Airline Industry Analysis & Customer Satisfaction

This assignment delves into the dynamic realm of the airline industry. It examines the influence of low-cost carriers on traditional airlines, exploring how factors like pricing strategies, route networks, and operational efficiency affect profitability. Furthermore, it investigates the crucial aspect of customer satisfaction in this competitive landscape, analyzing how airlines strive to meet evolving passenger expectations and enhance loyalty. The provided research papers offer insights into these key aspects, prompting a comprehensive understanding of the airline industry's complexities.

RESEARCH PROJECT
(Factors that influence satisfaction level of low
cost airline passengers)

Table of Contents
Research Title..................................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Formulation and recording of research project outline.........................................................1
1.2 Factors that contribute to process of research project selection............................................2
1.3 Critical review.......................................................................................................................2
1.4 Research project specification...............................................................................................4
1.5 Research plan and procedure................................................................................................5
TASK 2............................................................................................................................................6
2.1 Resource efficiency...............................................................................................................6
2.2 Research questions................................................................................................................7
2.3 Recording and collection of data...........................................................................................9
TASK 3..........................................................................................................................................10
3.1 Research evaluation techniques..........................................................................................10
3.2 Interpretation and analysis of data......................................................................................12
3.3 Recommendations...............................................................................................................17
TASK 4..........................................................................................................................................17
4.1 Presentation.........................................................................................................................17

Research Title
“To identify factors that influence satisfaction level of low cost airline passengers: A study on
EasyJet”
TASK 1
1.1 Formulation and recording of research project outline
Aviation industry is considered as fasted growing sector, it supports well in increasing
trade, commerce across the world. Customers are life blood of any business. Firms continuously
try to enhance satisfaction level of their consumers so that entities can sustain in the market for
longer duration (Ho, 2014). From last few years low cost or low budget airlines has grown well.
Development in low cost airlines has supported in the development of international tourism.
Airline industry is providing extremely well services to its passengers that has influenced the
mind of travellers. Now it has become easy for low income class people to travel through airline
(Hunt, Petitt and Truong, 2016).
Present study is based on EasyJet which is a British airline. It operates its business under
low cost carrier model. Revenues of the company is continuously increasing, in 2016 its revenue
was £4.669 billion and operating income was £495 million. Present research project will discuss
about customer satisfaction for low cost airlines EasyJet. Furthermore, it will explain factors that
influences mind of passengers. In addition, study will describe relationship between price and
services with satisfaction level of consumers.
Aim
“To identify factors that influence satisfaction level of low cost airline passengers: A study on
EasyJet”
Objectives
 To explain features of low cost airlines and services provided by EasyJet.
 To identify factors that impact on satisfaction level of passengers of easyJet.
 To determine relationship between price, service quality and customer satisfaction. To suggest ways through which EasyJet can enhance satisfaction level of its passengers.
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Research questions
 What are the features of low cost airlines and what services are provided by EasyJet?
 What are the major factors that impact on satisfaction level of passengers of EasyJet
 How price and service quality is related with consumer satisfaction.
1.2 Factors that contribute to process of research project selection
Current project is based on factors that influence satisfaction level of passengers of low
cost airline. Now-a-day aviation industry is growing well and is earning high profit by satisfying
needs of consumers (Mishra, Singh and Rokadia, 2015). Low cost airlines are also developing, it
concentrates on needs of customers and provides quality services to travellers at affordable
prices. This helps in meeting needs of low budget people as well. Due to this, middle income
class people are now able to take experience of airline travelling. There are several factors that
has forced researcher to select this topic. These are as following: Area of interest: Aviation industry is one of the interesting subject for the scholar.
Individual has worked in this field and has relevant experience about it (Fageda and et.al,
2017). That is why researcher was able to conduct quality investigation on this topic.
That is why individual has selected this topic of customer satisfaction for low cost
airlines. Availability of data: There are many other researchers those who have conducted deep
study on the same topic (Shaw, 2016). There are many books, journals, internet articles
on this topic. Thus, there is availability of adequate information. This was another reason
for the researcher to select this topic because sufficient data can help the person in
understanding the topic well and finding good results.
 Feasible subject matter: It was another reason of selecting this topic. Customer
satisfaction and low-cost airline are feasible topics (Tembleque-Vilalta and Suau-
Sanchez, 2016). Due to its feasibility researcher can conduct in-depth investigation on
this topic.
1.3 Critical review
Features of low cost airlines
As per the view of Whyte and Lohmann, (2016) low cost airlines are growing well, over
the past few years its number of passengers have been increased to great extent. The main reason
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of this growth is that these carriers provides travel services to all range of consumers. It gives
chance to travellers to fly internationally at affordable cost. Earlier many people were not able to
buy tickets of airlines due to its high cost. But low-cost airlines provide attractive services at
affordable rates to these passengers which helps them in attracting towards these flights. On
other hand Williams, (2017) argued that low cost airlines are affordable in rate but its services
are not enough good. Sits, travel arrangements, etc. of these low-cost carriers are poor which
creates negativity in minds of consumers. Passengers always want to travel in such flights where
they can fly comfortably but due to low budget these airlines are not able to provide luxurious
services to its valuable consumers.
According to Bigne and et.al, (2016) lower fares is the main feature of low budget
airlines. EasyJet, Ryanair are great examples of these flights. It offers simple fare schemes so
that middle income class people can also afford it easily. That is the main reason that many low-
income group people now able to fly internationally with the help of these low cost airlines.
Henrickson and Wilson, (2016) stated that low pricing, simple pricing structure, direct booking,
limited products are the main features of low cost carriers. If the person is having sufficient
financial resources then individual prefer to fly through other carriers rather than low cost
airlines.
As per the view of Bigne and et.al, (2016) low cost airlines fly across the world, it covers
each location and routes. Customer satisfaction is the conceptual framework which shows
product's perceived performance and its capacity to meet with the expectation of consumers. It
helps in developing profitable relationship with buyers and making them loyal towards the brand.
Low cost carriers are able to fulfil needs of customers by providing them satisfactory services.
That is why number of passengers of these airlines are increasing day by day (The Factors
Influencing Low-cost Airline Passenger Satisfaction and Loyalty in Bangkok, Thailand, 2012).
Factors impact on satisfaction level of passengers
As per the view of Tembleque-Vilalta and Suau-Sanchez, (2016) price is the major
element that impact on the mind of travellers to great extent. If any of the airline is offering
quality services at high rates then it may turn the mind of consumers. Due to this, people do not
prefer to travel from these carriers because it increases their budget. In such condition these
people become negative towards the airline and start searching for new flights which can provide
them travel benefits at affordable rates (Improving customer satisfaction; case tiger airways,
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2016). On other hand Shaw, (2016) argued that service quality is one of the main element which
impact on the mind of passengers of aviation industry. Whenever individual prefer to go through
flights then person expects to get high quality services. Individual needs proper sitting
arrangement, sufficient travel arrangement. And if airline is unable to meet with their needs then
they become negative towards the brand (The Factors Influencing Low-cost Airline Passenger
Satisfaction and Loyalty in Bangkok, Thailand, 2012). Service quality is the major factor which
influence customer's satisfaction to great extent. British Airways is the popular name which
offers easy and comfortable travel to its valuable passengers. Whereas some of the low cost
airlines such as Easyject, Ryanair are unable to offer such luxurious services to clients. In such
condition people do not prefer to travel from Easyject.
According to Fageda and et.al, (2017) travel timing is another main element which
impact on satisfaction level of consumers. Most of the people chose to travel from airline
because it is easy and time efficient. They can travel from one location to another in limited
period. That helps them in completing their remaining work on time. But low cost carriers have
to fly from long routes which increases travel timing. This is the main element which influence
satisfaction level of customers.
Relationship between price, service quality and customer satisfaction
As per the view of Ho, (2014) there is strong relationship between price and customer
satisfaction. If company offers low cost products and services to consumers then it makes them
positive towards the brand. Low cost products are easily affordable and helps in satisfying needs
of travellers effectively. Low cost airlines provides travel services to passengers at minimum
rates. This attracts more people towards the brand and enhance their satisfaction level to great
extent. On other hand Hunt, Petitt and Truong, (2016) stated that most of the people those who
are regular travellers of airlines, they want quality services and if they do not get these services
then it becomes hard for them to chose this source again. In such condition satisfaction level of
passengers get reduced to great extent.
Henrickson and Wilson, (2016) stated that there is strong relationship between service
quality, price and customer satisfaction level. Person looks at its services first then its price and
accordingly individual makes its mind whether to travel from this route or not. Apart from this,
some passengers only looks to service quality. If previous history or reviews of consumers
reflect that its services are not good then individual change their mind. But if person gets positive
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reviews for service quality and cost effectiveness of the flights then they become positive
towards the brand and prefer to take experience of these flights (The Factors Influencing Low-
cost Airline Passenger Satisfaction and Loyalty in Bangkok, Thailand, 2012).
1.4 Research project specification
Research methodology is the tool that is used by scholar to collect in-depth information
about the topic and developing understanding about subject matter. Present study is based on
customer satisfaction for low cost airlines (Bryman and Bell, 2015). There are many factors that
influence the mind of passengers towards the airline. For conducting investigation on this topic
scholar will have to take support of many tools and techniques through which individual can
collect relevant information and can reach to the results. These research tools helps the
investigator in gathering relevant facts about the topic and identifying research problems. In the
current research project scholar will apply interpretivism philosophy. This considered as one of
the effective method that helps in carrying out the research in systematic manner. In addition,
researcher will also apply method of descriptive research design (Edwards and et.al, 2016). This
will be suitable tool for the present topic of customer satisfaction for low cost airlines. With the
help of this technique's researcher will be able to describing elements related to low cost carriers
easily. This will develop understanding of the person and will help in finding solutions for
research problems.
Furthermore, scholar will gather information by using two methods; primary and
secondary sources. Both these tools are effective in gathering in-depth information about the
subject matter (Ho, 2014). In the current project researcher will apply questionnaire method as
primary data collection source for gathering detail about customer satisfaction and factors that
impact on their level of satisfaction. Furthermore, scholar will also apply thematic analysis tool
in order to analysis all these information in effective manner. This is considered as suitable tool
for the qualitative type of investigations. Through graphs and charts individual will be able to
present all detail in proper manner which will support in getting results (Janghorban, Roudsari
and Taghipour, 2014).
1.5 Research plan and procedure
Activity 1th
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k k k
Research
topic selection
Literature
review
Research
methodology
mapping
Completion of
research
Proposal
Preparation
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questionnaire
for data
collection
Recording of
all collected
data
Analysis f
data through
thematic
analysis tool
Discussion
and
interpretation
Editing and
final
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submission of
research
project
TASK 2
2.1 Resource efficiency
Resources are most important part of any research project. If scholar does not have
sufficient resources then it will create issue for the person in completing the project on time and
meeting with its objective. For conducting the investigation on factors influencing satisfaction
level of passengers for low cost airline. For this topic researcher will require resources such as
human, physical, technological resources. All these resources will support the person in
accomplishing the objective of research project. Human resource: This is considered as one of the most important resource require for
completing the research project in effective manner. Individual will gather data from
respondents. Involvement of human resource will help in collecting real facts about low
cost airlines in effective manner. In the absence of skilled human resources individual
will not be able to develop understanding about the topic which will affect its final results
to great extent. Technological resource: It is another essential part of research project. Researcher will
require the latest equipments to collect data, store data and analysis of these information.
Availability of sufficient technological tool will be beneficial in reaching to the final
results and meeting with real objective of the study. Time resource: It is another major resource which will require to researcher for carrying
out this study in effective manner. By having sufficient time, individual will be able to
gather in-depth information about the topic and will be able to find results. If scholar is
not having adequate time to complete the investigation then in such condition final results
will not be matched with the real objective.
 Physical resource: It is another resource which will be required to complete this research
project in effective manner. Investigator will require many physical resources which will
help the person in minimizing hurdles and reaching to the final result.
There is strong relationship between research resources and research questions. If scholar
has sufficient resources then it would be beneficial in gathering information related to research
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questions. By this way overall objective of the project will be accomplished. But if individual
does not have human resources then data will not be gathered in effective manner that would
create problem in finding results and drawing conclusion.
2.2 Research questions
For the present research project scholar will take support of primary data collection
sources. In which individual will use questionnaire technique which will support the researcher
in gathering in-depth information about the topic.
Investigator will send questionnaire to 20 UKCBC clients. They have great experience of
this field and they travel from airlines frequently. They can give good detail about satisfaction
level of passengers and factors that impact on their satisfaction level.
Name
Age
Gender
From which airline have you travelled last time?
 Full service air line
 Low cost airline
Do you think that travelling with low cost airline Easyjet is good?
 Likely
 Unlikely
 Not sure
Are you satisfy with low cost airline services of Easyjet?
 Highly satisfy
 Not satisfy
 Moderately satisfied
What is the major factor which you consider before buying airline tickets?
 Price
 Service quality
 Flight time
 Airline brand
Do you think that low cost airlines are not providing quality services to its passengers?
 Strongly agree
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 Agree
 Disagree
 Strongly disagree
Do you think that low cost airlines need to be improved?
 Yes
 No
 Not sure
Do you prefer low cost airlines if it offers comfortable seats?
 Yes
 No
 may be
What is the best way to enhance satisfaction level of passengers towards Easyjet?
 Offer quality services
 Decrease travel time
 Improve comfort level
 Others
2.3 Recording and collection of data
Theme 1: Airline have you travelled last time
Full service airlines 12 60%
Low cost airlines 8 40%
Theme 2: Travelling with low cost airline Easyjet is good
Likely 8 40%
Not likely 5 25%
Not sure 7 35%
Theme 3: Satisfaction level with low cost airline services of Easyjet.
Highly satisfy 6 30%
Not satisfy 2 10%
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Moderately satisfied 12 60%
Theme 4: Major factor which you consider before buying airline tickets
 Price 6 30%
 Service quality 7 35%
 Flight time 5 25%
 Airline brand 2 10%
Theme 5: low cost airlines are not providing quality services to its passengers
Strongly agree 4 20%
Agree 7 35%
Disagree 6 30%
Strongly disagree 3 15%
Theme 6: low cost airlines need to be improved
Yes 12 60%
No 7 35%
Not sure 1 5%
Theme 7: Improvement in Low cost airlines can be taken place if it offers comfortable seats
Yes 7 35%
No 5 25%
May be 8 40%
Theme 8: the best way to enhance satisfaction level of passengers towards Easyjet
Offer quality services 7 35%
Decrease travel time 5 25%
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Improve comfort level 6 30%
Others 2 10%
TASK 3
3.1 Research evaluation techniques
Research methodology is the theoretical analysis method which is generally applied in
the field of study. It is the combination of various methods and principals which helps the
researcher in gathering facts and figures and developing understanding about subject matter.
Research philosophies
It is the phenomena of gathering details about subject matter. It is the ways through
which individual cam develop understanding and can analysis details in effective manner. With
the help of this tool scholar become able to meet with the real objective of research project.
Positivism and interpretivism are two main methods which is applied in different types of
investigations. Current research project is qualitative in nature thus, researcher has applied
interpretivism philosophy. It has supported the scholar in looking at the information from
objective point of view so that authentic information can be gathered for the research project.
Current investigation was on the topic of factors that influence satisfaction level of passengers
for low cost airlines. For this topic use of interpretivism tools was appropriate this has helped in
developing understanding and reaching to final conclusion.
Research designs
It is another method of research methodologies, it is the strategy that helps in carrying out
the research in logical manner. Descriptive, exploratory are various methods of designing that
can be used in different types of investigations. In the present research project scholar has
applied descriptive research design. It was appropriate tool for this study because this has helped
in describing facts about customer satisfaction, factors that influence the mind of passengers for
low cost airlines.
Research approach
It is the methods which defines way of conducting an investigation. It may be from
specific to general and general to specific. Current research is qualitative in nature thus, scholar
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has taken support of inductive research approach. This has supported the scholar in gathering
information and reaching to the final results.
Data collection
It is the most important part of research methodology, without selecting proper data
collection method individual will not be able to collect right information about the research
topic. There are two major tools; primary and secondary sources. Both these methods can
support an investigator in gathering in-depth detail about the topic and finding results. In the
current research scholar has applied primary sources and has used questionnaire technique for
knowing about the subject matter. This has supported the scholar in gathering realistic details
and developing understanding about the topic.
Sampling
For collecting information about the customer satisfaction for low cost airlines, scholar
has chosen 20 UKCBC clients. Individual has sent then questionnaire and has asked about
factors which influence their mind for low cost airlines. Researcher has applied random sampling
tool for selection of samples. This sampling technique was appropriate for then current
investigation it has minimized chances of bianess and has helped in gathering realistic
information about the subject matter.
Data analysis
For the current study scholar has applied thematic analysis tool, this was appropriate for
the qualitative type of research. With the help of graphs and charts individual has presented all
the data in effective manner. This supported researcher ion drawing valid conclusion and
meeting with the objective of the study.
Ethical consideration
Researcher has followed all ethical rules and regulation while conducting this
investigation in effective manner. Scholar had taken prior permission from the samples or
respondents and after that individual has sent them questionnaire. Investigator has not copied any
material from any place, all details have written in his own words.
3.2 Interpretation and analysis of data
Theme 1: Airline have you travelled last time
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Interpretation: From the above discussion it is analysed that 60% respondents have viewed that
they have experiences full service airlines. Whereas 40% answers have said that they have
experiences low cost airline services in their last travel. From the discussion it can be interpreted
that maximum people prefers to take experience of full service airlines, It is because in these
flights they can travel comfortably and they can reach to their destination on time.
Theme 2: Travelling with low cost airline Easyjet is good
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Interpretation: From the above discussion it is analysed that travelling with low cost airline
Easyjet is likely good. Whereas 25% answers have viewed that it is not likely. On other hand
35% participants have said that they are not sure on this matter. From the above discussion it can
be interoperated that maximum people are likely to this point that low cost airline services are
good enough and are able to meet with the needs of consumers.
Theme 3: Satisfaction level with low cost airline services of Easyjet.
Interpretation: From the above discussion it is analysed that 30% respondents are highly satisfied
with the low cost airline and its services. Whereas 10% people are not satisfied with services of
Easyjet. On other hand 60% answers have viewed that they are moderately satisfied with the
services of Easyject. From the above discussion it can be interpreted that low cost airlines are
able to provide quality services that can help in increasing satisfaction level of customer to great
extent.
Theme 4: Major factor which you consider before buying airline tickets
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Interpretation: From the above discussion it is analysed that 30% answers said that price is the
major factor which influence their mind. On other hand 35% participants have viewed that
service quality of the company impact on their mind to great extent. Whereas 25% answers have
said that flight timing is the main element which influence the mind of passengers to great
extent. On other hand 10% participants have viewed that brand of airline can influence their
mind. From the above discussion it can be interpreted that price and service quality impact on the
passengers mind. So low cost airlines such as Easyject need to concentrate on providing quality
services to passengers at affordable prices.
Theme 5: low cost airlines are not providing quality services to its passengers
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Interpretation: From the above discussion it is analysed that 20% answers have said that low
cost airlines do not provide quality services to its consumers. On other hand 35% respondents
have said that they are agreed that Easyjet provides quality services. From the above discussion it
can be interpreted that services of Easyject is good but it is required to improve more so that
company can attract more consumers and can enhance their satisfaction level.
Theme 6: low cost airlines need to be improved
Interpretation: From the discussion it is analysed that maximum respondents are saying yes for
low cost airlines need improvement. If they improve their quality, comfort level for consumers
then it will be beneficial in improving satisfaction level of consumers.
Theme 7: Improvement in Low cost airlines can be taken place if it offers comfortable seats
16

Interpretation: From the discussion it can be interpreted that maximum people are saying yes
for low cost airlines need to improve their seats. This will help in providing comfort level to
passengers. This will help in raising their satisfaction level towards the airline.
Theme 8: the best way to enhance satisfaction level of passengers towards Easyjet
Interpretation: From the above discussion it can be interpreted that 35% respondents are saying
the improvement in services is the only way that can support in increasing satisfaction level of
customers and making them loyal towards the brand.
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3.3 Recommendations
From the above study it is analysed that low cost airlines need to improve some aspect for
increasing satisfaction level of customers. Suggestions for improvement are as following:
 Easyject should improve comfort level for customers, it should improve seats and should
provide some other facilities so that passengers can travel easily in low cost airlines.
 Easyjet should pay attention on needs of consumer and accordingly it should offer them
facilities at affordable rates. It should minimize travel time by choosing short routes for
travelling. This will support in increasing satisfaction level of passengers.
TASK 4
4.1 Presentation
Covered in Poster
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REFERENCES
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Fageda, X. and et.al., 2017. Does market exit of a network airline affect airline prices and
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Henrickson, K. E. and Wilson, W. W., 2016. The Convergence of Low-Cost and Legacy Airline
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Shaw, S., 2016. Airline marketing and management. Routledge.
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