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Ryanair Customer Satisfaction Survey

   

Added on  2020-02-03

27 Pages6204 Words537 Views
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RESEARCH PROJECT
Ryanair Customer Satisfaction Survey_1

Executive summaryCustomer satisfaction is a critical field in the organisational operations. positive impact on thesales and revenue for the organisation can be expected when the perception of the consumerstowards the organisation is positive. this can be only so when higher management of theorganisation realising the importance of customer satisfaction and its role in retaining anddeveloping its client base. the current research project is based on the case study of Ryanair,Dublin-based commercial airline which executed the problem of dissatisfied customers due totheir ill-mannered behaviour. By undertaking this research project, the researchers intorecommend suggestions today's vulnerable aviation organisation so that it can remain true to itscause, that is providing low fares for commercial flights. With the boom of international tourism,this customer satisfaction comes as a vital point in terms of sustainability of the organisation.
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Table of ContentsTask 1 (LO 1, AC 1. 1, 1. 2, 1. 3, 1. 4, 1. 5)....................................................................................4LO 1 Formulating research specification........................................................................................41. 1 Project outline specification.................................................................................................41. 1. 1 Aims..............................................................................................................................41. 1. 2 Objectives.....................................................................................................................41. 1. 3 Research question.........................................................................................................41. 2 Research rationale.................................................................................................................51. 2. 1 What is the issue?.........................................................................................................51. 2. 2 Why is it an issue?........................................................................................................51. 2. 3 Why is it an issue now?................................................................................................51. 2. 4 What can this research shed light on?...........................................................................51. 3 Literature review...................................................................................................................51. 4 Research outline....................................................................................................................8Figure 1: Research outline...........................................................................................................81. 5 Research plan........................................................................................................................8Task 2 (LO 2, AC 2. 1, 2. 2, 2. 3)..................................................................................................10LO 2 Implementing research procedures.......................................................................................102. 1 Literature review.................................................................................................................102. 2 Primary data collection.......................................................................................................102. 3 Recording data collection...................................................................................................11Table 3. 2. 5: Ryanair as preference for next trip......................................................................14Task 3 (LO 3, AC 3. 1, 3. 2, 3. 3)..................................................................................................15LO 3 Evaluating research outcomes..............................................................................................15
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3. 1 Methodology.......................................................................................................................153. 1. 1 Philosophy..................................................................................................................153. 1. 2 Design.........................................................................................................................153. 1. 3 Approach.....................................................................................................................153. 1. 4 Sample size.................................................................................................................153. 2 Data analysis.......................................................................................................................15Table 3. 2. 5: Ryanair as preference for next trip......................................................................203. 2. 5: Ryanair as preference for next trip................................................................................203. 3 Recommendations...............................................................................................................20Task 4 (LO 4, AC 4.1)...................................................................................................................22LO4 Presenting the research outcome...........................................................................................224. 1 Poster....................................................................................................................................1References........................................................................................................................................1Appendix..........................................................................................................................................3
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Task 1 (LO 1, AC 1. 1, 1. 2, 1. 3, 1. 4, 1. 5)LO 1 Formulating research specification 1. 1 Project outline specificationBrand image, customer loyalty and customer satisfaction are interrelated terms of marketing andbusiness strategy. Hence, it is necessary to understand the criticality of serving and treating theconsumer right. It is a very basic understanding that market and businesses are nothing butpeople exchanging goods. And hence, the satisfaction of those demanding the products orservices play a crucial element in a company's consumer retention capability. Thus, this projectwas designed was to understand the severance of unsatisfied customers. 1. 1. 1 AimsTo conduct an academic research project to evaluate customer satisfaction of Ryanair andanalysing the data to recommend suggestions for the company so as they can quickly resolve theprimary dispute of customer satisfaction. 1. 1. 2 ObjectivesIn order to successfully and critically analyse the topic of customer satisfaction in the context ofRyanair cannot be conducted without setting up guidelines that are going to direct this researchproject. These guidelines are nothing but the research objectives and the objectives of thisresearch are as follows:●To identify the factors influencing customer satisfaction●To analyse the factors influencing development of international tourism and raisingissues of customer satisfaction●To evaluate the impacts of these factors on customer satisfaction. ●To suggest recommendations for improving the overall customer satisfaction1. 1. 3 Research questionWe need to understand that the research has been undertaken to identify and answer very specificquestions which are related to the objective of the research. The main questions that will beanswered in the courts of this research are:●What are the factors influencing customer satisfaction?●What are the factors influencing the development of international tourism and raisingissues of customer satisfaction?●To evaluate the impacts of these factors on customer satisfaction.
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●What are the suggested recommendations for improving the overall customer satisfaction 1. 2 Research rationale1. 2. 1 What is the issue?When the consumers feel violated or the needs and demands have not been met by the serviceprovider, the satisfaction levels pertaining to the services is low. Ryanair has also undergonesimilar kind of consequences as it believed that unlike the other sophisticated airlines, theorganisation was involved in providing the service which was considered most valuable for theconsumers and that is low airfare. 1. 2. 2 Why is it an issue?The Ryanair in recent years has been able to prove strong competitors to many well knowninternational commercial airlines and has struggled over a long period of time with the problemof poor brand image. This devil may care attitude of the organisation in terms of customersatisfaction has led Ryanair into some troubled waters. Over this period of uncertainty, Ryanairunderstood the value of a customer and analysis of customer satisfaction seemed necessary toimprove the deteriorating standards of the services. 1. 2. 3 Why is it an issue now?The customer satisfaction directly impacts the sales and revenue of an organisation. the profitwarnings that way issued to the organisation was the strategic turning point. The higher levels ofthe management of Ryanair understood the importance of customer services in order to retainand develop their client base. It is understandable that why suddenly customer satisfaction hadbecome the focus of the company actions as resolving this issue will help Ryanair to furthergrow and develop. 1. 2. 4 What can this research shed light on?The research will help Ryanair to understand the various integrities of providing services to theconsumers and at the same time gather information pertaining to the satisfaction levels amongthe customers. Analysing what customers need and demand can be effectively used to design andfabrication strategies and operations in order to cater to the needs of the customers. 1. 3 Literature reviewDublin base Ryanair Ltd. is one of the largest European airlines who cater to scheduledpassengers thus making it a company witnessing the busiest international passenger footfall. Ithas been one of the leading cheapest airline service providers for the European market and has
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