Aviation Assignment: Customer Satisfaction Assignment Easy Jet

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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