EasyJet Customer Journey

This research project examines the customer journey of EasyJet, focusing on the problems encountered by customers during various stages, including booking, travelling, and landing. It analyzes the impact of these issues on customer satisfaction and proposes solutions for EasyJet to improve its services and retain customers.

Research Project

Table of Contents
ABSTRACT ....................................................................................................................................1
TITLE: ............................................................................................................................................2
CHAPTER 1: INTRODUCTION ...................................................................................................2
1.1 Background of the research..............................................................................................2
1.2 Research aim and objectives............................................................................................2
1.3 Research Questions..........................................................................................................3
1.4 Rational of research .........................................................................................................3
1.5 Importance of research.....................................................................................................4
1.6 Research gap/problem......................................................................................................4
1.7 Conceptual framework.....................................................................................................4
CHAPTER 2: LITERATURE REVIEW ........................................................................................5
2.1 The stages of customers journey from booking to landing..............................................6
2.2 The problems that customer faces in all stages from booking to landing. ......................7
2.3 The impact of inconvenience of facilities on customers of EasyJet.................................8
2.4 The ways through which Easy jet can overcome the issues faced by its customers........9
CHAPTER 3: RESEARCH METHODOLOGY ..........................................................................11
CHAPTER 4: RESULTS OR FINDINGS ....................................................................................15
CHAPTER 5: CONCLUSION AND RECOMMENDATION ....................................................27
REFERENCES .............................................................................................................................29
APPENDICES ..............................................................................................................................31

ABSTRACT
Main purpose behind conducting this report is to analyze the impact of services provided
by Easy Jet to its customers from booking to landing. Different stages such as Searching,
Booking, Travelling and Landing are main stages and in this customers of Easy Jet faced various
problems including Overbooking Flights, Flight Delays/Cancellation, Luggage Lost and Hidden
charges. All these are main issues and impact on customer's perception and mindset towards
brand of Easy Jet. Along with this, in order to overcome all these issues, researcher used
different number of effective ways such as no hidden charges, proper integration of system,
proper management of Luggage and maintaining the punctuality. Apart from this, primary and
secondary data source are essential for company to overcome all issues easily. Under primary
research, researcher applied questionnaire which help in identifying accurate response of
customers towards services provided of company. On the other side, under secondary source,
literature review was considered as a best way because it support in accumulating accurate and
relevant data about the topic. With the help of questionnaire, researcher or company were find
out, more than half of the population are aware about the business services and issues in all
stages of booking to landing. At last, various suggestions was provided to the company about
how to overcome all these issues such as to maintain proper integration of system, use
digitalisation and innovation etc. Thus all these are effective and useful for organisation to attain
better results and enhance their brand position at market and among customers.
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TITLE:
“To identify the problems that a customer faces from booking to landing”. A case study
on Easy Jet.
CHAPTER 1: INTRODUCTION
A customer is an individual that buy the products or services produced by an
organisation. Main goal and objective of each enterprise is to attract large number of customers
towards business services (Alamdari and Fagan, 2017). In addition, customer is a main and
foremost asset required for the success and growth of company. For this dissertation,
organisation taken is Easy Jet, which is a British low-cost carrier airline company. It was
founded by Stelios Haji-Ioannou in March 1995 and headquartered at London Luton Airport.
Company operates international and domestic scheduled services on over 1000 path in more than
thirty countries. This dissertation is divided into different chapters such as Introduction,
literature review, methodology, results or findings, and conclusion and recommendation. All
these are main part for completing research project within given time period.
1.1 Background of the research
Easy jet is a British Airline company located in Luton, England, UK. It is a well-establish
airline organisation that has different number of customers. Recently, customer are faces
different issues in booking to landing services of Easy jet. The main problems faced by customer
is related to over booked flights, flight delays or cancellations, luggage getting lost etc. All these
are major problems which highly impact on performance and market share of company. There
are different stages used by customers from booking to landing such as map out the content,
product description, time of flight landing etc. Apart from this, travellers also face some major
issue in all these stages such as delay of flight, no selection of specific seats if they flying with a
family or groups. For this, company charge maximum amount of money from the customers
which directly impact on business performance and productivity (Alderighi, Nicolini and Piga,
2012).
1.2 Research aim and objectives
Research aim and objective are refer as one of the important part for the project. Entire
activities of research is mainly depend on the research aim and support an investigator to identify
main issues and importance of topic for the company. Main aim of this research is:
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“To investigate the impact of services provided by Easy Jet to its customers from booking
to landing ”. A case study on Easy jet.
Objective: It is another important part of dissertation which help a researcher to achieve
aim for the research. Research objective is mainly based on two variables one is dependent and
second one is independent (Barnes, 2017). According to this research aim, mindset of customers
related to the stages of booking to landing is depend on business services provided by Easy Jet.
Therefore, as this, some useful and reverent research objectives are prepared which shown as
under:
 To identify the stages of customers journey from booking to landing.
 To analyze the problems that customer faces in all stages from booking to landing.
 To investigate the impact of inconvenience of facilities on customers of Easy Jet.
 To identify the ways through which Easy jet can overcome the issues faced by its
customers.
1.3 Research Questions
A research question is refer as the fundamental core of study, research project or
literature review (Baumgartner, Kätker and Tura, 2016). This section of dissertation is mainly
emphasis on study, determines the methodology or methods and guide entire stages of reporting,
analysis and inquiry. Thus, it is essential for the researcher to prepare some relevant questions
with the help of research objectives.
 What are the stages included in customers journey from booking to landing?
 What are the problems that customer faces in all stages from booking to landing?
 What are the impact of inconvenience of facilities on customers of Easy Jet?
 What are the ways through which Easy jet can overcome the issues faced by its
customers?
1.4 Rational of research
Main purpose behind selecting this topic is to investigate the issues faced by customers
with Easy jet services. This topic help the researcher to find out all issues and ways to overcome
such problems effectively. Thus, it is also essential for researcher to achieve their personal and
professional goal. Problems in booking to landing service negatively impact on company, in
order to overcome this research is more significant. This research also assist an investigator to
analyze the influence of inconvenience of services on customers of airline company. Thus, topic
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is large which will aid an individual or researcher to gain their knowledge and skill about the
field of study. Apart from this, investigator is capable to do further research in more effective
and successful manner.
1.5 Importance of research
Research is defined as a relevant and careful consideration of study about a specific topic
or issue. To identify challenges which is faced by customers with Easy jet services is important
for the researcher. As research help the researcher to analysis different ways about how to
overcome issues i.e. cancellation of flight, overbooking flights, no choice for the customers to
select specific seats etc. All these are possible with the help of research and thus, it give better
outputs for the research. Therefore, topic is big and help an organisation to easily overcome issue
and retain customer's for long time.
1.6 Research gap/problem
One of the main problem or gap in this research is to analyze the impact of services
provided by Easy Jet to its customers from booking to landing. Research gap is defined as a area
or topic which missing information limits the capability to reach a valid conclusion for a
question. In this research one of the main gap is how to overcome issues faced by customers with
the services of Easy Jet. With the help of proper identification, researcher can easily overcome
above all issues and get better results for future study.
1.7 Conceptual framework
Conceptual framework is significant for the researcher to define all chapters in more
detail and brief manner. For completing dissertation, there are some main chapters which are
determined as under:
Introduction: It is a first chapter for starting research project systematically. This part
includes different important and useful information about the topic and help an investigator to
enhance their knowledge criteria about the field of study (Boyd and Hollensen, 2012). This
chapter includes entire detail about the topic such as, background of the study, rationale,
significance, research gap, aims, objectives and questions of research. All these are significant
for investigator to complete research activities within given time duration.
Literature Review: It is another important chapter which help an investigator to collect
appropriate about the topic. This section of the dissertation help in identifying areas of prior
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scholarship to let duplication and provide credit to other investigators. This chapter is also
effective and useful for analysing inconstancies i.e. conflict in previous studies, gap in research,
open questions left from other study.
Methodology: In this chapter, researcher needs to find out different methods of collecting
relevant and accurate information about the topic (Fageda and Flores-Fillol, 2012). This section
includes different types of methodologies such as research approach, design, philosophy,
primary and secondary data collection, sampling method, research reliability and validity etc. All
these are main and essential method for accumulating valid and reliable data about the field of
study.
Results or findings: In this chapter, researcher need to find out results on the basis of
primary and secondary data. With the use of primary source, researcher collect data by
application of questionnaire. It is consider most useful and significant instrument for
accumulating proper information in regards to the research or topic. Apart from this, results or
findings are also based on secondary source which is collected by researcher through literature
review. Therefore, both sources are useful and help a researcher to gather proper data or
information about the research.
Conclusion and recommendation: It is a last part of dissertation in which entire
information about the topic is included (Gilliam, WUHU LLC, 2012). With the help of this
section, a researcher can easily identify response of selected respondents out of total population.
In recommendation part, some recommendation are provided to the company or researcher about
how to overcome issues and achieve better results within given time duration.
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CHAPTER 2: LITERATURE REVIEW
Literature review is a search and evaluation of the subject or choose topic area. To
identify important and relevant information about the topic, literature review plays an important
role. The objectives of writing literature review are stated as below:
 It providers a survey of the literature in a choose topic.
 The information in literature is synthesised into a summary.
 A critical analysis is done to the gathered information by identifying the gaps, limitations
in theories and point of view and by reviewing the areas of controversy in the current
topic.
 It also organised the literature in a specific way which attracts the reader.
2.1 The stages of customers journey from booking to landing.
According to Helge Moser, (2017), when a customer starts its journey, every airline
company has some specific steps of booking to landing. The steps of booking to landing in
EasyJet is defined as below:
Searching:
It is the first stage of customer's journey in EasyJet. In this stage, a customer search about
the flight schedule, seat number, travelling time, stoppages, fair etc. All these factors are
included while searching a flight. The searching of flight is done through two ways such as
online and offline. Online searching refers searching through website of EasyJet. The company
should provide all the information of travelling on website. A customer search each and every
information which is required by it (Goold, 2013). The required information can also include
details about the destination where to go. Some customers are aware about their destination
while some who travels to have fun in a place. In offline searching, customer has to visit the
nearest airport to know about the details of booking to landing.
Booking:
It is the next step of customer's journey in EasyJet. In this stage customer when get
satisfied with the services of company than it starts to book flight according to its convenience.
The booking is done on the basis of seat, fair, food and convenience in the flight. All these
factors are necessary for a customer to book a seat in plane. In booking a customer can also book
its food menu, which will help it in getting the desired food at the time of travelling. This type of
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booking can be done through online or offline. The booking mode always depends upon the
choice of customer. All the details of menu are also available online which help the customer to
book its food with convenience.
Travelling:
It is the third stage when customer will check-in to their flights. The airline company
should always keep in mind about the facilities to customers. These are the facilities of which
information is provided earlier online or offline (Granados and et. al., 2012). It is the time when
customer is feeling those experiences which are in the minds of it. The factors travelling include
security and safety features, food, seat etc. The most important factor which an airline industry
should apply the safety and security feature. If this feature is present in airline, customer feel
positive and secured. This satisfaction can leads to give positive feedback for the company.
Landing:
This is the final stage of a customer's journey in a plane. In this stage, customer is landed
at its destination and thus completed its journey. The factors which can satisfy the landing stage
of customer's journey can include, convenience in luggage collection, arrival on time etc. All
these factors are as important as the first stage of customer's journey. A customer when landed
wants to go to it's destination a soon as possible (Guttormsdóttir, 2013). Delaying in the
collection of luggage can frustrate it. This will results into dissatisfaction of customer's journey.
Therefore airline company should keep in mind all the factors of landing also.
2.2 The problems that customer faces from booking to landing.
According to Brignall, (2019), there are various stages of a customer while travelling in a
plane. These stages are covered in the previous question such as searching, booking, travelling
and landing. If airline company is not getting it's full attention on the stages, than a customer can
face many issues. The issues which a customer is facing while travelling in EasyJet are discussed
below:
Overbooking Flights:
This is one of the biggest problem in EasyJet. When a customer books its flight and get to
check-in, it will find that there is not seat allotted. This issue arises because EasyJet has very
cheap flight tickets and therefore customers book them. The issue of overbooking arises because
of the disintegration of internal system of EasyJet. Due to this customer faces many problems.
They find that there is no space available for them in the plane in spite of them pre-booking. This
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results a great dissatisfaction among the customers. Due to this issue they have missed their
meetings, sports matches, weddings, conferences etc.
Flight Delays/Cancellation:
It is another issue faced by customer in EasyJet. In this issue, when customer has reached
on time on the airport, they faced an issue of cancellation of flight without any prior notice. This
makes the customer dissatisfied with the services of company (Marchiori and et. al., 2016). A lot
of customers with EasyJet has faced this issue of flight cancellation. Sometime, company denies
to arrange another flight in spite of the cancelled. Apart from that, they had also charged
customers in arranging another flight. A case of this inconvenience is done by the company on
23rd May, 2018. When customers had checked-in the flight, EasyJet announced to have a one
hour delay in flight. After getting an hour they announced that flight has been cancelled. This
force the customers to sleep on the airport floor for 6 hours. Therefore customers suffer badly
during the services of EasyJet.
Luggage Lost:
This is another issue faced by the customer at the time of their arrival. When customers
has arrived at the airport, they found their luggage to be missed from the belt. When a trip was
organised to Rome, a customer had to wait 2 weeks for its luggage. The harsh situation was that
it found it's luggage to be torn and burned. The bag contains jewellery and other valuable items.
The staff in plane insisted the passenger that there luggage will be safe but the situation become
worst with the passenger (Matthews, 2012). This is a story of a passenger, but it had happened
with a lot of passengers again and again. This makes the customer dissatisfied and frustrated with
its services.
Hidden charges:
This is also a frustrating and dissatisfied situation of company. The price given for a
booking includes seat, only when it is not overbooked. There are many types of hidden charges
included with the ticket. A customer has to pay extra to book a seat. The pre-booking is done
only to onboard in plane. After giving the price of seat, a customer had to extra for the luggage
weighting over 15 kg. Therefore there are many types of charges applied on the customer to have
a smooth travelling. This imposes extra burden on customers while travelling.
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2.3 The impact of inconvenience of facilities on customers of EasyJet.
According to Lucy Ball, (2018), EasyJet had cancelled a hundreds of flights and forced
the customers to pay extra for their another tour. Apart from that, it has also spread
inconvenience to customers in a several ways. This inconvenience includes hidden charges,
luggage lost, flight delay cancellation, over booking etc. Due to this improper management
customers has faced many issues. The impact of inconvenience of facilities on customers are
detailed below:
Extra Payment:
Due to the issue of hidden charges, customers had to pay extra to the company. A
customer when book a flight in EasyJet, it has to pay for booking, seat number, more than 15 kg
luggage etc. in technically a customer had to pay three times for a seat (Medlik, 2012). All this
allows extra burden on customer pocket. This allows a customer to get rid of the issues faced and
go in another airline which will take a single ticket and allow all the facilities.
Dissatisfaction and Frustration:
Due to inconvenience a customer had to face frustration and dissatisfaction. There are
many cases such as delay or cancellation in flights, overbooking, lost of luggage etc. These cases
are enough to make a customer frustrate or dissatisfied. Customer always wants a smooth and
convenient travelling but in case of EasyJet, the system is not proper enough to allows those
services to customers (Morrison, 2015). Although the services of EasyJet are cheaper but the rate
of inconvenience is much higher that the customers are threatened to travel with company. The
level of inconvenience has reached to an extent that many of the passengers had to sleep on floor
of airport because of the cancellation of flight.
Issue in selection of seat:
EasyJet has faced an issue of overbooking. Customers had booked their flight but will not
get their seat at the time of check-in due to overbooking of the flight. This makes them frustrated
and dissatisfied. Overbooking has increased because the rate of tickets in EasyJet is very cheap.
Disintegration of management of EasyJet is also a reason for overbooking of flight. Due to
overbooking the money invested by the customer will not get any worth. To select the seat a
customer had to pay extra money which increases burden on its pocket.
Loss of time and cost:
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This is another impact of inconvenience to the customers. In an occasion on 23rd May
2018, a flight has been delayed by an hour. After an hour the official of EasyJet announced that
the flight has been cancelled (Pels, Njegovan and Behrens, 2017). This had increased frustration
among the customers. When they demanded for another flight to go to their destination, the
officials asked for more charges to complete the journey. Due to this inconvenience customers
had to stay for 6 hours on the floor of airport. This results in the loss of time and cost of
customers.
2.4 The ways through which Easy jet can overcome the issues faced by its customers.
According to Naomi Rovnick, (2018), EasyJet has gained a good revenue due to
struggling of rival airlines. In the present condition of this company, it is not able to provide
facilities to its customers. A lot of customers are dissatisfied with the services given by company.
There are some ways through which EasyJet can increase the customer satisfaction by resolving
the issue of customers.
Proper integration of system:
The issue of overbooking is one of the main issue in customer service. EasyJet can
overcome this issue by integrating the different departments which are involved in booking the
seat. The company should manage the number of seat and the applications. They should apply
First come First serve technique to allocate the seat. When all the seats have been filled than the
system should define that. Proper allocation of seats will result into satisfaction among the
customers. This can also interrupt the overbooking which is one of the main issues of customers.
No hidden charges:
This is another solution to the issues faced by customers. The customers had to many
times to find their seats (Qin, 2018). The allocation of seat is not defined by the company.
Therefore customer had to pay extra for the allocation of seat and than the extra payment of
luggage used over 15 kg. This increases frustration among the customers. To overcome this issue
they had to specify all the charges in the ticket already. This increases faith among the customers
towards the company. Increasing faith results into satisfaction of customers.
Proper management of Luggage:
This is another issue faced by the customer in the premise of EasyJet company. A
customer had lost its luggage for 2 weeks and when it had got that parcel, it had torn and burned.
Although the bag contained expensive jewellery, instead of that the company was lazy enough to
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make that luggage unavailable to customers. To overcome this issue company should manage the
luggage of customers properly so that they will find their luggage on time and safely. This will
also increase faith among the customers and thus satisfaction increases.
Maintaining the punctuality:
EasyJet was not punctual at all to serve the customers fairly. Their planes will be late for
many a hours which increases dissatisfaction and frustration among the customers. In some
cases, customers had to wait for 6 hours to attend the flight (Reyes, 2014). To overcome this
issue they should focus on departure of the flight on time which shows the arrival also on time.
This will send positive message among the customers. Thus their issue of irregular timing will be
solved.
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CHAPTER 3: RESEARCH METHODOLOGY
Research methodology is a significant process applied to accumulate accurate data and
information for the purpose of making business decision and achieving better outputs for
research. Main purpose of this section is to gather relevant data about the field of study. In order
to present and justify research approach, research opinion is an essential and useful framework
for the investigator. It is applied to describe research methodology followed by the investigator
with the research onion framework. This research approach is applied by starting from the
information accumulation to the pragmatism section of research onion. This framework has
different layers which are describe as under in more detail manner:
Research philosophy: It is a biggest topic and commonly deals with the nature, source
and creation of knowledge or skills by the investigator. In addition, it can be determined that the
ways by which investigator gather and evaluate information about the research. There are mainly
two types of research philosophy which is positivism and Interpretivism (Rollins, 2016). For this
research topic, interpretivism philosophy is used because it is compatible with entire other
relevant methods of study. It is more significant and useful for investigator by giving accurate
and proper data regarding the study. As this philosophy is mainly focused on frameworks,
models and theories to order to analysis better solutions for the problems. This method will also
assist in evaluating information efficiently which will further outputs in arriving at the accurate
conclusion. On the other side, positivism philosophy is not suitable and appropriate for carrying
out research activities systematically and effectively.
Research approach: This can be described as the procedures and plan setup to organise
research activity more effectively. It also describe the essential approach which will be applied in
order to done each activity of study within given time duration. This part of the research
methodology is classified mainly into two parts which are inductive and deductive. According to
the research topic, deductive research approach is applied because it will support in
accomplishing the objectives and goals of the research (Tegtmeier, 2013). This type of approach
is mainly related with creating a hypotheses which is commonly relay on existing theory. The
application of questionnaire instrument will be completed in order to know the problem and
ways to address it. In case of deductive approach, available theories are followed to a conditions
in order to overcome issues.
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Research Strategy: It is defined as an effective and step by step action plan that provides
accurate direction or guidance to conduct research activities in a systematic as well as scheduled
manner. This part of research method can be classified into different number of aspects including
case study, survey, observation, questionnaires etc. Among all, the research strategy applied in
this project is questionnaires instrument which assist in accruing related and valid data which is
related to the research topic (Upadhyaya, 2013). It also assist in emphasise on the link between
research problem and observation coming by conducting the field of study. It gives strong and
accurate outputs for the research and help an investigator to do further research in more
systematic and accurate manner.
Research Choice: This is another important part of the research and in this information is
applied by the investigator for completing dissertation successfully. In the research choice, there
are basically two types of method which are quantitative and qualitative. According to the
research topic, qualitative research method is applied in order to accumulate proper information
or data. In other words, it is a more suitable and effective method for the researcher because by
application of this they can easily collect quality data and in-depth analysis of the research. On
the other hand, under quantitative method, it is applied in case when facts and calculations are
required but in this study, there is no requirement of figures, numbers and facts so qualitative
research is applied.
Time Horizon: In Time Horizon, the time is fixed for completing particular research
where it includes time duration for different activities. In this research Gantt chart is helpful for
finding the appropriate time horizon (Vilarinho, 2014). The progress of the research can also be
measure same as Standard costing where standard time is compared with actual time. Therefore
Gantt chart is more significant and useful for the researcher to find out opening and closing time
period of research activities.
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Techniques and Procedures, and Research Instruments: In techniques and procedure,
and research instrument, accurate and subjective information plays vital role where different
instruments are also used for completing research. Primary and secondary data are used for
appropriate research in which questionnaires are used and in case of secondary books and journal
are used for research. According to the research topic, questionnaire as a instrument of primary
research are used which will help in accumulating new and accurate data about the topic. In
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addition, it is also consider as valuable and important technique that assist an investigator to
accumulate reliable and valid data which is mainly related with the difficulties faced by
customers with Easy Jet services from booking to landing.
Data sources: It is mainly divided into two section one is primary source and other one is
secondary source. Both type of data sources help an investigator to gather proper information
related to the topic. Under primary source, researcher has been use questionnaire instrument
which is more significant and useful technique for them to collect proper and new information
regarding research topic (Wright, 2014). On the other side, under secondary source, various
options available for the investigator including, magazines, books, publication research, articles
etc. to accumulate accurate data about the issues faced by travellers with Easy jet services. Thus,
primary and secondary data source are valuable for the researcher to accomplish better results for
research.
Research Sampling: It is an effective process of choosing a number of persons for a
study in such way that the persons represents the bigger unit from which they were selected.
Main purpose of research sampling is to collect information regarding the population to make an
reasoning that can be generalized to the population. There are mainly two types of research
sampling such as probability and non-probability. In case of probability sampling, for this all
members of population have an independent and equal chance of being selected. On the other
hand, non-probability sample, it allows an effective procedures governed by opportunity to select
the sample and controls for sampling bias. Thus, both sampling methods are useful but according
to the topic convenience, sampling as a method of non-probability are used because it nor require
maximum time and cost of an organisation and also provide better outputs for future growth. For
the research project 40 respondents are selected with the use of convenience sampling as a main
part of non-probability method. Along with this, customers are consider main respondents for the
research study.
Research ethics: Under primary research, research ethics were followed extensively to
see that the output of study are consider to be relevant and robust (Xinming and Zhibing, 2012).
There are some main principles of research ethics including consent, confidentiality and
anonymity. For anonymity, entire information of participants are not considered and not related
to any research output. On the other hand, informed consent involved in giving the respondents
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with a knowing of research objectives. At last, for confidentiality, output of research study are
only communicated with those people who have main part of research in a specific capacity.
Research limitation: This is also consider as an important part of research which will
help an investigator to identify issue and ways to overcome this. For this research project, time is
consider as a biggest limitation which highly impact on researcher while completing each
activity of research within given time period. Along with this, to analysis customer's response
towards services provided by Easy jet is also difficult for the researcher, for this they require
more time of the company.
Research reliability and validity: This part of research is mainly related with the data
reliability and validity (Zhao, 2018). In this, questionnaire is main and important instrument of
primary research which help the researcher to collect valid and reliable data about the research
topic. Thus, it is important for the investigator to accomplish better outputs for the research.
Research budget: For completing each activity of research in more accurate and timely,
sufficient amount of cost is required by the researcher. In order to identifying challenges faced
by travellers or visitors with services provided by Easy jet from booking to landing. It is a
biggest topic and for this, researcher need sufficient amount of capital. With the help of
sufficient budget, a researcher is able to complete each and every activity of study successfully
and efficiently.
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CHAPTER 4: RESULTS OR FINDINGS
Results or finding is a part of data analysis which will be done with the help of thematic
analysis. In which different number of themes or pattern are made on each questions. It is
important for company or researcher to find out accurate response of respondents (Zhao, 2018).
In this part, some interview questions are prepared and ask for the selected respondents. Apart
from this, questionnaire is prepare for analysing response of customers about services provided
by Easy Jet.
Q1) Are you aware about the services provided
by Easy jet from booking to landing?
Frequency
Yes 25
No 15
Q2) What are the main stages of customers
journey from booking to landing?
Frequency
Searching 10
Booking 10
Travelling 10
Landing 10
Q3) What are the major issues that customer
faces in all stages from booking to landing?
Frequency
Overbooking Flights 15
Flight Delays/Cancellation 10
Luggage Lost 8
Hidden charges 7
Q4) What is the impact of inconvenience of
facilities on customers of Easy Jet?
Frequency
Extra Payment 10
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Dissatisfaction and Frustration 15
Issue in selection of seat 7
Loss of time and cost 8
Q5) Is inconvenience of facilities impact on
your mindset for purchasing services?
Frequency
Yes 30
No 10
Q6) What are the different ways through which
Easy jet can easily overcome the issues faced
by its customers?
Frequency
Proper integration of system 9
No hidden charges 11
Proper management of Luggage 12
Maintaining the punctuality 8
Q7) Are you satisfied or not with the services
provided by Easy Jet?
Frequency
Yes 22
No 18
Q8) What type of role should be played by
Easy jet to attract large number of travellers?
Frequency
Provide accurate information about offers 20
Provide Bag drop service 20
Q9) Can innovation and digitalisation help an
organisation to overcome issues faced by
customers.
Frequency
Yes 30
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No 10
DISCUSSION
This is another important and main part of dissertation which help an investigator by
providing accurate and relevant information about the topic. In this part, discussion are
commonly depend on primary and secondary source. In case of primary, information and
response of customers are analysed by application of questionnaire. On the other side, under
secondary source, information related to the topic are discussed by application of Literature
review. Therefore discussion with the help of questionnaire technique are determined as under:
Theme 1: Awareness about the Easy Jet services among customers
Q1)Are you aware about the services provided
by Easy jet from booking to landing?
Frequency
Yes 25
No 15
Yes No
0
5
10
15
20
25
25
15
Frequency
Interpretation: From the above mentioned information or graph, it has been concluded
awareness about the business services among travellers of Easy Jet. In this 25 out of 40
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respondents aware whereas 15 out of 40 are unaware. As a conclusion, services provided by
Easy jet is more popular and famous that effect on customers.
Theme 2: Stages of booking to landing from customer's
Q2) What are the main stages of customers
journey from booking to landing?
Frequency
Searching 10
Booking 10
Travelling 10
Landing 10
Searching Booking Travelling Landing
0
1
2
3
4
5
6
7
8
9
10
10 10 10 10
Frequency
Interpretation: According to the above given graph or data, it has been concluded there
are different number number of stages of customers journey from booking to landing. Along
with this, searching, booking, travelling and landing are important stage which help in describing
customers journey. Thus, it is main stages that help a customer to travel safely or securely.
Theme 3: Issues in all stages of booking to landing
20

Q3) What are the major issues that customer
faces in all stages from booking to landing?
Frequency
Overbooking Flights 15
Flight Delays/Cancellation 10
Luggage Lost 8
Hidden charges 7
Overbooking Flights
Flight Delays/Cancellation
Luggage Lost
Hidden charges
0
2
4
6
8
10
12
14
16 15
10
8
7
Frequency
Interpretation: According to the above given data or graph, it has been summarised there
are different issues or problems faced by traveller in all stages from booking to landing. In this,
15 out of 40 customers are faced overbooking flights issue, 10 are flight delays or cancellation, 8
are faced luggage lost and remaining respondents are faced issue related to hidden charges. Thus,
all these are major difficulties and impact on its mindset while purchasing services.
Theme 4: Influence of inconvenience facilities
Q4) What is the impact of inconvenience of
facilities on customers of Easy Jet?
Frequency
Extra Payment 10
21

Q4) What is the impact of inconvenience of
facilities on customers of Easy Jet?
Frequency
Dissatisfaction and Frustration 15
Issue in selection of seat 7
Loss of time and cost 8
Extra Payment
Dissatisfaction and Frustration
Issue in selection of seat
Loss of time and cost
0
2
4
6
8
10
12
14
16
10
15
7
8
Frequency
Interpretation: According to the above given information or data, it has been concluded
that inconvenience of service is highly impact on travellers of Easy Jet. In this 10 out of 40 are
said extra payment is main difficult and 15 are agreed as it create dissatisfaction and frustration.
Along with this, inconvenience of facility also create issue in selection of seat whereas 8
respondents are said it loss time and cost of the customers.
Theme 5: Impact of inconvenience of facilities on customers
Q5) Is inconvenience of facilities impact on
your mindset for purchasing services?
Frequency
Yes 30
No 10
22

Yes No
0
5
10
15
20
25
30
30
10 Frequency
Interpretation: According to the above given graph or information, it has been
determined impact of inconvenience of facility on customer's mind while purchasing services of
Easy Jet. In this 30 out of 40 respondent are said yes whereas remaining 10 are not favour with
this statement. There is high requirement for the company should provide convenience and
smooth services to the customers which will help an organisation by increasing number of
customers and also assist them to attain their long term goal.
Theme 6: Ways to overcome issues
Q6) What are the different ways through
which Easy jet can easily overcome the issues
faced by its customers?
Frequency
Proper integration of system 9
No hidden charges 11
Proper management of Luggage 12
Maintaining the punctuality 8
23

Proper integration of system
Proper management of Luggage
0
2
4
6
8
10
12
9
11
12
8
Frequency
Interpretation: As per the above given data or information, it has been determined
effective role of Easy jet in overcoming all issues which is related with booking to landing
services. In this 9 out of 40 customers suggest, company should follow proper integration of
system and 11 are recommend, Easy Jet not charge more amount of cost. Along with this, 12 out
of 40 respondents are suggest company should consider proper management of Luggage whereas
9 are recommend Easy Jet should maintain punctuality. Thus, all these are identify as an
effective and essential way for the airline industry to overcome issues and retain customer's for
long time.
Theme 7: Satisfaction level of customers towards services given by Easy Jet
Q7) Are you satisfied or not with the services
provided by Easy Jet?
Frequency
Yes 22
No 18
24

Yes No
0
5
10
15
20
25 22
18
Frequency
Interpretation: As per this graph or data, it has been concluded satisfaction level of
customers towards services provided by Easy Jet. For this, 22 out of 40 respondents are satisfied
whereas 18 out of 40 are dissatisfied. In this, customers are said in process of booking to landing
different number of issues arise which change mindset and perception towards business brand.
As a conclusion, number of satisfied customers high which will help an organisation to
accomplish long term goal or objective in given time period. It is also essential and important for
the company to enhance loyalty and trust among travellers.
Theme 8: Role of Easy Jet in attracting more travellers
Q8)What type of role should be played by
Easy jet to attract large number of travellers?
Frequency
Provide accurate information about offers 20
Provide Bag drop service 20
25

Provide accurate information about offers
Provide Bag drop service
0
2
4
6
8
10
12
14
16
18
20
20 20
Frequency
Interpretation: According to the above given graph, it has been concluded or
summarised, there are some ways through which Easy Jet can easily attract large number of
customers. In this, respondents are give equal change to the company, they should provide
accurate information about the offers and also give bag drop services. Thus, all these ways are
useful and essential for the company to increase customers base and accomplish long term
objective within predetermined period of time.
Theme 9: Requirement of digitalisation and innovation
Q9) Can innovation and digitalisation help an
organisation to overcome issues faced by
customers.
Frequency
Yes 30
No 10
26

Yes No
0
5
10
15
20
25
30
30
10 Frequency
Interpretation: From the above mentioned data, it has been concluded that requirement
of innovation and digitalisation in order to reduce issues faced by customers from booking to
landing. This statement is aggry by 30 out of 40 respondents whereas 10 out of 40 are not agree
with the same. Thus, as a conclusion, digitalisation and innovation are useful way for Easy Jet to
attract customers and change its mindset towards booking to landing service. It is also effective
and significant for organisation to increase performance and market share.
Discussion on the basis of secondary source (Literature Review):
The customers of EasyJet has faced many issues regarding their services. They faced
many issues like overbooking, lost of luggage, delays and cancellation of flights and hidden
charges etc. Due to overbooking, the customers had not been able to get their seat on time. They
had to pay more for their allocation of seat. This has increased frustration among the customers
of EasyJet. In order to overcome this issue, the company should integrate all of its booking
system. Proper integration of systems will provide information of the customers about the filling
of seats so that they will not overbook their seats. This will increase satisfaction of customers. In
the issue of lost of luggage, a customer had to wait for 2 weeks to collect its luggage. The time
when it had got its luggage, it was torn and burned. Although the luggage contained valuable
items such as jewellery etc. In spite of that, the official of Easy Jet had not taken care of that. To
overcome this issue, company should manage the luggage properly so that the customers should
27

not wait any more for their luggage. This will increase their satisfaction level at all. In another
issue of cancellation of flight, company should manage arrival and departure of flight on time.
The punctuality of time will increase faith among customers and they will be satisfied with
business services of EasyJet. The last issue faced by the customers was the hidden charges. The
customers had to pay more for its allocation of seat. This will increase more burden on pocket of
customers. To overcome this issue company should specify the total charges at time of booking.
This will increase the faith of customers towards company. Thus they will be satisfied with
business services of EasyJet. It will also help company to accomplish better results for their
future growth and development. Satisfied customers are considered biggest and beneficial part
for success of an organisation.
28

CHAPTER 5: CONCLUSION AND RECOMMENDATION
Conclusion
From the above given information, it has been concluded that there are different number
of problems faced by customers with the services of company. There are major issues is flight
cancellation, overbooking, hidden charge etc. All these are main issues which highly impact on
customers as well as company also in negative manner. For overcoming all these problems,
company was taking different steps and followed various ways such as no hidden charges, proper
integration of system, proper management of Luggage and maintaining the punctuality. All these
are essential way which help an aviation industry to maximise customers base and achieve better
results within given time period. Therefore, for this research, time is consider as a biggest
limitation for the researcher because according to the topic research need perfect and accurate
time. Apart from this, in order to collect accurate information about the issues faced by
customers, different number of research methods are used such as primary and secondary source,
qualitative and quantitative research, research approach, philosophy, sampling etc. Along with
this, primary source was most suitable source and in which questionnaire was prepared by the
researcher. This instrument help an investigator to accumulate proper data from the
respondents. Apart from this, secondary source was also consider important method and in which
different number of books, journals, articles are used to gathered relevant information about the
topic. Thus, both methods are important and help an investigator to analysis accurate data about
the topic. Along with this, information found in questionnaire, more than half of the population
are said as customer's faced different issues related to the business services. At last, research aim
and objectives are achieved wit the help of primary and secondary source of study. Therefore all
parts of completing dissertation will be essential for researcher to done each and every activity of
research study in more systematic and accurate manner.
Recommendations
There were several issues in the company such as overbooking, lost of luggage, hidden
charges, delays and cancellation of flight. These are the major issues which are faced by the
customers. The company is recommended that they should integrate their whole system of
booking so that the customers can get the information of filling of seat. When they will get this
information, the extra booking will not be there. Thus the issue of overbooking can be overcome.
29

In another issue of lost of luggage, the company should manage their luggage with the help of
hiring more candidates. There should be proper management of setting the luggage so that the
customers will collect its luggage on time. They should also contain full information of the
customer whose luggage is present in the flight. This will help them in taken care of their
luggage easily. In another issue of hidden changes, the company should specify all the charges
which will be given by customer. With the help of this fair pricing strategy, the faith of
customers will get increase and thus the company's revenue also. The last issue of delays and
cancellation of flights should also be managed by the company. Another issues faced by
customers as they lost their money and time due to this mismanagement. The flights should be
departed on time so that it can arrive on time. This proper management of time punctuality will
increase faith among the customers that the flights are running on time. Therefore company
should keep in mind the needs and requirements of customers. If the customers will face these
issue on a regular basis, the revenue of company will also decreased. Company should follow
digitalisation and innovation while providing services to the customers from booking to landing.
Innovation help an organisation in increasing number of travellers as well as also support them in
maximising market share. Along with this, digitalisation is also consider important tool which
should be follow by Easy jet. As it support and help them in saving time of customers and
enhancing brand awareness among all customers.
30

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APPENDICES
Questionnaire
Q1) Are you aware about the services provided by Easy jet from from booking to landing?
a) Yes
b) No
Q2) What are the main stages of customers journey from booking to landing?
a) Searching
b) Booking
c) Travelling
d) Landing
Q3) What are the major issues that customer faces in all stages from booking to landing?
a) Overbooking Flights
b) Flight Delays/Cancellation
c) Luggage Lost
d) Hidden charges
Q4) What are the impact of inconvenience of facilities on customers of Easy Jet?
a) Extra Payment
b)Dissatisfaction and Frustration
c) Issue in selection of seat
d) Loss of time and cost
Q5) Is inconvenience of facilities impact on your mindset for purchasing services?
a) Yes
b) No
Q6) What are the different ways through which Easy jet can easily overcome the issues faced
by its customers?
a) Proper integration of system
b) No hidden charges
c) Proper management of Luggage
d) Maintaining the punctuality
Q7) Are you satisfy or not with the services provided by Easy Jet?
33

Helge Moser, (2017), a) Yes
b) No
Q8) What type of role should be play by Easy jet to attracting large number of travellers?
a) Provide accurate information about offers
b) Provide Bag drop service
Q9) Does there is requirement of innovation and digitalisation to overcome issues faced by
customers?
a) Yes
b) No
Q10 Recommend ways through which airline industry can easily retain customers for long time.
34