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Research Project1
TABLE OF CONTENTSTASK 1............................................................................................................................................31.1 Formulate and record possible outline of project..................................................................31.2 Factors that contribute to the process.....................................................................................31.3 Critical review........................................................................................................................41.4 Research specification...........................................................................................................61.5 Action plan.............................................................................................................................7TASK 2............................................................................................................................................82.1 Match resources efficiently to the research questions...........................................................82.2 Proposed research investigation.............................................................................................82.3 Collection of data.................................................................................................................10TASK 3..........................................................................................................................................133.1 Research evaluation techniques...........................................................................................133.2 Interpretation and analysis of data.......................................................................................133.3 Recommendation and further areas for consideration.........................................................15CONCLUSION..............................................................................................................................16REFERENCES..............................................................................................................................172
Title“To analyse the impact of cabin crew performance on the satisfaction level of customer inaviation industry- Study on EasyJet.”TASK 11.1 Formulate and record possible outline of projectAims-To analyse the impact of cabin crew performance on the satisfaction level of customers- Astudy on EasyJet.Objectives-To assess the concept of customer satisfaction in aviation industry.To analyse the services rendered by the cabin crew in the EasyJet.To analyse the relationship between cabin crew performance and customer satisfaction inEasyJet.To recommend ways in which customer satisfaction can be improved through crewperformance in EasyJet.Rationale for the studyWith the changing travel preferences as well as increase in the low budgeted airlines hasassisted in selecting this topic. The customers or passengers are more likely to prefer to budgetedservices that meet their requirement and travel and needs (Mayr and Zins, 2012). The keyrationale for selecting this topic is that UKCBC student mainly prefer to select the services ofEasyJet. Therefore, it is essential to measure the impact of performance rendered by crewmembers of airline to their passengers and customers. Along with this there are different paststudies conducted on measuring the satisfaction level of customers within the aviation industrybut selecting this topic would measure the impact of cabin crew member performance on thesatisfaction level of passengers.1.2 Factors that contribute to the processThere are different factors that contribute in the selection of this topic the foremost factorthat contribute to the process include researcher need to grow their academic qualificationthrough conducting this study. Along with this another factor that contribute in the processinclude the interest of the scholar towards the research project. Interest among the researcherconsider as the major factor that contribute in successfully conducting the research.3
1.3 Critical reviewCustomer satisfaction in aviation industryWithin the service industry performance rendered by the staff considered as a significantrole that persuade or influences the satisfaction level of the customers. Thus, in the airlinedelivering quality services by the cabin crew members also assists in satisfying the requirementand needs of their passengers and customers. As per the view ofBaker (2013) customersatisfaction is consider as a key approach that assists in enhancing the performance of airlinethrough engaging in purchasing their services against the competitors airline in the industry.Along with this, it has been also assessed that customer satisfaction within the aviation industryalso support in benefiting the airline organization in enhancing their brand image, engaging incustomer loyalty through choosing their airline services from their rival companies. Along withthis, Cina (2013) has also stated that when the services provided by the airline meet theirexpectation level then in such circumstances it results in satisfying the passengers. On thecontrary to this, when the services provided by the staff members within the airline do not meetthe level of expectation then in such situation the perception of passenger towards the servicesquality gets hamper and customers are not usually satisfied with the airline services. With thechanging preferences and travel needs of the customers it is essential for the airline company aswell as cabin crew members to meet the expected service quality by offering range of in-flightservices. From the view point ofNamukasa (2013) customers satisfaction is consider as thesignificant goal within operations that results in building the reputation of airline in the aviationindustry. Therefore, it is required by top authority within the airline industry to deliver theservices accordant with the requirement and needs of the passengers that results in meeting theirexpectation level that benefit the whole aviation industry.As per theGurcan and et.al., (2019)customer satisfaction is always top of mind forairlines. Unhappy or disengaged customers naturally mean fewer passengers and less revenue. Itis very important that customers should have excellent experience every time they travel. Inaviation industry customers are looking to develop more personal connection with the companythrough various tools and channels like social media and for a better digital experience ofcustomers entirely. According to the viewsTanomsin and Chen, (2018)customer satisfaction notonly just impact on the bottom line of the businesses but it also impact on the moral of team as4
well as employee turnover.It can be included that airline industry is very competitive and onlycustomer will be factor of travelling process and does not lay on customer service or flightsafety. From view point ofOMOLLO and et.al., (2016)giving customer satisfaction is one of themost important strategy which airline company should be following so that they could be able toattract more customers.Services rendered by the Cabin crew membersCabin crew members within the airline deliver range of the exceptional services to thepassengers and customers so that it may satisfies their requirement. According toChen and Hu(2013) within the airline industry there are different form of services that are offered by the cabincrew members within the airline it mainly focuses on in-flight services. The key service that isdelivered by the cabin crew member is related with pleasing the passengers by allowing them toreach at the their place, greeting them in the flight etc. that would make their travel experiencemore comfortable. On the other hand, another services that are rendered by the crew memberswithin the flight include maintaining the decorum within flight by being polite with thecustomers and passengers. Performing the required services accordant with the customers andpassengers so that they may not get anxious within the flight. Therefore,Jenatabadi (2013) hasstated that it is required by the cabin crew members to engage in polite activities so that it mayact as the benchmark for them to provide quality services. In addition to this, another servicesthat are rendered by the cabin crew members within the flight include making passengerscomfortable so that they have pleasing and delightful journey (Soomro and et.al., 2012). Oftenthe passengers have problem with the another passengers sitting just next to them in this situationcabin crew member need to deliver proper services by changing their seats and making themcomfortable.Moreover, cabin crew members within the airline also need to deliver services relatedwith constant checking that customers needs anything in the flight or not (Lewis, 2013). Forinstance, crew member in the flight must provide them extra pillow and blanket if they requiresso that they may have happy and relaxed journey. Therefore, all the above are the differentservices that are delivered by the cabin crew members so that they may easily satisfy theircustomers and passengers.5
As per the views ofChute, (2017)Air cabin crew members provide excellent customerservice to the travellers while making sure the comfort as well as safety throughout the flight.They are provided with the training to deal with emergency situation and security that might berises and can administer first aid to passengers. According to the views ofTaylor and Moore,(2015)cabin crew members also check the seat belt of passengers and all the galleys are securebefore take off of flight. Further, they also provide first-aid when it is required by customers.They are directly responsible for the providing better customer experience.Relationship between cabin crew performance and customer satisfactionFrom the view point of Oliver (2014) it has been assessed that there is relationshipbetween the services rendered by cabin crew members and the satisfaction level of thecustomers. For instance, during the air travel passengers expect to have comfortable and relaxingjourney that could be accomplished with delivering the quality services by the cabin crewmembers in the flights (Petzer, De Meyer and Svensson, 2012). In the situation when cabin crewmember delivers the wrong services then could negatively impact on the mindset of customersand they would think twice before choosing the same airline services. Therefore, it is said thatservices of the cabin crew member performance have direct relationship in satisfying thecustomers. Along with this,Singh and Sushil (2013) has also stated that with in thecircumstances if cabin crew members renders the required in-flight services to their passengersand customers then it would assists in meeting their service quality that positively results insatisfying them that directly impact the performance of budgeted airline in the aviation industry.On the contrary to this, effective cabin crew performance in the flight would outcome indelivering quality services that build trust among the customers that often results in repurchasingtheir airline services from their competitors (Hsu and Liou, 2013).According to theHussain, Al Nasser and Hussain, (2015)there is a direct relationshipbetween the customer satisfaction and the performance of cabin crew as if the performance ofcabin crew is up to the mark it will allow better satisfaction of customers. On the other hand, ifthe performance of cabin crew members are not good it will negatively affect the satisfaction ofcustomers.Efthymiou and et.al., (2019) stated that, to make long term relationship withcustomers it is very essential that the cabin crew members are well trained and experienced.6
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