how it is affecting the profitability and sustainability of Ryanair in the airline
industry.
1.2 Rationale of the study
This research study is containing much information, which makes it important to future
research works. Customer satisfaction is one of the hot topics for companies in the airline
sector. Since this research study is particularly about Ryanair and describes the ways in
which level customer satisfaction can be enhanced; therefore, it can be used by the
organisations to formulate its strategies with which customer satisfaction can be increased.
Further, there is much information about the current customer level and the factors associated
with customer satisfaction in Ryanair. This information may allow organisations in the airline
sector to focus on customer services if the research work is published. This research is
developing an understanding of how managers in airline companies such as Ryanair and
many others can improve their services to acquire more customer satisfaction in their targeted
business markets. As far as usability of the current research work is considered for future
researches; it can be said that facts and information described in this research study may act
as guidelines for future scholars who wish to execute research on the same or similar topic.
6
An Analysis of customer satisfaction in the airline industry: A case study of Ryanair
1.3 Research aim and objectives
This research study has been accomplished considering an aim for which various research
objectives, are formed. These aim and objectives are described in the following manner.
1.3.1 Research aim
The aim of the research study is to the analysis of customer satisfaction in the airline
industry. The research work particularly aims at customer satisfaction in Ryanair.
1.3.2 Research objectives
There are many research objectives for accomplishing this study, which include:
To determine the factors that may affect customer satisfaction in the airline industry
To evaluate the approaches that are considered in Ryanair for enhancing customer
satisfaction
To analyse the satisfaction level of customers that make use of the services provided by
Ryanair
To recommend certain approaches or measure through which customers satisfaction in
Ryanair can be enhanced
1.4 Research questions
There are many questions, which will be answered in this research study. These research
questions are described in the following way.
What are the factors that may affect customer satisfaction in the airline industry?
What are the approaches that are considered in Ryanair for enhancing customer
satisfaction?
7
1.3 Research aim and objectives
This research study has been accomplished considering an aim for which various research
objectives, are formed. These aim and objectives are described in the following manner.
1.3.1 Research aim
The aim of the research study is to the analysis of customer satisfaction in the airline
industry. The research work particularly aims at customer satisfaction in Ryanair.
1.3.2 Research objectives
There are many research objectives for accomplishing this study, which include:
To determine the factors that may affect customer satisfaction in the airline industry
To evaluate the approaches that are considered in Ryanair for enhancing customer
satisfaction
To analyse the satisfaction level of customers that make use of the services provided by
Ryanair
To recommend certain approaches or measure through which customers satisfaction in
Ryanair can be enhanced
1.4 Research questions
There are many questions, which will be answered in this research study. These research
questions are described in the following way.
What are the factors that may affect customer satisfaction in the airline industry?
What are the approaches that are considered in Ryanair for enhancing customer
satisfaction?
7
An Analysis of customer satisfaction in the airline industry: A case study of Ryanair
What is the satisfaction level of customers that make use of the services provided by
Ryanair?
What approaches or measure can be recommended through which customer’s satisfaction
in Ryanair can be enhanced?
8
What is the satisfaction level of customers that make use of the services provided by
Ryanair?
What approaches or measure can be recommended through which customer’s satisfaction
in Ryanair can be enhanced?
8
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